Local Service ads allow potential customers or clients to directly connect with businesses that offer the services they are looking for. Google is now allowing certain law firms to use Local Service ads; it’s a can’t-miss opportunity to find new clients.
When people search for services in their area, they now see Local Service ads at the top of Google Search results. These ads display a company’s name, location, review rating, phone number, and hours of operation. Users can click or tap on an ad to call or send a message to the local companies showing those ads. Each business they contact receives a notification of a new lead, which can then become a client. Businesses pay a flat fee per lead, and Google charges them when contact is made. If a lead is irrelevant, businesses can request a refund.
This type of ad is separate from Google ads. Local Service ads focus on getting leads rather than clicks. The ad has a click-to-call option and a web-based email form for users to reach out directly. Before reaching out, potential clients can check out the company’s Google My Business page to be sure they’re making the right choice.
Local Service ads are expanding to new industries and verticals. Most recently, Google added estate lawyers and immigration lawyers to the list of eligible businesses.
The biggest benefit of using Local Service ads is being seen at the top of Google on both desktop and mobile – above pay-per-click ads, Google Maps 3-pack, and organic results. And, since Local Service ads are separate campaigns from those within Google pay-per-click, firms that utilize both will enjoy more real estate in search engine results pages (SERPs).
In addition, Local Service ads offer these benefits:
To participate in the Local Service ad program, a firm must pass Google’s screening and qualification process. Verified firms will then receive a “Google Screened” badge.
For both immigration and estate lawyers, the following are the screening requirements to begin using Local Service ads:
Firms that pass a Google screening and qualification process through Google Local Services also receive a Google Guarantee badge. When a business is backed by a Google Guarantee, Google may refund a client who is not satisfied with the quality of the work or service.
Google has not indicated a timeline to roll out this feature to firms in more diverse fields. However, firms should take a few steps to ensure they are well positioned when they can begin using Local Service ads. Roll-out in other verticals has shown that early adopters get the best value; as with any marketing channel, it will eventually be saturated.
Here is our strategy for getting ready to leverage Local Service ads once they are available for your legal field:
Firms may need to revise their strategy and budget allocation to get the best results from this new advertising source. If you have any questions about effectively leveraging Google ads, we welcome you to give us a call.