How to Get Legal Leads with Local Paid Ads

Lead generation is a perennial challenge for law firms. As competition heats up, traditional methods may not provide the desired results. This can leave you feeling frustrated and stuck. The good news? You do not have to settle for mediocre results. When you use local paid ads to get legal leads and attract a steady stream of potential clients who are in the same location as you. The key is to use the best possible strategies to ensure your law firm is the one that stands out.

The importance of local paid ads in legal lead generation

Understanding the importance of local paid ads, as well as what challenges they create, is crucial for law firms that want to improve how they get legal leads. The statistics below give you an idea of the basic things to be aware of in terms of local paid ads.

Firstly, Google’s Economic Impact Report indicates that for every $1 spent on Google Ads, businesses make about $2 in revenue. As a law firm, this can create huge returns on investment when you target local leads.

In addition, WordStream reports that the average conversion rate for the legal industry on Google Ads is 6.98%. This points to how potentially effective a well-crafted ad campaign is to get legal leads.

These numbers don’t need to seem daunting. You can get the results you want, too. When you use the right strategies, you can overcome any challenges you’ve run into and get more legal leads for your firm.

Effective strategies to get legal leads with local paid ads

There are several great strategies to use with local paid ads. Some of the most effective and creative options are outlined below to boost your lead generation efforts.

Leverage geo-targeting for maximum impact

Geo-targeting lets you focus all your advertising efforts on certain geographic areas. This ensures that the ads reach potential clients near you. This is especially useful for law firms as most clients want to access local legal assistance. 

There are several ways you can hone your geo-targeting efforts for the best results. For instance, make sure you add local keywords to your landing pages and ad copy. As an example, you might use “Miami personal injury attorney” instead of “personal injury attorney.”

In addition, consider adjusting your bids by location. You might increase bids in areas where you especially want more clients, which can give you better visibility in these specific regions. Also, set a radius around your home office so you can target potential clients who are within a certain distance.

Create compelling landing pages and ad copy

Your landing pages and ad copy are integral to turning clicks into leads. You want them to be informative, engaging, and tailored to the specific needs of your potential clients. One way to do this is by optimizing for mobile audiences. Make sure all landing pages are mobile-friendly since many users access law firm sites from smartphones.

Another thing to do is highlight your expertise. State what your firm is good at and explain the benefits of choosing you over the next company. Use strong calls to action to encourage possible clients to reach out. Incorporating positive testimonials and reviews can also be useful to increase credibility.

Utilize ad extensions to enhance visibility

Ad extensions can increase the visibility of your ads and provide extra information to potential clients. They make your ads more appealing and informative which can lead to increased click-through rates. 

There are a few types of ad extensions to be aware of. The first is a location extension, which shows your business address, phone number, and map. This makes it easier for clients to find your office. Call extensions are useful for those who want to call your office directly. They work well for immediate leads. Sitelink extensions are also available to guide users to certain pages of your website to obtain relevant information.

Implement retargeting campaigns

When a possible client comes to your website and doesn’t convert, you might want to reach out to them. Retargeting ads are the best way to do this. The ads remind these people of your service and encourage them to return so they can take action and become clients.

Make sure you create specific retargeting ads. These should address the concerns and interests of visitors who didn’t convert. You might wish to include additional incentives or information to bring them back. 

To avoid overwhelming potential clients, it’s a good idea to set frequency caps. This limits how often someone will see your retargeting ads. In addition, consider segmenting your audience for the best results. Tailor the ads based on the pages that visitors viewed or what they did when they landed on your website.

Get legal leads using the best strategies for local paid ads.

When you need to get legal leads, one of the best methods is through using local paid ads. However, it’s equally important to make sure those leads get through to a human when they want to connect with your team. At Smith.ai, we provide virtual receptionists who are available on the phone at all times, so you never miss out on a potential client. In addition, we offer additional services, such as appointment setting, lead intake, and payment collection to improve your communication efforts.

To learn more, schedule a consultation or reach out to hello@smith.ai.