Own the Top of Google
With Google Screened
LSA Management.

Google Local Service Ads are a pay-per-lead advertising format that places your firm at the very top of Google search results — above traditional Google Ads and organic results. Unlike PPC where you pay per click, LSAs charge only when a potential client contacts your firm directly through the ad. For law firms, LSAs also include the 'Google Screened' badge, which signals to searchers that your firm has passed Google's background and licensing verification process.

LSAs and PPC (Google Ads) are fundamentally different products that require different management strategies. LSAs are managed through a separate Google platform, use a different bidding model (cost per lead vs. cost per click), have different optimization levers (review count, response rate, dispute resolution), and require ongoing management of lead quality and disputes. Many firms run both simultaneously — LSAs for top-of-page presence and PPC for broader keyword coverage — and we manage both as part of an integrated strategy.

LSA performance is driven by several factors we actively manage: your Google Business Profile strength and review count, your responsiveness rate to leads (Google rewards fast response), lead dispute management (disputing invalid leads to recover costs), budget and bidding strategy, and service area and category optimization. We also coordinate your LSA strategy with your broader SEO and review generation efforts, since Google uses your overall online reputation signals to rank LSA listings.

Yes — and this is one of the most underutilized aspects of LSA management. Google allows you to dispute leads that don't meet their quality standards: wrong number calls, solicitations, leads outside your service area, and leads for services you don't offer. Properly disputing invalid leads recovers real budget. Most firms either don't dispute at all or dispute incorrectly and lose the credit. We manage this process systematically as part of our LSA service.

There's no hard minimum, but review count and rating are significant ranking factors in LSA. Firms with more reviews and higher ratings consistently outrank competitors with similar budgets. We typically recommend having a strong review generation strategy running in parallel with your LSA campaign — the two reinforce each other. Our Review Generation service is designed to work alongside LSA management for exactly this reason.

LSAs are available for most consumer law practice areas including personal injury, family law, criminal defense, bankruptcy, immigration, and estate planning. Availability varies by market, and not all practice areas are eligible in all locations. During your strategy session, we'll assess whether LSAs are available and competitive in your specific market and practice area — and whether they make sense as part of your overall paid media mix.