Google Ads for Lawyers: How to Optimize Your PPC Campaign

Google Ads For Lawyers

Why are lawyers and law firms increasingly turning to Google Ads (formerly known as Google AdWords) for their marketing campaigns? Do Google Ads work for law firms?

The answer is simple, really: because Google Ads for lawyers works! PPC ads allow you to focus on your target audience and drive more qualified leads through to your website.

Here’s how to optimize your campaign and get the most out of your Google Ads efforts as a lawyer or law firm.

Create a PPC Strategy For Your Target Audience

No matter what industry you’re in when you create a pay-per-click (PPC) ad campaign, you want to make sure your ads are relevant and helpful to your target audience. The same is true for lawyers who want to use Google Ads.

To create a successful Google Ads for lawyers campaign, identify who your target audience is, and conduct keyword research to find keywords they’re using to find the information they are searching for on Google. Then you must create a relevant landing page that meets what your target audience is looking for.

Tips for Creating Quality Landing Pages

  1. Keep it simple – your landing page should be easy to navigate and understand.
  2. Make sure your contact information is prominent and up-to-date.
  3. Use strong calls to action that encourage visitors to take the next step.
  4. Incorporate testimonials or customer reviews to build trust.
  5. Use images or videos to help tell your story and engage visitors.
  6. Keep your forms short and sweet – only ask for the information you really need.
  7. Make sure your page is mobile-friendly so visitors can easily view it on their phones or tablet.

Implementing Conversion Tracking

Google Ads for Lawyers can be a great way to get your law firm’s website in front of potential clients. However, it is important to remember that PPC campaigns are subject to the same ranking criteria as any other industry. This means that you need to make sure your ad is relevant and helpful to your target audience. You can do this by implementing conversion tracking codes on your website. This will allow you to track how many people are clicking on your ad and then visiting your website. By doing this, you can see which ads are performing well and adjust your campaign accordingly.

Diving Deeper into Ad Extensions

Google Ads offers a variety of ad extensions that can help your law firm’s PPC campaign stand out from the competition. Site links, for example, allow you to link to specific pages on your website, making it easier for potential clients to find the information they’re looking for. Structure data can also be used to provide potential customers with information about your firms, such as your location, hours of operation, and contact information. Call ads and lead form ads are two other extensions that can be used to generate leads from potential clients who are interested in your services. The call extension allows you to add a phone number or button so that those browsing your site can easily reach you if they have any questions or want more information. The lead form extension lets users fill out an online form right on your site without having to leave the page and submit their email address or phone number; these contacts will then automatically populate into your Gmail account.

Tools to Analyze Account Performance

To be successful with PPC for law firms, you’ll need to use the right tools. Google Ads offers a few tools to help you analyze your account performance, including the Keyword Planner and the Auction Insights report. You can also use third-party tools like SEMrush and SpyFu to get more insights into your PPC campaign. Both these tools offer SEO analyses, keyword tracking, competitive research, and ads analysis that are crucial to having a successful campaign. They can also be used in conjunction with Google Analytics so you have a better understanding of how the traffic from your ad is converting on your website or landing page. The most important thing to do when starting out with PPC advertising for lawyers is to make sure you’re getting plenty of data about what’s working and what’s not. Using all of these tools will give you a good idea about what kind of keywords are bringing in the most qualified visitors and conversions. Once you’ve found those keywords, it will be much easier to write an effective ad text that targets them specifically.

A Review of Negative Keywords

You want to make sure your law firm’s Google Ads campaign is as relevant and helpful as possible to avoid wasting money on ads that no one will click on. To do this, you’ll need to create a list of negative keywords. Negative keywords are words or phrases that you do not want to show up in your Google Ads campaign. They’re usually things like legal services if you’re an auto accident lawyer, or criminal lawyer if you’re a divorce attorney. By adding these terms to your universal negative keyword list, you won’t be paying for clicks from people who don’t have the type of case that your practice specializes in – so it can save you some time and money! The best way to think about this is like any other ad campaign. A nationwide Mcdonald’s fast food chain would never advertise in Good Housekeeping magazine because it would cost them a lot of money for very few potential customers. Similarly, your local restaurant needs to target its advertising campaigns more narrowly in order to get maximum ROI (return on investment). Negative keywords work the same way; they allow you just enough reach without paying for clicks from customers with incompatible cases.


Google Ads can be a great way to generate leads for your law firm. But, as with any lead generation strategy, there are a few things you need to keep in mind to make sure your campaign is successful. First, your ads need to be relevant to your target audience. Secondly, they need to be helpful. That means including a call to action that encourages people to take the next step, whether that’s scheduling a consultation or signing up for your newsletter. Finally, keep an eye on your budget and make sure you’re getting a good return on investment. If you do all of these things, you’ll be well on your way to generating leads through Google Ads.

About the author

Co-founder, head of web development and paid media advertising at Orbit Local, is a certified Google Partner with over a decade of digital marketing experience. He's earned a BS in Computing Information Science from the University of North Florida and an MBA at the Florida Institute of Technology.

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