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The Straightforward Guide to Google Display Ads for Law Firms

Nanato Media

Most of the time, when thinking about digital marketing, the first options that will come to mind are Search Engine Optimization for organic traffic, and Search Engine Marketing (Search Network Ads) for paid campaigns. In previous articles, we covered the importance of running highly relevant PPC campaigns in English and Spanish while last week we dived into the world of Search Engine Optimization explaining the Google Core Update and its effect on law firms. Are these the only options for your legal digital marketing? The answer comes up quickly and is a big no. Have you ever tried Display Network Ads? Today, we will explore the world of Display Ads, we’ll look into the DOs and DONTs, and we’ll come up with examples and tips for specific areas of practice, with one goal in mind; to help your law firm stay two steps ahead of the competition. 

What is the Google Display Network?

According to Google, the Display Ads help your business get in front of potential clients while browsing your favorite websites, seeing Videos on Youtube, using mobile apps, and checking their emails on Gmail. We can split the Display Ads into some specific categories:

With Responsive Ads, you can create your law firm’s Display campaigns, and Google will serve them in a semi-automated way. You upload all your assets (image, text, logo), and Google will optimize the Ads for display. What’s the positive side? Your Ads will blend with the publisher’s website and will look native. On the other hand, you don’t have full control of your campaigns’ final design outcome.

  • Image Ads

These work on a manual basis. You upload your images or HTML code, and Google will display your banners. Make sure that your assets are compliant with the banner dimensions you want to use.

  • Engagement Ads

You can use them on Youtube, as engaging video or image Ads. You can take a look at Google Video Builder tool and use Bumper Ads. 

  • Gmail Ads

Expandable Ads on the top of Gmail tabs. 

How can you use Display Ads for your law firm? 

  • Remarketing

Experts insist that your law firm’s first step should be with remarketing. But what does the term mean? It’s all about your previous or existing clients, people who are already familiar with your law firm. Let’s dive deeper with examples.

  • Do you handle Personal Injury cases?

Let’s consider that a prospective client called you and discussed information about a case that you would like to sign, but they weren’t ready to take the step yet. With display Ads, you can get in front of them while they are browsing content on their favorite website. This can give you another opportunity to get the PI case. 

  • Do you handle Immigration cases?

You might have a previous client that worked with you on a removal defense case with success in the past. He or She might have mentioned details about other family members that could potentially be interested in your law firm’s immigration services, but never got in touch to proceed. You could use Display Ads to stay on top of their mind, so they come back for your services when they are ready. Remember that with Spanish speaking clients, it’s important to deliver Hispanic content, preferably on mobile devices. 

2. Retargeting

People often mix retargeting and remarketing, but they should be treated as separate marketing approaches. We like splitting retargeting on onsite and offsite. Onsite refers to people who already had an interaction with your website, could be from organic search, search Ads, or social media. Once a visitor clicks and lands on your website, you can track him and come in front of him or her on other websites, apps, or even Youtube. Offline retargeting is a bit more complicated and requires manual work as it’s not connected to your website. You are probably aware of places that are relevant to your area of practice, and people visiting these places could be of interest to you. You can research and create lists of such places, and then target prospects that could require your legal services. Let’s make it clearer with some examples. 

  • Workers Compensation and onsite approach

Your website is full of information for WC. We’ve explained in a previous article that content is key for law firms, and this rich and unique content drives traffic to your website. Considering that you target high intent keywords, the visitor is already showing some initial intent, even if he’s not converting at first. With Google Display Ads, you get his attention once again and turn his research into a signed case. 

  • Family law and offsite approach

People often have family law-related issues, and one of the most prominent is divorces. It’s common to visit couples therapy specialists to solve them before making any decisions. You can research the professionals who operate in your area of interest and display your Ads to people who have visited them. Remember, empathy is a key component for such cases, and your message should be soft and full of understanding. 

  • Car accident attorney and offsite approach

Where do people go if they are involved in a car accident? It could be a doctor, an emergency room, or a body shop for their car. Research and identify the places that could be relevant for car accidents and import them in your Google Display Ads with geotargeting. A significant percentage of these people might be prospective clients for your PI law firm, and most importantly, they might not yet know that they could have a case. This is an opportunity you shouldn’t miss. 

3. Managed Placement

Do you want to know exactly where you display your Ads in the Network? Then managed placement is the way to go. It should work in combination with the previous strategies, but it’s the only method that you can have as an advertiser to select your publishers. In other words, you create your law firm’s Display Ad groups for each practice area, and you select the websites you consider the most suitable for your campaign. Don’t forget that you need to perform thorough research, in terms of website traffic, age groups, interests, and other qualitative factors.

4. Text Display Ads for Gmail

Our tip here is simple and straightforward. Try adding an ad extension, so your Gmail Ads look like an email. That way, you can blend your Ad, ensuring that you don’t disturb the user, but at the same time, you get his attention because you are targeting relevant keywords. 

Tip: Make sure that all your Ads are optimized for mobile. We can’t stress enough how important mobile is, it shows higher intent than desktop. Remember to keep your Ad groups organized and specific for practice areas (PI, WC, Immigration, etc.), and language (English, Spanish, etc.).  


 It’s time for our key takeaways.

  • Display Ads are often overlooked but represent a great opportunity to capture leads in an alternative way.
  • Remarketing and Retargeting are the two major areas you should concentrate on for your law firm’s Display Ads. 
  • Your message, images, overall design, and language should be researched, positive, and appealing. If, for example, you are aiming for Spanish speaking clients, you should adapt your Ads for Hispanic audiences. 
  • Conduct your research on the different types of Display Ads, and find the most suitable for your law firm and your goals. In case you need any assistance or have any questions, don’t hesitate to contact us. We are the bilingual PPC experts. 

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