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Google Ads for Attorney
Google Ads for Attorney: How to Create an Effective Campaign

To set up an effective Google Ads campaign for an attorney, you’ll need to follow some key steps to make it a success. There are many features to update and some research to undertake, before and during the campaign set up process.

Here are some of the key areas you’ll need to focus on as you set up your campaign.


1. Campaign Objective


One of the best Google Ads campaign objectives for an attorney is the ‘Leads’ objective. There are others like ‘Website Clicks’ if you’d like to focus on driving as many clicks as you can for your campaign. And you can also set up a campaign without a goal’s guidance if you want to set all the features yourself.

With the Leads objective, the system will guide you in choosing the campaign type to select, the goal tracking to choose, the bid strategy to use and much more. So, it’s important to pick the right objective as an attorney looking to run pay per click (PPC) campaigns on Google.


2. Campaign Type


After selecting your objective you’ll then select your goals and the type of campaign that you want to run. For an attorney, the best Google Ads campaign to create is a Search campaign. And with this campaign you can pick keywords to add and then bid on to drive traffic to your website.

Another option is to set up a call-only campaign to receive calls only. So, you only pay for calls and not people who click through to your website. This can be a cost-effective option, but it could limit the volume of traffic you get and the conversions too.

However, we will focus on Search in this post, because it provides the best opportunities and helps you reach a wider audience and drive more conversions.


3. Campaign Budget


The great thing about running a Google Ads campaign for an attorney is that you don’t need a large budget to get started. In fact, you can get started with a monthly budget as low as $500 per month and then increase it as performance improves. And this is sufficient for most attorneys throughout the country.

However, it’s also worth doing some research to find out what budget to set based on your objectives. And keyword research with the Keyword Planner tool in Google Ads will give you insights into what the cost per click is likely to be for each keyword and then set your monthly budget.


4. Bidding Strategy


For a new campaign, start with an automated bid strategy to get as many clicks as possible or conversions for your budget. So, that means you will set a Maximize Clicks or Maximize Conversions bid strategy to allow the system to set bids at auction time based on the context.

However, without any conversion data when you’re launching a new campaign, it’s best not to start a conversion-focused strategy. Instead, start with Maximize Clicks and then when you have at least 15 conversions per month, then you can switch to a conversion strategy.


5. Keyword Selection


Next, you’ll need to carry out Google Ads research to find attorney related keywords that you want to appear for. You can carry out this keyword research in your Google Ads account with the Keyword Planner tool. But there are also some third-party research tools that you can use, that are good, but they are not free.

Some of these provide competitor research tools, that help you to see what keywords other attorneys are bidding on. And you can see how much they are spending on each click and that will guide you in your keyword selection too.


6. Text Ads


Creating text ads is important but can be a challenge for many advertisers. Although you have 15 headlines to use, there are only¬† 30 character limits for each, so you don’t have much space to highlight your benefits and features.

However, it’s important that you only focus on the main benefits to draw visitors to click your ads, so they can reach your pages to learn more.

And with the four description lines, you have more space to expand on your main features and benefits. And you can add your call to action too.


7. Ad Scheduling


With the Ad scheduling feature you focus on adjusting your ad targeting to the days and hours to run them when you want to. This can be any times you want, and many attorneys change them to their own needs and what they are planning to achieve.

For an attorney, it’s natural to want to focus on the working days like Monday to Friday and between 9am to 5pm. This is understandable considering that these are the hours when your clients are most likely to be active.

But running them on all days and hours at the beginning is a good idea. That’s because many decision makers search outside normal working hours including weekends and evenings. And then as you get traffic, you can narrow it to the times that make sense for your business, based on the performance.


Conclusion


Follow these tips when setting up a Google Ads campaign for an attorney. It will help you set it up effectively and not waste your budget on search phrases that are not relevant for your business.

I’m a Google Ads consultant and I’ve worked with many attorneys and lawyers setting up and managing new campaigns. Contact me to discuss your requirements.

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    Hi, Mike Ncube is a leading digital marketing consultant who blogs about the best and latest digital insights. He writes about topics such as Google Ads, digital strategy, LinkedIn Ads, Email, SEO, Google Analytics and more. Reach out to him if you have any questions and subscribe to his blog to start learning.

Hi, Mike Ncube is a leading digital marketing consultant who blogs about the best and latest digital insights. He writes about topics such as Google Ads, digital strategy, LinkedIn Ads, Email, SEO, Google Analytics and more. Reach out to him if you have any questions and subscribe to his blog to start learning.

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