It’s no secret that Google is the most popular search engine today. In fact, studies show that 93% of online searches take place on Google. With so many people using Google search each day, it’s vital to have a strong presence on the search engine to drive more people to your law firm. One of the best ways to generate traffic through Google is by purchasing ads. However, the question we get all the time is, whether Google ads for lawyers provides a good return on investment?
Purchasing Google ads allows your law firm’s website to appear at the top of the search results regardless of your SEO ranking. It’s a fantastic way to increase your online presence while putting your brand in front of more potential customers. However, knowing the best Google ad strategies will allow you to get the most out of your advertisement campaign.
Below are some of the best tactics to create high-quality Google ads for lawyers:
Understanding Google Ads for Lawyers and PPC Campaigns
Before diving into Google ad strategies, it’s important to know the basics of Google ads. Law firms buy Google advertising revolving around keywords or phrases related to their law practice. Every time someone clicks on their ad, the law firm pays a specific amount called “ad spend” or PPC advertising (pay-per-click).
However, some keywords are more expensive than others. Single words like lawyer and attorney are exceedingly costly, while specific phrases like auto accident injury lawyers demand lower prices.
Making a Clear Offer
Budgeting a Google ads campaign is vital when working with Google ads for lawyers. Purchasing search ads utilizing specific keywords that correlate with your website’s content without spending outside your means allows you to get the most out of your advertisements. However, if a law firm spends a lot of money on Google ads and writes great ad copy, but their website doesn’t match the keywords properly, it won’t qualify as a top search result. It’s best to find an equal balance between ad costs, keyword relevance, and your online content. Budgeting your Google ad spending is a crucial aspect of a successful Google ads campaign and solid presence in the search engine results page for your law firm.
Why Lawyers Need a High Page Quality Score
Having a high page quality score is crucial when buying Google ads. Your Google Page quality score determines how closely related your content and Google ads are to the keywords affecting your advertisement. It often determines the price of the ad (cost per click) and its efficiency.
Your page quality score depends on the following:
● Your website’s click-through rate
● Keyword relevance relating to its ad group
● Relevance and page quality
● Ad text relevance
● Your previous Google ad performance
If your law firms website has a high page quality score, your search ad will rank higher in the search results. It will also become cheaper if your quality score remains high.
Which Google Ad Extensions Should Lawyers Use?
Using Google ad extensions in your ad campaigns is a surefire way to get the most out of your advertising campaign. They help your ads stand out while giving potential customers vital information about your services. Google provides ad extensions at no additional charge, allowing you to optimize your ads without increasing your budget.
Below are some of the best Google ad extensions for lawyers and law firms.
Sitelinks allow users to include more links under their advertisements on search engines, giving customers more ways to visit your web page.
The Call Out extension permits advertisers to include specific offers or features about their services.
These extensions allow law firms to include their phone number in their Google ads, making it easy for customers to reach out to your office to start a conversation immediately.
Location extensions enable law firms to include their office’s location in their advertisement, and can be used in conjunction with your Law Firm’s Google my Business profile to create local awareness. Google provides a few other ad extensions, but they are less relevant to lawyers and law firms. Focus on the ones listed above to get the most out of your Google advertisements.
What Is the Success Rate of Google Ads for Lawyers?
Success rates of Google ads for lawyers vary from law firm to law firm. However, a 2018 study revealed that the average conversion rate of all businesses utilizing Google ads is 3.48% on mobile search networks and 0.72% on mobile display networks. It is up to the person in charge of the ad campaign to utilize everything at their disposal to increase their Google ad’s efficiency.
If you’re having trouble creating effective Google ads for lawyers, the professionals at Legal Marketing Strategy Pros can help. Our team specializes in high-quality legal advertisements that drive more customers to your law firm. We have vast experience with Google ads campaigns and can help you get the most out of your campaign.
Take advantage of Google ads with Legal Marketing Strategy Pro’s expert advertising services. Call (941) 404-1370 and see what our team can do for your law firm today!