How Lawyers & Solicitors Can Profit From Google Adwords

As a firm of lawyers or solicitors, you have probably used or are still using Google Adwords and other PPC platforms to generate enquiries for your services. Legal fees can be high, which means the right type of enquiry can be very valuable, which means you can afford to set your maximum cost per click fairly high in order to generate those enquiries. But competition is fierce in your sector, so you are probably losing business to your competitors.

The good news for you is that many lawyers and solicitors don’t have enough expertise with Google Adwords to put together a profitable campaign. Many simply put a campaign live with all of Google’s default settings in place, and quickly burn through budget with poorly targeted keywords, badly-written ad copy and an inefficient bidding strategy. If you know what to do, you can rise above the competition pretty easily, and in this article I’m going to show you how:


1) Narrow down your location settings

Many Solicitors only cover certain parts of the country. For instance, you may only want enquiries from the South West of England, but your location settings are set to the whole of the UK by default whenever you create a new campaign. You can narrow down your location targeting by going into your account settings and choosing to add or remove locations:

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You should then go into your advanced location settings and change the targeting option to ‘only people in my targeted locations’. If you leave the default ‘target people who are in or viewing pages about my targeted location’ you will potentially be paying for clicks from all over the world, even though they are very unlikely to convert into genuine enquiries for your business.


2) Use site link extensions

Most of your competitors in this space are not using site link extensions. You may not even be aware of what they are. Have a look at this search I did for ‘local solicitor’. So many things are wrong with so many of these ads, but what really stands out is that none of them are using site link extensions:

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Site link extensions give you more room for ad copy, adding links in blue to the bottom of your ad which can direct visitors to different pages on your website – maybe for different services you provide like Divorce, Employment Law or Personal Injury. The most important function of site link extensions is to increase the space your ad takes up in the search results. Compare the top 2 results above to this ad, which does utilise site link extensions:


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3) Get a mobile-optimised version of your website

You can get a mobile version of your website done for as little as £500, and it can seriously boost your conversion rate from click to enquiry. A good mobile experience is essential these days as mobile traffic is growing at a rapid rate. More and more people are finding your website from their smartphone. And consider this – if you use social media to promote your services, how do you think most people access Facebook and Twitter? Yep – from their mobile phones. Any links you place on social media are going to be viewed mainly from smartphones so your site better be mobile-optimised to take advantage of this.


4) Use click-to-call

An inbound phone call to your business is far more valuable to you than an online legal enquiry which you have to then call back. By making that call, the customer is expressing more of an interest in your services. If you call back a web enquiry, they may not be able to answer. After a few tries you may give up, or they may apply elsewhere. A click-to-call campaign solves this problem and is very easy to set up from within your Adwords dashboard. Simply click the ad extensions tab, add a call extension to show only on mobile phones, and set the extension to appear only during your opening hours when there is somebody manning the phone.


5) Use longer phrases for better ROI

You can bid on generic terms like ‘accident advice’ and ‘divorce lawyer’, but these are expensive terms to bid on, and if you broad match on these without an extensive negative keyword list you will waste money. You will waste money on things searches like ‘divorce lawyer in Manchester’ if you are based in London. You will waste money on ‘accident advice cold call’ or ‘accident advice complaints’, or even ‘car accident repair advice’. Longer tail key phrases are cheaper as there is less competition, and it allows you to focus right in on your ideal customer. You may specialise in ‘road traffic accidents’, or you may prefer to deal with people who have had an accident at work. The beauty of Adwords is that you only have to spend money on keywords that you choose to advertise on.


If you want to find out more about how your company can profit from Google Adwords, book your free 15 minute consultation with me now



About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.

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