“Running a Google Ads campaign without a strategy is like arguing in court without a case file. And if you’re targeting the U.S. Hispanic market, the details matter even more.
Start with the basics: define both online and offline conversions. Whether it’s a form submission or a phone call, you need to tell Google what “success” looks like so it can optimize accordingly.
Next: keywords. Know the exact phrases your clients are actually searching for — and which irrelevant ones to exclude. (For example, if you’re a personal injury attorney who only wants car wreck cases, then you need to make sure you don’t show up when someone searches for “medical malpractice.”)
Perhaps the most important thing? Your landing page.
As 25% of U.S. Hispanics are smartphone-only internet users, your page must be mobile-optimized.
Strong landing pages match the keywords that brought the user there, highlight key info up top (no long scrolling), and make it ridiculously easy to take the next step — call, text, or fill out a short form.
If your campaign isn’t converting, the issue may not be your ads — it might be the experience on the other side of the click.”
– Hugo E. Gomez, Founder (Abogados NOW)