Definition
Local Services Ads are Google ads that appear at the very top of some local searches. Law firms that pass Google's screening can show a 'Google Screened' badge. Unlike standard search ads, firms generally pay per lead, such as a call or message, rather than per click.
Why it matters for law firms
LSAs often sit above both standard ads and the Local Pack, so they capture high-intent searchers first. Rankings within LSAs are influenced by reviews, responsiveness and proximity, so fast intake and good reviews directly affect results.
Example
A DUI firm activates LSAs and answers calls within minutes around the clock. Its responsiveness and reviews help it appear more often than competitors who let LSA calls go to voicemail.
How to improve it
- Complete Google's screening and license verification.
- Answer LSA calls and messages quickly, including after hours.
- Dispute leads that are clearly not valid.
- Keep earning reviews, which also feed LSA ranking.
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PPC for Law FirmsRelated terms
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026