Marketing for law firms, one practice area at a time.

One campaign per practice area

With one campaign per practice area, you decide where the budget goes. If you want more employment cases and fewer divorces, we move the money there. The ad can have the practice area in the headline, and the page it leads to is only about that. A shared “advokat [by]” (lawyer [city]) campaign gives you neither.

The searches in the table are a starting point. After a couple of weeks, the search terms report shows what people actually typed, and we build on what brought in inquiries.

The searches you don’t want to pay for

Lawyer searches come from two groups: people who have a case and can pay, and people looking for free help. Both search “advokat arbeidsrett”. You separate them in three places. The ad copy says what it costs. The landing page says what the first consultation involves. And negative keywords keep out searches that never become cases:

• Free help: gratis, fri rettshjelp, rettshjelp, Juss-Buss, Jusshjelpa, jusstudent
• Jobs and studies: jobb (job), lønn (salary), stilling (position), utdanning (education), student
• Do-it-yourself: mal (template), eksempel (example), skjema (form)

If you offer legal aid, it gets its own campaign with its own page, so those cases don’t get mixed in with the rest.

Let the form do the sorting

A form with only name and phone gives you inquiries your lawyers spend time calling back without knowing whether they’ll take the case. We would ask for the case type, a short description and the name of the opposing party. The last one lets you run a conflict check before you call.

Once you know which inquiries became cases, that can be sent back to Google as a separate conversion. Then bidding learns the difference between an inquiry and an engagement.

Hi, Victor here. We haven’t run ads for a law firm. The closest we have is Generalfinans, which offers leasing to businesses. There, an inquiry costs NOK 406 including branded searches and NOK 517 without. It’s one account in a different industry, but it shows the same thing that applies to you: fewer, better inquiries are worth more than lots of random ones.

Send us your website, and we’ll put together a concrete proposal for ads and a landing page for the firm, the way it would look with your brand. You’ll get it by email within a couple of days, and it’s yours either way.

Send us your website →

What an inquiry is worth

A NOK 40,000 case with a 60% contribution margin gives NOK 24,000. If one in four qualified inquiries becomes a case, an inquiry is worth NOK 6,000. That’s where the ads break even. We set the target below that, and track whether the inquiries from each practice area actually turn into cases.

The first few weeks

1. Tracking on the form and phone, with calls over 60 seconds as a separate conversion
2. One campaign per practice area you want more of
3. Price and terms for the first consultation on every page
4. Negative keywords from the list above, before the first krone is spent

After that, we go through the search terms every week, and you get a report every Monday with cost, inquiries and which practice areas they came from.

More industries: marketing for service businesses. For B2B in general: B2B marketing.