To create an effective Google Ads campaign for personal injury lawyers requires that you follow a careful approach to reach the right audiences while managing costs.
With the right set up, your Google Ads campaign will deliver quality personal injury leads and help you gain a strong online presence.
Follow this guide to build an optimized Google Ads personal injury lawyers campaign.
1. Define Campaign Objectives
To create a successfull Google Ads personal injury lawyers campaign, you’ll need clear objectives. So, this means thinking about what you plan to achieve through your campaign.
Examples of objectives for a personal injury attorney includes:
– generating a certain number of leads from people looking for a personal injury lawyer in your targeted locations
– increasing brand awareness in your geographic location
– driving traffic to legal services you offer such as car accidents, workplace compensation and so on.
2. Identify Your Target Audience
Running a personal injury compensation campaign means you will spend more than usual for each click. So, you need to ensure you’re reaching the right audience and not wasting your budget.
Key targeting factors for personal injury legal services include:
– Location – focus your ads on the geographic locations your firm serves. And for most Google Ads personal injury lawyers campaigns the location targeting should be a specific city or county.
– Demographics – check the best performing demographics for your campaigns or industry and then update this in your new campaign.
– Intent – this is perhaps the most important because you get to pick keywords that capture people looking for personal injury legal assistance.
3. Perform Keyword Research
Keywords are the backbone of your Google Ads advertising strategy and campaign. So, selecting the right keywords ensures you reach potential clients who are searching for relevant searches.
And start by brainstorming some terms that potential clients use, such as:
“Personal injury attorney near me”
“Car accident lawyers”
” best personal injury lawyer new jersey”
There are research tools you can use to carry out the research, like Keyword Planner and SEMrush. They will help you to assess the search volumes and then you can select the most relevant for your business.
4. Choose a Campaign Type and Structure
Search and Display campaigns are the most relevant Google Ads campaigns for personal injury lawyers.
– Search: these are text ads and they appear in the search results and are ideal for targeting users who are searching for legal help.
– Display: these are less important than Search ads, but they help you raise awareness with potential clients on other websites and apps. And you can also use Display to set up remarketing ads, to retarget past visitors.
You should organize your campaigns into ad groups based on personal injury cases, such as “Car Accidents” and “Medical Malpractice”.
5. Craft High-Converting Ad Copy
Each responsive search ad you create should have copy that demonstrates your expertise, empathy and a call to action (CTA). These are some tips to achieve that:
– Add Relevant Keywords: add keywords in your headlines and descriptions like “personal injury lawyer” or “accident attorney.
– Address Pain Points: acknowledge the pain that your potential clients may be facing, like medical bills or lost wages.
– Include a Good CTA: encourage users to take action with headlines such as “Get Free Consultation” or “Call Now for Assistance”. Avoid weak CTAs like “Learn More”.
– Highlight Your Unique Selling Points: mention any awards you have won and what your success rate has been, in the personal injury space.
6. Set a Competitive Budget and Bidding Strategy
Google Ads personal injury lawyers campaigns should have sufficient budgets to reach all the relevant audiences. This is important because it is a highly competitive field and CPCs (cost-per-click) can be high.
So, it’s important to set a competitive budget based on your keyword research, and consider the following bidding strategies:
– Maximize Clicks: this is a good strategy to begin with, especially if you want more website traffic.
– Maximize Conversions: as you build up your traffic, it’s a good idea to switch to this bid strategy to optimize for actions like calls or form submissions.
– Target CPA: after you’ve gathered some data, use this strategy to control costs for each conversion.
7. Leverage Ad Extensions
With ad extensions, you add additional information about your business and make the ad more informative and increase its size in the search results. A Google Ads personal injury lawyers campaign should include these extensions:
– Call Extensions: you will display your phone number so users can call directly from the ad.
– Location Extensions: show your office location to increase visibility with your local audience.
– Sitelink Extensions: use these to direct people to other important pages like Testimonials, About and Contact.
– Callout Extensions: highlight your unique benefits like “Free Consultation” or “No Win, No Fee”.
8. Set Up Conversion Tracking
Conversion tracking helps you to measure the performance of your campaign and improve it. For personal injury campaigns, you should track these actions:
– Phone calls from ads
– Phone calls from your website
– Form submissions on your website
To get started, you should implement Google Tag Manager to set up tracking and create custom goals to track your metrics.
9. Monitor and Optimize Your Campaign
After launching your campaign, you should regularly review and monitor it and update the ad groups, ads, keywords and more.
Some key metrics for you to monitor are:
– Conversion rate: this is a very important metric for personal injury attorneys and reveals the percentage of visitors who make contact.
– Click-Through Rate (CTR): A high rate reveals that searchers find your ads highly relevant.
– Quality Score: this score reveals how well your keywords and ads are performing in the search auction results.
– Cost per conversion: this measures the ROI of your campaign. So, try to reduce the amount you are paying for each conversion.
Conclusion
Setting up a Google Ads personal injury lawyers campaign requires a tailored approach to be competitive. And by focusing on high intent keywords, local targeting and optimized ad copy, you can create an effective campaign that brings in quality leads.
Want to know more how I can help? My name is Mike Ncube and I’m a Google Ads expert. Contact me to discuss.
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