Google Local Service Ads for Lawyers: How Google Screened Works

On many legal searches the very top of Google is not an ordinary ad or the map. It is a row of Local Service Ads, with a green “Google Screened” badge next to each firm. For lawyers they can be one of the quickest ways to get calls, but they work differently from normal Google Ads. Here is how.

What Local Service Ads are

Local Service Ads (LSA) are Google’s pay-per-lead ads. You pay when a potential client contacts you through the ad by phone or message, not when someone clicks. They appear above regular ads on eligible searches such as “divorce lawyer near me” or “immigration attorney”, and they show your reviews, hours and the badge.

Google Screened: what Google checks

Law firms get the “Google Screened” badge rather than the “Google Guaranteed” badge used by trades. Before your ads can run, Google checks:

• Your bar licence for each lawyer listed, and that it is in good standing;
• Background checks on the firm and its lawyers, through Google’s screening partner;
• Your business details, which must match your Google Business Profile and your licence exactly.

Most delays come from small mismatches: a lawyer’s name spelled differently from the bar record, or a firm name that differs between the licence and the profile. Line these up before you apply.

Which practice areas qualify

Google supports a set of legal categories, including family, divorce, criminal defense, DUI, immigration, personal injury, estate planning, bankruptcy, business, real estate, tax and employment law, among others. You choose the practice areas you want leads for, and you only pay for leads in those areas.

What it costs

Google sets the price per lead. It depends on your practice area, your location and how much competition there is, and it changes over time. You set a weekly budget, and Google stops showing your ads when it is spent. If a lead clearly falls outside the rules, for example a wrong practice area or a spam call, Google lets you flag it for review.

What decides where you rank

Google has said ad ranking takes into account your distance from the searcher, your reviews, how quickly and how often you answer leads, your hours, and whether there have been serious complaints. Two points matter most in practice:

• Answer calls. Missed calls hurt your ranking. If you cannot answer during business hours, set your hours to when you can.
• Reviews count here too. Your Google reviews feed both your map ranking and your ads. See how law firms can get more reviews.

When LSA is worth it

LSA suits firms that want calls now and can answer them. It works well alongside SEO: the ads bring leads while your profile and website build up over months. It suits firms poorly if nobody can pick up the phone, or if your practice area has few searches in your city.

Getting set up

You can apply directly through Google. If you would rather have it handled, our Local Service Ads management covers the screening paperwork, practice areas, service area and lead review for a flat fee, with the ad spend paid to Google directly. For how LSA fits with the rest of your marketing, see our law firm marketing guide and law firm SEO.