As a law firm owner, staying ahead of the curve when it comes to digital marketing is crucial for reaching potential clients. Luckily, Google's Local Services Ads (LSA) has launched new features that can help elevate your online presence and attract more leads. In this blog post, we will explore the latest updates in LSA and how they can benefit your law firm.

LSA is rolling out a direct business search feature that allows your ad to appear when someone searches for your brand or business on Google. This means that potential clients looking specifically for your services can easily find you through LSA ads. By enabling this feature across all accounts, you can start receiving targeted leads from individuals who are already interested in what your law firm has to offer.

In addition to the direct business search feature, LSA is also introducing the option to include photos in your ads displayed on search engine results pages (SERP). High-quality photos can make a significant impact on attracting leads as they provide a visual representation of your law firm. By uploading four to six in-focus photos, you can showcase your office space, team members, and overall brand identity, giving potential clients a glimpse into what sets your firm apart from competitors.

For returning customers who contact you through an LSA ad, Google screens calls to verify their status. If a caller indicates that they are a returning customer, you will not be charged for the lead. This helps ensure that you are only paying for new leads generated through LSA ads while fostering loyalty with existing clients.

If you prefer not to receive leads from direct business searches or want more control over which leads you pay for, you have the option to opt-out of this feature. It's essential to review and adjust these settings based on your law firm's unique needs and goals.



The latest launch features in LSA present exciting opportunities for law firm owners to enhance their online visibility and attract qualified leads. By taking advantage of direct business search capabilities and incorporating high-quality photos into ads, you can effectively engage with potential clients and differentiate your firm in a competitive market. Stay proactive in exploring these new features and optimizing them to maximize the impact on your digital marketing strategy.