When people think about online advertising for law firms, they usually think about Google Search Ads or Local Services Ads. But there’s another underused option worth considering: Gmail Ads.
These ads appear right inside a person’s Gmail inbox, often at the top of the “Promotions” or “Social” tab. They look like regular emails, but when clicked, they expand into a full ad experience.
For law firms, Gmail Ads can be an affordable way to reach potential clients where they already spend a lot of time—checking their email.
How Gmail Ads Work
Gmail Ads are part of Google’s Display Network. Instead of showing up on websites, they appear in Gmail accounts based on targeting options like:
- Keywords: Target users based on words they use in emails (e.g., “car accident,” “divorce papers”).
- Interests and behaviors: Reach people who have shown interest in related services.
- Custom audiences: Upload email lists or retarget people who visited your site.
When a user clicks the ad, it opens like an email with room for text, images, video, and even links to your website or landing page.
Why Gmail Ads Could Benefit Law Firms
Most attorneys ignore Gmail Ads, but they offer several advantages:
- Lower cost per click compared to search ads, making them a good supplemental strategy.
- High intent targeting if you use keywords like “hire a lawyer” or “file a personal injury claim.”
- Remarketing potential to reach people who visited your site but didn’t contact you.
- Strong visibility since the ad shows up at the top of the inbox.
Best Practices for Law Firms Using Gmail Ads
To make Gmail Ads effective, you need to treat them differently than traditional Google Ads.
- Write copy like an email, not an ad. Your goal is to get the user to click and read, not just skim.
- Highlight value up front: Example subject line: “Injured in an accident? Here’s what to do next.”
- Include a clear call-to-action: Guide them to schedule a consultation or download a free guide.
- Test different formats: Try image-heavy designs vs. simple text-based ads to see what works best for your audience.
- Segment your audience: Run separate campaigns for family law, personal injury, or criminal defense to keep messaging focused.
Make Sure Your Firm Reaches Clients in the Right Place
Gmail Ads aren’t a replacement for Google Search or Local Services Ads, but they can be a cost-effective supplement to your marketing strategy. By meeting potential clients in their inbox, your firm can stay top-of-mind and drive more consultations.
At PointClick, we help law firms build ad campaigns that balance search, display, and email placements to maximize ROI. Want to see if Gmail Ads could be a fit for your firm?
