Law Firm Marketing: How Law Firms Can Use Google Ads to Get More Clients Online

Google Ads is one of the most effective marketing channels in online marketing. Of course, Google Ads is also interesting for lawyers and law firms. Many law firms shy away from relying on this marketing channel. Too expensive, too inefficient, not the right mandate requests. And it’s true: Google Ads (and Microsoft Bing) on ​​topics related to legal advice and law firms is relatively expensive.

Internet competition among lawyers is fierce

The high level of competition usually goes hand in hand with expensive keywords. Every lawyer in the area is bidding on the same terms and is hoping for profitable mandates. Because Google Ads is ultimately an auction, this drives the click prices for promising search terms such as “criminal defense attorney Munich” beyond the €5 mark, mind you.

With Google, it is comparatively easy for any law firm to reach potential clients online, but it is expensive because everyone is struggling to be at the top of search results.

Getting qualified seekers is a challenge

The broad subject matter and the associated number of search terms and target groups make it complex to distinguish relevant search queries from irrelevant ones.

In addition, the search for the right law firm and the right lawyer can take some time. Therefore, the so-called customer journey can belong and winding, which also does not make it easier to align the advertising campaigns.  

Many law firms still do not really trust law firm marketing with Google Ads in view of these challenges. 

This is a missed opportunity because if you use Google Ads precisely tailored to your own law firm’s needs, Google Ads can be extremely efficient.

10 online marketing tips for lawyers and law firms

As a lawyer, you increasingly win new mandates online via your firm’s website. Over 95% of all searches in world are made via Google. With our marketing tips for lawyers and law firms, you can ensure that your law firm is found when you search the Internet for the areas of law that you cover.

Because as a lawyer, you are exposed to strong local competition. In order to assert yourself against the competition, the question is actually not only whether you use Google AdWords for your law firm marketing, but whether you are using your online advertising budget efficiently.

#1: Differentiation

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it is 24-hour emergency service, free video & chat advice, or your great reputation, make the benefits of your law firm clear out.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better.

#2: Prioritize Calls

For lawyers and law firms, the phone is still the most important way to get in touch. A phone call is worth a lot more than a click on a website. High-quality leads, in particular, tend to pick up the phone. 

So what can you do to direct more phone calls to your law firm via paid search?

Use call extensions

Call extensions add a phone number to your ads, which can increase your click-through rate. When a call extension is visible, users can tap or click a button to directly call your law firm. This enables you to get and track more conversions.

Google Ads will set up automatic call extensions if your website has a phone number, and users’ calls are one of your business goals.

Take advantage of call ads

Call ads are designed to encourage users to call your office. They are only delivered on devices that can be used to make calls. When a prospect clicks or taps the ad, they can call you right away.

This eliminates the often unnecessary step of visiting a landing page, and you can connect the searcher directly to a lawyer via the search results. 

If people are looking for a lawyer on your phone, chances are you’ll want to call one. This is why most of the time, call ads to work very well. 

Use call tracking

Call tracking provides a lot of valuable information about incoming calls and shows your marketing campaigns’ actual results. Call tracking enables dynamic phone numbers to be used on your website.

Incoming calls can, therefore, not be measured but also assigned to the individual users. With integration with Google Analytics, you can see the exact source of a call. For example, the Google Ads campaign and the Google Ads keyword.

With call tracking, you combine offline and online advertising into a holistic analytical system with which you can fundamentally improve your marketing. 

With call tracking, you can see which marketing measures and which lead generation are really effective. This minimizes expensive wastage and increases the success of your law firm’s advertising activities.

Focus on mobile users

In practice, many calls from potential clients can only be made from a smartphone. Either because you have to be in a hurry, because you are on the road, or want to have a confidential conversation.  

If your law firm wants to get started with Google Ads on a budget, you should focus your smartphone advertising. Increase your bids on your mobile phone by 200-300%, systematically outbid the competition, and address users who are much more willing to contact your law firm.

You reach them

Make sure you are available 24/7. Experience has shown that advertisements that refer to a law firm’s 24/7 emergency service work particularly well.

If your law firm cannot be reached around the clock, we recommend an appropriate advertising schedule.

The use of an advertising schedule is particularly useful if you primarily offer your telephone number as a response option and only want to be contacted during office hours. With the default settings, your ads will show through Google Ads at any time of the day. For example, by creating a custom advertising schedule, you can only plan your ads for working days from 9 am to 5 pm.

#3: Pick the Right Keywords

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

#4: Use Videos on Your Website

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

Law Firm Marketing Tip #5: Make Use of an Online Chat System

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

#6: Invest in Building a Memorable Brand and Use Display Ads

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

#7: Make Use of Remarketing

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

#8: Don’t Forget Bing

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

#9: Use Conversion Tracking

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

Law Firm Marketing Tip #10: Stay Tuned!

To be successful in search results, you need to stand out somehow. 

You need to provide a reason why a searcher should choose your law firm over the attorney next door – whether it’s 24-hour emergency service, free video & chat advice, or your great reputation, make clear your benefits.

One additional piece of advice: don’t get obsessed with spying on your competition. Just check out their website and ads and make yours better; it’s that simple.

Conclusion

It would be a failure not to test Google Ads as a marketing channel for your law firm. Usually, noticeable successes can be achieved with a manageable budget.

It is important that your law firm is clearly positioned in combination with attractive and error-free campaigns.