The legal industry operates in a highly competitive market where visibility and timing are critical. Whether you’re a law firm, legal consultant, or another professional within the field, Google Ads is a powerful tool for connecting with potential clients actively searching for legal services. With careful planning and management, your legal practice can attract high-quality leads and stand out from the competition. At JSMT Media, we have extensive experience running successful Google Ads campaigns for various industries, including the legal sector. Below, we outline the key considerations for building and managing a high-performing Google Ads campaign tailored to the legal industry.
What Can Google Ads Do For Your Legal Practice?
Google Ads helps lawyers, attorneys, and legal professionals connect with clients at critical moments, enhancing visibility and driving inquiries.
- Generate New Client Leads: A carefully managed PPC campaign can increase inquiries and maximize your return on investment. Many of our campaigns achieve double the industry-standard conversion rate.
- Increase Your Law Firm’s Visibility: Appear at the top of search results when potential clients search for terms like “corporate attorney near me” or “legal consultant for startups.”
- Targeted Reach: Display ads to users based on specific locations, demographics, or specialized legal needs, ensuring your services reach the right audience.
- Highlight Key Practice Information: Use ad extensions to include your phone number, address, practice areas, and operating hours directly in the ad.
- Facilitate Immediate Action: Features like click-to-call make it easy for prospective clients to contact you, streamlining the connection process.
Control Advertising Costs: Set budgets and bid strategically on high-performing keywords, ensuring your ad spend goes toward meaningful leads.
Google Ads for the Legal Industry: Key Considerations
Address these critical questions to maximize the effectiveness of your Google Ads campaign:
When Should I Run My Ads?
Ensure your ads run when potential clients are most likely searching for legal services. For instance, corporate clients might search during standard business hours, while individuals seeking legal assistance for personal matters may browse during evenings or weekends. Adjust your campaign schedule to align with search behavior and availability.
Where Should I Target Potential Clients?
Define a specific geographic radius to focus your ad spend. For example, a legal consultant specializing in compliance for financial services in New York City might target users in Manhattan and nearby boroughs. If you have multiple office locations or offer remote consultations, create separate campaigns tailored to each service area.
What Unique Services Does My Law Firm Offer?
Highlight what sets your practice apart using ad extensions. Whether you offer free consultations, specialize in niche legal fields, or provide assistance in multiple languages, make these distinctions prominent in your ads.
What Seasonal or Timely Trends Can I Leverage?
Seasonal trends or regulatory changes can impact the legal industry. For instance:
- Tax attorneys often see increased interest leading up to tax deadlines.
- Employment law professionals might experience demand spikes during major policy shifts.
- Incorporate relevant messaging to address seasonal trends or recent changes in law that may prompt client searches.
Google Local Service Ads (LSA) for the Legal Industry
Local Service Ads are a specialized form of Google advertising designed to help businesses connect directly with local clients searching for their services. For legal professionals, LSAs can be an effective way to stand out and build trust with prospective clients.
Benefits of Local Service Ads for Legal Professionals:
- Pay Per Lead: Unlike traditional Google Ads, LSAs operate on a pay-per-lead model, meaning you only pay when a client contacts you directly through the ad.
- Google Screened Badge: Displaying a “Google Screened” badge builds trust by verifying your qualifications and experience.
- Top-of-Page Placement: LSAs appear above traditional search ads and organic results, ensuring maximum visibility.
- Local Targeting: LSAs focus on users in your immediate area, connecting you with nearby clients seeking legal assistance.
- Client Reviews: LSAs feature reviews directly in the ad, showcasing your reputation and encouraging client trust.
What Sets Local Service Ads Apart from Traditional Search Ads?
While both LSAs and traditional Google Ads aim to connect businesses with potential clients, they differ significantly in structure and functionality:
- Pricing Model: LSAs use a pay-per-lead model, while traditional search ads operate on a pay-per-click model.
- Ad Placement: LSAs appear above traditional search ads and organic results, providing greater visibility.
- Verification: LSAs require Google’s screening and approval to display the “Google Screened” badge, while traditional ads do not require verification.
- Trust Signals: LSAs prominently display trust-building features like the “Google Screened” badge and client reviews, which are absent from traditional search ads.
- Targeting: LSAs are focused on local audiences and service areas, whereas traditional search ads allow for broader or more specific targeting.
- Lead Management: LSAs track calls and messages directly within the LSA dashboard, while traditional search ads require third-party tools for lead tracking.
By combining LSAs and traditional Google Ads, legal professionals can create a comprehensive advertising strategy that leverages the strengths of both formats. LSAs are ideal for capturing local, high-intent leads, while traditional Google Ads can help target broader searches or specialized legal services.
Common Google Ads Mistakes to Avoid
Running a Google Ads campaign without proper management can lead to wasted budgets. Avoid these common mistakes:
‘Opening the Faucet’
Casting too wide a net—such as targeting an entire state when your business serves a specific city—can waste your budget on irrelevant clicks. Start with a tight focus on location, demographics, and search terms, then expand as necessary based on performance data.
Getting Too Specific
Potential clients often search with general terms like “corporate lawyer near me” or “legal consultant [city].” Overly specific keywords, such as “attorney for multi-jurisdictional business compliance,” may limit visibility and reduce traffic.
Following Google’s Recommendations Blindly
Google’s automated recommendations often prioritize higher ad spend over your results. Stick to a disciplined, data-driven approach that focuses on your goals and avoids unnecessary spending.
Lack of Landing Pages
If you’re paying for clicks, ensure users land on a page optimized for conversions. Your landing page should:
- Match the ad’s focus (e.g., an ad for employment law should link to an employment law page).
- Include a clear call-to-action, such as “Schedule Your Free Consultation.”
- Be easy to navigate and mobile-friendly.
Set It and Forget It
One of the biggest mistakes in managing Google Ads is neglecting regular campaign monitoring. Reviewing performance data weekly, adjusting keywords and bids, and testing ad copy will ensure your campaign is performing at its best.
