Simplifying Google Local Service Ads for Dentists

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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!

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How Google Ask Maps Will Change How You Attract Patients

By Sean Hamel • January 23, 2025

Google’s new Ask Maps feature is a game changer for dental practices. As the AI-powered replacement for the outdated Google Q&A tool, Ask Maps allows patients to ask specific questions about your practice and receive instant, accurate responses. This isn’t just an update, it’s an opportunity for dentists to connect with more patients and build trust in a highly competitive market. What Is Ask Maps? Ask Maps is a feature in Google Maps that uses artificial intelligence to provide answers based on trusted data. It pulls information from your Google Business Profile, reviews, website, and other reliable sources to respond to user questions. Examples of what patients might ask include: Do they offer Invisalign? How do I book an appointment? What do their reviews say about their cosmetic dentistry services? The AI responds with detailed, accurate answers tailored to your practice, eliminating outdated user-generated responses. Why Dentists Should Care About Ask Maps Patients often decide on a provider based on the information they find online. Ask Maps ensures they receive accurate, engaging answers about your services, helping you stand out from the competition. An optimized presence on Ask Maps can result in higher trust, increased patient inquiries, and more appointments booked. How Ask Maps Works Ask Maps gathers data from: Google Business Profile : Details like your services, operating hours, and photos. Reviews : Google reviews and those from third-party platforms. Your Website : Key content about your practice, team, and services. Social Media : Profiles such as Facebook and LinkedIn are also considered if other data sources are insufficient. If your online presence isn’t robust, Ask Maps may fail to provide answers, potentially costing you opportunities. How to Maximize Your Practice’s Presence on Ask Maps Here are actionable steps you can take to optimize your online presence: 1. Optimize Your Google Business Profile Ensure all practice information is accurate, including hours, services, and contact details. Regularly update high-quality photos of your office, team, and equipment. 2. Enhance Your Website Provide detailed answers to common patient questions like “What does a root canal involve?” or “How do I know if I need braces?” Include professional images, videos, and clear calls to action to improve engagement. 3. Encourage Reviews Ask satisfied patients to leave Google reviews. Respond to all reviews (positive or negative) to show professionalism and care. 4. Maintain Social Media Profiles Keep platforms like Facebook and LinkedIn updated with accurate and consistent information. Use these channels to share patient success stories, team introductions, and practice updates. 5. Regularly Update Photos Upload fresh, high-quality images to your Google Business Profile and website to maintain relevance and engagement. Why Story-Based Marketing is the Key to Success At The Art of Dental Marketing, we understand that facts alone don’t drive patient decisions, stories do. That’s why we developed the StoryBuilt™ Engine , which combines advanced SEO with story-based marketing to help your practice connect emotionally with patients while ranking higher in search results. SEO That Converts : Our strategies ensure that patients find your practice when they search for services in your area. Story-Based Content That Resonates : Patients want to feel understood. By using stories, we help you build trust and loyalty with your audience. Story-based marketing enhances how tools like Ask Maps present your practice, ensuring your message is emotionally compelling and highly visible. Take the Next Step Ask Maps is just the beginning of AI’s impact on patient engagement. Ensure your practice is positioned for success by leveraging this new tool alongside proven marketing strategies. Schedule a call with our CEO, Sean, today to learn how we can optimize your online presence, attract more patients, and help your practice thrive. Let’s tell your story and grow your practice together.

How to Move Your Website Without Losing SEO

January 22, 2025

Website migration is a critical step for dental practices looking to switch marketing providers or improve their online presence. However, a poorly executed migration can lead to lost search engine rankings, reduced traffic, and patient confusion. Most dentists want better marketing without the hassle of building a new website. By understanding the key aspects of website migration, you can guide your marketing team to protect your online visibility and ensure a smooth transition. Why Website Migration Matters for Dentists A website migration involves moving your website to a new provider, hosting platform, or content management system. This process often comes with goals like improving site speed, security, or user experience. While these improvements are valuable, mishandling the migration process can cause significant issues. When search engines can’t find your pages due to broken links or missing redirects, your rankings drop. This makes it harder for patients to find you online. Traffic decreases, and potential patients may visit competitors instead. Revenue can be affected if these issues persist. What to Ask Your Marketing Team Before Migrating To safeguard your practice during a website migration, it’s essential to ask your marketing team key questions: Are you backing up the current website? A full backup of all content, images, and settings ensures nothing is permanently lost if issues arise during migration. Will you implement 301 redirects? Redirects are crucial for maintaining your search engine rankings. They ensure patients and search engines are directed to the correct pages on the new site. Are you auditing the current site’s content and performance? Identify high-value pages with the most traffic, backlinks, or conversions. These pages need special attention to protect their rankings and visibility. How will you protect SEO elements? Your marketing team should carefully review and update metadata, internal links, and header tags to preserve your search engine performance. Is there a testing process before launch? A staging environment allows your marketers to check for broken links, missing content, and technical issues before the new site goes live. Common Pitfalls to Avoid During Migration Mistakes during migration can harm your online presence. Broken links frustrate visitors and lead to lost traffic. Missing pages cause confusion for patients and damage your credibility. Slow load times hurt your user experience and can negatively impact your search engine rankings. Introducing BYOW: Bring Your Own Website At The Art of Dental Marketing, we understand that dentists want better marketing without starting from scratch. That’s why we offer BYOW... Bring Your Own Website. You can come to ADM with your existing website and still take full advantage of our Storybuilt™ Marketing Engine. Our process is designed to make transitions seamless. We protect your SEO, handle the technical details, and transform your website into a powerful marketing tool that creates emotional connections with patients and drives real growth for your practice. How The Art of Dental Marketing Can Help Unlike other agencies, we don’t require you to build a new website to work with us. Our team ensures your SEO is protected during the migration, handles the technical aspects, and makes the process quick and stress-free. With our Storybuilt™ Marketing Engine, we amplify your website’s impact, making it a tool for meaningful patient engagement and practice growth. How to Move Forward If you’re considering switching marketing providers but want to avoid the hassle of building a new website, The Art of Dental Marketing is here to help. With BYOW, you bring what you’ve got, and we’ll handle the rest. Contact us today to learn how we can make your website transition easy and effective. Protect your practice’s online presence and keep attracting patients with a seamless migration.