Local Business Ads Often Cost Less for Attorneys
Millions of people check online maps each day to search for business listings by location. Our experience shows that map searches for attorneys are often somewhat cheaper than the cost of standard text ads for Google keyword searches.
Adwords for Attorneys-Local Business Ads Cost Less
Based on a sample of attorney and lawyer Adwords accounts, Google Map searches (which serve local business ads) are 25% cheaper on a CPC basis than normal Adwords text ads, and are 18% cheaper on a cost per conversion basis. In summary, on a dollar for dollar basis, on average, the Local business ads are outperforming the Google Search text ads.
Adwords for Lawyers-Local Business Ads are Lower Volume
Obviously, for lawyers and attorneys using Adwords the volume of map searches is much lower than for standard keyword searches serving Adwords text ads, but if you are an attorney using Adwords, and you are not complementing your regular text ads with Adwords local business ads, then you’re missing out on customers actively searching for you on Google Maps.
Our stats show that in terms of volume, the Google map ads account for only 5% of searches. However, if you are currently buying only 10% of your available relevant “attorney” type keyword impressions, you may be able to significantly improve your ad costs by separating Local Business Ads into a separate campaign and allocating your budget across your campaigns so that you spend disproportionately more on local business ads than on your regular text ads.
Applying Local Business Ads for Attorneys
We have done this recently for an Advertiser and as a direct result of this change were able to reduce his cost per online lead by 6% in a single month, an improvement which has a lasting impact on the account, for as long as the Advertiser continues to target a fraction of available impressions.
For further explanation about adding your law firm to Google Maps and creating your online Local Business Ads, contact us today!
