Personal injury law can be highly lucrative but that fact also makes it highly competitive. If you’ve wondered how to get personal injury clients, you’re not alone. If you’ve done the marketing basics, like getting listed in a top-flight directory, it’s time to take the next step and start advertising on Google.
A Google Adwords campaign buys your firm a listing in the top results of search engine queries. But it won’t come cheaply—the cost of a single click can run as high as $935.71 depending on the practice area and geographic region. Most won’t be that high, but it does underscore the need for making sure your campaign runs efficiently.
With that in mind, here are some tips to squeeze the most out of your Google Adwords spend…
*Know what your average cost-per-settlement is. We understand personal injury cases run the gamut for a couple grand to millions, but you need an average or median figure to use as a benchmark for profitability.
*Set up a separate landing page on your website for the campaign. Don’t link it to the home page or anywhere else on the site. This makes it likely the only visitors will be from the ad campaign and give clarity to your Google Analytics data.
If you want to use duplicate content from your current website’s landing page that’s fine, but be sure your developer marks the campaign landing page as “no index, no follow”, so search engine spiders know not to index it and penalize you for duplicate content.
*Have a separate phone number for the Google Adwords campaign. Sign up for a call tracking service so you can measure the number of calls generated and how long they last.
How many leads to get someone into the office? How many office visits to get a case? You can measure the acquisition cost of each new client and compare it to your average settlement.