In today’s dynamic world of evolving online visibility, lawyers and law firms increasingly turn to Google Local Services Ads (LSAs) to add another digital marketing strategy to their legal marketing toolkit.

LSAs are a powerful resource for legal professionals seeking to broaden their digital footprint and connect with a larger pool of Potential Clients. With LSAs, law firms can secure prime positions on the Google Search results page by taking advantage of top-of-page Google-screened ad positions.

To take full advantage of the growth potential presented by LSAs, marketing-savvy lawyers need to stay in tune with the continuing evolution of this tool, and Justia is here to help! Our team of legal marketing experts has reviewed the latest Google Partner newsletter and picked out the highlights that matter most for lawyers and law firms.

New: Ad Scheduler Now Supports Mid-Day Breaks

By taking advantage of the ad scheduling tools available in the LSAs platform, lawyers can choose when they are available to receive calls from potential clients via their Google Local Services Ad.

Historically, this tool offered little flexibility outside of setting your desired business hours. Recently, the ad scheduler was updated to allow you to add breaks in your working hours to better set when you are available to receive leads. You’ll never have to worry about missing a new LSA lead during your lunch break!

Reminder: UI Updates and Experiments

Google strives to improve its platforms constantly, and LSAs are no exception! The company recently reminded advertisers that they may see changes in the UI and ad formats as Google continues experimenting with new features to improve the experience for advertisers and users.

Don’t let these changes catch you off guard! If you see something different about your law firm’s LSA account, Google has a robust help center that can offer information and guidance. If you are working with a PPC advertising service, such as Justia Amplify, contact your provider for help from their team with navigating the change.

Alert: Google Business Photo Policy Guidelines Update

High-quality photos are a great way to help potential clients feel better connected with your practice online. Strong images can help potential clients feel more confident in choosing your law firm, increasing your ad’s engagement and performance.

Beginning on September 1, the LSA business photo policies will be updated. While the full details are available here, the highlights include allowing for a faster review process and more creative business photos, such as those using text overlays or transparent backgrounds, will be considered.

Being mindful of Google’s policies is important for lawyers advertising with LSAs. However, you should also remain aware of best practices for the industry and your law firm’s brand guidelines.

Final Thoughts: Why Do You Care?

A thriving practice is within your reach with a well-rounded legal marketing strategy! LSAs are a powerful tool that complements your other digital marketing techniques by increasing your visibility on the search engine results pages.

If you need help optimizing your Google LSAs to their full potential or leveraging other search engine marketing strategies, the Justia Amplify team can help. Contact us today for a free consultation.