Take a look at this video which shows the cost per lead coming down at the beginning of the Coronavirus/COVID-19 pandemic in the United States:
Fast forward a year from the start of the pandemic, and the cost per new signed case from Google Ads, including management fees from Webrageous, is only $388.89. This is the latest information we have received from a a bankruptcy attorney client who has been with us for several years and who does business in a very competitive metropolitan area.
On average, we see between $44 and $125 cost-per-lead (CPL), which is the price you pay in Google Ads to receive a contact form submission or a phone call. Please see here for more amazing results we are able to deliver our clients:
Marketing for bankruptcy attorneys, unlike other practice areas, rely heavily on Google -whereas it is via SEO or PPC. Clients looking for a bankruptcy attorney don’t tend to ask around for recommendations, as they probably don’t want their financial problems to be known. This gives you a huge opportunity to advertise in Google in a successful way.
Always Changes, Changes Everywhere
The Covid-19 pandemic has had an effect on every aspect of people’s lives. Restrictions on mobility all over the world have forced many businesses to have a much stronger online presence. We like to see changes as opportunities. It is true that Google Ads has become more competitive over the years, but at the same time, the market for online businesses and transactions has also increased all over the globe.
Today, attorneys and consultants don’t need an office, and their clients don’t have to travel anywhere to meet them. Many are expecting their advisors to be able to meet with them via Zoom, Skype, or any other online communication tool available. Clients can also send all the required documentation via e-mail. Things are bound to stay this way, so this poses a great opportunity for you, as a bankruptcy attorney, as you are no longer bound by your client’s convenience regarding a specific location, and you can broaden your location targeting for marketing purposes.
If there is something constant in life, that is change. Google has never been, is, or will be foreign to this truth. They are always implementing changes in Google Ads. In the first quarter of 2021, they had already announced two major changes:
- In July 2021, the creation of Broad Match Modifier (BMM) keywords will no longer be available, and the existing ones will behave like Phrase Match keywords. Therefore, if you have both BMM and Phrase keywords in your campaigns, you will need to act accordingly sooner rather than later. If, on the other hand, you are totally new on Google Ads and don’t know what keyword types are, well, lucky you, as now you will only need to learn how three types of keywords behave, instead of four.
- Another big change that has surprised the Google Ads community is that the Expanded Text Ads are not the default ad type anymore when you want to create new ads for Search campaigns. Moreover, they don’t even show anymore as a possibility on the Google Ads online platform, as you can see in the screenshot below:
Expanded Text Ads are still there, and you can create them, but now you have to make an extra effort to find them if you don’t have Google Ads Editor.
Responsive Search Ads are great for Google’s machine learning mechanisms get better. We like to use them, too, but always in conjunction with Expanded Text Ads, as the latter give you more control over what is shown to your potential clients.
Succeeding on Google Ads is a matter of setting up a winning Google Ads account, as well as having someone experienced who has the time, knowledge and will to not only to optimize and grow your campaigns as if they were their own, but also to be on top of their game with the constant -and sometimes big- changes in Google Ads.
If you feel like your time and energy will be much better spent on learning about your business and the changes that are always happening and how they affect your firm and not your marketing strategy, why don’t you give us a call for a free consultation at 855-945-1596? It would be a pleasure for us to be able to set up, manage, audit, optimize and/or grow your Google Ads account!