Important Google Local Service Ad Updates for Law Firms in 2024

With the growth of digital marketing, law firms have a myriad of tools at their disposal to attract potential clients. One such powerful tool is Google Local Service Ads (LSAs). In fact, 82% of consumers said they’re more likely to use a local service if it’s advertised on Google. But what makes LSAs particularly effective for law firms and legal marketers? In this blog post, we’ll explore the benefits of LSAs, how they differ from traditional pay-per-click (PPC) campaigns, and strategies to maximize their effectiveness. By the end, you’ll understand why LSAs are a game-changer for local legal marketing and how you can leverage them to draw in more clients.

Understanding Google Local Service Ads for Law Firms

Features and Functionalities of LSAs

Google Local Service Ads are designed to connect businesses with local customers who need their services. For law firms, this means potential clients in your vicinity can easily find and contact you. LSAs appear at the very top of Google’s search results, showcasing your firm’s name, phone number, reviews, and a call-to-action button.

How LSAs Differ from Traditional PPC Campaigns

While both LSAs and PPC campaigns aim to drive traffic, they operate differently. LSAs focus on lead generation and charge based on the leads received rather than clicks. This pay-per-lead model ensures you only pay when someone contacts your firm through the ad, providing a cost-effective alternative to traditional PPC campaigns where costs can accumulate rapidly without guaranteed leads.

Updates on Local Service Ads

Lawyer Identity Verification Required in Certain States

Starting in July, lawyers now need to complete an identity check to verify their business affiliation. These checks prevent impersonation and protect consumers. Consequently, lawyers’ business screening and verification requirements have been updated to ensure that only verified professionals use the platform. To meet these new requirements, lawyers should log in to their Local Services Dashboard and ensure their name matches across all documentation, including the account roster, law license, and ID authentication document. Minor name variations will be evaluated case by case.

This change is being implemented gradually, starting with smaller states and moving to larger ones throughout the year. Providers or professionals needing to verify their identity should have received an email with instructions. If your account is affected, you should receive an email to start identity verification.

Automating Lead Credits for LSAs

Google is rolling out automated Local Services Ads lead credits this month, streamlining the process for advertisers to receive credit for poor-quality leads. This change aims to save time for advertisers and ensure a more equitable distribution of ad credits, particularly benefiting those with limited resources. It will potentially affect advertisers’ budgets, lead quality, and overall experience with the platform. Google’s machine learning models will automatically review all leads, and invalid leads will be credited without manual disputes, with credits typically applied within 30 days. Since launching in 2017, Local Services Ads have evolved, but the manual dispute system has become challenging to scale and vulnerable to gaming. This automation addresses disparities in lead disputing practices among advertisers and aims to improve overall lead quality. Key changes include the elimination of manual lead disputes and the exclusion of credits for “job type not serviced” and “geo not serviced” leads. Overall, more leads are expected to be credited on average. This update takes over the manual process of requesting credits and aims to address an imbalance where a small number of advertisers were disputing a high percentage of leads while others disputed none.

Strategies for Maximizing Local Service Ads for Law Firms

Effective Keyword Research and Selection

Keyword research is the foundation of any successful LSA campaign. Identifying and targeting the keywords potential clients are searching for ensures your ads appear in relevant searches. Tools like Google Keyword Planner can help you discover high-performing keywords specific to your legal services and geographic area.

Setting Precise Audience Parameters

Defining your target audience is essential for LSA success. LSAs allow you to set parameters such as location, service areas, and business hours. Tailoring these settings ensures your ads reach potential clients within your service area, increasing the likelihood of generating quality leads.

Budgeting and Cost-Effective Marketing Approaches

Effective budgeting is critical to maximizing your LSA campaign’s ROI. Start with a modest budget and monitor the performance of your ads. Adjust your spending based on the quality and quantity of leads generated. Implementing cost-effective marketing approaches, such as optimizing your ad copy and utilizing geo-targeting, can further enhance your campaign’s efficiency.

Future Trends and Best Practices

The future of LSAs in the legal industry looks promising. With continuous advancements in AI and machine learning, LSAs will become even more sophisticated, offering enhanced targeting and lead generation capabilities. Staying ahead of these trends will give your law firm a competitive edge in local search and advertising.

To stay ahead in local search and advertising, regularly update your LSA campaigns. Monitor industry trends, experiment with different targeting strategies, and optimize your ads based on performance data. Engaging with your audience through reviews and testimonials can also boost your firm’s credibility and attract more leads.

Takeaway:

Google Local Service Ads present an invaluable opportunity for law firms to connect with potential clients in their local area. By understanding the unique features of LSAs, leveraging recent SEO updates, and implementing effective strategies, you can maximize the impact of your LSA campaigns.

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.