Simplifying Google Local Service Ads for Dentists

Google Local Service Ads are paid ads that allow dentists to promote their services to potential customers in their geographic area. To be eligible to advertise on Local Service Ads (LSAs), dentists will need to complete a Google verification process to verify their credentials and ensure they meet Google's standards. 

The Difference Between Google AdWords and Local Service Ads

Google Ads, also known as Google AdWords, is a pay-per-click (PPC) advertising platform where you pay every time someone clicks on your ad, regardless of whether or not they take any further action. Local Service Ads (LSAs) are a specific type of Google Ads that are designed for local service providers, such as dentists. With LSAs, you pay by the lead instead of the click, meaning you're only charged when a prospective customer contacts you via the ad. This allows you to more effectively control your advertising costs and only pay for leads that are most likely to convert into paying customers.

Google's “Verified By Google’ program helps convey trust and credibility to prospective patients by allowing dental practices to earn a Google Badge of Trust. Local Service Ads (LSAs) are designed to address the needs of local service providers and their customers. With LSAs, local service providers can promote their services to potential customers in their area through ads that appear at the top of local search results. This makes it more likely that searchers looking for a local service will find a trusted provider in their own neighborhood quickly. 

This program is unique as it is a pay-per-lead program that has been shown to generate quality results while also conveying trust and credibility to prospective patients online. Once verified, dentists can create ads that will appear at the top of local search results when people search for dentists in their area. These ads can include information such as the dentist's location, hours of operation, contact information, as well as ratings and reviews from previous patrons. Dentists can become a "Google Screened", promoting extra credibility and should, in theory, give searchers more confidence to engage. Having trust and credibility is crucial to attract and retain patients. 

Benefits of Local Service Ads

One of the key benefits of LSAs is that they allow local service providers to be more visible in search results, which can help increase their chances of converting potential customers into paying customers. Additionally, because LSAs are pay-per-lead rather than pay-per-click, local service providers only pay when a prospective customer contacts them through the ad, which can help them better control their advertising costs. Overall, LSAs can be a valuable tool for local service providers to increase visibility and convert leads into patients.

Local Service Ads are a great supplement to a local SEO strategy for dentists. When a searcher enters a local search query, they may see several trusted professionals in their area positioned right above the traditional paid search ads. These new ads show a business number, hours, ratings, and reviews, allowing the searcher to easily identify the right service provider for their needs.

LSAs will display on desktop, tablet, and mobile searches and will have reach beyond traditional search ads. They will also be featured in the Google Assistant's response to relevant voice search queries. The Google Assistant will even inquire about the searcher's job type and location to ensure a good fit for both parties. Another benefit of Local Service Ads is that advertisers pay per lead, not per click. This can help prevent the problem of paying for clicks that don't convert into paying customers, which is a common issue with pay-per-click (PPC) advertising.

Costs of LSAs Versus AdWords

The cost per lead for LSAs can vary depending on the job and the market, but typically falls within the range of $106 - $120ish per lead (Google’s estimates). Advertisers can also dispute charges for leads that are fraudulent, spam, or a poor match and receive credit.

LSAs are also included in voice search responses, which is especially valuable as over 20% of all searches come from voice search. This allows advertisers to make sure that they're found on the 400 million devices powered by Google Assistant. Another advantage is that LSAs don't require keyword research and ad testing, unlike traditional paid search ads, it will automatically trigger when a customer searches for relevant search terms, broad or specific.

Conclusion

Whew, that was a lot to cover quickly. As Local Service Ads continue to evolve, the team at Art of Dental Marketing is focused on the success of every dental professional. We want offices to be found in search, easily, and be connected with the quality potential patients they are hoping to treat. If you’d like to discuss your practice marketing and the specifics of Google advertising as it relates to you, schedule a no-obligation call with Sean, our Managing Partner, by visiting www.artofdentalmarketing.com!