Loren Hosting — How Much Should Media & Intellectual Property Solicitors Spend On Google Ads?
If you want to generate a handful of enquiries as one fee earner, for one service offer ‘patent infringement’ for example, it can cost you as little as a few hundred pounds. A few hundred pounds can generate a handful of enquiries and leave you with 2 or 3 instructions worth over £1000 in fees.
Successful Google Advertising always aims to provide a heathy return on investment. For best results aim for a 3:1 return on your investment, many times you will find that it often goes past a 10:1 return, in which case you are really enjoying yourself.
If you want to promote more than one service for your firm on a local level, such as ‘patent infringement’ and ‘IP audit’ then the initial marketing investment will likely be around £1,000 per month into Google Ads. With this amount you will be able to generate enough visitors to your website for each service which will lead to an increase in enquiries and eventual instructions.
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What if Google Ads doesn’t work?
Many solicitors worry that Google Ads either doesn’t work at all or won’t work for them based on bad personal experiences or the word of others trying to use the platform. Typically, poor performance with Google Ads is because a solicitor has not invested enough of a budget into the campaign, so simply cannot expect to make it work. Solicitors needs to spend enough to generate enough clicks to your website — at least 200 clicks per month will more likely deliver a consistent volume of enquiries.
If you are generating a quality amount of clicks but still not receiving enough enquiries, you may have errors on your website that need to be corrected or optimised: perhaps the web page you are sending prospective clients too doesn’t provide a solution to their problem clearly. Perhaps you are missing clear call to actions telling clients to ‘call here’ by pressing a button linking to a telephone number. It is an error to think prospective client will search for your contact information — make it visible, do this now if you haven’t already! Perhaps you are targeting the wrong keywords (the words potential clients type into Google to find your services). Does your page have reviews on it, seen clearly and visibly. Perhaps you don’t have a clear call to action linking your landing page to a separate enquiry form made just for enquiries (not normal your contact page).
Big teams aiming to market several media and IP services will need a substantial budget to acquires enough clicks for enquiries. The more services, and the more lawyers serving equals an increased budget. Also if you are using Google Ads to target particularly competitive legal service areas, there is a chance that you will needs to invest 5 figures budgets.
To summarise: Using Google Ads to market your law firm and capture quality clients costs anywhere in between a few hundred pounds every month to a few thousand pounds and even more if you are a larger firm with teams of fee earners.
- How many fee earners you are looking to feed with new clients
- How many areas of law you are hoping to target; and
- How competitive the area of law is for the area(s) of law targeted.
If you found this content useful or would like more tips on marketing your media or intellectual property law firm, head to LorenHosting.com
