There’s a strong probability you’re reading this article trying to better understand the process of getting your personal injury law firm approved for Google’s Local Service Ads. Fortunately, we went through all of the steps for numerous clients and listed out a 13 step guide, to make it easy for you to follow. Before diving into each step, it’s important to understand the background on GLSA’s (the abbreviation for Google Local Service Ads) along with key dates pertaining to when GLSA’s rolled out for personal injury lawyers.

Background on Google Local Service Ads

Google Local Service Ads continues to gain prominence as they expand into different industries. In 2020, GLSA’s rolled out into one of the most competitive advertising verticals… Personal Injury Law!

If you are unfamiliar with Google Local Service Ads, you only have to pay when someone calls after clicking on the advertisement [source]. Below is what a Local Service Advertisement looks like for immigration attorney’s, which rolled out prior to personal injury lawyers. The images that correspond with the ad along with reviews and years in business makes this advertisement visually captivating. Since these ads populate at the very top of Google makes this sort of real estate on Google extremely desirable.

Source: @GlennGabe on Twitter.

Key Dates for GLSA’s in the PI Space

In March of 2020, it was announced that GLSA was coming to personal injury lawyers [view tweet]. On July 30th, personal injury lawyers were officially eligible to apply for a local service advertisement. Joy Hawkins then tweeted on August 27th that she saw the first Local Service Ad for an attorney (see below).

Note: If you didn’t apply right away for GLSA’s within the personal injury category, don’t worry. It’s never too late. The Media Captain has worked with many clients across verticals such as roofing, plumbing, moving companies and more that weren’t the first ones to apply and still receive solid exposure day in and day out after getting approved. 

Image Courtesy of @JoyanneHawkins on Twitter.

What’s Needed to Apply

Our personal injury attorneys were surprised to learn that we needed their license number, active bar membership and more. Let’s walk through our 13-step process of what you need to get approved.

  • Step 1 – Sign-Up:

    You’ll need to have a Gmail account and Google Ads account. Without a Gmail account, you won’t be able to access the application to sign-up and create your profile. Without a Google Ads account, you won’t be able to add a payment method and sync your Google Ads with your Google Local Service Ads. You can CLICK HERE to access the page where you will sign-up and create your profile.

    • Enter your Country, State, Zip and Job Category (Lawyer).
      • After you select “Lawyer” you will select all of your practice areas and then click on “Check Eligibility.”
        • Note: We have gone through this process for half a dozen PI attorneys in different states and zip codes and have not yet seen an attorney get market as “ineligible.”
  • Step 2 – Create Profile:

    • Fill in all of your business information. This information is pretty self explanatory. The one important note is that you will exclude yourself as a lawyer in the firm, which makes sense as you get to step 8
  • Step 3: Select Service Area

    • Select the service area based on the area you serve.
      • Note: Don’t get greedy. We see a lot of PI attorneys trying to expand their radius. We recommend focusing on your home market. If you have more than one location, you’ll have to create different local service ad accounts.
  • Step 4: Set-up your service type

    • Select all of the practice areas you focus on. You will also need to select the checkbox to confirm you, your employees and your business carries the necessary and relevant licenses.
  • Step 5 – Select the business hours and days

    your law firm operates.

    • Don’t fudge the hours to try and get more calls. The more legitimate your information is, the better you’ll be in the long run
  • Step 6 – Preview Your Advertisement

    • After previewing your advertisement, you will proceed and click “next.”
      • Note: You are about to get into the section of the application that provides a lot of detail on the business and each attorney.
  • Step 7: Headshot for your ad

    • You’ll want to create a headshot for your advertisement. Make sure the image size is 500×500 and should be a good representation of your firm.
  • Step 8: License

    • List the License/Registration Type, First Name, Last Name and License Number of the Owner of your firm.
      • The owner will not be listed as an attorney in the steps shown below, they will just be entered under the license section, which can be confusing.
  • Step 9: Background Check

    • You will have to go through a background check from Pinkerton. You will select “Add business details on Pinkerton.”
      • Note: Don’t worry about owners and consumer facing employees as it’s not necessary for attorneys.
      • Note: If you are not the business owner, you should have the owner present with you when going through this so they can answer confidential information, such as social security number, EIN and more.
  • Step 10: Customer Reviews

    • A link will be generated and you can simply send this link off to customers to get a review. Google requires at least 1 review from the link that’s generated to get approved for Google Local Service Ads
  • Step 11: Budget and Leads

    • Set your budget. You will see “Only pay for leads. No leads, no charge.” Pretty nice, right?
      • Google will provide you with a recommended budget based on the average of similar-sized businesses in your industry. You also have the option to customize the budget if they are recommending too much money per week or not enough.
  • Step 12: Billing Information

    • This is pulled from your Google Ads account. If you want to adjust the credit card on file, you’ll have to do so within Google Ads. This is the reason we said at the very beginning you need to have a Google Ads account.
  • Step 13: Lawyers

    • You will enter the number of lawyers at your firm and you will enter the details below for each attorney:
      • First Name, Last Name
      • Active bar membership with the state
      • License number
      • Expiration Date
      • Add a Headshot
      • Add More Details (optional)
        • We recommend adding the college (undergrad) along with the title of the partner. Once you enter this preliminary information, on your actual profile, you can further edit this

In Closing

There are many steps to follow and some of the directions by Google can be confusing, which can cause speed-bumps during the application process. If you are having issues, you can call Google from 9 AM ET – 9 PM ET at 844-263-9884. Google also has email support.

If you need a helping hand getting approved for Google Local Service Ads, our firm, The Media Captain, can help you based on our past experience!