Marketing To Maximize Your Law Firm's Visibility: 5 Benefits Of Google Local Services Ads for Lawyers
Dan Gonzalez
June 10, 2025
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With new potential clients searching the internet for help every minute, law firms need a strong online presence and cutting-edge digital marketing strategies to stand out from the competition.
Introduced in 2019, Google Local Services Ads is a powerful lead-generation tool built for increasing visibility and generating leads for legal professionals. Let’s explore the benefits of Google Local Services Ads for lawyers and how to put it to work for your law firm.
What are Google Local Services Ads?
Google Local Services is a plead-generation advertising service from Google that lets businesses and professionals promote their offerings to local customers, right at the top of relevant search results! The pay-per-lead model means you only pay when Google delivers a lead, a great way to maximize return on ad spend (ROAS).
Local Service listings are a directory of verified and accredited professionals ranked based on a combination of customer signals used by Google such as:
For law firms, Google Local Services showcases an opportunity to highlight their expertise and attract local clients actively needing legal assistance. By featuring at the top of local search results with a Google Screened badge, firms can increase their credibility, visibility, and profitability by only paying for qualified leads.
Here’s how Google Local Services’ unique features can benefit your law firm:
The biggest benefit of Google Local Services Ads for lawyers is the increased visibility, you are paying for space right at the top of local search results. Your firm will stand out from competitors and capture the attention of local clients as they’re actively seeking legal assistance.
When potential clients in your area search for services related to your practice area, your firm's listing will appear in a special section at the top of the search results, making it more likely that they will click and inquire about your services.
For legal professionals, Google offers the "Google Screened" badge, which appears on your listing once you pass Google’s background checks and meet certain criteria.
The badge adds a layer of trust and credibility, increasing the likelihood of attracting new clients. Google's endorsement of your firm through the Local Services listing provides reassurance to potential clients that your firm is reputable and trustworthy.
Google Local Services is designed to connect businesses with qualified leads who are actively searching for their services.
When potential clients click on your firm's listing, they have the option to contact you directly through the platform, letting you respond to leads in real time. Because these leads are actively seeking legal assistance they are more likely to convert into clients quickly.
By leveraging Google Local Services, your firm can streamline the lead generation process and attract high-quality leads that are likely to result in new clients.
And unlike traditional Google Ads, where you pay per click, Local Services Ads charge per lead. This means lawyers set a weekly budget and pay only when they receive a message or call from a potential client.
Compared to traditional advertising methods such as print ads or billboards, Google Local Services offers a cost-effective way to promote your law firm and attract clients. Additionally, you have complete control over your advertising budget, so you can set a budget that aligns with your firm's finances.
By participating in Google Local Services, your law firm gains a competitive advantage in the local market over firms who aren't using this prime channel. Your firm's listing will more often appear at the top of local search results, outshining competitors who aren't using Local Services.
This increased visibility and extra credibility give your firm an edge in attracting clients and establishing a strong presence in your community.
With the majority of traffic and internet searches now conducted on mobile devices, law firms need to have a strong mobile presence.
Google Local Services Ads are optimized for smart phones, ensuring that your firm's listing appears prominently on mobile searches. This means potential clients can easily find and contact your firm in the way they feel most comfortable, making it more convenient for them to inquire about your services and schedule consultations.
By taking advantage of the benefits offered by Google Local Services, you can position your law firm for success in today's competitive marketplace.
From increased visibility and enhanced credibility to cost-effective advertising and geographic targeting, Google Local Services provides law firms with a powerful tool to stand out.
Get started by signing up for Google Local Services Ads and completing the profile information and verification process, or contact the team at Manticore Marketing for expert consulting and management of your Google Local Services Ads campaigns.