Local Services Ads (LSAs) are a marketing tool that can be significantly effective without breaking the bank. LSAs allow your law firm to place an ad at the top of Google search results pages. We all know that if you are not on the first page or two of search results, the user is highly unlikely to find you. Having your law firm appear at the very top of the search results carries significant weight. Below are a few answers to frequently asked questions about Local Services Ads:
How are LSAs Budget-Friendly?
Another benefit of LSA is that you only pay when a call is generated by the ad, which is different from pay-per-click ads. Your firm will even receive a refund for bad calls by spam, competitors, or outside your service area.
What is the Google Screened Badge?
In order encourage online browsers to trust your LSA, Google provides a “Google Screened” badge. This badge tells your prospects that Google has vetted your law firm and verified it as a reputable business. The screening procedure is fairly involved, but it improves the quality and trustworthiness of your ads, which increases leads.
Below are a few of the requirements for receiving the Google Screened badge:
- Every lawyer at your firm must provide proof of their active bar membership
- The law firm must provide a Certificate of Liability Insurance that is valid within 30 days of application for the badge.
- Reviews from your Google My Business listing will be considered, and each firm location must receive a review score of 3.0 or better
How Will LSA Impact the Search Results Page?
Local service ads appear above Google ads, map pack listings, and organic content. Appearing at the top of the page improves your brand recognition and the likelihood of a lead reaching out to you. While LSAs are only listed for very specific types of queries, it is expected that their use will only continue to grow.
We Already Use Google Ads, is LSA Necessary?
The search engine algorithms have become more complex and diverse, so focusing on only one marketing strategy is no longer enough. To see real results, the best strategy is to use various marketing channels offered by Google. The more visibility and the greater your digital footprint, the more leads and success you will gain. Your firm should take advantage of LSAs, Google Ads, Google Business Profile, SEO, and any other marketing efforts to obtain full market reach.
How Can I Make My LSA More Competitive?
There are different factors that determine ad position, but this process is evolving. Currently the factors include the searcher’s proximity to your location, your firm’s overall volume of reviews, your firm’s online rating, and your responsiveness to incoming calls are considered in ad placement. Additionally, Google has a bidding option for LSAs. Your bid is the maximum amount you would pay for a lead. If another local law firm bids on the same lead, your bids determine how much the lead is worth. Your firm will only pay when you get a lead.
What Happens When a Prospect Clicks on Our LSA?
The LSA takes the user to a page that provides your law firm information, photos, and a contact number. The goal of a LSA is to drive leads to call your law firm.
Contact The Rainmaker Institute for Local Services Ads Help
If you are not using Google Local Service Ads, but you are interested in learning more, contact The Rainmaker Institute. The experts at The Rainmaker have always focused on providing quality legal content to inform and educate your firm’s online visitors. Your law firm’s digital presence – particularly your website – is crucial in generating and converting leads. You have worked hard to get where you are, so learn to use technology to your advantage so you can enjoy the fruits of your labor more often while also generating new clients!
The Rainmaker Institute can help you create an effective Google Local Services Ad campaign and implement a successful SEO strategy with top-quality content created for your clients and potential clients that will take your law firm’s online presence to the next level. We handle your legal marketing so you can focus on lawyering.
If you are ready to ensure your law firm’s website is the best it can be and see your Google ranking improve, we can help. Whether you choose to attend one of our live events or you want a free, confidential consultation, we are here to help!