Sometimes the day’s results on PPC suck, until they don’t. Today one of my personal injury clients was having a rough day. We were spending money (lots of money) on Google Ads, getting clicks from the right searches, but we weren’t getting many conversions, hardly any leads. And then boom! Two of the last three clicks of the day ended up becoming great leads for this injury law firm. One case was a car accident with multiple people injured and the other one was a vicious dog bite case. Just like that the day turned around and we ended the week on a high note.
And that’s what happens with Google Ads. All you can control is what you can control. And what you can control is a) what searches your ads show up on and b) how much you’re willing to bid to show up on those searches. Sure, there’s other things under our control like ad copy, landing pages, demographic bids, audience targeting, ad extensions, and on and on. But really it comes down to what searches you’re showing up on and how much you’re paying to show up.
If you show up on the right searches, you’ll get conversions, you’ll get leads. But what you can’t control is when you’ll get those leads. Over time the data will average out and you’ll find your normal conversion rates for different types of keywords. But you still won’t be able to know exactly when you’ll get those conversions. For example, if a personal injury law firm is advertising on Google and getting 50 clicks a day, some days you’ll get 15 leads, some days 5, some days possible 1 or none. Same thing with time of day. Sometimes more leads will come in in the morning, sometimes in the afternoon, and sometimes late in the day.
The reason for all this is variance. If you flip a coin, you’ve got a 50% chance of heads and a 50% chance of tails. But you wouldn’t be surprised if you got 3 heads in a row, or 5 tails, it’s just variance. Over time the results will be exactly 50%. But during short stretches of time, the results can vary widely, variance.
It’s the same thing with clicks and conversions. If your conversion rate from the search car accident attorneys near me is 25%, then over time 1 out of every 4 clicks will turn into a lead for you. But during short stretches of time, like part of one day, or multiple days, the results can vary widely from that 25% average and you could get no conversions over 30 clicks or you could over-perform and get a 40% conversion rate over those 30 clicks. It’s just variance. And variance doesn’t matter. What matters is the average over time.
And you know what else matters? How you handle the variance matters. This is what separates the weak from the winners. The weak can’t handle variance. They cry, they moan, and ultimately they lose. They lose out on all the personal injury clients they could have gotten from advertising on Google. But they don’t have the stomach for it. They can’t handle a bad couple of days let alone a bad morning. And that’s fine. We let them go on their sad, little way. Bye.
While the weak fall off, it’s the strong who stay around and reap the Google Ads rewards. It’s the warriors who’ve been in battles their whole career and who understand that while Rome wasn’t built in a day, Rome was fucking Rome. And with time, we can can build Rome. The most successful injury attorneys I know are the ones who advertise big and can handle big variance. They can take a bad morning, a bad week, a bad month. But they stay in the game. They fine tune their accounts and they achieve great average cost per conversions and conversion rates. They don’t care about the variance. It’s not pleasant to have bad results over short stretches of time, but they don’t let that shake them. They hunker down, take it, and they have faith in the numbers. And the numbers prove out. The averages average and we get the results we know we can get, over time.
Today was a perfect example of that. All day long, the results weren’t good. But we didn’t panic. We stuck with our strategies, we stuck with what our data was telling us, and the bad run ended and we got those great leads late in the day. Good Google Ads management works, it delivers results, but you’ve got to let it work. And we’re sure glad we did today.
You are probably wondering how to get these car accident and dog bite cases from Google Ads. You are probably wondering how to get new personal injury clients from Google Ads on a daily basis, like a machine.
It comes down to intent. It comes down to getting in front of search users with the correct intent, the intent to find a personal injury lawyer (you) to hire. How do you do that? Keyword selection. Target the right keywords and the conversions will come. If you target keywords like “car accident” you’ll get searches like “car accident per year” which is not someone looking for a personal injury attorney. If you target keywords like “lawyers in chicago” you have no idea if the search user was in a car accident or if they are getting a divorce. But if you target beautiful, spot-on keywords like “car accident lawyers near me” you’ll be getting in front of people who are looking for a car accident attorney and there is a chance they have a good case. And that’s what you want to do with keywords. You want to do everything you can to put the odds in your favor that the person doing the search is actually someone who is actually looking for what you offer.
There’s plenty more that goes into getting personal injury clients from Google Ads. You’ve got yellow keywords, bidding, ad copy, landing pages, conversion tracking, ad extensions, negative keywords, and plenty of other areas of Google Ads that you’ve got to get right in order to create Personal Injury Client Generation Machines from your Google Ads account like I do, but at the end of the day it all starts with search user intent. And you can determine that intent by selecting the right keywords. If you get the keywords right and then do a few more things correctly, then Google Ads should never fail for attorneys.
It’s been a long week, full of lots of good, hard work. I’m off for the weekend to recover. Then Monday it’ll be time to do it all again. Search, click, convert, repeat.