Law Firm Marketing: 11 Tips For Winning More Leads & Clients With Google Ads

One of the main advantages of Google marketing over social media marketing for law firms is that it helps you reach out and connect with prospects who are already in need of your law services and actively searching for an attorney to hire.

Unlike social media marketing where you try to seek out potential prospects and try to convince them to hire you, with Google, potential prospect will be the one who seeks you out, making the likelyhood of the relationship turning into a sale more likely.

There are two ways you can use Google marketing to drive legal leads to your website.

You either pay for it (PPC) or use SEO to get your website ranked high on Google.

In this article, I’ll show you the easiest way to generate leads and clients for your law firm using Google Advertising.

Landing Pages boost Google Ads Leads & Clients Generation rate by 700% & Reduces cost by 1400%

Learn how to create a Law Firm Google Ads landing page that converts prospects to leads & Clients today without having any designing or coding knowledge.

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What is Google Ads and how does it benefit law firms

Google is the biggest search engine in the world and is used by more than 70% of internet users.

Google search mostly known as Google is what people use when they need to get answers to a question, direction to a location, research a topic or simply to search for a product or service to buy.

There are only two ways you could claim a spot on Google when people searches for your law services.

You could either use SEO or Google Ads PPC to claim a spot.

Using SEO to claim a spots takes time. It could take 6 months to a year to yield any results and even at that, you are not guaranteed a spot within that time frame.

The only way to claim a spot and start generaing leads and clients immediately is to pay for it through Google Ads pay per click (PPC) service.

When you use Google Ads to advertise your legal service, your listing (Ads) will either be displayed at the top or buttom of the result page depending on your bid like the image below.

Google Ads for law firms

Google search is an intent driven platform which means people only uses it when they want to accomplish a goal.

Why Google search Ads is beneficial for law firms

  1. It helps you reach potential clients when they are in need of your services and actively searching for a lawyer to hire
  2. Because Google Ads is an intent based platform, it has the least cost per acqusition of new clients
  3. It helps you generate higher quality sales leads
  4. Leads generated from Google Ads has a higher sales conversion rate than facebook and other social media ads.
  5. It easy to create and setup

What is the key ingredients for building a leads & clients generating Google Ads campaign?

The key ingredient for building a successful Google Ads campaign is building a campaign that meets the intent or expectation of your audience.

What is intent?

Intent is what a searcher wishes to accomplish by conducting a search on Google.

Your keywords selection, ads copies, targeting, adgroups and landing pages should be geared towards meeting your target audience intent.

This is because when people search on Google, they have a need (intent) they want Google to satisfy immediately with very little or no effort on their part.

If you can help your potential clients get what they need when they conduct a search with very litlte or no effort on their part, then you’ll be on your way to generating lots of high quality leads and clients through Google Ads.

In this article, I’ll show you how you can help your prospects achieve their goals when they conduct a search and win them over as clients.

How Attorneys can create Google Ads campaign that generates qualified leads and clients

1. Target the right legal keywords

Like I said above, Google Ads is an intent based platform and that intent is ingrained on the search phrases people use to search on Google.

What is keywords?

A keyword are words or phrases you specify on your campaign. The keywords you select will instruct Google to show your ads on any search phrase or words that are similar or related to the keywords you selected.

For example, if you select “family law” as your  target keyword, Google will match and show your ads on search phrases similar or related to family law like family law, divorce, child custody and child support.

How to select the right keywords for your campaign

Keywords are the foundation of Google Ads. It’s the most important aspect of your campaign along side your landing page.

Keywords does only one job – to get your Ads shown when people are searching with search phrases that are similar or related to your target keywords.

Firstly, before you start you keyword selection, you should know there are three types of keywords, namely:

  1. Brand keywords
  2. Informational keywords
  3. Buyer keywords

What is brand keyword?

Brand keywords are keywords people use to locate a specific law firm.

So, in essence, brand keywords are any search phrase that contain the names of your competitors.

For example, you heard that law firm xyz is the best criminal attorney in your area in fighting criminal charges.

To quickly connect with law firm xyz, you’d a quick Google search with the name of the law firm like “xyz criminal attorney”

You saw xyz listing when you’d the search, clicked down to their website and connected with them.

Because people searching with branded keywords have already made up their minds to hire your competitor, it’s very difficult to convert them to a lead or client.

I normally add them to negative keywords list to prevent them from wasting my clients ads budget.

What is Informational keywords

Informational keywords are search phrases people use to ask questions, do research and get direction on Google.

People searching with informational keywords knows that they have a problem or need but they aren’t sure how to solve it hence the reason why they use informational keywords to find a solution.

Legal services Informational keyword search phrases mustly contain the below words:

  • how
  • where
  • cost
  • when
  • can

Below are a good example of informational keyword for law firms:

  • how to file bankruptcy
  • what is the cost of filling a divorce
  • where to file bankruptcy
  • can i buy a car after bankruptcy
  • where to file for divorce

What is Buyer keywords?

Buyer keywords also known as commercial or transactional keywords are search phrases people use to search for a lawyer to hire.

This keyword is the gem of all legal related keyword type as people use it only when they are ready to take the next step – hiring an attorney.

Attorney Buyer keyword search phrases mustly contain the below words:

  • law firm
  • attorney
  • lawyer
  • law group

Below are a good example of buyer keyword for lawyers:

  • personal injury attorney
  • criminal defense lawyer
  • divorce law firm
  • bankruptcy law office

Which type of keyword to use for a Lawyer Google Ads campaign

If you have a limited monthly ads budget, the best keyword to target that will give you the required ROI is buyer keywords.

But if you have a lot of monthly ads spend to spare, then you can target both informational and buyer keyword.

Note: If you must target informational keywords together with buyer keywords, make sure you create a seperate campaign for both.

Among the two keyword types, informational keywords generally has the lowest conversion rate and the highest cost per conversion.

And informational keywords also makes up 60% to 80% of the total monthly search volume for legal keywords.

The reason why you should seperate buyer keywords from informational keywords is because bid strategy and budget is added at the campaign level, not at the adgroup or keyword level.

Informational keywords will use it’s advantage as the keyword with the highest monthly search volume to outcompete buyer keywords for impression and clicks since both will be using the same budget and bid strategy.

If you add them together, most of your ad spend and ad clicks will come from informational keywords which means your conversion will be lower and your cost per conversion will be much higher.

2. Link your keywords with the right match type

Associating your keywords with the wrong match type is like choosing the wrong keyword.

What is keyword match type?

Keyword match type are parameters added to keywords which controls which search phrase your ads should show up for.

There are four keyword match types, namely:

  1. Broad match
  2. Modified broad match
  3. Phrase match
  4. Exact Phrase match

What is broad match?

Broad match is a paremeter you add to a keyword which instructs Google to show your ads for any search phrase they (Google) feel is related or similar to your keyword.

By default, your keywords is set at broad match. That means you don’t have to add anything to associate your keywords with broad match type.

Associating your keywords with broad match type is handing over complete control over whom you want to see your ads to Google.

The bad side of associating your keywords with broad match is that you’ll be getting a lot of traffic, but the majority of the searches that will trigger your ads will be irrelant to your law service.

For example, the broad match keyword “criminal attorney” will trigger searches like divorce attorney, bankruptcy attorney or personal injury attorney.

What is modified broad match?

Modified broad match is like broad match but it has a key difference. It allows you to mark some specific words as mandatory for targeting.

While broad match will try to target your keywords synoyms, similar and related keywords to increase reach, modified broad will stop that from happening.

For example, if you are targeting “personal injury attorney” keywords but you don’t want Google to veer away from personal injury to other areas like divorce, bankruptcy or criminal law, you can add a + sign before the word “personal” and “injury”

That will tell Google that the search phrases that must cause your ads to show must contain the word “personal” and “injury”

For examle a modified broad of the keyword “personal +injury attorney” with injury having a plus sign will cause your ads to show for searches that has the word injury in the like the one below:

  • Personal injury attorney
  • ny personal injury lawyer
  • car accident injury lawyer
  • personal injury law firm

Note how injury apeared in the searches above.

What is Phrase match?

A phrase match is a keyword parameter that allows your ads to show only when searches are exact phrase of your keywords or close variation of the exact phase of your keywords, with additional word before or after.

To associate your keywords with phrase match, you need to add a quotation mark around your keyword.

  • “divorce attorney”
  • “bankruptcy law firm”
  • “personal injury lawyer”
  • “criminal attorney”

For example, if you add phrase match to “personal injury” keyword, your keyword will trigger searches like:

  • personal injury
  • personal injury lawyer
  • lawyer personal injury

What is exact match?

Exact match is a keyword paremeter that allows you to bid on search phrases that are the same with your keywords or it’s variance.

To associate your keywords with exact match, you need to add a square bracket around your keyword.

  • [divorce attorney]
  • [bankruptcy law firm]
  • [personal injury lawyer]
  • [criminal attorney]

For example, if you add exact match to “attorney” keyword, your ads will show for searches like:

  • attorney
  • attorneys
  • A misspelling of attorney
  • lawyer (A variance of the keyword “attorney”).

Which keyword match type is ideal for Law Firm Google Ads Campaign

The best keyword match type that will help you cast your net wide enough to generate enough impression, clicks and leads is modified broad match.

Modified broad will help you go wide without wasting your ad spend on irrelevant searches.

3. Create a dedicated landing page

The secret weapon of mass destruction in Google Ads for law firms is your landing page.

The effectiveness of your landing page will determine if your campaign will be among the 90% that are moderately successful or fall within the 10% that are super successful.

The difference between those attorneys that are just barely scrapping through and those that are killing it lies with landing pages.

Those law firms that are killing it are sending Google Ads traffic to a dedicated landing page while those that are barely scrapping through are sending ad traffic to their website.

So, if you want to kill it with Google Ads, avoid sending ad traffic to your website at all cost and instead opt to send them to a dedicated landing page created for the purpose of converting Google Ads traffic to leads.

Sending Google Ads traffic to a dedicated landing page can help boost conversion and ROI by 700%

What is a landing page?

A landing page is not your website home page or any of your website web pages.

A landing page is a page created specifically to convert Google Ads (Adwords) traffic to leads.

Landing Pages boost Google Ads Leads & Clients Generation rate by 700% & Reduces cost by 1400%

Learn how to create a Law Firm Google Ads landing page that converts prospects to leads & Clients today without having any designing or coding knowledge.

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4. Track results by installing Google conversion tracking tag

Installing tracking either with Google Ads conversion tag or with Google analytics is very important.

Without tracking performance of your campaigns, you won’t be able to tell what is giving you the best results and what isn’t.

Tracking conversion will help you cut down on waste and helps you invest your money on what produces the best results.

5. Bid to ocuppy the top 3 spot on Google Ads

When people are searching on Google, their eyes gaze through the listings until they find what they need or a listing that meets their intent.

Once they find what they need, they then click down to the listing website.

Based on my years of experience rendering Google Ads services to law firms, the top 3 Google Ads listings receives 100% of the ad clicks when the ads meets the intent of the searcher.

In order to stay competitive and get your own share of clicks, you should set your bids to occupy one of the three spots on Google for your keywords must expecially for buyer keywords.

Below is a Google search for “divorce attorney ny” showing the top three Google Ads listings at the top of the result page.

Google Adwords listing

6. Use testimonials and reviews to boost conversion

Attorney reviews

According to linkedin, the world biggest B2B advertising platform, having more ratings and testimonials can lead to more sales.

This is because when people are ready to hire a lawyer, they usually use reviews and ratings to make a choice.

Ratings and testimonials helps assure potential clients that your law firm has the track record, results, trust and expertise needed in helping them.

What better way to showcase your track record, results and expertise to your potential clients than having past clients shout your praise.

Your ratings and testimonials shoould be boldly displayed on your ads copies and landing pages.

A good example of reviews are BBB ratings, Google my business ratings and yelp ratings.

7. Make it easy for your potential customers to find what they need

People want to find what they are looking for on Google with the least amount of efforts. Make it tedious for them and both your potential clients and Google will punish you for it.

A lot of lawyers have this erroneus belief that all they need to do is to create a campaign and send ad traffic to any web page and the leads and clients will start pouring in.

That is why they send ad traffic to their website home page hoping that potential client could find their way around and contact them.

If a client is looking for a divorce attorney, they don’t want to see an ad for family law or be sent to a family law landing page that offers different types of family law services, they want to see an ad for divorce and be sent to a divorce web page.

And also, your web page should make it easy for them to contact or call your law firm.

Here is an article where you’ll learn how to build a landing page and back it up with ads copy.

8. Mention your keywords on your ads copy and landing page

Searchers are more likely to click on an ad that mentioned the keyword they used to conduct the search.

Adding your target keywords to your ads will make your ads relevant to what a searcher is looking for and thus, compel them to click down to your landing page.

Ad copies with keywords in it are more likely to get clicked

The same thing goes for your landing page. Mentioning your target keyword in your landing page will help boost engagement and conversion.

9. Georestrict Google Ads campaigns to your local market

Georestricting your ads will not only help you reach those audience that reside in close proximity to your law office but also resides in the state you’re licenced to practice law.

Georestricting your Ads will help you generate more quality leads that will easily convert to a paying client.

It makes no financial sense targeting people who live outside the state you are licenced to practice or in areas that are too far from your law office.

10. Speak the language your potential clients can understand easily

Law jagons can be pleasing to the ear. It can make you look great if you are talking to a judge or your fellow attorneys.

For a client, your jagons means nothing if they don’t understand what it means, it’s implication and how it will help them solve their problems.

Speaking in languages your potential clients don’t understand will make them stop and wonder if you’d be able to help them.

Remember, the goal of running Google Ads or any other advertising is to remove as much as possible anything that will make them doubt your competency.

So, instead of using complicated words on your ads and landing pages, use simple words that a ten year old can understand easily without having to consult a dictionary.

If you must use law jagons, make sure you explain the meaning so your potential client won’t get lost.

11. Use the right daily Google Ads budget

To run Ads on Google, you’ll need to decide on the right daily Ad budget.

If your budget is too small, you won’t be able to generate enough clicks that could give you the right amount of leads.

And if your budget is too big, you will have unutilized money tired down on Google Ads that you could use to further your business in other areas.

You could determine the right daily Ad budget by multiplying your keywords average cost per click (CPC) by 10 or 20.

But the best way is to determine Google Ads daily budget is to use Google keyword forecast.

Google keyword forecast will allow you to input your target keywords and the average CPC you want to pay per click and Google will use the previous month data on the keywords to calculate a budget.

Below is an indebt artciel I wrote on how to use Google Ads keyword forecast to get  a budget.

Here is my Recommended reading

Must law firms are barely making it on Google Ads and that is because they focused on one aspect of Google Ads and neglected the others.

If you want to be among the top 10% of law firms generating 90% of the leads and clients through Google Ads, then you must learn how to master the other aspects of Google Ads must especially how to create landing pages.

The recommeded readings below will help you master the other aspects of Google Ads that is very crucial for your success.


Google Ads can be your best source of generating clients at low cost and help boost your ROI exponentially.

But like everything of marketing or advertising, you need to know how to do it right.

Doing it wrong means you are going to loose thousands of dollars before you throw in the towel and yell that Google Ads isn’t working like many others have done.

But, if you do it right, it will become your best source of generating more leads and clients and help you grow your law firm into other locations.

If you follow the guide outlined in this article, you won’t only get the ball rolling fast but you’ll also have a huge edge over your competitors who are doing what I call “plug and play method” mustly advertised and promoted online.

Landing Pages boost Google Ads Leads & Clients Generation rate by 700% & Reduces cost by 1400%

Learn how to create a Law Firm Google Ads landing page that converts prospects to leads & Clients today without having any designing or coding knowledge.

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Hi. I'm Obinna Ibemere and I love helping local service businesses generate lots of leads, customers and increase ROI from Google Ads, Facebook Ads, and Linkedin Ads. When I'm not trying to boost the ROI of my client's campaigns, I love watching football (soccer) and reading the latest trend in digital marketing or writing a blog post.

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