With the proliferation of online searches for legal services, it's essential to leverage platforms like Google to ensure your firm stands out among the competition. One effective way to achieve this is through Google Local Service Ads (LSAs). LSAs show up at the very top of the search engine results page (SERP) and display a business’s name, reviews, ratings, city, phone number, opening hours, and more, and help connect local businesses with leads directly through phone calls and message requests. Google considers the following as qualifying LSA leads:
- Phone calls inquiring about your legal services that are answered during business hours that last more than 30 seconds.
- Received text messages.
- Missed calls that are returned.
Every law firm wants a higher volume of leads that convert to high-quality cases, but many either underutilize or underestimate Google’s powerful marketing tools. Here’s how Google’s LSAs can help unlock higher-quality leads, elevate your firm's visibility in the search engine, and complement your firm’s digital marketing strategy.
Google Local Service Ads (LSAs) vs. Pay-Per-Click (PPC)
Unlike pay-per-click ads (PPC), LSAs operate on a pay-per-lead basis, meaning you only pay when a lead contacts you directly through the ad. There’s also no direct bidding on keywords on LSAs; instead, you can let Google set your bid or manually set your maximum bid per lead.
Additionally, PPC ads and organic results take a considerable amount of legwork, like careful keyword research and A/B testing, to show up for the intended search queries and find the right customers. On the other hand, Google automatically generates LSAs and determines rankings by your reviews, response rate, and proximity to a searcher’s location. However, keep in mind that LSAs should not replace PPC, but instead work alongside them with a cost-effective way to boost your firm’s online visibility and win over users at the bottom of the marketing funnel.
Should Law Firms Use Google Local Service Ads?
Law firms see results from LSAs when using them to complement a solid digital marketing strategy. LSAs offer a cost-effective, targeted approach to reaching clients actively seeking legal services in your vicinity. When paired with other digital marketing efforts, such as search engine optimization (SEO) and social media marketing, LSAs can significantly enhance your firm's online presence and lead generation capabilities.
Managing Your Google Local Service Ads Account
Setting up a Google LSA campaign for your law firm is simple and straightforward. Visit the Google Ads homepage and follow the steps outlined in the "Setting up your Google Local Service Ads" section. Then, tell Google about your business and set your budget. You can adjust your monthly budget whenever needed. Then, complete the screening and verification. Google will screen or verify your law firm and may include background checks, business registration, insurance, and license checks. Finally, your LSAs will go live. From there, you can further optimize your LSA by enabling messages, adding business photos, and more.
Understanding Google Screened
Google Screened certification adds more credibility to your law firm's reputation and online presence. This program aims to help businesses such as law firms establish trust and credibility with potential clients by demonstrating that they have passed a screening process. The screening process typically includes checks on business licensing, insurance, background checks, and other professional credentials to verify the firm's legitimacy and credibility.
Learn about the requirements for obtaining Google Screened status and position your firm as a trusted legal service provider in your community.
Optimizing Your Google Local Service Ads
Optimization is critical to maximizing the impact of your LSAs, and periodic improvements are essential to maintaining your visibility and online reputation. For instance, you can (and should) fine-tune and optimize your LSAs by encouraging clients to leave positive reviews, uploading high-quality photos, and expanding your service areas.
In addition, you can raise your bid (Google recommends the “Maximize Leads” bid mode, with a budget of 10 leads per week) and stay on top of responding to inquiries. Even though Google’s ad ranking algorithms are constantly changing, understanding these key factors of an enduring LSA performance is essential for optimizing your Google ad campaigns, solidifying your LSA’s place at the top of the search engine, and consistently driving conversions.
Are Local Service Ads Better Than Google Search Ads?
The effectiveness of LSAs versus traditional Google Search Ads ultimately depends on your firm's specific goals and target audience. While LSAs offer the distinct advantage of local visibility and streamlined lead generation, striking a balance between both advertising formats may yield optimal results for your firm.
Strategic Legal Marketing Expertise at Your Fingertips
At Legal Communications Group, we understand the importance of leveraging cutting-edge marketing techniques to help law firms thrive in today's competitive landscape. If you're ready to harness the power of Google Local Service Ads for your firm, our team is here to assist you every step of the way. From setting up and managing your LSA campaign to exploring additional marketing opportunities, we're dedicated to helping your firm achieve its goals. To learn more about our services and how we can elevate your firm's online presence, visit our website today.
