How To Leverage Google Ads for Lawyers to Drive Conversions

How To Leverage Google Ads for Lawyers to Drive Conversions
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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. Robb has helped over 350+ companies build their businesses online and is responsible for building Flying V Group into one of the premier marketing agencies in the United States. Robb and his team have managed over $10M in marketing budget and continue to accelerate the growth of clients' businesses. A love for business and competition is what fuels Robb to create dynamic marketing plans to help his clients grow exponentially.

March 28, 2022

How To Leverage Google Ads for Lawyers to Drive Conversions

Reading Time: 10 minutes

Do you want to attract more clients, boost your reputation, and grow your law practice?

In a survey of lawyers across the United States carried out by Justia Onward in 2021, over 23 percent of the respondents used Google Ads to get new clients.


(Source: Justia Onward)

There is a lot of competition for clients in need of legal services, and finding the right clients for your law firm will get increasingly difficult if you don’t know the best avenues to leverage for advertising legal services.

Is there a way to bring these clients to you?

Fortunately, there is – Google Ads for lawyers.

In this post, we will be introducing you to Google display ads for lawyers, a powerful digital marketing tool for the modern lawyer.

Here’s what to expect:

  • Why do law firms advertise with PPC?
  • Google Ads for lawyers: 5 tips to generate more qualified leads
  • Do Google Ads work well for law firms?
  • How much does it cost to have someone manage my campaign?
  • How soon will I see results from Google Ads?
  • Law firm PPC: How lawyers can avoid burning through cash in Google Ads
  • Law firm marketing: 14 tips for winning more clients with PPC
  • 8 steps to a successful Google Ads campaign

Ready? Let’s dive in.

Why Do Law Firms Advertise With PPC?

PPC ads are great for promoting businesses, and law firms are no exception. If your firm has not started utilizing Google Ads for lawyers to advertise and get more clients, here are some reasons to convince you to do so:

  • It provides a steady stream of qualified leads
  • It gives you access to high-quality leads
  • It places you at the top of search  results
  • It gives you more control over your keywords
  • It allows for easy tracking of your PPC campaign progress
  • Google local service ads for lawyers will enable you to make instant adjustments easily.

Google Ads for Lawyers: 5 Tips to Generate More Qualified Leads

Advertising legal services using Google Ads for lawyers is a great way to attract clients, even when you fail to rank organically.


Source: Apex Infotech

These top five tips will help you generate more qualified leads for your firm:

1. Use Long-tail Keywords Instead of a Single Word

According to Ahrefs, 69.7 percent of Google’s search queries are made up of four or more words.

Single-word keywords are highly-priced and will be challenging to compete for because some of the most prominent players in the game are already using them. Instead of being too general when using Google Ads management for lawyers, you can capitalize on keywords with lower search volume to get higher conversion rates.

Long-tail keywords use 4 or more specific word phrases, and targeting them will make you more detailed and subtle, but you will attain the right clients for your particular legal services. So, instead of aiming for keywords like “injury lawyers,” you will benefit more by using “Google ads for personal injury lawyers.”


(Source: Info Law)

2. Use Different Themes For Your Ad Groups

Setting up different ad groups with separate keyword themes is accessible on Google Ads. It allows you to segment your keywords according to users’ intent and set up various ad groups for your different keyword themes. It will go a long way in making your law firm advertising campaign more effective and easier to manage.

3. Leverage Dynamic Keyword Insertion in Your Ad Copy

Dynamic keyword insertion (DKI) is an advanced feature on Google Ads. As the name implies, it dynamically inserts your keyword into your ad text to meet a customer’s search term, customizing your ad based on what people type into Google.

Where you have multiple keywords in an ad group, dynamic keyword insertion allows you to have one general ad serving all these keywords, making your ad more relevant. One ad can have many variations appearing differently depending on the users’ search terms.

4. Use an Effective Keyword Bidding Strategy

You should constantly adjust your bids based on your PPC for the lawyer’s budget. If you’re willing to spend more money, you can target higher positions. But targeting lower ones will help you to spend less.

Maximize your cost per click (CPC) by bidding for positions 2-5. Don’t bid for the first position because it can eat away at your daily budget.

5. Use Ad Extensions

Google provides Ad extensions as useful free tools to enhance your ads. They help increase your click-through rate because of the increased visibility. They also provide essential information such as contact details, ratings, and location.

Ad extensions such as site links, callouts, call extensions, and location extensions are relevant to lawyers. Sitelinks, callouts, and call extensions are used to promote specific features or offers, while location extensions are used to show your office address.


(Source: Nitesh Pioneer on Pinterest)

However, some ad extensions may not appear in some ads. This is because Google decides what to display based on the customer’s query and other factors about the ads’ settings.

Do Google Ads Work Well For Law Firms?

Google Ads for lawyers are great for law firms when a good marketing strategy is in place. They can have a massive impact on how much business your firm receives. However, it takes time and effort. In addition, it’s essential to understand that Google remarketing ads for divorce lawyers aren’t just for big law firms. Small firms can benefit from them too.

Using the Google display ads for lawyers’ platforms can be difficult for beginners and costly. You should hire a professional law firm advertising agency to manage ad campaigns to avoid wasting money because legal-related keywords are among the most expensive keywords you can bid for on Google.

Your law firm will get more clients if Google Ads is set correctly, and your profits will soar.

How Much Does It Cost To Have Someone Manage My Campaign?

The cost of hiring someone for your Google Ads management for lawyers campaign depends primarily on who you hire.

You should always hire a professional law firm advertising agency to manage your ads campaigns. Hiring someone who charges less than $500/month means that you may get substandard service, but if you hire someone who charges between $1000-$2000/month, you are more likely to get excellent service. 

As long as you’re willing to pay for it, there’s no reason why you shouldn’t get the most out of the Google local service ads for lawyers’ services offered by agencies and search engines.

How Soon Will I See Results From Google Ads?

Optimizing a Google Ads for lawyers campaign takes time, and you will need data, which takes some time to gather, for better results.

Nonetheless, you may start seeing results from a well-set up Google local service ads for lawyers campaign in a couple of days or weeks. If something goes wrong, you may not see any results at all. Some of the determinants of how soon you will see results from your Google Ads for lawyers campaign include:

  • Your area of practice
  • Ad setup
  • Ad copy
  • Creative
  • Keywords

Ideally, your Google display ads for lawyers campaign will need about three months to fully mature, and results will start becoming noticeable within this period. But, if your law firm advertising campaign is running correctly, results will be stronger and better in six to twelve months.

Law Firm PPC: How Lawyers Can Avoid Burning Through Cash in Google Ads

PPC for lawyers is highly competitive. The competition to appear at the top of the first page of SERPs (search engine results pages) is challenging, and since Google display ads for lawyers always appear at the top of SERPs, many law firms now pay to appear there. As a result, some end up burning through their ad budget continuously without good outcomes.

If you prefer to make more money than you spend on your firm’s Google Ads for lawyers campaign, here are seven law firm advertising ideas and tips you will find beneficial:

1. Utilize Negative Keywords

Negative keywords let you filter out irrelevant searches. They tell Google to ignore specific terms when displaying your ads. You can choose which words to trigger your ad to appear. This way, you can exclude particular terms that won’t lead to conversions.

2. Bid on Branded Keywords

Branded keywords let you bid on terms related to your brand name. For example, if your firm specializes in criminal law cases, you might bid on “criminal” and “criminal law.” These keywords will appear alongside other search results, so you’ll get more exposure. Bidding on branded keywords for your Google ads for criminal lawyers campaign is one of the best law firm advertising ideas to increase your visibility and improve your conversions.

3. Focus on Buyer Intent

Knowing what kind of customer you want to attract is critical to getting the right results from your Google ads for a criminal lawyers campaign. Once you understand your ideal customer, you can design your campaigns accordingly.

4. Use Audience Insights

Audience insights allow you to see the demographics of your clients and prospects. This data can help you determine which audiences are most likely to convert to paying customers.