As the legal industry continues to evolve, Local Service Ads (LSA) have become an essential tool for lawyers to attract clients and generate leads. If your law firm isn’t already leveraging LSAs, you may be missing out on valuable opportunities to connect with clients in your area. However, simply setting up LSAs isn’t enough. A regular checkup of your LSA campaigns ensures that you’re getting the best possible results. This October, it’s time to make sure that your LSAs are optimized and performing at their peak. By fixing category mistakes, boosting reviews, and capturing more cases, you can see a noticeable improvement in your ad performance.
Fix Category Mistakes 
One of the most common mistakes law firms make when using LSAs is selecting the wrong category. Your category determines when your ads will show and who will see them. For example, if you’re a personal injury lawyer but have mistakenly selected criminal law as your category, your ad might be displayed to people who are looking for criminal lawyers, not personal injury lawyers. This can result in wasted ad spend and missed opportunities. It’s crucial to ensure that you are targeting the correct practice area to make sure your ad appears when potential clients are actively searching for your services.
To fix category mistakes, take some time to review your LSA settings. Is your law firm listed under the correct category? Are you offering services that fall into a broader category, and if so, are they specified correctly? Double-check that your ad reflects the services you provide and matches the search intent of your potential clients. For example, if you are an immigration lawyer, be sure to list yourself under immigration law, not family law or general legal services. Accuracy is key to capturing the right audience and ensuring your LSA budget is used effectively.
Boost Reviews
In today’s digital age, online reviews can significantly influence a potential client’s decision to hire a lawyer. LSAs give preference to law firms with strong reviews, and for good reason. When clients search for a lawyer, they want to know that the firm they are considering has a proven track record of success and client satisfaction. A good rating can set you apart from the competition and increase the likelihood that a potential client will reach out to your firm.
Your LSA profile will display your average star rating, which directly impacts how your firm appears in search results. The more positive reviews you have, the higher you’ll rank in LSAs, making your firm more visible to potential clients. Reviews also build trust, which is crucial in the legal field. Potential clients are more likely to choose a lawyer they can trust, and reviews help to establish that trust before they even pick up the phone.
If your firm has received positive feedback from clients, make sure to ask them to leave a review on your LSA profile. Make it easy by providing them with a direct link and reminding them how much their feedback matters. A small, well-worded request can go a long way in improving your online reputation. Don’t just focus on gathering reviews—take the time to respond to each one, both positive and negative. Addressing negative feedback in a professional and empathetic manner shows that you care about your clients’ experiences and are willing to make improvements.
Capture More Cases
With your category mistakes fixed and reviews boosted, it’s time to turn your focus to capturing more cases through LSAs. To truly maximize the potential of your LSA campaigns, it’s essential to ensure that your profile is as optimized as possible. Here are a few key steps to take to improve your LSA performance:
Ensure Your Profile is Complete and Accurate
One of the first steps in optimizing your LSA is making sure that your profile is completely filled out with accurate information. This includes not just your practice area, but also your business hours, contact information, and location. The more complete your profile is, the more likely it is that potential clients will trust you. Additionally, a complete profile increases the chances of your ad showing up in relevant searches.
Update Your Profile Regularly
LSA platforms reward firms that keep their information up-to-date. If your office hours change, if your team expands, or if you introduce new services, be sure to update your profile accordingly. A regularly updated profile signals to the platform that your business is active and engaged, which can positively impact your ad visibility.
Use the Right Keywords
LSA ads are driven by keywords, and using the right ones is crucial. Make sure that the keywords in your profile align with the services that potential clients are searching for. Take some time to research common search terms in your practice area and incorporate them naturally into your profile. If someone is searching for “best personal injury lawyer in [city],” having these terms in your profile can increase your chances of appearing in their search results.
Track Your Performance and Adjust as Needed
Once you’ve set up your LSA campaigns, don’t set it and forget it. Regularly track your performance using the analytics provided by the LSA platform. Pay attention to metrics like your click-through rate, calls, and leads generated. By keeping an eye on your performance, you can make adjustments as needed. For instance, if you’re seeing a high number of clicks but not many calls, it may indicate that your ad copy isn’t compelling enough or that your ad isn’t targeting the right audience.
Additionally, consider using conversion tracking to measure the quality of the leads you’re receiving. Not all leads are created equal, and by tracking conversions, you can gain insights into which ads are bringing in the most valuable cases for your firm. Based on these insights, you can make strategic decisions about your LSA campaigns and improve your return on investment.
Local Service Ads are a powerful tool that can help law firms increase their visibility, attract more clients, and capture more cases. However, simply setting up an LSA campaign isn’t enough. It’s important to regularly perform checkups on your campaigns to ensure that they are fully optimized. By fixing category mistakes, boosting reviews, and actively working to capture more cases, your law firm can see a significant boost in both visibility and client acquisition.
October is the perfect time to take a fresh look at your LSA campaigns and make any necessary updates. If you need assistance optimizing your Local Service Ads or need more guidance on digital marketing strategies, don’t hesitate to reach out to Accelerate Now for a free consultation. We’re here to help you get the most out of your online marketing efforts and ensure that your law firm stands out in a competitive market.