Dentist’s Guide to Local Service Ads and Google Reviews

Patients with a throbbing toothache aren’t going to wait for a clinic across town to call back, and they’re unlikely to book with a dentist who doesn’t have strong reviews—especially when they need help right now. Dental practices often struggle to convert these high-intent searchers with just standard text ads.

Luckily, Google’s Local Services Ads (LSAs) can come to the rescue—and now, reviews matter more than ever. If your dental practice uses LSAs to attract new patients, a major update just changed how your reviews are managed, and it could impact your visibility, reputation, and new patient flow.

As of July 11, 2025, Google announced that all reviews connected to your LSAs will now be fully managed through your practice's GMB profile. This means LSA reviews are being merged, verified, and reviewed under Google’s standard policies. With this consideration, any reviews on your GBP listing that don’t meet those guidelines might be filtered out or removed altogether.

In this article, we’ll walk you through how to get started with Local Services Ads, what the recent updates mean for your dental practice, and how to keep your visibility strong while protecting your online reputation in this evolving review landscape.

What are Local Services Ads, and How Do They Help Dentists Grow?

Google Local Services Ads (LSAs) are a powerful way for local businesses, especially dental practices, to promote their dental care services right within Google’s search results. These ads appear at the very top of the page, even above traditional Google Ads and organic listings. Unlike traditional "pay-per-click" ads, LSAs operate on a "pay-per-lead" model, meaning you only pay when a prospective patient genuinely contacts you through the ad.

For instance, when a patient searches for nearby search terms such as “newyork dentist”, or " dentist new york manhattan near me", LSAs are the first thing they see. These ads feature your practice name, reviews, phone number, hours, and even a “Google Guaranteed” badge, making them highly trusted and conversion-friendly. With just one tap, patients can call or message your practice directly, dramatically increasing your chances of booking an appointment at the moment they’re ready to choose care.

Here are the Key Benefits of LSAs for Dentists:

- Top Placement: They appear at the very top of search results, often with a "Google Guaranteed" badge for credibility.

- Pay-Per-Lead: You only pay when your potential patient contacts you directly via call or message through the ad.

- Local Targeting: These Ads reach users based on their location, ideal for attracting nearby local patients.

- Direct Engagement: Patients can call or message your practice with one click, simplifying bookings.

- Customizable Profiles: With these ads, you can highlight your high-value services (e.g., cleanings, implants), hours, and patient reviews.

To get started, you just need to sign up on Google’s LSA platform, verify your dental license, insurance, and background checks, and set a budget. Ads compete for top spots based on budget, proximity, and reviews.

If you run a dental practice in a competitive area, local SEO for dentists and LSAs can give you a serious edge—especially when backed by a strong Google Business Profile and consistent 5-star reviews. But with recent changes to how reviews are handled, your visibility in LSAs might be affected more than you think.

How to Get Started with Local Service Ads for Your Dental Practice?

To begin using Local Services Ads, all you need is a verified dental practice and a clear idea of the services you want to promote. Once you're set up, Google helps you connect with patients in your area. Here is a step-by-step guide to start with it:

Claim and Optimize Your Google Business Profile (GBP)

Before you can run Local Services Ads, it’s essential to have a fully optimized Google Business Profile (GBP). This is the foundation of your local online presence. Both potential patients and Google rely on your GBP to find accurate, up-to-date information about your dental practice—like your address, phone number, hours, services, and reviews.

Google also uses your GBP data to determine your relevance and trustworthiness for local search results, including LSAs. So, make sure your GBP is fully optimized with accurate information:

- Name, Address, Phone (NAP) Consistency: Crucial for local search rankings.

- Business Hours: Keep them updated, especially for holidays.

- Services Offered: List all your dental services comprehensively (e.g., general dentistry, cosmetic dentistry, orthodontics, teeth cleaning, implants, root canals, emergency dentistry).

- High-Quality Photos: Upload professional images of your clinic, waiting area, treatment rooms, and staff.

- Website Link: Ensure it's correct and functional.

- Appointment Links: If you have an online booking system, link it.

- Keywords: Naturally incorporate local keywords (e.g., "dentist [your city]", "dental implants [your neighborhood]") into your business description and service listings.

If you're unsure where to begin, here's a full Google Business Profile optimization guide for healthcare practices.‍

Sign Up for Google Local Service Ads

Always remember, your Google Local Services Ads profile is different from your Google Business Profile. While your Google Business Profile helps you show up in local map listings and organic results, your LSA profile is what determines which paid leads you’re matched with. It’s important to be honest and accurate about the services you offer and the areas you want to target, because you’re agreeing to potentially pay for every lead that fits your selections.

- Visit the Google Local Services website and begin the sign-up process.

- Select "Dentist" as your business category.

- Enter your business info, select your service areas, and list the treatments you provide.

Complete the Verification Process

Next, to help build trust with patients, Google requires all dental practices to complete a verification process. This includes the following:

- Background Checks: Google will conduct background checks on the business owner and potentially other doctors. These are usually free and conducted by third-party providers like Pinkerton or Evident.

- License and Insurance Verification: You'll need to provide proof of your business license, general liability insurance, and professional liability (malpractice) insurance (often with a minimum coverage like $250k). All dentists listed should have an active National Provider Identifier (NPI).

- Google Business Profile Match: Ensure the person signing up for LSAs is an owner or manager of the associated Google Business Profile.

Set Up Your LSA Profile and Budget

Once your LSA account is ready, the next step is to complete your Local Services Ads profile. In this section, you are supposed to add additional essential information, such as your service region, business hours, and your preferred method for receiving leads, calls, messages, or bookings. You’ll also set a weekly budget based on your goals. Remember, you only pay for actual leads, so your budget is directly tied to real patient opportunities.

- Service Areas: Define the geographical areas where you want your ads to appear.

- Service Types: Select the specific dental services you offer that you want to promote.

- Budget: Google operates on an average weekly budget and a monthly maximum. You set your desired budget, and Google will not exceed your monthly maximum. The cost per lead varies based on location and competition.

- Photos: Add relevant photos of your practice and team to your LSA profile.

After filling in all the details, you’ll be able to see a preview of your ad. This lets you double-check that all your business information is accurate. If everything looks correct, go ahead and click “Next” to continue.

Want to avoid wasteful ad spend? Review this list of Google Ads mistakes to avoid in dental advertising.

Go Live and Manage Your Leads

Once approved, your LSAs will go live.

- Respond Promptly: The faster you respond to inquiries (calls or messages) from LSAs, the higher your chances of converting them into patients. Google also factors response rate into LSA performance.

- Track Performance: Monitor your LSA performance through your dashboard, including lead volume and conversion rates.

Your Google Reviews and Local Service Ads: What Changed, Exactly?

Feeling a shift in your online visibility? You're not alone. Google just made a major move that directly impacts how dental practices like yours show up in local searches and on those coveted Local Service Ads (LSAs).

Think of it this way: Your Google reviews just got a massive power-up, but only if they're legit. Here's the breakdown of what Google changed and why it's a game-changer for your dental practice:

The Big News: LSA Reviews & Google Business Profile Reviews Are Now One! (As of July 11, 2025)

This is the core of the update. Previously, reviews for your Local Service Ads could operate somewhat independently from your main Google Business Profile (GBP) reviews. Not anymore!

- Unified Review Power: Every single review, whether a patient clicked your LSA or found you through Google Maps, now funnels into a single, consolidated review count and star rating on your Google Business Profile. This means a stronger, more impactful overall online reputation.

- One Source of Truth: Your GBP is now the definitive hub for all your patient feedback. This simplifies management and gives you a clearer, holistic view of your practice's online standing.

This update is a game-changer—especially for dentists asking how to get more Google reviews. It simplifies the process and amplifies your reputation.

Why This Matters for Your Dental Practice: The "Most Searched Terms" Angle

This update directly affects key areas dentists care about:

"How to get more Google reviews for dentists?"

- Simpler Review Requests: Forget separate LSA review links. Moving forward, you must use your Google Business Profile review link for all review requests. This streamlines the process for both you and your patients.

- Every Review Counts DOUBLE: Since all reviews now feed into one profile, every positive review you get organically or via LSA amplifies your overall standing, boosting both your local SEO and LSA performance. This makes asking for reviews from every satisfied patient even more critical.

"Do Google reviews affect LSA ranking?"

- ABSOLUTELY, MORE THAN EVER! Your consolidated Google Business Profile star rating and the quantity of reviews are now direct, primary ranking factors for your Local Service Ads. A strong GBP with lots of genuine 5-star reviews will make your local services ad by Google appear more prominently and more often.

- No More Review Shortcuts: If your LSA success was built on less-scrutinized reviews, Google's new verification process (see below) means those days are over. Your genuine GBP reputation is now paramount.

"Google review policy changes for healthcare/dentists"

- The Authenticity Crackdown: Google is now rigorously verifying all existing LSA reviews against its strict Google Maps Review Policies. This means:

- Goodbye, Fake Reviews: Any reviews deemed inauthentic, spammy, or in violation of Google's guidelines (e.g., incentivized reviews, reviews from the same IP address/device, or those lacking genuine experience) can and will be filtered or removed. Learn how reputation management can help mitigate these risks.

- Potential Rating Shifts: If your LSA reviews had a few "questionable" ones, you might see a dip in your total review count or even your overall star rating as Google purges non-compliant feedback. It's a cleanup, ensuring a fairer playing field.

- HIPAA & Privacy STILL Apply: This change doesn't relax any privacy rules. Always maintain HIPAA compliance when responding to reviews, never confirming patient status or discussing specific treatments publicly.

"How to optimize Google Business Profile for dentists?"

- Your GBP is the EPICENTER: This update cements your Google Business Profile as the absolute cornerstone of your online presence. To maximize your LSA performance and organic visibility, you must have a fully optimized, frequently updated, and highly reviewed GBP.

- Consistency is Key: Ensure your Name, Address, Phone (NAP) are perfectly consistent across your GBP and any linked LSAs. Discrepancies could lead to your ads being paused.

The Bottom Line for Your Dental Practice: Adapt or Get Left Behind

This isn't just a technical update; it's Google's clear commitment to trust and transparency in local search results. For dentists, this means:

- Prioritize Genuine Patient Experience: Exceptional care naturally leads to genuine, positive reviews. Make every patient visit five-star worthy.

- Aggressively Pursue Reviews (the Right Way): Make it effortless for happy patients to leave reviews directly on your Google Business Profile. Implement simple, clear processes in your office and through automated follow-ups.

- Monitor & Respond Like a Pro: Engage with all reviews (positive and negative) promptly and professionally. This shows you care and can even turn a negative experience into a positive impression.

- Your GBP is Your Best Marketing Asset: Invest time in optimizing every aspect of your Google Business Profile. It directly fuels your LSAs and organic search success.

- Ad Strategy Alignment – Align Google Ads for dentists with your LSA goals.

Don't wait! Audit your Google Business Profile and review your strategy today. Your future patients are searching, and Google just made it clearer than ever how they'll find the best. Use the right marketing services to future-proof your presence, build trust, and convert local searchers into loyal patients.