Google ads hold a lot of potential for law firms. So when you invest $1,000, $5,000 or $10,000 a month, you expect to see results. In fact, I would say that you are actually entitled to see results for that kind of outlay.
Yet many law firms are very dissatisfied with the return on investment they are getting on their Google Ad spending. As the founder of a marketing firm with extensive experience preparing Google ad campaigns for law firms, I can suggest three likely reasons that you might not be seeing a good ROI on your Google Ads.
Your Keywords May Be Off
One thing to check first is to see the keywords your firm is actually showing up for. For instance, estate planning law firms often show up for the term “real estate lawyer.”
Divorce lawyers need to be aware that one of the most popular search terms in their field is “pro bono child support lawyer.” Clients looking for this term may not be the ones you want to target. The bottom line is that you need to be sure you are targeting the right keywords with your Google Ads.
You May Be Targeting the Wrong Geographic Areas
Google Ads offer the ability to pinpoint your campaigns, and you should take advantage of this opportunity. Spending marketing dollars on ads seen by people who are just too far away doesn’t make sense. Similarly, there are neighborhoods where you are not likely to find clients for your law practice, and it doesn’t make sense to waste money advertising in those areas.
You May Be Letting People Down When They Click
One of the most important reasons law firms don’t get a strong ROI from Google Ads is that they have not spent enough time investing in the “post-click experience.” If someone clicks on your ad, will they be directed right to the information they’re looking for? Or are they sent to a page with general information that may not seem at all relevant?
Remember that everyone is in a hurry. When they click on your ad, they should immediately land on a page that provides a clear and compelling reason they should contact you. In many cases, it makes sense to create a landing page for a specific ad or topic. Otherwise, you may be simply wasting those expensive clicks. If a potential client can’t immediately see how you could help them, they will soon move on to something else.
Google Ads Carry the Potential for Confusion as Well as Profit
Google Ads can operate like a slot machine if you don’t understand all the complexities. With the right campaign, you can win a huge return on your investment. But if your campaign is not targeted correctly, you can just keep feeding money into the machine getting only a pittance in return.
Unlike a slot machine, however, you are not actually dependent on luck to see profitable results with Google Ads. Take the time to investigate the details—or hire a legal marketing firm that has already amassed considerable experience in this area so you don’t have to reinvent the wheel.
At LaGrande Marketing, we know the strategies that work and don’t work when it comes to Google Ads for law firms. If you’d like to know more about what we can do for your firm, just give us a call.