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The #1 Reason Why Big Money Doesn’t Equal Success With Google Ads

Do you work for a small to medium-sized law firm?

Have you ever wondered if it’s possible to succeed with Google Ads when other firms have a larger budget?

You’re not alone. Many law firms have tried and failed at PPC. They’ve thrown money at a campaign and received minimal ROI (‘return on investment’).

This can be rather discouraging.

Here’s the thing – no matter what your budget is, someone else can always beat it.

Take a different approach. Ask yourself, ‘What can I offer people that my competitors can’t?’

Let’s take a look at some of the key advantages of NOT being a big law firm. At the end, you’ll understand the importance of positioning yourself in the marketplace.



Let’s say an asbestos victim is looking for a lawyer. We’ll call him Steve.

It turns out that your law firm is great at asbestos law. You are thinking of starting a PPC campaign to generate leads. Now what? It’s time to position yourself in the marketplace.

Do you think it’s likely that Steve doesn’t trust corporations? Of course. After all, the corporations are the ‘faceless scumbags who are at fault’. That’s why Steve is suffering from an asbestos-related illness.

Steve deserves justice. Who’s going to deliver it? You.

Why would Steve do business with a large corporate law firm? Aren’t the corporations all ‘in bed with one another’? How could he trust them to look after his best interests?

This is why Steve might choose YOU instead of a big law firm.

You’re the little guy and so is Steve.

So, now what?

Make sure you appeal to Steve’s pain points and concerns. How?

Appealing to pain points and concerns

  • Research appropriate keywords. How? Google Ads will walk you through this. You can also use keyword tools. Ubersuggest is free.
  • I encourage you to find keywords that relate to your target market. In other words, steer clear of competitive and expensive keywords. Instead, choose keywords with a decent amount of traffic that people like Steve are using.
  • Create an eye-grabbing headline and description
  • Design a landing page that provides Steve with more information about your services.

Ensure you answer the following questions in your Google ad and landing page:

  • Why should he trust you?
  • Who have you helped before?
  • Did the media report on a case you worked on?
  • How are you different from the corporations that have ruined Steve’s life?
  • Why do you hate the corporations too?
  • What drives you to succeed?
  • What are the benefits of choosing your law firm over a larger firm?
  • Do you have client reviews and testimonials? Use them!
  • Are you recommended on Doyles or any similar guides?

What Other Advantages Do You Have Over Big Firms?

Advantages Big Firms

I have used ‘trust’ as an example. What else can you offer potential clients that a big firm can’t? Relatability? Responsiveness? Personalised service? Dedication? Enthusiasm? Direct contact throughout the case?

Yes, corporate firms can offer all these things. This article is not designed to disparage the great work that they do. I’m offering suggestions on how to position yourself against a large firm. After all, it’s easier for a small firm to convince ‘Steve’ that they hate the corporations as much as he does.

Consider this too – maybe you’re hungry to succeed in a large class action? Perhaps you want to make a name for yourself as a fearless advocate for victims in a particular niche? Use your inexperience as a strength. You would be amazed by how powerful this can be. After all, most people want a lawyer that is as invested in succeeding as they are.

How To Set Up Your Google Ads Campaign

Google Ads Campaign

Now that you understand how to position yourself, what next?

I have covered the basics of setting up a Google Ads campaign in previous articles. This article covers keywords, landing pages, copywriting, headlines and other essential concepts. I wrote another article that covers the basics of law firm marketing. It includes advice on Google Ads.

For example:

  • Which practice areas are best suited to Google Ads?
  • Which keywords should I choose?
  • How much should I spend?

These articles will equip you with more knowledge than most of your competitors. You will also learn how to create a lean and effective campaign. This will help you direct money to other marketing ventures.

Why is this important? Every law firm should have a comprehensive marketing strategy. It’s akin to creating a diversified investment portfolio. When one channel suffers, the others can pick up the slack.

The Takeaway

Here’s the thing – the fattest budget doesn’t always win at Google Ads.

Sure, you can throw money at a Google campaign and receive traffic instantly. But, ‘clicks’ doesn’t’ equal ‘clients’.

Remember this and stick with it. Your first campaign will probably be your worst. Learn from your mistakes and keep improving. Soon enough, you’ll be generating regular leads from PPC Google ads.

Ensure you position yourself as an irreplaceable service provider. Play on your strengths and ask your clients why they chose you. Maybe this information can be used to fine-tune your marketing campaign.

Wrapping up, Google Ads can be a lucrative marketing strategy for the law firm with a small budget. If they approach it strategically and intentionally – results will surely follow.

Please get in touch if you would like to bounce around some ideas. We would love to help.

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