Google Ads can be a game-changer for solicitors looking to attract clients, but it’s easy to fall into pitfalls that drain budgets and lower conversion rates. Based on recent analyses, we’ve identified the top 10 mistakes law firms often make and how to avoid them to ensure your PPC campaigns are cost-effective and result-driven.

Common Mistakes and How to Avoid Them

Here’s a breakdown of the 10 most common Google Ads mistakes for solicitors, with practical tips to steer clear of them:

• Not Properly Managing Negative Keywords: Failing to update negative keywords, like “free legal advice,” can waste clicks on unqualified leads. Regularly review search terms and add irrelevant ones as negatives using Google Ads’ search terms report (Google Ads Help).

• Using Generic Instead of Specific Keywords: Broad terms like “lawyer” attract high costs and low-quality traffic. Focus on specific keywords like “divorce solicitor” using tools like Google Keyword Planner (Google Ads Keyword Planner).

• Not Including Numbers in Ad Headlines: Numbers, such as “95% Success Rate,” can boost click-through rates by adding credibility. Include statistics or years of experience in your headlines.

• Not Using Dedicated Landing Pages: Sending traffic to your homepage can confuse visitors, leading to high bounce rates. Create tailored landing pages for each service with clear calls-to-action, as suggested by experts (Good2BSocial Landing Pages).

• Poor Lead Tracking: Without tracking, you can’t measure ad performance, risking inefficient spending. Use Google Analytics and call tracking to monitor leads (Google Analytics).

• Overcomplicating PPC Campaigns: Too many keywords or complex structures can hinder management. Keep it simple with focused ad groups, max 12 keywords per group, as per best practices.
• Lack of Proper Targeting: Not setting geographic or demographic targets can waste budget on irrelevant traffic, like targeting overseas for local services. Use Google Ads location targeting options.

• Not Using Ad Extensions: Missing extensions like call or location extensions reduces ad visibility. Enable and optimize them to enhance clickability.

• Not Protecting Your Brand Name: Competitors might bid on your firm’s name, pushing their ads above yours. Create a dedicated ad group for your brand name to protect it.

• Not Testing and Optimizing Ads: Failing to test ad copies or landing pages means missing better-performing variations. Regularly A/B test and remove underperformers after about 30 clicks.

Conclusion

Avoiding these mistakes can help solicitors maximize their Google Ads ROI, attracting high-quality leads and growing their practice. Remember, PPC is an ongoing process requiring continuous monitoring and adjustment.