Het Juridisch Loket — Free legal aid findable for all of the Netherlands
Vertical: Publieke sector | Services: Google Ads, Meta Advertising
Description
Het Juridisch Loket is the national organization for free legal aid in the Netherlands. Since 2022 we have managed all online advertising: from brand protection and thematic search campaigns to awareness and recruitment campaigns on Meta.
The audience is broad: everyone entitled to subsidized legal aid, roughly 36% of the Netherlands. That requires a different approach than e-commerce: not ROAS, but social impact - measured in reach, contact moments and branch visits.
What started as an advertising strategy for 2022 has grown into a partnership of more than four years, planning, testing and optimizing together every year.
Goals
- Increase brand awareness among people entitled to subsidized legal aid (roughly 36% of the Netherlands)
- Drive more contact moments and visits to local branches
- Protect the brand in search results against commercial providers
Approach
- Brand protection on 800,000+ branded searches per year
- Thematic search campaigns around legal questions: from housing benefit to alimony
- Location campaigns per branch and Performance Max on help topics
- Awareness and recruitment campaigns on Meta, targeted with lookalike audiences
Results
- Partnership: 4+ jaar
- Branded searches per year: 800K+
- Audience: 36% van NL
Channels & Tools
Google Ads, Meta Advertising, Performance Max, Google Analytics
Visit website: Het Juridisch Loket