Google Advertising for Lawyers

Is Google Advertising Effective for Law Firms?

Google advertising can significantly impact your law firm’s business, but it comes with challenges, especially for beginners, and can be costly.

Although you only pay per click, these clicks can be expensive, sometimes costing hundreds of dollars. It’s crucial to understand what you’re getting into and consider hiring a professional to manage your ad campaigns to avoid wasting money.

Legal-related keywords are among the most expensive in Google Ads. A 2016 study found that the top 5 most costly search terms on Google were all related to seeking legal services, with 20 of the top 25 search terms originating from the legal industry.

While Ads can be expensive, this data also suggests that it can be highly effective. Google doesn’t arbitrarily set click prices; they are determined by supply and demand. There’s a consistent supply of potential clients searching for legal services, but the demand from attorneys to acquire those clicks is also high.

With this in mind, it’s essential to set up your Google ad campaign carefully to avoid overspending. When done correctly, it can lead to substantial profits. However, if done wrong, it could hinder your ability to expand your team.

Should You Invest in Google Ads for Your Law Firm?

You might be wondering if Google advertising is worth it for your law firm. The honest answer is, “maybe.”

Google Ads can drive significant growth for some firms, but its effectiveness depends on your firm’s focus and clientele. Certain areas of law rely heavily on referrals rather than advertising. These relationship-centric fields include securities law, M&A law, international law, high net worth estate planning, business litigation, and real estate.

However, in some practice areas, especially those with sensitive issues that people may not discuss with friends, Google advertising can be highly effective. These areas include criminal charges, employment matters, DUI/DWI, bankruptcy, and personal injury. People facing these problems often turn to Google for information or to find a lawyer. If your ad appears at the top of search results, there’s a good chance they’ll contact your firm.

Google Ads aren’t a one-size-fits-all solution for law firms, but they can fill the gap in areas where client referrals are lacking. It’s essential to identify the specific practice areas where Ads can be most effective for your firm.

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