Before hiring you, potential clients want to contact your firm for a variety of reasons. Mostly, they're looking for answers to questions about their particular situation. Unfortunately, completing an online form on a smartphone can create unnecessary friction for them. Google Ads recently announced the return of lead form extensions. Their purpose is to make the form fill process easier and encourage higher conversion rates.
Lead form extensions simplify the process for potential clients who are searching for you, your law firm, or services on Google. They deliver a fast, mobile-optimized experience that makes form submission much less burdensome and removes an entire step from the conversion process. Here's an example from Google's announcement:
In our experience, anything that makes it easier for potential clients to contact you is likely to increase conversion rate. This is partly why we've so much success with call-only campaigns.
Potential clients signed in to a Google account are able to tap a call-to-action directly from your ad. Here are some examples:
A Google-hosted form already pre-fills their contact information, so they can submit the form with a single tap. From their initial search to form submission, it only takes a few seconds for potential clients to connect with your firm.
In addition to removing the extra step of clicking-through to a landing page and completing a form there, it also eliminates common landing page issues like speed, responsiveness, and security. The entire conversion experience happens with a single click!
It's worth noting that lead forms are extensions to Search campaigns. So, all campaign settings, including bidding and targeting, will apply. When a form extension is opened, it will be counted as a click. When the form information is submitted, it will register as a conversion in Google Ads. Fortunately, Google gives you the ability to report by click and conversion-type so you can isolate lead form extension performance. Lead form extensions are also subject to Google Ads' standard Ads policies.
I encourage you to test lead form extensions at various levels of search intent. In addition to traditional direct response campaigns, these extensions can be particularly valuable in building long-term nurture lists, especially when connected to a valuable informational lead magnet (like a guide or checklist).
If you've had experiences using lead form extensions at your practice, feel free to share in the comments or shoot us a message. We'd love to hear from you!
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]