March 10, 2025 • 17 mins
Transform Your Law Firm's Marketing with Google Ads Extensions
This episode discusses the essential role of Google Ads extensions in enhancing legal marketing strategies. It presents various types of extensions and their benefits, emphasizing improved visibility, click-through rates, and client trust.
• Understanding Google Ads extensions
• Importance of ad extensions for law firms
• Types of Google Ads extensions explained
• Strategies for setting up ad extensions
Subscription link: https://www.buzzsprout.com/965479/subscribe
Visit: Legal Marketing 101 Youtube
For more, visit rosenadvertising.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
What are Google Ads extensions and why should they
matter to me?
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Do you think your Google Adsare working as hard as they
possibly can?
What if I told you that there'sa simple and easy way to
increase your clicks, showcaseyour expertise and dominate the
search results, all withoutincreasing your budget?
(00:26):
Well, buckle up, because thatis exactly what I'm telling you.
Google Ad Extensions, one of theforgotten cousins of Google Ads
.
Features are incrediblypowerful.
They increase ad visibility,lead to higher click-through
rates and, just overall, lead tobetter lead generation for law
firms.
So let's start with the basics.
What are Google ad extensions?
(00:46):
Google ad extensions are asecret weapon you didn't know
you needed.
They're additional pieces ofinformation or links that appear
alongside your Google ads.
It's designed to make them moreengaging, more informative and,
ultimately, more effective.
So, instead of just a headline,a description and a URL, ad
extension give your ads extralayers of detail.
(01:07):
These could be clickable linksto specific pages or a phone
number, or even your law firm'sphysical address and a little
map pin.
Think of these extensions asthe bells and whistles that turn
your standard boring old Googlead into a marketing powerhouse.
Without extensions, our ads arestill functional, but they're
kind of limited.
They're like a car withoutpower windows or a backup camera
(01:30):
.
With extensions, our ad becomesfully loaded.
It provides even more value andutility and it generates more
potential clients.
Now you might be wondering whydoes this matter for my law firm
?
And here's the answer.
It's a short one.
Ad extensions not only makeyour ads more useful, but they
also help you stand out in acrowded search results page.
They are going to lead to moreleads.
(01:52):
That's what we want to hear.
So let's take a quick look atthe types of ad extensions that
are particularly relevant forlaw firms.
First up is site linkextensions.
These are clickable links thattake users directly to specific
pages on your website.
So we could create site linksthat go to our key practice
areas family law services,criminal defense, corporate
legal assistance.
(02:13):
But you can also use these toinclude links to useful
resources things like blog posts, what to expect during a
divorce case, or a schedule, aconsult page or even an ebook,
if we're not directlyadvertising that in the ad.
Site links make it a lot easierfor prospective clients to find
exactly what they're lookingfor on your site, and this cuts
(02:33):
down the steps between thesearch and the actual engagement
.
But number two is callextensions.
I'm guessing you already knowabout these if you spent any
time on Google ads, becausethese are pretty important, but
time is usually critical whensomeone's searching for legal
help.
There are some areas wherethat's not true, but a lot of
the time it is.
Call extensions allow users tocontact our firm directly with a
(02:54):
single tap from the ad, whetherthey're on their phone or their
computer, wherever they are.
This feature is really good forurgent inquiries Think personal
injury cases, last-minute legaladvice, car accidents, etc.
By adding our phone number tothe ad, we make it as easy as
possible for clients to reach usright when they need us most.
Number three is locationextensions.
(03:15):
Similar to call extensions, butthey provide a slightly
different angle.
These extensions display ourfirm's address, making it clear
that we're a local expert who'sready to assist nearby clients.
For users that are searchinglawyer near me, having our
address visible in an ad canmake all the difference when it
comes to an engagement.
And here's a bonus Locationextensions also integrate
(03:37):
directly with Google Maps whowould have thought?
And this guides clientsstraight to your door.
So not only are they seeingyour address, they're able to
click on it and get directions.
But number four is structuredsnippets.
This is one you may not knowabout.
Structured snippets.
Let us highlight specificaspects of our services in a
clean, easy to read format, evenfor mobile users.
So we could highlight ourspecialties.
(04:00):
If we, you know, do personalinjury, then we can talk about
the specific types of injurieswe handle.
If we do real estate, then wecan talk about the specific
types of injuries we handle.
If we do real estate, we cantalk about the specific types of
cases we handle, even for IP,trademark.
All of that.
This is our chance to go aheadand start displaying our
expertise, even if it's just ata glance, and show these
prospective clients exactly howwe can help.
Number five on the list iscall-out extensions.
(04:21):
I've talked about these alittle bit in the past, but
they're pretty interesting.
These are short,attention-grabbing phrases that
highlight our firm's uniqueselling points.
So things can be like available24-7, no win, no fee, if that's
allowed in your state.
Free initial consultation, flatfees, whatever it is.
Call-outs give these potentialclients extra reasons to choose
(04:43):
our firm over the competitors onthe page and this reinforces
our value, without taking upreally that much space.
Of course, that's not always agood thing, but we'll come back
to taking up space.
By using these extensionsthoughtfully, you're not just
enhancing your ad.
You're creating a betterexperience for potential clients
.
They get to the informationfaster, they get the information
(05:03):
they want sooner rather thanclicking through your site.
All of that works in your favor.
But now we need to dive intowhy these extensions are so
powerful and how they cantransform our campaigns.
Ultimately, just why do Googlead extensions matter?
Why are they a good thing?
So we understand what they are,but the answer here of why we
(05:25):
need to be using it can feel alittle complex, but it's
actually simple, and the realityis that there's data
surrounding everything I'm aboutto talk about.
While I'm not going to dig intothe details of it, understand
this these extensions are a gamechanger for any advertiser on
Google, not just law firms, butespecially when you are a law
firm that's looking to stand out, attract better leads and grow
(05:47):
your business.
Ad extensions allow you to riseabove the fray, because most
legal marketers forget aboutthis.
Most firms forget about it.
It's a second tab.
There's so many other thingsgoing on, and so if you're in
your market, nobody else isrunning extensions, you can add
them and win this market.
So why does this matter, though?
If maybe you're not the onlyone in your market running it,
(06:10):
why would I still want to dothis?
Let's break it down into thefive key benefits that Google ad
extensions give us.
Number one is improvedvisibility.
In the competitive world ofGoogle search results, whether
it's organic or paid, justgetting on the page and standing
out is most of the battle.
Ads with extensions take upmore space on the page, full
(06:31):
stop.
This is incredibly important.
It gives our firm not just aplacement on a page, but it
gives us a significantly largerfootprint in a crowded digital
landscape.
Think of it like this Whilesome of our competitors might
have this simple one-line ad,our ad looks like a real search
result.
It's much more comprehensiveand it looks like it's endorsed
(06:53):
by Google because they'redisplaying all this extra
information.
It's way more comprehensive,way more professional and that,
right there, grabs a lot ofattention from searchers.
This extra real estate can makeall the difference, not just
for lawyers and insurance peopleand the high value click areas
of Google ads, but really at anylevel.
(07:14):
Having that extra real estateis akin to having a larger ad in
a magazine or in a newspaper.
We want those extra columninches.
Number two is leading to higherclick-through rates.
Here's a statistic to chew onAds with extensions always see a
higher CTR than those without,and sure I made that up.
I'm getting into the habit ofmaking up statistics when it
(07:35):
comes to these things because, awe can't really find data on
all of this and, b, because inall of my accounts it's true.
And why?
Because extensions providepotential clients with more
reasons to click.
Instead of relying on just oneheadline and one description,
we're giving them a bunch ofdifferent pathways to engage
with our firm and we're givingourselves more chances to
resonate with that potentialclick, Whether it's clicking on
(07:58):
a site link to learn about ourpractice areas, tapping a call
extension to speak with usdirectly, clicking on the
location to see how far away weare, extensions make our ad
irresistible.
And a higher CTR doesn't justmean more traffic.
It means more engaged trafficfrom people who are actively
seeking our services.
Number three is better ad rank.
I was about to get into this innumber two, but the reality is
(08:22):
you guys get it.
The more we please Google, themore Google gives us and
Google's algorithm.
It really rewards relevance andquality, and ad extensions are
a key ingredient in this recipe.
When you use extensions, you'reimproving your ad's relevance
and user experience, which inturn boosts your ad rank.
A higher ad rank means your adis more likely to appear at the
(08:43):
top of the search results, evenif your budget is in the highest
.
In other words, ad extensionscan help you compete smarter,
not harder.
And at the end of the day, Imean, what else are we trying to
do?
Number four is enhanced userexperience.
Ever heard the saying make iteasy for people to say yes to
you.
Of course you have.
That's exactly what adextensions do.
(09:03):
We make it easy.
They help the potential clientsfind the information they're
looking for effortlessly, and ithappens in an instant.
So for someone who's searchingfamily lawyer near me, they can
immediately see your location,your phone number and a link to
schedule a consultation.
By reducing all this friction,providing clear, relevant
(09:26):
information, you're not justgetting clicks.
You're getting high qualityleads who are ready to take
action.
They're card in hand, as we say.
And finally, there's number five.
We talk about trust all thetime, but trust is still
everything in the legal industryAt the end of the day, that's
what it comes down to, and adextensions are a key element in
helping us build trust rightfrom the very first interaction.
Features like locationextensions show that we're a
(09:48):
local firm.
We're not some ethereal, youknow, in the cloud legal zoom
type of operation, and we canalso use call outs like over 20
years of experience or top ratedattorney or super lawyers
attorney to reinforce ourcredibility.
Some clients will understandsome of these designations, but
everybody understands 20 yearsof experience.
And if you include reviewextensions in all of this,
(10:11):
you're adding social proof tothe mix.
We've talked about this beforetoo.
This shows prospective clientsthat others trust and recommend
your services, and there is nohigher recommendation than the
random person on the street.
Why that is true is incrediblyfrustrating to me, but that's
the system.
When people see your ad,they're not just seeing a
service provider, they're seeingthe whole picture.
(10:31):
They're seeing a firm they canrely on.
And here's the bottom lineGoogle ad extensions are not an
option anymore.
They aren't just an add-on,they are a critical element of
any marketing effort when itcomes to Google ads.
And if you started this episodesaying, hmm well, I've never
heard of Google ad extensions,then, oh, buddy, I feel bad for
(10:52):
you, because this is importantand you need to get up to speed
quickly.
Ad extensions boost visibility,improve engagement and
establish trust, all whileenhancing your ad's overall
performance.
If you aren't doing them now, Iguarantee you someone else is
and they're going to beat you.
And now that we know why theseextensions are such a powerful
(11:13):
tool, let's get into how we canstart using them for the law
firm and how we can make them aseffective as possible.
So I'm going to run throughthis quickly.
I had ChatGPT sort out all mynotes for me on how to set these
up and I'm going to readthrough these.
And I'm not going to make theseavailable in the show notes,
(11:33):
because, if you'd like them,check out the transcript where
you can download them, or usesomething like Mac Whisper to
pull these and then put theminto ChatGPT to clean it up.
I'm not going to be adding alot of information in the show
notes from now on.
I'm using the AI descriptionsprovided by Buzzsprout for those
descriptions, giving a fewlinks, but the reality is, if
you need information from withinthe podcast, you, at this point
, should have the tools to beable to grab it.
(11:54):
Put it into something that willtake the transcript and then
use AI to grab the informationthat you need.
So it is pretty straightforwardto get these extensions set up.
If you haven't yet, don't worry, it's pretty easy.
Let's dive in.
Number one go into your GoogleAds manager, choose the campaign
or ad group that you want toenhance and then head over to
(12:15):
the ads and extensions tab onthe left-hand side.
Number two then click that blueplus sign on the top left side
and that's where the magichappens.
You're going to see a list ofextension types like site links,
call outs, location extensions,all of that.
Pick the one you want to add.
Then we're going to fill outthe details for that extension.
It'll give you a whole list.
If you try to save it withoutall the right stuff being in
(12:38):
there, it'll yell at you andgive red boxes and things.
So if it's a call extension,you need to add your firm's
phone number and set it todisplay during whichever hours
you want to have it display.
So if we just want to duringbusiness hours, just select your
office hours and then last stepis to save the changes and
that's it.
Google will review it and onceit's approved, your ad will go
live with the new extension.
Now there are some scenarioswhere it might not be approved,
(13:00):
but those are pretty rare.
So if you get into one of those, call me, and it's really as
simple as that.
Trust me, these couple ofminutes of setup can make a huge
difference in how your adsperform.
It's good for clients, it'sgood for Google and look, have I
steered you wrong so far?
Now let's get into some of thebest practices for the ad
extensions themselves, becausenot all of these extensions are
(13:22):
created equal and it does matterhow you use them.
So first is the site linkextensions.
These are links that you seebelow an ad that take people to
specific pages on your website.
So for law firms, we want to befocusing on a couple of pages
that matter the most maybefamily law services, schedule a
consultation, maybe about ourteam, whatever allows us to put
(13:43):
our best foot first and is stillgoing to be relevant to the
search terms that these ads arerunning on.
We want to make it really easyfor potential clients to find
exactly what they need.
So if we're entirelycontent-based, entirely
topic-based, we don'tnecessarily want to be putting
information about ourselves, butif we're running something a
little bit more general thanhaving an about us and an our
team page in our extensions.
(14:04):
It's absolutely fine.
Next up is call extensions.
These may be where you want tostart because they're a little
easier than sitelink.
There's a little bit lessinformation, but they're number
two on the list because sitelinkextensions are really, really
powerful.
They're always at the top of mylist, but call extensions let
people call your office directlyfrom the ad.
It's kind of like Google myBusiness.
(14:25):
But here's a pro tip Only keepthese call extensions active
during our office hours.
Nobody wants to call a law firmand hit voicemail.
So if you don't have 24-7answering, turn it off when
you're not there.
Use the Google Ads schedulingtools to make sure that the
calls are only coming in whenthe team is ready to answer.
And another powerful tool thathas a frustratingly similar name
(14:46):
but a completely differentpurpose is call-out extensions.
I mentioned these up top.
Call-out extensions are theseshort snippets of text that
highlight what makes you andyour firm unique.
Things like free initialconsult, available 24-7, no win,
no fee, contingency, whateverworks and whatever you can
advertise these are incredible.
(15:07):
Whatever works and whatever youcan advertise these are
incredible.
They're a great way to makeyour ad stand out in a sea of
competitors, because they'resmall and a lot of people forget
about them, so you might be theonly one on the search engine
results page with call outextensions actually appearing.
And if you're targeting localclients, another one that is
really critical.
I would say these four areprobably the most important of
all of the extensions for lawfirms.
(15:27):
I would say these four areprobably the most important of
all of the extensions for lawfirms Location extensions
they're a 100% have to do itkind of thing.
These display our address righton the ad.
They show prospects that werenearby and were accessible, and
it's a really great way to buildtrust, especially if we're a
community-focused firm.
(15:49):
And now I know I talk aboutmetrics a lot and I haven't
talked about it a lot here,other than making up a couple of
stats, which is a habit you'regoing to see I'm getting into
for 2025.
But I'll keep this part briefbecause I'm going to try not to
talk about analytics so much.
Once your extensions are live,you need to know how they're
performing, keep an eye on this,check your click-through rates,
track which extensions aredriving conversions.
All of this can be done withinGoogle Ads, so you don't need
three different things to lookat it, and you can even
(16:11):
experiment with differentmessaging in your call-outs or
try linking different pages inyour site links to see what
performs the best.
We can do an A-B test, the sameway I've always talked about,
but with location extensions andsite link extensions and call
extensions.
What I suggest here is play withit.
There are not a lot of wronganswers here, as long as we're
not violating any of Google'sguidelines or any bar rules.
(16:33):
The sky's the limit.
But before we wrap it up, Ijust want to say this setting up
these extensions is notcomplicated, but it requires a
little bit of thought.
You do need to be a littlecreative and a little strategic.
We want to think about what ourclients need the most, whether
it's quick answers, easy contact, reassurance that you're the
right guy for their case.
(16:54):
And I understand that it can bea little bit difficult to think
from their perspective, becausewhat you think they need and
what they think they need can bedifferent.
But the more you tailor yourextensions to meet those needs,
I promise you you're going tosee better and better results
using that strategy.
That's it for Legal Marketing101.
Check out roseandadvertisingcomfor more Thanks.
What are Google Ads extensions and why should they
matter to me?
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Do you think your Google Adsare working as hard as they
possibly can?
What if I told you that there'sa simple and easy way to
increase your clicks, showcaseyour expertise and dominate the
search results, all withoutincreasing your budget?
(00:26):
Well, buckle up, because thatis exactly what I'm telling you.
Google Ad Extensions, one of theforgotten cousins of Google Ads
.
Features are incrediblypowerful.
They increase ad visibility,lead to higher click-through
rates and, just overall, lead tobetter lead generation for law
firms.
So let's start with the basics.
What are Google ad extensions?
(00:46):
Google ad extensions are asecret weapon you didn't know
you needed.
They're additional pieces ofinformation or links that appear
alongside your Google ads.
It's designed to make them moreengaging, more informative and,
ultimately, more effective.
So, instead of just a headline,a description and a URL, ad
extension give your ads extralayers of detail.
(01:07):
These could be clickable linksto specific pages or a phone
number, or even your law firm'sphysical address and a little
map pin.
Think of these extensions asthe bells and whistles that turn
your standard boring old Googlead into a marketing powerhouse.
Without extensions, our ads arestill functional, but they're
kind of limited.
They're like a car withoutpower windows or a backup camera
(01:30):
.
With extensions, our ad becomesfully loaded.
It provides even more value andutility and it generates more
potential clients.
Now you might be wondering whydoes this matter for my law firm
?
And here's the answer.
It's a short one.
Ad extensions not only makeyour ads more useful, but they
also help you stand out in acrowded search results page.
They are going to lead to moreleads.
(01:52):
That's what we want to hear.
So let's take a quick look atthe types of ad extensions that
are particularly relevant forlaw firms.
First up is site linkextensions.
These are clickable links thattake users directly to specific
pages on your website.
So we could create site linksthat go to our key practice
areas family law services,criminal defense, corporate
legal assistance.
(02:13):
But you can also use these toinclude links to useful
resources things like blog posts, what to expect during a
divorce case, or a schedule, aconsult page or even an ebook,
if we're not directlyadvertising that in the ad.
Site links make it a lot easierfor prospective clients to find
exactly what they're lookingfor on your site, and this cuts
(02:33):
down the steps between thesearch and the actual engagement
.
But number two is callextensions.
I'm guessing you already knowabout these if you spent any
time on Google ads, becausethese are pretty important, but
time is usually critical whensomeone's searching for legal
help.
There are some areas wherethat's not true, but a lot of
the time it is.
Call extensions allow users tocontact our firm directly with a
(02:54):
single tap from the ad, whetherthey're on their phone or their
computer, wherever they are.
This feature is really good forurgent inquiries Think personal
injury cases, last-minute legaladvice, car accidents, etc.
By adding our phone number tothe ad, we make it as easy as
possible for clients to reach usright when they need us most.
Number three is locationextensions.
(03:15):
Similar to call extensions, butthey provide a slightly
different angle.
These extensions display ourfirm's address, making it clear
that we're a local expert who'sready to assist nearby clients.
For users that are searchinglawyer near me, having our
address visible in an ad canmake all the difference when it
comes to an engagement.
And here's a bonus Locationextensions also integrate
(03:37):
directly with Google Maps whowould have thought?
And this guides clientsstraight to your door.
So not only are they seeingyour address, they're able to
click on it and get directions.
But number four is structuredsnippets.
This is one you may not knowabout.
Structured snippets.
Let us highlight specificaspects of our services in a
clean, easy to read format, evenfor mobile users.
So we could highlight ourspecialties.
(04:00):
If we, you know, do personalinjury, then we can talk about
the specific types of injurieswe handle.
If we do real estate, then wecan talk about the specific
types of injuries we handle.
If we do real estate, we cantalk about the specific types of
cases we handle, even for IP,trademark.
All of that.
This is our chance to go aheadand start displaying our
expertise, even if it's just ata glance, and show these
prospective clients exactly howwe can help.
Number five on the list iscall-out extensions.
(04:21):
I've talked about these alittle bit in the past, but
they're pretty interesting.
These are short,attention-grabbing phrases that
highlight our firm's uniqueselling points.
So things can be like available24-7, no win, no fee, if that's
allowed in your state.
Free initial consultation, flatfees, whatever it is.
Call-outs give these potentialclients extra reasons to choose
(04:43):
our firm over the competitors onthe page and this reinforces
our value, without taking upreally that much space.
Of course, that's not always agood thing, but we'll come back
to taking up space.
By using these extensionsthoughtfully, you're not just
enhancing your ad.
You're creating a betterexperience for potential clients
.
They get to the informationfaster, they get the information
(05:03):
they want sooner rather thanclicking through your site.
All of that works in your favor.
But now we need to dive intowhy these extensions are so
powerful and how they cantransform our campaigns.
Ultimately, just why do Googlead extensions matter?
Why are they a good thing?
So we understand what they are,but the answer here of why we
(05:25):
need to be using it can feel alittle complex, but it's
actually simple, and the realityis that there's data
surrounding everything I'm aboutto talk about.
While I'm not going to dig intothe details of it, understand
this these extensions are a gamechanger for any advertiser on
Google, not just law firms, butespecially when you are a law
firm that's looking to stand out, attract better leads and grow
(05:47):
your business.
Ad extensions allow you to riseabove the fray, because most
legal marketers forget aboutthis.
Most firms forget about it.
It's a second tab.
There's so many other thingsgoing on, and so if you're in
your market, nobody else isrunning extensions, you can add
them and win this market.
So why does this matter, though?
If maybe you're not the onlyone in your market running it,
(06:10):
why would I still want to dothis?
Let's break it down into thefive key benefits that Google ad
extensions give us.
Number one is improvedvisibility.
In the competitive world ofGoogle search results, whether
it's organic or paid, justgetting on the page and standing
out is most of the battle.
Ads with extensions take upmore space on the page, full
(06:31):
stop.
This is incredibly important.
It gives our firm not just aplacement on a page, but it
gives us a significantly largerfootprint in a crowded digital
landscape.
Think of it like this Whilesome of our competitors might
have this simple one-line ad,our ad looks like a real search
result.
It's much more comprehensiveand it looks like it's endorsed
(06:53):
by Google because they'redisplaying all this extra
information.
It's way more comprehensive,way more professional and that,
right there, grabs a lot ofattention from searchers.
This extra real estate can makeall the difference, not just
for lawyers and insurance peopleand the high value click areas
of Google ads, but really at anylevel.
(07:14):
Having that extra real estateis akin to having a larger ad in
a magazine or in a newspaper.
We want those extra columninches.
Number two is leading to higherclick-through rates.
Here's a statistic to chew onAds with extensions always see a
higher CTR than those without,and sure I made that up.
I'm getting into the habit ofmaking up statistics when it
(07:35):
comes to these things because, awe can't really find data on
all of this and, b, because inall of my accounts it's true.
And why?
Because extensions providepotential clients with more
reasons to click.
Instead of relying on just oneheadline and one description,
we're giving them a bunch ofdifferent pathways to engage
with our firm and we're givingourselves more chances to
resonate with that potentialclick, Whether it's clicking on
(07:58):
a site link to learn about ourpractice areas, tapping a call
extension to speak with usdirectly, clicking on the
location to see how far away weare, extensions make our ad
irresistible.
And a higher CTR doesn't justmean more traffic.
It means more engaged trafficfrom people who are actively
seeking our services.
Number three is better ad rank.
I was about to get into this innumber two, but the reality is
(08:22):
you guys get it.
The more we please Google, themore Google gives us and
Google's algorithm.
It really rewards relevance andquality, and ad extensions are
a key ingredient in this recipe.
When you use extensions, you'reimproving your ad's relevance
and user experience, which inturn boosts your ad rank.
A higher ad rank means your adis more likely to appear at the
(08:43):
top of the search results, evenif your budget is in the highest
.
In other words, ad extensionscan help you compete smarter,
not harder.
And at the end of the day, Imean, what else are we trying to
do?
Number four is enhanced userexperience.
Ever heard the saying make iteasy for people to say yes to
you.
Of course you have.
That's exactly what adextensions do.
(09:03):
We make it easy.
They help the potential clientsfind the information they're
looking for effortlessly, and ithappens in an instant.
So for someone who's searchingfamily lawyer near me, they can
immediately see your location,your phone number and a link to
schedule a consultation.
By reducing all this friction,providing clear, relevant
(09:26):
information, you're not justgetting clicks.
You're getting high qualityleads who are ready to take
action.
They're card in hand, as we say.
And finally, there's number five.
We talk about trust all thetime, but trust is still
everything in the legal industryAt the end of the day, that's
what it comes down to, and adextensions are a key element in
helping us build trust rightfrom the very first interaction.
Features like locationextensions show that we're a
(09:48):
local firm.
We're not some ethereal, youknow, in the cloud legal zoom
type of operation, and we canalso use call outs like over 20
years of experience or top ratedattorney or super lawyers
attorney to reinforce ourcredibility.
Some clients will understandsome of these designations, but
everybody understands 20 yearsof experience.
And if you include reviewextensions in all of this,
(10:11):
you're adding social proof tothe mix.
We've talked about this beforetoo.
This shows prospective clientsthat others trust and recommend
your services, and there is nohigher recommendation than the
random person on the street.
Why that is true is incrediblyfrustrating to me, but that's
the system.
When people see your ad,they're not just seeing a
service provider, they're seeingthe whole picture.
(10:31):
They're seeing a firm they canrely on.
And here's the bottom lineGoogle ad extensions are not an
option anymore.
They aren't just an add-on,they are a critical element of
any marketing effort when itcomes to Google ads.
And if you started this episodesaying, hmm well, I've never
heard of Google ad extensions,then, oh, buddy, I feel bad for
(10:52):
you, because this is importantand you need to get up to speed
quickly.
Ad extensions boost visibility,improve engagement and
establish trust, all whileenhancing your ad's overall
performance.
If you aren't doing them now, Iguarantee you someone else is
and they're going to beat you.
And now that we know why theseextensions are such a powerful
(11:13):
tool, let's get into how we canstart using them for the law
firm and how we can make them aseffective as possible.
So I'm going to run throughthis quickly.
I had ChatGPT sort out all mynotes for me on how to set these
up and I'm going to readthrough these.
And I'm not going to make theseavailable in the show notes,
(11:33):
because, if you'd like them,check out the transcript where
you can download them, or usesomething like Mac Whisper to
pull these and then put theminto ChatGPT to clean it up.
I'm not going to be adding alot of information in the show
notes from now on.
I'm using the AI descriptionsprovided by Buzzsprout for those
descriptions, giving a fewlinks, but the reality is, if
you need information from withinthe podcast, you, at this point
, should have the tools to beable to grab it.
(11:54):
Put it into something that willtake the transcript and then
use AI to grab the informationthat you need.
So it is pretty straightforwardto get these extensions set up.
If you haven't yet, don't worry, it's pretty easy.
Let's dive in.
Number one go into your GoogleAds manager, choose the campaign
or ad group that you want toenhance and then head over to
(12:15):
the ads and extensions tab onthe left-hand side.
Number two then click that blueplus sign on the top left side
and that's where the magichappens.
You're going to see a list ofextension types like site links,
call outs, location extensions,all of that.
Pick the one you want to add.
Then we're going to fill outthe details for that extension.
It'll give you a whole list.
If you try to save it withoutall the right stuff being in
(12:38):
there, it'll yell at you andgive red boxes and things.
So if it's a call extension,you need to add your firm's
phone number and set it todisplay during whichever hours
you want to have it display.
So if we just want to duringbusiness hours, just select your
office hours and then last stepis to save the changes and
that's it.
Google will review it and onceit's approved, your ad will go
live with the new extension.
Now there are some scenarioswhere it might not be approved,
(13:00):
but those are pretty rare.
So if you get into one of those, call me, and it's really as
simple as that.
Trust me, these couple ofminutes of setup can make a huge
difference in how your adsperform.
It's good for clients, it'sgood for Google and look, have I
steered you wrong so far?
Now let's get into some of thebest practices for the ad
extensions themselves, becausenot all of these extensions are
(13:22):
created equal and it does matterhow you use them.
So first is the site linkextensions.
These are links that you seebelow an ad that take people to
specific pages on your website.
So for law firms, we want to befocusing on a couple of pages
that matter the most maybefamily law services, schedule a
consultation, maybe about ourteam, whatever allows us to put
(13:43):
our best foot first and is stillgoing to be relevant to the
search terms that these ads arerunning on.
We want to make it really easyfor potential clients to find
exactly what they need.
So if we're entirelycontent-based, entirely
topic-based, we don'tnecessarily want to be putting
information about ourselves, butif we're running something a
little bit more general thanhaving an about us and an our
team page in our extensions.
(14:04):
It's absolutely fine.
Next up is call extensions.
These may be where you want tostart because they're a little
easier than sitelink.
There's a little bit lessinformation, but they're number
two on the list because sitelinkextensions are really, really
powerful.
They're always at the top of mylist, but call extensions let
people call your office directlyfrom the ad.
It's kind of like Google myBusiness.
(14:25):
But here's a pro tip Only keepthese call extensions active
during our office hours.
Nobody wants to call a law firmand hit voicemail.
So if you don't have 24-7answering, turn it off when
you're not there.
Use the Google Ads schedulingtools to make sure that the
calls are only coming in whenthe team is ready to answer.
And another powerful tool thathas a frustratingly similar name
(14:46):
but a completely differentpurpose is call-out extensions.
I mentioned these up top.
Call-out extensions are theseshort snippets of text that
highlight what makes you andyour firm unique.
Things like free initialconsult, available 24-7, no win,
no fee, contingency, whateverworks and whatever you can
advertise these are incredible.
(15:07):
Whatever works and whatever youcan advertise these are
incredible.
They're a great way to makeyour ad stand out in a sea of
competitors, because they'resmall and a lot of people forget
about them, so you might be theonly one on the search engine
results page with call outextensions actually appearing.
And if you're targeting localclients, another one that is
really critical.
I would say these four areprobably the most important of
all of the extensions for lawfirms.
(15:27):
I would say these four areprobably the most important of
all of the extensions for lawfirms Location extensions
they're a 100% have to do itkind of thing.
These display our address righton the ad.
They show prospects that werenearby and were accessible, and
it's a really great way to buildtrust, especially if we're a
community-focused firm.
(15:49):
And now I know I talk aboutmetrics a lot and I haven't
talked about it a lot here,other than making up a couple of
stats, which is a habit you'regoing to see I'm getting into
for 2025.
But I'll keep this part briefbecause I'm going to try not to
talk about analytics so much.
Once your extensions are live,you need to know how they're
performing, keep an eye on this,check your click-through rates,
track which extensions aredriving conversions.
All of this can be done withinGoogle Ads, so you don't need
three different things to lookat it, and you can even
(16:11):
experiment with differentmessaging in your call-outs or
try linking different pages inyour site links to see what
performs the best.
We can do an A-B test, the sameway I've always talked about,
but with location extensions andsite link extensions and call
extensions.
What I suggest here is play withit.
There are not a lot of wronganswers here, as long as we're
not violating any of Google'sguidelines or any bar rules.
(16:33):
The sky's the limit.
But before we wrap it up, Ijust want to say this setting up
these extensions is notcomplicated, but it requires a
little bit of thought.
You do need to be a littlecreative and a little strategic.
We want to think about what ourclients need the most, whether
it's quick answers, easy contact, reassurance that you're the
right guy for their case.
(16:54):
And I understand that it can bea little bit difficult to think
from their perspective, becausewhat you think they need and
what they think they need can bedifferent.
But the more you tailor yourextensions to meet those needs,
I promise you you're going tosee better and better results
using that strategy.
That's it for Legal Marketing101.
Check out roseandadvertisingcomfor more Thanks.
Popular Podcasts
Bookmarked by Reese's Book Club
Welcome to Bookmarked by Reese’s Book Club — the podcast where great stories, bold women, and irresistible conversations collide! Hosted by award-winning journalist Danielle Robay, each week new episodes balance thoughtful literary insight with the fervor of buzzy book trends, pop culture and more. Bookmarked brings together celebrities, tastemakers, influencers and authors from Reese's Book Club and beyond to share stories that transcend the page. Pull up a chair. You’re not just listening — you’re part of the conversation.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!