As a law firm owner, you’ve probably heard terms like Google Ads, LSAs, Google Screened, or Google Guaranteed in marketing conversations. Maybe another attorney mentioned it in a mastermind group, or perhaps a sales rep pitched it to you in a rush. But here’s the truth: most lawyers don’t fully understand what these programs are, or more importantly, what they’re not.
This blog aims to break down exactly what it means to be Google Screened or Google Guaranteed, why it matters, and how these tools can build trust with potential clients and drive more qualified leads to your law firm.
We’re not going to overcomplicate things. You’re running a business. You need information you can trust, in plain English, from someone who has spent 20+ years in digital marketing and understands what actually moves the needle for law firms.
Let’s dig in.
What Is Google Local Services Ads (LSA)?
Before we talk about Screened or Guaranteed, we need to understand where these badges show up.
Local Services Ads (LSAs) are a Google ad format that displays at the very top of the search results when someone searches for a service, such as “personal injury lawyer near me” or “car accident attorney Charleston.”
Unlike Google Ads (PPC), where you pay per click, LSAs are pay-per-lead, meaning you only pay when a prospect contacts your firm directly through the ad (via call or message).
It’s a performance-based model built to connect high-intent searchers with verified professionals in their local area.
So, What Does Google Screened Mean?
If you’re a law firm advertising on Google’s Local Services Ads, you can earn the Google Screened badge. This green checkmark badge is only given to professional service providers, including:
- Personal Injury Attorneys
- Criminal Defense Lawyers
- Family Law Firms
- Estate Attorneys
- Business Lawyers
To get this badge, your firm has to pass a background check and license verification process conducted by Google’s third-party partners.
This isn’t just fluff. Google is staking its reputation by saying, “This firm is licensed and vetted.”
The Google Screening Process Includes:
- State bar license verification for all listed attorneys
- Background checks on firm owners and key personnel
- Proof of insurance (in some cases)
- A review of business standing and any relevant public records
Why It Matters
Consumers are more skeptical than ever. Being “Google Screened” means you’ve jumped through some serious hoops, and that builds trust. When a potential client sees that badge, they know they’re dealing with a verified, licensed law firm, not just someone who’s good at marketing.
What Is Google Guaranteed?
The Google Guaranteed badge is similar but applies to home services providers, like plumbers, HVAC technicians, and electricians. If you’re a roofer or locksmith, this is the badge you’d want.
So why does it come up in law firm conversations?
Because many marketers and even ad reps confuse the two. Law firms are not eligible for the Google Guaranteed program, they can only be Google Screened.
But here’s the good news: both badges show at the top of Google Search and both are built to earn trust and drive conversions.
If you're talking to a marketing agency or sales team and they say they’ll get your firm “Google Guaranteed,” that’s a red flag, they either don’t understand the difference, or they’re trying to sell you something they can’t deliver.
Why Google Screened Is a Powerful Trust Signal for Law Firms
We’ve worked with law firms for over a decade. We’ve seen firsthand how credibility wins clients. The average person who needs a personal injury attorney isn’t shopping around for the cheapest option, they’re looking for someone they can trust with a major life event.
Google knows this. That’s why they put the Google Screened badge above the regular Google Ads and organic search results. When someone searches “best car accident lawyer,” the firms with this badge show up first, with a photo, phone number, business hours, and the green checkmark.
It’s almost like a mini billboard, backed by Google’s stamp of approval.
This isn’t just branding. It has real business implications:
- Higher click-to-lead ratio
- Lower cost per lead compared to traditional PPC
- Stronger positioning against competitors
- Instant visibility for high-intent keywords
Getting Started: How Do You Become Google Screened?
The application process can take a week or two, depending on how fast you submit your documents. Here’s what’s involved:
1. Create a Local Services Ads profile
2. Submit your bar license and insurance info
3. Undergo a background check
4. Wait for verification
Once approved, your ad can start showing up immediately in the LSA results. The more reviews you have on your Google Business Profile, the more often your ad will appear, and the higher it will rank.
Pro Tip : If you don’t have strong reviews yet, start gathering them now. Reviews and responsiveness are two of the biggest ranking factors in LSA.
Real Talk: Is Google Screened Worth It?
Let’s put it this way. If your firm isn’t Google Screened and your competitors are, you’re invisible at the top of the funnel.
Think about this scenario:
Someone gets rear-ended. They're on their phone and Google “car accident lawyer.” What do they see? A list of law firms with headshots and green checkmarks at the top of the screen. You’re not there, so you don’t even get considered.
Meanwhile, your competitor is showing up, earning trust before a client even clicks.
Even if you have the best intake team, the best track record, and the best SEO, if you're not showing up early in the process, you're missing out on leads and money.
What's the Difference Between Google Ads and Local Services Ads?
Most of our law firm clients benefit from running both PPC and LSA together. LSAs bring in volume, while PPC helps you target nuanced cases and custom keywords. But if you're just starting out or have a limited ad budget, LSAs are often the better bang for your buck.
Key Benefits of Google Screened for Law Firms:
1. Increased Visibility
2. Built-In Trust
3. Lower Ad Waste
4. More Qualified Leads
5. Reputation Amplification
6. Easy to Manage
Final Word: Trust Is the New Currency
If you're running a law firm in 2025, your clients care about trust before they care about price or even results. That trust starts the moment they search on Google.
Getting Google Screened is one of the fastest, most effective ways to build that trust, and position your firm at the top of the funnel.
At VIP Marketing, we’ve helped dozens of law firms set up their Google LSA campaigns, pass the Google Screened verification, and dominate local search with a smart balance of SEO, PPC, and video.
If you’re not sure whether LSAs are the right move for your firm, or you want help getting approved, let’s talk. We’ll walk you through it and make sure your marketing is aligned with real ROI.
Need help with Google LSA or legal marketing?
Let VIP Marketing handle the heavy lifting. Book a strategy session and see how we can position your firm to win.