The reason for this is that the user will gain more confidence if they can see a history of case victories, knowledge on topics, success stories, references to current legislation, etc. As part of our SEO packages, we also work on people’s Google Maps listings which show their reviews. We work with our clients to try and get as many genuine, high-quality reviews as possible so that when people are researching lawyers and checking their reviews, they have the peace of mind that they’re dealing with somebody they can trust.
Google Ads for lawyers also works very well; however, there are some intricate factors which lead to the success or failure of a Google Ads account. As always, it is better to capture long-tail traffic because, generally speaking, the user of that query has higher intent and the cost per click for that keyword is also lower. For example, somebody searching for a “lawyer Sydney” could be looking for any type of law, they could be a graduate looking for work, or they could even be a digital marketing agency like us trying to get clients. However, if the search query is “best family lawyer Fairfield,” then it is much more clear based on that query what type of law the person wants and where they are located.
As always in Google Ads, it is imperative to have the right settings configured, the right account hierarchy set up in terms of campaigns and ad groups, and then the right periodic checks in place to make sure the campaign is delivering quality traffic. Some easy ways to save money doing Google Ads for lawyers include only running ads during hours when people would be searching. For example, turn off the campaign between midnight and 6 am when the quality of that traffic is likely to be worse. Another tip, in particular for lawyers servicing the local area, is to put in place geographical exclusions to prevent people from out of the area clicking on your ad. As always, the search term report is important to study and exclusion keywords should be added. With all of our campaigns, we already have default lists of negative keywords to apply such that it limits the learning phase.
In terms of other channels for lawyers and digital marketing, it is useful to have a smaller campaign in Meta. Legal services are not traditionally eye-catching items, and that is more so what is suited to ads in Meta. If a legal firm can create cutting-edge content and articulate it entertainingly, this would be the exception; but in our experience, most lawyers are actually just great at doing legal work and aren’t as comfortable in front of the camera, nor do they have the time. We always recommend a small budget in Meta primarily to send remarketing ads to people who have been onto the site within Facebook and Instagram. Interest targeting can also work well so that people who have been seen to be searching or talking about needing a lawyer can also be served the ads.
