Pay Per Click vs. Local Service Ads: Which is right for you?

PPC vs LSA ads for law firms: Which is right for you?

Pay-per-click (PPC) and Local Service Ads (LSAs) are both online advertising platforms that can be used by law firms to reach potential clients. However, there are some key differences between the two platforms that law firms should be aware of before deciding which one to use.

What are PPC ads?

PPC ads are text-based ads that appear at the top of search engine results pages (SERPs) when people search for keywords related to the advertiser’s business. For example, if a law firm specializes in personal injury cases, they might bid on keywords like “car accident lawyer” and “slip and fall lawyer.” When people search for these keywords, the law firm’s PPC ads may appear at the top of the SERP.

PPC advertisers pay a fee each time someone clicks on their ad. This fee is known as the cost per click (CPC). The CPC for a particular keyword can vary depending on the competitiveness of the keyword and the advertiser’s budget.

What are LSA ads?

LSAs are a type of PPC ad that is specifically designed for local businesses. LSAs appear at the top of the SERP above the regular PPC ads, and they include the advertiser’s business name, address, phone number, and website link.

LSAs also include a star rating and reviews from past customers. This information can help to build trust with potential clients and encourage them to click on the ad.

LSAs are only available to businesses that have been verified by Google. To be verified, businesses must undergo a background check and provide proof of their licensure and insurance.

How do PPC and LSA ads differ?

There are a few key differences between PPC and LSA ads:

  • Placement: LSAs appear above regular PPC ads on the SERP. This means that LSAs are more likely to be seen by potential clients.
  • Pricing: PPC advertisers pay a fee each time someone clicks on their ad. LSA advertisers pay a fee each time someone calls their business from the ad.
  • Targeting: PPC ads can be targeted to a wide range of criteria, including keywords, demographics, and interests. LSA ads are targeted to local businesses and can only be targeted to specific geographic areas.
  • Requirements: To run PPC ads, all you need is a Google Ads account. To run LSA ads, you must be a verified Google business.

Which platform is right for your law firm?

The best platform for your law firm will depend on your specific needs and goals. If you are looking for a way to reach a large audience of potential clients and you are willing to pay for clicks, then PPC may be a good option for you. If you are looking for a way to reach local clients and you are willing to pay for leads, then LSA may be a better option.

Here is a table that summarizes the key differences between PPC and LSA ads:

FeaturePPCLSA
PlacementBelow LSAs and organic search resultsAbove regular PPC ads and organic search results
PricingPay per clickPay per lead
TargetingKeywords, demographics, and interestsLocal businesses
RequirementsGoogle Ads accountVerified Google business

Many law firms find that using both PPC and LSA ads can be a more effective strategy than using just one platform. This is because each platform has its own advantages and disadvantages.

PPC ads can help you to reach a large audience of potential clients, but they can be expensive. LSA ads can help you to reach local clients and pay for leads, but they may not be as effective as PPC ads for reaching a wider audience.

By using both PPC and LSA ads, you can reach a wider audience of potential clients and pay for leads. This can help you to generate more business for your law firm.

How to get started with PPC and LSA ads

If you are interested in using PPC or LSA ads for your law firm, there are a few things you can do to get started:

  1. Create a Google Ads account. This is required to run both PPC and LSA ads.
  2. Set a budget. Decide how much money you are willing to spend on advertising each month.
  3. Choose your keywords. If you are running PPC ads, you will need to choose the keywords that you want your ads to appear for.
  4. Write your ad copy. Your ad copy should be clear, concise, and persuasive.
  5. Launch your campaign. Once you have created your account, set your budget, chosen your keywords, and written your ad copy, you can launch your campaign.

If you are not sure how to get started with PPC or LSA ads, our PPC and LSA experts at Above the Bar Marketing can help you get started!