One of the lawyers at my firm asked us to try out a Google Ads campaign to help him bring in new clients. It’s been successful so far in terms of leading to new client matters. It’s a great example of the new ways in which we can generate leads. More than 3.5 billion Google searches are made every day, and that’s why Google Ads are a great way to enhance your visibility.

Google AdWords is Google’s online advertising program, which enables you to create online ads to reach audiences that are interested in the products and services you offer. The AdWords platform runs on pay-per-click (PPC) advertising, meaning you have to pay every time a visitor clicks your ad. You bid on words that make sense for your BD efforts and you have the ability to set a budget and monitor the performance of the campaign so you can adjust it as needed.

While an ad word campaign won’t work for every practice and your efforts must be tailored, it’s food for thought when you’re beating your head up against the wall on how to generate new business. This can be a very helpful tool for smaller and mid-size firms. Sometimes a paid ad is your best bet for driving traffic to (and conversions from) your website, but keep in mind that the legal industry is one of the most competitive and heavily saturated markets out there, so you need to invest to truly compete.

Here’s an article from Hubspot on how to set up a successful Google Ad campaign.