Google Ads Marketing For Law Firms is an excellent way to reach clients who are searching for what your Law firm services. With the right Google Ads strategy, your law firm can break through the noise of flooded marketing and gain a competitive edge. Legal advertising through PPC is an excellent way for attorneys to improve their visibility in the local market. Our Google Ads experts conduct thorough research and figure out ways to differentiate your law firm from your competitors, helping you to shine out in the crowd. We help you increase your law firm’s visibility; generate fresh leads and quality traffic with the help of Google Ads.
Advertise your law firm’s services and obtain new leads by showcasing your website at the top of the search results pages using Google’s paid advertisement platform.
Google Ads is a strong advertising platform and the fastest way for Law firms to turn online searchers into profit-generating clients. PPC is the quickest way to receive traffic to your Law Firm website. Thus, making it a great choice for law firms that need some business as soon as possible. Our experts diligently follow the bidding process and work upon minute details like using a healthy portfolio of keywords and ads to drive sales from Google searches. The carefully designed campaigns based on your goals, services, budget, keywords and location are expected to improve conversion rates. Once your campaign is approved, it hardly takes any time to show results.
Google Ads have increasingly dominated the search results page. Most legal firms know that paid traffic can supplement Law Firm SEO organic traffic; they understand that prospects now spend more time viewing digital media than traditional media. Our experts design PPC ads campaigns with a strategy focussing on improving your brand awareness and generating quality leads. Google Ads is a great advertising method for search engines because you can ensure that you are paying for a targeted prospect; it can drastically affect the amount of business your law firm can receive.
For each search that contains commercial intention, search engines showcase ads first. This means that ads will take most of the initial screen space on the desktop, particularly mobile devices, if not completely. Thus, advertising is an effective way if a law firm desires to be seen first on search engines.
You will have control over what to market and how to market; running a targeted marketing campaign will attract the types of clients you want to help. You can improvise your law firm online marketing strategy by adjusting the advert parameters.
As quickly as a law firm begins a PPC campaign, its visibility and traffic that arrives with it are approximately instant. This is particularly beneficial for firms that need leads immediately if the campaigns are design and executed well.
Have you noticed that “lawyer” and “attorney” are the most expensive keywords? Keywords such as “criminal attorney” and “personal injury lawyer.” may cost you a significant amount of money. And this amount is not fixed because the amount may get higher if there is competition while bidding on Google Ads. As the cost is too high, you might give up the paid search altogether if you don’t notice a return soon, do not keep investing if you don’t see results and seek professional help. If done right, it would start performing in only a few months, and PPC can become a vital channel in increasing your business significantly.
A great level of competition generally goes together with high-priced keywords. Each lawyer in the region is bidding on similar terms and expecting to produce enormous returns, so Google raises those keywords’ prices.
It’s hard to get visibility if you are based in major cities in the country that are filled with many experienced lawyers. It does not mean that you do not get any coverage but based on your bidding, your ads will show up for a limited period of time. The more you spend on ads, the more visibility you get.
Google ads campaigns take time to mature. Now, what does that mean? A successful Google ad campaign will take approximately 3 months to mature and nearly 4-12 months to evolve into a powerful campaign. Having said that, if the Google campaign is not recovering your investment in a couple of months, there is a severe problem with your campaign strategy.
Keywords are at the core of the Google ads campaign. To discover what are those keywords, you need to find answers to these questions. For example, why does your target audience need a lawyer? What particular services are you seeking to advertise, and what search terms do potential clients use when seeking a lawyer associated with those services?
You can start by selecting the main keywords you use to market your legal services on your website. There is a free tool known as the Google Ads Keyword Planner; you can utilise it to find relevant keywords. Enter phrases you believe your prospective clients would use to discover an attorney.
Here are a few sample phrases an injury victim living in London may enter when searching for a lawyer for personal injury:
The Google Ads Keyword Planner tool offers you equivalent phrases to utilise in your ads. It even shows you some essential details, such as:
The competition will always be there; it would be wise to analyse the competitor while preparing your legal service campaign. Why make your own mistakes when you have an opportunity to learn from other’s mistakes?
Since with active campaigns on Google Ads, other law firms have previously done their optimisation and testing, you can utilise that data to decrease the risk of your advertising investment. Utilise insights to look at what worked in their ads and keywords to improve your ad campaign.
Is this ethical? Yes, it is. Do you need to pay Google to acquire this information? Not at all! It’s public information that is readily available by utilising third-party tools.
Acquiring potential clients to click on your ad is merely the first part of driving conversions. Next, you need to perfect your Google Ads; it is also crucial to provide a better user experience on the landing page.
Numerous law practices direct their Google Ads to the homepage of their website. This makes it very difficult for users to know about the legal service they are looking for, your expertise, achievements and offer; they also struggle to contact you and book an appointment. As a result, the chances are high that they leave the page and search for someone else. As a result, you would miss an opportunity to acquire a lead and lose the money spent on Google Ads. So, you must have a dedicated landing page for each legal service you market.
Your firm’s unique selling proposition is what distinguishes your practice from other law firms. In brief, it is a persuasive reason that prospective clients should select your law firm over the others. A powerful USP answers the questions clients may have regarding choosing a lawyer. Powerful USPs helps to generate more traffic from clients who are looking for your particular services. It also pushes back clicks from people who are least interested in your law practice. USPs convince prospective clients in seeing you as the best choice for their legal requirements.
Before starting with Google ads, you should construct a landing page. Your campaign will struggle to perform well without a good landing page.
You should not transmit paid traffic to dull service pages or your home page. The objective of your web page is to share general information about your legal services. On the other hand, a landing page is designed for a specific purpose: to market-specific service so that prospective clients take action like calling you or filling up the inquiry form.
You have made a list of relevant keywords, and the next step is to prepare ad copies. You can produce several ad copies and run a test; this will help you discover what ads are performing well compared to others.
Ad copy preparation looks like a small task but requires a lot of research; it is a creative task and requires professional assistance.
Write Ad Copies that:
That’s a Myth. You can start Google Ads with a small budget, and it can work well for your law firm. However, you would require to invest time and resources into building a law firm marketing strategy that generates a return on investment.
If you fail to plan, you plan to fail. Small law firm fails to do proper keyword research, prepare attractive ad copies and manage the campaign efficiently at times, and that is the main reason Google Ads does not work well for them. Whereas big law firms invest in paid marketing carefully, generate revenue from ads and increase the ad spend to attract more leads. They are consistent in their Google ads paid advertisement.
Based on your Ads quality score and bidding management, google gives an opportunity to everyone ranking their ads on the first page. You can optimise your campaign to bit the competition and rank high.
It is very common to think this way, but thanks to Google’s robust technology, it checks the “invalid clicks” and tracks the IP address plus filters the “Malicious clicks” in real-time, so you don’t have to pay for such unwanted clicks.
To get better performance from your PPC campaign, you must keep optimising them. Campaign performance declines slowly if you don’t. The ongoing campaign optimisation can drastically impact the performance of your Google Ads campaigns. The below points show how you can optimise your PPC campaign:
The popularity of keywords used in your campaign can change over time. Also, new keywords emerge, and the old ones get redundant with the evolving Google searches. You can track such changes on various tools such as Google Keywords Planner. Adding the new and relevant keywords to your existing campaign will improve quality score, higher conversion rates and lower CPC.
Try to improve your CTR if it is average or below-average. The best practices to do that would be to edit your ad text, ensure the intent of your ad matches the intent of people searching for your legal services, highlight a USP of your law firm, experiment with unique call-to-actions, and be more specific in your Ads. All these practices will improve your CTRs, and more prospective clients visit the landing page.
Testing your Ad copy is essential. You analyse one to three copies against the current one and improve your Ad copy to improve CTR. The other way is to test the new landing page against the current one. If the new landing page does better, you can replace the old one and improve the quality score.
Most of the time, it happens that your competitors outrank you causing you a lower CTR and conversion rates, even after using a majority of the search terms that are relevant to your business. In such cases, change your bidding strategy or increase the bids on your keywords to get more coverage.
Negative keywords are the keywords that help you limit the ads from showing up for queries that won’t land you clicks or conversions. Including negative keywords is a wise step to reduce your marketing spend on irrelevant leads.
Experience service providers charge either fixed fees or percentage fees based on your monthly spending. You should plan to invest at least £500 to £2000 for reliable Google Ads campaign management service.
Google Ads campaign preparation takes little time as a professional need to understand your legal service, do keyword research, prepare ad copies, prepare landing page, set up an account, develop the campaign. It may take 2 to 4 weeks. Once the campaign is live, you can expect leads coming in few days. It takes at least 3 months to optimise the campaign when you start getting the best ROI.
Many digital marketing agencies prefer to have 12 months contracts as they spread their cost over the term. However, we do not tie our clients for long term contracts; we offer 3 months rolling contracts. We provide value, and that is why our clients stay with us without a long term contract. We offer a discount on a long term contract, and you can discuss it when hiring our services.
Yes, it does. Google Ads are effective at delivering quality traffic and leads for law firms. Through keyword targeting, Google displays your ads only to those searching for legal services you offer. Google Ads:
It depends on your revenue target and the type of legal services. There are law firms that spend £2000 / month, and there are firms that spent more than £100,000 / month on Google Ads. Our expert will suggest how much you should invest in getting results based on competition and your revenue target.
Both SEO and PPC are necessary, depending on the firm’s requirements. If you need quick traffic to your website and results, you can go for PPC and if you need organic traffic and can wait for at least 6 months, then opt for SEO. Both are important at some point in time. SEO is a slow and time-consuming process but gives very good results in the long run; PPC offers quick results but costs you more comparatively.
You can do PPC on your own if you have knowledge about paid campaign management. Unfortunately, law firm owners often set up and run campaigns on their own, spend money, and do not get results, and think that PPC is not working for them. Google Ads works for many law firms, so it should work for you too. You can spend all your time by doing yourself if you have. But do not feel shy about hiring professionals when you think that your efforts are not working. Professional Google Ads managers are trained and experienced doing one thing, which is paid advertisement.