Google Local Service Ads
for Lawyers

There’s no cost to sign up for Local Services Ads and the cost per lead will vary (as with most things). The primary things that influence how much your LSAs will cost you per lead are:

• The size of your total addressable market. This basically boils down to what type of law do you practice (e.g. personal injury leads will cost more than DUI leads).
• The physical location of your firm relative to highly populated areas.

We’ve seen personal injury leads in the range of $150-$225 per lead in one market where family law leads go for $71-$107 per lead.

When someone searches for a legal service in an area where a firm is running Local Services Ads. Whether your LSA appears or not depends on these 4 key factors:

1. Proximity of your firm’s location to the searcher.
2. Review quality and quantity. You’ll want a system to consistently get good reviews from clients.
3. Response time and your intake process. People want answers quickly. Develop an internal system for working leads that come in via LSAs.
4. Your hours of operation. This is less of an issue for attorneys, but ideally, you’ll want to have some system to handle intake 24/7 so you can set your location’s business hours accordingly.

No. Unlike Google Ads, you can’t granularly control what keywords trigger LSAs. However, Google will only display ads for keywords related to the categories you select that their algorithm feels have buying intent.

Yes, you can dispute leads you feel are irrelevant. Google will review it will credit the cost of the lead back to your account if approved.