I’ve been helping Law Firms like yours to consistently get new paying clients on a weekly basis by leveraging Google’s paid marketing platform, Google Ads.
I’ve been doing this since 2012, during this time I have gained powerful insights into how to achieve great results for Lawyers providing Family Law & Immigration services.
So, what do I mean by results?
RETURN ON INVESTMENT.
Getting a return on your investment is my primary focus when running a Google Search Campaign.
The goal of this post is to help you setup your Google Ads campaign that will generate new clients on a weekly basis for you.
So, what’s the catch?…
There is none. Only to gain your trust by providing you with actionable advice that helps your business grow.
Implement what I’m sharing with you and you will have a successful Google Ads campaign that fills your calendar with new consultations.
Whether you have the time to implement this yourself is totally up to you.
If you do… Great! If not, then you may know a guy who can help 😉
Knowing Your Audience
Using your own experience you will know key demographics about your typical clients.
For example, how far is someone prepared to travel to your office for their consultation?
If you are based in a major UK city, start by targeting no further than 6 miles around your office location, simply due to competition.
When setting up you target locations use 3 radiuses around your location: 2 miles, 4 miles and 6 miles.
This setup over time will allow you to monitor how each area performs in terms of generating conversions (consultations) and dictate how aggressive your location bid adjustments should be.
For example, it’s common to see more conversions come from areas closest to your location, therefore you can adjust your location bids to bid higher on the radius generating the most leads for you.
Set your location settings like this
*** Important ***
If you’re starting a new campaign use “Manual CPC” bidding strategy.
You want to have maximum control over how much you are prepared to pay for a click. Google will happily spend your money using their automated bidding strategies such as “Maximise Clicks” which will lead you to paying the highest price possible for your clicks.
Here’s an example:
Say you have a daily budget of £50 and you use Google’s automated bidding strategy Maximise Clicks. Google could and will most likely spend your daily budget within 2-3 clicks, paying a higher Cost Per Click than you would otherwise using Manual CPC where you can set a limit.
If you don’t know your campaign conversion rate and have yet to work out your lead to booked consultation percentage this is the best strategy to begin with.
Having tested this on hundreds of campaigns, Manual CPC always outperforms an automated bidding strategy like Maximise Clicks
I’ll emphasise this once more… start with Manual CPC.
There are so many ways to setup the structure of a Google Ads Campaign, the method I’m about to explain has worked consistently for all my clients creating wildly successful results. This setup is called Single Keyword Ad Groups, also known as SKAGs.
What is a SKAGs Google Ads setup?
As the name suggests, it’s one keyword per Ad Group.
But what keywords should you use? Ask yourself the following question:
“What are the smallest number of words someone may type to find your services?
No. This is an extreme example to make a point. Clearly “lawyer” is far to broad especially if you are a specialist in a certain field of law such as family law.
If you are promoting your divorce law services then you want to start with the following single keywords:
This is a good starting point that is much more specific and indicates someone is seeking something to do with a Divorce Lawyer.
Let’s get started by building your first Ad group.
Create a new Ad Group within your campaign and call it Divorce Lawyer.
Inside that Ad Group add our single keyword using the 3 match types, e.g. +, “ “, [ ] Just like this:
And after you’ve done that, your keyword structure for the Divorce Lawyer Ad Group should look like this:
Repeat this process with the following Keywords:
Ad Group Name:
Ad Group Name:
Ad Group Name:
I’m going to share the exact Ad copy that has been successful for me.
But first, there are some things you should know and remember when writing your ads which are:
Try to include a Call To Action (CTA) within your Ad’s headline – I have tested this across 100s of campaigns and Ads that have a CTA in the headline get a better Click Through Rate (CTR). Meaning people will chose to click your Ad over your competitors.
Use as many Call Extensions as possible – They help your ads take up more real estate in search results. Get your ads to dominate in size over your competitors for a better chance of attracting the click from a potential client.
Always create a minimum of 2 ads to test against each other – I like to test the headlines and I typically create 3 ads per ad group in this type of setup:
- Text Ad
- Expanded Text Ad
- Responsive Search Ad
Here is the exact ad copy I have used to get high click through rates:
Expert Family Solicitors | Get Your Free Consultation
Contact Us Now for a Free Consultation & Expert Family Disputes Advice!
Need A Family Solicitor? | Contact Us 24 Hours A Day | Free Consultation
Contact Us Now for a Free Consultation & Expert Family Disputes Advice!
No-Nonsense Divorce Lawyer | Book Your Consultation | YourCompanyName
Highly Successful Divorce Lawyers & Separation Specialists In Location With No Hidden Fees. Contact Us Now To Book Your Consultation With Our Divorce & Separation Specialists.
No-Nonsense Family Lawyer | Book Your Consultation | YourCompanyName
Highly Successful Family Lawyers & Separation Specialists In Location With No Hidden Fees. Contact Us Now To Book Your Consultation With Our Family Lawyer.
Need A Divorce Lawyer? | Get A Free 30min Consultation | YourCompanyName
Highly Successful Divorce Lawyers & Separation Specialists In Location With No Hidden Fees. Contact Us Now For A Free Consultation With Our Divorce & Separation Specialists.
Feel free to use these ads or tweak them to match your unique selling points and your business details. You will need to swap out the following:
Negative Keywords (NKL)
You need to eliminate as many non-purchase intent keywords as we can to make the most out of the daily budget.
I typically split my lists up into themes/categories as this allows me to easily find a keyword should I want to reevaluate it at a later date.
For anyone who has read this far, I’m going to save you the trouble of researching and wasting your budget on search terms that don’t convert. You can download my negative keyword lists that I have spent the best part of 2 years compiling.
These lists are free for you to download and will save you £1000s over the course of your campaign.
Remember, the idea of the NKL is to utilise your daily budget as much as possible on relevant search terms that result in enquiries. This step is vital!
This is the last step in the setup and is the most important step.
The ability to measure your campaigns performance is the only way to measure your ROI. Without it, you can’t optimise the performance of your Google Ads campaign.
In our setup a “conversion” is an enquiry made either by a phone call or by contact form submission.
To track phone calls you will need to install a tracking number on your website and while this may sound daunting call tracking companies like CallRail make this a very simple process.
They allow call tracking and more recently form tracking on your website or landing page. All by inserting one small piece of code onto your website.
Another option for form tracking is to create a conversion within Google Ads and works well if you have a Thank You page upon form submission. To set this up go to:
Tools & Settings > Conversions > Create New Conversion > Website
Then simply fill out the details and paste the code on your Thank You page.
If you don’t have a Thank You page upon form submission then you can get a custom code built by the development team at Google. You just have to call them and explain.
Just to reiterate you must, must, must track conversion to measure your ROI.
Website Vs Landing Page
Where should you be driving your paid traffic to?
Answer: Send them to a page that matches their search intent and provides them with a clear action to take (such as scheduling a consultation).
If someone is searching for a divorce lawyer, send them to your divorce law service page and not your homepage.
In all the campaigns I run, I build a landing page separate to the website that focuses on a single specific, does not have navigation links and only as one primary call to action “book a consultation”.
Remember, whatever page you are sending your visitors to make sure it:
- Matches their search query
- Has an obvious Call To Action and a way to get in touch
- Displays a consistent message with what they saw in your ad
I’ve used this set up successfully in the legal industry for over 3 years now and it continues to generate leads for my clients on a daily basis.
Here are some screenshots that I took from two of my clients campaigns showing the:
Average Cost Per Click
The Number of Conversions
The Cost Per Conversion (Enquiry)
Both these clients are in a highly populated UK city where competition high.
Client 1 (90 Days)
Client 2 (30 Days)
Let’s put this into context. A typical CPC for a divorce keyword typically goes for £10-£50 so you can imagine the cost savings to our clients when we are getting clicks at £6-£11 (50% less than what their competitors are paying).
The cost for an actual enquiry is between £34 and £52. Remember with the help of our Negative Keyword Lists these are qualified enquiries who are serious about booking a consultation.
If you’re interested in learning more about building a highly profitable Google Ads campaign for your law firm, feel free to contact me and I’ll be happy to help answer any questions you have.