Local Service Ads have become a major lead source for law firms since Google expanded them to the legal vertical. They work differently than traditional Google Ads for lawyers, and understanding those differences matters before you commit budget.
What Local Service Ads Actually Are
LSAs are a separate Google advertising product, not just another campaign type within Google Ads. They have their own platform, their own billing model, and their own ranking algorithm.
When someone searches “car accident lawyer near me,” LSAs appear at the very top of the page, above traditional Google Ads, above the map pack, above organic results. They show your firm name, reviews, phone number, and a “Google Screened” badge.
The key difference from regular Google Ads: you pay per lead, not per click. A lead is defined as a phone call or message that meets Google’s criteria. If someone calls and hangs up after 3 seconds, or if the call is clearly spam, you can dispute it.
The Google Screened Requirement
To run LSAs as a lawyer, you need to become “Google Screened.” This involves:
- License verification. Google confirms your bar admission
- Background checks. On the attorney and firm
- Insurance verification. Proof of malpractice coverage
- Practice area eligibility. Not all practice areas qualify
The screening process takes 2-4 weeks typically. Once approved, your ads display the Google Screened badge, which functions as a trust signal to searchers.
What LSA Leads Actually Cost
LSA pricing isn’t controlled by keyword bids like traditional Google Ads. Google’s algorithm determines lead pricing based on market, competition, and practice area. You can set a weekly budget, but you don’t bid on specific terms.
A 2022 study across 15 PI markets found lead costs ranging from $140 (Kentucky) to $344 (Los Angeles), with a blended average around $240 per undisputed lead.
At that $240 average with a 25% close rate, the implied cost per signed case is roughly $960, which is often attractive compared to traditional PPC or broadcast TV on a cost-per-case basis.
But those numbers vary significantly by market. Los Angeles, Miami, and other competitive metros push higher. Smaller markets with less LSA adoption can still offer favorable economics.
LSAs vs Traditional Google Ads
| Factor | Local Service Ads | Google Ads |
|---|---|---|
| Position | Top of SERP | Below LSAs |
| Pricing | Per lead ($140-$340 PI) | Per click ($50-$150+ PI) |
| Trust signal | Google Screened badge | None |
| Control | Limited | Full keyword/bid control |
| Targeting | Service area radius | Keywords + geo + audiences |
| Platform | Separate LSA dashboard | Google Ads interface |
When LSAs Have the Advantage
- You want top-of-page visibility without complex campaigns
- Your intake team can respond quickly to calls
- You're in a market where LSA adoption is still building
When Google Ads Have the Advantage
- You need granular keyword and audience control
- You want to run specific messaging and landing page tests
- You're scaling beyond what LSAs can deliver
The Leads You’ll Actually Get
Not every LSA lead is a qualified case. The “auto accidents” category in LSAs doesn’t mean “auto injuries”, you’ll get:
- Property damage only calls
- At-fault parties looking for representation
- People outside your service area
- General legal questions unrelated to PI
You can dispute many of these, but not all disputes are approved. Budget for some waste.
The 25% close rate from the study mentioned above accounts for this reality. Three out of four calls won’t become clients. That’s normal for LSAs.
The Limitation Worth Understanding
LSAs do one thing well: capture existing demand. Someone searches for a lawyer, sees your firm with a Google badge, and calls.
What LSAs don’t do:
- Build awareness before someone needs a lawyer
- Differentiate your firm beyond reviews and badge
- Create demand that didn’t already exist
You’re competing for people who are already searching, along with every other firm running LSAs in your market. When everyone has the Google Screened badge, the differentiation is… Google’s algorithm deciding who shows first.
For firms with strong intake teams and competitive markets, LSAs are often worth including in the mix. But they’re demand capture, not demand creation. The people calling found you because they were already looking, not because they knew your name.
Making LSAs Work
If you’re running or considering LSAs:
LSA Success Factors
Respond Fast
LSA leads are high-intent but impatient. The firm that answers first often wins.
Track Everything
Know your actual cost per signed case, not just cost per lead. Dispute what you can.
Don't Over-Rely
LSAs are one channel. Building a brand people search for by name is more valuable long-term.
Monitor the Economics
LSA costs trend upward as more firms adopt them. What works today may not work tomorrow.