Google ADS & Lawyer - Online advertising

Why try Google ADS for your law firm?

When you have just launched your website, it can be complicated to quickly obtain files, especially with the SEO natural referencing which requires time before bearing fruit. On the other hand, paid search (SEA), like Google Ads, makes it possible to immediately generate qualified traffic by positioning ads on specific searches of users interested in your services. Google Ads is particularly effective for lawyers who speak directly to individuals, allowing them to quickly test a new business idea or strategic positioning.

Surprisingly, despite the prejudices, a lot of users continue to click on Google ads: Get a guide to Google Ads

Keyword research that really pays off

Not all research is the same for lawyers

• Informative research: For example, “how to get divorced quickly,” attracts visitors who are looking for free and immediate answers, but are not necessarily looking for a lawyer right away. These clicks are expensive without bringing real conversions.‍
• Commercial research: For example, “divorce lawyer Paris” clearly indicates an immediate need for legal assistance. It is precisely this type of research that must be targeted in order to generate files effectively.

Same, you share the name of your function with a fruit. So avoid all searches that may be similar to fruit (vegetable? I never know).

Identifying the right keywords with SEMrush

• Connect to SEMrush.
• Enter a relevant keyword, such as “Paris divorce lawyer.”
• Analyze SEMrush's suggestions: monthly volume, cost per click (CPC), and competition.
• Only select keywords with strong commercial intent to avoid wasting your budget on searches that are too general or informative.

Here is an SEO video that gives you keys to how to use SEM Rush to find keywords for your articles:

Setting up your Google Ads campaign effectively

• Structure your campaigns precisely: divide them by specific area of intervention (divorce, criminal law, employment law, etc.).
• Choose a “Research Network Only” campaign type. Absolutely avoid the “Display Network” at first, which is too inaccurate to generate business effectively.
• Set your keywords to “exact phrase” or “exact keyword”: don't let Google expand your searches too much automatically (we're not sure about META advertising, where the algorithm drives everything).
• Exclude irrelevant keywords: add negative keywords like “free”, “cheap”, “fast” to avoid unnecessary clicks.
• Optimize your bids: Start with a manual CPC to stay in control of your budget, then gradually move to an automated strategy only when you have accumulated enough accurate data.

Importance of strict targeting

Personally, I tend to favour a very strict positioning of research. The goal: to prevent Google from wasting your budget on approximate or irrelevant queries. By precisely controlling your searches, you immediately optimize the quality of visitors and therefore your chances of conversion.

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Create a landing page dedicated to advertising

Why use specific landing pages?

A landing page should precisely match the user's search, which instantly increases page relevance and conversion. Absolutely avoid sending clicks back to a generic page on your site.

Concrete examples of effective landing pages

• Divorce lawyer in Paris: page with a simplified form, anonymized testimonies (to avoid any problems with the order), and a very clear call to action.
• Criminal defense in Marseille: landing page including an immediate reminder button and reassuring anonymized testimonies.

How do you keep a clean website while creating specific pages?

Create dedicated pages that are hidden from your main navigation. This approach makes it easy to test and optimize without altering your main site.

Improve the conversion of your Google ADS campaigns

Stupid calculation

With an average service billed at €2,000, slightly increasing your conversion rate can bring a lot of benefits:

• 1000 visitors/month with a conversion rate of 1% generate 10 customers or €20,000 in turnover.
• 1000 visitors/month with a conversion rate of 2.5% generate 25 customers or €50,000 in turnover.

Concretely optimize your conversions

• Do A/B Testing to find the most effective formula: test different form approaches, reminder buttons, incentive messages.
• Integrate anonymized customer testimonies to reassure your visitors while remaining in compliance with the rules of the Order.

A video dedicated to the conversion here:

Google ADS & Growth Strategy

Google Ads is ideal at launch: it is a lever that you can activate immediately to generate the first cases and precisely manage your customer acquisition. As your firm grows, you can easily increase your advertising budget to get more opportunities or quickly test new offers without much risk.

On our side, we support lawyers in setting up Google Ads in their business, with an average return on investment of 7! Basically for every €1000 invested, they generate €7000.