A Comprehensive Guide to LSAs
One effective way for legal professionals to stay ahead of the game and make their services easily accessible to potential clients is through Google Local Service Ads (LSAs).
LSAs have become an invaluable tool for lawyers seeking to enhance their online visibility and connect with clients in their local area. These ads appear at the top of Google search results, instantly capturing the attention of potential clients seeking legal assistance. But how can lawyers truly maximize their reach and make the most out of LSAs for lawyers?
This comprehensive guide walks you through everything you need to know about LSAs, from understanding how they work to implementing the best practices that will skyrocket your visibility. Whether you’re a solo practitioner or part of a law firm, this blog’s valuable content will equip you with the knowledge and strategies necessary to take your online presence to new heights.
Our last blog on the topic explained the Google LSA verification changes lawyers needed to know. This blog explores the intricacies of LSAs, including how to set up your ad campaign, optimize your profile, and manage leads effectively. We’ll also provide valuable insights on targeting the right audience, leveraging customer reviews, and measuring the success of your LSA efforts.
What Are Local Service Ads?
Local Service Ads (commonly referred to as Google Local Service Ads) are highly effective pay-per-lead advertisements that dominate the top section of search results, surpassing organic results and traditional Google Ads. Below are some examples of LSAs as they appear in desktop search results.
Why Use Local Service Ads?
Local Service Ads have become a vital component of any successful digital marketing strategy for lawyers and law firms. These ads offer numerous advantages that can greatly benefit legal professionals looking to expand their reach and attract clients in their local area.
First and foremost, LSAs provide prime visibility at the top of Google search results, ensuring that your law firm stands out from the competition. When potential clients search for legal services in their vicinity, LSAs appear prominently, capturing their attention and increasing the chances of engagement. This prime placement enhances your credibility and positions you as a trusted local authority in the legal field.
Another crucial advantage of LSAs is their ability to target specific geographic areas. With LSAs, you can ensure that only individuals within your desired service area see your ad. This targeted approach allows you to connect with potential clients actively searching for legal assistance in your locality, increasing the likelihood of conversions.
LSAs offer a level of trust and security that is instrumental for potential clients seeking legal representation. These ads display important information such as your law firm’s name, phone number, reviews, and Google Guaranteed badge. This transparency builds trust and instills confidence in prospective clients, making them more likely to choose your services over competitors.
By leveraging LSAs, lawyers and law firms can maximize their online visibility, connect with local clients in need of legal assistance, and establish themselves as reputable authorities in their respective fields. With the ever-increasing competition in the legal industry, embracing LSAs has become a necessity for those who want to stay ahead of the curve and grow their client base effectively.
Where Do Local Service Ads Show Up?
LSAs take precedence in search results, effectively outranking organic results and traditional Google Ads.
Users are immediately presented with three ads, regardless of whether they are browsing on desktop or mobile devices. To explore a wider selection of businesses, they can click or tap to access additional ads.
The quantity of ads within a given market and specific categories can vary significantly. Some categories may showcase only a few ads, while others may display dozens. The number of ads depends entirely on the number of businesses within that particular market and category.
When viewing a specific search list, the maximum number of ads I have encountered after clicking through is 100. So, if you decide to expand the ad unit on a desktop, this is what you can expect to see.
Google Guaranteed and Google Screened
Google Guaranteed and Google Screened are two labels used in Local Services Ads to help businesses stand out in search results.
Google Guaranteed: indicates that a business has passed a rigorous screening and qualification process and that Google will back the work of the business. If a customer is not satisfied with the quality of the work they receive after booking a service through a Local Services Ad, Google may reimburse them up to the amount they paid for the service, with a lifetime cap of $2,000 per customer in the United States.
Google Screened: signifies that a business has undergone the necessary screening and qualification process. However, it does not come with the same guarantee as Google Guaranteed.
Whether a business receives Google Guaranteed or Google Screened depends on its category., which is why you will not see both labels in the same result.
“Home services” businesses, such as plumbers, locksmiths, and electricians, are eligible for the Google Guaranteed label. On the other hand, “professional services” businesses, including lawyers, law firms, real estate agents, and financial planners, can obtain the Google Screened badge.
Local Service Ads: Frequently Asked Questions
Are Local Service Ads Worth It?
Absolutely. Signing up for Local Services Ads incurs no cost or obligation.
While the onboarding process can be a bit time-consuming, once enrolled, businesses can objectively evaluate if it’s a good fit for them. If not, they have the option to pause the ads and avoid any further costs. Their listing will still appear among the free listings in a separate section, though Google may eventually remove them after a prolonged period of inactivity.
Local Service Ads offer several bonus features:
- Recorded phone calls (US and Canada)
- Ability to dispute charged leads (US and Canada)
- No participation fees – you only pay for the leads
- Low lead costs (varies by business type and region)
- Easy management
How Can I Get Started?
To check if your business is eligible for Local Service Ads, visit the Google Local Service Ads website and use the self-sign-up form.
Google Local Service Ads Eligibility
Once there, click on the ‘Get started’ button to determine eligibility based on your business category and location. You can also find the contact options on the website to get more information.
Setting up Local Service Ads
If your business is eligible to participate, you can begin the onboarding process by completing the form, or you can call the number on the website to talk to a specialist for help with the process.
Is a Google Business Profile Listing Required for Local Service Ads?
Many wonder if having a Google Business Profile listing is a requirement for LSAs. The answer is no, it’s not necessary. However, there is an interesting correlation between the two. Google leverages the power of GBP reviews to determine the rating and review count displayed on the Local Services Ad. These two entities intertwine to enhance your online presence.
The star rating and review count on a Local Services Ad are crucial for visual appeal and search rankings. You can manage Google Business Profile and Local Services Ads separately, without using the same Google account.
What Type of Leads Can You Expect to Generate through LSAs?
Phone Calls – the most popular option, supported in all regions.
Message Leads – these allow users to directly communicate with your business by filling out a form from the ad (available in select US verticals).
Online Booking – Google offers the opportunity for online booking through the Reserve with Google platform, allowing users to conveniently schedule services. However, this is currently limited to Home Service verticals in the US.
What Determines the Ranking of Local Services Ads?
To determine the placement of ads, Google takes several factors into account, including:
- Verification Status and Google Badge of Trust: Whether you have obtained a Google badge of trust (Screened — U.S. only — or Guaranteed) or not.
- Context of the Search: This includes the search terms used, the time of the search, and other user signals and attributes.
- Review Score and Quantity: The overall score and number of reviews received.
- Responsiveness to Inquiries: How promptly you respond to customer inquiries and requests.
- Proximity to Potential Customers: The distance between your business and the location of potential customers.
- Business Hours: Availability and operating hours of your business.
- Complaints Received: Serious or repeated complaints received about your business.
These ranking factors may have evolved, but the importance of these elements remains significant in determining the success of your local services ad.
In today’s competitive market, being responsive to customer inquiries can give you a significant advantage. But did you know that it’s not just about how you handle calls? It’s also crucial to ensure your ads are running at the right times.
Tailor Your Ad Schedule to Your Business Hours
Imagine a potential customer seeing your ad, only to call and reach an unanswered line. This missed opportunity could cost you a valuable lead. That’s why scheduling your ads effectively is critical. The platform gives you control over when your ads are displayed. You can easily set a schedule to ensure they run all day, during business hours, or even during specific custom hours.
Don’t let valuable leads slip through your fingers. Seize the advantage by being responsive and strategic with your ad scheduling.
What Happens When Law Firms Pause Local Services Ads?
When you choose to pause your ad on Local Services Ads, it will still be visible in the search results, but will no longer display the Google Guaranteed or Google Screened label. Additionally, your ad will be placed below paid listings.
Pausing and reactivating your ad is a simple process that can be done through the Google Local Services dashboard or app. And the best part? You won’t be charged for leads while your ad is on pause.
Can Law Firms Choose Which Keywords to Target with Local Services Ads?
You can choose which keywords to target with LSAs. Instead of selecting specific keywords, a business or law firm can choose categories or “job types” that best represent the services and products they offer. Google then determines which keywords are relevant for those job types, and your ad will appear based on the service areas and job types you select. Unfortunately, Google does not provide keyword data or reveal which keywords trigger your ads or generate leads.
Can Law Firms Control What Appears on Local Services Ads?
Compared to traditional Google Ads, control is quite limited. The initial search result for Local Services Ads provides minimal information, such as the business name, review rating, and whether the business is open or not. Additional information may include the business’s service area and the number of years they have been in operation. Google Screened ads may also feature a headshot photo.
When you click on an ad, you’ll be taken to a detailed view with more information and photos about the business. However, you won’t see a business description or any exaggerated ad copy created by the business. Google keeps it simple by displaying factual information about the business without unnecessary fluff.
What Can Law Firms Control in Local Services Ads?
The Google Local Services Ads app and dashboard are designed to be user-friendly. You won’t be overwhelmed by countless controls and options. Here are the key elements you can control:
- Selecting the services or “job types” you offer from a predefined list based on your category
- Choosing your service area
- Adding photos to your listing
- Selecting “highlights” from a predefined list (such as being locally owned and operated or offering emergency services)
- Setting a weekly budget amount and bid type
- Selecting your business hours and ad schedule
With these controls, you can effectively manage your Local Services Ads without unnecessary complexities.
How to Track the Performance of Your Local Services Ads
Once you’ve set up your Local Services Ads (LSAs), you’ll receive a helpful weekly email called “Weekly recap | See how your ads did this week.” This email provides a detailed overview of your LSA performance, including the number of leads you were charged for, your expenditure, current ratings, and a breakdown of your budget by spend, average weekly, and monthly maximum.
Google’s Pursuit of Monetizing Local Search
In recent years, Google has been increasingly focused on monetizing local search. This trend is expected to continue, and LSAs will likely play a significant role in Google’s ongoing growth strategy. Additionally, Google has been quietly testing the option to upgrade Google My Business listings by offering a Google Guaranteed badge for a monthly fee of $50, provided the business passes the screening process. While this integration is still in limited testing, it suggests that LSAs may become more closely integrated with Google My Business in the future.
Law Firm Marketing Pros Is An Award-Winning Digital Marketing Agency Providing Local Service Ads for Lawyers
As we noted at the beginning of the blog, in today’s digital landscape, law firms must differentiate themselves from the competition to succeed. That’s why Law Firm Marketing Pros is here to be your trusted partner. With our expertise and tailored solutions, we can help you unleash the full potential of LSAs and take your legal business to new heights.
Are you ready to revolutionize your legal marketing strategy and leverage the power of LSAs? Contact Partner and Co-Founder Josh Konigsberg, author of Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become a Best-Known Attorney, to schedule a free 15-minute client accelerator call at (561) 948-5001 or complete our online form.
Though brief, this call dives deep into your strategy. Josh will then prepare a complimentary digital marketing brief packed with 25-35 pages of value that drives qualified clients directly to your practice.
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Do you still have questions about digital marketing? Contact Partner and Co-Founder Josh Konigsberg, author of Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become a Best-Known Attorney, to schedule a 15-minute discovery call at (561) 948-5001 or complete our online form. Though brief, this call dives deep into your strategy. Josh will then prepare a complimentary digital marketing brief packed with 25-35 pages of value that drives qualified clients directly to your practice.
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