Google offers a full suite of marketing and advertising products. We use many of them as part of our clients’ marketing plans, but we emphasize the importance of Local Services Ads (LSAs) to drive new client traffic, particularly to newer firms or firms that are still developing a web presence. Google Local Services Ads is critical to increasing your visibility within your local market, and its affordability makes it worth the investment.
LSAs appear at the top of the search engine results page (SERPS), even above other paid ads. This makes them easy to spot on desktops and mobile devices, and more than half of all internet searches take place on phones. When the user clicks on your ad, they can contact you directly either by phone or by messaging you. Google then tracks each lead and gives the potential clients who contacted you the opportunity to leave a review.
At Cross Country Creative, we specialize in providing Google Local Services Ads to our clients because we’ve seen how effective they can be at earning clients the local recognition they need to succeed. You might have dozens of law firms in your area competing for the same visibility, and LSAs give you a way to get ahead. Many clients have found that LSAs have significantly increased their leads and led to the growth of their client bases.
Technically, the program was designed to manage independently, and it has a user-friendly interface. But the process of creating and nurturing leads requires time and experience, and we have both. In fact, competing marketing firms have recommended their law firm clients to us specifically to manage this service for them. Here are a few ways we can work together to make Google Local Services Ads work for you.
One of the reasons we love LSAs is because they work with any budget. We can work with you to determine a lead goal, which we’ll use as the framework for your pricing and integrate it into your service package with us. Google offers LSAs on a pay-per-lead basis, and they only charge for quality leads.
We can dispute spammy or fraudulent leads, which helps us ensure their quality, so you’re not stuck with a list of unqualified leads. The ability to vet leads and keep your ads local makes it cost-effective because you know you’re only reaching real potential clients within your area who truly need what you can offer them.
Google is proactive about helping users manage their LSA accounts, so many companies assume it’s a self-guided process. While it is more intuitive than some other marketing methods, it still requires strategy and focused effort to manage factors like:
One of the features of LSAs that Google promotes is that you don’t have to enter search terms for your ads manually. That’s because they appear when people search for keywords you already rank for. This is ideal for a law firm with an effective marketing strategy in place, but it’s important to make sure you’re ranking for the terms you want first.
We can help with that, too. We’ll manage your web content and integrate SEO strategies that help you perform better on SERPs for specific search terms. Then, we can incorporate an LSA strategy that pulls up your ads when people search for those keywords.
The obvious reason LSAs can increase brand recognition for your law firm is that they appear at the top of the SERP. But it can also help you build and maintain a positive reputation for your law firm. Google has strict registration requirements for any company that creates LSAs. Before we work with you to develop your LSA strategy, we’ll walk you through the steps:
The last step is especially beneficial because it means Google has confirmed proof of your licensing and insurance. In exchange, they add a Google Guaranteed badge to your ads, which shows potential clients you’re legitimate and trustworthy.
The obvious reason LSAs can increase brand recognition for your law firm is that they appear at the top of the SERP. But it can also help you build and maintain a positive reputation for your law firm. Google has strict registration requirements for any company that creates LSAs. Before we work with you to develop your LSA strategy, we’ll walk you through the steps:
The last step is especially beneficial because it means Google has confirmed proof of your licensing and insurance. In exchange, they add a Google Guaranteed badge to your ads, which shows potential clients you’re legitimate and trustworthy.
