Google Ads can be a powerful tool for law firms looking to grow their business, attract new clients, and gain visibility online. However, using Google Ads effectively requires careful attention, planning, and knowledge of how the platform works. Many law firms make mistakes when running their ad campaigns, which can result in wasted budgets and missed opportunities. Avoiding these mistakes is crucial to ensuring that Google Ads provides a good return on investment and delivers the best possible results for your law firm. At, Accelerate Now Law Firm Marketing , we are here to guide you through the legal process and help you navigate the complexities of your case.
Not Setting Clear Goals
One of the most common mistakes that law firms make when running Google Ads is not having clear goals from the start. It is important to know exactly what you want to achieve with your advertising campaigns. Without having clear goals, it is hard to measure success or know whether the ads are working. Some law firms may jump into Google Ads without knowing if they want to focus on generating leads, increasing traffic to their website, or building brand awareness. Without a specific objective, it can be challenging to structure the ads in a way that aligns with what the firm is trying to accomplish.
Failing to Use the Right Keywords
Google Ads works by displaying ads to users who search for specific terms, known as keywords. If a law firm does not carefully choose the right keywords, the ads may not reach the intended audience. Using broad or irrelevant keywords can lead to ads being shown to people who are not looking for legal services, which wastes money and lowers the campaign’s effectiveness. Law firms should research which keywords potential clients are likely to use when searching for legal help and make sure those keywords are included in their campaigns. Additionally, not using negative keywords is another mistake that can hurt performance. Negative keywords help to filter out irrelevant searches, preventing ads from being shown to people who are not likely to become clients.
Ignoring Location Settings
Many law firms operate within a specific geographic area, but one mistake firms make is not using location settings properly in their Google Ads campaigns. If ads are shown to people outside of the firm’s service area, it can result in wasted ad spend. It is important to set up the ads to only target people within the geographic area that the law firm serves. For example, if a law firm only handles cases within a specific city or state, the ads should be set to show to people who are in that location or are searching for services in that location. By doing this, the firm ensures that only relevant audiences see their ads, which helps improve the chances of attracting new clients.
Not Using Ad Extensions
Ad extensions are features in Google Ads that allow law firms to provide extra information within their ads, such as phone numbers, addresses, or links to specific pages on their website. These extensions make ads more informative and can increase the chances of someone clicking on them. However, some law firms fail to use ad extensions, missing out on a valuable opportunity to improve their ads. Ad extensions not only make the ads more engaging but also give potential clients more reasons to reach out to the firm. Without them, ads may seem less appealing and provide less information, making them less effective.
Using Generic Ad Copy
The text in Google Ads, known as ad copy, plays a big role in whether people decide to click on the ad. If the ad copy is too generic or doesn’t speak directly to the needs of the target audience, it can reduce the number of clicks and lead to a less successful campaign. Law firms that use the same ad copy as everyone else, or that fail to explain why someone should choose their firm over others, are missing an opportunity to stand out. The ad copy should clearly communicate what makes the law firm different and why people should trust them to handle their legal matters. Using persuasive and specific language can make a big difference in the performance of the ads.
Not Tracking Results
One of the benefits of using Google Ads is that it provides detailed data about how ads are performing. However, many law firms do not take full advantage of this feature and fail to track results closely. Without monitoring how well the ads are doing, it is difficult to make improvements or know what changes need to be made. Tracking things like clicks, conversions, and the cost per lead helps law firms understand what is working and what is not. It also allows them to make adjustments to their campaigns to improve performance over time. By regularly reviewing the results, law firms can ensure that their ad campaigns are delivering the best possible return on investment.
Setting the Wrong Budget
Budgeting is an important part of running Google Ads, and setting the wrong budget is a mistake that can cause problems for law firms. If the budget is too low, the ads may not reach enough people, resulting in limited results. On the other hand, if the budget is too high without proper management, it can lead to overspending without getting a return. Law firms should start with a reasonable budget and monitor how the ads are performing before making adjustments. It is important to find the right balance between reaching a large audience and not spending too much on advertising. A well-managed budget helps ensure that the law firm is getting the most out of its Google Ads campaign.
Not Testing Different Ads
Another mistake law firms often make is not testing different versions of their ads. Google Ads allows advertisers to create multiple versions of an ad, each with slightly different text or features, to see which one performs better. This is known as A/B testing. By testing different ads, law firms can learn which messages resonate most with their audience and improve their campaigns over time. However, some law firms only create one version of an ad and run it without trying alternatives. This can limit the effectiveness of the campaign. By experimenting with different headlines, calls to action, and offers, law firms can find out what works best and use that information to improve future ads.
Ignoring Mobile Users
With so many people using their phones to search for legal services, it is important for law firms to make sure their Google Ads are optimized for mobile devices. Unfortunately, many law firms do not pay enough attention to how their ads appear on mobile, leading to missed opportunities. Mobile users may have different needs or behaviors than people searching on desktop computers, so the ads should be designed with mobile users in mind. This means using mobile-friendly ad formats, making sure the law firm’s website works well on phones, and focusing on features like click-to-call, which makes it easy for potential clients to contact the firm directly from their mobile device.
Failing to Optimize Landing Pages
When someone clicks on a Google Ad, they are taken to a landing page, which is usually a specific page on the law firm’s website. If the landing page is not well-designed or relevant to the ad, it can result in people leaving the site without taking any action. One of the most common mistakes law firms make is sending visitors to a generic homepage instead of a landing page that is tailored to the ad they clicked on. A good landing page should be focused on the services mentioned in the ad, provide clear information, and include a way for potential clients to contact the firm. By optimizing the landing page, law firms can increase the chances of turning clicks into leads.
Avoiding these common Google Ads mistakes can help law firms get the most out of their advertising efforts and attract more clients. By setting clear goals, choosing the right keywords, using ad extensions, and tracking results, law firms can improve their campaigns and avoid wasting money. Optimizing ads for mobile users, testing different ad versions, and focusing on well-designed landing pages also helps ensure better results. Law firms that pay attention to these details will have a better chance of success when using Google Ads.
If your law firm needs help with marketing and avoiding common advertising mistakes, Accelerate Now Law Firm Marketing is here to assist you. With our guidance, your firm can create effective Google Ads campaigns that deliver real results. Reach out to us today to learn how we can help your law firm grow.