What Are Google Local Service Ads—and Should Attorneys Consider This New Program?
Not long ago, ranking at the very top of Google search results seemed like a pipedream for most law firms. Now, Google is ready to help you make that dream a reality. With the new Local Service Ads program, your law firm can even rank above pay-per-click ads and the Google My Business Local 3-Pack.
As you can imagine, there’s plenty of buzz around Local Service Ads. But does it live up to the hype—and is it worth incorporating into your online marketing strategy?
Here’s what you need to know about Google Local Service Ads for attorneys.
What Are Google Local Service Ads?
For some years, Google has optimized its search results to connect consumers with local businesses. Users don’t have to worry about entering their address or zip code anymore—Google just knows where you are and filters your results accordingly.
Up till now, the Google My Business Local 3-Pack has been the gold standard for finding relevant businesses “near you.” But now there’s a new challenger for that title: Local Service Ads.
Local Service Ads are fast becoming the most valuable real estate on almost any search page. They appear at the very top, above any other results or ads, and make it easier than ever for consumers to instantly contact the right local business.
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At a glance, these ads display a business’s:
- Name
- Google star rating
- Years in business (e.g., “42 years in business”)
- Status as “Closed Now,” “Open Now,” or “Open 24/7”
And when you hover your cursor over the ad, you’ll see their phone number as well.
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As you can see, in most cases, each ad will also include an attorney headshot. Once a user clicks on a local Service Ad, they’ll have access to even more in-depth details and contact info for a given law firm.
Local Service Ads are distinct from pay-per-click ads. Technically, these are pay-per-lead. That means that once you sign up, you only have to pay for what Google calls “valid leads.” A valid lead means you receive a text message, call, or voicemail from a potential client who contacts you through your Local Service Ad.
You will also be charged if you miss a call from a potential client, then contact them later via phone, text, or email.
And if you think you’ve been charged for something other than a valid lead, you can dispute it with Google.
Local Service Ads are only available for certain industries, and Google has recently added 17 legal niches to the list:
- Bankruptcy
- Business law
- Contract law
- Criminal defense
- Disability law
- DUI
- Estate planning
- Family law
- Immigration law
- Intellectual property
- Labor law
- Litigation
- Malpractice
- Personal injury law
- Real estate
- Tax law
- Traffic law
Now that Google has opened the door to lawyers, countless law firms have signed up for the program. There are good reasons for that, too. Let’s go over some of the biggest.
What Are the Benefits of Google Local Service Ads for Law Firms?
If you’re not sure whether this revolutionary program is right for you, here are some of the primary benefits of Google Local Service Ads for law firms.
1. Boost Brand Visibility
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Google users search for businesses in a variety of ways and with different preferences. As a result, utilizing a variety of marketing channels is always a good way to expand your outreach online. And the prominent nature of Local Service Ads makes them an especially effective method for promoting your brand and attracting fresh leads.
Local Service Ads are also useful for targeting prospects using voice search, an increasingly common method for potential customers to hunt for local businesses.
2. More Efficient than PPC
Pay-per-click ads are costly and often don’t convert well enough to justify the price tag. Because Local Service Ads are pay-per-lead, you’ll only be charged for genuinely interested prospects, reducing your loss ratio. And since Local Service Ads are optimized for local searches, you can bet that the person giving you a call is in your area.
All of these factors will give you more bang for your buck.
3. Google-Sponsored Verification
Once you get your Local Service Ads profile “screened,” users will see a green checkmark on your ads declaring that you’ve been verified by Google. This colorful endorsement is bound to attract attention even on a busy search results page—especially since Local Service Ads appear at the very top.
4. Highlight Positive Feedback
Local Service Ads display your Google star rating right up top for everyone to see. By highlighting your glowing reviews, you can establish credibility with prospects and give them another reason to trust you. You can even use your Local Service Ad to make it that much easier for your future clients to leave favorable reviews for your practice.
How to Get Started with Local Service Ads
It doesn’t take long at all for you to set up a Local Service Ads profile and start taking advantage of the many benefits. Here’s what to do.
1. Double Check that You Qualify
To sign up for Local Service Ads, all you need is:
- A law firm with a local office
- Specialization in at least one of the 17 legal categories Local Service Ads allows (listed above)
- A Google My Business profile with at least one review and a minimum average rating of three stars
If you can check all three of those off, you’re good to go.
2. Create Your Profile
Your Local Service Ads profile will be different from your Google My Business account. To create your Local Service Ads profile, you’ll need to provide your:
- Firm name
- Phone number
- Street address
- Owner’s name
- Year founded
- Website
- Languages spoken
How you fill out that information will determine what searches you show up in, so be accurate and thorough. (You certainly don’t want to end up paying for fruitless leads.)
Next up, you’ll want to have your Local Service Ads profile screened by Google. To do this, you must:
- Confirm that you’re licensed to practice law
- Provide proof of legal malpractice insurance
- Undergo a basic background check
Trust us, it’s well worth the effort. Odds are, most of your competitors have been screened by now. If you skip this step, it’s very unlikely that you’ll show up in the top results of many searches.
4. Optimize Your Local Service Ads
In order to get the most out of your Local Service Ads, there are a few steps you’ll need to take to optimize your profile. Google uses several factors when determining which law firms rank, such as:
- Your Google My Business rating
- How quickly you usually respond to calls and texts through Local Service Ads
- Your Google screening verification (or lack thereof)
- Your business hours (“Open 24/7” almost always ranks higher)
- Whether or not Google has received any complaints about your law firm
Some other factors, such as the specific search of a user or their proximity to your office will also impact your relevance, but by optimizing as much as possible, you can increase your chances of showing up in more searches.
Should Local Service Ads Replace Your Other Online Lead Sources?
With the sudden appearance of Local Service Ads for law firms, more and more attorneys are relying on this shiny new feature to market themselves online. While there’s no denying the benefits of Local Service Ads, it’s never wise to put all your eggs in one basket—especially such a new basket.
Plus, Local Service Ads work best when they complement your broader internet marketing strategy rather than replacing it. By establishing a strong online presence through your website, social media accounts, and SEO principles, you can create a sustainable, reliable model for drawing fresh leads.
Of course, running a comprehensive marketing campaign takes time, patience, and plenty of know-how. It’s easy to make mistakes.
If you’d rather let someone else handle the headaches, we’d be happy to lend a hand. At Let America Know, we give attorneys across the nation expert assistance with their social media presence and email campaigns. That way, they can dedicate themselves to managing their practices and serving their clients.
We’re ready to help you raise your brand awareness, connect with more clients and referrers, and take your law firm to the next level.
Click here to learn more about our done-for-you social media program for trial attorneys.