Here is the latest on Google’s attempt to make its Adword campaigns more targeted across devices, location and time of day.
When Lawyers Should Use Adwords
The first thing to know is that unless your website and internal process is setup to handle an increased volume of inquiries, don’t do it. You should have a dedicated page based on the Adword campaign that the visitor goes to when they click on your ad. If you are touting your estate planning packages in your ad, don’t take people to your website home page that talks about business law.
Next, you need to be setup to handle email or phone or both kinds of inquiries. Have an assistant or an online screening form to handle these inquiries professionally and efficiently. You don’t want peoples’ inquiries to go into a black hole and neither do you want schedule your precious time with a prospect that can’t pay or wants you do something that is outside your expertise and/or experience. Bottom line: Be prepared if you employ a pay for click campaign.