Workplace injuries are more common than you might think. Even in 2023 alone, private industry employers reported 2.6 million non-fatal workplace injuries and illnesses. With so many workers getting injured, there’s a huge demand for workers’ compensation attorneys. To capitalize on this demand and ensure that you get the maximum number of cases, you need to market your services effectively. That’s where running Google ads for workers compensation attorneys comes in!

Keep reading to learn how to set up and run your Google ads for workers compensation attorneys!

How to Set up Effective Google Ads for Workers Compensation Attorneys Campaign 

Here’s an overview of the different steps you should take to create an effective Google Ads for workers compensation attorneys campaign:

Set Up Your Account 

Firstly, start by setting up your Google account. Go to ads.google.com, log in with your credentials if you’ve already created an account, or sign up to make a new one. 

After that, enter your business information, such as your business name, field, and URL, so Google can optimize your ads for a suitable audience. For a more personalized experience, you may also add your business social media links. 

Pick the Right Campaign

Typically, Google Ads campaigns refer to a group of ads that share the same budget, location, and targeting. As a workers compensation lawyer, you can pick any or all of the following campaigns:

Search Ads

Search ad campaigns are quite a good option for Google ads workers’ compensation attorneys. These ads appear in text form at the top of search engines when a client searches for your services. These usually have a high click-through rate (CTR). 

Statistics reveal that the average click-through rate in Google Ads across all industries or fields is 3.17% for search, which is quite good. 

For instance, if someone searches for “Workers compensation attorneys” or “How to Get Workers Compensation?” your ads might appear in the search results, generating potential leads. 

Local Ads

Local ads are also an incredible option if you are targeting people in a specific demographic. For instance, if someone is searching for “Workers Compensation Attorneys in Kentucky” or Personal Injury Lawyers in Louisville,” your ads will appear. 

The best part about running local ads is that you can get the Google Badge. 

It shows potential customers that you’ve successfully passed the Google screening test and possess the necessary skills to serve in this field. This builds trust and also boosts foot traffic. 

Display Ads

Display ads are the way to go if your ultimate goal is to enhance your brand awareness. These ads not only appear on Google search but on the two hundred million different websites and platforms of the Google Display Network. 

When people see your ad, whether watching a YouTube video or using a mobile app, they become more aware of your services. 

It’s especially helpful for retargeting customers who have previously interacted with your business to encourage them to take action, such as consulting or filling out a leads form.

Select a Bidding Strategy

Now, another thing you should do to run effective Google ads for workers compensation attorneys’ campaigns is to select your bidding strategy. Generally, bidding strategy is the method that determines the bid on an ad based on how likely it can bring you a result or conversion. 

Here’s an overview of the different bidding strategies:

• Manual Bidding: In manual bidding, as the name implies, an advertiser decides the maximum amount they are willing to spend on a keyword click or placement. It gives you more control over how much you spend on ads, but there are downsides, like it’s time-consuming and prone to errors. 
• Automated Bidding: Automated bidding uses AI to automatically adjust bids for different keywords or ads in real time. It utilizes a variety of options to bring you the best results, such as:
  • Target CPA
  • Target ROAS
  • Maximize Conversions

Although automated bidding is efficient, it gives you less control over how your money is being spent, which can be a little problematic. It’s important to analyze the pros and cons of both before making a final decision. 

Perform Keywords Research 

Keywords are the backbone of almost every advertising campaign, and Google Ads are no exception. Therefore, to maximize the efficiency of your Google ad campaigns, you must perform extensive keyword research. 

Have brainstorming sessions with your SEO team, put yourself in the customer’s shoes, and come up with some relevant phrases that your ideal audience might be searching for. You can also rely on tools like Ahref and Keywords Everywhere to find terms and phrases with high search volume and low difficulty. 

Experiment with different types of keywords, like:

• Generic Keywords: These are general words or phrases relevant to your field, have a high search volume, and often face stiff competition. For instance, you may use keywords like “Workers compensation” or “Workers injury attorney” to attract a large audience. 
• Long-Tail Keywords: If you are looking for something with high intent and low search volume, you should opt for long-tail keywords. Some common examples include “help filing a workplace injury case” or “best workers compensation attorneys in Kentucky.” 

Optimize the Ads Copy 

Your ad copy is one of the most important things for the success of Google Ads worker’s compensation attorneys’ campaigns. It’s the first thing your potential customers see when they come across your ad, so make sure it’s attention-grabbing and persuasive. 

The following are some tips on how you can optimize your ad copy: 

• Craft an Attractive Headline: Your headline is what your audience sees when they stumble upon the ad, so make it attractive. You should add the customers’ pain point or problem in this, like
  • Injured At Work? Speak to a Trusted Attorney Now!
  • No Win, No Fee – Get Legal Help Today! 
• Focus on Benefits, Not Just Features: Just don’t highlight your experience and services; instead, tell what clients can get by choosing you as their legal help. Here’s how you can do it:
  • Recover Lost Wages and Medical Bills Fast! 
• Incorporate a CTA: Your ad should also guide potential leads on what action to take next. For this, you should incorporate a strong CTA like:
  • Schedule a Free Consultation Now!
  • Call Today to Protect Your Rights!

Conclusion 

Running a Google Ads for workers compensation attorneys campaign requires you to do everything from setting up your Google Ads account to understanding customer pain points and crafting a compelling ad copy. However, if you struggle to get started with Google Ads, Mike Ncube is here to help! I have the tools and experience you need to excel in digital advertising and I’m a Google Ads expert with many years experience.. 

So get in touch today and let me handle your Google Ads while you focus on what you do best – helping your clients.

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