Q: “Do you recommend setting up separate campaigns for each practice area?”
A: This is really a question of targeting and budget.
If you are a general practitioner, it is unfortunate because you will have to be more specific in your practice areas. But let’s say that you diversify into both personal injury and criminal defense. Must you now have separate campaigns for each practice area? It depends.
First you must ask, will all of the click money come from the same pool, or will you allocate specific funds to your criminal defense ads and another amount to your personal injury?
Perhaps you want to spend $5,000 on your criminal defense because that’s your bread and butter; whereas you want to dedicate $2,000 to personal injury because that’s your pipeline. Two or three years from now, when those cases ripen, they will buy you that big boat you’ve been dreaming of. In that instance, you will have separate budgets because you have separate campaigns.
But things change when your geographic target is different. If you’re criminal defense, let’s say you only want cases from your county. So, you tell Google, ‘I only want my ads to show San Francisco County because I only want clients from San Francisco county.’ But, let’s say the personal injury practice portion of your business is much broader than that: It’s the entire Bay Area. In that instance, you would be targeting 800,000 people for your criminal defense practice, but targeting 5 Million people in the San Francisco Bay Area for your personal injury practice. Here it is advantageous to build separate campaigns.
If we’re talking about same budget and same geographic area, you can get by with one campaign. It’s easier to manage and it’s cleaner to break it out, although it’s not necessary.