When it comes to online visibility, especially in the crowded legal market, standing out is crucial. Many law firms invest heavily in SEO, social media, and pay-per-click (PPC) campaigns. While all these strategies work, there’s another tool that has proven to be a game-changer, and that’s Local Service Ads (LSAs).
LSAs, particularly from Google, offer law firms a golden opportunity to rank at the very top of search results. Let’s dive into why Local Service Ads are becoming a law firm’s secret weapon for ranking top and how you can use them to grow your client base for your law firm or as a lawyer.
What Are Local Service Ads?
Local Service Ads are a special type of ad designed for service-based businesses, including law firms. These ads appear at the very top of Google’s search results, even above traditional PPC ads and organic listings. Unlike regular PPC ads, LSAs are specifically designed to connect users with local businesses they can trust.
Now you don’t have to look far and wide to get clients for your law firm because they might just be in the same location as you. The target now is reaching them, and Local Service Ads will be your best bet.
Key Features of Local Service Ads for Law Firms:
- Top Placement: LSAs are positioned above all other results. This mean one thing for your law firm: instant visibility for you, and better opportunity to convert
- Pay-Per-Lead: Instead of paying for every click, law firms only pay when they receive a qualified lead and convert them to clients.
- Google Screened Badge: LSAs include a “Google Screened” or “Google Guaranteed” badge, and this badge helps you build trust and authority. Potential clients will be confident to work with you, and existing clients will stay loyal.
- Local Targeting: These ads focus specifically on clients within a certain geographic area, making it easier to attract local cases. The good thing is local cases are easy to attract especially because you share the same location as them. People love ease.
Why Local Service Ads Are a Game-Changer for Law Firms
Law firms can benefit greatly from LSAs, especially in competitive markets where ranking high on search engines is tough. Lawyers are beginning to adopt this smooth form of marketing and counting their new clients in double digits per month.
- Instant Trust with Google Screened Badge: When people see the “Google Screened” badge on your ad, they’re more likely to trust your firm. This badge signals that Google has vetted your firm, checked its licenses, and verified that you’re qualified to provide legal services.
- Qualified Leads Only: Unlike traditional PPC campaigns, LSAs are based on a pay-per-lead model. This means you only pay when a potential client contacts you—whether through a phone call, email, or message—and the lead matches the legal services you offer.
- Top Visibility: LSAs place your firm above even paid ads. Being at the top of the search page gives you an immediate edge over competitors, increasing your chances of landing new clients.
- Focused on Local Clients: LSAs are designed to connect local users with local service providers, which is crucial for law firms that rely on attracting clients in specific regions.
How to Set Up Local Service Ads for Your Law Firm
Getting started with LSAs is a straightforward process, but it requires some attention to detail. Here’s a step-by-step guide on how to set up LSAs for your law firm:
1. Sign Up for Local Service Ads
Head over to the Google Local Services Ads platform and sign up for an account. During the registration process, you’ll provide information about your law firm, including the types of legal services you offer and your location.
2. Complete the Google Screening Process
Google requires law firms to go through a background check and verify their legal credentials. This includes verifying your law license and ensuring your firm is in good standing. Once you pass, you’ll receive the coveted “Google Screened” badge.
3. Set Your Budget
LSAs work on a pay-per-lead basis, so you need to set a weekly budget. You can adjust this budget over time based on how many leads you’re getting and how much you’re willing to spend. LSA makes you call the shots by putting you in charge of your campaign and helping you tailor it according to your taste or preference.
4. Define Your Service Areas
Select the geographic areas where you want your ads to appear. If you only practice law in specific cities or counties, make sure to set your service areas accordingly. You can select as many as you want however, but ensure your services extend to those cities.
5. Choose the Right Legal Services
LSAs allow you to specify which legal services your firm offers. For example, if your practice focuses on personal injury, family law, or criminal defense, you can select these categories to ensure your ads only appear for relevant searches.
6. Optimize Your Profile
Finally, you’ll need to create a compelling profile that highlights your firm’s expertise, experience, and customer reviews. Endeavor to mention your social handles too. Some potential clients might prefer to reach out to you through other channels or means. A well-crafted profile helps convert leads into clients.
How Local Service Ads Differ from Traditional Google Ads
Although both LSAs and traditional Google Ads can be effective for law firms, there are some key differences between the two. Understanding these differences will help you decide which is the right strategy for your practice.
Local Service Ads:
- Pay-Per-Lead: You only pay when you receive a qualified lead.
- Top Placement: LSAs appear above regular Google Ads.
- Google Screened Badge: Offers a level of trust and authority.
- Service-Based Ads: Designed for local service providers like law firms.
Google Ads (PPC):
- Pay-Per-Click: You pay every time someone clicks on your ad, regardless of whether they convert into a client.
- Lower Placement: Appears below LSAs in search results.
- No Screening Badge: While still effective, Google Ads don’t carry the same level of trust as LSAs.
- More Flexibility: Google Ads offer more customization options, including display and video ads.
The difference between the both ads is not to influence you towards going for LSA, it’s to help you decide which one is best for your law at the moment.
Best Practices for Running Local Service Ads
The following best practices will help you make the best out of LSA, stick to them when carrying out your LSA campaign.
- Keep Your Profile Up to Date: Ensure your law firm’s information, including contact details, services, and locations, is always accurate.
- Respond Quickly to Leads: LSAs track your responsiveness to leads. Make sure to respond to inquiries as soon as possible to maintain a high ranking.
- Encourage Reviews: Positive client reviews can significantly boost your profile’s performance. Encourage satisfied clients to leave reviews, as Google takes them into account when ranking LSAs.
- Monitor Your Performance: Regularly review your campaign’s performance through the Google Local Services Ads dashboard. If you notice that certain types of leads aren’t converting, adjust your ad settings accordingly.
- Adjust Your Budget as Needed: Start with a small budget and increase it as you see results. LSAs allow you to scale your spending up or down depending on how many leads you want.
Challenges with Local Service Ads for Law Firms
While LSAs offer many benefits, they aren’t without challenges. Understanding these potential issues will help you navigate them more effectively and stay proactive.
- Limited Availability in Some Regions: LSAs are not yet available in every geographic area, which means some law firms may not be able to take advantage of them right away.
- Intense Competition: In highly competitive legal markets, several firms may be vying for the top LSA positions, driving up the cost of leads.
- Qualified Leads May Vary: Although you only pay for qualified leads, not every lead will turn into a paying client. Some inquiries may come from people seeking free advice or who aren’t ready to hire a lawyer.
Why are Local Service Ads Worth the Investment for Law Firms?
- Immediate Visibility: LSAs give your law firm prime real estate at the top of search results, putting you directly in front of potential clients.
- Higher Conversion Rates: Because LSAs are designed to connect users with local, trusted service providers, leads generated from LSAs tend to have a higher conversion rate than those from traditional Google Ads.
- Cost-Effective Lead Generation: With LSAs, you only pay for actual leads. This makes it a more cost-effective option compared to pay-per-click campaigns where you pay for every click, regardless of conversion.
- Increased Trust: The “Google Screened” badge adds an extra layer of trust, helping potential clients feel more confident in reaching out to your firm and working with you.
Are You Ready to Level Up?
Local Service Ads are quickly becoming a must-have tool for law firms looking to rank higher on Google and attract more clients. Your firm shouldn’t be left behind in this effective yet cost-efficient market.
With our years of experience with helping law firms like yours gain more visibility, we can help make you make the most out of LSA for your law.
Are you ready to elevate and take advantage of LSA for your law firm? Get in touch now.