The Fastest Way To Improve A Solicitors Google Adwords Campaign Results

What is the fastest way to improve a Solicitors Google Adwords Campaign Results? How can you make the same spend go further and generate more client instructions?

Let me tell you, based on a conversation that I had with a solicitor recently.

This solicitor wanted to know how they could win more new client instructions.

I have a lot of these calls. They are always highly enjoyable for me, and I believe helpful for the person on the call.

This one was a nice easy one for me because the solicitor I was talking with was already running a Google Adwords campaign (smart move) but it wasn’t quite working as well as they would have liked.

I love this type of call, because I know I can add huge value. Adwords is a bit of a passion of mine – a hobby as well as a service. I just like making it work because I love the results that I can achieve for my clients. Happy Nick + Happy Client = Happy Days!

So, what did I do with this solicitor? Well, with Adwords, there are always three main areas for me to dive into:

  • are the Adwords groups 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);
  • are all of the available Adwords features being used (extensions, split testing ad copy, conversion tracking etc); and most importantly
  • 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).

In this case, the landing pages simply weren’t good enough. I could instantly see that most people arriving at this firm’s website would quickly press the back button and leave it as soon as they had arrived.

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.

I often tell people not to use Google Adwords. That is, not to use them 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. I had a call with someone last night and advised them not to use Adwords; yet. They need to make their website better.

Landing pages are pretty much the be all and end all when it comes to Google Adwords, which is why it always suprises me that when I take over an Adwords campaign that has been run by a big digital agency that has completely overlooked improving the landing pages. Odd!

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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Case Study

A straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

I first stumbled across Nick when searching on Amazon for help growing a firm in the legal sector.

Straight away I was struck by his no-nonsense approach, so after checking out a preview of his book, I bought it on Kindle and started devouring it straight away.

What was immediately apparent was that Nick really does know what he’s talking about, which was hugely refreshing in an industry with plenty of bluffers and chancers.

I found the fact that Nick has actually been there and done it in the legal world very compelling indeed, and after finishing the book, I knew there was plenty he still had to teach me.

I booked a free call, which contained plenty of value, but what became clear is that if I was really going to get Nick’s personalised help to grow my firm, I needed to do it properly, so after speaking to a couple of Nick’s clients to reassure myself I was making the right decision, I took the plunge, and booked the Steady Stream of New Clients meeting.

And I’m so glad I did.

From the moment my wife Rachael and I arrived, Nick put us at complete ease and we quickly built up a strong rapport, and thanks to the pre-meeting preparation put in by all parties, we were able to wring a huge amount of value out of it, because most of the fact-finding had already been completed before the meeting began.

Consequently, the meeting was chockfull of useful, actionable information, and most importantly, that information was grounded on what actually works in the real world – no theory in sight.

When we left Bristol, we were hugely energised and excited; but more than that, we also had clarity, and three days later, things were even clearer, thanks to the report Nick prepared for us detailing exactly what marketing we needed to be doing AND how to make sure that that marketing was actually implemented.

Having used a consultant in the past, my biggest fear was that there’d be a lot of talking around the issues, and a whole lot more questions than answers, but that simply isn’t how Nick works.

Instead, he calls a spade a spade, and fuses that straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

If you’re considering booking one of Nick’s Steady Stream of New Clients meetings, I would say, unhesitatingly, that you need to go for it”

Bill Ward, Ward Trademarks

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