Webrageous has been successfully managing Google AdWords campaigns for family law firms for about 10 years now. Family Law AdWords results can vary depending on the location, case type, tracking capabilities, and PPC campaign strategy. Below are summarized results for a few of our law firm clients targeting Divorce, Child Custody, and Child Support leads. Budgets range from $1,500 to $7,000+ monthly.
The average cost-per-click (CPC) can vary considerably depending on location. The conversion rate (percentage of clicks that become a lead) for our family law firm clients ranges between 12% and 40% depending on a number of factors, including device targeting (phone/desktop), case type, and tracking capabilities as primary variables.
Conti Moore – Family Law AdWords Results
This Family Law client has outsourced their advertising to Webrageous for less than 30 days. Prior to launching campaigns we worked with the client to optimize her site for conversions. Landing page optimization and pre-optimized campaigns built on family law ppc advertising best practices have resulted in an extremely low cost-per-lead (CPL) for Family Law. The cost per lead (CPL) is the cost to receive one contact form submission or phone call.
Per the client’s request we’re primarily driving Child Custody leads, and devoting only a small portion of our budget to Child Support and Divorce advertising.
Family Law Client Just Outside a Major City
This highly successful Family Law client, who asked that we not use their name, has outsourced their advertising to Webrageous for over six years now and averages around $3,500 monthly spend in a highly competitive urban area. Average cost per lead has ranged from $68 to $42 over the past six months. Divorce attorney keywords convert at about twice the cost per lead of Child Custody keywords, to maintain a lower overall CPL we aim for around 90% of leads to come from Child Custody keywords.
Willie Dasher – Family Law AdWords Results
Eric Willie has been a client for over six years now. Average monthly advertising spend for this Family Law Firm varies depending on the firm’s case load. We regularly adjust or strategy based on the client’s lead volume and case type needs. About 50% of lead volume comes from Divorce keywords, which average around 16% higher CPL compared to Child Custody.
We’re not able to track calls from this client’s website, below we can see the number of calls from ads per month (the caller clicks to call from the call extension displayed with the text ad). Based on other Family Law account performance we estimate there are close to twice as many total calls if calls from the site were tracked meaning that a realistic cost per conversion if we were counting all calls would be half the number shown above (lower is better). You can watch a video testimonial from this client at the end of our testimonials reel here.
Family Law Client Where AdWords Didn’t Work
This client completed the 60-day risk-free trial and only signed one client during that time frame, which is unusual. More of his leads may close in the future. Most of our clients sign retainers with several new clients each month. This is the only Family Law Firm client who signed up with a monthly budget of $2000 or more and was not successful. He covered the cost of his Google AdWords marketing spend, but did not pay us because that’s the spirit of the trial. You don’t have to pay us for AdWords management if you are not 100% happy. It could be that the region where he advertises is much more competitive than other areas, or his website just doesn’t convert as successfully as some of our other clients websites for some reason. His website was on the edge of what we would consider passable as a landing page. We suggested some improvements which he made but in retrospect we should have suggested a full redesign more strongly.
We can’t guarantee that our services will work for you but if we take you on under our 60 day trial then we can guarantee if you are not happy it won’t cost you anything for management. Let’s move onto another client who has had much better luck with Google AdWords:
We have only been managing this client’s Family Law AdWords campaigns for around 3 full months. Starting in March of 2017 we began targeting only divorce leads. Running divorce only keywords has resulted in an increase in CPL over November 2016 when we ran custody keywords as well. Divorce leads are typically more expensive so this was expected and the client is happy with the results.
Please note that these cost per leads do not include our management fee because that varies depending on your spending.
Family Law Call Tracking Example
For one of our family law clients here is a summary of the calls they received in one week in the spring of 2017 when they spent $500 (plus a management fee). The client may have received some contact form submissions on top of this. to be honest this client does have a lower cost per lead than our average family law client. I want to point out 3 things:
- Notice the high number of calls for only spending $500
- Notice that there are some repeat callers which is a good sign
- Look at the average call duration of five minutes. That’s a really good sign – obviously the higher the average call length the better the call quality.