The document outlines how to effectively utilize Google’s Local Services Ads (LSA) for law firms, highlighting their benefits such as cost-effectiveness, increased visibility, and ease of use through the Clio platform. It provides details on setting up an LSA profile, managing ad campaigns, and converting leads into clients, while featuring a successful case study of a law firm that achieved an 8x return on ad spend. The webinar also encourages law firms to engage with the platform through polls and surveys to enhance their marketing strategies.

1. How To Use Google’s
Local Services Ads:
The Most Cost-Effective Way to
Advertise Your Firm
September 7, 2023
Romain Varchetta Bertogli, Elyse Goldman, Joe Runkle, Liz Hudson,
Demetra Mandrapilias

2. Housekeeping
● Session length: 45 minutes
● Recording & slides emailed tomorrow
● Use to engage with fellow webinar attendees
and select “Everyone” in the dropdown
● Use to ask questions directly to panellists
● Please fill out the survey at the end of the session

3. Manager, Customer Marketing at Clio
3
Liz Hudson
TODAY’S HOST

4. Partner Sales Strategy and Global Product Lead for Local
Services Ads, Google
4
Elyse
Goldman
TODAY’S SPEAKER
● 10 years at Google & with LSA since it launched
● Based in Mountain View, CA

5. Senior Strategic Partner Development Manager, Google
5
Romain
Varchetta
Bertogli
TODAY’S SPEAKER
● 15+ years in the Tech Advertising industry
● Specialized in Lead Generation and eCommerce
Partnerships
● Based in NYC

6. 6
Agenda
● What are Google’s Local Services Ads?
● The benefits of Local Services Ads
● How Local Services Ads work
● Results and impact seen from a fellow attorney
● Demo of Local Services Ads for Clio
● Q&A

7. Poll: Do you currently use Google to market your law
firm?
a. Yes
b. No
7

8. Poll: Do you currently use Google’s Local Services
Ads to market your law firm?
a. Yes
b. No
8

9. 9
Clio and Google Ads have teamed up to create an
innovative legal advertising solution. Lawyers can boost
their online visibility through Google Search, capture local
leads, and effortlessly manage advertising expenditure, all
within Clio's centralized legal technology platform.

10. 10
With Google's Local Services Ads for Clio, law firms can:
● Only pay for leads generated and set an ad spending limit
● Showcase their firm at the top of Google's search results
● Automatically convert leads into paying clients in Clio Grow
● Manage ad campaigns directly in the Clio Grow dashboard
● Apply for the Google Screened Badge (fully licensed and vetted Google-backed business)

11. 11
Why Local Services Ads:
Showing up where
potential clients are
searching at the right
moment
Connecting with
potential clients
who are ready to
book services now
Being viewed as a
recommended law
firm in the community
Differentiating
yourself as a verified
and backed local law
firm

12. 12
Pull out your phone or a new tab

13. 13
Local Services Ads helps you achieve your goals
Showing up where
potential clients are
searching at the right
moment
Connecting with
potential clients
who are ready to
book services now
Being viewed as a
recommended law
firm in the community
Differentiating
yourself as a verified
and backed local law
firm
Only pay
for leads
Get the most value
since youʼll only pay
when a potential client
contacts you through
your ad, with the
flexibility to pause at
any time
Get hired in your
local area
Promote your law firm
to local clients who
are ready to book
Stand out
on Google
Local Services Ads
show up at the top of
Google search results
– so itʼs easier to
attract more clients
Inspire
customer
confidence
Displaying the Google
Screened badge helps
your clients choose
your law firm with
confidence

14. 14
How It Works

15. Create your LSA
profile in Clio
Grow
Get verified by
Google
Start receiving &
managing leads
with Clio Grow
1 2
2
3

16. 16
Choose your practice area
● Bankruptcy Law
● Business Law
● Contract Law
● Criminal Law
● Disability Law
● DUI Law
● Estate Law
● Family Law
● Immigration Law
● IP Law (Intellectual Property
Law)
● Labor Law
● Litigation Law
● Malpractice Law
● Personal Injury Law
● Real Estate Law
● Tax Law
● Tax Specialist
● Traffic Law

17. 17
Contract Lawyer
● Assignment of Contract
● Business Transactions
● Commercial Contracts
● Contract Disputes
● Contract Negotiation
● Contract Review
● Employment Contracts
● Franchise Agreements
● Mergers & Acquisitions
● Non-Disclosure
Agreements
● Partnership Agreements
● Power of Attorney
● Securities Agreements
● Warranties
Criminal Lawyer
● Corporate representation
● Domestic Violence
● Drug Possession
● DUIs & Reckless Driving
● Expungement
● Federal Crimes
● Felonies
● Criminal immigration
Defense
● Petty Crimes &
Misdemeanors
● Restraining Orders
● Sex Offenses
● Three-Strikes Law
Family Lawyer
● Adoption
● Child Support
● Debt Division
● Contested Divorce
● Guardianship
● Mediation
● Modification of Orders
● Parent Timesharing
● Paternity
● Prenups & Marital
Agreements
● Probate
● Property Division
● Restraining Orders
● Spousal Support &
alimony
● Uncontested Divorce
Choose your job types

18. 20
● Be a Clio Grow customer
● Have an existing Google Business Profile
with reviews
● Decide what types of leads you want
(services, locations)
● Provide all required details within Clio Grow
● Have an intake process to receive phone
calls from prospective clients
What is required to
get started?

19. Criminal Defense and Trial Attorney, Runkle Law
19
Joe Runkle
Clio Customer
● Has been a criminal defense attorney and civil trial
attorney since 2010
● Primarily handles felony criminal defense cases
● Office is in Placer County California

20. 20
● Impressive Return: 8X return on ad spend
●
● High-Quality Leads: Attracted the right
clients with minimal wasted time.
●
● Efficient Marketing: Less effort to setup and
run compared to past campaigns. Easy to
track and measure impact on firm revenue.
Success with Local
Services Ads for Clio:

21. 21
● User-Friendly Dashboard: Clio provides a
customer-friendly dashboard that simplifies
tracking and understanding changes.
●
● Helpful Support Resources: Customers have
access to comprehensive support
documentation and opportunity to attend
optimization sessions.
●
● Accessible Assistance: Clio offers 24/5 support
for customers who prefer speaking with a real
person for troubleshooting assistance.
Getting started with
Local Services Ads In
Clio Grow:

22. 22
● Ad Management : Easily set budgets, toggle
ads on and off in Clio Grow, and monitor
performance.
●
● Predictable Revenue: Flatten out peaks and
valleys of firm revenue.
●
● Efficient Lead Management: Seamlessly
convert leads into paying clients for a
streamlined process.
Benefits of Local
Services Ads in Clio
Grow:

23. Search Engine Marketing Strategist & Clio Account Manager
23
Demetra
Mandrapilias
● Evaluate different ad products in the market which are
best for legal
● Help with building demand channel integrations into
Clio

24. 24
Local Services Ads in Clio
Grow Demo

25. 25
Turning potential clients into
paying clients in Clio Grow

26. Birdʼs-eye view of your entire intake process.
Customizable to your specific practice(s).
26
Stay on top of your
intake pipeline

27. One place for all client information, documents,
communication and history
27
Centralized
information

28. Intake Forms
Create personalized, reusable intake form
templates.
28
Easily collect client
information

29. Intake Forms
Create personalized, reusable intake form
templates.
29
Easily collect client
information
Use conditional logic for smoother form-filling
experience.

30. Intake Forms
Create personalized, reusable intake form
templates.
Use conditional logic for smoother form-filling
experience.
Information automatically gets stored in Grow.
30
Easily collect client
information

31. 31
Clio Scheduler
Send booking links to potential new clients.
Seamless scheduling

32. 32
Clio Scheduler
Send booking links to potential new clients.
Set your availability based on your preferences.
Seamless scheduling

33. 33
Clio Scheduler
Send booking links to potential new clients.
Set your availability based on your preferences.
Automate confirmations and reminders via email
and text.
Seamless scheduling

34. Email Templates
Create personalized emails that you can send
directly from Grow.
Customizable template types for different
communications.
Send emails in a couple clicks
34
Efficient
communications

35. Document Automation
Create templates for documents like engagement
letters or retainer agreements
35
Make it easy for
clients to sign

36. Document Automation
Create templates for documents like engagement
letters or retainer agreements
36
Make it easy for
clients to sign

37. Document Automation
Create templates for documents like engagement
letters or retainer agreements
Draft in few clicks directly from the matter
Unlimited e-signature
37
Make it easy for
clients to sign

38. Checklists
Customizable to-do lists for your firm
38
Ensure nothing falls
through the cracks

39. Checklists
Customizable to-do lists for your firm
Track completion of tasks
39
Ensure nothing falls
through the cracks

40. Set automated text & email reminders to keep clients
on track and informed.
Protip
● Intake forms sent by text are 71% more likely to
be completed within 1 day of sending
● Text messages have a 98% open rate as
opposed to ~20% of emails.
40
Keep clients on track

41. Move information to
Clio Manage
41
Once the lead has converted to a client, easily
move the matterʼs contents into Manage. The
faster the information is moved to Manage, the
quicker you can work the case.

42. 42
With Google's Local Services Ads for Clio, law firms can:
● Only pay for leads generated and set an ad spending limit
● Showcase their firm at the top of Google's search results
● Automatically convert leads into paying clients in Clio Grow
● Manage ad campaigns directly in the Clio Grow dashboard
● Apply for the Google Screened Badge (fully licensed and vetted Google-backed business)

43. New to Local Services Ads?
Sign up for Clio Grow and get
$500 in ad credits when you
spend $500!

44. Poll: Would you like to learn more about Clio Grow?
a. Yes, I would like to schedule a personalized demo
b. Yes, I would like to be sent more information
44

45. Poll: What kind of content would you like to see in
the future?
Multiple select:
a. Creating a great client experience
b. Marketing your law firm
c. Optimizing your client intake processes
d. Automating workflows in your client intake
45

46. 46
Questions

47. Appendix

48. 48
Immigration Law
● Asylum
● Citizenship
● Deportation
● Green Card
● Outbound Work Permits
● Investment Visa
● Student Visa
● Visitor Visa
● Work Visa
● Other
Estate Lawyer
● Estate Planning
● Wills
● Trusts
● Probate
● Contests / Litigation
● Deeds
● Guardianship
● Charitable Giving
● Power of Attorney
● Medical Power of Attorney
● Other
Bankruptcy Lawyer
● Adoption
● Child Support
● Debt Division
● Contested Divorce
● Guardianship
● Mediation
● Modification of Orders
● Parent Timesharing
● Paternity
● Prenups & Marital
Agreements
● Probate
● Property Division
● Restraining Orders
● Spousal Support &
alimony
● Uncontested Divorce
● Other
Business Lawyer
● Banking & Finance
● Commercial Bankruptcy
● Business Litigation
● Business Transactions
● Commercial Contracts
● Employment Law
● Incorporation &
Restructuring
● Insurance Law
● Intellectual Property Law
● Business Licenses &
Permits
● Mergers & Acquisitions
● Partnership Agreements
● Patents, Copywrite &
Trademarks
● Securities Law
● Shareholder disputes
● Business Taxes
● Other

49. 49
Contract Lawyer
● Assignment of Contract
● Business Transactions
● Commercial Contracts
● Contract Disputes
● Contract Negotiation
● Contract Review
● Employment Contracts
● Franchise Agreements
● Mergers & Acquisitions
● Non-Disclosure
Agreements
● Partnership Agreements
● Power of Attorney
● Securities Agreements
● Warranties
● Other
Criminal Lawyer
● Corporate representation
● Domestic Violence
● Drug Possession
● DUIs & Reckless Driving
● Expungement
● Federal Crimes
● Felonies
● Criminal immigration
Defense
● Petty Crimes &
Misdemeanors
● Restraining Orders
● Sex Offenses
● Three-Strikes Law
● Other
Family Lawyer
● Adoption
● Child Support
● Debt Division
● Contested Divorce
● Guardianship
● Mediation
● Modification of Orders
● Parent Timesharing
● Paternity
● Prenups & Marital
Agreements
● Probate
● Property Division
● Restraining Orders
● Spousal Support &
alimony
● Uncontested Divorce
● Other
IP Lawyer
● Advertisements
● Copyright
● Export Control
● Franchises
● International IP
● IP Strategy
● IP Transactions
● Licensing
● Litigation
● Non-Disclosure
Agreements
● Patents
● Technology transfer
● Trademarks
● Trade Secrets
● Other

50. 50
Labor Lawyer
● Employment Contracts
● Employment Law
● Exempt Employee Status
● Labor Lawyer
● Labor Negotiations
● Privacy Rights
● Sexual Harassment
● Unpaid Overtime
● Whistle Blowing
● Workers' Compensation
● Wrongful Termination
● Other
Litigation Lawyer
● Appeals
● Case Assessment
● Civil Litigation
● Commercial Litigation
● Contracts & Agreements
● Criminal Litigation
● Mediation
● Settlements
● Other
Malpractice Lawyer
● Consent Issues
● Diagnosis Errors
● Medical Negligence
● Treatment Errors
● Other
Personal Injury
Lawyer
● Assault & Battery
● Auto Accidents
● Bicycle Accidents
● Catastrophic Injuries
● Dog Bites
● Injuries from DUI
● Medical Malpractice
● Motorcycle Accidents
● Pain & Suffering
● Pedestrian Accidents
● Product Liability
● Slip & Fall
● Motorist Insurance Claims
● Workers Compensation
● Wrongful Death
● Other

51. 51
Real Estate Lawyer
● Commercial Real Estate
● Easements
● Encroachments
● Foreclosure
● Landlord & Tenant Law
● Litigation
● Mortgage & Lending Law
● Neighbor & HOA Disputes
● Property Damage
● Purchase Agreements
● Real Estate Transactions
● Residential Real Estate
● Title Service
● Trespassing
● Other
Tax Lawyer
● Civil Tax Litigation
● Corporate Taxes
● Criminal Tax Litigation
● Estate Tax Planning
● Failure to File
● Innocent Spouse Relief
● International Tax Services
● IRS Tax Problems
● Non-Collective Status
● Offer in compromise
● Tax Audits
● Tax Liens & Levies
● Tax Planning
● Tax Relief
● Other
Disability Lawyer
● Disability Hearings
● Long-Term Disability
● Short-Term Disability
● Social Security Disability
Insurance
● SSA Claim
Reconsideration
● SSA Disability
Applications
● SSA Disability Appeals
● SSA Disability Benefits
● SSA Family Benefits
● SSA Impairment Listings
● Supplemental Security
Income
● Veterans Disability
Benefits
● Workers Compensation
● Other
DUI Lawyer
● DUI / DWI
● DUI with Accident
● DUI with Injury
● Felony DUI
● Invalid tests
● Multiple Offenses
● Reckless Driving
● Underage DUI
● Other

52. 52
Tax Specialist
● Accounting Support
● Incorporation &
Restructuring
● Cryptocurrency Taxes
● IRS Audit Representation
● IRS Filing
● IRS Problem Consulting
● New Business Services
● Payroll Support
● Tax Planning
● Tax Preparation
● Tax Problem Consulting
● Other
Traffic Lawyer
● Case Assessment
● CDL Traffic Ticket
● DUI
● Fix-It Ticket
● Parking Ticket
● Reckless Driving
● Red Light Ticket
● Speeding Ticket
● Suspended License
● Traffic Ticket
● Other

53. Thank You