Lunch Hour Legal Marketing Help, My Law Firm Is Stuck! – Should I Expand Practice Areas or Locations?
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Feb 25, 2026 They unpack Google’s new Direct Business Search data for Local Services Ads and what that means for tracking and marketing budgets. They debate whether paying for branded LSA leads is wasteful or worth it. They explore whether small-market firms should niche down or add practice areas and practical research steps before expanding.
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Google Splits Direct Business Search In LSAs
- Google now separates Direct Business Search from other Local Services Ads reporting, letting firms see brand vs non-brand lead mix.
- Conrad and Gyi note this reveals how much LSA spend buys people already searching your firm versus incremental customers, changing tactics and budgets.
Test Branded LSA Spend Against Incremental Benefit
- Test whether paying for branded LSA leads is worth it because brand leads cost north of $100 and may be wasteful if they would call anyway.
- Compare incremental waste cost to the halo benefit on non-brand visibility and consider reallocating spend to other brand-awareness channels if CPL is too high.
Branded Leads May Boost LSA Algorithmic Visibility
- Branded leads can artificially inflate an account's leads-per-impression metric, which may improve Google’s algorithmic visibility for your non-brand queries.
- Gyi and Conrad theorize LSAs may favor firms with higher leads-per-impression ratios driven by brand searches.