Local Pack and LSA Brand Protection
LSA: $378 CPL vs $442 traditional search. Four layers needed: LSA + PPC + Map Pack + Organic. All four active = 95%+ branded search capture.
Branded search protection isn’t just about text ads anymore. When someone searches your firm name, they might see Local Services Ads, map pack results, and traditional paid ads, all before your organic listing.
Protecting your brand in local search requires a broader strategy.
The Local Search Landscape
A branded search for a law firm might display:
Local Services Ads (LSAs)
Google-screened attorneys with “Google Guaranteed” badges, displayed above everything else
Traditional PPC Ads
Text ads from you and competitors
Local Pack (Map)
3 local business listings with reviews and ratings
Organic Results
Your website listing, often pushed below the fold on mobile
On mobile, the first three can push organic results entirely off the initial screen. Even people searching specifically for your firm may see competitors first.
LSAs and Branded Search
Local Services Ads change the competitive dynamic:
Option A
Option B
LSA Advantages
Pay-per-lead (not per click). Google Guaranteed badge builds trust. Prominently displayed above everything else. Higher quality leads on average.
The Branded Problem
Someone searches “Smith & Jones Law.” Your LSA might appear, but so might three other lawyers’ LSAs above it. You don’t control placement.
Research shows that when LSA and PPC are present, ads capture close to half of all first-page clicks, significantly eroding organic share. If you’re not in the ads section, you’re fighting for half the clicks at best.
Map Pack Vulnerability
The local pack shows three businesses. Your firm should appear when someone searches your name, but:
- Google sometimes shows “related” businesses
- Competitors with strong local SEO may appear
- Your listing quality affects appearance
- Reviews and ratings displayed prominently
A firm with poor Google Business Profile optimization can lose branded map pack visibility to better-optimized competitors.
Multi-Layer Protection Strategy
Layer 1: LSA Presence
LSA optimization priorities:
- Complete all profile sections
- Respond quickly to leads (affects ranking)
- Maintain high review ratings
- Set appropriate service areas
Layer 2: Traditional PPC Ads
Branded Campaigns
- + Bid on your exact firm name
- + Bid on attorney names
- + Cover variations and misspellings
- + Set high impression share targets
Budget Reality
- − Branded clicks cost $5-15
- − Competitive PI terms cost $200-500+
- − Allocate enough to capture 95%+ impression share
- − Monitor competitor conquest campaigns
Layer 3: Google Business Profile
Option A
Option B
Optimization Priorities
Accurate NAP (name, address, phone). Primary and secondary categories. Complete service descriptions. Regular posting/updates. Comprehensive photo gallery.
Review Management
Consistent review acquisition. Prompt responses to all reviews. Address negative reviews professionally. Quantity and recency both matter.
Layer 4: Organic SEO
Branded organic factors:
- Homepage optimized for firm name
- About page with attorney names
- Consistent NAP across web
- Local citations and directories
- Schema markup for organization
Strong organic presence reduces dependence on paid branded protection, but doesn’t eliminate the need.
CTV Impact on Local Search
CTV campaigns generate local searches:
Viewer Sees Commercial
Your CTV ad runs during streaming content
Second-Screen Search
65% of viewers look up information during streaming
Local Results Appear
LSAs, map pack, PPC, and organic results display
Capture or Lose
Your local presence determines whether you get the lead
When CTV flights run, ensure:
- LSA budget is adequate
- PPC branded campaigns are active
- Google Business Profile is optimized
- Review acquisition is ongoing
Competitive Monitoring
Track competitor activity across all local search elements:
Option A
Option B
LSA Monitoring
Which competitors have LSAs active? What are their ratings? How do lead costs compare?
Map Pack Monitoring
Who appears for your branded terms? What keywords trigger competitor appearance? How do reviews compare?
PPC monitoring:
- Auction insights for branded terms
- Competitor ad copy and offers
- Impression share trends
Geographic Considerations
Local search is inherently geographic. Consider:
Service area alignment:
- LSA service area matches your actual coverage
- PPC location targeting matches CTV footprint
- Google Business Profile service area accurate
Multi-location complexity: If you have multiple offices, each needs its own Google Business Profile, location-specific landing pages, and appropriate LSA service areas.
Mobile-First Reality
Your phone number must be visible and clickable without scrolling. Map presence gets taps for directions. LSA badge builds trust quickly.
Budget Allocation Framework
For comprehensive local branded protection:
| Component | Budget Share | Notes |
|---|---|---|
| LSA | 30-40% | Pay-per-lead, variable cost |
| Branded PPC | 20-30% | Lower CPC, high impression share goal |
| Generic PPC | 30-40% | Competitive, higher CPC |
| GBP/organic | Ongoing SEO investment | Non-media cost |
Adjust based on competitive intensity and LSA availability in your market.
Measuring Local Protection
Attribution across channels:
- LSA leads tracked separately
- PPC leads by campaign type
- Organic tracked via call tracking
- Map clicks via GBP insights
References
- Jurisdiction Digital. (2023). Click study: Google Local Service Ads for lawyers. https://jurisdigital.com/research/click-study-google-local-service-ads-lawyers/
- Grow Law. (2025). LSA for personal injury lawyers. https://growlaw.co/blog/lsa-for-personal-injury-lawyers
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/
- GWI. (2024). Second screening infographic. https://www.gwi.com/reports/second-screening-infographic