How to structure Law Firm Google Ads Account

Do you know your Google Ads account structure is the third most important component of your law firm Google Ads account after keywords and landing pages?

A well-structured account is made up of campaigns that target a specific type of keyword based on intent.

And then each of these campaigns will contain its own Adgroups.

Most experts will advise you to create just one campaign which will contain multiple Adgroups of your target keywords.

Although this will save you time, but it has a major flaw.

When you add all your keywords in one campaign, you will lose the ability to assign a budget, bidding strategy and location targeting based on performance.

Moreover, your low-quality keywords with more monthly search volumes will out-compete your high-quality keywords with low search volume for impressions and clicks.

When you structure your Google Ads account very well, you’ll be able to allocate the right budget based on results and assign the right location targeting that works.

This is something you won’t be able to do if you added all your keywords in one campaign.

 How to structure your Google Ads account for law service

When you structure your law firm Google Ads account very well, not only will you be generating more leads and clients, you’ll be doing so at a much cheaper cost.

Below is how to structure your account.

1. Create a different campaign for people searching for nearby attorneys.

People searching for nearby law services are looking to contact and visit a law firm a few kilometers away.

For people searching with nearby keywords, proximity is their major criteria for choosing a law firm.

The closer your law firm is to people searching with nearby related keywords, the higher the chances of converting them to a lead is.

So, by creating a campaign that targets people searching for attorneys nearby, you’ll be able to use location targeting to stop your ads from showing to people whom you deem might be too far away from your office.

By doing so, you’ll generate more leads while cutting down on wasted spend

2. Create a different campaign for people searching with a location-specific keyword

The location-specific campaign is for keywords that contain the name of the city, state, neighborhood, county or location you operate in.

For example, if you operate in the city of San Diego, your location-specific law keywords would be:

  • (Your law service) attorney San Diego
  • (Your law service) lawyer San Diego
  • (Your law service) law firm San Diego

The difference between nearby campaigns and Location-specific campaigns is while nearby campaigns targets people who are only a few kilometers away from your law office, the location-specific campaign will target the whole city or location you operate in.

3. Create a general service campaign

The general campaign is for people searching for an attorney for a specific law service without adding a location or the word “nearby” to their search phrase.

Below are examples of the general service campaign keywords.

  • (Your legal service) attorney
  • (Your legal service) lawyer
  • (Your legal service) law firm.

How to set up targeting for general service campaigns

You can set up your targeting for general service campaigns just like you did for Nearby campaigns.

The only difference is that the reach of general service campaigns will be much wider than Nearby campaigns.

4. Create a different campaign for informational campaigns

Informational campaigns are keywords people use to search for answers to a question of which your law services could solve.

People searching with informational keywords are aware of their problems but they are searching for more answers to enable them to make an insightful decision.

An example of keywords that should go into this campaign are:

  • Cost of [your legal service]
  • how to file bankruptcy
  • how to file for divorce

Nearby, location-specific and general service campaigns have a weakness and that is they have a much smaller monthly search volume than Informational campaigns.

Despite the fact that they have a much smaller monthly search volume, they still get the highest conversion rate and lower cost per lead when compared to informational campaigns.

Informational keywords will give you more search impressions and clicks but they will get you a higher cost per lead and lower conversion rate.

Nonetheless, they are still a great keyword to go after.

How to set up targeting for informational keyword

People searching with informational keywords aren’t yet ready to hire an attorney.

They are just making research that will help them make an insightful decision.

So, the targeting here will be like the one for general service campaigns


Building a great Google Ads account structure and landing pages, you’ll generate more leads and clients at a low cost than your competitors.

Do you have any comments regarding building a great account structure? I’d like to hear from you in the comment box below.

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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