How to maximising Return on Investment for Google Ads

Maximising ROI For Google Ads

When running a paid advertising campaign on Google, it is always tricky trying to manage the balance between maximising conversions and limiting the cost per conversion. Reducing spending is likely to result in a reduction of conversions and maximising conversions might result in you overspending.

When meeting with clients, one of the most common questions I get asked is: “What would you qualify as a conversion?” Now, the answer is not always simple.

A conversion is essentially a goal or objective being reached. As the saying goes, every law firm is unique and an objective to one is not necessarily an objection to another, however, that being said EVER SINGLE FIRM I’ve worked with has one goal in common, NEW RELEVANT CLIENTS. Note I have underlined the word “relevant”. To me this is one of the most important components to consider, it is all well and good getting the phone ringing and increasing the number of online enquiries being made, but if those queries are not relevant what exactly is the point? Anyway, I digress. Let’s get back to the topic at hand, maximising return on investment for paid advertising.

In order to find the perfect balance, it is important to look at various other factors within your account.

5 Factors to consider for Google Ads (PPC)

  1. Account Structure

It all comes down to your foundations. If the PPC account is not optimised as a whole you will struggle to make significant improvements to your campaigns. Therefore, making it increasingly difficult to improve ROI over time.

  1. Extensions

Ensure you utilise all the extensions applicable to the services you are offering. It gives your firm the opportunity to elaborate and provide more information on things such as location, phone number, price, service offering, etc. The use of extensions ensures your advert stands out from your competitors. There are no such things as too much information and the easier it is to access the better.

  1. Click-Through Rate

Click through Rate (CTR) is the ratio showing the number of people who actually click on your advert after seeing it. It takes both the “clicks” and the “impressions” into consideration. CTR is used to gauge how well both your keywords and adverts are working.

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%. (Google Ads Help) The higher the CTR the better.

  1. Ad Position and Ad Rank

Ad Position: the position of your advert in the auction results i.e.: when certain key terms are searched, it is the position your advert is located when the results are shown. It is important to note, that the Ad Position does not necessarily mean that your adverts will show 1st on the Search Engine Results Page (SERP) as organic listings may come before your advert, even though it is the first paid listing.

Ad Position is not the same as Ad Rank.

Ad Rank is calculated by Google Ads. Every advert in the auction gets allocated an Ad Rank, this determines your Ad Position and whether your adverts are eligible to show at all.

The advert with the highest Ad Rank is likely to be shown in the first position.

  1. Quality Score

Quality score is made up of three different factors.

  1. Ad Relevance
  2. Landing Page Quality
  3. Expected Click-Through Rate

It measures how relevant your law firm’s landing page and ads are in comparison to the keywords you have selected. A high-quality score means that Google considers your ad and landing page to be relevant and useful to someone having searched for your selected key terms and coming across your advert.


To find out more about writing Google Ads, landing pages and our PPC services, be sure to contact our expert team of marketing experts. Call us on 0203 911 9715, email us at or make an online enquiry here.