A Guide to Local Service Ads (LSAs) for Plastic Surgeons: How to Attract More Patients
As a plastic surgeon, staying visible to potential clients in your local area is critical for the success of your practice.
In today’s digital age, many people turn to Google first when searching for cosmetic surgery options near them.
One of the newest and most effective ways to boost your visibility in local search results is through Local Service Ads (LSAs).
This article explains what Local Service Ads are, how they work, and how plastic surgeons can use them to generate more high-quality leads and grow their practice.
What Are Local Service Ads (LSAs)?
Local Service Ads are a pay-per-lead advertising platform from Google that allows businesses, including plastic surgeons, to advertise their services directly at the top of local search results.
Unlike traditional Google Ads, LSAs are focused on local service providers, showcasing only the most relevant businesses based on a user’s location and search intent.
For plastic surgeons, this means your practice can appear in a highly visible area of Google search results when someone is searching for related services like “cosmetic surgeon near me” or “rhinoplasty in [city].”
How Do Local Service Ads Work for Plastic Surgeons?
Local Service Ads work differently from traditional ads. Here’s how the system operates:
1. Pay-Per-Lead: Unlike Google Ads (which operate on a pay-per-click model), LSAs charge you based on leads you receive. This means you only pay when a potential patient contacts you through the ad, making the cost more closely tied to actual results.
2. Google Screened Badge: Plastic surgeons who advertise through LSAs get the benefit of the Google Screened badge, a trust signal that appears next to your ad. This badge indicates that Google has verified your business credentials, helping build immediate credibility with potential patients.
3. Prominent Placement: LSA results appear above regular Google Ads and organic search results, making them one of the first things users see when they search for plastic surgery services locally.
4. Easy Contact Options: Potential patients can either call your office or send a message directly through the ad, simplifying the process of getting in touch and increasing the chances of conversion.
5. Lead Management: Google provides a built-in lead management system, allowing you to track and manage inquiries through the platform. You can also dispute invalid leads (e.g., unrelated inquiries) and potentially get credited for them.
Benefits of Local Service Ads for Plastic Surgeons -
Local Service Ads provide numerous benefits for plastic surgeons looking to grow their patient base. Here are a few key advantages:
1. Targeted Visibility
LSAs are designed to target local users, which is essential for plastic surgeons since patients typically search for professionals in their geographic area.
This laser-focused targeting ensures that your ads reach people who are genuinely interested in your services and are ready to book consultations.
2. Trust and Credibility
The Google Screened badge adds an extra layer of trust and legitimacy to your practice. Google conducts background checks and verifies licenses, so potential patients know you are a legitimate, qualified plastic surgeon.
This trust factor can be crucial in industries like plastic surgery, where patients want to feel confident about their choice of a surgeon.
3. Cost-Efficiency
Since LSAs operate on a pay-per-lead model, you only pay when a potential patient contacts you.
This is more cost-efficient than traditional pay-per-click ads, where you’re charged every time someone clicks, regardless of whether they become a lead.
4. Higher Conversion Potential
With easy contact options (call or message), LSAs are designed to make the process of getting in touch with you quick and straightforward.
This lowers barriers for patients, increasing the chances that they will convert from curious searchers into real leads.
5. Top Search Positioning
LSAs are displayed above organic and paid search results, which means your practice will be one of the first options a potential patient sees.
This high placement leads to more visibility, clicks, and, ultimately, leads.
Setting Up Local Service Ads for Plastic Surgeons -
Here’s a step-by-step guide to help you set up LSAs for your plastic surgery practice:
1. Create a Local Service Ads Account
Start by signing up for a Local Service Ads account through Google. You’ll be prompted to provide key information about your business, such as your location, services offered, and operating hours.
2. Get Google Screened
To qualify for LSAs, plastic surgeons need to pass Google’s screening process. This involves:
- Verification of Licenses: You’ll need to submit your medical licenses and credentials for verification.
- Background Checks: Google may perform background checks on the business owner or key personnel to ensure trustworthiness.
- Insurance Verification: You may need to provide proof of insurance relevant to your practice.
The screening process is essential to earn the Google Screened badge, which boosts patient trust.
3. Set Your Budget
Google LSAs operate on a pay-per-lead basis, so you’ll need to set a budget for how much you’re willing to spend on leads. You can adjust your budget at any time, and Google will help you estimate how many leads you can expect based on your budget and location.
4. Choose Your Service Areas
Since LSAs are designed for local visibility, make sure to specify the geographic areas you want to target. This could be based on your clinic’s location, nearby cities, or regions where you want to attract patients.
5. Select the Services You Offer
You’ll need to list the specific plastic surgery services you offer, such as facelifts, breast augmentations, liposuction, and non-invasive treatments like Botox. This allows Google to show your ad to the most relevant users based on their search intent.
6. Track and Manage Leads
Once your LSA campaign is live, you’ll start receiving leads in the form of phone calls or messages.
Make sure to respond promptly to inquiries to improve your chances of converting leads into consultations.
Google’s lead management dashboard makes it easy to monitor and track the performance of your campaigns.
Best Practices for Maximizing Leads from LSAs -
To get the most out of your Local Service Ads, consider implementing the following best practices:
1. Respond Quickly to Leads
Patients who search for plastic surgeons online often want quick responses. Set up a system that allows you to answer inquiries promptly, whether by phone or email. This can increase your chances of converting leads into scheduled consultations.
2. Optimize Your Google My Business Profile
While LSAs are a powerful tool, don’t neglect your Google My Business (GMB) profile. LSAs and GMB listings often work hand-in-hand, with reviews, photos, and services listed on your GMB profile enhancing the credibility of your LSA ads.
Make sure your GMB profile is fully optimized with up-to-date information and high-quality photos.
3. Encourage Positive Reviews
Positive reviews from past patients are a critical trust factor. Ask satisfied patients to leave reviews on Google, as a higher star rating can improve your chances of being shown in LSAs.
4. Refine Your Target Areas and Services
Regularly review and adjust the geographic areas and services you’re targeting to ensure you’re reaching the right audience. This ensures that your ad spend is focused on areas where you are most likely to attract patients
Conclusion
Local Service Ads are a game-changer for plastic surgeons looking to attract more local patients.
By utilizing LSAs, you can ensure your practice appears at the top of search results, gain trust through the Google Screened badge, and connect with high-quality leads in a cost-efficient way.
Whether you’re just starting out or looking to expand your patient base, LSAs provide a powerful platform to grow your practice and stand out in a competitive industry.
Like Surgery, Marketing is Best Left to the Experts
Marketing isn’t something you can master overnight. It takes years of experience, proven strategies, and a deep understanding of consumer psychology to truly excel.
Focus on what you do best: transforming lives and building confidence. Let Aesthetics Sprints handle your lead generation so you can avoid unqualified inquiries and attract high-value patients ready to book consultations.
Your future patients are searching for you right now — but they won’t wait forever. Contact our growth team today to start dominating search engines, enhancing your online presence, and generating more patient leads.
About the Author: Jatin Thakur
Jatin Thakur, founder of Aesthetics Sprints, is a seasoned digital marketer with 8+ years of experience helping plastic surgeons attract patients and grow their practices. Specializing in Local SEO, PPC Ads, and Social media marketing strategy, Jatin empowers aesthetic professionals to thrive in a competitive market.
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