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Are you on the hunt for a way to reach more local clients for your law firm?
Google Local Service Ads may be the answer you’re looking for. These ads appear at the top of Google search results. Besides, they’re specifically designed for local service providers like lawyers.
The ads can be a powerful tool in your marketing strategy, helping you attract new clients in your community.
What are Local Service Ads, and how do they work?
Google Local Service Ads are sponsored ads that show up when people search for local services.
When a prospect searches for a lawyer in your area, Local Service Ads for lawyers will appear at the top of the search results. And this is above regular organic listings.
This can give your law firm a decisive advantage. And this is because it makes it more likely that potential customers will choose your law firm.
Managing local service ads for lawyers is overwhelming and hectic, especially if you’re juggling your profession.
Your account needs constant monitoring and optimization to ensure it drives your revenue goals.
You have an option of engaging Google Ads agencies to manage your account. But, working with ad agencies can be expensive in the long run. Some agencies charge a flat fee monthly whether they bring in leads or not.
This is where a particular AI-driven application (which we‘ll talk about later) comes to play.
With this application on your side, you’ll save lots of time because it’ll help you focus only on the problematic areas of your account.
In this guide, you’ll learn the following:
Before jumping into the blog’s core, we’ll address the following question: what are local service ads?
Google Local Service Ads are sponsored ads that appear at the top of Google search results (SERP) when visitors search for local services online.
The ads are specifically designed for local service providers like lawyers, plumbers, electricians, and more. They offer a way for businesses like your law firm to reach potential clients in their community.
To qualify for Local Service Ads, your law firm must meet the requirements of Google.
This includes having a physical location, a verifiable phone number, and a clean track record (no unpaid fines or penalties). Once your law firm has met these requirements, sign up for local service ads.
Once you’ve set up local service ads, choose the specific location and service areas to target.
This means you can focus your marketing efforts on the areas where you’re most qualified and have the best chance of attracting new clients.
Set a budget for your local service ads to control the ad spend.
Optimizing Google Local Service Ads is crucial to getting the most out of your dollars. It entails using compelling ad copy and high-quality images to grab the attention of potential clients.
Ensure your business information, such as the address and phone number, is up to date and accurate.
You can effectively reach more local clients and grow your business by setting up and optimizing your Google Local Service Ads.
In summary, Google Local Service Ads offer a way for local service providers like your law firm to reach potential clients in their community.
By meeting the requirements and setting up Local Service Ads properly, you’re free to target specific locations and service areas to grow your business.
In the next section, we’ll take you through the benefits of Google Local Service Ads for you and your law firm.
You don’t want to miss this.
As a lawyer, finding ways to reach potential clients in your community is essential.
Google Local Service Ads can be a powerful tool in your marketing strategy, helping you attract new clients and grow your law firm.
Check out more benefits below.
One of the main benefits of Local Service Ads is that they appear at the top of Google search results.
Yes, you read that right.
This means that when someone searches for a lawyer in their area, your business will be one of the first they see.
This can give you a decisive advantage over other law firms and make it more likely that potential clients will choose your business.
Another advantage of Google Local Service Ads is that you can choose the specific location to target.
This means you can focus your marketing efforts on the areas where you have the most qualified prospects.
You’ll also be able to set a budget for your Local Service Ads, so you have control over your ad budget.
Optimizing your Google Local Service Ads is key to getting full benefits. This includes using compelling ad copy and high-quality images to grab the attention of potential clients.
To sum up, Google Local Service Ads for lawyers offer several benefits.
They allow you to stand out in search results and reach local clients.
By meeting the requirements and setting up your Google Local Service Ads properly, you can effectively target specific locations that are profitable to your firm.
But don’t just take our word for it — the results speak for themselves.
Law firms using Google Local Service Ads have seen a significant increase in the number of leads and clients they receive.
In fact, some law firms have even reported a 200% increase in leads! With such impressive results, it’s no wonder more firms are turning to Google Local Service Ads to grow their brands.
In the coming section, you’ll learn how to advertise law services.
To set up Google Local Service Ads, follow these steps:
You’ll need to pass a background check and have your business verified by Google to be eligible for Local Service Ads.
This may include providing proof of insurance and other relevant licenses or certifications.
If you run a law firm and are looking to use local service ads, below are some best practices to follow:
To use local service ads, you must be a local service business with a physical location and a track record of delivering value to your target customers.
Your business profile is what target prospects see when they search for your services on Google.
Ensure you complete your profile, including your business hours, contact information, and a detailed description of your services.
Include high-quality photos of your business, your team, and your work to give your target customers a glimpse of what to expect.
Customer reviews are a critical factor in attracting new business.
Ensure you’ve responded to all reviews, both positive and negative. This will show you value your customers’ feedback and are committed to providing value.
We recommend you actively solicit reviews from satisfied customers to build up your reputation on Google.
Use Google’s tools to track the performance of your local service ads. Adjust your ad spend as needed to ensure you’re getting the best return on your investment.
This may entail testing different ad copy and targeting options to see what works best for your law firm.
While Google Local Service Ads for lawyers can effectively reach new customers, they should be a touch point in your funnel.
Consider other channels like social media, email marketing, and content marketing to build awareness of your law firm.
Following these best practices, you can use Google Local Service Ads for lawyers to reach new customers and grow your local service business.
Bonus: focus on delivering high-quality services and building a solid reputation to turn those new customers into lifelong ones.
Managing Local Service Ads (LSAs) for your law firm has a few potential downsides.
The local service ads are a paid advertising service.
You’ll need budget for your ad spend.
The cost of the local ad service can vary depending on your location and level of competition. Essentially, expect to pay a certain amount per lead or booking. Depending on your law firm’s specific circumstances, cost can be higher or lower.
For example, law firms in highly competitive markets or specialized practice areas may have a higher cost per click (CPC). On the other hand, law practices in less competitive markets or with a broader range of services may have a lower CPC.
Managing local service ads requires you to invest time to set up and maintain your ad campaign.
This includes completing your business profile, responding to customer reviews, and optimizing your ad account.
Google Local Service Ads are highly visible. This means you may face competition from other local law firms for the top spots in search results.
You’ll need to work hard to stand out and convince customers to choose your law firm over others.
Your local service campaign is tied to Google’s search algorithm, which can change anytime.
You may need to adjust your ad strategy to stay competitive and attract customers.
While local ads can effectively reach new customers and grow your law firm, they require time and financial commitments to drive meaningful results.
Optimizing a Google Ads account can be overwhelming, especially if running multiple campaigns to reach more leads in your area.
You’re likely to miss risks and opportunities, especially if you must juggle your profession as a lawyer.
How about hiring a Google Ads agency?
There are a few potential disadvantages to hiring an agency to manage your Google Ads:
Hiring a Google Ads agency can be more expensive than managing your Google Ads or local service ads in-house.
Most agencies typically charge a percentage of your ad spend or a flat fee for their services, which can add up over time.
When you hire an agency to manage your Google Ads or local service ads, you’ll rely on them to decide your ad campaign.
This can be a disadvantage, especially if your goal is to have more control over your marketing efforts. Or if you feel the agency needs to align with your business goals.
Working with a Google Ads agency can sometimes lead to communication issues if you’re in a different locality.
Moreover, getting timely responses or feedback from an agency can take time and effort, making it difficult to make changes or address issues with your ad campaign.
Some agencies may need to be more transparent about their tactics to manage your ad campaigns.
This can make it difficult to understand the results you’re getting. Or make informed decisions about your ad strategy.
This is where PPC Signal comes in.
This is a tool that can help you drive qualified leads without taking much of your time or overwhelming you.
You just need to grant access to PPC Signal to your ads account to go through your data and provide actionable insights. The tool provides insights that can be categorized into risk or opportunity.
With PPC Signal, you’ll only focus on the problematic areas in your Google Ads account, even if you have multiple ad campaigns.
For instance, it may provide insights into hidden gems in your search terms report.
Below is a screenshot of PPC Signal at work.
In the screenshot above, PPC Signal is notifying us the cost per conversion is rising, which is a risk.
A risk is denoted using red color.
If you click the Explore button, the tool will provide more details as to why the cost per lead is rising.
For instance, you’ll be taken to a line graph showing more in-depth insights to make informed decisions.
You can use a table to dive deeper into the risks that PPC Signal shows in your dashboard.
Google Local Service Ads (LSAs) are a paid advertising service designed to help local service businesses connect with customers in their area.
Local service ads appear at the top of Google search results when users search for local services, making them highly visible and effective for attracting new customers.
To set up the local service ads, create a business profile on Google and provide information about your business, including your hours of operation, contact information, and a description of your services.
You’ll also need to pass a background check and meet other eligibility requirements. Once your profile is set up, start creating and running ads.
In conclusion, Google Local Service Ads for lawyers can be a powerful tool for law firms looking to attract new clients and grow their practice.
The ads allow you to reach potential clients when they’re actively searching for legal services in your area. This makes them a highly targeted and effective advertising option.
By following best practices like completing your business profile, you can effectively use the ads to reach new clients and grow your practice.
While LSAs require a financial investment and time commitment to manage, they can be valuable to your client acquisition strategy.
Managing local service ads for lawyers is overwhelming and hectic, especially if you’re juggling your profession.
Your account needs constant monitoring and optimization to ensure it drives your revenue goals.
You have an option of engaging Google Ads agencies to manage your account. But, working with ad agencies can be expensive in the long run. Some Google Ads agencies charge a flat fee monthly whether they bring in leads or not.
This is where a PPC Signal comes in.
PPC Signal is an AI-driven application that can help you drive qualified leads without taking much of your time or overwhelming you.
You just need to grant access to PPC Signal to your Google Ads account to go through your data and provide actionable insights. PPC Signal saves you time because it’ll notify you of the critical areas that need urgent optimization. You don’t have to dive into every campaign, ad group, and ad to uncover problems draining your ad budget.
If you’re a lawyer looking to expand your reach and attract new clients, consider using a combination of PPC Signal and Google Ads.
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