6 min read
Updated: July 02, 2021

Google Local Service Ads: A Key Driver For Personal Injury Lawyers

Google Local Service Ads: A Key Driver For Personal Injury Lawyers

What Are Google Local Service Ads?

Google local service ads are a new form of paid search ads. They appear at the top of search engine results pages (SERPs), above organic and PPC results, and are only visible to targeted users in your area. Unlike pay-per-click (PPC), you only pay if a customer contacts you directly through the ad.

Designed to match local businesses with customers, this lead-generation tool connects prospective clients directly to you through call, text, or your intake software. Google local service ads for personal injury attorneys offer another convenient way to bring in new business. 

Why Are Google Local Service Ads for Personal Injury Lawyers Important?

The search engine accredits google local service ads for personal injury law firms. When it comes to local service ads, Google thoroughly screens the firms listed on their platform. Additionally, companies are required to verify their law license/bar number and proof of insurance.

Businesses also need to have a Google My Business address with at least one client review scoring an average of 3.0/5. Using Google local service ads for personal injury attorneys instills instant online credibility. 

Personal injury attorney LSAs may also be considerably cheaper than pay-per-click as firms only pay when they receive a prospective call, text, or online intake generated through Google’s LSA app. They are based on a “cost-per-lead” revenue model, which means you’re paying for higher-quality leads.

How Can Personal Injury Attorneys Use Local Service Ads?

Once you are logged into Google Ads, you will need to follow the series of prompts to set up a personal injury lawyer’s LSA.  These include basic details such as your firm’s work history, contact details, languages are spoken, and founding date. 

Next, you have to designate your service area on a map and provide their zip codes. It’s wise to designate several areas or “multiple offices” in nearby suburbs to broaden your reach, be sure to include all the relevant information. 

Lastly, you will need to complete Google Screening. Provide as much information as possible so that Google can verify your firm. Personal injury lawyers LSAs connects search engine users with law firms that suit their search queries; the more detailed, the more accurate their pairing. 

How Do Local Service Ads Work for Personal Injury Lawyers?

Personal Injury Lawyers Local Service Ads

Google AdWords is synonymous with digital marketing.  As a toolkit, it’s a one-stop shop that provides almost everything for firms to advertise online. However, smaller companies can find it problematic in pay-per-click advertising to stand out as larger firms have the budget to place higher bids. For example, with personal injury lawyers LSAs, you only pay when you receive a genuine lead.

LSAs appear as blocks at the top of the SERPs. They are formatted the same, with each ad showcasing the firm’s review rating, location, telephone number, availability, and of course, Google’s green verification tick. This levels the playing field as there’s no image display to detract from competitors, and spend doesn’t improve visibility. 

Aren’t Local Service Ads and Search Ads the Same?

There are a few key differences between LSAs and pay-per-click (PPC) advertisements. Namely, the factors that determine their rank on SERPs. LSAs appear first on SERPs, and their placement is unaffected by the price of Google Ad bidding. Instead, the search engine evaluates the firm’s proximity to the searcher, its law firm online reputation, review ranking, and quality of engagement with the LSA app to determine its ad rank.

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If you want to set up a personal injury law firm LSA but don’t know how to, we can help. Catapult Revenue is a full-service eCommerce digital agency specializing in SEO. We’ll carefully assess your data and tailor a strategic growth plan to help you stand out against local competitors. Click here to get started on your LSAs today.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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