Law firms have options to attract potential clients, with Google’s Local Services Ads (LSA) and Pay-Per-Click (PPC) being two prominent choices. Understanding the nuances between these advertising models is necessary to make informed decisions aligning with your firm’s goals and budget.
What Are Local Services Ads?
Google Local Services Ads connect local businesses with potential customers in their area. These ads appear prominently in search results when users look for relevant services. For lawyers, Local Services Ads (LSAs) offer the "Google Screened" badge, not the "Google Guaranteed" badge. LSAs are designed to drive calls to law firms, with firms only being charged for calls lasting over 30 seconds. Google provides each firm with a detailed profile that includes an image and a prominently displayed call button, making it easy for potential clients to connect. These ads typically appear at the top of Google search results, ensuring maximum visibility.
What Are Pay-Per-Click Ads
Pay-Per-Click (PPC) ads are a type of digital advertising in which businesses pay each time someone clicks on their ad, whether or not the user takes further action. These ads use targeted keywords to reach specific audiences and can appear in different formats, such as text ads at the top of search results or display ads across websites. PPC is a highly effective way to drive traffic and generate leads by bidding on relevant keywords.
Can you explain the fundamental differences between PPC and LSA for a law firm's marketing strategy?
The primary difference between PPC (Pay-Per-Click) and LSA (Local Services Ads) is their payment structure and targeting mechanisms. PPC charges advertisers each time someone clicks on their ad, regardless of whether the click results in a lead. PPC ads appear based on keyword targeting and can be shown across various platforms, including search engines and social media. In contrast, LSAs charge per lead, meaning businesses pay only for contacts that qualify as potential clients. LSAs appear at the top of search results for local services, offering a trust factor through Google verification.
- Devin Egan, Director of Search Marketing
Differences Between LSAs and PPC
- Payment Structure
Local Services Ads: You pay per lead generated, meaning you only pay for valid leads, which can be more cost-effective as you’re charged only for those who show genuine interest.
Pay-Per-Click: You pay each time someone clicks on your ad, leading to higher costs, especially if your ads attract clicks that don’t convert into clients. - Ad Placement
Local Services Ads: These ads often appear at the top of Google search results and above PPC ads, offering prime visibility.
Pay-Per-Click: These ads are displayed alongside search results and may appear lower down the page than LSAs. - Verification and Trust
Local Services Ads: Google verifies businesses for LSAs, which helps build trust with users who are seeking reliable services.
Pay-Per-Click: Trust is built through your website authority and the quality of your ad content. - Geo-targeting
Local Services Ads: Targets local customers, connecting businesses directly with nearby service seekers.
Pay-Per-Click: Targets a broader audience, including users who may not be in your immediate service area. - Cost
Local Services Ads: These typically require a monthly fee to join the Google Screened program, plus a cost per valid lead. Depending on the market, the cost of LSA leads for personal injury searches can range from $300 to $600/lead.
Pay-Per-Click: The average cost, including management fees and cost-per-click (CPC), ranges from $9,000 to $10,000 per month. - Quality
Local Services Ads: Offer a lead verification system that ensures you only pay for qualified leads. If a lead is irrelevant or outside your service area, you can dispute it and possibly receive a credit. However, LSAs tend to generate fewer leads due to increased competition and a smaller pool of users who are ready to call a firm immediately.
Pay-Per-Click: Generally leads to higher-quality leads because you can control which keywords your ads appear for and use negative keywords to avoid irrelevant searches. You pay for each click, regardless of the lead’s quality or conversion potential, sometimes resulting in paying for clicks that do not convert into clients. - Management and Optimization
Local Services Ads: Easier to manage with a more intuitive setup, especially beneficial for those new to digital advertising.
Pay-Per-Click: Requires more experience and ongoing optimization. PPC allows for greater control over keyword selection and ad placement but demands a deeper understanding of analytics and continuous adjustment.
How do you ensure that your ads remain relevant to the target audience, and why is this important for both PPC and Google?
We continuously test and update ad copy to reflect the needs and language of the target audience. This involves A/B testing different headlines, descriptions, and calls to action. Relevant ads improve the user experience and increase the ad's quality score, leading to better placement and lower costs.
- Devin Egan
When To Use One Over the Other
LSAs and PPC have advantages and can be used in a comprehensive paid media strategy. LSAs are particularly effective for targeting local customers and ensuring you pay only for qualified leads. PPC offers flexibility and control over your keywords and ad placements, which can be useful for broader targeting and detailed analytics.
What are some common challenges law firms face with paid media, and how do you address them?
Common challenges include high competition for keywords, which could mean increased costs and difficulty tracking ROI. We address these by conducting thorough competitor analysis, utilizing long-tail keywords to reduce costs, and implementing advanced tracking tools to measure the effectiveness of each campaign accurately.
- Devin Egan
Choosing between Local Services Ads and Pay-Per-Click depends on your law firm’s specific needs and goals. LSAs are a strong option for local lead generation with a pay-per-lead model, while PPC offers broader targeting and flexibility. By understanding the key differences and advantages of each, you can make an informed decision that aligns with your firm’s marketing strategy.
To learn more about optimizing your advertising strategy, contact our team of experts at Big Voodoo. Whether you choose LSAs, PPC, or both, we can help you maximize your online visibility and attract the right clients.