Why Is My Law Firm Not Getting Leads Through Google Local Services Ads?

Every Law Firm we have set up for Google’s Local Services Ads is very happy with the product, but they all have one thing in common. They all wish they could obtain more leads.

Sometimes law firms display consistently in the “Google Screened” results.

Sometimes law firms show up rarely, due to the competition.

Once in a while firms almost never display.

Regardless of how frequently (or infrequently) you display in the top 3 at the top of Google’s search results, you should at least show up in the long list of attorneys. If you do not, you have a technical error with your listing.

Diagnosing a Lack of Leads from Local Services Ads:

If you’re the DIY type, or you just haven’t gotten around to hiring us yet, there are a few things you should know about which will determine when you show up in the Google Screened section.

1. The algorithm.

Local Services Ads has it’s own algorithm. According to LSA employees, the algorithm resets rankings of firms every 90 days. I don’t know if that’s true or not, but if it is, you have the opportunity to fix the issue (which you should do anyways). Supposedly, the algorithm is in place to make sure Google is sending users to the most relevant lawyers. Google favors law firms in the same city as the user. Google also appears to penalize firms with a lack of rankings or poor rankings. Most importantly, Google prefers to send users to law firms which answer the phone consistently. That’s right. If people are getting a voicemail and/or hanging up for another reason, such as a phone system, Google is going to give ad placements to your competitors.

For more information on the algorithm please read Google Local Services Ads Ranking Algorithm for Attorneys.

2. Business hours.

There are two settings attorneys should be aware of. You can adjust your business hours, and you can adjust the hours the ads display. Given the fact that Google gets grumpy when you don’t answer the phone, be sure that if your ads are displaying outside of normal business hours that someone is answering the phone. Answering services may need special training for answering LSA calls. Ads not set to display during certain hours won’t display, and I have a hunch that if your ads are set to display outside of your operating hours that you’ll receive diminished visibility as well.

3. “Maximize Leads” vs “Max Per Lead”

Always use “Maximize Leads”. The “Max Per Lead” setting is terrible. Don’t worry, the ads cost the same price either way. Personally, I always select Maximize Leads and then crank the budget way up. As mentioned at the beginning of this article, everyone I work with wants more leads from LSA. As of January 2022, Google is sort of shooting themselves in the foot here, as I know several attorneys who would be willing to bid higher on leads than the “maximize leads”. I have yet to meet an attorney who thinks they’re spending too much on LSAs. It’s always just the opposite.

If you aren’t familiar with this Pay Per Lead program, it’s much, much different than Google Ads (Pay Per Click). You can read all about LSAs here.

4. Too Much Competition.

I have so many case studies. Here are a few:

  • In a city of 500,000 people, a personal injury attorney gets 75 LSA calls per month.
  • In a city of 250,000, a PI attorney gets 12 calls per month.
  • In a city of 125,000 in California, a PI attorney gets 2 calls per month, because so many of his competitors are fighting for ad space
  • In a city of 1,500,000 people, an attorney gets 1 call from LSAs.

Those are real life numbers from December 2021.

As you can see, the numbers are all over the place. The number of leads generated depends on a variety of factors.

Note: The attorney in the 1.5m population city does not do a great job answering their phone.

5. Properly fill out all fields in LSA.

This is good advice for ALL Google products. You want to give them as much information as possible. Two screens in particular you should pay special attention to are the “areas of practice” tab and also the little tabs in the “Profile & budget screen” which allow you to post service updates and choose your business status.

6. You should ALWAYS be SOMEWHERE in the list, even if you suffer from poor rankings.

When you do a search for attorneys in your area, click the “more lawyers” button and examine the list of law firms.

Screenshot of LSA ads

You should display here somewhere, even if it’s at the bottom of the list. If you don’t, you have other problems.

Maybe an attorney’s license has expired, or maybe your LSA account has been misconfigured. You can hire us to look at it, go through all of the settings yourself, or call Google LSA for support. It’s a free call, just set aside about 90min for hold time.

Recap – Troubleshooting a Lack of Calls:

There are only so many calls you may receive from Local Service Ads.

  • If you’re receiving dozens of calls and want more, you’re probably out of luck (without opening a second LSA account in another city)…
  • If you’re receiving a small number of calls, check your rankings from time to time. If another firm is consistently outranking you, it could be because of their review profile. If there are 100+ firms in your area getting cycled through randomly, you’re just in a crowded space. As mentioned above, read about the LSA algorithm.
  • If you’re not receiving any calls at all, that’s good news as you can likely repair the issue.

Want help? Contact us.

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