Google's top ad spot, run for your firm
LSA calls answered,
Google's bill checked
RetainerBooked runs Google Local Services Ads for lawyers at US firms with 1 to 10 attorneys, included with your intake software and website at one flat price a month. Google bills your firm directly for each call or message, and we never charge per call.
- Google's background and bar checks, walked through
- Bad charges flagged monthly
Answered in secondsEvery LSA call and message, nights included
- Case types you take, county by county
- Attorney photos and bios
- Hours, offices and languages listed
- A weekly budget you set
The 1:10 call Google billed you for
At 1:10 the ad rings with an existing client's court-date question, at 2:30 with a landlord-tenant case a county over. Google bills both, unless someone checks.
Set up for Google Verified
We build the profile and walk your attorneys through Google's background and bar license checks.
Budget managed
You set the weekly budget. We shift it between practice areas and counties, and pause the case types that bring calls you turn away.
Answered in seconds, nights too
Your staff get each call first. A call left ringing switches over to the AI receptionist, and messages get answered within seconds.
Charges checked
Each month we hold Google's charges against the calls themselves and flag the ones Google should credit.
Google charges your firm per call or message. We never do.
Your firm pays Google itself, on its own card, and our monthly fee stays flat.
Who works your LSA
Quinn sets your goals for the ad with you. An ad rep handles the profile and budget, and your intake team takes every call.
Quinn Hadley
Account manager
Your ad rep
Profile and budget
Your intake team
Every call and message
Inside the account
Where your ad shows, and who answers it
Six parts of the LSA account, each with the person or tool that handles it, from the first search to a booked consultation.
Ad placement
Your firm, shown above the paid ads with the badge
Local Services Ads sit above the regular search ads, with your firm's name, review score, hours and your Google Verified badge. Google ranks them on distance, reviews, hours and how fast you reply, so quick answers and steady reviews both move your ad up.
- Shown for the searches your practice areas actually cover, such as a car crash attorney in Phoenix or a divorce attorney in Tulsa.
- Your Google Verified badge and your stars appear right on the ad, before anyone opens your site.
- Below the ad, your Business Profile and the pages we write about your practice areas.
Calls
Each call rings your firm's line, and nobody waits for a callback
An LSA call comes in through Google's number and rings your front desk on your firm's phones. If no one picks up, the AI receptionist answers in your firm's name, in English or Spanish, asks your intake questions and offers a consultation time.
- Recorded and tagged as LSA, so the report shows each call beside the consultations and retainers it produced.
- When a caller says it's urgent, such as an arrest or a hearing tomorrow, the AI puts them through to your phone right away.
- The caller hears up front that the voice is an AI assistant, not a lawyer.
- An existing client who calls the ad gets a message taken for their attorney, and our team flags that charge for Google to credit.
Profile
A profile that lists only the cases your firm takes
We pick the case types Google lets lawyers list, the counties you cover, your hours and languages, and each attorney's photo and bio. A profile without landlord-tenant on it gets far fewer landlord-tenant calls, and every bio matches the one on your website.
- Case types matched to the work you really take, and nothing broader.
- Each attorney gets a photo, bar admission and years licensed on the profile, the same as their website bio, word for word.
- Hours set to when your phones are answered, which with the AI receptionist can mean around the clock, weekends included.
- Spanish listed as a language spoken when your firm takes Spanish callers.
LSA messages
A message on the ad, answered in seconds
Some people message through the ad instead of calling. Your intake team sees each one in its own inbox, while the AI receptionist sends a reply within seconds, asks the first intake questions and offers consultation times.
- Replies go out in seconds, nights and weekends, and your intake team can take over any conversation from the inbox.
- Every message opens a card on your intake board, marked as LSA, so the report counts it.
- It asks your intake questions and offers consultation times, and never gives legal advice.
- What they write stays confidential and encrypted, processed only for your firm and never sold.
Reviews
More Google reviews, which Google weighs when it ranks your ad
Google looks at your review score and how many reviews you have when it decides whose ad shows first. When a matter closes, your staff mark it done and the client's phone gets a short review request with a link to leave one on Google.
- The request reaches every single client, never filtered by how they might rate you.
- Nothing is offered in return, not a discount and not a gift, so each review stays the client's own.
- Reply drafts arrive ready for your approval, and your staff send them.
- Review replies never confirm that someone was your client, and they never mention a case.
Follow-up
Callers who didn't book, followed up by text
Not every LSA caller books the first time. If they reached your firm and agreed to hear back, your firm's number texts them, and one or two reminders follow until the consultation is booked or they reply STOP.
- Sent from the same number your firm uses, so answers reach your intake team's inbox.
- Only people who called or messaged your firm first, and agreed to hear back.
- A potential client who misses the consultation gets a text offering two new times that day.
- A reminder gives the date, the hour and the attorney's name, but never what it's about.
- Replying STOP ends it at once, and the card records the opt-out.
- Every text is logged on the card your team works, with the call before it.
Getting started
How the account gets built and run
We do the building and the managing. Your attorneys send Google what it asks for, and Google decides on the badge.
Day one
Profile
We build the profile: the case types you take, the counties you cover, your office hours, each attorney's photo and a weekly budget you set.
Our ad rep
Google's clock
Google's checks
Each attorney gives Google a bar number, and Google runs its background and bar license checks on your firm and its lawyers. We tell you which details Google wants; Google decides.
Your attorneys, then Google
Once approved
Live
Once Google approves, the ad appears for the practice areas you picked, and Google bills your firm for each call or message it sends.
Your ad shows in search
Every inquiry
Answered
LSA calls ring your front desk on your firm's line. Any call still ringing after a few rings reaches the AI receptionist, which asks your intake questions and puts the consultation on your calendar. Messages get a reply in seconds.
Intake team or AI receptionist
Monthly
Credits
We go through every LSA charge and flag the ones Google should credit: an existing client, another practice area, a county you don't cover. Google decides.
Our ad rep, in Google's dashboard
Shown for the cases you take
What people search for
car crash lawyer open now Phoenix
Personal injury
Calls after a car crash
criminal defense lawyer near me
Criminal defense
A family calling after an arrest
child custody lawyer Sacramento
Family law
Custody questions before a hearing date
abogado de inmigración El Paso
Immigration
Spanish callers answered too
chapter 7 bankruptcy lawyer Tulsa
Bankruptcy
Calls about a wage garnishment notice
lawyer for wrongful termination
Employment law
Calls in the week after a firing
living trust attorney Grand Rapids
Estate planning
A will or trust for aging parents
injured at work lawyer near me
Workers' comp
Hurt on the job
DUI attorney Atlanta open Saturday
DUI defense
Saturday calls after a stop
Bring the counties and case types you take to the demo.
Show us last month's charges
Have your LSA dashboard open during the demo. Together we read last month's charges, mark the ones Google should credit, and trace how each call would reach your front desk. Not on LSA yet? We start from your case types.
Firms running LSA with us
Wesley T.Managing partner, PI firm, Tulsa 0LSA voicemailsOur LSA rings all afternoon, and every call now gets picked up by one of us or by the AI. Nobody chases voicemail.
Beatrice V.Founding attorney, Sacramento Secondsto answer each messageHalf our LSA inquiries are messages sent after dinner. They get an answer in seconds, and Monday starts with consultations already booked.
Rashad W.Criminal defense attorney, Atlanta 11weekend consultations booked monthlyArrest calls come in on Saturday nights. The AI puts the urgent ones through to me, and the rest get booked for Monday.
Harriet B.Office manager, Grand Rapids 3 hoursa week back from recordingsI spent Friday afternoons replaying LSA recordings to find the wrong charges. Now the monthly check does that work, and I just read the list.
Esteban R.Immigration attorney, solo firm, El Paso 4 in 10LSA calls in SpanishCallers from my ad often want Spanish. The AI holds the whole call in Spanish, makes clear it's an AI, and books my mornings.
Lorena F.Intake manager, PI firm, Phoenix 1 boardfor every LSA messageLSA messages used to sit until someone opened Google's dashboard. Now each one opens a card on my board with a reply already sent.
LSA questions
Asked about Local Services Ads
Search a word here: credits, budget, badge or Spanish.
10 questions
Local Services Ads or Google Ads: which should our firm run?
Most firms with local practice areas run both. Local Services Ads sit at the very top and Google bills per call or message; search ads below them bill per click and land on pages we build around one practice area each. We run both in your firm's own accounts and judge each by what a signed case costs.
What does Google check before approval?
Google runs a background check and a bar license check on your firm and its attorneys, and Google alone decides on the badge. We build the profile, tell you which details to send, such as each attorney's bar number, and walk you through every step. The checks run on Google's own clock, so they can finish after the rest of RetainerBooked is live.
Who answers an LSA call or message when our intake team is busy or gone for the day?
Your intake team answers first. When no one is free, the call or message goes to the AI receptionist within seconds, and it asks your intake questions and finds a consultation time.
What if an existing client calls through our ad?
Google may charge your firm for that call. Each month our team flags existing clients, wrong practice areas and out-of-area calls in Google's dashboard for credit; Google decides.
How much is each LSA call, and who bills us?
Google sets the price of each call or message, and it changes with the practice area and the city. Your firm pays Google directly. We never charge per call, per message or per signed case, and we never take a share of your fees.
Does an LSA call ever reach our AI receptionist?
Yes, any LSA call your staff can't reach. It answers in your firm's name in English or Spanish, asks your screening questions and schedules the consultation. It tells every caller it's an AI assistant, not a lawyer, and gives no legal advice.
Does LSA management cost extra?
No. All three plans include it, starting at $97 monthly.
Who owns the LSA account and badge?
Your firm does. The LSA account is opened in your firm's name, its Google Verified badge is your firm's, and Google bills your card. If you leave us, the account and its reviews stay with you.
When does our ad start showing?
We build the profile in your first days with us, and your website, phones and AI receptionist are running inside 14 days. The ad starts when Google finishes its checks, on Google's own timing.
Is what an LSA caller tells us kept confidential?
Yes. What a potential client says on an LSA call or message stays confidential and encrypted, processed only for your firm and never sold. Nobody else gets your callers: we don't share them or route them to other firms.
Common searches here
Ask about LSA
Email Quinn at sales@retainerbooked.com with the case types you take, and hear how LSA fits your firm.
Quinn HadleyAccount manager
Request a demo