What Is a Local Services Ad and Why Every Law Firm Should Be Using One
Potential clients looking for lawyers go to Google and choose the first firm they see, given the urgent nature of their needs. Want to be the company they see first on Google? You can do this by starting Local Services Ads (LSAs) for law firms, which secures your spot at the top of search results. Read this blog to know more about LSAs and how they can help you stand out in a crowded market.
What Is a Local Services Ad?
Unlike traditional Google Ads, a Local Services Ad is an advertising product from Google specifically designed to put local service businesses, like law firms, at the top of search results. As opposed to the usual pay-per-click model, LSAs run on a much more cost-efficient pay-per-lead model. This requires the firm to pay only when a potential client reaches out through the ad, instead of just clicking. This is all packaged in a listing that easily captures the client’s attention, complete with a simple way to contact the firm and review rating.
How LSAs Are Different From Traditional Google Ads
While each serves a different purpose, the stark difference between LSAs and traditional Google Ads makes the former more suitable for law firms looking to maximize their visibility. Put simply, LSAs do not come with the same high cost and complexity as Google Ads and this is a key advantage for law firms.
To further compare, it is important to consider these key differences:
- Pay-per-lead vs pay-per-click: With LSAs, law firms are only required to pay when leads reach out directly through the ad. Traditional Google Ads can cost more since the firm has to pay every time a potential client clicks the ad.
- Position on the page: LSAs offer more visible real estate on the search page by placing your listing at the top of the results, above organic search results and sponsored results (traditional Google Ads) which can be randomly placed.
What Kinds of Law Firms Benefit Most From LSAs?
These features can indeed make LSAs really appealing to law firms. But note that it may not necessarily work as intended for firms with different contexts. For one, law firms that serve a more local client base looking for specific practice areas may find LSAs to be most helpful. Firms that are targeting high-intent clients may also make the most use out of LSAs given their high placement on search results. Moreover, LSAs work best for firms with a verified Google Business Profile and existing reviews. But those without may need to establish their reputation first before using LSAs.
How the LSA Lead Process Actually Works
It’s understandable to feel intimidated by the whole LSA lead process, especially when coming from a non-marketing background. In reality, however, the process is actually simpler and more manageable than it looks.
Let’s dive into each step one-by-one:
- A potential client searches for a lawyer in their area
- LSA listings appear at the top of the results with the firm name, rating, and reviews
- The client clicks to call or message directly through the listing
- The firm receives the lead in real time through the LSA platform or via phone
- The firm is charged only for that direct contact and not for impressions or clicks that did not convert
With that, Mapless Marketing handles the setup for you and continuously optimizes the ads so you can focus on converting the leads. It’s that simple.
What LSAs Cannot Do Alone (And Why Strategy Still Comes First)
LSAs are indeed a powerful short-term tool that can help law firms increase their reach. But in the long run, it’s important to note that it will take more than that. LSAs are not a complete marketing strategy on their own but rather only a huge part of it. For example, LSAs can indeed drive calls and messages from potential clients. However, response time on the part of the firm still matters for the leads not to go cold. Firms with a weak business profile and few reviews may also be outranked by competitors with stronger ones.
For long-term growth, it is best to utilize LSAs as part of a broader marketing strategy. They should work hand-in-hand with Local SEO that achieves long-term organic authority. Our job at Mapless Marketing is to help your firm build and manage both.
What It Looks Like to Work With Mapless Marketing on LSAs
Working with Mapless Marketing on LSAs starts with a Marketing Map Session where we define goals together and figure out the best map forward. Once you become a client of ours, we will handle the account setup and Google verification support if needed. Once we get your LSAs running, you can expect ongoing budget management, lead quality monitoring, and regular reporting so your firm stays in the loop. Because we don’t believe in a set-it-and-forget-it approach, you get a strategist who monitors performance and adjusts when necessary.
This strategy is always recommended with the long-term growth strategy of Legal SEO, which is also provided by Mapless Marketing. Combining LSA and SEO in your marketing strategy is a game changer.
Ready to put your law firm at the top of Google and start receiving qualified leads directly? Book your free Marketing Map Session and we will walk you through exactly how Local Services Ads can work for your firm.
