Google Local Services Ads (LSAs) for Dentists & Orthodontists
Drive new patient appointments and build trust with "Google Screened" pay-per-lead ads.
Google Local Services Ads (LSAs) are a game-changer for dental practices looking to drive new patient appointments. Featuring "Google Screened" verification and showcasing Google reviews, LSAs are an innovative, affordable, and trust-building ad format laser-focused on your practice's most profitable services.
How LSAs Appear In Search
When someone searches for something that triggers a LSA pack (not all searches trigger LSAs), it will look something like this:
When the searcher clicks on the practice, it goes to a panel with more detail, or they can click "Get phone number" and call the practice. When someone calls your practice via a LSA, Google uses AI to determine whether it is a legitimate lead depending on a number of different variables, and charges your practice for the "lead" if they think it is valid.
How Do LSAs Differ From Traditional Google Ads?
At the most basic level, traditional Google Ads are "pay-per-click" and Google LSAs are "pay-per-lead". With traditional Google Ads, in the background you bid on keywords. Your ads appear when someone searches for those keywords and you outbid the other advertisers that are bidding on those same keywords. There's a ton of customization and adjustments that can be made to these campaigns in order to improve the performance of them and the chance that your practice appears at the top consistently. Things like dynamic ads, bid modifiers based on different variables, negative keywords, and more. For that reason, properly managing Google Ads is a heavier lift than LSAs (which still require expertise to run at their best).
LSAs, on the other hand, are more simple to initially set up. You go through an approval process with Google where they check your license and insurance, do a background check, and more. Once approved, Google will generate ads for you based on the type of dentistry you do, and the types of cases you want. With LSAs, you only pay when a "lead" is generated - that is, when a potential patient texts or calls your practice.
At DentalScapes, we'll coordinate with your team to make the process as streamlined and hassle-free as possible — once approved, we'll handle the details, optimizing your profile, setting bids, and targeting specific locations.
Eligibility Requirements
To sign up for Google Local Service Ads, you will need the following:
- Valid Business License: Your practice must hold a valid business license in the state you operate.
- Dental License: You’ll need to provide an active dental license and expiration for each dentist listed in the account.
- General Liability Insurance: You must have active General Liability insurance for the practice.
- Professional Liability Insurance (Malpractice): You must maintain and provide proof of malpractice insurance with a minimum of $250k in coverage.
- National Provider Identifier (NPI): All dentists listed on the profile require an active NPI for verification.
- Minimum Google Reviews: Depending on your location, you might be required to have a minimum number of Google reviews (a specific number not publicly disclosed).
What Categories Are Available In Google Local Services Ads For Dentists?
The following services can be turned on or off for dentists running Google Local Services Ads:
What Categories Are Available In Google Local Services Ads For Orthodontists?
The following services can be turned on or off for orthodontists running Google Local Services Ads:
Google Local Services Ad (LSA) Management
While LSAs for dental practices don't offer anywhere near the management and optimization options as traditional Google PPC ads, ensuring LSA visibility takes considerable know-how. At DentalScapes, our online advertising specialists apply a nuanced understanding of Google's LSA algorithm and bidding system to LSA management, positioning your practice for maximum success and keeping cost-per-lead low.