Local search is a crucial aspect of digital marketing for law firms, allowing them to connect with potential clients in their specific geographic or local area. By optimizing their online presence for local search, law firms can increase their visibility and attract more leads from individuals seeking legal representation in their local area.

There are numerous ways to improve your local search.

1. First, you can create SEO-friendly, high-quality content for your law firm using targeted local keywords to rank higher in SERP.

2. Second, you can optimize and manage your Google Business Profile.

3. Third, in addition to your Google Business Profile, you can complement your GBP and use Local Service Ads. 

How local service ads can help your law firm get more leads

From Google: 

Local Services Ads help you connect with people searching on Google for your services. Your ads will show up for customers in your area, and you only pay if a customer contacts you directly through the ad.

With local service ads (LSAs), you pay by the lead instead of the click; with Google Ads, you're only charged when a prospective customer contacts you via the ad.

Local search ads can help law firms in several ways:

• Increase visibility and brand awareness: 
  Local search ads appear at the top of Google search results for relevant local searches, meaning they are seen by potential clients who are already interested in your law firm's services. This can increase brand awareness and make potential clients more likely to choose your law firm over the competition.

• Generate leads: 
  Local search ads are a great way to generate leads for your law firm. When potential clients click on your local search ad, they will be taken to a landing page of your choice where they can learn more about your services and contact you for a consultation.

• Target the right audience: 
  Local search ads allow you to target your ads to potential clients in your specific area. This means that you are only paying to show your ads to people who are likely to be interested in your services.

• Track your results: 
  Local search ads provide detailed tracking information so that you can see how your campaigns are performing and make adjustments as needed.

Here are some specific examples of how local search ads can help law firms:

• A personal injury attorney can use local search ads to target potential clients who have recently been injured in an accident.

• A divorce attorney can use local search ads to target potential clients who are considering getting a divorce.

• A criminal defense attorney can use local search ads to target potential clients who have been charged with a crime.

• A business attorney can use local search ads to target potential clients starting a new business or needing help with legal matters related to their existing business.

Overall, local search ads are an excellent way for law firms to increase visibility, generate leads, target the right audience, and track their results.

Tips for using local search ads for law firms

• Make sure your Google Business Profile is complete and up-to-date. Google Business Profile powers local search ads, so it's essential to make sure that your profile is complete and accurate.

• Target your ads to the right keywords. When creating your local search ad campaigns, use target-relevant keywords that potential clients are likely to use when searching for legal services.

• Write compelling ad copy. Your ad copy should be clear, concise, and persuasive. It should highlight the benefits of your services and encourage potential clients to contact you.

• Set a realistic budget. Local search ads can be a very effective way to generate leads, but setting a realistic budget for your campaigns is important. You can adjust your budget at any time as needed.

• Track your results and make adjustments. It's important to track the results of your local search ad campaigns to see what's working and what's not. You can use this information to adjust your campaigns to improve your results.

How to set up Local Service Ads for your law firm 

Google Local Service Ads are relatively easy to set up. However, for your Local Search Ads to work effectively, you should ensure they are set up correctly and have someone in your law firm who can manage your account. Below is an overview of how to set up your Local Service Ads. 

1. To set up your Local Service Ads, you must log in with the same Gmail address you use for your Google Business Profile. When prompted, you will add personal information about your business and await approval: your Google Screened. 

From Google: 

To take part in Local Services Ads, all businesses must first pass Google's screening and verification process. The process varies depending on business type and location; however, it involves background, business registration, insurance, and license checks.

2. On the home page, there is a calculator under the cost tab; the same link can estimate what you will typically spend per month. You can adjust the cost based on how many leads you would like per month. 

3. Once you are approved for the Google Guaranteed, you can go in and add more information to your Local Service Ads account. This includes: 

1. Your business bio - can use what is in your Google Business Profile.

2. Set your budget.

3. Add schedule - when you want your ads to run.

4. (Job Type) Add your law firm's services.

Or, under settings, you can switch on "lawyer near me" to potentially get more leads, but this won't be specific to your services. 

5. Add display photos (logo, professional photo).

6. Set up who will be notified when you receive a lead. 

7. Add service hours.

8. Add service area.

9. Give customers an option to schedule an appointment. 

As mentioned above, you will want someone in your office to manage these ads. This person will be able to monitor your leads, adjust your budget, and tweak how your ads are displayed. 

By implementing Google Local Search Ads and consistently monitoring their local search performance, law firms can effectively reach potential clients in their geographic area, generate more leads, and grow their business.

At SEO My Law Firm, our content writing and marketing services will help your law firm maximize its reach and engagement with your target audience. Our team of experienced content writers creates organic social media strategies so you can be sure your firm's message reaches the right people. Contact us today for a free 30-minute consultation to learn more about how our law firm's content writing services can help you reach your ideal client and get more leads.