Google LSA Ads (“Local Services Ads”) came into the scene in 2015. Since then, many lawyers have increasingly used Google LSA Ads as part of their online marketing. Sensing the opportunity for more business, many marketing companies are also promoting the use of these ads to lawyers.

What Are Google LSA Ads?

Google LSA Ads appear at the top of the search results within Google. They present as head images of three lawyers on top of the search results. Potential clients can click the ads to call the attorney.

Google LSA Ads should not be confused with Google AdWords. Google LSA Ads and Google AdWords are run on different Google platforms with unique features.

Google AdWords typically rank right below the Google LSA Ads. Google AdWords generally do not promote individual attorneys, but a law firm itself.

Google AdWords are also set up differently. With Google AdWords, a law firm often bids on specific keywords. The law firm can also be more creative with the ads’ language, imagery, and phrasing. A law firm can also use negative keywords to ensure their ads are not showing for terms they do not desire.

Are Google LSA Ads Helpful for Law Firms?

Google LSA Ads can help some law firms. They are relatively easy for most to set up. It does not require a lawyer to have much sophistication to get the ads up. Google has most of the instructions online regarding how to do it.

If a lawyer wants to promote themselves, it can be a good way for a lawyer to get their head-shot at the top of the search. This can be helpful for lawyers whose web pages do not show up high in the organic search and who do not have the sophistication to set up Google AdWords. In many ways, Google LSA Ads are ripe for smaller law firms, while larger law firms might opt for the more sophisticated Google AdWords.

Is There A Downside to Google LSA Ads?

Some would argue that there is a downside to the simplicity of Google LSA Ads. For example, it is hard to identify the types of potential clients a lawyer seeks without using keywords, as with Google AdWords.

For Google LSA Ads to show up in a geographic market, at least three lawyers must set up Google LSA Ads in the same practice area. Otherwise, a lawyer can set up Google LSA ads, but there will be no ad impressions if two other lawyers have not opted with an available budget. Practically speaking, two other lawyers may never throw their hat in the ring in a small city, county, or community,

Some may also view Google LSA Ads as a way for Google to get more money. It also probably busted the budgets for many law firms that want to dominate online because now they are paying for Google AdWords and Google LSA Ads, too.

Nonetheless, Google LSA Ads appear to be here to stay. Thus, it is an option most law firms should consider.

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