Labour Law Attorney Google Ads | Two Distinct Audiences

Labour law looks like one service category but actually serves two entirely different clients: an employee who was dismissed or is claiming a right, and an employer wanting protection from legal risk. Their search language, budget and decision speed differ substantially.

The employee side: urgent and individual

Searches like “severance pay lawyer” or “unfair dismissal” are individual and usually urgent. The general principles from the lawyer page apply here: fast contact, a clear process explanation, a free-consultation call to action.

The employer side: B2B and ongoing

The employer side is a different customer profile: an HR manager or business owner looking for ongoing legal counsel, not a one-off case. LinkedIn ads can be a strong complement to Google Ads here — reaching the decision-maker in a business context works well.

Manage the two audiences separately

Mixing “severance pay” with “labour law consulting for companies” in the same ad group serves both weakly. Separate campaigns, separate landing pages and separate messages are needed.

How do we start? First we discuss whether you serve the employee side, the employer side, or both. You can reach me from the contact page.

Frequently Asked Questions

I serve both sides. Should they run in one account?

Yes, they can be split by campaign within a single account; what matters is not mixing them at the ad group and message level.

How should ongoing counsel be positioned?

As a monthly consulting retainer rather than a one-off case — this lands better with the employer side.

Which channel should lead?

Google Search for the employee side; for the employer side, LinkedIn alongside Google Ads should be considered.