How To Run Google Ads For Your Family Law Practice Without Spending A Fortune

One of the quickest ways you can drive traffic to your family lawyer’s website is with paid advertising, and the most popular of those is Google Ads.

According to Google, 80% of customers use search engines to discover information about local businesses.

Google also reports that 76% of people who do a ‘near me’ search visit a business within a day.

Google Ads has been providing businesses with a quick and straightforward way to promote themselves on Google’s search engine. 

Google Ads is one part of a complete digital marketing strategy for law firms. For a broader look at how Perth law firms attract clients online, see SLINKY’s guide to law firm marketing in Perth.

Maximising ROI on Google Ads

Although Google Ads is well known and can be very profitable, some businesses remain reluctant to try Google Ads.

One of the many reasons for this hesitancy is a lack of relevant skills and knowledge, and a fear of the upfront investment that Google Ads requires.

This is understandable given that paid advertising in all its forms can be costly, and whilst many campaigns generate a good return, there are no guarantees of success.

Engaging a skilled agency to manage your campaign can reduce the risk of wasted advertising spend.

Despite it being a relatively simple process to set up ads, many business owners pass it to a local digital marketing agency.

With experienced people managing the campaign, businesses can get the full benefits of an optimised Google Ads campaign.

A good agency understands how Google Ads works and what it takes to get your ads seen.

Creating, managing and optimising ads for the best results benefits greatly from having skilled people involved. 

Daily Budget Limit for Google Ads

Google Ads can suit businesses with a limited budget. Maybe you genuinely do not have sufficient funds to invest in a campaign.

Maybe you do not want to commit hard-earned advertising dollars until you have some confidence in the results. Whatever the concern, an experienced agency can help you put your money into the right campaign. 

While many are put off by the upfront costs associated with Google Ads, many are unaware that Google Ads spending is not unlimited.

Google Ads is also transparent about costs. One of its most useful features is that it allows you to set a daily budget limit.

There are no hidden costs or surprise charges to upset your advertising budget. No matter what happens over the month, the daily average spend should never be above that limit.

That places your business at an advantage, as transparency of costs takes away the element of surprise, sunk costs, and places your business in a position of control over your spending.

When you work with an experienced agency, your Google Ads campaign has a better chance of delivering the results you need. 

Once you see that your ads are working as desired, and generating quality traffic that’s converting into good leads and sales, you can commit a higher budget to Google Ads.

By gradually increasing your daily budget, keeping an eye on data and insights, each increase in ad budget should bring more traffic. Many businesses miss out on this value because they are wary of the upfront cost.

If you want to grow your sales, reach new markets and get attention quickly, Google Ads can help you achieve your business goals. 

Effective Keyword Targeting

The basis of Google Ads is keywords. With the correct keyword research, identification, and targeting, those interested in hiring a family lawyer in your area are more likely to find your website.

How? The process involves bidding on each keyword you believe your target audience would enter into Google. The most frequently searched for keywords will attract the highest bids.

These are highly competitive keywords, and targeting these comes at a cost. For most small businesses in a specific area, aiming to place ads for these high-volume, highly competitive keywords can be unaffordable. 

Getting Your Family Law Practice To The Top: Keyword Research

Proper keyword research finds the search terms that will attract your clients, but without the exorbitant cost of competitive keyword targeting. 

Many family lawyers are simply unskilled in this detailed process of keyword research, and miss out on low volume, less competitive keywords that will attract their customers at a lower Google Ads campaign cost.

We’re talking about targeting a collection of “long-tail keywords”.

Whilst each one may not get much traffic individually, a campaign that teams them up will collectively translate to a large number of highly targeted visitors.

The best Google Ads campaigns are created by bidding on these keywords rather than those with a high cost per click. As a result, you can win traffic for a lot less than other family lawyers are paying.

Location Keywords

Let’s assume that your family lawyer’s business operates within a fixed geographical area.

It is within this location that almost all your clients are based, and you want to get their eyes on your website. These are the people most likely to become clients. 

Local search and local keywords should be a key part of your marketing strategy.

Location keywords help you reach people who are already looking for a family lawyer in your area. 

Advertising and marketing trends continue to change quickly.

Location keywords in your Google Ads campaigns can deliver strong results in terms of traffic and client acquisition for your family law practice.

Despite claims that local search is losing importance, it remains a key part of online marketing. Are keyword research, management and optimisation changing?

Constantly. As with most digital marketing, the location keywords and their effectiveness are also a moving target.

To stay ahead of the competition, work with an experienced agency that can show how it manages campaigns for local businesses. 

Location keywords take us to another highly effective way of managing your ad spend.

Gaining A Competitive Advantage Over Other Local Family Lawyers With Google Ads

When customers online search for local services, such as an accountant, a car mechanic, a landscaper, or, in this case, a family lawyer, they will add their location to any search.

Imagine someone living in Perth, WA. Instead of typing into Google “family lawyers“, they will more likely type in “family lawyers in Perth”. They may even add ” WA” for the state. That’s where long-tail keywords combined with location keywords become valuable.

Taking this further, you’ll find that many searches are more refined and instead of the city, the person will add their suburb or local town.

When setting up your ads, include as many of these relevant locations as possible. Many search terms with a place included will have a low cost per click, yet they are better targeted than generic search terms without the locations.