Tag Archive for: lsa’s for law firms

5 Benefits of Law Firms Utilizing Local Service Ads (LSAs)

What if your law firm was the first thing potential clients saw on Google? If your name appeared even above the pay-per-click ads, you’d significantly boost your online exposure. This is possible with Google Local Service Ads (LSAs). 

Many law firms don’t much, or even anything, about LSAs, so miss out on this excellent opportunity for fresh leads. Here’s what you need to know about LSAs and five benefits your law firm can realize by using them. 

What are Local Service Ads (LSAs) for Law Firms?

Google Local Service Ads are usually referred to as LSAs. These first launched as a beta program in 2015, where Google only offered the service to a few types of businesses in certain U.S. and Canadian markets. More cities and specialties were added throughout 2018 and 2019, and LSAs have become a popular form of law firm advertising since around 2020. 

These are paid ads that appear on the Google search results page when someone is searching for a relevant local business. They will show up even before regular Google Ads. LSAs are unique in that they provide the name, phone number, and address of the business. The businesses listed in LSAs have also been carefully vetted by Google, so they aren’t open to everyone. 

What Law Firms Are Eligible for LSA?

When you set up your Local Service Ads account, Google will as you what area of the law your firm covers. This is because LSAs aren’t open to all law firms. Here is a list of the practice areas that are currently eligible for the program:

  • Bankruptcy Law
  • Business Law
  • Contract Law
  • Criminal Defense Law
  • Disability Law
  • DUI Law
  • Estate Law
  • Family Law
  • Immigration Law
  • Intellectual Property Law
  • Labor Law
  • Litigation Law
  • Malpractice Law
  • Personal Injury Law
  • Real Estate Law
  • Tax Law
  • Traffic Law

If your law firm’s area of practice isn’t on this list, it may be at some point. Google is always updating and adding to its advertising services. 

5 Benefits of Law Firms Utilizing LSAs

If you haven’t given Local Service Ads a try, here are five benefits to using this specific digital marketing strategy. 

1. Increased Visibility

When people do a Google search, especially one for a local business, they are most likely to click on one of the page’s top results. Local Service Ads appear at the very top of Google’s search results, before any other paid ads or the organic results. So, if your firm is running LSAs, you have a chance to get the most visibility. According to Google, businesses that run LSAs receive a 20% increase in leads, on average. 

2. More Targeted Advertising

Another major advantage of Local Service Ads for law firms is that they are highly targeted to your ideal client groups. You can set up your ads so that they only show for people looking for the services you provide in a specific area, such as a city or zip code. This ensures you aren’t wasting your advertising dollars on strategies that aren’t likely to bear fruit. 

3. Increased Trust

One of the most attractive things about LSAs is that businesses running them receive a badge next to their name indicating they’ve been “GOOGLE SCREENED.” The fact that the search engine giant has gone through this process and given your business a stamp of approval will help foster trust with prospective clients. This is one of the first steps in converting them to actual clients. 

4. Better Quality Leads

Because LSAs are so targeted, the leads your firm will receive from the ads will be of much higher quality than those you’ll get from other sources. People who click on your ad are clearly searching for the legal services you provide in your geographic area, so they are more likely to hire you. And LSAs include your phone number, which encourages a prompt contact. 

5. Greater Competitive Advantage

The legal industry is highly competitive. And many law firms have yet to discover Local Service Ads. If your competitors aren’t running LSAs, you will have a distinctive edge when it comes to your online visibility and generating quality leads. Even if your competitors are running LSA, you can differentiate your law firm by collecting positive feedback from clients and delivering superior service. 

Setting Up Your Google Local Service Ads

Setting up your Local Service Ads is similar to other ad campaigns. You follow the steps laid out by Google to create your account and publish your ads. One of the main differences is that you will need to get screened by Google, which is a free service. 

For lawyers, some of the requirements you’ll be asked to meet include:

  • License Check
  • Owner Background Check
  • Business/Professional Background Check

If there are several attorneys at your firm, there will be a state bar license check for each one. 

Once you’ve completed this screening process, you will be asked to fill out your business listing information. This information includes:

  • Business name
  • Address with a link to Google Maps
  • Phone number
  • Practice areas
  • Business hours
  • Geographic area served
  • General overview statement
  • Headshots of the legal team
  • Customer reviews

These are considered Pay-Per-Lead ads, meaning you pay for every qualified lead. The charges are automatic, so you will need to dispute any charges you believe aren’t valid. For most law firms, this lead generation strategy delivers excellent results. 

Don’t Have Time to Create Local Service Ads (LSAs)? Too Darn Loud Legal Marketing Can Help

Maybe all of this information has convinced you that your law firm needs Local Service Ads. But you may not have time to devote to LSAs or would rather place your law firm’s marketing in the hands of an expert. We get it and would be happy to help. 

Too Darn Loud Legal Marketing specializes in helping law firms get found and chosen by their target clients in their local markets. We understand how LSAs work and can help integrate these into your overall digital marketing strategy. 

To find out more about how we can help your firm, call us today at (800) 864-1764 or contact us online. We offer a free internet marketing assessment and website evaluation to get started. 

Google Local Service Ads (LSAs) and Law Firms

Are You Using Paid Ads? If So, You Need Google Local Service Ads

What if your law firm’s information could show up at the top of every Google search results page, even above the Google My Business three-pack and the pay-per-click ads? You’d probably receive a substantial increase in traffic to your website, calls to your business, and number of new leads.

This has become possible in many markets with Google’s Local Service Ads (LSAs). For over a year, Google has been testing LSAs in various places across the country. This is a significant development for law firms that rely on local search, but there is plenty that you need to know about LSAs before you decide to put them in your marketing budget.

What Are Local Service Ads?

Being able to find businesses “near me” has revolutionized search over the past several years. Consumers love that they no longer need to enter their address, zip code, or city when searching for local businesses. Google just “knows.”

Going beyond giving consumers a map with business listings, the search engine now offers what is called Local Service Ads. This is the most prestigious real estate on a search engine page. Why? The LSAs appear at the very top of the search results. And instead of clicking through to a business’ website, the consumer can instantly call or message the business instead.

Local Service Ads are only available for certain industries. Some examples are plumbers, locksmiths, electricians, and painters. They are now available for some professional services such as financial planners, realtors, and yes – law firms.

Lawyers in just about any practice area can now purchase LSAs that target specific zip codes and communities. LSAs were once only available in a small number of U.S. markets, but these continue to expand as the program enjoys more success and helps consumers get the assistance they need.

How You Pay for Local Service Ads

If you’re accustomed to pay-per-click ads, these are different. LSAs are pay-per-lead ads, and you only pay for what Google calls “valid leads” for your business. Google will charge you for the ad if certain actions take place after it gets shown to a consumer:

  • You get a text message from a potential client.
  • You receive a call and speak with a potential client.
  • You receive a voicemail from a potential client.
  • You miss a call from a potential client but contact them back later via phone, text, or email.

If you are charged for an ad that you don’t believe was a valid lead, you can dispute the charge with Google.

What is the Benefit of Using LSAs for Law Firms?

The fact that Google keeps expanding access to LSAs is telling. Not only are these ads providing a better user experience but they are also giving businesses the results they want. If you’re on the fence, here are some of the benefits that your law firm can experience by adding LSAs to its digital marketing strategy:

  1. Better Conversions

If you’re pouring all of your marketing budget into PPC ads, you might be dismayed at your results. PPC ads are costly, and they sometimes don’t convert well. But you’ll get much more bang for your buck with LSAs, which promise to connect the right service provider with a searcher.

  1. Build More Trust

Searchers will notice the badge that appears next to your ad that says you’ve been “screened.” This not only catches the eye on a busy SERP page, but it also looks like an endorsement from the world’s biggest search engine. If Google has checked you out, it’s probably worth a closer look.

  1. Expand Your Reach

LSAs give you another way to reach consumers that are looking for your legal services. They aren’t meant to replace organic listings or even your traditional search ads. Consumers search in different ways and have varying preferences, so having your business positioned in multiple places is a benefit. LSAs also help you reach people who are using voice search, which is a growing type of search query for local businesses.

  1. Highlight Positive Feedback

Every LSA includes a link to the law firm’s ratings and reviews. This is one more way that you can highlight the positive feedback you’ve received from prior clients and use it to continue building your business.

What Will Your Firm’s Local Service Ad Look Like?

As a law firm, the number one question on your mind might be, “How do LSAs actually show up in search results?”

LSA ads appear at the very top of the search results. The ad will have your law firm’s name with its Google star rating and a link to its reviews underneath. Next, there will be a green checkmark, and the words “Google Screened,” followed by your years in practice, phone number, and office hours. In some cases, Google is even including your headshot with an LSA, which can increase the potential for clicks.

When you set up your ad, you don’t have to deal with those bothersome keywords. Instead, you choose from a list of categories within the legal industry. These might include things like:

  • Bankruptcy
  • Criminal Defense
  • DUI
  • Estate Planning
  • Family Law
  • Personal Injury Law

When a person’s local search matches the criteria you’ve selected for the services you offer, your ad will be eligible to show. But, that doesn’t necessarily mean your ad will appear or be first. Google still ranks ads using its own set of criteria.

How Google Ranks Law Firms in Local Service Ads

Similar to Google Ads and even organic search, your LSAs must meet certain criteria to rank in a decent position.

Your ranking is determined by several factors:

  • Your firm’s proximity to the searcher
  • The services you offer matching the searcher’s need
  • How many positive reviews you have
  • Being a “verified” business by Google
  • Your business hours

Google even tracks how responsive you are to customer inquiries. If searchers click on your ad to send you a message or call your law firm, and they don’t get a response, your LSA rankings are likely to suffer.

Even if you decline a lead or fail to generate positive reviews, Google will notice, and there’s a chance that your rankings will drop. But the opposite is also true. When your business is responsive to client inquiries and generates positive feedback, this can improve your rankings.

How to Get Started with Local Service Ads

If you want to use Google’s LSAs, you’ll need to jump through a few hoops to make them work the best for you. Here’s what you need to do:

  1. Make Sure You Qualify

Provided you’re a law firm with a local office in a participating market, you should qualify for LSAs. The program covers most practice areas. Google does require that you have a Google My Business profile with at least one review and a minimum average rating of three stars.

  1. Get Google Screened

Before your ads can go live, Google needs to vet your business. This is where you can set yourself apart from other firms that won’t take the time to go through this process. It involves:

  • Confirming you’re licensed to practice law
  • Providing proof of legal malpractice insurance
  • Undergoing a basic background check
  1. Set Up an Inbound Call Structure

Since Google uses your response time to determine your LSA rankings and decided whether to charge you for a lead, this last step is vital. Make sure you have a process in place to take calls, respond to messages, and qualify leads.

Should LSAs Replace Your Legal PPC Advertising or Other Strategies?

Many law firms would rather pay per lead than per click. You can stop stressing over Google’s confusing bidding system, and the flat fee per lead seems like a more effective model. But, that doesn’t necessarily mean you should completely abandon one program for the other.

Local service ads are a powerful digital marketing tool for law firms, but also a new one. In general, you’ll want LSAs to complement rather than replace other marketing channels like PPC, social media, SEO for organic search, and quality content.

Today’s legal consumers are savvy and likely to use a variety of tactics to find the best law firm to meet their needs. So, even if you rank well with LSA’s, a prospect is still likely to read your reviews, check out your social media profiles, and visit your website before making a choice.

If a prospect sees that your firm shows up in several places instead of just one, this will boost brand awareness and increase the chances that you’ll get the call instead of one of your competitors.

Too Darn Loud Legal Marketing Group Helps Law Firms With Results-Driven Solutions

Local Service Ads are still somewhat new, and now is your firm’s best opportunity to take advantage of this digital marketing strategy. As more law firms sign up for LSAs, the expectation is that competition and prices will begin to rise.

Staying on top of changes to Google’s algorithm and ad network rules can be a full-time job. As a busy law firm, you shouldn’t have to shoulder this burden while you work to solve your client’s legal issues.

Too Darn Loud Legal Marketing specializes in creating strategic digital marketing solutions that produce results for law firms. These include website design, SEO strategy, content and video engagement, and paid ad strategies. Contact us today to schedule a free consultation.