Common Challenges For Solicitors Using Google Ads
A common issue for Solicitors can often be local competitors clicking on your Google Ads. In our experience we often find that a number of solicitors are victims of click fraud. This often unexplained behaviour is when a local solicitor competing against you intentionally clicks on your Google Ads to maliciously increase your costs. By inflating your costs, it is a distinct possibility you may pause off your ads or your daily budget may deplete. This means your competitors then take prime position on Google and get the calls that could have been yours. If you’ve run Google Ads campaigns before as a solicitor, it’s highly likely you’re concerned about this kind of competitor clicking behaviour.
This is why we developed an anti-click fraud Solution called Click Guardian. Click Guardian allows you to prevent click fraud and most importantly, prevent budget wastage. Click fraud can also cause a high cost per lead due to the inflated costs.
As an example, the average cost of a will is between £150-£245 in the UK (Money Advice Service) – coupled with high competition and new technology, it is extremely important that solicitors get the lowest cost per lead to ensure the business is profitable.
Why work with Heavyweight Digital?
We’ve worked with a number of solicitors throughout the UK for over 15 years and have an unparalleled understanding of how to build, manage and optimise these types of campaigns to get the very lowest cost per call. Our campaigns are built specifically to entice customers to call into your business and book a job. Furthermore we have worked with various solicitors, optimising their campaigns for calls and form leads. If you’re looking for a company to help manage your Google Ads campaign then look no further, we have years of experience in producing the highest ROI for solicitors.
One of the most important and often overlooked aspects of running a successful Google Ads campaign is having a quality website and/or landing page. We will ensure you have the optimal layout, information and elements such as phone numbers and quote forms in the correct place both on desktop and mobile.
It’s outrageous how often we inherit solicitors campaigns previously managed by other ‘big’ agencies where conversion tracking has not been configured correctly, or sometimes not at all. By having conversion tracking, we are able to track a number of conversion actions such as; when a user calls you, when a user submits your contact form, when a customer interacts with your live chat, installs your app and so on. The more data points we can track, the better we can optimise your Google Ads campaigns!
What other marketing channels are there for a Solicitor?
Similar to Google Ads with an increasing user base, Microsoft Ads, formerly BING Ads is a useful additional channel for solicitors looking to expand their reach to audiences other than Google. The BING search engine is the default search engine on all Microsoft laptops, tablets and desktops and often brings a more mature audience.
Facebook Ads for solicitors is quite simply a no-brainer! We can target very specific audiences within defined geographical areas as well as people who like your competitor’s Facebook pages. Remarketing to visitors of your web site is also a fantastic way to create a loyal customer base who will have a huge lifetime value to your business.
Local Solicitor SEO
Google Map listings combined with carefully chosen keywords will allow us to rank your business amongst first page organic results in Google.
Keywords with town names appended work particularly well for a solicitor SEO campaign.
Want to get more from your digital marketing budget?
Solicitor Advertising Experts
We are a team of digital marketing experts who have worked with solicitors for many years, ensuring we generate high quality leads at an affordable price through the use of PPC and SEO. If you already have a campaign running, whether that be Google Ads or search engine optimisation, we’ll provide you with a free, detailed review – if not, we offer a fully managed package from £395 p/m (including your Google Ads budget!) Get in touch to discuss your requirements and learn how we can generate enquiries for your business!
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