Generate New Leads and Conversions with Cost-effective Google Ads

Google Ads is the world’s leading pay-per-click platform. It allows any business to immediately drive visitors to their website.

When properly managed, Google Ads provides a reliable and consistent stream of new cases. It is typically our recommendation that once your website is complete and your SEO and Maps plan is in place – that all remaining marketing spend be allocated to Google Ads.

Generate New Leads and Conversions with Cost-effective Google Ads

Google Ads is the world’s lead pay-per-click platform. It allows any business to immediately drive visitors to their website. 

When properly managed, Google Ads provide a reliable and consistent stream of new cases. It is typically our recommendation that once your website is complete and your SEO and Maps plan is in place – that all remaining marketing spend be allocated to Google Ads.

Customised Strategy

At Hawthorn Legal Marketing, we understand that every business is unique, and we will work with you to develop personalised solutions that meet your specific needs and goals.

Our team has years of experience in managing Google Ads for law firms, and we have a deep understanding of the latest trends and best practices in the legal space. We use our expertise to develop a tailored strategies to grow your legal practice.

How We Maximise Google Ads Value

1. Campaign Review

Before we start creating new Google Ads campaigns, our team will thoroughly review your current campaigns to identify areas for improvement. This includes analysing your keywords, ad copy, and target audience to ensure that your campaigns are set up for success.

By conducting a thorough review of your current campaigns, we can make informed decisions about how to optimise your Google Ads for maximum performance. This will help you get the best return on investment for your advertising spend.

2. Keyword Analysis

Effective Google Ads campaigns start with thorough keyword research. We use a variety of tools and techniques to identify the right keywords, including analysing your competitors’ campaigns and conducting keyword analysis to understand search trends and user behaviour. By carefully selecting the right keywords, we can ensure that your campaigns reach the right audience at the right time.

3. Competitor Analysis

In order to create successful Google Ads campaigns, it’s important to understand what your competitors are doing. Our team will conduct a thorough analysis of your competitors’ campaigns to identify their strengths and weaknesses, as well as opportunities for your business to stand out. This analysis will include reviewing their keywords, ad copy, and targeting strategies to see what’s working for them and how we can improve upon it. By understanding your competitors, we can create campaigns that will give you an edge in the market and help you reach your business goals.

4. Campaign Setup

After conducting keyword and competitor analysis, our team will set up your Google Ads campaigns. This includes creating ad groups and organizing keywords, writing compelling ad copy, and setting up targeting options to reach the right audience. We will also set up tracking and reporting to monitor the performance of your campaigns and make data-driven decisions about how to optimise them for maximum success.

5. Conversion & Sales Tracking

Measuring the success of your Google Ads campaigns is essential for making informed decisions about how to optimise them. Our team will set up conversion and sales tracking to monitor key metrics, such as impressions, clicks, conversions and cost per conversion. We also analyse your website to identify opportunities to improve the user experience and increase the likelihood of conversions.

6. Ongoing Optimisation & Monitoring

Managing Google Ads campaigns is an ongoing process. Our team continually monitors and optimises your campaigns to ensure that they are performing at their best. This includes regularly reviewing your keywords and ad copy, adjusting your targeting options, and testing new strategies to improve performance. We also provide regular reporting and analysis to help you understand the results of your campaigns and make informed decisions about how to improve them. With our ongoing support and optimization, you can be confident that your Google Ads are working hard to grow your business.

Intelligent Keyword Selection

Our team uses a proprietary research methodology to identify opportunities for intelligent keyword selection and optimise your Google Ads value. Once we have a content plan in place and know which topics to cover, our SEO engineers will compile a list of relevant keywords and structure the content into relevant subheadings for our writers to follow. This helps to ensure that the content is optimised for search engines and will rank well in search results.

In addition to focusing on highly competitive keywords, our methodology also allows us to identify less competitive searches, such as “knee injury compensation claim”, and quickly claim them for your business. This means that we can get more potential clients to your website with the same budget, and help you to maximise your Google Ads value.

We Understand Your Customers

In order to maximise the value of your Google Ads, it is important to understand the psychology of your potential clients and provide them with valuable information that will help them to make a decision. Most law websites provide minimal information and simply ask for contact information, but we take a different approach.

For example, if we have a potential personal injury client coming to the website, we will provide them with lots of useful information about the law, their rights, your processes, and how you have helped others in similar situations. We will also answer common questions, offer general advice, and nudge them closer to making contact with your firm. By providing real value to customers and addressing their needs and concerns, we can increase the chances that they will choose your firm to represent them.

Some Answers

This depends on the individual firm. 

But generally speaking there is a big difference between the SEO and the Google Ads strategy. Typically SEO focuses on your most popular practice areas, and we non-discriminately build content focusing on these areas.

Google Ads is better suited to higher ticket services such as personal injury. We use Google Ads to specifically target individuals who are actively looking for legal representation in those areas.

Unfortunately, we’ve encountered many examples of failed Google Ads campaigns. Typically they fail because they’re set up poorly or not regularly updated. – though in many cases the issue can be more fundamental such as poor copywriting, bad website design or deeper technical issues. 

We use click fraud detection and prevention software as standard on all client accounts. This reduces your exposure to bad actors and can save up to 30% of your monthly budget – thus increasing the effectiveness of your marketing spend.

Let’s take the example of a personal injury case. 

Let’s say the average value of a personal injury case is £6,000.

How much would you be willing to spend to acquire a case? 

Typically the answer is 15-20% of the cost. 

Therefore, we’re happy to spend £900 – £1200

Now we know what we’re happy to pay for a case. We have to figure out how many enquiries we need to get a good case. We know on average we need 12 enquiries to acquire a new case, so we’re willing to spend between £75 – £90 for an enquiry. 

Now we have our targets. All that remains is to start the campaign and decide how many cases per month we want to target. 

Our advice is to start small with a target of 1-3 cases per month, and once you are comfortable with our results we can scale up your campaign.

Honest. Reliable. Tried & Tested.

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