Local Service Ads for Lawyers

What is a local service ad?  

A local service ad for lawyers allows you to market your legal services online in a very targeted way. For example, when someone searches for “criminal lawyer,” your ad may come up on the search results page because you have bought an ad that appears when someone searches for “criminal lawyer.” This may look like the example below:

The good thing is that when someone searches for “criminal lawyer,” they are likely looking for a criminal defense attorney, and your ad allows them to see you as an option.  

Why should I add local service ads?  

Because this type of ad can really increase your law firm’s online exposure in a very targeted way. You can attach your search engine marketing ads to your firm website, which allows people to get directed straight to your site when they call you.

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1) Create a Google AdWords Account

To get started, head over to https://adwords.google.com/home  to create an account for Google AdWords, which is the service through which you will purchase your ads for lawyer marketing. 

2) Create a Business Account

To create an account, click on the button at the top right corner of the page that says “Start Now” and go through the set up process.  Note: You can also use this account for all other Google services, but if you want to have a better experience with AdWords, you should use a separate account .

3) Create an Account for Your Law Firm

This Google AdWords account is linked to your business, so it will have a unique name.  If you want to have an easy time finding the account in the future, I suggest using your law firm’s name.

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4) Create a Campaign

After you sign up for the account, you will be taken to a screen with a bunch of options.  From here, select “Campaigns,” and then click on the green button in the top right corner that says “+New campaign.”

In this section, enter your ad group name (“criminal lawyer” in this example), your daily budget, and the region that you want to target.  In this case, I selected “United States” because that is where people in need of a criminal defense attorney are likely located.   

5) Create an Ad Group

After selecting your campaign settings, click on the blue button at the top right corner of the screen that says “+New ad group.”

In this section, enter your bid amount and then add a text ad.  You can include the location in your text ad or just focus on marketing your legal services in that area.

6) Create Additional Ads for Local Service Ads

After you’ve created the first one, it’s time to publish your ad.  If you’re like me, you’ve probably already created some ads for your Google search network (the “yellow” text link ads that appear on the right hand side when someone searches on Google) or AdWords Express (the paid placement ads at the top of many results pages).  

For local service ads, you want to think about what types of people are most likely to call you based on their location.

7) View Your Ads 

After you create your ads for your lawfirm, Google will send you an email with a confirmation of what has been added to your account.  What’s great about AdWords is that you can view your ads and performance from this email.

8) Analyze Performance

Yes, really!  Law firm marketing is a long process, but chances are you’ll be able to save a ton of money by switching over to a more efficient way of getting new clients.  

The other great thing about Google AdWords and pay per click platforms is that it allows you to put ads in front of people who are searching for your type of legal services.  The final reason I suggest using Google AdWords is that you can add a tracking code and print out all of the phone calls that come from these sources.

9) Tie Your Ads into Your CRM

If you’re looking for ways to streamline your marketing activities, then you should consider having your ads inform what happens in your office.  By tying the activity from an ad to a person’s manual entry into your CRM system (e.g., Clio), you’ll be able to keep records of all contact with clients and prospective clients.

The beauty of this is that you’ll be able to know when specific ads work better than others.  For example, you can see that the phone number in your list of criminal law ads gets more calls than the one in your personal injury ad.