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How Law Firms Can Use AdWords for Their Campaign Strategies

Most people only search for legal-related terminologies on Google when they’re researching or trying to find a lawyer. As such, by using AdWords, you can put your firm’s ad in front of these potential clients. 

AdWords can be more challenging for legal industries, especially since the environment can be highly competitive. Fortunately, connecting with relevant leads and improving your ad ranking through AdWords can help you out.

1. Focus on What Sets You Apart From the Competition

When you try searching for a “lawyer” on Google, many firms will instantly pop up. Even if you have put in a specialisation, this would still be the most likely outcome. And if you look at the details, most of the content for the ads you see seem to be copies of each other. 

An AdWords expert would recommend that you do your best to make your content as unique as possible so that you will not blend in with the crowd.

2. Use Ad Extensions to Your Advantage

One of the best ways to share more information with the people who will see your ad is by using ad extensions, which can be included in the creation process. When you share more details about your business, the more space you can take up. Doing so will help you grab the attention of your target audience.

3. Always Add a Call to Action

When you’re setting up your ad space, you want to make sure that you include everything that your prospective customers need to know. This could include your services, features, and any other benefits that you offer. And don’t forget to add a call to action (CTA) phrase or paragraph at the end—this element is critical for Google ads for law firms.

When a user sees a CTA in an ad, they immediately know what you want them to do. Whether you want them to contact you or sign up for your services, you need to be clear about what you want from your audience.

4. Lead Your Audience to the Appropriate Landing Pages

Leading your potential clients to the right landing pages is extremely important for law firms with many practice areas of specialisations. By linking your ads to the appropriate service pages, you can improve your ad ranking and potentially increase your conversion rate with every click.

Aside from explaining what your company can do for your clients, you should also give them pertinent information about your business. Make sure that all of these details are included on your site. Some of the information you should have is your phone number, a powerful CTA, and a link to an FAQ page for users on the brink of conversion.

5. Use Geotargets

It would be best if you were specific about your location when you’re implementing your campaigns. If your law firm is located in Toronto, you will not be needed by a person living in Vancouver. 

Aside from using location-based keywords, such as “lawyer in Ontario,” you also need to use geo-targeting to ensure that your ads are shown to people from the areas you are serving. For AdWords, include or exclude regions by zip code, city, and province.


AdWords is a fantastic tool that you can use to set yourself apart from your competitors. By knowing which strategies will help put you in front of your target audience, you can slowly but surely accomplish your objectives. If you want more information on utilising online tools for your campaigns, you should consult a trusted AdWords expert in Toronto.

New Digital Marketing Agency is a data-driven AdWords expert trusted by various industries and companies in the area. We can help you develop the best strategies that will make your company stand out from the crowd. To learn more about what we do, contact us today!

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