At SunHouse Marketing, we’ve spent a whopping 15 years and invested thousands of hours meticulously crafting, brainstorming, testing, and pushing the boundaries of ad campaigns.
Our journey has led us to uncover 8 powerful keys to building rock-solid lead generation campaigns. These aren’t just any campaigns; they’re the secret sauce that not only fuels family law firms with traffic and leads but, most impressively, ushers in a steady stream of new clients and revenue.
Follow each of these steps, and you will have the most efficient, effective & profitable ad campaigns among all of your competitors.
Choosing the right keywords is a fundamental step in your campaign, and we emphasize this because it’s often neglected. Your keywords are the building blocks of your strategy, and their selection can make or break your success.
It’s mission critical to ensure that you’re targeting keywords that are highly likely to connect you with potential clients for your law firm. This requires a balance between precision and expansiveness.
Consider a family law firm, for instance. The way people search for family law services varies widely, and not all search terms may be relevant to your practice. Let’s examine a few examples:
These keywords are quite explicit, indicating a clear intent to find legal services. However, don’t overlook keywords that don’t explicitly mention “lawyer” or “attorney” but can still yield substantial returns:
The key here is to pinpoint the specific terms that align with the services you offer. Based on our experience, we recommend focusing on keywords similar to the ones listed above. Going too broad, such as targeting just the word “divorce,” can flood you with unqualified leads. Avoid the pitfall of targeting overly generic keywords like “lawyers near me.” Your chosen keywords must clearly specify your legal expertise and the services you provide.
As demonstrated earlier, a wide array of keywords exists to connect with your target audience, and each of these keywords signifies a distinct user intent. Consequently, employing a one-size-fits-all approach by displaying the same ads for all these keywords is not a prudent strategy.
Instead, opt for a more tailored approach by dividing your keywords into separate campaigns and ad groups, each accompanied by its own unique ad text.
Let’s delve into an illustrative example:
Imagine you’re operating a law firm in Houston, and you’re targeting the keyword “family lawyer near me.” In this scenario, it’s crucial to craft an ad headline that resonates with the user’s local intent. A suitable headline might read, “Houston Family Lawyer: Contact Us for a Complimentary Consultation.”
Now, consider a different scenario where someone searches for “how to get custody of my child.” In this case, a generic ad won’t cut it; you’ll achieve superior results by directly addressing the search query. Your headline should be finely tuned to the user’s intent, reading something like, “Need Assistance Gaining Custody? Our Experts Are Here to Assist. Reach Out for a Free Consultation.”
This concept can manifest in numerous variations, but the core principle remains consistent: segment your keywords and deploy ads that precisely align with the unique intent of each segment. This approach enhances the relevance of your ads and improves your overall campaign performance.
This is absolutely crucial to understand.
A keyword refers to the word or phrase you provide to Google to trigger your ads. Examples of keywords include “divorce lawyer,” “divorce lawyer near me,” and so forth.
On the other hand, a search term represents the actual words that someone enters into Google, leading to the activation of your ad.
Frequently, you may observe that your selected keywords and the resulting search terms differ significantly. Without effective keyword management (which we’ll delve into shortly), your search terms can veer off course entirely.
For instance, if you exclusively target the keyword “divorce,” you might discover that your ad is displayed when people search for unrelated terms such as:
The good news is, you can prevent wasting your budget on irrelevant search terms by employing match types and negative keywords effectively.
Fran Jakubowicz is the CEO of SunHouse Marketing, a full service digital marketing agency with a track record of excellence. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for her clients. Fran invests in training and certifying her team across all digital marketing channels to ensure that her clients are benefiting from the freshest digital marketing strategies, Google best practices and tools available. Working across multiple verticals including health, pharmaceutical, finance, law, education, non-profit and eCommerce, Fran and her team have been helping organizations reach their digital goals since 2009. Fran grew up in communications. Early in her career, she worked in her family’s public relations firm, DCI (Dworkin Communications Inc). Since that time Fran has been involved in an impressive array of projects, assisting companies and non-profit organizations to attain their goals. In the days before the internet Fran practiced traditional marketing and PR. With this background, it was only natural for Fran to evolve her skills, and to become a very successful online marketer. In a rare combination, Fran blends over 20 years of experience with her love and passion for the latest and hottest technologies. This unique worldview allows Fran to assist companies to achieve their goals. Connect with Fran on LinkedIn.