Do you know there are over 252,159 defense attorneys currently employed in the US, and the number is only going to increase in the coming years? So, to make sure you attract the most clients in this competitive landscape, you have to up your advertising efforts. Setting up Google Ads criminal defense attorneys can be a smart strategy.
Being one of the leading search engines, Google provides you with much-needed visibility and targeted reach so you can connect with people who need legal services.
This article is your complete guide to the step-by-step process of setting up Google Ads criminal defense attorneys. Continue reading!
Process of Setting Up Your Google Ads Criminal Defense Attorneys Campaign
Here is the complete roadmap that you can follow to set up your Google Ads criminal defense attorney campaign:
Set Up Your Google Ads Account
Start by creating your Google Ads account. For this, you should:
- Go to ads.google.com and enter your credentials to sign up.
- Add your business information, such as your business name and URL.
- You may also add other information like links to your business social media for a more personalized ads experience.
- Add your billing information from where Google will deduct the amount as per the set budget.
Be Clear About Goals
Another thing you should do is be very clear about your campaign goals.
- Do you want to get more potential clients who are searching for criminal defense attorney services?
- Or do you aim to build awareness and establish your firm as a trusted authority in criminal defense?
Defining your goals at the start makes it easy for you to shape your Google Ads strategy and yield maximum results from your advertising efforts.
Pick the Right Campaign Type
There are different Google campaign types available, and you can choose one or more depending on your goals. Here’s an overview of these campaign types:
- Search: Search ads are actually text-based ads that appear at the top of the SERP whenever people search for terms that are relevant to your business. For instance, if a person searches “Criminal Defense Attorneys, Florida,” your business may appear, encouraging them to click on the ad.
- Display: As the name implies, display ads appear as banners across Google’s huge Display network, which comprises over 200 million sites or platforms. If your goal is to build brand awareness, then a display network campaign is right for you. However, it’s also helpful in retargeting people who have previously shown interest in your services.
- Video: Considering the short attention span of the current generation, video ads are quite instrumental in turning heads. These ads usually appear at the start or middle of a YouTube video, allowing you to share your story with the target audience. For instance, you can leverage video ads to brief clients about your skills in handling a crime case and your past experience in dealing with relevant cases.
Focus on Searching Keywords
This is the most important step in running your Google Ads criminal defense attorneys – search the right keywords.
Typically, keywords are important terms and phrases that potential clients may enter when they are searching for your services. You have to arrange brainstorming sessions with your SEO team to find the perfect keywords.
Also, leverage keyword research tools like Semrush, Keywords Everywhere, and Ahref. Some different types of keywords that you should use include:
- Branded Keywords: These contain your business name or a variation of it. For instance, it can be “Sam and Smith Criminal Defense Attorneys” or “John Doe Legal Services for Criminal Cases.”
- Non-Branded Keywords: These are generic terms that are relevant to the services but don’t carry your business name. Some examples include “Best criminal lawyer” or “Best DUI cases attorney.”
- Local Keywords: People search for legal services nearby, so you must make the most of local keywords. For instance, if you are based in Allentown, you can target keywords like “Criminal Defense Attorneys Allentown.”
Optimize Your Ads Copy and Landing Page
Your ad copy is the first thing your clients see when they come across your ad, so make sure it’s up to the mark. The following are the tips that help you in curating an impactful copy:
- Craft a captivating headline. Make sure it’s attention-grabbing and also problem-solving so your target audience feels a pull to click on it. A good example is: “Best Criminal Defense Attorneys – Fight Your Charges Today!”
- In your ad copy, show your unique characteristics. For instance, you can write something like, “ Over 10 years of courtroom success that helps you fight your cases with surety.”
Another thing you should do is to optimize your landing page since it’s where your customers arrive when they click on your ad. Design it in a way that provides value and engages potential clients.
You should add a clear CTA that guides clients through the steps to get your services. You can also incorporate lead capture forms to collect necessary client information for retargeting.
Track Progress
Once your Google ads Criminal Defense Attorneys are running, you should monitor their performance. Some key metrics that help you in this regard are:
- Cost Per Click
- Click Through Rate
- Return on Ads Spend
- Impressions
- Quality Score
- Conversion Rate
The average Google ads conversion rate across all industries is around 3.75% for search and 0.77% for display.
So, track your returns; if your conversion rate is less than average, you should tweak your Google ads copy and opt for keywords with high search volume. However, if you are getting a high conversion rate, then you should focus on enhancing your reach and increasing your ad spend a little.
Conclusion
You should run Google Ads criminal defense attorneys to make your mark in the legal industry and attract potential clients. Nonetheless, if you are struggling to set up your Google Ad campaigns, Mike Ncube has your back. Being an expert in Google advertising, I have the experience, tools, and knowledge to help you make the most out of your advertising efforts. So why wait? Get in touch with me today and take your digital presence to the next level!
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