Disclaimer — This is not a get rich quick scenario. This is just one example of how well advertising on Google can go. There is no guarantee of anything in advertising, especially regarding how much return you will get if you implement the following ideas into your own advertising. However, we have applied these ideas across multiple businesses all over the nation with very positive results.
In the first three months working with this solo lawyer, I created a brand new Google Ads account and started testing campaigns to acquire new clients. In those first three months we spent a total of $7,969.31 in ad spend, which resulted in $87,365.00 in tracked revenue — a 10.96x return on ad spend for every $1 spent. And… we’re pretty dang excited about that.
Over the last two years this attorney has preferred not to scale the budget, but we’ve continued to optimize — and the ROAS has kept climbing, from 10x to 13x and now consistently over 15x ROAS each month.
Attorney’s Google Ad Results
The screenshot below is from a few months after the Google Ads account launched. It shows an estimated $49,199 in conversion value from just $3,720.44 in ad spend.
The screenshot below is from last month on the same account. It shows an estimated $60K+ in conversion value from $3,817 in ad spend — the account keeps improving as we optimize.
Top Performing Campaign Types
Worth pointing out from those screenshots: the winning campaign types for this client have been Performance Max (PMax) and a top-of-funnel Search campaign. The PMax campaign in particular is a great way to get in front of potential clients searching for attorney services on Google Maps and put your name at the top.
The Call Campaigns and DSA (Dynamic Search) campaigns have also performed well — both achieving over 5x ROAS. The bottom-of-funnel campaign is a newer test, but it reliably pulls in very low cost-per-click on branded searches.
I’d highly recommend Google Ads for local attorney services. The intent behind a Google search is incredibly high — someone searching for a lawyer right now is a much warmer prospect than almost any other ad channel can deliver.
I’m Perry Sessions, co-founder of Black Bear Advertising. We specialize in running ads for our clients to get the lowest cost per lead possible — across Google Search, Google Maps, Google Local, and more. If you’re interested in talking, schedule a free call below.