As a law firm Google Ads Agency having managed hundreds of thousands of dollars in Google Ads campaigns over the past 17 years, we can tell you very quickly whether your campaign is performing well, or the exact aspects that require improvement.
If your law firm’s Google Ads campaign is performing well, we’ll tell you. If it’s not, or if there are areas in which we think we can offer significant help, we’ll tell you that as well – in a way that you’ll be able to understand (even if you’re not a Google Ads expert).
Smart Lawyers Don’t Use Google Ads “Smart” Campaigns
Using Google AI-driven campaigns (e.g., smart, performance max, etc.) isn’t wise. While you might think ads are targeting potential clients, you’ll find unrelated search terms like “Gary’s Donuts” triggering your ad display. Why? Because so-called “smart” Campaigns not only place ads in Google Search Results but also across the Google Display Network, where site owners let Google show ads.
These placements can result in astronomical impressions, with up to 95% displayed on the Display Network. So, even if you’re getting a seemingly affordable 100 clicks at $3 each on the Display Network, the conversion rate is dismal, averaging around 1%. This means you’ll pay a whopping $300 per conversion. Conversely, 20 clicks on the Google Search Network at $15 each might cost the same, but the conversion rate is typically higher, around 10%, costing just $150 per conversion. Ultimately, while Smart Campaigns might seem cost-effective, they’re a pricey gamble. Focus on the true metric: cost per conversion.
How can we determine if our google ads campaign is successful?
Determining the success of a Google Ads campaign often boils down to your initial objectives. If your goal was to increase brand awareness, then metrics like impressions (the number of times your ad was shown) and reach (the number of unique users who saw your ad) would be crucial. If you’re aiming to increase client inquiries or consultations, then the conversion rate (the number of desired actions taken divided by the number of clicks) would be a key success metric.
As a law firm Google Ads agency with nearly two decades of experience, there are several metrics that we examine to measure success, such as the following:
- Click-through rate (CTR). This measures how many people clicked on your ad after seeing it. A higher CTR usually indicates that your ad is resonating with your audience. We recommend obtaining a minimum click-through rate of 5%.
- Conversion rate. This is the percentage of people who completed a desired action (like filling out a form or making a call) after clicking on your ad. A high conversion rate typically indicates a successful campaign. Successful law firm Google Ads campaigns should aim for a minimum conversion rate of 8%.
- Quality score. Pay close attention to Quality Score (which is determined by Exp. CTR, Landing Page exp., and Ad Relevance), as Quality Score significantly impacts the price Google charges for clicks. For example, if you have a Quality Score of 10 for a keyword, your cost may decrease by up to 50% compared to having the average Quality Score of 5. If a keyword has a Quality Score of 3, the cost per click may increase by about 60% compared to having a Quality Score of 5.
- Ad Relevance & Landing Page Experience. Your Ad Relevance and Landing Page Experience rating directly influence your quality score and how much your firm will pay for its Google Ads. As such, these analytics should almost always be “Above Average,” especially as the factors for these items can be easily optimized.
- Cost per click (CPC). This is how much you pay each time someone clicks on your ad. Lower CPCs are generally better, but it’s also important to consider the quality of the leads you’re getting.
- Search Impression Share. Search Impression Share, Search Top IS, and Search Abs top IS provide information about the display of your ads (frequency displayed, positioning, etc.) so that you can make bid or other adjustments.
- Return on investment (ROI). This is the ultimate measure of a campaign’s success. If the revenue generated through the campaign significantly outweighs the cost of running it, you have a successful campaign.
How much do google ads cost?
The cost of Google Ads can vary widely based on several factors, including the competitiveness of your keywords, the relevancy of your ads, and your bidding strategy. You decide how much you want to spend per day, and you only pay when someone interacts with your ad, such as by clicking on it.
As experts in Google Ads and SEO for law firms, we at Esquire Interactive help navigate these variables to develop cost-effective campaigns that align with your firm’s goals and budget.
Google Ads is an immensely powerful tool in the digital marketing toolkit for law firms. Used correctly, it can significantly boost your firm’s online visibility and drive engagement. At Esquire Interactive, we leverage this power for our clients, creating strategic, effective campaigns that deliver results. If you’re ready to tap into the potential of Google Ads for your law firm, we’re here to help.
How can hiring an experienced google ads agency for law firms be beneficial?
Google Ads is a powerful tool, but it’s also complex and nuanced. That’s where a specialized law firm Google Ads agency like Esquire Interactive comes in. By leveraging our deep understanding of both PPC marketing and the legal industry, we can provide numerous benefits to law firms.
- Experience in Successful Ad Development. Through managing Google Ad campaigns for over 18 years, we know what works! We are able to develop successful campaigns at the outset without having to wait months of trial and error and wasted spend.
- Google Ads Optimization. Underperforming ads will have a low click-through rate, and a low click-through rate will translate to a low quality score. In turn, this translates to having to pay more per click.
- Building Landing Pages that Convert. You are paying for clicks to go to your landing page. You want those clicks to convert (by calls by contact form submissions). When the conversion rate doubles, your cost per conversion will be cut in half. As a result, it is critical to develop landing pages optimized for conversion.
- Search Term Analysis. It is critical to have campaigns focused on the exact search terms for your firm and to actively update negative keywords (search terms used where you don’t want your ads to be displayed). This will ensure a high click-through rate, high quality score, and lower click cost.
- Quality Score Focus. Google advertisers are charged in part based on the quality score for individual keywords.
- Quality score if made up of the historical click-through rate, landing page experience, and ad relevancy. Scores range from 1-10, with five being average. As an example, a keyword with a quality score of 10 may be charged 50% less than a quality score of 5. We focus on achieving high quality scores to reduce the click cost for clients.
If you need assistance with your law firm’s Google Ads, we invite you to call our office at 520.261.8645 to schedule a free consultation with an experienced Google Ads specialist.
