How Long Does It Take a Law Firm To Reach Google Ads ROI?
The reality behind Google Ads ROI in the legal industry is that unless you’re an established Law Firm (with a well established Google Ads account) it’s difficult to determine what your Google Ads ROI projection will look like with any degree of certainty. This is primarily due to the typical amount of time some cases take to settle, which can be anywhere from 3-6 months down the road or more. If you have an established Google Ads account (an account that has been running for at least 2 years) you can easily look at the top converting keywords for the case types that you liked best, and then bid on only the keywords and phrases that produce those case types (over simplified albeit).
If you have an established book of business but are new to Google Ads, you can look at the average amount of time it takes your ideal case types to settle to get an idea of the types of cases you want, and then assess whether the types of cases you are driving meet that criteria, and if they don’t you can adjust from there. However if you are a newer firm without a book of business, (and you’re new to the advertising sphere) you should take serious consideration into compensating in some way as many areas of practice are highly competitive and don’t take kindly to new advertisers encroaching on their impression (market) shares.
Enhancements in reporting capabilities over the past decade have made it relatively easy for smaller/newer businesses to harness the power of analytical tools that were once thought to be only accessible by the biggest corporations. Data scientists and marketers at SYZYGY are working together to bring the power of these technologies to Law Firms who see the value in them, and the advantages that come along with them cannot be understated. Smaller Law Firms can now compete with the larger, traditional Firms of the past using Google Ads. By targeting the specific cases they want, smaller Law Firms are able to intentionally place their ads in front of the case types of their choosing consistently. This kind of targeting is the future of advertising, and will allow smaller Law Firms to grow faster than ever.
This means that for new Google Ads accounts, detailed tracking and reporting tools are crucial in making determinations about whether the cases being driven by your Ad Agency are settling, and how much they are settling for.
You need to be able to tie the keyword that the potential new client types into Google to find your Law Firm to the name of the potential new client. In many cases this can easily be facilitated with the assistance of your CRM (Ie. Salesforce, Hubspot etc.), which can carry over the Google tag that communicates that a user came through one of your ads, and will even tell you what keyword they typed into Google in order to find your Law Firm’s website. You can then accurately track and report on form leads from the website to determine your Google Ads ROI.
Call ads are treated a little differently in determining Google Ads ROI, and while in some cases these can be tracked in a very similar fashion to the previously discussed form leads. It’s generally a good rule of thumb to have your receptionists ask every person who calls how/where they found you and if they remember what they typed in to find you. I recommend Twilio’s phone API to assist with tracking phone calls for organic leads, though keep in mind even in the best of circumstances there will almost always be some percentage of paid and organic leads that call you through your main number. From a 500 foot view, your Law Firm’s resident data scientist (you do have a resident data scientist, right? Just kidding that’s you..) should have a vigilant eye on the following at all times:
- Accurate and Thorough Tracking Setup – the obvious challenge in front of you, and while it can be a hellish job, it’s a one-time task that will pay off ten fold if performed correctly.
- Making time-sensitive changes to your digital strategy based on actionable data from the reports created from the tracked data – inferred by a professional analyst within a timely manner in order to take advantage of the actionable data that’s being collected. Collecting the data doesn’t do you much good if you don’t do anything with it.
- Establishing A Program To Monitor & Fix Broken Tracking Codes – set on a schedule, and checked consistently and thoroughly to ensure no tracking codes are breaking or misfiring. Updates to your websites theme can break these codes unexpectedly, and without warning. This is by far the most overlooked of the three, and therefore you should pay extra close attention to it for that reason.
Exclusively For Law Firms
Cross-industry advertising is fine when the level of competitiveness is low, and the opportunities are many. However, when the business is a Law Firm, the level of competitiveness can be fierce. This level of competition requires the attention of specialists.
SYZYGY is a team of highly experienced attorneys, paralegals, Google Advertising specialists, and legal writing professionals who have all worked for Law Firms. We understand what it takes to give your Law Firm a competitive edge.