Local Service Ads, or LSAs, are key to a successful digital marketing strategy
While standard Google Ads are great marketing tools, most new patients find your office via “local” searches—making Local Service Ads, or LSAs, an important piece of the digital marketing puzzle.
In fact, LSAs—those boxes that show up at the top of the search results with the dentist’s picture and green checkmarks—have become “the gold standard for high-intent patient acquisition,” said Tony Sapyta, a digital media buyer at RAMP Results. Here, he answers 5 of the top questions RAMP receives about LSAs.
1. What is the Google Screened badge and why does my practice need it?
That’s the green checkmark you see next to the practice name. To get one, you must go through Google’s vetting process, which includes dental license verification, background checks, and verification of professional liability insurance.
“In a field like dentistry where trust is everything, that badge acts as a seal of approval,” Sapyta said. “It places you above the traditional paid search results and organic map results before a patient even clicks your profile.”
2. How is the cost different from Google Ads?
With standard Google Ads, you’re charged every time someone clicks on your ad (Pay Per Click), even if that click doesn’t lead to a phone call. LSAs are based on a Pay Per Lead model, so you’re only charged when patients actually contact you.
“While the cost per lead is higher than a cost per click, the intent is much higher,” Sapyta said. “These are usually people ready to book an appointment right now.”
3. Can I dispute leads that aren't actually patients?
Yes, which is a “major advantage for your marketing budget,” Sapyta noted. You can dispute a solicitor, wrong number, and spam calls, as well as calls for services you don’t actually provide. Just remember you can’t dispute a lead if the patient calls but opts not to book an appointment.
4. Why is my competitor showing up above me if we both have the badge?
Ranking isn’t just about who has the biggest budget. “Google determines the order based on a few quality signals,” Sapyta explained. “Proximity to the searcher is a big one, but so is your Google review score and total number of reviews.”
Responsiveness also is critical. If your front desk misses too many of these calls, Google will temporarily demote your ad.
5. Do I still need a website if I’m running LSAs?
While LSAs send potential patients to your Google profile, you still need a high-quality website, Sapyta said, because patients like to cross-shop.
"LSAs are great for capturing the lead,” he added, “but your website is what builds the long-term brand authority.”
Still have questions? Reach out to RAMP Results to learn about more digital marketing strategies.
