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3 Hidden Geofencing Techniques for Attorneys

Written by Shea Antonucci

On April 2, 2020

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It’s not secret that lawyers operate in a highly competitive field. If you’re an attorney trying to expand your practice, you need and edge over other attorneys in your area, which is where attorney geofencing comes in.

Our agency, Empirical360, has managed over $15,000,000 in ad spend. We specialize in attorney marketing and have dramatically lowered lead cost for all of the lawyers we have worked with! We are Google Premier Partners, which means that we have met their high performance and education criteria, and they now consider us to be one of the leading marketing agencies in the world. 

Empirical360 knows how to connect attorneys with the right clients searching for the services they offer. And because we are experienced ad experts, we also know some enhancements you can make to your campaigns that your competitors may not be aware of. The improvements we’re going to discuss in this blog post have to do with geofencing. We’ll discuss what it is, how it can help attorneys specifically, and how to make these changes in your campaigns!


What is attorney geofencing?


Geofencing is drawing a virtual “fence” around your physical location(s) in order to reach people who have visited you or are nearby. When people enter the virtual fence, Google uses IP addresses and GPS technology to track them based on their coordinates and serve them specific ads you have determined to show to these potential clients who are within a short distance of your firm or office. Geofencing can dramatically increase engagement among your local clientele. 

If you have a firm and are competing with other firms in your city or area, goefencing can give you an advantage; you can attract people nearer to your location to visit with ads (“Looking for a family lawyer? You’re right around the corner!”) or offers, (like free case evaluations). You could persuade clients to come to you and not to your competitor by highlighting your value (“the ONLY lawyer in {insert county/city} that has won over a $1,000,000 settlement”, etc.). 

You can (and should) utilize attorney geofencing in their Google Ads campaigns, but there are three hidden geofencing techniques you can make that not many people know about. We’ve seen these tactics prove highly effective for our clients. 

1. Funnel Location Specific Ads to Location Specific Landing Pages


People in today’s digital age are impatient. They want to find what they’re looking for quickly and easily; they’ll abandon the trail you’ve laid out for them if it’s confusing or frustrating. The key to powerful geofencing is laying out a clear, easy-to-follow path to keep their attention. 

Match the keyword to the headline for geofencing ads. If someone performs a Google search for “Tampa Criminal Defense Attorney” or “South Tampa Divorce Attorney”, the headline for your ad should include “Tampa Criminal Defense Attorney” or “South Tampa Divorce Attorney”. When they click on the ad, they should be taken to a geospecific landing page with the same headline (or headline including that search query/keyword). 

This increases the chances of a conversion because each spot on their journey is highly relevant and matches their intent. 


2. Segment Campaigns Based on Location 


When you segment your campaigns by location, you can control budgets for your higher performing locations. If you have office locations in multiple cities, you can decide which location is responding best to your geofencing strategy and allocate more of the budget to the campaign for that location. If you don’t segment, you have no way of knowing what locations are performing best and you’re missing out on an opportunity to optimize. 

If you only have one location for your firm, this hidden geofencing technique can still work for you; you can geofence areas around your business (the north side of town, east side, west side, and south side, for example) and determine which ones deserve a larger share of the budget based on performance. 


3. Add Custom Pins with Radius Targeting


Google’s geofencing is extremely precise. You can drop a pin on your building, and then choose a radius around that pin that you want to target. Rather than just specifying a city, which is what most people do, you can actually specify your firm’s exact location. You can make the targeted area around it as tight or loose as you’d like (.6 mile radius, 5 mile radius, 30 mile radius, etc.). This guarantees that you attract clients who are extremely close to your firm and may already be familiar with your brand. 

Have questions about implementing these hidden attorney geofencing techniques in your legal marketing strategy? Empirical360 specializes in getting more clients and more cases for lawyers through paid search engine marketing (Google Ads), social media marketing (Facebook Ads), conversion rate optimization, search engine optimization, website development and design, and video production. Contact us today to learn how we can grow your practice! 




Shea Antonucci - Author

Director of Content Marketing

Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!

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