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Google Ads for Divorce Attorneys & Family Lawyers

There are many established, well-known methods for generating new leads and clients for divorce attorneys. Many divorce attorneys question whether Google AdWords works for family law, but Google Search Ads is one of the most effective online marketing channels for tapping into potential client leads. Key benefits include being able to achieve results quickly and cost-effectively.

So how is Google Ads used, what’s changing, and how can lawyers make use of them effectively?

In this guide, New Digital Marketing Agency, a trusted Google Ads agency in Toronto, will take a closer look at the process of using Google Ads for divorce and family lawyers, as well as the different performance metrics a law firm can expect to see when you run a successful Search PPC campaign:

What Are Google Ads?

With Google Ads, firms can choose between two overarching types of ads: Search and Display. In our guide, we will focus on Google Search Ads, which we recommend for divorce attorneys.

Google Search Ads can reach a broad audience through text ads on Google Search and Maps. These ads are placed on’s Search Results page, across the top and on the right-hand side of the search results page. When someone searches for divorce attorneys, your ad is shown on the right-hand side of the page.

When people search for divorce attorneys on Google, they are looking for a solution to a specific problem. Using Google Ads to their advantage and ensuring your business is the first thing people see when they search for you creates a great first impression that can convert potential customers.

You really need to nail it when it comes to your keywords. For example [family lawyer] is a good keyword, but [family lawyer Houston], or [family lawyer Toronto], or [family lawyer near me] is a higher intent keyword and will bring more conversions.

As a result, firms can leverage Google AdWords to drive traffic to their website, generate leads, and ultimately generate new clients. Below, we’ll outline the process of how to set up a Google Ads campaign, followed by a cost comparison between Google Search Ads and other traditional marketing channels.

How to Get Started With Google Ads for Your Law Firm

To get started, you need a Google AdWords account. You can create a free AdWords account directly from the Google toolbar.

From Google AdWords, you can then set up your first campaign.

This allows you to run Google Ads for divorce lawyers. A few rules apply when setting up your account. First, you must have an actual business address. Second, you need to choose a campaign name. This is the name that will show up in your Google Ads account. Call it whatever you like as long as it makes sense to you.

You should also include keywords that your potential clients might search for. When you enter these keywords, it will help you identify potential clients looking for you.

You will also be able to choose from three different types of AdWords campaigns.

This is a crucial step to getting your business on Google. Choose your campaign settings carefully, as the targeting and other settings will determine the ads you ultimately have in your Google Ads account.

Choosing Your Campaign Settings

The next step is to set up an Ad Group. Your Ad Group is where your keywords are organized. Each Ad Group has its own settings so that you can create different ad groups for various specialties such as:

  • Divorce
  • Child Custody
  • Wills

Each ad group has its own settings, which you can edit later. Once you are happy with your campaign settings, you are ready to set your bids. Your bids determine how much you are willing to pay for each click.

Different Bids for Different Keywords

Be sure to set up your bidding strategy. You can set your bids manually or set a maximum CPC.

You can create your first ad. In your ad, you will be able to use text and images to help you explain what makes you stand out in your industry. You can also create a different version of your ad specifically tailored to mobile, which is great for squeezing in extra keywords.

The final step is to track the performance of your ad and make sure you see the results you want.

You can do this by selecting a conversion goal and tracking your costs.

Setting up Your First AdWords Campaign

Creating an effective Google Ads campaign for divorce attorneys can be difficult for a lawyer, but with the right knowledge, it’s anyone’s game.

The first step is to set up an AdWords account and identify your target keywords. The next step is creating your targets, bidding on your keywords, and setting up your first campaign. While creating your first ad, be sure to think about your ad’s landing page, which you will be sending your potential clients to. Your landing page should be optimized for conversions.

Finally, you will be able to track your performance and the success of your campaign. You want to be able to track the success of your campaigns with conversions and your overall investment.

Does Google Ads Really Work for Lawyers?

Google Ads for lawyers, or Search PPC for attorneys, has the potential to be extremely effective. There are three main ways in which Google Ads can help you attract new clients:

Ads – You can create highly targeted ads featuring your unique selling proposition and showing off your credentials.

Email Campaigns – You can create targeted AdWords email campaigns.

Remarketing Campaigns – You can reach people who have already visited your website and shown an interest in your services.

Overall, it’s a great way to reach potential clients and generate leads.

What Is the Cost of Google Ads for Divorce Lawyers?

It’s crucial to be able to track the cost of your ad campaigns. Here are some of the different performance metrics you can expect to see.

Cost per Click: Like all ad platforms, Google Ads charges you for each time your ad is clicked.

Cost per Action: You will be charged for each specific action, like when a visitor clicks through to your website.

Cost-per-Acquisition: This is the cost to generate each client.

Return on Investment: This is the ultimate goal of any campaign. It’s the ratio between the revenue generated by your campaign and the cost of your campaign.

Google Ads can help you leverage the best of marketing channels. It has a great return on investment, so you’re likely to be pleased.


Google Ads is an easy way to reach out to new clients. As a lawyer, you need to be thinking about the different ways you can reach potential clients with the right message. The trick is to create the right set of keywords and ad copy that will convince potential new clients to reach out to you for help. 

Google AdWords allows you to create highly targeted ads that are displayed to people who are actively looking for an attorney for divorce or family law-related cases. The best part is that it is far more affordable than other forms of advertising. In the long run, Google Ads is more cost-effective.

There’s no reason why you shouldn’t be working with an established Google Ads agency in Toronto to drive more clients your way. With sufficient knowledge and the right strategy, you can use Google Ads to your advantage and create a highly effective campaign.

New Digital Marketing Agency offers expertise on Google Ads optimization in Toronto. Contact our team of seasoned pros today to know how we can help your law firm get more clients through Google Ads!

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