Local Service vs PPC Ads: Which Is Best for Law Firms?

Law firms use various advertising methods to highlight their expertise and attract clients. A local firm can take advantage of Google's Local Services Ads (LSAs) or use pay-per-click (PPC) ads.

But which is best for your law firm? In this guide, a San Diego PPC agency will discuss the pros and cons of both methods. Read on to learn:

• Why law firms use local service ads
• Why law firms use PPC
• Which is better for law firms?

Law firms of varying sizes and expertise have looked to San Diego for expansion. If you want your practice to thrive, use the best San Diego PPC partner for your business.

If you want to learn how Digital Authority Partners can increase your PPC effectiveness, watch this video!

Why Do Law Firms Use Local Service Ads?

LSAs offer many benefits to local businesses, especially those in a tight market such as law firms. With LSA, your brand is visible in search results as your ads appear on top of PPC ads. Here are reasons LSA may work for you:

     1. Providing Basic Business Details

When law firms use LSA, they place their business information on their ads. This ensures clients can find their local office or call them using a local number. In LSA, leads come in the form of phone calls. However, the call must be at least 30 seconds long to be credited as a lead.

A local service ad shows the firm's operating hours so that clients can drop by at the right time. The LSA also features the area the business covers, so it's clear to customers which firm serves their location. The availability of services is one of the reasons why people click on LSAs.

     2. Including Local Reviews

Part of an LSA is the business review score. With this information, clients can choose the firm for their legal needs. Star ratings and the number of reviews can affect how a company ranks in the LSA. Firms with higher ratings and more reviews stand out more than those with lower ratings and fewer reviews and, thus, book more clients.

Reviews and ratings influence clicks. Another reason people click is having a Google Guaranteed rating. This indicates that Google has thoroughly verified the business and considers them reliable and trustworthy.

     3. Offering Pay-per-Lead Payments

As mentioned earlier, leads come in the form of phone calls. LSA has a pay-per-lead payment arrangement; thus, you only pay when a client checks your ad and calls. This payment method offers flexibility and cost efficiency, especially for small firms with limited budgets.

     4. Implying Expertise and Authority

In the US and Canada, local service ads, specific business categories, and locations need background checks for the business, the owner, and workers. This standard screening and verification process checks the business's background, registration, license, and insurance.

When a business passes this screening and verification stage, it can advertise on Google LSA. This signals a firm's expertise and authority in its location and industry. For example, a San Diego law firm featured in LSA with higher star ratings and good reviews can get more clicks than one with average ratings and fewer reviews.

     5. Connecting with Reserve with Google

Reserve with Google is a product that works with LSA to allow prospects to make immediate time slot bookings. Clients can pick the date and time to visit and get instant notifications through their Calendar, Gmail, and other devices.

Lawyers also receive notifications of bookings through Gmail and their calendars. Reserve with Google is still in beta and is added to LSA by the account owner.

Why Do Law Firms Prefer PPC?

PPC is an advertising model that allows companies to show their ads on Google. Many businesses rely on PPC because it is a cost-effective way to get their services to people who need them.

Here are more reasons why lawyers use paid ads:

     1. Good Traffic

PPC best practices can drive more traffic to a website compared to LSA and organic techniques such as search engine optimization (SEO). Paid ad platforms usually approve ads the same day, which means you can expect the greatest exposure within a few hours.

Firms also get faster traffic generation and visibility when they utilize many ad platforms, such as Instagram, Facebook, or YouTube. One of the top reasons people click on PPC ads is the company's page position and the content of their ads.

     2. No Background Checks

Any type of business or organization can use PPC ads. There is no need to undergo screening or verification to verify your business. A new law firm in San Diego can start a PPC campaign to connect with their clients at any time, even without reviews or ratings.

     3. Cost-Efficiency

With PPC, law firms pay only when someone clicks on their ads. This makes it more cost-effective than other advertising methods. Advertisers can set a specific budget for their ad campaigns, giving them better control over their marketing finances.

     4. Updates in PPC Marketing

AI has transformed PPC advertising by enabling advanced targeting capabilities, allowing for more precise audience segmentation based on behavior, interests, and demographics. AI-powered algorithms optimize bids and ad placements in real-time, enhancing campaign performance and maximizing return on investment (ROI). 

Moreover, machine learning algorithms analyze vast amounts of data to predict trends, helping advertisers make data-driven decisions and refine their strategies for better outcomes in PPC campaigns.

Which Is Better for Law Firms, LSA or PPC?

Larger firms with big marketing budgets can use PPC, while smaller law agencies with limited budgets can use LSAs, which are more cost-effective. People who need legal help may see a law firm's LSA but decide to visit the firm's website before deciding. 

The verification and background checks promote authority and professionalism, traits that clients seek in a law firm. Being connected to Reserve with Google makes LSA more efficient for booking clients.

Each law firm is different; using PPC and LSA together or one at a time can have different aims and results. Local services and PPC ads each have their own benefits that can enhance a law firm's reach and visibility. Firms must work within their goals and use a strategy tailored to their company's unique needs and characteristics.

Summing Up

Using LSA and PPC can help law firms enhance visibility and lead generation. Each of these strategies has its own benefits, so firms must consider their needs, preferences, and budgets before deciding.

Working with an experienced San Diego PPC agency can help you use local search and PPC ads more efficiently. Contact the experts today. Call Digital Authority Partners for local PPC expertise.