With Google Ads, Google offers an ad program that you can use to ensure that your law firm website is placed at the top of the list for selected search queries. The first three to four search results are ads that are placed 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 gain valuable mandates.
The costs for such an ad are variable, as the ad spaces are auctioned anew with each search query. The more law firms and lawyers use a search term (keyword), the more expensive it is to click on the ad. However, you only have to pay for an ad if the user clicks on it. This allows the success of an advertising measure to be measured precisely. You can find out to the penny how many users reached your law firm website through the ads and how much you had to pay for them.
In the end, of course, the decisive factor is 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 that are acquired via Google Ads.
Tip: Document how clients become aware of you, for example by asking personally or by including this information in a customer questionnaire. This is the only way you can calculate how much a new mandate will cost you and whether your ads generate revenue from Google Ads.
With the conversion tracking of Google Ads, you can also automatically record inquiries via your contact form or calls and thus determine exactly how much a request via Google Ads actually cost you.