Google Local Services Ads for Law Firms: A Game-Changer During COVID-19 July 2020 The COVID-19 pandemic has fundamentally changed how clients seek legal counsel. The traditional lead generation channels-in-person networking, referrals, and even standard PPC campaigns-have been disrupted. My role as a Fractional CMO is to not just manage marketing, but to find the strategic advantages that deliver immediate, measurable ROI. That's why I'm so excited to talk about the newest, most critical tool in the digital marketing arsenal for attorneys: Google Local Services Ads (LSAs). LSAs have been around for home services for a while, but their recent expansion to include legal services is, in my professional opinion, a true game-changer, especially right now. It’s the perfect solution for a market hungry for both new leads and a strong sense of trust. This isn't just another ad platform; it's a completely different model that addresses the core challenges of lead generation during a pandemic. ## What Makes LSAs Different: Pay-Per-Lead, Not Pay-Per-Click The single most compelling reason for law firms to adopt LSAs immediately is the pricing model. Unlike traditional Google Ads, which operate on a Pay-Per-Click (PPC) basis-meaning you pay every time someone clicks your ad, regardless of whether they call or fill out a form-LSAs are Pay-Per-Lead (PPL). Think about the financial strain many firms are under right now. Every dollar spent on marketing has to work harder than ever. With PPC, you can burn through budget on clicks from researchers, competitors, or people outside your service area. With LSAs, you only pay when a qualified lead contacts you directly through the ad-either by phone or message. This PPL model is a lifeline for budget-conscious firms. It shifts the risk away from the firm and onto the platform, ensuring that your marketing spend is directly tied to tangible, potential client interactions. ## The Trust Signal: Earning the Google Screened Badge In a world where clients can't easily walk into your office for a consultation, trust is the most valuable currency. This is where the Google Screened badge becomes a powerful differentiator. LSAs appear at the very top of the Google search results page, often above the traditional PPC ads and the map pack. These listings feature a prominent green checkmark and the "Google Screened" designation. This badge isn't just a vanity metric; it’s a powerful, third-party verification of your firm's legitimacy and trustworthiness. To earn this badge, law firms must pass a rigorous verification process, which includes:

1. Background Checks: Comprehensive checks on the firm's owner and all professionals who will be featured in the ads.
2. License Verification: Proof of active, valid state bar licenses for all practicing attorneys.
3. Insurance: Verification of required business insurance. This process is more involved than setting up a standard Google Ads account, but the payoff is immense. That green checkmark acts as an immediate, powerful trust signal to potential clients who are already anxious about their legal situation and the current climate. It tells them, "Google has vetted this firm, so you don't have to." ## LSAs vs. Traditional Google Ads: A Strategic Comparison For years, traditional Google Ads (PPC) have been the backbone of digital Law Firm Marketing. Now, we have a new player. It's not about replacing PPC, but about strategically integrating LSAs for maximum impact. | Feature | Google Local Services Ads (LSAs) | Traditional Google Ads (PPC) | | :--- | :--- | :--- | | Placement | Very top of SERP, above all other ads and organic results. | Below LSAs, above organic results. | | Pricing Model | Pay-Per-Lead (PPL). Only pay for qualified calls/messages. | Pay-Per-Click (PPC). Pay for every click, regardless of outcome. | | Trust Signal | Prominent Google Screened badge. | No inherent third-party trust badge. | | Ad Format | Simple card with photo, rating, and phone number. | Customizable text ads with extensions and headlines. | | Budget Control | Excellent. Set a weekly budget cap and dispute unqualified leads. | Good. Requires constant monitoring and bid management. | | Ideal Use | High-intent, local service searches (e.g., "bankruptcy lawyer near me"). | Broader keyword targeting, brand building, and retargeting. | The key takeaway for my clients is this: LSAs capture the highest-intent, most ready-to-convert local leads at the very top of the funnel. Traditional PPC is still vital for broader reach and specific, niche keywords, but LSAs are the priority for immediate, high-quality lead volume. ## Actionable Advice: Launching Your LSA Campaign Now The window of opportunity is wide open, but it won't last forever. As more firms recognize this advantage, the cost-per-lead will inevitably rise. Here is the practical, actionable advice I'm giving my consulting clients right now: ### 1. Prioritize the Google Screened Process Start the verification process immediately. It can take several weeks to complete the background checks and license verification. You cannot run ads until you are Google Screened. This is your biggest hurdle, but also your biggest competitive advantage. ### 2. Focus on Lead Quality and Disputing The PPL model allows you to dispute leads that are unqualified (e.g., wrong service type, outside your geographic area, spam). This is a critical feature that ensures you only pay for legitimate opportunities. You must train your intake team to log every call and message so you can accurately dispute bad leads and keep your cost-per-lead low. ### 3. Leverage Your Reviews LSAs prominently feature your Google review rating. If your firm has a low rating or few reviews, this is the time to make a concerted effort to gather more 5-star reviews. The rating is a core component of the trust signal and directly impacts your ad's visibility. ### 4. Optimize Your Profile Your LSA profile is essentially a mini-website. Ensure it is complete, professional, and clearly outlines your service areas and practice types (e.g., bankruptcy, personal injury, estate planning). Use high-quality, professional photos of your attorneys and staff to further build that personal connection that is so crucial during this time of remote interaction. ## A Real-World Story from the Front Lines I recently worked with a mid-sized personal injury firm that saw their lead volume drop by nearly 40% in April and May as accident rates temporarily fell and people avoided hospitals. Their traditional PPC campaigns were still running, but the quality of the leads had plummeted. As soon as LSAs became available for their practice area, we jumped on it. We fast-tracked the Google Screened process and launched a campaign targeting high-value personal injury keywords. Within the first two weeks, their LSA campaign generated 15 qualified phone leads. The cost-per-lead was nearly 60% lower than their average PPC cost-per-conversion. The firm's managing partner told me, "Jacovia, the quality of these calls is night and day. They're not just tire-kickers; they're people ready to hire." This is the power of the trust signal and the PPL model working in tandem. It allowed them to quickly stabilize their lead flow and refocus their budget on growth, not just survival. ## Conclusion: The Time to Act is Now The launch of Google Local Services Ads for law firms is a pivotal moment in Law Firm Marketing. Coupled with the unique challenges of the COVID-19 era, it presents a rare opportunity for firms to gain a significant competitive edge. As your Fractional CMO, I urge you to look past the complexity of the verification process and focus on the immense potential. LSAs offer unparalleled visibility, a powerful trust signal in the Google Screened badge, and a cost-effective Pay-Per-Lead model that is perfectly suited for today's economic realities. Don't wait for your competitors to dominate this space-secure your spot at the top of the search results today. *** ### About the Author Jacovia Cartwright is a highly sought-after Fractional CMO and marketing leader based in Houston, Texas. With a focus on data-driven strategy and measurable results, Jacovia specializes in helping professional services firms, particularly law firms, scale their growth and navigate complex market shifts. She provides executive-level marketing leadership without the overhead of a full-time hire, ensuring her clients are always at the forefront of digital innovation, including the strategic adoption of platforms like Google Local Services Ads.**