You handle client calls, meet deadlines, and manage detailed cases. Finding new clients shouldn't add to your stress. Google Ads for IP lawyers helps you connect with people searching for your services right now.
With the right approach, you can attract qualified leads and grow your practice. This guide shows you how to set up Local Service Ads, run smart campaigns, and reach potential clients without wasting time or money.
Let’s get started.
What Are Local Service Ads?
Local Service Ads are a special type of paid ad from Google that connect local businesses like your law firm with people searching for services nearby. When someone looks for legal help in your local area, these ads appear right at the top of the Google search results, even above regular ads and organic listings.
What makes LSAs different is simple. They only charge when a potential client contacts your law firm directly through the ad. You only pay if an interested customer contacts you. Unlike traditional ads that charge per click, LSAs focus on real leads.
For IP lawyers, this offers a huge advantage. You can spend smarter while reaching the right people, those actively searching for services like trademark registration, patent advice, and copyright protection.
Next, let’s make sure your firm qualifies to run these powerful ads.
Eligibility Requirements for Law Firms
To run LSAs, law firms must pass Google’s strict screening process, which includes verifying each attorney’s state bar license and confirming business credentials. Getting this approval builds trust with clients before they even contact you.
If you’d rather not deal with all the steps yourself, Matter Solutions can handle this for you, making sure your law firm meets every requirement quickly and accurately.
Application and Approval Process
The approval process usually takes two to five weeks. That may sound like a delay, but think of it as an investment in your law firm’s reputation.
During this process:
- Google verifies your licenses and credentials
- Background checks ensure your firm meets high standards
- Once approved, you receive the Google Screened badge. This badge signals trust and makes your listing more visible
Getting approved opens the door to new local clients who are searching right now. Once your LSAs are live, it is time to turn that visibility into leads. That brings us to why these ads matter so much for IP lawyers.
Related: Google Ads for Criminal Lawyers.
Why Google Ads (Including LSAs) Matter for IP Lawyers
Google Ads place your law firm in front of people searching for services like trademark registration, patent support, or copyright protection.
Here’s why that’s so important…
75% of users never scroll past the first page of search results (AIOSEO). You need to be at the top or you won’t get seen. Local Service Ads put you at the top of the page, ahead of competitors.
Imagine you’re a new business interested in registering a trademark. You Google “attorney for trademark registration”, and you see a result at the top above everyone else. This result also has multiple 5 star reviews and even a clickable phone number. Wouldn’t you choose that one? It’s just human psychology, isn’t it? The numbers prove this to be true. Most people click that top result. That’s the power of LSA ads.
They connect you with people actively looking for help, making it easier to bring in qualified leads.
Level the Playing Field for Small and Mid-Sized IP Law Firms
One of the best things about LSAs for law firms is that they help you compete with larger firms due to their unique “pay-per-lead” payment system. Pay-per-lead means that you only pay when someone calls you, messages, or submits a form. See the value in that? Instead of paying every time someone clicks (which adds up quickly), you only pay when a highly qualified potential client actually contacts you.
Even as a small practice, LSAs give you:
- Equal placement in Google search results
- Access to prospective clients who need help now
- Control over your advertising spend
When your ad shows up with reviews, licensing, and clear services, you create the kind of digital footprint that draws serious clients. This works even if you’re a solo attorney or a boutique firm.
Build Instant Trust with Local Service Ads
Would you trust a pre-screened company with a verified badge? Well, most customers do. In fact, Google data proves that customers trust verified companies more than unverified ones. That’s why LSAs are great for law firms. LSAs build trust because your ad will display a Google Screened badge in the search results.
It’s a little green badge that appears next to your name. That badge shows potential clients you’ve been verified by Google. It tells them you’re a real, licensed lawyer, not just someone running ads. It’s one of the fastest ways to earn trust before someone even clicks.
Drive More Leads and Grow Your IP Practice
Low-quality leads waste time, drain your ad budget, and crowd your calendar with calls that go nowhere. This is a common issue for IP lawyers running general ad campaigns. Local Service Ads reduce that problem by showing your firm only to people searching for services in your exact practice areas.
To make this even more effective:
- Go beyond just selecting “intellectual property law.” Add services like “cease and desist letters,” “IP contract drafting,” or “international trademark registration.”
- Use precise, service-focused language in your ad profile. This improves Google’s targeting and filters out irrelevant leads.
- Keep your service list updated. New offerings or refined language can help surface your profile for more qualified searches.
These refinements help you attract leads that are ready to hire, more aligned with your expertise, and far more likely to become paying clients.
Up next, I will show you how to create effective campaigns that maximize this potential while avoiding costly mistakes.
Creating Effective Google Local Service Ads Campaigns
Now that you know the basics of Google Local Service ads, we want to walk you through our process for running effective campaigns. We’ve been doing this for more than 10 years now and have ranked hundreds of local area service providers for some of the toughest keywords in major cities across the country.
This section shows how to manage your budget, create impactful ad copy, and keep your ads running smoothly.
Setting a Budget and Bidding Strategy
First up, we want to walk you through setting up a bidding strategy. Google lets you bid for search terms, which helps your campaigns stay competitive without going over budget. Here’s how bidding works: You set an amount you’d like to spend and when someone searches for a term related to your business, for example, “patent attorney near me”, you automatically “bid” to appear for that search term. It’s a bit complicated at first, but quite easy once you get some experience.
Here is how you can approach your ad spend:
- Start with Google’s suggested bids. This gives you a baseline without overspending.
- Adjust your budget according to location, competition, and lead quality.
- Track which leads result in consultations and adjust spending to boost those areas.
Strategic budgeting helps ensure you're reaching the right clients consistently. To see how expert-level ad management helps law firms stay efficient and effective with their spend, explore our approach to Google Ads campaign management.
How to write Compelling Ad Copy
The best way to write your Google Ads copy is to first choose the right audience, then focus your messaging around what they’re actually searching for.
You don’t want to run broad ads that just say “IP lawyer near you.” That won’t connect with the person who’s looking for help filing a trademark or protecting a patent. Go specific.
The more directly your ad speaks to their situation, the more likely they are to call you. Here is how to create ads that connect:
- Focus on IP services, using terms like trademarks, patents, and copyright help.
- Upload real photos to make your listing more authentic.
- Complete all verification steps to show up prominently in local results.
Precise, informative ad copy ensures your LSAs appear to local clients who need your services now.
Boosting Ad Visibility and Performance (Mistakes to Avoid)
Over our decade of experience in the industry, we’ve made a lot of mistakes. Lucky for you, we’re going to share everything we’ve learned. Avoid these common errors to keep your campaign strong. Here are some errors to sidestep:
- Not gathering enough reviews, which weakens your ad's ranking.
- Letting your profile go stale, reducing visibility.
- Failing to highlight practice areas, which limits the ads’ relevance to searches.
Keep your ad profile updated and active to continue driving qualified leads your way.
Now that you know how to create effective campaigns, it’s time to manage and optimize them to ensure long-term success. Let’s look at how you can keep your ads performing well over time.
Google Screened vs. Google Guaranteed: Which One Do IP Lawyers Need?
It’s easy to get lost in Google's programs when you just want to grow your practice. If you have searched for ways to advertise locally, you’ve probably come across terms like "Google Screened" and "Google Guaranteed." They sound similar, but for lawyers, the difference is important.
You are a legal professional. Your work is serious. That’s why Google does not allow lawyers to use the "Google Guaranteed" badge, which is designed for businesses like plumbers or cleaners. For law firms, the proper designation is Google Screened, and it carries significant weight.
Understanding Each Program
Clients want assurance before they call a lawyer. That is exactly what the Google Screened badge provides. To get this badge, your law firm must pass strict checks. Google verifies your business licenses, confirms that your attorneys hold active bar licenses, and reviews your background.
When potential clients see the Google Screened badge on your ad, they know you are legitimate and trusted. (Think about how you choose services yourself. Would you call someone unverified?)
Why Google Screened is the Right Choice for IP Lawyers
A Google Screened badge tells people you’re a verified lawyer. It lets potential customers know that Google has taken the time to verify your license, office, and experience. It shows up right in the search results and helps them trust you before they even click.
Here’s why it matters:
- Verified ads appear at the top of local search ads, giving your firm greater visibility.
- The badge builds trust quickly, which matters when prospective clients are comparing law firms.
- Screened listings drive higher-quality leads. People are more likely to contact lawyers they know have been verified.
In my experience working with law firms, adding the Google Screened badge often leads to faster client inquiries. People feel reassured when they see proof that you are who you say you are. This is essential in legal services where trust plays a huge role.
Now that you know which badge you need, let’s shift focus to measuring your success and making sure your ads deliver real results.
Measuring Success with Google Local Service Ads
Measuring the success of your Google Ad campaigns is one of the best ways to both reduce your ad spend and increase leads. The reason for that is because when you measure ad performance, you can see what’s working and not working. If something is working, you can invest more in that (and increase leads). If it’s not working, you can cut it off (and stop wasting money).
The good news is Local Service Ads make tracking performance clear and manageable. Once you know what to watch, you can keep improving.
Using Data to Optimize Your Campaign
Your LSA dashboard shows exactly how your ads perform. This gives you everything you need to fine-tune your campaigns without wasting time.
Look closely at this key information:
- Number of leads: See how many people contacted your firm through your ad.
- Booked consultations: Track which leads turned into real conversations.
- Service area success: Identify which locations or IP services generate better results.
Yes, sometimes small tweaks make all the difference. I’ve worked with firms that were surprised to find that minor adjustments, like shifting focus to high-performing service areas, created big improvements.
Making Smart Adjustments Based on Results
If leads start dropping off or you're getting the wrong kind of calls, it's time to make changes. Small updates to your targeting, copy, or budget can get things back on track. Here’s what to review regularly:
- Update ad copy if leads slow down.
- Adjust budget allocation to prioritize your strongest areas.
- Remove services or keywords that attract irrelevant leads.
Staying active with these updates ensures you keep attracting people who are serious about hiring you.
Common Signs of Success
Good ads bring in more than just clicks. You should see:
- An increase in booked consultations.
- Positive feedback and reviews from new clients.
- A growing number of qualified inquiries, not vague or unrelated ones.
When these things happen, your ads are doing exactly what they should.
Next, I will answer common questions IP lawyers often ask about Google Ads, from costs to compliance concerns.
Frequently Asked Questions About Google Ads for IP Lawyers
Wondering how this all fits together for your law firm? That’s normal. Many lawyers have questions when it comes to running Google Ads, especially around costs, rules, and results.
Here are some of the most common concerns and answers to help you move forward with confidence.
How much should IP lawyers spend on Google Ads?
Your budget depends on your market and goals. Many IP law firms start with a modest daily budget, then scale up once they see steady results. Remember, LSAs only charge when someone contacts you, which helps control costs.
If your goal is to stay competitive in your area, review your spending regularly. Adjust based on how many qualified leads you receive each month.
What works better, PPC or Local Service Ads?
For many lawyers, Local Service Ads offer better lead quality. LSAs appear at the top of search results and focus on serious inquiries. Pay-per-click (PPC) ads can still be useful, especially for broader marketing strategies or when LSAs are unavailable in your area.
Many firms use both, but LSAs often offer the best return when targeting clients who are ready to hire.
Does Google Ads collect IP addresses?
Google Ads tracks user data, but it does not share specific IP addresses with advertisers. You will receive general insights about location and devices, which help you improve targeting while staying compliant with privacy rules.
What can’t lawyers advertise on Google Ads?
Google restricts sensitive or misleading content. You cannot promote illegal services, make unrealistic claims, or violate advertising policies. For example, promoting guaranteed outcomes in legal cases is not allowed.
Make sure your ads follow Google’s legal advertising guidelines to avoid disapprovals or penalties.
Now that the common questions are out of the way, let's bring everything together and talk about how you can take action to start seeing results.
Ready to Start Growing Your IP Law Practice?
You already have enough on your plate. Google Local Service Ads are a simple way to stay visible to local clients who are actively looking for legal help, without pulling you away from the work that actually matters.
Here’s what to do:
- Apply for Google Screened and finish the verification steps.
- Set up your profile with accurate info, clear services, and solid client reviews.
- Check in regularly to keep things running smoothly.
People in your area are already searching for support with things like trademarks and patents. If you’re not showing up when they do, they won’t even know you’re an option.
If you want help getting it right from the start, contact the team at Matter Solutions.
