6 Tips to Get Qualified Leads
Are you a lawyer looking to use Google Ads to get more clients? Then check out these 6 tips for creating an effective campaign that will help you get qualified leads. Google Ads can be a great tool for lawyers if used correctly, so read on to find out how to make the most of it!
Define your audience – who are you trying to reach with your ads?
When it comes to crafting effective ads, one of the most important steps is defining your target audience. Knowing who we’re trying to reach with our message helps us think more strategically about where and how our content should be placed. Our target audience can include anyone from existing customers to target demographics and areas. You should narrow our audience down to target people most likely to benefit from working with you. Here are a few criteria you should consider:
- Your service area
- The legal practices you focus on
- Your past consumer demographics
- Actions your target audience takes before they look for a lawyer (going to the hospital, getting their car repaired, speaking to an accountant, etc)
The benefit lawyers get from using Google Ads is being able to capture intent. Lawyers can bid on keywords for people that are looking for your service (ex. car accident lawyers near me). The issue is that you have a lot of competition and you could waste thousands of dollars if you’re not bidding for the right terms or the right people. That’s why it’s so important to define your audience.
Research your keywords – what terms will potential customers use when searching for a lawyer online?
After defining your audience, this should be pretty easy for you. Especially if you are a lawyer. Consumers use a variety of terms when searching for legal advice and assistance, which is why it’s important for lawyers using Google Ads to understand their intent. Finding the right term should be based upon whether the term is transactional or discovery to start off. Transactional terms for lawyers would be something like “car accident lawyer near me” where the person is looking for someone to provide service soon. While discovery terms are terms people use to do research to narrow down their options later on like “how to find the right accident lawyer”. We recommend you create an initial list of ideal terms then use Google’s keyword research tool to find similar terms.
The other thing you should consider is how much your keywords cost per click. Google Ads for lawyers is very expensive because of how competitive the space is and how profitable it can be. You can go into Google Ads and use the same keyword research tool to determine your bids. That way, you can consider how much the traffic you get form Google will cost you vs the potential return. If you need help with this exercise, please feel free to contact us today.
Set a budget – how much are you willing to spend on Google Ads each month or week?
Setting a budget for Google Ads is an important part of the success of your marketing strategy. Ideally, it should depend on how much you can realistically afford and your potential return vs your cost. Evaluating your budget regularly is essential to make sure that you’re getting the most out of the leads you generate from your campaign.
If you’re getting started, it’s great to have a smaller budget and work on your cost efficiencies. Then once you have data on the return you get from your budget, you can gradually scale your account.
If you already have this data, that’s great! You’re ahead of a large portion of lawyers advertising on Google. That means you should look for new keywords and scale your current campaigns.
Write effective ad copy – make sure your ads are clear, concise, and persuasive
Crafting effective ad copy is an essential skill for any digital marketer. Ads must be clear, concise and above all, persuasive if you want to successfully capture your audience’s attention. When writing your ad copy, make sure that your message concisely articulates what sets you apart from other lawyers. Encourage readers to take action with a strong call-to-action by making your next step clear. Keep copy on point and draw readers in by emphasizing the value of what it is you have to offer. Once you have a compelling ad that resonates with customers, updates can be tailored as necessary based on feedback and evaluation of the target audience’s response.
Use negative keywords – this will help ensure that your ad is shown to relevant searchers
A crucial tool for Lawyers on Google Ads are negative keywords. Including negative keywords into your campaigns helps you filter out unqualified search traffic to focus on higher intent clients. This will not only save you money by eliminating any wasted clicks, but it will also increase the quality of the traffic that you receive on your website. Knowing who you don’t want to see your ads is just as important as knowing who you want to see your ads. The savvy marketer will negate initial keywords (and audiences) early on then continue to add additional negative keywords based upon the initial performance data.
It’s a win-win for everyone – so don’t miss out! Start utilizing negative keywords today and watch your lead quality improve!
Target specific locations – if you only practice law in certain states or cities, target those areas with your ads
As a lawyer, it is important to practice law in areas that you are familiar with and where you are able to build a strong reputation. Through targeted advertising specifically for those locations, you can create an additional layer to your marketing strategy. The ad content should be tailored to your service area, making it more engaging and personal for local customers. It sounds obvious, but it can take some time and iteration because each location has it’s own nuances. Being specific about the area you serve in your targeting and ad copy can help improve performance overtime.
If you follow these six steps, you’ll be well on your way to generating qualified leads on Google. But if you need more help, we’re here for you. Book a free consultation with us today and we’ll go over how to get started on Google and how to get better results.