Using Google Adwords as a lead generation tool is a fantastic way to grow your law firm, as most people will use the internet to look up local law firms and attorneys. Here is a detailed look at how we help local lawyers with lead generation.

A couple of background points:

• Google Search Likelihood: High
• Decision Making Process: Moderate
• Key Selling Points: No fees up front, success winning large settlements, experience, personalized attention
• Competition Index: High
• Invoice Range: $3k-$10k+

Characteristics of an Ideal Fit For PPC Advertising:

• Good existing website with lots of useable content
• Personal Injury (PI) is the firm’s singular (or at least main) focus
• Highly experienced
• Evidence of large settlements won
• Strong affiliations, memberships, credentials
• Strong community involvement

Who are the best potential leads?

• Prospective clients have generally been involved in some kind of accident or an otherwise traumatic experience that led to unexpected injury (or worse), potentially as a result of negligence on another party.
• Buyers are likely angry, nervous, scared and unsure of what their options are.
• In most cases, this is one of several items weighing on their mind.
• Prospective clients will likely have a lot of questions as well, which combined with their mental state will require the firm to be very patient.
• Prospective clients are likely to choose to call firms that portray their experience, speed, personalized service and history of success.

Who is not a great target audience?

• Anyone without a legitimate case
• These will be weeded out quickly based on preliminary evaluation

Geographic Targeting:

• Typical radius: 15-25 miles, depending on population density and competion

Case Study Metrics: 

• Average conversion rate for lead generation is 10%
• Client is using our landing page (LP). Other clients in our portfolio not using our LPs have a much lower conversion rate.
• GOAL: 20% Conversion Rate
• PERFORMANCE: 40%+ Conversion rate over the last 90 days
• Proven Results:
  • Increased conversions by 55% in the most recent 90 days compared to the first 90 days of management
  • Decreased CPA by 22% over the last 90 days

Recommended Campaign Focus:

• General – Search
  – Best personal injury lawyer / attorney / law firm
• Case Specific – Search
  • Auto accident attorney
  • Slip and fall attorney
  • Dog bite attorney
• Display – recommended for brand awareness and brand building
• Keep in mind: Prospective clients will often make a decision based on how familiar they are already with the law firm. Multi-channel advertisers are often the most successful.

Recommended Media Budget:

• $3,000/mo recommended, $1000/mo minimum
• Can scale based on geography/volume

Best Practices:

• Answer the phone every time – missed calls = missed opportunity
• Respond to email inquiries within 30 minutes max and consider offering an auto-response informational piece via email
• Goal of each call: 1-on-1 consultation
• Promote urgency: the longer a client waits, the less they’re likely able to collect.
• Promote experience: you’re not speaking to a paralegal or other administrative assistant – the consult is with a lawyer
• Avoid having to get back to the prospect – they will move on