In today's competitive legal landscape, standing out and attracting the right clients can be challenging. Local Service Ads (LSAs) by Google offer a powerful tool for law firms to connect with potential clients in their area. This blog will explore how LSAs work, their benefits, and strategies to maximize your return on investment (ROI).
Local Service Ads are a pay-per-lead advertising platform by Google designed to connect service-based businesses with local customers. They site right at the top of search engine results, and are Google’s answer to legal directory services that were dominating the top organic positions.
Unlike traditional pay-per-click (PPC) ads, LSAs charge businesses only for qualified leads, such as phone calls or messages, generated through the ad. For law firms, this means paying only for direct client inquiries, making LSAs a cost-effective marketing strategy. The key to LSA success is to be in the top 3 positions in the markets that you are advertising in.
LSAs appear at the top of Google search results, even above regular PPC ads and organic listings. This prime placement significantly increases your law firm's visibility and the likelihood of attracting potential clients. According to a study by Search Engine Land, businesses using LSAs saw a 50% increase in their visibility compared to those using traditional ads. That is largely due to the requirement for a headshot to be included in the LSA.
2. Cost-Effective Advertising
Since LSAs operate on a pay-per-lead basis, you only pay when a potential client contacts you through the ad. This model ensures that your marketing budget is spent on actual leads, improving cost efficiency. A report by WordStream found that businesses using LSAs experienced a 30% lower cost per lead compared to PPC ads. Even better, potential new clients (PNCs) tend to use them as old-style yellow pages, looking at the information, but actually going to your law firm website directly to learn more before making a call, which costs your law firm nothing.
LSAs come with a Google screened, which reassures potential clients of your law firm's credibility and trustworthiness. This badge is awarded after Google verifies your business, enhancing your firm's reputation and increasing the likelihood of lead conversion. This background check is relatively straightforward and requires the provision of key business documents.
Creating a compelling and complete LSA profile is crucial. Although there is a profile section within LSAs, some of the information will come directly from your Google Business Listing, like google reviews. Ensure your profile includes:
A well-optimized profile can significantly enhance your visibility and attract more qualified leads. Only select the sub-practices areas in your profile that you want to advertise for. For example, if you are a personal injury lawyer you may or may not want to click on “dog bites” depending on your preference.
Positive client reviews are a powerful tool in LSAs as your star rating appears on the second line of your listing. Encourage satisfied clients to leave reviews, as they can boost your profile's credibility and attractiveness. According to BrightLocal, 87% of consumers read online reviews for local businesses, and a high rating can significantly influence their decision to contact your firm.
While LSAs are cost-effective, setting a competitive budget is essential to ensure your ads appear frequently. Monitor your budget and adjust it based on the performance of your ads. Regularly review your cost per lead and ROI to optimize your spending.
Tracking the performance of your LSAs is vital for maximizing ROI. Use Google's LSA dashboard to monitor key metrics such as the number of leads, cost per lead, and conversion rate. Analyzing this data can help you identify areas for improvement and make informed decisions about your advertising strategy.
Be ResponsiveWhen setting up your LSA you will have the choice of messaging or phone. Regardless of your selection it is important that you are responsive. You must answer the phone promptly, or the call will go to the next law firm in line. If you are deemed not to have answered the call your visibility will be impacted and you will show up less frequently in the top 3 favored positions.
A mid-sized law firm specializing in personal injury cases implemented LSAs to boost their client acquisition. By optimizing their profile, leveraging positive reviews, and setting a competitive budget, they achieved the following results in six months:
These results demonstrate the potential of LSAs to enhance a law firm's marketing efforts and maximize ROI.
Local Service Ads offer a powerful and cost-effective way for law firms to attract more clients and enhance their online visibility. By optimizing your LSA profile, leveraging client reviews, setting a competitive budget, and tracking performance, you can maximize your ROI and grow your practice. Embrace the potential of LSAs and position your law firm for success in the competitive legal market.
For more information on how FullFunnel Legal Marketing can help you implement and optimize LSAs, contact us today. Let's work together to maximize your ROI and take your law firm to the next level.