Google offers Google Ads, an ad program that allows you to ensure that your law firm website is placed at the top as a hit for selected search queries. The first three to four search results are ads that are placed even before the so-called organic search results. Especially on mobile devices, these ads take up the entire screen before the user scrolls down further.
You can use this prominent placement of Google Ads ads to win valuable mandates.
The costs for such an ad are variable, as the ad spaces are auctioned off anew in a bidding process for each search query. The more law firms and lawyers use a search term (keyword), the more expensive the click on the ad becomes. However, you only have to pay for an ad if the user clicks on it. This allows the success of an advertising campaign to be measured precisely. You can determine to the penny how many users reached your law firm website through the ads and how much you had to pay for them.
The decisive factor is, of course, how many of these visitors have become clients (conversions). Therefore, you should of course pay attention to the ratio (conversion rate) of clicks on your ad to new clients acquired via Google Ads.
Tip: Document how clients become aware of you, for example, by asking personally or including this information in a client sheet. This is the only way to calculate how much a new mandate will cost you and whether your ads on Google Ads will bring in revenue.
With the conversion tracking of Google Ads, you can also automatically record inquiries via your contact form or calls and thus determine very precisely how much an inquiry via Google Ads has actually cost you.