Synetix SystemsMost law firms that qualify should run both. Local Services Ads charge for each lead, appear above search ads and need the Google Screened license check. Search ads charge for each click, give you control of keywords and pages, and work in any practice area.
How they differ
| Local Services Ads | Google search ads | |
|---|---|---|
| You pay for | Each lead: a call, message or booking | Each click, whether or not the visitor contacts you |
| Where it shows | At the top of the results, as a profile card | In the ad slots, as a text ad that links to your site |
| Who controls the page | Google: the visitor sees your profile, not your site | You: the visitor lands on the page you choose |
| Keyword control | None. You pick practice areas and a service area | Full: keywords, match types, negative keywords |
| Entry check | Google Screened: Google verifies each lawyer's license | None beyond the Google Ads policies |
| Ranking | Bid, profile quality, reviews and how fast you respond, per Google's ranking page | Bid and ad quality |
| Bad leads | Credits for some invalid leads | Credits for invalid clicks, not for bad form fills |
When Local Services Ads fit better
- Your practice area is in the Local Services categories. Family and immigration law are on Google's list, with other practice areas, but the list varies by market. Check the sign-up form for yours.
- You have a good number of Google reviews and can keep adding to them.
- Someone answers the phone and messages quickly. Google ranks responsive firms higher, so a slow intake team pays more for less.
When search ads fit better
- Your practice area or market is not in Local Services.
- You want the visitor to see your own site, your case results and your intake form.
- You want to target specific matters, such as "contested divorce with business assets", and exclude others.
Why most firms run both
The two products show in different places on the same results page. Local Services Ads capture the person who wants to call a nearby lawyer now. Search ads capture the person who wants to read first. Run both, then compare the cost for each signed case, not the cost for each lead, because the two "leads" are not the same thing.
Getting help
Synetix Ads for Local Services manages Local Services Ads next to your search campaigns, with both counted under one budget cap.