Google Local Service Ads (LSA) for Attorneys
What Are Local Service Ads?
Google LSA (Local Service Ads) are Google’s newest addition to the Search Engine Results Page (SERP). It uses the exact same mechanism that Google Ads use, but at a lower cost: it’s Google’s answer to making ads more affordable.
There is, of course, a trade off since there is less control over the minutiae of the ad placement. One great benefit, however, is you only pay for a Google LSA call if the client calls you looking for help with the practice areas you select. If the call isn’t valid, you don’t pay for it.
The placement of Google LSA is also a huge benefit, taking up the most prominent position at the top of the page on both desktop and mobile devices. Take a look below to see an example shot from one of our clients:
How Can Local Service Ads Help Your Law Firm?
The best way that Google LSA can help lawyers is by only serving ads to people in the specific geo locations and practice areas you designate. That not only saves you ad dollars but it also saves your staff valuable time on lead follow up. Instead of wasting their time on leads that don’t go anywhere, they can spend their time focusing on your current clients.
Even better, you only pay when a client calls you through Google LSA. You pay only when a customer calls you to ask for your help in the services you select to promote.
What Else Can Local Service Ads Do for Attorneys?
Google offers a special service through LSAs that makes them even more valuable: Google Badges. Through a local service ad program, your business becomes “Google Guaranteed” – a badge that will appear next to your ad on the internet. Your Google Reviews will also be showcased with your star rating you’ve achieved.
People trust Google, and when Google gives their stamp of approval to you and your law firm, it gives you extra credibility and gives your potential clients more confidence to do business with you.
You know that internet marketing can get very expensive for lawyers. There are so many out there who are vying for the same clients and willing to spend a lot to catch the eyes of potential customers. That’s why local service ads are so valuable for your law firm. They’re targeted, they’re trusted, and you only pay if the ad viewer contacts you.
Of course, it’s essential that you have a good team in your office who can talk to the incoming clients to seal the deal – that part can’t be overlooked – but it’s Google LSA that is going to cause the clients to call in the first place.
Should You Get Rid of Google Ads Completely in Favor of Google LSA?
That’s a fair question to ask. Afterall, I’ve made Google LSA sound like the second coming. Yet let me be blunt, NO. In fact, while I shared the benefits of Google LSA like a sales pitch from the Google Local Service Ads team, you need to know the limitations and requirements before moving forward.
You see, I’ve been marketing online since the late 90’s. Yes, I am oaf yet I’m wise. And if you’ve ever said, “if only I knew then, what I know now”, have a free-no strings attached, conversation with one of our law Firm Growth Coaches now.
Having both Google PPC and Google LSA, like our client Scott Brown above, is similar to the synergistic effect that happens when you employ both Google PPC and SEO on the same page. If you have more than one listing on the first page, they work in tandem to increase your real estate and push out your competition. Incorporating multiple strategies will be a more successful route to take with your digital marketing strategy. Just like any investment, the key is to diversify.
At Big Mouth Marketing:
At Big Mouth Marketing, we recognize the amount of work and effort that you put into every problem you face. Becoming a lawyer isn’t easy and making it as a successful law firm makes passing the bar look like a cake walk.
Like with most things, there’s an easy way and a hard way. If you want to fast-track things and make it easy, connect with one of our Legal Practice Growth Coaches. Let our experience of helping over 500 law firms work for you. There is no reason to reinvent the wheel.