There are two things you always hear from lawyers about adwords.

The first: “We tried google adwords and it doesn’t work”

Since the platform came out around 2000, law firms have given google adwords a try and lost money by the click.

Yet, if you google the word “lawyer” in your city and see someone’s name come up, there is a good chance it’s working for them. There’s no contract involved, which means anyone can turn it off at any time if it isn’t delivering the goods.

So does adwords not work? Or is something else at play?

There is a lot of pressure to figure out platforms like google on your own. But it’s an extremely complex system that even full-time advertisers with years of experience learn new things about every day.

There are a million ways to die. If you can figure out how to avoid them, you can get access to a profitable channel that works to deliver you leads 24 hours a day, 7 days a week.

If you figure it out, you can be the subject of the second thing you hear lawyers say

“Yeah, firm XYZ is doing well, but you know they get all their cases from adwords…”

There are free ways to get more than double the ‘real estate’ on your google ads, and most lawyers don’t take advantage of them.

Case in point – using ad extensions.

Take a look at these two ads:

Same keyword, similar ad copy, but a completely different impression based on the extensions they are using. I would bet dollars to donuts that ad #2 is getting twice the clicks that ad #1 is.

First, ad number 2 is just plain bigger. It’s more likely to catch a browser’s eye.

Second, it provides more information. If I’m in Savannah, I know it’s a short drive over to Commercial Court where I can see these guys to take my case. Ad #1 could be in Atlanta, Macon or who knows where else.

Third, it provides a much better impression. With all of the detail and links, doesn’t it look like ad #2 has their ‘stuff’ together more? I want a thorough attorney if I’m going to be trusting them with my case.

Finally, it has the all important phone number! It’s possible that this ad is getting phone calls without even paying for clicks. Talk about a deal.

All of this for the grand total of zero dollars. These ad extensions are free to whoever knows how to use them, and they help you win over competition that doesn’t.

Like what you’re reading? There’s more where that came from.

Enter your email below for six more action packed tips to help you get more cases, spend less and beat your competition using adwords.