Google Ads for Divorce Solicitors: Maximising Client Acquisition

Google Ads is the best advertising platform for divorce solicitors to reach potential clients that are actively searching for their services. It offers the best targeting options and allows you to control how much you spend for each click and for the entire campaign.

Here’s how divorce solicitors can harness Google Ads to grow their practice.

 

Why Google Ads?

Google Ads has many benefits for divorce solicitors including:

– Intent Based Advertising – it allows you to target searches with high intent on Google, from people looking for “family law solicitor” and “divorce lawyer near me” and other similar keywords

– Precise Targeting – you can precisely target people by location, demographics and even specific days and hours, which ensures you reach the right audiences.

– Measurable ROI – With Google Ads you get detailed analytics that enable you to track performance and optimise campaigns for better results.

 

Key Strategies for Success

1. Keyword Research

Effective Google Ads keyword research for divorce solicitors is important and it’s important to identify the right ones, such as:

– divorce solicitors near me

– best London divorce lawyers

– separation agreement solicitor

A tool like the Google Keyword Planner tool will help uncover additional opportunities and check competition levels.

2. Effective Ad Copy

Your ad copy must resonate with your audiences, especially since they will be in a vulnerable state. So, focus on empathy and support and include a good call to action like “Book a Free Consultant”.

A good example of a description that would resonate is:

“Expert Divorce Solicitors – Compassionate Legal Help”

3. Targeting Options

There are several targeting options in your campaign and they include:

– Location targeting: ensure your ads are only seen in the locations that your target audiences are in.

– Audience targeting: use life event targeting to reach people who are going through a divorce.

– Device targeting: your ads and website should work on all devices, and especially on mobiles as that is where many users search.

4. Landing Page Optimization

Driving traffic to your landing page is important, but it’s only part of the goal. What’s also important is converting clients with a well-designed page that is well structured and has:

– a message that matches the ad’s message and intent.

– a contact form that is easy to fill out.

– testimonials and case studies that show your experience

– clear navigation to services and FAQs

5. Leverage Extensions

Google offers extensions or assets that help to enhance your ads, such as:

– Call extensions to add your phone number so people can call you directly.

– Location extensions to show your address and map in the ads.

– Sitelink extensions that direct users to specific pages like “Divorce Services” and “About Us” and many others.

6. Budget Management

Setting a Google Ads budget for divorce solicitors is one of the main challenges when get started. It’s not easy to know what budgets to set for your new campaign.

However, many divorce solicitor campaigns start with a low budget like £500 per month and then this is increased as performance improves.

Also, doing some keyword research will give you an idea of what budget to set based on the average cost per click of your keywords.

 

Tracking and Optimisation

Ongoing optimisation of your campaign is critical, because of competition and the many changes that happen online.

So, you need to setup conversion tracking and regularly review your campaign performance.

Some areas to monitor are:

– Click Through Rate (CTR): to ensure your ads are engaging.

– Conversion Rate: to ensure visitors turn into customers.

– Quality Score: to improve keyword performance and landing page experience.

 

Conclusion

Google Ads is a game changer for divorce solicitors. It has powerful tools that help you acquire new leads and grow your client base. And with proper execution, it can become an invaluable asset in your marketing toolkit.

I’m a Google Ads specialist and I’ve worked with many divorce solicitors over the years. Contact me to discuss your requirements.