If you want to do marketing for lawyers, Google Ads, and Facebook Ads can be very powerful tools.
Every day, many people search for lawyers on Google. If your law firm appears on the first page of Google, you have a great opportunity to attract new clients. Facebook Ads campaigns can also be very effective, as ads can be shown to users interested in legal services or to users with similar behaviors. You can even target ads to clients whose emails you already have through Facebook Ads.
The goal of these campaigns is for a user interested in the law firm’s services to leave their details in a web contact form, request a quote, or make a hiring decision.
In this article, you will learn some tips on how to create campaigns for lawyers, manage ads, keywords, and audience targeting.
Tips for Creating a Marketing Campaign for Lawyers
Geographic Targeting for Ads Campaigns
When people need a lawyer for personal matters, in-person meetings are often preferred. Therefore, campaigns should target a radius of no more than 20 kilometers from your office location. This prevents wasting money on clicks from users who are too far away to visit the office.
Segment Google Ads by Campaign
If the law firm offers multiple services, it’s recommended to create separate campaigns for each service. For example, if the firm handles divorce, labor law, car accidents, legal advice, etc., each service should have its own Google Ads campaign.
Optimized Landing Page
Each service campaign should direct users to a dedicated landing page. For instance, someone searching for “labor lawyer” should land on a page detailing labor law services, not divorce services.
Google Ads Ad Extensions
Law services are highly competitive. The more prominent your ad, the more likely users will notice it. Use ad extensions to provide complete information about your services and increase engagement.
Search Terms in Google Ads
After your campaigns are running, monitor search terms that trigger your ads. This helps prevent spending money on irrelevant clicks, which should be added to negative keywords. High-converting terms can be added as positive keywords.
Facebook Ads Retargeting for Lawyers
By installing the Facebook pixel, you can track visitors to your website and show them law firm ads on their social media feeds.
Start Campaigns by Driving Website Traffic
Start Google Ads campaigns with a “Maximize Clicks” strategy to help the algorithm identify users most likely to convert. Once you get traffic and conversions, switch to a “Maximize Conversions” strategy. Similarly, begin Facebook Ads with traffic campaigns and later change to conversion objectives.
Competition
The legal sector is highly competitive in Google Ads, requiring a significant monthly budget. The number of competing law firms affects cost-per-click (CPC). Keywords for specialized services with higher fees often require higher investment.
Landing Page Form
Forms should include fields for name, phone number, email, and a description of the user’s legal issue.
Contact Potential Clients Quickly
Contact clients as soon as possible to prevent them from reaching competitors. Someone providing their details is ready to seek legal services.
Google Ads Restricted or Prohibited Policies
Some legal services, such as debt claims or credit services, may be restricted or prohibited by Google Ads. Special certification may be required to advertise these services.
Following these tips will improve the performance of Ads campaigns for lawyers. Remember, campaigns require time—Google Ads campaigns usually take at least three months to optimize fully. Once the algorithm identifies high-converting users, switch to a “Maximize Conversions” or CPA strategy. Marketing campaigns for lawyers increase inquiries and visibility. At Dos Setenta, we have experience in this sector and can provide a free audit of your website or create a tailored website for your services. We also work with SEO techniques to boost online visibility. Start your Ads campaigns for your law firm today!
