LSAs, or Local Services Ads, have come a long way in 10 years. So are they still relevant? Are they right for your firm?
You have to be very competitive and active to get the most out of LSAs. But if you’re prepared to process a ton of leads and you have the appetite for spending some cash, then LSAs are a powerful growth strategy for law firms in 2025.
If your firm does not have a strong local presence and you don’t have the capacity to respond to leads (and dispute illegitimate ones) immediately, then you can skip this article. LSAs aren’t right for every firm.
This article will quickly walk you through what LSAs are, who should consider them, and what it takes to run them effectively in 2025.
What are Google LSAs?
LSAs are Local Services Ads. These advertisements appear above traditional Google Ads and above organic results.
[screenshot example]
LSAs are intended to help local service providers, including law firms, connect with leads. A client can click to call or message you directly, and you only pay for real leads (not clicks). That’s why LSAs are also known as “pay per lead” ads.
As the platform has matured, competition has also increased.
What’s changed in 10 years:
- Now available in all U.S. markets
- Expanded to more case types (e.g., immigration, family, estate planning)
- Better filters for users—and more accountability for law firms
Who are LSAs right for?
We currently recommend LSAs for law firms that want volume, fast.
In other words, LSAs can be a smart investment if:
- You want immediate leads, not just long-term SEO.
- You have budget flexibility (expect to spend ~$1,000–$5,000/month minimum in competitive markets).
- You can handle a ton of leads (aka, your intake team is fast and responsive).
- You’re in a practice area that Google supports (e.g., personal injury, criminal defense, estate planning, etc.)
LSAs are not ideal for:
- Firms without a strong Google Business Profile
- Firms with few or no Google reviews
- Practices with limited capacity or slow response times
Must-have requirements before you start with LSAs
First, understand that you cannot just flip a switch to start with LSAs.
You have to be eligible.
Before you’re eligible to run LSAs, your firm must:
- Have a verified Google Business Profile (GBP)
- Undergo Google’s screening and verification (including background checks)
- Collect strong Google reviews (the more, the better—aim for 20+ with high ratings)
However, eligibility is not the whole ball game. Listings are ranked within LSAs, so just being eligible doesn’t mean you’ll show up consistently.
To be competitive, a firm needs to have a high response rate and fast lead follow-up, a lot of high-quality reviews, and a strong practice area and proximity relevance.
How to manage LSA leads effectively
LSAs yield big rewards for firms that are responsive and engaged.
Here’s how to manage your LSA leads effectively:
DO answer or return calls immediately.
DO use the Google LSA dashboard to mark leads as booked.
DO dispute unqualified leads (e.g., wrong location or practice area) to request refunds.
DO monitor your profile and reviews consistently.
DON’T let leads sit for hours.
DON’T treat it like a “set and forget” platform.
DON’T ignore your LSA metrics (response time, booking rate, etc.).
You only get charged per valid lead, so disputing incorrect ones keeps your ROI healthy.
If this is feeling like a ton of work, you’re absolutely right…it takes effort to manage LSA leads effectively. But it’s well worth the investment, especially if you’re working with an agency to help you generate enough new business to cover the expense.
Review and next steps
LSAs work—but only if you’re ready.
Local Services Ads are a powerful way to grow your firm’s caseload quickly, but they’re not a shortcut. They require a solid foundation, fast follow-up, and a willingness to stay on top of performance.
- LSAs are great for firms with budget and staff capacity.
- You need a strong GBP and Google reviews to compete.
- Real-time lead management is non-negotiable.
- You can dispute and get refunded for bad leads, but only if you monitor closely.
If your firm is ready to scale, LSAs may be your most effective advertising spend in 2025.
