Paid Advertising Strategies for Commercial Investigation Intent: Capture Clients Considering Legal Solutions

The Benefits of Targeting Commercial Investigation Leads

Imagine a potential client who, after experiencing a personal injury, has moved past the initial shock and is now actively researching their legal options. Their search terms have become more specific, like "top personal injury law firms near me." This shift in search behavior indicates a crucial stage in the client acquisition process - the Commercial Investigation Intent phase.

By implementing targeted paid advertising strategies, you can nurture these high-value leads who are actively researching solutions to their legal problems.

Users are more specific in their searches but may still be considering multiple lawyers. To effectively engage this audience, your paid ads should:

• Use more specific, solution-oriented keywords: Target keywords like "top personal injury law firms near me" or "employment discrimination attorneys" that reflect the user's more focused search intent.
• Showcase your unique value proposition: Highlight what sets your firm apart from competitors, such as your approach, success rates, or client testimonials, to differentiate yourself and demonstrate your ability to provide an effective solution.
• Offer consultations or evaluations: Promote free consultations, case evaluations, or other low-commitment offers that allow potential clients to explore your services further without fully committing.

Paid advertising offers several advantages when reaching users with commercial investigation intent:

• Targeted Lead Generation: Laser-focus your ads on specific keywords and demographics to attract highly qualified leads who are more likely to convert.
• Improved Conversion Rates: Craft compelling ad copy and landing pages that address the user's specific needs, leading them to take the next step, such as scheduling a consultation.
• Measurable Results (ROI): Track the performance of your campaigns and adjust strategies in real-time to maximize your return on investment.

To effectively engage with users in the commercial investigation stage, consider these paid advertising strategies:

• Search Engine Marketing (SEM): Target relevant keywords like "employment discrimination attorneys" to ensure your firm appears at the top of search engine results pages (SERPs) when potential clients conduct specific searches.
• Display Advertising: Partner with legal or business websites frequented by your target audience to display visually compelling ads that capture their attention.
• Social Media Advertising: Utilize platforms like LinkedIn to target users based on demographics, interests, and even job titles, ensuring your ads reach decision-makers and potential clients within relevant industries.

Understanding What Clients Search For

Here are some real-world examples of commercial investigation intent search queries in the legal industry:

• "Best family law attorney representing fathers in child custody cases"
• "Top corporate law firms specializing in mergers and acquisitions"
• "Free consultation with a criminal defense lawyer near me"

Tips for Effective Consideration Stage Ads

• Value Proposition: Don't just list your services; highlight the benefits potential clients will receive. For instance, instead of saying "Free Consultation," showcase the value: "Free Consultation: Get Answers & Peace of Mind Today."
• Visuals: Use professional images that convey trust and professionalism, such as attorneys meeting with clients or courtroom scenes.
• Call to Action (CTA): Encourage users to take action with phrases like "Schedule Now," "Contact Us," and "Book Today."
• Relevance: Ensure the ad copy and visuals are directly related to the user's intent and the type of legal service they are considering.
• Incorporate Social Proof: Include client testimonials or mention your firm's awards and recognition to establish credibility and trust.
• Emotional Connection: While legal matters are serious, consider using language that evokes emotions of security, confidence, or empowerment.
• Mobile-Responsiveness: A significant portion of searches happen on mobile devices. Ensure your ads and landing pages are optimized for smartphones and tablets.

These ads should lead potential clients to landing pages where they can easily schedule consultations or contact your firm for more detailed information, helping move them closer to making a decision.

By following these tips and leveraging the power of paid advertising during the commercial investigation intent phase, you can attract high-value leads who are actively seeking legal solutions and convert them into loyal clients.

Below are Google Ad, LinkedIn Ad, and Meta Ad strategies for lawyers targeting users with commercial investigation intent.

Google Ads for Lawyers: Consideration Stage (Commercial Investigation Intent)

At the consideration stage, potential clients are more aware of their legal needs and are actively researching potential lawyers. Here's how you can leverage Google Ads to target them:

Search Ads (Text Ads):

• Target Keywords with High Commercial Intent: Focus on keywords like "[Practice Area] Lawyer in [City]," "[Legal Issue] Attorney Reviews," or "Best [Practice Area] Firms."
• Ad Copy: Highlight your experience, positive client reviews, and unique selling points. Ex: "Top-Rated [Practice Area] Lawyer. Free Consultations. Proven Results."
• Landing Page: Direct users to lawyer bio pages, case studies showcasing successful outcomes, or pages with client testimonials.

Display Ads (Banner Ads):

• Target Legal Directories & Review Sites: Target websites where users compare lawyers, like Avvo or local legal directories.
• Ad Creatives: Use banners emphasizing positive client reviews and awards. Ex: "Client-Rated [Practice Area] Lawyers. Schedule Your Free Consultation Today."
• Landing Page: Lead users to client testimonial pages or case studies demonstrating your expertise in relevant practice areas.

YouTube Ads (In-Stream & Discovery Ads):

• Create Client Testimonial Videos: Develop short videos featuring satisfied clients sharing their positive experiences with your firm.
• Target Legal & Local News Channels: Target YouTube channels with legal content or local news outlets.
• Landing Page: Direct viewers to pages with more client testimonials, case studies, or contact information for consultations.

Discovery Ads:

• Showcase Case Studies & Client Testimonials: Use carousel ads to display successful case outcomes and positive client reviews.
• Target Audience Demographics & Interests: Target users based on demographics like income or interests related to your practice area.
• Landing Page: Direct users to detailed case study pages or client testimonial sections on your website.

Remarketing Ads (Display & Search):

• Retarget Engaged Website Visitors: Reconnect with users who visited your lawyer bios, case studies, or other relevant pages.
• Ad Creatives: Use dynamic remarketing ads showcasing content based on their previous browsing behavior. Ex: "Interested in [Practice Area]? See How We Helped Clients Like You."
• Landing Page: Direct users back to content relevant to their prior search, offer a free consultation, or a downloadable case study specific to their legal issue.

Local Service Ads (LSAs):

• Leverage Google's LSAs to appear prominently in local search results for relevant legal services.
• Highlight your firm's expertise, positive reviews, and successful case outcomes.
• Include clear calls-to-action for users to request a consultation or learn more about your services.

Additional Tips:

• Showcase Free Case Evaluations: Promote the opportunity for a free case evaluation to encourage initial contact.
• Highlight Awards & Recognition: Build trust by mentioning awards or recognition your firm has received in relevant practice areas.
• Location Targeting: Target geographically relevant searches to attract local clients.
• Call Extensions: Include call extensions in your ads to encourage immediate contact.

By implementing these Google Ad strategies, you can effectively target users actively researching lawyers and convince them to consider your firm for their legal needs.

Google Ad Examples:

Search Ads

a) Ad Title: Experienced Personal Injury Lawyers

Description: Get the compensation you deserve. Schedule a free consultation with our expert personal injury lawyers.

URL: www.yourlawfirm.com/personal-injury-consultation

b) Ad Title: Divorce Attorneys Near You

Description: Compassionate and effective legal support for your divorce. Free initial consultation available.

URL: www.yourlawfirm.com/divorce-attorneys

c) Ad Title: Criminal Defense Lawyers

Description: Protect your rights with our experienced defense attorneys. Free case evaluation.

URL: www.yourlawfirm.com/criminal-defense-evaluation

Display Ads

a) Banner Ad:

Image: Attorney shaking hands with a client

Text: "Need Legal Help? Free Consultation with Top Lawyers"

Call to Action: "Book Now"

URL: www.yourlawfirm.com/free-consultation

b) Sidebar Ad:

Image: Gavel and law books

Text: "Expert Legal Advice - Free Initial Consultation"

Call to Action: "Schedule Today"

URL: www.yourlawfirm.com/initial-consultation

c) Popup Ad:

Image: Courtroom scene

Text: "Looking for a Lawyer? Get a Free Case Evaluation"

Call to Action: "Contact Us"

URL: www.yourlawfirm.com/case-evaluation

YouTube Ads

a) Pre-Roll Ad:

Video Script: "Facing legal challenges? Our experienced attorneys are here to help. Schedule your free consultation today at [Your Law Firm]."

Call to Action: "Schedule Now"

URL: www.yourlawfirm.com/free-consultation

b) In-Stream Ad:

Video Script: "Need legal advice? Our expert attorneys specialize in personal injury, family law, and criminal defense. Contact us for a free case evaluation."

Call to Action: "Learn More"

URL: www.yourlawfirm.com/case-evaluation

c) Bumper Ad:

Video Script: "Need a lawyer? Get a free consultation at [Your Law Firm]."

Call to Action: "Book Now"

URL: www.yourlawfirm.com/free-consultation

Discovery Ads

a) Ad Title: Schedule a Free Consultation

Description: Talk to our experienced attorneys about your legal needs. Free initial consultation.

Call to Action: "Book Now"

URL: www.yourlawfirm.com/free-consultation

b) Ad Title: Expert Legal Representation

Description: Our lawyers are ready to help with your case. Free case evaluation available.

Call to Action: "Contact Us"

URL: www.yourlawfirm.com/case-evaluation

c) Ad Title: Personal Injury Experts

Description: Get the compensation you deserve. Schedule a free consultation with our personal injury experts.

Call to Action: "Learn More"

URL: www.yourlawfirm.com/personal-injury-consultation

Remarketing Ads

a) Banner Ad:

Image: Attorney and client in a meeting

Text: "Still Looking for Legal Help? Schedule Your Free Consultation"

Call to Action: "Schedule Now"

URL: www.yourlawfirm.com/free-consultation

b) Sidebar Ad:

Image: Lawyer reviewing documents with a client

Text: "Get Expert Legal Advice - Free Case Evaluation"

Call to Action: "Contact Us"

URL: www.yourlawfirm.com/case-evaluation

c) Popup Ad:

Image: Legal documents and gavel

Text: "Need Legal Assistance? Free Consultation Available"

Call to Action: "Book Now"

URL: www.yourlawfirm.com/free-consultation

LinkedIn Ads for Lawyers: Consideration Stage (Commercial Investigation Intent)

At the consideration stage, potential clients are actively investigating and comparing their options. Here, the focus is on demonstrating your law firm's expertise, credibility, and unique value proposition. Below are LinkedIn ad types that can be effectively used by lawyers to engage potential clients during this stage:

1. Sponsored Content

• Share Case Studies & Client Success Stories: Publish content showcasing your firm's successful outcomes in handling cases relevant to the target audience's needs.
• Target by Industry & Job Title: Target professionals in industries where your practice area is applicable or decision-makers who might require legal services (e.g., CFOs facing litigation issues).
• Benefit: Demonstrate your expertise and ability to deliver results, giving potential clients confidence in your firm.
• Objective: Provide detailed information that helps potential clients understand why your law firm is the best choice.
• Ad Types:

a) Single Image Ads: Share detailed posts about your services, case studies, client testimonials, or industry reports.

Example: "See How Our Firm Helped a Startup Secure Venture Capital – Read the Case Study"

b) Video Ads: Use videos to showcase client success stories, detailed service overviews, or behind-the-scenes looks at your firm.

Example: "Watch How We Helped Clients Win Complex Litigation Cases"

c) Carousel Ads: Highlight multiple aspects of your services, showcase different client success stories, or explain your process.

Example: "Our Comprehensive Legal Services for Businesses – Explore the Benefits"

d) Event Ads: Promote webinars, workshops, or Q&A sessions that demonstrate your expertise and engage potential clients.

Example: "Join Our Workshop on Navigating Employment Law Challenges"

2. Video Ads

• Develop Client Testimonial Videos: Create short videos featuring satisfied clients sharing their positive experiences with your firm.
• Target by Demographics & Interests: Target users based on demographics and interests relevant to your practice area.
• Benefit: Builds trust and credibility through authentic client testimonials, allowing potential clients to see how you've helped others with similar issues.

3. Text Ads

• Objective: Highlight specific services or offers to drive traffic to your website or landing pages.
• Ad Types:

Consideration Text Ad: Emphasize your firm's unique selling points, special offers, or detailed service pages.

Example: "Need Expert Legal Advice? Explore Our Services Today – Free Initial Consultation"

4. Dynamic Ads

• Leverage User Engagement & Search History: Personalize ad content based on a user's engagement with your content and past legal-related searches on LinkedIn.
• Target by Title & Company: Target specific titles (e.g., In-House Counsel) within companies facing legal challenges in your area of expertise.
• Benefit: Increase ad relevance and engagement by tailoring content to user behavior and specific legal needs.
• Objective: Use personalized ads to attract attention and encourage deeper engagement with potential clients.
• Ad Types:

a) Spotlight Ads: Highlight specific services, case studies, or client testimonials.

Example: "See How [Your Law Firm] Achieved a Landmark Verdict – Read the Full Case Study"

b) Content Ads: Promote detailed resources, whitepapers, or detailed guides relevant to your potential clients.

Example: "Download Our Comprehensive Guide to Intellectual Property Law"

5. Lead Gen Forms

• Offer Valuable Downloadable Resources: Develop downloadable content like white papers, case studies, or industry reports relevant to the consideration stage.
• Target by Demographics & Interests: Target users based on relevant demographics and interests related to your practice area.
• Benefit: Capture high-quality leads by offering valuable resources in exchange for contact information, allowing for further nurturing.

6. Conversation Ads

• Initiate conversations with potential clients through LinkedIn's Conversation Ads.
• Craft personalized messages highlighting your firm's expertise and successful outcomes in specific practice areas relevant to your target audience.
• Encourage users to engage in a conversation with your firm to learn more about your services and how you can help with their legal needs.

Additional Tips:

• Highlight Awards & Recognition: Showcase awards or recognition your firm has received in relevant practice areas to build trust.
• Promote Free Consultations or Case Evaluations: Address potential concerns by offering free consultations or case evaluations, lowering the initial barrier to contact.
• Showcase Client Reviews: Include positive client reviews or testimonials on your landing pages to build trust and credibility.
• Track & Analyze Results: Monitor the performance of your LinkedIn Ad campaigns and adjust your strategies based on data and lead generation metrics.

By showcasing your firm's expertise, successful track record, and client satisfaction, you can effectively position your practice as a trusted solution provider for potential clients in the consideration stage on LinkedIn. Remember to align your messaging and content with their intent to research and evaluate potential legal service providers.

LinkedIn Ad Examples:

Sponsored Content - Single Image Ad

• Image: Lawyer with client, legal documents on the table
• Text: "See How Our Firm Helped a Startup Secure Venture Capital – Read the Case Study"
• CTA: "Read More"
• URL: [Case Study Link]

Text Ad

• Headline: "Need Expert Legal Advice?"
• Description: "Explore Our Services Today – Free Initial Consultation Available."
• CTA: "Learn More"
• URL: [Service Page Link]

Dynamic Ad - Spotlight Ad

• Image: Logo of your law firm
• Text: "See How [Your Law Firm] Achieved a Landmark Verdict – Read the Full Case Study"
• CTA: "Read Case Study"

These LinkedIn ad types and examples aim to provide detailed and persuasive information that helps potential clients evaluate your law firm, understand your unique value proposition, and move closer to making a decision.

Meta Ad Types for Lawyers at the Consideration Stage (Commercial Investigation Intent)

At the consideration stage, potential clients are actively researching their legal options and evaluating different law firms. The goal is to provide informative content that showcases your firm's expertise, builds trust, and encourages potential clients to consider your services. Below are Meta (Facebook and Instagram) ad types that can effectively engage users at this stage of their journey.

1. Lead Gen Forms:

• Offer Valuable Downloadable Resources: Develop downloadable content like case studies, white papers, or industry reports relevant to the user's legal needs.
• Target by Demographics, Behaviors & Interests: Target users based on relevant demographics, past legal-related behavior (e.g., engaging with legal content), and interests aligned with your practice area.
• Benefit: Capture high-quality leads by offering valuable resources in exchange for contact information, allowing you to nurture them further.

2. Video Ads (Testimonials & Client Success Stories):

• Develop Client Testimonial Videos: Create short video ads featuring satisfied clients sharing their positive experiences with your firm when handling similar legal issues.
• Target by Demographics & Lookalike Audiences: Target users based on relevant demographics and create lookalike audiences based on existing leads or website visitors.
• Benefit: Builds trust and credibility through authentic client testimonials, allowing potential clients to see how you've helped others with similar challenges.

3. Dynamic Product Ads:

• Showcase Relevant Practice Areas & Services: Create dynamic ads that personalize the content based on a user's profile and past browsing behavior, highlighting services relevant to their legal needs.
• Target by Demographics & Interests: Target users based on relevant demographics and interests that indicate they're actively researching legal services.
• Benefit: Increase ad relevance and engagement by tailoring content to user behavior and specific legal interests.

4. Carousel Ads with Strong CTAs:

• Showcase Case Studies & Client Reviews: Use carousel cards to display successful case outcomes, positive client reviews, and awards your firm has received.
• Target by Behaviors & Lookalike Audiences: Target users who have engaged with legal content or similar law firm ads, or create lookalike audiences based on existing leads.
• Benefit: Offer a comprehensive view of your firm's experience and positive client experiences, capturing user attention and encouraging them to learn more through strong CTAs.

5. Conversion Ads (Schedule Consultation or Contact Us):

• Promote Free Consultations or Case Evaluations: Address potential concerns by offering free consultations or case evaluations, lowering the initial barrier to contact.
• Target by Demographics & Behaviors: Target users based on relevant demographics and those who have shown behavior indicating they're actively considering legal services (e.g., downloading legal resources).
• Benefit: Encourage immediate action by offering a clear path to connect with your firm and schedule consultations.

Additional Tips:

• Highlight Awards & Recognition: Showcase awards or recognition your firm has received in relevant practice areas to build trust.
• Promote Client Reviews & Testimonials: Include positive client reviews or testimonials on ad landing pages to build trust and credibility.
• Location Targeting: Refine your targeting to geographically relevant locations to attract local clients.
• Track & Analyze Results: Monitor the performance of your Meta Ad campaigns and adjust your strategies based on data and lead generation metrics.

Meta Ad Examples:

Image Ad

• Image: Visual highlighting key services with text overlay "Expert Legal Guidance for Personal Injury Cases"
• Text: "Injured in an accident? Our experienced legal team is here to help you navigate the complexities of personal injury law. Learn more."
• CTA: "Learn More"
• URL: [Link to service page]

Video Ad

• Video: Testimonial video featuring a satisfied client sharing their positive experience with your firm.
• Text: "Real clients, real results. Hear what our clients have to say about working with us."
• CTA: "Watch Now"
• URL: [Link to testimonial page]

Carousel Ad

• Images/Videos: Series showcasing different practice areas with brief descriptions.
• Text: "From personal injury to family law, explore our range of legal services and find the right representation for your needs."
• CTA: "Explore"
• URL: [Link to services overview page]

Slideshow Ad

• Slides: Series highlighting successful case studies or client testimonials.
• Text: "See the outcomes we've achieved for our clients. Discover how we can help you win your case."
• CTA: "See Success Stories"
• URL: [Link to case studies page]

Collection Ad

• Cover Image: "Learn About Our Legal Services"
• Text: "Explore articles, videos, and client testimonials to learn about our legal expertise and how we can assist you."
• CTA: "Explore"
• URL: [Link to collection]

By implementing these Meta Ad strategies with a focus on valuable content, building trust, and clear calls to action, you can effectively target users actively researching lawyers at the consideration stage and convert them into high-quality leads for your law firm.

Ethical Considerations and Best Practices: Building Trust and Credibility

Ensure that your paid advertising campaigns comply with relevant legal advertising regulations and guidelines. Maintain transparency by clearly identifying your ads as promotional content and accurately representing your services and qualifications.

Develop ad content that resonates with your target audience by providing valuable information, addressing their concerns, and showcasing your expertise. Building trust and likeability through authentic and helpful messaging can increase the effectiveness of your campaigns.

Remember the importance of:

• Transparency: Ensure your ads adhere to all legal advertising regulations and clearly communicate the value you offer.
• Building Trust: Create informative and helpful content that builds trust and positions your firm as a reliable legal resource.
• Authenticity: Showcase your expertise through genuine content and client testimonials, fostering a sense of connection with potential clients.

While paid advertising can generate immediate leads, investing in thought leadership and industry expertise can position your firm as a trusted authority in the legal field. This can lead to increased credibility, brand recognition, and long-term client acquisition.

By understanding commercial investigation intent and implementing effective paid advertising strategies, you can significantly increase your chances of attracting and converting high-quality leads. Remember, these strategies are most effective when combined with a commitment to transparency, ethical marketing practices, and building trust with potential clients.

Related articles:

Paid Advertising for Lawyers: Reaching Clients at Every Stage of Their Legal Journey

Paid Advertising Strategies for Informational Intent: Capture Clients Seeking Legal Information

Paid Advertising Strategies for Transactional Intent: Capture Legal Leads Ready to Convert