What is the fastest way to improve a Solicitors Google Campaign Results? How can you make the same spend go further and generate more client instructions? In this article I look at How To Improve Google Ads Performance with some easy to make changes and improvements.
I have many conversations with solicitors every year when they ask me how they can win more new client instructions.
They are always highly enjoyable for me, and I believe helpful for the person on the call.
Whenever I speak with a solicitor who is already running Google Ads I become very excited, because I know I will be able to add a lof of value.
You see, if a solicitor is already spending money on Google Ads/PPC and getting some results, there will be many areas for improvement.
I set out some for you below, but for the full guide, download my guide to Google Ads below:
Simple Changes To Improve Google Ads Performance
Here are some quick Google Ads checks and wins!
- Are the Adgroups small enough so that the advertisement content is very tightly matched to the keywords being targeted. In other words, if the main keywords are “conveyancing solicitor reading” don’t put “conveyancing lawyer” in the same group – it won’t work)? If your adgroups are too broad, separating them into smaller groups will dramatically improve performance.
- Are all of the available Google Ads being used (extensions, split testing ad copy, conversion tracking etc)? If not, start using them as it will give you more advertising space in the search results.
- Are the landing pages good enough (the pages that the visitor sees when they click on the advertisement and land on the solicitor’s website)? On each landing page is the telephone number, email, and link to the free enquiry form repeated several times throughout the landing page, not just left for the visitor to find at the top or bottom of the page, or on the contact page? If not, you will be missing easy client winning opportunities.
Landing pages are the perennial leaking bucket when it comes to Google Adwords.
If you keep putting water into a leaking bucket it will never fill up. Likewise, if your landing pages are not good enough, you can send hundreds of visitors to it, but you will never win the volume of new client instructions that you would like to.
I often tell people not to use Google Ads, which is a bit strange for someone who manages and annual spend in excess of £1 million for his clients, but what I mean is, some people should not use Google Ads until they have improved their website so that it matches my formula – the website design formula that I have spent over £250,000 of my own money on Adwords testing and refining.
Landing pages are pretty much the be all and end all when it comes to Google Ads, which is why it always suprises me that when I take over a clients’ campaign that has been run by a big digital agency that has completely overlooked improving the landing pages. That is leaving easy money on the table for the client, which I can never understand.
I know that I can take over the campaign, make some changes to the landing pages and suddenly make my client’s telephone ring a lot more. Often two or three times more than it was before without spending any more money on Google.
Win win!
Until next time, keep on keeping on!
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