Getting leads that turn into cases is paramount for any law firm. Any Google Ads manager that has a decent knowledge of setting up a search campaign can help you generate quality leads using Google Ads. It takes an expert to know how to get more qualified cases year after year.
Over the past several years, I have helped a wide variety of law firms generate more cases.This article will give you the 4 key factors I have used to get higher quality leads that turn into cases.
Know Your Target Audience to Inform Your Targeting
It sounds simple, but it’s very easy to get distracted. Before I even start to create campaigns for a law firm, I like to figure out what service they provide and who their ideal clients are.
This can be as simple as writing down what type of law you practice and key information about your ideal client. If you’ve been practicing law for a significant amount of time, this should be very easy for you to do because you intimately know what distinguishes a good client from a less than ideal client.
After that is done, I like to make a list of keywords that relate to your target audience. More is better to start with because you can always narrow down your list and swap in different keywords overtime. Though what you should have is a bunch of different keyword themes to test and refine.
If you’re working with an experienced digital marketer, they will be able to determine the level of intent behind these keywords to figure out what type of content you should advertise to them to either convert them on the spot or later on as you nurture them.
Furthermore, you can use the information you wrote up about your ideal client to narrow your campaign’s target settings. There might be certain locations, times of days, in-market audiences, devices, and so forth that have more qualified traffic which you can focus your efforts on.
Determine Which Keywords Generate The Most Cases For You
Knowing where your cases come from is probably one of the most important factors to your law firm’s success. Fortunately with the right utm tracking, you should be able to suss out which keywords generate cases for you and which ones don’t.
This sounds like a no brainer, but here are few prerequisites your account needs in order to figure out which keywords generate more cases for you:
- Conversion tracking to see which keywords generate calls, chats, and form fills
- UTM tracking to track back a given keyword/campaign’s results to a given case
- A significant amount of case data either over 180 days or +50 cases
- A significant amount of website traffic for the same keyword (at least 2000 impressions or 50 clicks – though more data is always better)
If you’re having trouble determining where your cases are coming from, please feel free to book a free consultation with us and we can help you out.
When you do figure out where your cases are coming from, the next step is pretty simple. You’ll want to get as much market share as possible on the keywords that are generating cases while either pausing or pulling back on keywords that either don’t generate cases for you or generate cases at a very high acquisition cost.
The idea is that overtime you will want to get as much traffic out of your top performing keywords as possible while looking for future top performers.
Give Prospects a Reason to Choose You
According to the American Bar Association, there are over 1.3 million lawyers in the US. Marketing is the lifeblood of any law firm because it’s crucial to keep new business coming in. Though showing up is only half the battle on Google Ads, to get more qualified leads you need to give higher quality prospects a reason to do business with you.
We like to ask our client’s what their ‘so what’ factor is for that reason. There are plenty of different ways for you to differentiate your law firm from the competition, though it is important to differentiate yourself in a way that is most appealing to your more qualified clientele.
To start off with, it’s usually great to have testimonials, past results that relate to your prospect’s case, and useful information on your service to set the expectation with your prospects. That alone should differentiate you from your competition that doesn’t have any of those differentiators to start with.
After that it can be tricky, but we find that it’s good to do the following to further differentiate yourself:
- Ask past clients why they choose you and for their feedback.
- Consider your pricing vs the market. If you don’t make your clients pay unless they win for example.
- How much you have won on particular case types
- Where you practice law and what defines your reputation in that region
- Consider why you lost qualified cases to your competitors
Once you know what differentiates you, it’s a good idea to review your marketing content (ads, landing pages, videos, etc) with your team and make sure that these key differentiators are incorporated.
If you’ve gotten this far into our article, it might be worth considering how effective your current Google Ads manager is. They don’t necessarily have to be an experienced lawyer or know the ins and outs of the law. They should be someone that you can rely on to get more cases with their in-depth knowledge of managing Google Ads accounts. Furthermore, they should be able to understand what differentiates your firm from the rest.
Have an Experienced & Compassionate Google Ads Manager
We wrote an article that gives more details on what we think distinguishes a masterful Google Ads manager from the rest. That being said, here are some key soft skills that your Google Ads manager should have to help you get more qualified cases:
- Effective Communication – especially when it comes to your results, what’s generating cases for you, and how they intend to generate more cases in the future.
- A basic understanding of Google Ads management concepts such as keyword research (detailed above), ad creation/testing, account maintenance, reporting, and more (detailed in our previous article).
- A track record of success with prior law firms (bonus points if they have success with you or with a law firm that has a similar speciality).
Final Thoughts on Finding Quality Leads on Google Ads
Generating Quality Leads on Google Ads that lead to more cases can be tough at first, but with the right Google Ads manager it should be very easy. Over the years we have found that it is very easy to generate cases as long as you have the right marketing processes in place.
If you need help generating more cases or have any questions about your account, then you should book a free consultation with us today. We would be happy to help!