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Local Services Ads vs. Search Ads—Which Channel Wins for Law Firms?
⚡ Why this comparison matters now
Local Services Ads (LSAs) sit atop Google results with a green “Google‑Screened” badge and charge per lead, while Search Ads bill per click. Choosing—or ignoring—either channel changes cost‑per‑signed‑case by hundreds of dollars. A calibrated mix can lower blended cost by 12–18 percent in most metros.
📊 Cost math’s at a glance
| Metric | Search Ads (PPC) | Local Services Ads (PPL) |
|---|---|---|
| Median click / lead price* | $60–$90 per click (PI) | $240 per qualified call (PI) |
| Avg. close‑rate | ~25 % | ~33 % |
| Cost‑per‑retainer | $400–$600 | $360–$480 |
*City‑wide U.S. averages Q4 2024; PI = Personal Injury.
Key drivers (simplified):
- Search charges for all clicks, including tire‑kickers; LSAs charge only after 30‑second calls or responded messages.
- LSAs rank above everything else, so intent and trust are higher—hence the stronger close‑rate.
- In PI, LSAs cost more per lead but often level‑peg on cost‑per‑retainer once close‑rates are factored in.
🔍 Composite takeaway—decoded into bullets
- 60‑70 % of budget in Search keeps a broad funnel alive and feeds retargeting.
- 30‑40 % in LSAs cherry‑picks urgent, phone‑ready prospects.
- Re‑balance monthly: shift five percent of spend toward whichever channel shows the lower cost‑per‑signed‑case (CPSC).
- Maintain Search even if LSAs boom—daily LSA budgets cap fast, and any lapse in response time throttles impressions.
🗺 Practice‑area playbook (with term‑gloss)
Personal Injury (PI) – LSAs win “call‑now” intent; Search mines research queries like “average rear‑end settlement.”
Family / Divorce – CPL parity; LSAs mop up urgency post‑filing; Search handles “cost of uncontested divorce.”
Immigration – Low CPCs put Search on top; LSAs only if you have bilingual intake on standby.
Criminal Defense – Late‑night calls = gold. LSAs with capped budget, Search as overflow.
Gloss: CPL = cost per lead; CPC = cost per click; CPSC = cost per signed case; Intake = your first‑call screening team.
🏗 One‑week launch & sync plan
| Day | Action | Output |
|---|---|---|
| 1–2 | Submit bar‑licence + insurance to Google | “Screened” verification in progress |
| 3 | Build LSA profile + 5 reviews | Profile rating ≥ 4.0 stars |
| 4 | Back‑solve budget (cases ÷ close‑rate × CPL) | Daily spend cap set |
| 5 | Audit Search campaigns (trim brand, throttle broad) | Match budgets to LSA schedule |
| 6 | QA call routing & intake scripts | Recorded test call passes |
| 7 | Launch guardrails (bid‑rules & dispute SOP) | Slack alert fires on CPL spike |
💬 Client snapshot
“Combining 65 % Search and 35 % LSAs dropped our blended CPSC from $512 to $438 in six weeks. Biggest surprise? LSAs taught us which ad copy resonated, and we ported those lines back into Search.”
— Maria Delgado, Managing Partner, Delgado & Parker Injury Law (Fort Lauderdale)
✅ Expanded compliance reminder
Google’s Screened badge doesn’t override state‑bar advertising rules. Confirm before launch:
- Licence & insurance docs match the firm name on your retainer agreement.
- Fee disclosures in LSAs mirror any contingency percentages quoted on your website.
- Call recording consent complies with one‑party vs. two‑party notification laws in your state.
- Dispute window (48 hrs) is calendared; failure to dispute invalid leads can be deemed acceptance of billing under FTC guidelines.
Document each item in a compliance log—Google’s YMYL policy rewards demonstrable accuracy and accountability.
