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How Legal Marketers Can Budget and Bid with Google Local Service Ads

by Julie Lorson • April 15th, 2024 • Digital Marketing | Blog

Navigating the competitive landscape of digital advertising is crucial for law firms and legal marketers aiming to attract new clients. Google Local Service Ads (LSA) offer a unique opportunity to target your firm’s local area and connect directly with those in need of legal services. But to harness its full potential, one must understand the intricacies of managing budgets and bidding to guarantee a strong return on investment (ROI). This blog post will explore essential strategies for legal marketers to thrive with Google LSA.

Understanding the Cost Structure of Google Local Service Ads

To begin, it’s imperative to recognize the cost structure of Google LSA. Unlike traditional Pay-Per-Click (PPC) campaigns, Google LSA operates on a Pay-Per-Lead (PPL) basis. This means that you pay for each lead received — whether that’s a phone call, message, or email — rather than for clicks or impressions.

The cost per lead can vary based on several factors:

  • Geographic Location: In densely populated or competitive areas, the cost per lead will naturally be higher.
  • Practice Area: Certain legal practice areas might carry higher costs due to heightened competition.
  • Lead Quality: Google uses a dynamic pricing model that adjusts prices based on lead quality indicators.

For legal marketers, it’s therefore essential to set a realistic budget that reflects your firm’s target practice areas and geographic nuances, to ensure you’re not overspending on low-intent leads or underspending and missing potential high-value clients.

Strategies for Competing in High-Demand Markets

Competition in the legal field is fierce, especially in high-demand markets. To stand out among a crowd of advertisements, follow these guidelines:

  1. Optimized Profile and Reviews: Ensure your Google LSA profile is complete, professional, and packed with positive client reviews. This can enhance your ad rank.
  2. Target the Right Clients: Be explicit about your firm’s offerings, from practice areas to geographical reach, to ensure you attract relevant leads.
  3. Leverage Google’s Verification: Make the most of Google’s credential verification feature to build trust with prospective clients.

Adjusting Your Bid for Maximum ROI

Google LSA bidding is less about cost per click and more about lead value. It refers to the amount you’re willing to pay for a viable lead. Here’s how you can adjust your bid:

  • Analyze Past Performance: Regularly review which leads turned into paying clients. Adjust bids based on lead segments that show the best conversion rates.
  • Consider Market Variables: Factor in external influences like changes in demand, competitor activity, or seasonality.
  • Experiment with Bid Adjustments: Gradually alter your bids and monitor the impact on lead generation and quality — find the sweet spot for your budget without sacrificing lead quality.

Optimizing Bids with Google’s Automated Bidding Strategies

For those who aren’t keen on micromanaging every bid, Google offers automated bidding strategies. These are adjusted by algorithms based on real-time data:

  • Maximize Leads: Google sets bids to help get as many leads as possible within your budget.
  • Target CPA (Cost Per Acquisition): If you understand your client acquisition costs, setting a target CPA lets Google aim for that benchmark.
  • Upgraded Google My Business Profile: Integrate your Google LSA with an upgraded Google My Business profile to bolster credibility and provide more information, thereby improving lead quality and client acquisition.

Key Takeaways:

For law firms and legal marketers, Google Local Service Ads represent a significant opportunity to attract relevant local leads. By understanding the cost structure and developing comprehensive bidding strategies, you can effectively manage your budget and boost your ROI. Keep refining your approach, stay adaptable to market changes, and diligently track your performance metrics for ongoing success.

We help clients make strategic decisions regarding using Google Ad Tools by conceiving marketing plans, implementing media buys, and analyzing data to increase performance in the future. To learn more about how we can work in tandem with your firm, don’t hesitate to get in touch with us today.


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