SEO for Personal Injury Attorneys

Why do some Google Ads Show Phone Numbers & Addresses?

adwordsToday one of my personal injury clients asked me why a law firm shows telephone numbers, addresses, and driving directions in their Google AdWords Ad.

In other words, how can your ad command more space and get clicked on more?

AdWords has transformed many times over the years since its inception in 2000. In 2002 AdWords became a pay-per-click auction model, which is how it still runs today. Although, Google takes a much more mobile-first approach these days. That means that they design for mobile users first. Believe it or not, most law firms get about 65% of their traffic via mobile right now, at least in the larger cities.

Anyways, the additional URLs you see under and ad are called “sitelinks”. The phone numbers, addresses, driving direction links, etc you see in the advertisements on the top of Google search are called “callouts”. Both of these are configured in the “ad extensions” section in your AdWords management system.

Callouts do not always appear. Typically, at the time of this article at least, you need to create 4 callouts at the account, campaign, and ad group level of your ad campaign. There are many variables involved in your callouts displaying or not, including how they perform. In other words, they may not show up unless Google decides they should, and they will not display the same every time.

If you are looking to run a campaign like this please visit our page personal injury pay per click advertising. To get a ballpark idea of how much these ads cost check out my article How much do Car Accident Keywords Cost in Google AdWords.

Here’s a Google video talking about the callouts:

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This site exists to inform personal injury attorneys on how to do search engine optimization (SEO). My name is Len and my telephone number is 919-475-1883

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