How Many Landing Pages Do You Need for a Google Ads Campaign for an Immigration Lawyer or Consultant?

The answer is always: it depends. In this case it depends on what services you advertise. It'll be clearer with an example from a US law firm I work with.

They practice in 2 areas of immigration law:

• They represent clients in asylum and deportation matters.
• They help people who want to secure the right to live and work in the US for themselves and/or their dependents.

We use hundreds of keywords in our Google Ads campaigns. But to think about landing pages we can group them into 2 categories:

• Keywords targeting why searches.
• Keywords targeting who searches.

Why searches tell us why the person wants to consult with an immigration lawyer. e.g.:

• "deportation lawyer near me"
• "apply for EB-1 visa"
• "I-130 for spouse"
• "fiancé visa USA"

Who searches tell us that the person is looking for an immigration lawyer, but don’t tell us why. e.g.:

• "immigration lawyer near me"
• "immigration attorney San Francisco"

The distinction is important because the key to getting the best value for money from Google Search Ads is ensuring that your ad and landing page are relevant to what was searched. And, ensuring relevance takes a different approach for why searches than for who searches.

Ensuring relevance for why searches. (When we know what the person needs help with.)

• When someone searches for a deportation lawyer, we show them an ad stating that we handle deportation cases. The landing page is all about deportation.

• When someone searches for EB-1 visa help, we show an ad about EB-1 visas. We send them to a landing page explaining how we can help with their EB-1 application.

• A fiancé visa search gets a fiancé visa ad and fiancé landing page, and so on.

The last thing we want is for someone searching for a deportation lawyer to see an ad or landing page talking about about fiancé visas, green cards etc. Why?

• It introduces noise: The searcher must sift through irrelevant information.

• It creates doubt and confusion: The prospect may wonder if the firm specializes in their particular issue.

• It forces assumptions: Asking someone to infer that "this lawyer who handles other immigration matters can probably help with deportation" adds unnecessary friction.

Ensuring relevance for who searches. (When we don't know what the person needs help with.)

When someone searches for an immigration lawyer we don't know why they need one. So, our ad and landing page has to focus on immigration services more broadly.

The ad might use phrases like:

• "Full-service immigration law firm"
• "Wide range of immigration services"

What works well is a landing page with a clear, bulleted list of services near the top of the page. This allows the visitor to scan through and confirm whether you offer what they need.

Something like this:

We practice in all areas of immigration law, including:

Permanent Residence (Green Card)
Citizenship / Naturalisation
Deportation / Removal Defence
Release from Detention
Asylum
Work Permits
Humanitarian Visas (U Visa, T Visa, VAWA)
Fiancé Visas (K-1 Visa)

Each service in the list can link to a section on the page with more detailed information.

So, back to the question on how many landing pages you need.

The answer:

• A dedicated landing page for each service you advertise.
• A general landing page for “who” searches.

When it comes to landing pages for each service you don’t need a separate page for every possible phrasing of a service. For example, in the US, a "fiancé visa" and a "K-1 visa" are the same. One well-structured page can cover both terms by explaining that a fiancé visa is also called a K-1 visa.

Prioritising adding landing pages.

If you don’t have the capacity to build all the landing pages at once, start with the the general “who” page. This is likely to be the most visited page.

After that, add the service-specific pages based on either which ones attract the most visitors, or which give the highest profit.

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