Google Ads is a pay-per-click advertising platform. That means that law firms only pay when a targeted prospect clicks on an ad that directs them to your website.
Any reputable law firm or Google Ads agency will tell you that to generate the best results from your Google Ads campaigns, you need to adopt proven ad management strategies that focus on targeting the right audiences, using relevant and engaging keywords, optimizing ad content and website landing pages, and continuously testing, assessing, and refining content for maximum effectiveness.
How to Manage Your Google Ads
The Google Ads platform offers law firms of all sizes and specialties an opportunity to engage any of the 6.4 billion people in the United States who use Google each month. These users account for 139.9 billion visits to the search engine during this same period.
Of course, trying to engage with everyone who uses Google is impossible and counterproductive. This is why it’s essential to have clearly defined goals and measurable metrics in place before you launch any Google Ads campaigns.
Focus on Your Target Audiences
More than 50% of those looking for a lawyer use Google as part of their search for legal advice. To connect with potential clients who could benefit from the services you provide, use demographic, location, and online behavior data to target prospects who could be a good fit for your law firm.
Start With the Right Keyword Strategy
On Google Ads, legal keywords cost more than keywords for most industries. You want to bid on the right ones, so you don’t waste valuable time or money on ineffective (and expensive) keywords.
Focus on precise, long-tail keywords that include your location and practice area, such as 'personal injury attorney in Memphis.' Organize keywords into groups based on the intended audiences and practice areas, and group negative keywords to prevent unrelated searches from landing on your website. Keywords need to be relevant to your audience’s needs and flow naturally within the copy.
Optimize Content and Respond Promptly
Create different variations of your ads to pinpoint what content leads to the most conversions. Ads should grab a person’s attention with captivating language and visuals that address the user's needs.
Website landing pages should be directly related to ads. In addition, the pages should load quickly, be readily accessible by mobile devices, and guide users to take a desired action. Make sure your law firm's Google Business Profile is up-to-date and accurate to improve traffic to your site.
Also, avoid overly salesy language in your interactions with users. Offer multiple ways for prospects to connect with you to build trust. Clients often engage several times before deciding what firm to use. This is not a reflection on the quality of your Google Ads; it’s just part of the client acquisition process.
Continuously Improve Content
To maximize ad performance, use online tools to measure the number of leads and conversions an ad generates. Regularly analyze campaign data to gain deeper insights into ad performance and identify areas in need of improvement.
Use compelling copy that emphasizes the benefits of retaining your law firm, and allocate enough budget to meet your Google Ads goals. Track key metrics, such as lead quality and conversion rates. Test and modify headlines, descriptions, and calls to action until you have the right combination that generates the desired results.
Strategizing for Success
When done right, Google Ads can drive qualified prospects to your law firm. When someone searches for legal services in a specific area and your ad appears, there is a high likelihood that they are in need of a lawyer to assist with a current or anticipated issue. These are the types of leads you want.
However, Google Ads needs constant attention to get the most out of your online advertising investment. Managing Google Ads can be time-consuming, and it may be more cost effective to hire a professional like BERK Labs to handle your Google Ads strategy so you can focus on your core business: delivering quality legal services for your clients.