Thomas Glasgow, an LSA expert at 1122 Marketing, shares his valuable insights on how a law firm’s approach to handling phone calls can significantly influence the effectiveness of their LSA campaigns.
What Are LSAs and Why Do They Matter?
Local Services Ads (LSAs) are a Google ad product designed for local service businesses, including law firms. These ads appear at the very top of Google search results for high-intent keywords, outranking PPC ads and map listings.
LSAs are particularly valuable because they look native to the platform, resembling Google Business Profiles but with the added advantage of being a paid ad product.
For law firms, LSAs are a powerful tool to attract high-intent leads. However, success with LSAs requires more than just setting up a profile and answering calls.
Recent Changes to LSAs
Google recently announced updates to LSAs, including enhanced verification badges and changes to how calls are monitored.
While these updates improve the user experience, they also highlight the importance of maintaining professionalism and responsiveness during calls.
Key Insights for Law Firms Using LSAs
LSAs Prioritize User Experience Over Budget
Unlike other Google ad products, LSAs focus on user experience rather than maximizing ad spend. “You could set a million-dollar weekly budget for LSAs and still spend zero if you’re not meeting Google’s user experience standards,” says Glasgow. This means law firms must prioritize how they handle calls and provide a seamless experience for potential clients.
Answering the Phone Is Critical
LSAs are best suited for firms that can answer calls promptly and professionally. Google monitors and records calls made through LSAs to assess the user experience. “Providing a great experience with who’s answering the call is crucial,” Glasgow explains. This includes tone, professionalism, and responsiveness.
Budgeting for LSAs
When it comes to budgeting, Glasgow advises focusing on your target cost per acquisition rather than a fixed monthly spend. “The right budget is as much as you can spend while still hitting your target CPA,” he says. For personal injury campaigns, a minimum of $10,000 per month is often necessary, while other practice areas like DUI or immigration may require a few thousand dollars, depending on the market.
Optimize Intake Protocols
Google’s call monitoring means that how you handle calls can directly impact your ad performance. Glasgow recommends leaving calls in a “neutral state” if they don’t meet your criteria. For example, instead of turning down a lead outright, say, “We’ll review this and get back to you shortly.” This prevents Google from misinterpreting the call as a bad user experience.
Track and Train the System
LSAs include a “Rate This Lead” feature, which allows firms to provide feedback on the quality of leads. This feedback is essential for training Google’s system to deliver more of the leads you want. Accurate tracking of signed cases and costs is also critical for optimizing your campaigns.
Final Thoughts
LSAs are a powerful tool for law firms looking to attract high-intent leads, but success requires more than just setting up a profile. By prioritizing user experience, optimizing intake protocols, and tracking performance, firms can maximize the potential of LSAs.
As Glasgow puts it, “LSAs are a great product for anyone committed to providing a great user experience and has the infrastructure in place to do so.”
If your firm is ready to take its marketing to the next level, consider how LSAs – and a strong call-handling partner like LEX Reception – can help you grow.Ready to see how LSAs can grow your firm? Schedule a call with Thomas to learn more.
