Google ADS for Lawyers Guide

A Beginner’s Guide to Google Ads for Lawyers in 2024

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Many law firms are catching on to the power of Google Ads for lawyers to reach potential clients. As ads on Google search results become more prominent, integrating paid traffic through Google ads for attorneys into your law firm’s existing SEO strategy can give you an edge over the competition.

Using PPC (Pay-Per-Click) as a digital marketing strategy is quite appealing for legal professionals. Google ads can quickly bring in clients for your law practice when done right. However, without the right expertise, the cost of pay-per-click can go up, making you question the effectiveness of Google Ads (formerly AdWords) for lawyers.

Many law firms have found success in adding Google ads to their marketing toolbox for lead generation. Unlike SEO approaches, Google ads for lawyers provide quick results, and a good chunk of those leads may be ready to hire your legal services. 

Keep in mind, that this marketing avenue can be unpredictable and demands careful attention to keep things running smoothly. But, tread carefully, as missteps can lead to less-than-ideal results. 

We’re here to help you learn Google Ads for law firms, pointing out common pitfalls and highlighting key ways to optimize your campaigns for maximum impact. If you want to increase your case flow and achieve marketing goals through customized Google Ads campaigns, you can talk to our Google ads experts today at (833) 772-4897.

Or you can continue reading to know more about Google Ads for law firms and best practices for running Google Ads for attorneys.

What are Google Ads for attorneys?

Google Ads for attorneys is a digital marketing strategy where law firms create and run advertisements on Google’s advertising platform. These ads appear on various Google services, including the search engine results pages (SERPs), and can also be displayed on partner websites through the Google Display Network.

The primary aim of Google Ads for solicitors is to increase a law firm’s online visibility and attract potential clients actively searching for legal services. These ads operate on a pay-per-click (PPC) model, meaning the advertiser pays a fee each time someone clicks on their ad. The ads can target specific keywords related to legal services, ensuring that they appear when users search for relevant terms.

Google Ads allows law firms to set budgets, define target audiences, and create compelling ad content. Effective use of Google Ads can drive traffic to a law firm’s website and generate leads, potentially converting online users into clients seeking legal assistance. The success of Google Ads for lawyers often depends on careful keyword selection, ad relevance, and ongoing optimization to achieve the desired outcomes.

Benefits of Google ads for law firm

Google Ads for attorneys has benefits that improve a law firm’s online presence, client acquisition, and overall business success. Here’s a detailed look.

Increased visibility

Google Ads position your law firm prominently at the top of search engine results pages (SERPs), ensuring heightened visibility when potential clients search for relevant legal services. Immediate exposure to a targeted audience seeking legal assistance enhances your firm’s online presence.

Targeted reach

Precise targeting options allow lawyers to tailor their ads based on geographic location, demographics, and user behavior.

This ensures that the ads are presented to a specific and relevant audience, increasing the likelihood of attracting clients who match the firm’s ideal client profile.

Cost control with pay-per-click (PPC)

Google Ads operate on a pay-per-click model, meaning you only pay when someone clicks on your ad. Advertisers have full control over their budget, setting daily or monthly limits, and can adjust bids based on performance, ensuring cost-effectiveness.

Immediate results

Unlike organic search engine optimization (SEO), which takes time to yield results, Google Ads deliver immediate visibility and potential leads. This speed is crucial for law firms looking to attract clients promptly, especially in competitive legal markets.

Measurable ROI and analytics

Robust analytics tools within Google Ads provide detailed insights into campaign performance. Advertisers can track clicks, impressions, conversions, and other metrics, allowing for data-driven decision-making and precise ROI measurement.

Customizable ad content

Lawyers can tailor ad content to showcase specific legal services, unique selling propositions, and any special offers or promotions. Customization enables firms to communicate their expertise and value proposition effectively to potential clients.

Adaptable campaigns

The flexibility of Google Ads allows for quick adjustments to campaigns based on real-time data and market trends. Advertisers can refine keywords, modify ad content, and optimize bids to continuously improve campaign performance.

Enhanced local presence

Local service ads  for law firms to reach clients within specific geographic regions, making Google Ads an effective tool for attracting local clientele. Hey, check it out – local service ads for law firms can help them reach clients in specific areas. Google Local Ads or Maps Ads is a great way to attract local customers. 

How to run Google ppc for lawyers effectively?

1. Set up Google Ads

Set up your Google Ads account.

Go to [] and click “Start now.”

Follow the prompts, provide your business details, and create a campaign budget.

Pro Tip: Consider switching to “Expert Mode” for more control over settings.

Define your campaign goals.

What do you want to achieve? Get more website traffic, phone calls, or consultations?

Choose “Leads” or “Website traffic” objectives depending on your needs.

Select the “Search Network” campaign type.

This ensures your ads appear in Google search results, where potential clients actively seek legal help.

Customize your campaign ads settings. 

Campaign Name- Choose a clear, descriptive name for easy identification.

Location Targeting- Target specific areas you serve or restrict unwanted locations.

Language Targeting- Specify the languages your firm operates in.

Schedule- Set ad display times based on your availability and target audience.

Set your budget and bidding strategy.

Daily budget- Determine a comfortable amount you’re willing to spend daily.

Bidding Strategy- Choose automatic options like “Maximize Clicks” or manual bidding for more control.

Keyword research and selection.

Identify relevant keywords people use to search for your legal services.

Utilize keyword research tools like Google Keyword Planner or Ahrefs.

Organize keywords into ad groups based on themes (e.g., “personal injury,” “family law”).

Include negative keywords to exclude irrelevant searches and save the budget.

Craft compelling ad copy.

Each ad group needs 2-3 text ads.

Highlight your unique selling points (USPs) and call to action (CTA).

Use relevant keywords naturally within the ad copy.

Experiment with different headlines and descriptions to find the best performers.

P.S. Learn how to write effective ad copies.

Optimize your landing pages.

Ensure your landing pages are relevant to the ad and offer a clear value proposition. Optimize for conversions (phone calls, contact forms) with a clear CTA. Use tracking codes to measure ad performance and website traffic.

2. Use negative keywords

Incorporate Negative Keywords to refine your Google Ads strategy. These are terms or phrases you want to exclude from triggering your ads. 

For instance, if you’re a lawyer not interested in ads for “divorce attorney,” adding “divorce” as a negative keyword prevents your ads from appearing in such searches. Taking time to create a list of negative keywords helps avoid spending your budget on irrelevant terms, such as job openings or if your firm doesn’t offer free consultations. 

Negative keywords function differently, so consider variations and potential misspellings. Access the “Negative Keywords” button under the “Keywords” tab to add them.

3. Enable geo-targeting

Geo-targeting enables advertisers to concentrate their ads within specific locations. You can tailor your ads to reach individuals physically present or those expressing interest in a particular area. “Interest” geo-targeting displays ads to those searching for an attorney in that region, even if they aren’t currently located there. 

Testing various settings through separate campaigns is essential to determine the most effective approach. Google is updating location targeting, prioritizing ads for those physically present, and aligning with best practices for similar ads. Once your geography targeting is set, explore language targeting options.

4. Test keyword match types

Experiment with various keyword match types for effective Google Ads implementation. If you’re new to the game, understanding broad match, phrase match, and exact match is crucial.

Broad Match

Definition: Casts a wide net, matching keywords with a variety of related search terms.

Example: If your keyword is “personal injury lawyer,” your ad may appear for searches like “best attorney for personal injury cases.”

Phrase Match

Definition: Targets searches with the exact phrase or variations with additional words before or after.

Example: With the phrase match “divorce lawyer,” your ad might show for searches like “experienced divorce lawyer near me.”

Exact Match

Definition: Displays ads exclusively for searches identical to the chosen keyword, ensuring precision.

Example: Using exact match “[criminal defense attorney],” your ad appears only when users search for that exact phrase.

5. Improve landing pages

The landing page serves as the ultimate destination for your ad visitors, and meeting their expectations is crucial. Elevate landing page quality by ensuring relevance to each ad, employing a well-designed layout with a clear call to action, incorporating visitor information through forms, ensuring mobile compatibility, and optimizing for quick loading times. 

Given that over 60% of online conversions occur on mobile devices, it is imperative to prioritize mobile optimization for your landing page.

6. Dynamic Keyword Insertion

Utilizing Dynamic Keyword Insertion (DKI) in your ad copy is a game-changer. This nifty feature empowers advertisers to tailor ads based on specific keywords, not just amping up clicks and conversions but also optimizing ad spend by precisely reaching the right audience. Picture this: When someone searches for “[your city] lawyer,” your ad dynamically mirrors those precise terms. 

Now, if they switch it up to “[your city] divorce lawyer,” your ad seamlessly incorporates those terms instead. It’s like having an ad that morphs to fit what users are searching for, without the manual keyword tinkering. The result? Better click-through rates (CTR), slashed costs per click, and a surge in conversions.

7. Implement Remarketing Lists for Search Ads (RLSA) 

Incorporating Remarketing Lists for Search Ads (RLSA) into your advertising strategy involves curating lists of potential clients who have previously explored your website, signifying sustained interest in your legal services. By creating multiple lists with distinctive identifiers, you can strategically target these audiences through Google ads.

Here’s a valuable tip for those venturing into retargeting for lawyers- start with a single list initially to streamline the process. As you become more proficient in leveraging RLSA, progressively introduce additional lists tailored to your specific needs. This gradual approach ensures a nuanced and effective utilization of RLSA, optimizing its impact on engaging and converting potential clients actively seeking legal assistance.

8. Invest in a professional for effective Google ads for attorneys

As an attorney, you lack the time to delve into the intricacies of Google Ads for optimal results. For busy attorneys, it is often prudent to delegate the management of their Google Ads marketing strategy to a seasoned Google Ads management agency. This allows you to channel your focus into winning cases for clients, steering clear of the complexities of bidding strategies and keyword research.


To sum up, running Google ads for lawyers is a great way to get more clients for law firms and retarget old clients. Google ads, however, give quick results, but if not managed by good hands, can drain your marketing budget.

By entrusting us with the management of your Google Ads, you can redirect your focus to what matters most – winning cases for your clients. Our seasoned professionals will navigate the complexities of bidding strategies and keyword research, ensuring your online presence is optimized for attracting more cases.

Let us be your strategic partner in enhancing your digital footprint. With our expertise, you can confidently steer your legal practice toward continued success while we handle the nuances of effective online advertising.

Get a Free Consultation from our Google Ads Experts today.


 Is Google Ads effective for lawyers?

Yes! When done right, Google Ads can be a powerful tool to reach potential clients actively searching for legal help. It allows targeted advertising based on specific needs and locations, driving qualified leads directly to your firm.

 How much does Google ads for attorneys cost?

Costs vary depending on factors like location, competition, and desired results. You set your daily budget, so you control spending. Remember, it’s an investment, and the return can be significant with the right approach.

 Can I manage Google Ads myself?

You can, but it requires time, effort, and expertise. Many lawyers find it beneficial to partner with a legal marketing professional experienced in Google Ads for optimal results.

 Are there specific rules for lawyer advertising?

Absolutely! Each jurisdiction has ethical and legal guidelines for lawyer advertising. Ensure your ads comply with all relevant regulations before launching your campaign.  

A law marketing agency is aware of these guidelines so you don’t have to worry when you partner with a digital marketing agency like McElligott Digital Marketing.

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