Google Ads for you as an attorney will place your practice front and center when potential clients search for legal services online. However, running such a campaign requires careful planning and execution. And working with a Google Ads specialist is usually helpful.
Whether you’re a defense or real estate attorney or any other area, you can use Google Ads to reach your audiences effectively.
This Google Ads guide will help you as an attorney set up an effective Google Ads campaign.
Define Your Goals
A Google Ads campaign for an attorney should start with setting up a campaign goal. So, it’s crucial to define what you want to achieve whether that’s to increase brand awareness, drive traffic to your website or generate leads.
Your goal will help guide your campaign strategy and help to measure its success.
Know Your Target Audience
It’s important to know your target audience so you can run effective marketing campaigns. And this means you must consider their demographics, location and behaviors to tailor your ads to reach the right people with your Google Ads campaign.
If you specialize in family law for instance, your audience might include individuals searching for divorce or custody services in your locations.
Keyword Research
With Google Ads for an attorney, keyword research is key because it helps to find searches that people use online. And then you can add the most relevant as keywords in your campaign so you can target users who use these searches.
So, you should conduct keyword research to identify search queries that potential clients use to search for legal services. A tool like Keyword Planner or Ahrefs will help you find relevant keywords with high search volumes and good intent.
Focus on high intent keywords that are long-tail keywords like “divorce attorney in Chicago” for example.
Set a Budget
You will need to determine how much you are willing to spend each day and month in the campaign. So, this is the maximum amount you want to spend, and you’ll set a budget at the campaign level.
Google Ads is an auction platform and operates on a pay per click (PPC) model, which means you pay each time someone clicks on your ad.
It’s ok to start with a modest budget. Even large companies running Google Ads start with small budgets. As an attorney, a good budget to start with is about $500 per month, and then you can increase it as performance improves.
Create Great Ad Copy
Google Ads for an attorney should include ad copy that’s clear, concise, and compelling. So, you need to be clear about what you offer and who you are targeting, and this should be visible from the ads.
The ads should have a compelling message that’s direct and concise that tells users what action you require from them. And this should include highlighting benefits that get users interested.
In each ad, include a strong call to action that encourages visitors to act. And some good ones could include messages like “Get Legal Help Now”.
Utilize Ad Extensions
Extensions or assets as they are now known, are small pieces of text or links that appear below your ads. They enhance your ads by providing additional information and increase your visibility as an attorney.
So, you can use the extensions to add your phone number, location to show your address, sitelinks to direct users to specific pages on your website and others. And these help to improve your click-through rates (CTR) and conversions.
Conclusion
Setting up a Google Ads campaign for your legal practice requires a strategic approach and ongoing management. So, you need to understand your audience and conduct thorough keyword research and create effective ads that will attract potential clients.
As a Google Ads consultant, I’ve worked with many attorneys over the years, and I’d be happy to discuss your plans. Reach out to me for a proposal and quote.
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