How to Design a Successful Google Ad

The concept to design Google Ads (formally, Google AdWords) is relatively simple. Creating a Google Ad is the difficult part. Creating Google Ads for lawyers is even more difficult.

This guide to creating Google Ads for lawyers will make it easier.

Note: You should use a Google Ad manager to manage your Google Ad campaign but you should be familiar with how to design your PPC ads.

Why Are Google Ads More Important Today?

Search engine optimization (SEO) for your website used to be crucial.  It’s still important and will remain important in the future because potential personal injury clients will find your website in the organic search results when searching with long-tail keywords or oral questions. We still get lots of new clients who find our website in the organic search results.

But now, Google Ads are even more important because organic search results are no longer seen when Google thinks someone is looking for a lawyer.

Now, when someone looks on desktop or asks Google on their phone, “Find a personal injury lawyer” or “Find a personal injury lawyer near me”, instead of showing your website in the organic search results, Google will show Google ads.

Google has evolved over the years to generate more revenue. Not long ago, Google showed mostly “organic” search results when someone searched for a lawyer.

What are organic search results? Those are the websites which appear in the search results without paying an advertising fee to Google.

Comparison of Google Search Results and Google Ads — 2010 and today

This image is a screen capture of the Google search results in 2010 on a desktop computer for the search “Denver motorcycle accident lawyer”. The Google ad boxes are outlined in red at the top and side of the organic search results. The organic search results are outlined in green.

Google Search Results on January 10, 2010

Google Search Results on January 10, 2010 with only three Google ads at the top with regular search results visible. (click to see larger image)

Now, Google has changed to become the new Yellow Pages. If Google thinks you’re searching for a personal injury lawyer on a desktop computer, every result above the fold (without scrolling down the page) is a Google ad.

This is a screenshot showing a comparison of the same search result for “Denver motorcycle accident lawyer” on a desktop computer  in 2018. Today, you can see in this image that Google is showing three ads above the fold. No organic search results are seen on the screen. If someone does not scroll down the screen, they will not see your website!

Google search results on 2018-10-18

Google search results today on desktop computer showing only Google ads on the monitor screen above the fold. (click to see larger image)

This image shows a screenshot for the same search result “Denver motorcycle accident lawyer” on a mobile phone. Every result on the screen is a Google Ad for personal injury lawyers.

Google search results on mobile phone

Google search results on mobile phone showing only Google ads on the screen. (click to see larger image)

Why Do You Want a Better Performing Google Ad?

You think a better performing Google Ad will get more business for your money but what you may not know is that if your Google Ad performs better than your competitors, your ROI will be compounded.

Google Ads are rated by Google with a Quality Score. A better performing Google Ad will give you a higher Google Quality Score.

A higher Google Quality Score will reward you with 1) higher placement in the Google ad rankings and 2) lower charge for the ad click!

WordStream gives an explanation about Google Quality Score and how it affects PPC.

What a Potential Client Does When Searching for a Lawyer on Google

  1. Searches on Google
  2. Sees several Google ads
  3. Clicks on the most noticeable and appealing Google ad
  4. Contacts the lawyer (hopefully)

Concept of Designing a Google Ad

  1. Create a Google ad that instantly stands out from the competition.
  2. Create a Google ad that acts as a magnet enticing the viewer to click on your ad rather than your competitors’ ads.
  3. Create a custom landing page to increase the probability of the searcher calling you.
  4. Hire a Google Ad manager.

Features Which Make Google Ads Successful

Using these known features in the design of your Google ad will substantially improve the click-through rate and ROI:

  • Brand name
  • Trademark symbol ® or ™
  • Typographical symbols (such as * + – % @ & $)
  • Numbers
  • Great offer
  • Benefit
  • Call to action

Example Google Ad for a Personal Injury Lawyer

This Google Ad for a personal injury lawyer has all the features of a successful PPC ad.

Mobile ad for targeted motorcycle niche casesGoogle mobile ad for motorcycle lawyer

Desktop ad for targeted motorcycle niche casesGoogle desktop ad for motorcycle lawyer

Title

  1. Specifically speaks to the problem of the target audience and says what the lawyer does;
  2. Stands out from competing ads by including a brand and registered trademark symbol; and
  3. Includes a free offer.

Description

  1. Includes a free offer;
  2. Includes a benefit important to the target audience (to prove the accident wasn’t their fault);
  3. Includes the benefit of personal service;
  4. Includes a call to action with the convenience to call days/nights/weekends; and
  5. Repeats the call to action to call now.

Mobile ad for general personal injury cases aimed at targeted geo-locationGoogle mobile ad for personal injury lawyer

Designing Google Ads for Lawyers

There is a science to designing Google Ads but designing Google Ads for lawyers is different than designing a Google ad to sell candy for the holidays.

The above features substantially improve the performance of every type of PPC ad on Google, Bing, and other platforms but they need to be adapted for lawyer advertising.

Brand name –

Using a brand name is probably the most important and serves two purposes:

  1. A recognizable brand name or a brand-name that just looks like it should be a recognizable name helps your ad to stand out from your competition; and
  2. A brand is an attractant enticing potential clients to click on your ad.

Some states do not allow lawyers to use a trade name. In those states, lawyers can use a vanity phone number or domain name (website name) such as ChicagoAccidentLawyer.com as effectively as a brand name.

Google does not allow phone numbers in Google Ads but Google does allow vanity phone numbers because they are brands.

It’s vital to use your vanity phone number in your Google ad title precisely because it is a brand and will make your ad stand out and make the searcher want to click on it.

It’s also important to use your vanity phone number in the ad title so people who have seen your off-line advertising or website will recognize your brand when they see your Google Ad.

Tracking vanity phone numbers: You can use use a vanity phone number in your Google Ad and still track your phone calls. The vanity phone number is really used to get people to click on your ad. They will call you by clicking on a button or a link from your vanity phone number which uses a tracking number. Additionally, vanity phone numbers can be tracked, so you can still track anyone who calls your vanity phone number.

The vanity phone number for personal injury lawyers in this Google Ad makes the ad stand out; attracts the searcher’s attention; and makes it more likely that the potential client will click on the ad because it is immediately recognized as a brand (even where it hasn’t been seen yet) and creates an image of a successful personal injury attorneyGoogle Ad for motorcycle lawyer

Trademark symbol ® –

A trademark symbol serves two purposes:

  1. ® visually helps your ad to stand out from an ad with a lot of words.
  2. ® identifies a brand and signifies recognizable importance. It attracts the searcher, making the searcher want to click on your ad.

A registered trademark ® is best because it is highly recognizable. In fact, ® is itself a brand. But if you don’t have a registered trademark, you can use a common law trademark ™.

Example: White Shark Lawyers™. If your state doesn’t allow a trade name, use a website name with the trademark symbol like this: WhiteSharkLawyers.com™.

I’m using White Shark Lawyers™ as an example instead of Killer Shark Lawyers because personal injury lawyers usually want to portray themselves as aggressive but that can actually scare off potential clients from calling. White Shark Lawyers™ identifies the personal injury lawyer as aggressive but sounds a little more approachable.

The 411 on Using Numbers 123 –

Numbers make PPC ads visually stand out by breaking up blocks of words with just letters. Any number or series of numbers can be used to stand out.

Simply tacking on 999 to your title or headline will make it stand out. Don’t worry if the numbers do not make sense. Just make sure it stands out. Better, use numbers that have recognizable significance such as 411 or 911. You could write in the description, “Let us help you make your bankruptcy as simple as 123.” We’ll show you an example below.

Typographical Symbols * + – % @ # & $

Typographical symbols also make PPC ads visually stand out by breaking up words and letters. That will increase your CTR & ROI $$!

Great Offer –

While your Google ad isn’t going to offer a half-price legal fee, there are things a lawyer can offer. For instance, we offer:

  • NO FEE for Motorcycle damage$ claim

You can even state the obvious

  • 1/3 Legal Fee paid ONLY at end of your case!

Your legal fee may be the same as every other personal injury lawyer and paid at the end of the case as with other personal injury lawyers but this makes it sound like other lawyers’ legal fees may not as good as yours.

Other offers you can make are FREE consultation! and NO FEE unless we get money for you!

There are many offers you can make if you just give it some thought. Don’t be afraid of offering the obvious.

Benefit –

Again, there are many benefits that you might be able to offer that other lawyers do not or you can simply offer obvious benefits.

Some examples:

  • We’ll protect your rights, right now!
  • We Can Do An Asset Search — know when accepting the policy is right

and my personal favorite:

  • Personal service!

Call to action –

Tell people what to do:

  • Call 24/7  & we’ll give you the 411 for FREE on how to protect your rights! Call right now!

When you’re done designing a Google Ad for lawyers, it should look like thisGoogle Ad for motorcycle lawyer

Landing Pages

Google Ads are very expensive and you should expect to pay 15% of your budget to a Google Ad manager. The last thing you want to do is waste your money.

If you send click-throughs to the homepage on your website, you will have an abysmal conversion rate. You may as well send people to your competitor’s website.

You must use a landing page. Just as important, you must use a custom designed landing page. And, just as important, you should use several custom designed landing pages designed specifically for what the potential client is searching for.

It’s vital that your custom designed landing pages are well designed by experienced landing page designers. The statistics reported by Search Engine Land shows why.

Search Engine Land reports:

  • Approximately 25% of all Google Ad accounts are converting less than 1%!
  • The median conversion rate for the legal industry is 2.07%
  • The top 25% of legal ads convert 4.12%
  • The top 10% of legal ads convert 6.46%

Should You Use a Google Pay Per Click Ad Manager?

A Pay Per Click ad manager usually charges a minimum monthly fee and 15% of your advertising budget after you meet the minimum. There is usually a three month minimum commitment.

The minimum commitment is necessary to perform analysis of your campaign and fine-tune adjustments for optimal performance. Although the minimum commitment is usually three months, I suggest a minimum commitment of 6-9 months to get a clear picture of your results.

If you have the time, you might be tempted to set up a Google account and do-it-yourself but it’s a lot easier and will cost you a lot less at the end of the month if you use a PPC manager.

This is a list of just some of the things a PPC manager will do for you:

  • Set up Google and/or other PPC campaigns
  • Design your Google Pay Per Click Ads
  • Design and create custom landing pages
  • Bid optimization
  • Keyword optimization
  • Negative keywords
  • Improve Quality Score
  • A/B Ad Testing – Image Ad Split Testing
  • Competitor analysis
  • PPC Call Tracking
  • ROI Conversion Tracking
  • Bid Modifiers
  • Geo-Targeting improvements
  • Device adjustments
  • Landing page heat maps
  • Day Parting analysis
  • Click fraud detection
  • Obtain reimbursement for click fraud

Read about how to design landing pages for lawyers

If you’re interested in licensing 1-800-HURT-911® for your personal injury law practice or just have some questions about advertising, feel free to call me now.

Call Phil Franckel, Esq.
7 days / nights
CALL NOW!
>> 1-888-505-5464

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About philesq

Philip L. Franckel, Esq. is a Partner at FRANCKEL & PLEVY, LLP Accident Attorneys at 1-800-HURT-911®; Rated 10 by Avvo; Avvo Client's Choice with all 5 star reviews; Avvo Top Contributor; and a former Member of the Board of Directors of the New York State Trial Lawyers Association. Mr. Franckel is well known in New York for representing motorcyclists and created the motorcycle awareness campaign BE AWARE MOTORCYCLES ARE EVERYWHERE®. Mr. Franckel is also President of 1-800-HURT-911, Inc. and publishes LawyerAdvertisingBlog.com

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