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.
How do I work?
Work-hour packages
Tell me about your website and what you need on WhatsApp or by phone; we agree on a work block of somewhere between 5 and 40 hours and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend has a lasting result on your site. We keep going for as long as you find it useful.
Why not monthly?
Is 40 hours a week?
On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back.