A Dentist’s Guide to Local Service Ads: How to Get Started with LSAs

Key Points

• Local Service Ads (LSAs) — Google’s pay-per-lead ads that place your practice above PPC and organic results. You pay only for qualified calls or messages.
• Why they work — LSAs boost visibility, build trust with the Google Screened badge, and deliver higher ROI by eliminating “window shoppers.”
• Top benefits — local targeting, flexible budgets, premier placement, service-specific targeting, and clear cost-per-lead tracking.
• Eligibility — verified dental practices must provide insurance, business registration, and NPI info; LSAs launch once at least three local practices join.
• We can help — we set up and manage LSAs for dentists, helping you capture more local leads and fill your schedule with high-value patients.

Does attracting more new patients feel like shouting into the void?

Ask yourself — when was the last time you tried something NEW? Being an early adopter of innovative (but proven) marketing tactics will make all the difference.

One game-changing strategy that could send your phone ringing off the hook (and deliver unparalleled marketing ROI)? Google Local Service Ads for dentists.

What are Local Service Ads for dentists?

Local Service Ads (LSAS) are a pay-per-lead advertising option from Google that places your practice at the top of search results, making it highly visible to potential patients. Unlike traditional pay-per-click ads, you pay only for qualified leads—specific phone calls or messages about services you offer (no window shoppers!).

LSAs feature your photo, a “Google Screened” badge, review ratings, and additional business info, enhancing your credibility and attracting more patients​.

Here’s an example:

Up until recently, Google did not allow businesses regulated by HIPAA to participate in Local Service Ads (LSAs). Dentistry is the first healthcare-related industry to participate. If LSAs are available in your city, this is your chance to apply and get approved and be one of the first to take advantage of this game-changing marketing strategy.

What’s the difference between LSAs and PPC ads? You pay-per-lead, not pay-per-click!

Grab the top spot and earn trust instantly

LSAs offer superior visibility by appearing at the very top of Google search results, above both PPC ads and organic listings. This will significantly boost your visibility to potential patients.

LSAs also come with a Google Guarantee or Google Screened badge, offering a strong trust signal to prospective patients by indicating that you’ve passed Google’s screening and qualification process. This badge is not available for PPC ads, which, while still highly visible, appear below LSAs and rely more on ad content and ratings for trust signals.

No window shoppers! (LSAs ensure high ROI)

Traditional Google Ads use the pay-per-click (PPC) model where you pay each time someone clicks on your ad. With LSAs, your marketing dollars are spent on calls, not clicks. This shift ensures that your investment is only spent when there’s a tangible interest in your practice, significantly enhancing your marketing return on investment (ROI).

Should dentists invest in Local Service Ads? YES!

1. Enhanced Local Targeting

Imagine that your ads magically appear to potential patients right when they’re nearby, searching for your services. That’s what LSAs do best. By focusing on proximity, LSAs ensure that your practice is the most convenient choice for local searchers.

2. Efficient and Flexible

LSAs offer unparalleled flexibility, allowing you to set weekly budgets, adjust practice hours, and pause ads when you’re fully booked. Whether you’re out of the office or simply overrun with patients (a good problem to have), LSAs adapt to your needs.

3. Premier Placement on Google

Why aim for the middle when you can be at the top? LSAs ensure your practice is the first thing potential patients see, outshining PPC ads and even Google Maps.

4. Target by Service and Area

LSAs are targeted at specific services and even zip codes. This means attracting the exact patients who need what you offer, with each call more likely to end with a “See you soon” rather than a “Just browsing, thanks.”

5. Clear ROI and Cost-Per-Lead

LSAs enable direct measurement of ROI and cost-per-lead by charging only for qualified leads—such as phone calls or messages from potential patients. This approach ensures your advertising budget is used on leads that have a higher chance of converting into actual patients.

6. Your Google Profile on Display

Your practice has worked hard to earn those glowing reviews, so why not show them off? LSAs put your review profile front and center, allowing your reputation to do the talking.

Imagine it in action

Two potential patients type “best implant dentist near me” into Google, and boom — there’s your practice, smiling down at them from the very top of the Search Engine Result Pages (SERPs).

Patient 1 wants to work with the best dentist, and to her, anyone who shows up first is among the best. She clicks on your practice, likes what she sees, and gives you a call to book a consultation. You can rest easy with one more patient added to your fully booked schedule, knowing your marketing investment is paying off, big time!

Patient 2 is interested in dental implants, but just browsing right now. He is compelled to click on your listing but knows he’s not ready to book (at least not right this second). He walks away having been introduced to your practice and will be much more likely to remember and choose you in the future. You walk away without investing a single penny in that interaction and still gain some name recognition.

Is your dental practice eligible for Google LSAs?

Alright, now for the catch… not every dental practice gets to stand in the Local Service Ads spotlight quite yet.

Getting Verified by Google

This process is Google’s way of ensuring that only legit, top-notch dental practices get to use LSAs. What’s on the checklist? A few essentials:

• Proof of Liability Insurance: Google wants to know you’re covered, just in case.
• State Business Registration: Ensuring your practice is legit and recognized by your state.
• NPI Registration: For dentists, this is your professional ID card, so to speak.
• Background Checks: Sometimes, Google wants to dig a little deeper, checking on the business and its owners.

The Rule of Three

Google’s Rule of Three means that LSAs will only kick into gear once at least three dentists in your area are on board, ensuring there’s enough competition to make the ads valuable for users. It’s a bit like Google’s way of saying a party isn’t a party without at least a few guests.

The silver lining here is quite shiny: if LSAs for dentists haven’t rolled out in your area yet, this is your golden opportunity to prepare. By getting in early, you can position yourself to be among the first to benefit when they do launch. This readiness not only sets you up to tap into this innovative advertising stream early on but also gives you a competitive edge in capturing the attention of potential patients right out of the gate.

Ready to book more patients in 2024?

:Delmain is ready to leap into action as soon as LSAs are available for your practice. We’ve already implemented this strategy for many dentists with incredible results!

Our team specializes in turning website visitors into qualified dental patients. We offer a proven marketing solution for predictable and consistent new patient growth. If you’re interested in shifting your dental marketing strategy from a low-performing financial drain to a high-ROI approach that keeps your schedule full, book an intro call today!