7 Reasons Your Law Firm’s LSAs Are NOT Working

By Cesar Cobo | on Oct 15, 2023

As a law firm, there’s nothing more powerful than showing up in Google for local searches. It’s by far the best way to generate new leads for your law firm.

You can rank organically, but that takes time.

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Or, you can use Local Service Ads – a cheat code to get on top of search engines overnight.

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If you’re here, you’ve likely tried them before and either…

  1. Can’t get them to work
  2. Can’t get them to show up

In this post, we will break down 7 reasons why your law firm’s LSAs are not working and how to fix them.


Check out our videos for deeper insights, or tune in to our Podcast for legal marketing insights on the go.


7. Neglecting the Power of Online Reviews

Positive reviews play a crucial role in building trust and influencing the performance of your LSAs. When potential clients see positive feedback from satisfied clients, they are more likely to choose your legal services. Neglecting online reviews can impact your ad’s visibility and trustworthiness. Actively manage your online reputation by encouraging satisfied clients to leave reviews on platforms like Google My Business, Avvo, or legal directories.

Promptly address any negative feedback by responding publicly and resolving client concerns. By actively managing your online reviews, you’ll build trust, enhance your law firm’s reputation, and improve the visibility of your LSAs.



6. Insufficient Ad Spend

While LSAs can be cost-effective, it’s essential to allocate an appropriate budget to reach a wider audience. Insufficient ad spend can limit the impressions and clicks your LSAs receive, leading to decreased visibility and lower conversion rates. To improve the performance of your LSAs, consider the following:

  • Analyze your advertising goals and target audience to determine an optimal budget for legal services.
  • Test different ad spend levels to find the sweet spot that generates the desired results.
  • Monitor your ad performance regularly and adjust your budget accordingly.
  • Consider increasing your ad spend during peak seasons or when launching new practice areas or promotions.

By investing an appropriate budget, you’ll expand your LSAs’ reach, increase exposure, and attract more potential clients.


5. Limited Geographical Targeting

Properly setting up your LSAs to target the right audience is crucial for maximizing their visibility and effectiveness. If your ads are not showing up, it could be because you haven’t specified the correct location or radius for targeting. Consider the following tips for effective geographical targeting:

  • Identify the primary areas where your target audience resides or where you provide legal services.
  • Use Google Ads’ location targeting options to specify these areas, either by selecting specific cities, regions, or radius targeting around your law firm’s office location.
  • Experiment with different targeting settings to find the best approach for reaching your desired audience.

By targeting the areas where your legal services are available, you’ll ensure your LSAs are shown to potential clients who are more likely to engage with them, increasing their visibility and driving conversions.


4. Incomplete or Inaccurate Law Firm Information

Providing comprehensive and accurate details about your law firm is vital for LSAs to appear in relevant searches. Incomplete or inaccurate information, such as contact details, office hours, or practice areas, can negatively impact your ad’s performance. Ensure you provide accurate and up-to-date information by following these guidelines:

  • Verify and update your law firm’s information on Google My Business or other relevant legal directories.
  • Double-check your contact information, including phone number, email address, and office address.
  • Clearly list your law firm’s office hours, including any variations on holidays or weekends.
  • Provide detailed descriptions of your legal services, highlighting your expertise and success stories.

By providing accurate and comprehensive information, you’ll increase the chances of your LSAs being displayed to potential clients searching for your legal services.


3. Violations of Google’s Advertising Policies

Violating Google’s advertising policies can result in LSAs being disapproved or not shown at all. Familiarize yourself with these policies to ensure compliance. Here are some common policy violations that can impact the visibility of your LSAs:

  • Misrepresentation: Providing inaccurate or misleading information about your law firm, services, or qualifications.
  • Unacceptable business practices: Engaging in illegal activities, promoting harmful products or services, or violating ethical standards.
  • Untrustworthy behavior: Using deceptive practices to manipulate users, such as false claims or impersonation.
  • Restricted content: Advertising content that falls under restricted categories, such as adult content or prohibited legal services.
  • Inappropriate content: Displaying content that is offensive, discriminatory, or violates community standards.
  • Non-compliance with legal requirements: Failing to comply with local, regional, or national laws and regulations applicable to legal advertising.

By understanding and complying with Google’s policies, you’ll ensure your LSAs remain visible and maintain a trustworthy online presence for your law firm.


2. Not Answering Calls

Prompt and reliable communication is essential for a positive client experience and can impact the effectiveness of your LSAs. When potential clients see your ad and decide to contact your law firm, they expect a timely response. Failing to answer calls promptly can lead to missed opportunities and a negative perception of your law firm. Consider the following tips to improve your phone responsiveness:

  • Clearly display your law firm’s phone number in your LSAs, website, and other marketing materials.
  • Ensure you have enough staff to handle incoming calls promptly, especially during peak hours.
  • Implement call tracking and monitoring systems to measure and improve response times.
  • Provide alternative contact methods, such as email or contact forms, for clients who prefer those channels.

By prioritizing prompt phone responsiveness, you’ll enhance client satisfaction, increase trust in your law firm, and improve the overall effectiveness of your LSAs.


1. Poor Client Reviews or Ratings

Client reviews play a significant role in shaping potential clients’ perception of your law firm and can heavily influence their decision-making process. Negative reviews or low ratings can harm your ad’s visibility and hinder client trust. To manage client reviews effectively, consider the following strategies:

  • Encourage satisfied clients to leave positive reviews on platforms like Google My Business, Avvo, or legal directories.
  • Respond promptly to all reviews, both positive and negative, to show that you value client feedback.
  • Address any negative feedback or complaints publicly, demonstrating your commitment to resolving legal issues and providing exceptional client service.
  • Learn from negative reviews and implement necessary improvements to enhance client experiences.

By actively managing your client reviews, you’ll create a positive online reputation, increase the visibility and credibility of your LSAs, and attract more potential clients.


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