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Google Ads for Medical Malpractice Law Firm: How to Setup an Effective Campaign

Running a Google Ads campaign for a medical malpractice can be challenging because of the many competitors. Average cost per click (CPC) rates are generally high and many are easily above $100 per click.

Google Ads is one of the most powerful ways to reach potential clients who are searching for legal assistance. However, setting up an effective campaign for a medical malpractice law firm requires careful planning, targeting and optimization.

In this blog post, I’ll explain the essential steps to creating a successful Google Ads campaign for a medical malpractice law firm.

1. Understand the Legal Landscape


Before launching a Google Ads campaign for your medical malpractice law firm, it’s important to understand the legal landscape.

This sector faces strict competition, so it’s important to differentiate your firm from others. And legal advertising is subject to specific rules and regulations, which vary by jurisdiction. So, you should ensure you comply with local bar association rules to avoid penalties and fines.

2. Set Clear Campaign Goals


Before setting up your campaigns, you need to set clear goals of what you want to achieve through Google Ads. For a medical malpractice law firm, the goals you set should be clear and measurable and typical objectives might include:

– Lead Generation – this is to attract people who need representation

– Brand Awareness – to increase your visibility in this competitive market.

– Website Traffic – drive traffic to your website or landing page you want to promote.

Once you’ve defined your objective, like Leads for example, you can then focus on goal conversions in Google Ads like phone calls or form submissions. And for Brand Awareness you can focus on impressions and clicks.

3. Keyword Research


Adopt an effective keyword strategy, so you can find search queries that people use on Google and that you can add as keywords in your campaigns. And for a medical malpractice law firm, targeting high-intent keywords is critical.

There are many tools to use for the keyword research including Google Keyword Planner, Ahrefs or SEMrush.

Here are some keyword ideas for a medical malpractice law firm:

Medical malpractice attorney

Medical negligence lawyer

Sue a hospital for malpractice

Birth injury lawyer

You should focus mainly on long tail keywords, with three or more words in them, because they indicate higher intent and less competition.

4. Crafting a Compelling Message with Ad Copy


To grab the attention of people who are searching for a law firm, your ads must be highly targeted and speak directly to their pain points. This is a saturated market and there are many law firms targeting people who have suffered from medical negligence.

Here are some tips to write compelling copy:

– Use emotional triggers – because medical negligence cases often involve emotional trauma, it’s important to use empathetic language to address their concerns.

For example: “We understand this can be a traumatic time. Let us fight for your compensation”.

– Highlight your expertise – use the ads and landing page to highlight your experience with medical malpractice cases.

For example: “Over 30 years of experience in medical malpractice law”.

– Include a call-to-action – encourage visitors to take action from your ads, by calling your firm or submitting a form.

For example: “Call for a free consultation”.

5. Landing Page Optimization


To run an effective Google Ads campaign for a medical malpractice law firm, you’ll need good landing pages that are well-optimized. And when visitors click your ads, the landing pages should deliver what was promised in the ads.

This should include:

– pages that are specific to medical malpractice and not just general law

case studies and testimonials from successful cases

–  a clear call to action on each page like “schedule a consultation”

And include any other information that’s important, such as awards, reviews, certifications and more.

6. Targeting and Audience Segmentation


Whatever campaign type you set up, it’s possible to add audiences to allow you to reach potential clients. These are some audiences you could use:

– Remarketing – this allows you to retarget people who previously visited your website but did not convert. This brings back people who are still in the decision-making process.

– Device targeting – target audiences across the devices you want and then adjust bids based on performance. So, if mobile users tend to convert better for example, then adjust bids higher.

– Demographic targeting – medical malpractice cases usually involve people in specific age groups. So, you can use demographic targeting to target them and those searching for medical-related legal help. This includes targeting people based on age, gender or household income.

7. Set an Appropriate Budget


Legal keywords are always competitive, especially those that relate to medical malpractice. They are very expensive to bid on and so will require a higher budget than most other industries.

First you should carry out some keyword research to determine which keywords you want to bid on. And then decide how much you are willing to spend on each lead, and then set a realistic budget.

8. Track and Optimize Performance


After launching your campaign, you’ll need to track performance and optimize it to improve the results. Here’s what you need to look out for:

– Conversion tracking – set up conversion tracking in your Google Analytics account to track actions like form submissions and bookings. And set up conversion tracking in Google Ads to track calls.

– Quality Score – this is a keyword metric that is based on the relevance of your ads, landing pages and keywords. A higher score is good because it can reduce your cost per click (CPC) and improve ad position.

– Negative keywords – check the search terms report for searches that are not relevant and should be blocked. And then add them as negative keywords to block them.

9. Utilize Extensions


There are several ad extensions that are important for a medical malpractice firm looking to run Google Ads campaigns. These are some useful ones:

– Call extension – display your phone number in the ad, so potential clients can call you.

– Location extension – reach local people who are looking for a medical malpractice lawyer

– Sitelink extension – send visitors to specific pages on your website that they may be interested in like “Testimonials” and “Contact Us”.

– Callout extension – highlight more key factors about your business such as “Free Case Evaluation” and “No Win No Fee”.

10. Stay Compliant with Legal Advertising Rules


It’s important to stay compliant with legal advertising regulations to avoid ad suspension and other penalties. Most jurisdictions prohibit misleading claims or guarantees like “We guarantee to win your case” or “100% success rate”, which should be avoided.

Conclusion


Google Ads provides powerful tools for medical malpractice law firms to get quality leads and inquiries. So, it’s important to use them effectively to reach your audience and continue testing and refining to maximize the return on your advertising investment.

Mike Ncube is a Google Ads consultant with many years’ experience working with medical malpractice law firms. Contact me to discuss your campaigns.

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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.

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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.

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