new digital marketing agency toronto black

Our Guide to Google Ads for Divorce Lawyers in Toronto

As a divorce lawyer in Toronto, looking for clients is a bit more complicated than your standard business. People in need of a divorce lawyer are often stressed out and emotionally distraught due to the breakdown of their marriage and the ensuing child custody battle they’ll soon enter, so simple taglines and flashy ads won’t cut it. It’s not like you can put up an ad on just about any social media platform, either.

Luckily, they’re likely searching high and low online for the perfect divorce lawyer that will ensure they get their fair share out of the court battle. If you have a solid Google Ads strategy, you can utilize their harried researching and ensure your practice appears during their search. Here’s what you need to know about getting results with Google ads for your divorce law practice:

Targetting the Right Leads

Family law is a diverse field, and you’ll want to make sure you target the right leads. Child support cases can cost $17 per lead, which is the cheapest lead achievable, but it’s best to aim for divorce leads since they can involve child custody and divorce. Still, child custody leads are almost as valuable and cost around 20 percent less each lead. 

It’s essential to focus on the most relevant leads to get the most value for your money. Otherwise, you’ll be getting inquiries for services that you don’t offer, effectively wasting your time. Focus on leads that are most relevant to your law firm to attract clients more efficiently.

Constructing Your Divorce Lawyer Keyword Catalogue

There are general keywords every divorce lawyer must focus on, but if you want to increase your chances of drawing your target audience to your doorstep, you’ll need to understand your clientele. Some of the top keywords you can use for your practice are divorce lawyers, divorce attorneys, family law attorney, divorce lawyers in Toronto, and Toronto uncontested divorce. To achieve the best results, be sure to add variations of divorce, separation, and child custody and pair each of them with lawyer, law firm, and attorney. To attract local leads, add Toronto to each of them. 

Typically, father’s rights keywords are more affordable, but they often do not give excellent results. Still, if you want to pursue this market, explore keyword iterations of father’s rights terms and pair them with lawyer, attorney, or law firm.

Once you’ve finished building your keyword list, add as many available keyword match types: broad, modified broad, phrase, and specific to your Google Ads campaign. Keep in mind that broad match keywords may be more expensive and result in lower lead quality, so you’ll want to monitor calls and contact form submissions to ensure you’re getting the desired impact. 

Keeping Track of Negative Keywords

While it’s crucial to build your complete list of keywords, it’s just as essential to maintain a negative keyword list to prevent your ads from appearing where they won’t fall in your favour. A negative keyword list consists of search terms you do not want your ad to appear with. 

For instance, if you’re showing ads for the broad keyword Toronto divorce attorney, you’ll still show up for Toronto divorce attorney jobs and cheapest Toronto divorce attorney. If you add cheap, pro bono, cheapest, jobs, and similar keywords as broad match campaign negatives, you’ll prevent your ad from appearing on these searches. Otherwise, you’ll quickly run through your budget and generate leads from people who won’t be paying clients. 

Finding the Right Keywords for Your PPC Campaign

Your keyword list must contain the right keywords to make your pay-per-click (PPC) campaign successful. Having different iterations will improve your chances of getting worthwhile traffic, ensuring you get the most value from your money with each lead you get. 

Focusing on location-related keywords will improve your chances of generating traffic from your community. Typically, potential clients prefer getting a divorce lawyer nearby, which means you’ll have an excellent pool of potential customers using location-related search terms. They also help qualify divorce leads, helping your campaign generate leads in your service areas. You’ll also have to review the size of your service areas, as you may want to opt for more granular targeting by using keywords that include the target neighbourhood and town.

You’ll also want to focus on lawyer-type-related keywords. Doing this will be especially helpful if you specialize in certain aspects of divorce or family law, like uncontested divorce or child custody. Potential clients often search for a lawyer with a specialty to find a legal professional who meets their needs and is most likely to win their case. 

Using Call Tracking to Improve Your Chances of Success

If you want your PPC campaign to succeed, you’ll need to use call tracking. Generally, you should expect to receive three calls for every contact submission form completed on your website. For instance, if you spend $500 on Google Ads every week, take note of the substantial number of calls you get for this amount. If you get repeat callers, it’s a good sign you’re doing something right with your campaign. Then, observe the average call duration, which is five minutes. The higher the average call length, the better the call quality, so you’ll want to prioritize statistics that showcase these qualities.

Fleshing Out Text Ads

Your potential clients want to hire the best divorce lawyer they can afford, so you’ll want to parade your expertise in a way that resonates with their urgent need for legal assistance. Each of your ads must properly communicate your experience and include your unique ability to solve the problem, your unique value proposition, and a call-to-action or CTA.

Here are some sample divorce text ads that you can use as inspiration:

  • “40 Years of Experience in Divorce Law”
  • “Put the Past Behind You With Our Legal Experience”
  • “Call Now for a Free Consultation!”

It’s vital to do this for your other specialties, like child custody. Be sure to take advantage of the various Ad Extensions available on Google Ads, which will allow you to put supporting copy like links to client testimonials, firm reviews, and practice areas to your ads. 

Building Your Website

Once you have your keywords and ads in place, you’ll need to make sure your website successfully converts the traffic it receives. Ensure it looks professional and functions seamlessly on computers and mobile devices. Include a well-designed contact form and a link to your contact information on each website page. Once visitors complete the form, they must be directed to a special thank-you page where you can install the Google Ads conversion tracking code. You can even set that URL as a goal with Google Analytics to help you monitor your marketing success across various marketing channels.

The goal is to encourage calls, so ensure your phone number is prominently displayed at the top and bottom of each page on your website. You can also add a “Call Now” button, so it’s easier for smartphone users to contact you. Never let any calls go to voicemail, as this can dissuade prospects from trying to reach you again.


Google Ads is incredibly helpful for boosting your divorce law practice. By optimizing your PPC campaign, building a solid list of keywords, and working with expert digital marketers, you’ll enjoy a steady stream of leads like never before.

New Digital Marketing Agency is a Google Ads agency in Toronto that can help you with your optimization needs. As an AdWords expert, we’ll review your PPC campaigns and polish them to give you the best results. Contact us today to get started!

Share on