Google Local Services Ads (LSAs) Introduces New Bidding System

Emails are going out to select law firms participating in Local Services Ads, informing them of a beta release of bidding to stand out even more from your competitors by bidding for the top placements.

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Google Local Services Ads appear at the very top of search result pages, and thus are a visible way to make your services known to potential clients. Google is now introducing auction-style pricing (similar to Google Ads). The amount bid will be one factor in determining which LSAs show up at the top of the Google search results page.

Bidding for what amount you are willing to pay to have your ad visible is nothing new in Google Ads, but currently, the LSAs are a fixed price per lead, which lawyers select within a range provided by Google. As some practice area + locality combinations have their LSA blocks filling up, it was inevitable that bidding for more leads would show up in the service — that day is here, just weeks after Google rolled out LSAs to lawyers across the country.

Google has begun emailing selected advertisers participating in LSAs to inform them of the upcoming beta for bidding for higher visibility amongst LSAs. Participating attorneys can set a bid price as the maximum they are willing to pay for an individual lead (Phone Call or Messages). Google is setting the initial bids to what lawyers currently are paying and giving them the option to increase their bids to show up in the top results more often (thus being seen by more potential leads).

Regardless of how much you bid on a per-lead basis, you’ll never spend more than the amount you set as your monthly budget.

If you have received the following email from Google, you can log in and start adjusting your bids today, though the bidding system goes live on October 8th.

If you want help optimizing your Local Service Ads or determining the optimal ad spend in this new bidding system, contact Justia PPC Services today.

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