Has your law firm tried Google Ads before without success? Well the truth is if every law firm that ever attempted Google Ads to drive new leads was successful with it there would be no advertising agencies out there to help them. Over the last 10 years working in attorney and law firm marketing I know what expectations are necessary to agree to prior to beginning a new working relationship with any search advertising specialist, and that’s what I will cover in today’s blog.
My hope is that reading this will save you time and money as you seek out the right marketer for you and your firm.
Expectation #1 : You want to hire an expert
This is the most basic expectation, it might seem elementary to even say, but you would be surprised at some of the inquires I get!
I once had a prospective client that told me they wanted one thing, which I can help with, but after the second conversation we had I learned that they weren’t actually in alignment with that they were saying they wanted. This business owner said they wanted to grow their business, but they just did not have the right mindset when it comes to business to be able to work with us. Let me explain.
The business owner believed that the first thing they needed was a unique legal service they can offer. This seems pretty logical, however its important to get specific about what you really need to grow your business. What any business needs first is customers that are interested in your service. Just because you have a service doesn’t mean anyone wants it, that there is a market for it. I can crumple up 5 pieces of paper into a ball and put on a website the service I provide, but that doesn’t mean I’m going to get a plethora of customers reaching out to me about my services.
It’s basic supply and demand.
Have you ever seen the movie “The Wolf of Wall Street?” In the movie Jordan Belford asks a colleague to sell him this pen to teach his team a lesson about supply and demand. The first person turns down his offer to avoid looking foolish, and the second colleague says sure I’ll sell you that pen. He takes the pen from Jordan as as he does he turns and asks him, “hey can you do me a favor and write your name on that napkin?” Jordan responds “I don’t have a pen.”
The takeaway here is you should be absolutely clear about what your product or service is. When Estate Planning Lead Pros meets with a new prospective client the expectation is they are there because they want to hire an expert. They want to work with someone they can trust and can provide them the best advice and execution on their marketing campaign.
Expectation #2 : You want to grow a longterm relationship with your marketer
As long as I’ve worked with law firms I can tell you that Google Ads are a great place to start. That said, there is more to running a campaign than just setup and forget. It needs to evolve to what works best and needs to be measured because what gets measured gets managed.
Our second expectation we encourage you to consider is don’t expect working with a Google Ads expert to be a sprint. Getting a streamlined ad campaign running for any business requires patience, conditioning and a plan to get there. It’s truly a marathon, and should be treated as such when you commit to working with your expert. Regardless of who you choose to work with, if you don’t allow for at least a couple months for your campaign to fully optimize you aren’t measuring anything. And therefore, have nothing to manage.
Lastly it’s important to note that bringing traffic to your law firm’s website is only one piece of the puzzle to a winning Google Ads campaign. Your law firm’s website design, look and feel need to be easy to use, easy to understand, and your website’s user experience should take your prospects on a journey.
To achieve a great long-term working relationship with your Google Ads expert for your law firm you should keep in mind that your website that could be fundamentally flawed. That would be a great question to ask by the way! What can you do to make my existing website convert better, and do we need to start over? I promise being open to a fresh start by the expert managing your law firm’s Google Ads will pay dividends in the long run.
Expectation #3 : If something isn’t working, you communicate
If something isn’t working the way you want then the expectation you should have for yourself is to communicate issues with your expert. Common issues like maybe the last call you received was outside of your service area, or the last 3 prospects were just shopping or didn’t have any money. These are great things to communicate.
Google Ads for law firms is a great place to start, but it’s important you approach hiring a Google Ads expert with the right expectations ahead of time.