17 Aug, 2020

How Google AdWords for Law Firms Work

adwords for law firms

How does Google AdWords for law firms work? This is perhaps one of the most common questions lawyers ask when having their first foray into the world of paid search. 

As you may know, the legal service sector is one of the most competitive industries in the UK. This is why many solicitors are keen to explore every marketing opportunity that would allow them to find and attract more clients. And this includes using Google AdWords. 

The Basics of Google AdWords for Lawyers

AdWords (now known as Google Ads) is the search giant’s pay-per-click or PPC advertising platform. It involves creating ads using the search terms people use in their online queries. With this PPC platform, you will appear as a sponsored ad at the top or bottom of organic search result pages. 

Google Ads provide lawyers with a cost-effective way to find potential clients. Unlike traditional advertising methods, you don’t pay according to impressions or when your ad shows up. You only spend money when a prospect clicks on your ad and lands on your website or dedicated landing page. 

How Google Ads Can Benefit Law Firms

Besides being relatively less expensive than billboards, radio and TV ads, direct mail and other forms of traditional advertising, Google Ads can provide law offices with a host of benefits. Here are some of its advantages: 

1. Broader reach

Traditional marketing methods, particularly billboards and newspaper/magazine ads, are often limited to a specific region. In comparison, Google Ads have a broader reach. As with many digital marketing strategies, this platform lets you target potential clients outside your immediate location, which is a massive advantage if you plan to expand your business and target more service areas. 

2. Highly qualified leads

Unlike “offline” marketing, Google Ads allow you to attract highly targeted prospects for your law firm. When someone uses a keyword relevant to your services, your ads will appear at the topmost portion of search result pages. Therefore, when they click your ad and visit your landing page, you can be sure that that person is looking for legal services. 

3. Bigger savings

As mentioned earlier, advertising on Google is relatively less expensive than using traditional forms of advertising to attract potential clients. This translates to bigger savings on your part, which you can use to either strengthen your campaign or grow your law firm. 

Furthermore, ads on Google are highly targeted. Unlike billboards or TV, newspaper and magazine ads that everyone can see, your Google Ads are only visible to those searching for your specific services. With this platform, you can be sure that every penny you spend on promoting your law firm goes to attracting a relevant audience. 

Building a Google Ads Strategy

Indeed, advertising on Google can do wonders for your law firm. However, it can get expensive quickly if you’re a beginner and/or you don’t have a good strategy in place. 

For this reason, you must develop sound tactics. Or better yet, you should consider hiring an expert on AdWords for law firms like us here at Kinetic Traffic. This way, you can avoid making mistakes that can cause you to spend more money than you have to. 

Plan your approach

To make sure that Google Ads will work for your law firm, you have to plan your strategy carefully. Before setting up an account, do a bit of research and take into account the following factors: 

  • What you want to achieve with Google Ads
  • Your marketing budget
  • The type of legal services you want to advertise
  • How much you’re willing to spend on your ads every month
  • The types of clients you want to attract
  • How competitive your focus keywords are, especially in your service areas

Research the keywords you want to bid on

Thorough keyword research is vital to the success of your AdWords campaign. It helps you determine the keywords you need to bid on. Fortunately, there are many tools you can use to identify the search terms your prospects are typing into Google, including: 

  • Google Keyword Planner
  • Google Suggest
  • Ubersuggest 

Besides these tools, you can also use your service/landing pages as references. If your law firm’s website is full of informative and unique content, it will be easier for you to find long-tail keywords that could help boost your ads’ quality score. You can save money significantly by bidding on keywords that are highly relevant to your landing pages. 

Create enticing ads

Creating ads that would entice potential legal clients to click can be a bit of a challenge with AdWords for law firms. After all, you only have 95 characters for the text and another 35 characters for the display URL to work with. However, just because it’s challenging, it doesn’t mean it’s not doable. To make this task less complicated, here are a few pointers to consider: 

  • Always consider the services you’re offering.
  • Incorporate keywords into your ad content.
  • Highlight what’s unique about your law firm.
  • End your ads with a call to action.

Perhaps the most important tip of all is to write your ads as if you’re speaking to a real person. People who require legal services are often in a vulnerable state. They would feel more at ease if you could show them through your ads that you’re approachable, understanding, and highly capable of helping them. 

Strengthen Your Marketing Strategies with a Google Ads Campaign

With Google’s massive reach, advertising your legal services on the search giant can help you attract more potential clients. However, while AdWords does work for lawyers, it’s still crucial to make the necessary preparations to ensure the success of your campaign. 

Running a profitable Google Ads campaign can be incredibly challenging, particularly for beginners.  This is why we at Kinetic Traffic are happy to lend you our expertise to help you obtain excellent results. Please get in touch with us, and we’ll create a bespoke Google Ads strategy for your law firm. 

Lead your law firm towards the best results.

Get in touch with our team and let’s talk about your marketing needs.

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