I saw a tragedy today. I saw an attorney pass on starting a Google Ads campaign because he felt that he didn’t have the budget needed to run ads on Google for his niche. Wrong.
This was a very bad decision. I could almost guarantee this attorney $25,000 a month in profit, every month, month after month, year after year, if he would have just started a campaign that was a third of the budget that I initially recommended. But my initial recommendation scare him away and he decided not to run a campaign. This was a very bad decision.
My best advice to attorneys who want to get more clients from a PPC campaign is to just get started. In the game of PPC, starting is everything.
All aspects of a PPC campaign are controllable. Bids, budgets, schedules, keywords, it’s all under our control. Sure, we can’t totally underbid the market by an extreme amount and get away with it. For example, if everyone else is bidding hundreds of dollars on car accident attorney keywords we can’t come in there with a $20 bid and expect our ads to show up. But there are nuanced ways to get a lower cost per click and keep your costs down. And of course budget, schedule, and keywords are even more under our control.
And since everything is controllable, that means PPC campaigns can be optimized, fixed, and improved. If your cost per conversion is too high, we can get it lower. If your cost per click is too high, we can get it down. If your budget is too big, we can shrink it. If Saturdays aren’t producing clients, we can turn them off. Everything inside the Google Ads campaign is controllable from the Google Ads manager’s perspective.
But the one thing I can’t control is your desire to make money. I can’t force you to start a campaign.
The opportunity is there. Millions of people are searching for attorneys every day on Google. Step one to getting their business is not very complicated, it’s called starting. And it’s okay to start small.
