Google Ads for Law Firms

Should Legal Businesses Pay for Google Ads?

When it comes to marketing your legal practice, one of the key considerations is whether to invest in Google Ads, particularly when it comes to paying for clicks on your firm's own name. In this article, we'll explain what Google Ads are, how they work, and help you decide whether this investment makes sense for your legal business.

What Are Google Ads?

Google Ads is an online advertising platform that allows businesses to display their advertisements in search engine results. When someone searches for a term related to your service (e.g. "divorce lawyer near me"), your ad can appear at the top or bottom of the search page, depending on the competitiveness of the keyword and your ad budget. 

One of the biggest benefits is that you only pay when someone clicks on your ad, rather than just viewing it, which is known as pay-per-click (PPC). However, one of the more debated topics is whether legal firms should pay for clicks on their own business name. This article was prompted by a request to support a legal service supplier recently.

Paying for Clicks on Your Own Name

Some law firms worry about paying for ads when someone searches for their specific business name. This is often debated because if people already know your name, why pay for traffic that might find you organically?

However, there are a few reasons why paying for ads on your name might make sense:

- Competitor Ads: Your competitors might be bidding on your firm's name. If they succeed, their ad will appear before your organic listing. Paying for ads on your own name can prevent this.

- Top of Search Results: Paid ads appear above organic listings. This guarantees that your name is always the first thing potential clients see.

- Control Over Messaging: Ads let you customise the message and highlight any unique selling points, such as specific services, free consultations, or client testimonials.

How Placement Works

The position of your ad on Google is influenced by two main factors: your bid (how much you are willing to pay per click) and the quality score (how relevant Google deems your ad and website). Higher quality scores can lower your costs per click, meaning you could appear in a higher position for less money.

When Should You Use Google Ads?

Not every legal business needs to invest heavily in Google Ads, but there are a few scenarios where they make sense:

- Competitive Markets: In crowded legal markets where organic results are dominated by larger firms or directories, ads can help level the playing field.

- Launching New Services: If you’re introducing a new area of legal practice, ads can give you a quick boost in visibility.

- Fighting for Local Clients: Local searches like "personal injury lawyer in Manchester" often trigger ads at the top of results, giving you a prime spot to attract nearby clients.

Managing Google Ads Internally or Externally

Many law firms can set up and manage their own Google Ads campaigns, especially for simpler cases like targeting their own brand name. However, for more complex campaigns, you may want to consider hiring an agency. An agency specialising in Google Ads can help optimise your campaigns, manage the costs effectively, and keep track of key metrics. This is particularly useful in competitive legal fields where poor management can lead to wasted budgets.

How Much to Spend?

There’s no one-size-fits-all answer to this, but spending too little often leads to poor results. For example, if your monthly budget is under £500, your ads might not run consistently enough to make an impact. However, if you’re spending £3,000-£5,000 per month, you’ll typically see better results in more competitive markets. The key is to start with a reasonable budget, test results, and adjust as needed.

Agency Management Fees

If you work with a marketing agency, the typical management fee ranges from 10-25% of your monthly ad spend. Many agencies will also charge a set-up fee if you're starting from scratch, or for time analysing existing campaigns and data. It’s worth noting that some agencies will also have a minimum fee for managing Google Ads. This often puts off smaller firms and those who wouldn’t generate significant income for the agency.

Key Metrics to Track

When running Google Ads, it's important to monitor key performance indicators (KPIs) to ensure your ads are working. Some important metrics to consider include:

- Click-through rate (CTR): This measures how often people click on your ad compared to how often it is shown.

- Cost per click (CPC): How much you are paying for each click on your ad.

- Conversion rate: The percentage of people who take a desired action after clicking your ad, such as filling out a contact form or calling your office.

- Cost per acquisition (CPA): How much it costs you to acquire a new client through Google Ads.

- The increase in web traffic generated by your Ads.

Common Mistakes and Why Ads Might Fail

Google Ads can fail for a variety of reasons. Common mistakes include:

- Poor Keyword Selection: Targeting the wrong keywords can lead to irrelevant clicks that don’t convert.

- Lack of Ad Testing: Without regularly testing different ads, you may be wasting budget on underperforming versions.

- Ignoring Negative Keywords: If you don’t specify negative keywords (terms you don’t want to appear for), you could attract clicks from people who are not looking for your services.

- Not Tracking Conversions: Failing to track what happens after someone clicks on your ad can make it impossible to measure success.

Talk to Legal Growth

If you're unsure whether Google Ads is the right strategy for your legal practice, we at Legal Growth are here to help. We specialise in helping law firms maximise their marketing efforts, offering tailored strategies that fit your needs and goals.

Our Multi-Channel Approach

At Legal Growth, our philosophy is to avoid relying heavily on paid ads when possible. Instead, we focus on building long-term, sustainable marketing strategies that strengthen your brand across multiple channels. Whether it’s SEO, content marketing, or social media, we believe in helping you grow organically while making the most of your marketing budget but recognise that some firms would like heightened traffic sooner.