Are LSAs Better Than Google Ads for Law Firms?

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💸 Not sure whether Local Services Ads (LSAs) or Google Ads will give your law firm the best ROI? In this episode, Danny Decker breaks down the key differences between the two—and why the answer isn’t as black and white as you might think. Learn how to compare lead quality, cost per acquisition, and which platform is right for your market and practice area.

📌 Key Takeaways:

• The one major billing difference between LSAs and Google Ads.
• Why lead quality matters more than just lead cost.
• How to test and compare ad performance like a smart marketer.

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Transcript:

Are LSAs better than regular Google Ads?

I wish I could give you a black-and-white answer to this—but unfortunately, it depends. I know plenty of law firms that have gotten great results from LSAs. But it really depends on your market and your practice area.

Here’s the quick and dirty difference that actually matters:
With LSAs, you only pay for actual leads. Google only charges you when a qualified lead is generated.

With regular Google Ads, you’re paying per click—and sometimes even per impression. So if your Google Ads campaign is dialed in and producing leads at a low cost, you might see a better return with that than with LSAs.

But if your Google Ads campaign is not performing well and your leads are expensive? Then LSAs might actually be more affordable.

It really just takes some testing and comparison. Again, your results will vary depending on your practice area and your location.

My suggestion? Test both. Look at which platform gives you a lower cost per lead—but don’t stop there. Go deeper. Look at the cost of acquisition. You have to understand lead quality too.

For example, maybe your LSAs are delivering cheaper leads, but they’re not converting as well as the leads from your Google Ads campaign. In that case, the Google Ads leads—though more expensive—might actually be more valuable.

Bottom line: both have merit. I’ve seen both work really well for law firms. You just have to test and compare the results in your own business.