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How to Drive Conversions with Google Ads for Law Firms

To attract more clients, boost your reputation, and grow your law practice, you need to find the right clients for your law firm. With so much competition for clients in need of legal services, it is increasingly important to know the best avenues to leverage for advertising legal services.

Google display ads for lawyers are a powerful way to market your law firm online. Display ads are graphical ads that appear on websites, apps, and other online platforms. They can be used to raise awareness of your law firm, drive traffic to your website, and generate leads.

Why Advertise with Pay-Per-Click (PPC) Ads

If you are looking for a more effective way to market your law firm and get more clients, Google Ads for lawyers is a great option to consider. This tool provides an easy way to track the progress of your PPC campaign so you can see how well it is performing.

With Google Ads, you can choose how much you want to spend on each ad click, and you can also choose how much you want to spend each day on your ad campaign. This level of control allows you to manage your keywords and budget better.

Here are five reasons you should invest in Google ads to promote your law firm:

  • You can specifically target potential clients searching for legal services online.
  • PPC ads allow you to get your law firm’s name and information in front of potential clients when they are actively searching for legal help.
  • PPC ads are a cost-effective way to get more clients for your law firm.
  • You can track and measure the results of your PPC ads, so you know how effective they are in bringing in new clients.
  • PPC ads can be customized to target specific areas of law, geographic locations, and even specific keywords that potential clients are searching for.

How Well Do Google Ads Work for Law Firms?

Google Ads can be extremely beneficial for law firms if they are used correctly. They can help increase the amount of business a firm receives, but it takes time and effort to make them work correctly. It’s important to keep in mind that Google remarketing ads can be helpful for small firms as well as large ones.

Google’s display ad platform can be difficult for beginners and costly because legal keywords are some of the most expensive ones to bid on. Hiring a professional law firm advertising agency to manage ad campaigns is best to avoid wasting money. If your law firm’s Google Ads are set up correctly, you will get more clients, increasing profits.

8 Strategies for More Qualified Lead Generation

Google Ads effectively advertise your legal services, even if you don’t rank highly in organic search results. Here are eight strategies to achieve that:

  • Focusing on Long-Tail Keywords

The vast majority of Google searches are composed of four or more words. One-word keywords are very expensive and difficult to compete for because some of the biggest companies in the industry are already using them. Rather than being too general when using Google Ads management for lawyers, you can take advantage of keywords with lower search volume to get higher conversion rates.

Long-tail keywords are more specific and target a smaller, more relevant audience. You will attract the right clients for your particular legal services by targeting these keywords. For example, instead of using the keyword injury lawyers, you would be better off targeting Google ads for personal injury lawyers.

  • Incorporating Dynamic Keywords

Dynamic keyword insertion (DKI) allows you to insert a keyword that a customer has typed into their search into your ad text. This makes your ad more relevant to the customer’s wants, potentially increasing your click-through rate.

Dynamic keyword insertion is a feature that allows you to create one general ad that will serve all the keywords in an ad group. The ad will appear differently depending on the users’ search terms, making it more relevant.

  • Utilizing Keyword Bidding

You will want to monitor your PPC to stay within your budget for targeting lawyers. If you are willing to spend more money, you can target higher positions; however, targeting lower positions will help you to spend less. Bid for positions two to five to get the most value for your money per click. The first position is not worth as much and can quickly use up your budget.

  • Including Negative Keywords

Negative keywords are a way to filter out irrelevant searches on Google. You can choose which words to trigger your ad and which you want to exclude. This way, you can ensure that your ad only appears for relevant searches. Choosing the right negative keywords can improve your ad campaign’s performance and get the most out of your budget.

It’s important to keep in mind that you can use negative keywords at the ad group or campaign level. This means that you can exclude certain keywords from all of your ads in a campaign or just from specific ad groups. If you’re unsure which negative keywords to add, you can use Google’s Keyword Planner tool to get ideas. Just enter a few relevant keywords for your product or service, and the tool will generate a list of related keywords that you can use as negative keywords.

  • Setting Up a Different Theme for Every Ad Group

As a law firm, it is important to have a well-thought-out advertising campaign to reach potential clients more effectively. One way to do this is by creating different ad groups with separate keyword themes. By doing this, you can target users with different needs and intentions more accurately. This makes your law firm advertising campaign more effective and easier to manage overall.

Creating different ad groups can also help you better understand which keywords are performing well and which ones may need to be tweaked or replaced. This data can be invaluable in fine-tuning your law firm’s advertising strategy.

  • Understanding Buyer Intent

Your ideal customer for a criminal lawyers campaign is someone who is facing criminal charges and needs legal assistance. Once you understand this, you can design your campaigns to target this type of customer specifically. This will help you get the best results from your Google ads and attract the right type of customer for your business.

  • Using Ad Extensions

Ad extensions are tools that Google provides for free that can help improve your ads. They make your ad more visible, which can increase your click-through rate. Ad extensions can also provide essential information to potential customers, like contact details, ratings, and location.

Ad extensions can be very relevant for lawyers, depending on their practice. Sitelinks, callouts, and call extensions can be used to promote specific features or offers that may be of interest to potential clients. Location extensions can be used to show your office address, which can be helpful for potential clients who are looking for a lawyer in a specific area.

Some ad extensions may not appear in every ad due to Google’s personalized decision based on customers’ search queries and other advertisement settings.

  • Taking Advantage of Audience Insights

With audience insights, you can see not only the demographics of your audience but also how they interact with your brand. This data can help you determine which audiences are most likely to convert to paying customers and what kind of messaging is most likely to resonate with them.

How Soon Will Results Show?

You’ll need to spend some time optimizing your Google Ads campaign if you want to see better results. Gather data to help you make improvements to your ad strategy.

You might start seeing results from your Google local service ads for lawyers campaign pretty quickly, depending on a few factors. These include your practice area, how well your ads are set up, what your ad copy says, how creative your ads are, and which keywords you’re targeting. If something goes wrong, though, you might not see any results at all.

It takes around three months for a Google display ads campaign for lawyers to show results, but if the campaign is run correctly, results will be better in six to twelve months.

How Much Does a PPC Ad Campaign Cost?

The cost of hiring someone to manage your Google Ads campaign depends on the person’s experience and skills. If you hire someone new to managing Google Ads campaigns, the cost will be lower than if you hire someone with extensive experience.

You should always hire a professional law firm advertising agency to manage your ads campaigns. This is because firms that charge less than $500/month may provide substandard service, while those that charge between $1000-$2000/month are more likely to provide excellent service.

You should get the most out of the Google local service ads for lawyers’ services if willing to pay. This means that agencies and search engines will offer you the best possible price for their services.

12 Tips to Converting More Clients with PPC

Convert more clients with an effective Google remarketing ads campaign with the following tips:

  1. Create Goals and Follow Them

PPC marketing can be an effective way to attract new leads for your law firm. When setting goals for your PPC campaign, consider the types of customers you want to attract and what kind of conversions you want to see. For example, if you want to increase the number of leads generated from your firm’s website, you may want to set a conversion rate goal. You can effectively grow your law firm with PPC marketing by focusing your ads on the right customers and conversions.

  1. Focus on the Right Keywords

You can get the most out of your advertising budget by targeting the right keywords. The author suggests starting with keyword research to determine which keywords are most popular and effective for your competitors. This will give you a good idea of whether the keywords you’re thinking of are worth spending money on.

  1. Set Up Ad Schedules

When creating an ad group, you can either have your ads show up automatically or schedule them manually. If you go the manual route, you can then adjust your plan according to things like your daily average CPC, the amount of traffic your site gets, and where your visitors are coming from.

  1. Test Different Ad Types

Google provides a variety of ad formats from which to choose depending on your business goals. These include text-only ads, video ads, and carousel ads. You can use split testing to determine which ad format works best for your business.

The best ad format for your business will depend on your specific goals and target audience. However, split testing is a great way to determine which ad format works best for you. By creating two versions of your ad (with different formats), you can track which one performs better in terms of click-through rate, conversion rate, or other metrics. This will help you determine which ad format is most effective for your business.

  1. Optimize Landing Pages

A landing page is a web page designed to encourage people to take a specific action, such as filling out a form or clicking a link. Landing pages are often used in PPC advertising campaigns and can be customized to target a specific audience. Creating and optimizing a landing page can help to increase your conversion rate – that is, the number of people who take the desired action.

  1. Take Advantage of Remarketing

A Google remarketing ads campaign for divorce lawyers is a targeted advertising campaign that lets you advertise to former clients who have already visited your website. The premise behind this campaign strategy is that these customers are more likely to contact you again for legal representation or advice.

  1. Gain Your Audience’s Trust

If you want people to trust what you have to say, it’s important to ensure your content is something they can use. Keep your audience in mind when creating or curating content, and always aim to provide value. When in doubt, err on the side of helpfulness over anything else.

  1. Post Creative Headlines

Your headline is one of the most important aspects of your ad, as it will determine whether or not people will actually click on it. Make sure your headline is eye-catching and easy to read using bold font and short sentences. Include a unique phrase or word to make your headline stand out.

  1. Create Custom Audience Segments

Custom audience segments allow you to show different ads to different people based on who they are and what they’re interested in. For example, you could show your divorce lawyer services ads to people who have visited your website but haven’t signed up for your newsletter. Or, you could show ads for your free consultation to people who live in a certain area.

  1. Track Competitors’ Performance

Competitor analysis is an important part of any business’s marketing strategy. By understanding your competition, you can better formulate your own plans and strategies to stay ahead of them. Additionally, you can use competitor analysis to identify any potential weaknesses in their approach that you can exploit.

  1. Integrate PPC Ads into Email Marketing

On average, 22 percent of people who receive an e-newsletter open it. Many e-newsletter campaigns have an open rate that is higher than the average. Email marketing is a great way to reach potential customers as it allows you to integrate your ads into people’s email inboxes. This is powerful as most people check their inboxes regularly, meaning you have a good chance of getting your message across.

  1. Optimize Customer Mobile Experience

As more and more people use their phones to go online, it is becoming increasingly important to make sure that Google ads for personal injury lawyers display correctly on mobile devices. Mobile devices have smaller screens than desktop computers, so it is important to make sure that your ad is designed to fit within the smaller space.

Before launching any ads, test them to ensure they appear as intended. If your ad is not appearing as intended, make the necessary adjustments and test again. Once you are happy with how your ad looks on mobile, you can launch it live. Remember that you will need to monitor your ads to ensure they perform well continuously.


Google Ads can be a powerful tool for driving conversions for law firms. Law firms can attract potential clients and convert them into paying customers by targeting the right keywords and using effective ad copy. Additionally, law firms can ensure they get the most out of their Google Ads spend by tracking conversions and optimizing their campaigns.

Hiring a digital marketing agency to create Google Ads campaigns for law firms can greatly increase visibility and attract new clients. However, it is important to do your research and choose a reputable agency with experience in this area. Additionally, communicate your goals and budget to the agency before starting any work. By taking these steps, you can ensure that your law firm will benefit from an effective Google Ads campaign.

At the New Digital Marketing Agency, we drive leads and clients for small and medium-sized enterprises in a measurable and repeatable way. We are a data-driven digital marketing agency dedicated to making game-changing results for our clients, which we love doing. If you want a campaign focused on Google ads for law firms, look no further than New Digital Marketing Agency! Let us work with you to grow your business by optimizing your SEO strategy. Get in touch with us today!

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