Why your ad? That’s the question attorneys need to ask themselves. More fully, why would a search user click on my ad instead of the other guy’s? If you don’t have an answer to that question, then you’re not doing ad copy right.
When people search for a lawyer in Google, they’re met with tons of options. Ads, map results, organic listings, and sometimes videos show up on the first page results as well. People have options. So why are they going to click on your ad instead of all the other options they’re presented with? That’s the question to answer.
And of course the answer is “it depends.” It depends on your area of the law, and it depends on the keyword they’re searching in Google. Obviously someone searching for a real estate lawyer will want to click on different ad copy than someone searching for an immigration lawyer. So it depends. But I think the best thing you can do when creating ad copy is to put yourself in the search user’s shoes. If you were them and searching for the keyword they were searching for, what would you want to see? What would make you want to click and visit an advertiser’s website?
That’s all there is to it. You just make ads that are relevant to the search user’s search. How do you align with what they’re searching for? How can you help them? Those are the questions I like to ask when I make ad copy in Google Ads. It’s all about helping the search user solve their problem.
And once you find some winning ad copy that produces strong clickthrough rates and conversion rates, all you have to do from there is go with that ad copy as winning ad copy and then continually test out new ads against those winning ads and see if you can find some new winners. It’s a never-ending process, and its fun too!
Good ad copy is about helping search users solve their problems. And good ad copy leads to more clients and cases.