Guide to Google Ads for Law Firms

Goal: To attract high-quality, marketing qualified clients through Google Ads. Strategy: You need a targeted approach that speaks directly to individuals seeking legal assistance for the specific service you would like to generate leads for. In this example, we will focus on clients seeking help with divorce. Here’s a step-by-step guide to effectively reach and attract potential divorce clients:

1. Keyword Research and Selection

• Identify Relevant Keywords: Research keywords that individuals might use when looking for divorce legal services, using qualifying words and phrases to really focus on the types of clients you wish to attract. Examples include:
  • “Divorce attorney near me”
  • “Best divorce lawyer”
  • “Affordable divorce lawyer” (…don’t use this one if you don’t want low-budget clients)
  • “Divorce legal advice”
  • “Family law attorney”
• Use Keyword Tools: Employ tools like Google Keyword Planner (in Google Ads), Ahrefs, or SEMrush to discover additional relevant keywords, analyze search volumes, and gauge competition levels.
• Long-Tail Keywords: Use longer phrases that are more specific and typically less competitive, such as “contested divorce attorney in [City]” or “experienced divorce lawyer for high-net-worth individuals.”

2. Create Targeted Ad Campaigns

• • Search Network Campaigns: This campaign type will show ads to users actively searching at that moment for divorce-related terms.
    • Pros: Ensure your ads appear when potential clients are actively seeking divorce legal services. Easy to create these ads, which are primarily text-based.
    • Cons: Typically more expensive than Display campaign in terms of Cost Per Click.

• Display Network Campaigns: This type of campaign will place banner ads on websites frequented by individuals seeking family law information or divorce support. Target content related to family law, divorce recovery, or legal advice.
  • Pros: Image-based ads allow you to stand out from the competition, show off your firm’s unique qualities, and convey more information than a typical Search ad. Generally lower cost in terms of Cost Per Click, allowing you to reach a wider audience within a given budget.
  • Cons: Producing image-based ads is more time consuming and requires a graphic designer. Ads are not shown in quite as timely a manner as with Search campaigns.
• Retargeting Campaigns: Show different ads to potential clients who came to your website but did not yet convert. This is a great way to bring their attention back to your brand, showcase another benefit of working with you, and get them to take action.

 

• Bidding Strategy is also important, to help train the platform to achieve your goals. You can direct Google Ads to focus on Clicks, Conversions, and more.

 

3. Utilize Ad Extensions

• Call Extensions: Add a phone number to your ads so potential clients can call you directly. This is particularly useful for individuals who prefer immediate legal assistance.
• Site Link Extensions: Include additional links in your ads to specific pages such as “Our Divorce Services,” “Client Testimonials,” or “Free Consultation Request.”
• Callout Extensions: Highlight unique selling points like “Experienced Divorce Attorneys,” “Free Initial Consultation,” or “Compassionate Legal Support.”
• Structured Snippets: Use structured snippets to showcase specific aspects of your services, such as “Divorce Types: Contested, Uncontested, High-Asset.”

4. Refine Your Targeting

• Location Targeting: Focus on geographic areas where potential divorce clients are located. Adjust your location settings to target cities, regions, or states where you offer your services.
• Language Targeting: Generally it is a good idea to ensure your team speaks the same language as the leads you are attracting.
• Demographic Targeting: Use demographic targeting to reach individuals who are more likely to be seeking divorce services. Consider targeting by age, gender, or income level, depending on your firm’s focus.
• In-Market Audiences: Target users who are actively searching for divorce-related information. Google Ads offers in-market audience targeting to reach individuals showing high intent in divorce or family law services.

5. Craft Compelling Ad Copy

• Address Pain Points: Focus on the specific challenges and concerns of individuals going through a divorce. Highlight how your services can help them navigate the process smoothly and fairly.
• Use Strong Calls to Action: Include clear CTAs such as “Schedule Your Free Consultation,” “Get Expert Divorce Advice,” or “Contact Us for Immediate Help.” Clearly explain the benefits of taking this action, and what will happen next once they do (set expectations for how long it will take to hear back, for example).
• A/B Testing: Run A/B tests with different ad copy variations to find out which messages are most effective. Test different headlines, descriptions, and CTAs.

6. Optimize Landing Pages

• Relevant Content: Ensure the landing page is tailored to divorce clients and provides relevant information about your services. For instance, if the ad promotes a free consultation, the landing page should clearly outline how to request it and what to expect.
• Clear Conversion Paths: Make it easy for potential clients to take the next step, such as scheduling a consultation, calling your office, or filling out a contact form.
• Mobile Optimization: Optimize your landing pages for mobile devices, as many users may access your site via smartphones or tablets.

7. Monitor and Adjust

• Track Performance: Use Google Ads reporting tools to monitor the performance of your campaigns. Track metrics like click-through rate (CTR), conversion rate, and cost per conversion.
• Adjust Bids and Budget: Based on performance data, adjust your bids and budget to maximize your ad spend. Increase bids for high-performing keywords and reduce spend on underperforming ones.
• Refine Targeting: Continuously refine your audience targeting and keyword selection based on performance insights and emerging trends.

These strategies can help you effectively use Google Ads to attract clients seeking divorce legal services, driving qualified traffic to your site and generating valuable leads for your practice.

Does all this sound like a lot of work or a large learning curve? Nexus can handle campaign management so you don’t have to. We will work with your team to create ads and targeting tailored to the unique needs of your practice.