PPC for Lawyers: 12 Google Ads PRO Tips for Law Firms

PPC for lawyers is an attractive digital marketing option for many attorneys. When done correctly, Google ads can generate clients quickly for your law firm. If you’re not sure what you’re doing, pay-per-click can become expensive and make you wonder if Google Search Ads (formerly AdWords) works for lawyers at all. 

For many law firms, Google ads can be an excellent source of leads. Unlike an SEO strategy, PPC for lawyers can produce results almost immediately. Additionally, many of the leads you receive may be ready to retain your services. However, this marketing channel is volatile and can be high maintenance.

1. Define the Key Goals of Your Google Ads Campaign

When you and your partners come up with a plan for your law firm, there is a clear objective that you want to accomplish. The same goes for your PPC campaigns. Most Google ads campaigns for lawyers focus on getting new leads and phone calls

In other words, these campaigns are directed towards people that are “are ready to sign up” (known as transactional keywords). But just like you, many other attorneys using Google search ads are looking for the very same type of leads. So, all of you will be bidding on the most competitive (and therefore, oftentimes the most expensive) keywords. 

Some examples of these keywords are:

  • Personal injury lawyer near me
  • Personal injury lawyer san francisco
  • Family lawyer free consultation

But what if the goal of your PPC campaign wasn’t to get phone calls immediately? What if you’re looking to build your email list or promote a free resource that your law firm prepared? 

Well, in that case, you’ll be targeting a different type of person. A person who is not necessarily ready to buy, but rather looking for information. Some searches that these people may do include, but are not limited to:

  • How to file a divorce in Florida
  • How much is my personal injury case worth
  • How to prove pain and suffering

2. Research Your Target Keywords

An essential part of PPC ads for lawyers is the list of keywords that you’re going to be targeting. In simple words, these keywords are the specific searches that will trigger your ads to appear on Google.

Google Ads allows you to do your keyword research. This is very helpful since it can give you a better idea of the volume, competition, and cost for each keyword. You can find the Keyword Planner under “Tools & Settings” in your account.

Before you start adding keywords to your campaign, make sure you understand the concept of keyword match types.

Pro Tip: Use the feature Dynamic Keyword Insertion (DKI) to make your ads more relevant for people. By doing this, Google will insert your campaign keywords into your ad copy to match the search that a person is doing.

3. Use Manual Bidding for Optimal Control

One of the major disadvantages of PPC for lawyers is that it can become very expensive. We already established that, overall, most competitive keywords are more expensive. And this is understandable. 

However, if you want to be careful with your budget, make sure that you choose ‘manual bidding’ over ‘automated bidding’. 

Let me explain how these options work. 

With automated bidding, you’re allowing Google to set the price that you’ll pay for your ads. This means that, based on other competitors, Google will check your profile and will determine how much you need to pay to increase your chances of getting more clicks. So, if your competitors are paying high rates, the platform may decide that you need to pay more. 

On the other hand, with manual bidding, you get to set the maximum price that you’re willing to pay for your ads. So, in this case, you have total control over your budget. The key to keeping your costs as low as possible is improving your ad rank and quality score. More on this later. 

4. Select Your Target Locations

Another important advantage of Google ads is that you can control the geographical location where your ads will appear. To put it simply, if you set your ads to be shown in Phoenix, a person looking for similar services in Tucson won’t see them. 

This is a critical feature that you should use to improve the quality of your leads and protect your budget. If your law firm only serves certain locations, there’s no need to spend money on ads that will be shown at a state or national level. 

When running PPC ads for lawyers, you or your ads manager need to make sure to choose your ideal locations. You can target by city, postal code, state and control them by implementing radius. 

Make sure to also choose your type of geographic targeting. You can choose to target ads to users that are within your targeted areas or opt to include people that might be outside of the area, but are performing a search using a location-based keyword for one of your target areas.

5. Write Compelling Ad Copy

Selecting keywords and the location is just the beginning of a PPC campaign. The ad copy is an important element that you shouldn’t overlook since it’s the thing that people are going to see displayed on Google.

If it’s attractive, clear and relevant to them, they’re more likely to click on the ad. If not, they’ll go to the next one. 

The things that your ad copy should include are:

  • Final URL: link to a relevant landing page for this ad group. For example, the ‘child support’ ad group, your landing page URL might contain “/child-support/” to show it’s relevant to these searches.
  • Heading 1: use this heading for your main keywords. 
  • Heading 2: include relevant information such as locations you serve, promotions, what makes you different from others, etc. 
  • Heading 3: insert call to actions. The action you want people to take such as ‘book a call’, ‘schedule an appointment’, ‘free consultation’, etc. 
  • Description: include slogans or what you can do to help people. 

6. Use Ad Extensions

Ad extensions allow you to add extra information in your ad about your business. You can include phone numbers, benefits, links to your website, address and services you offer.

Using ad extensions not only makes your ad bigger and more prominent than your competitors, but it also provides more information to your potential clients. As you can see in the example

above, there are plenty of ad extensions that you can use depending on your goals and your law firm’s particulars. 

7. Create a List of Negative Keywords

Just as you need relevant keywords to trigger your ads, you also want to identify negative keywords. In simple words, negative keywords are irrelevant searches for you and, thus, you don’t want your ads to appear when people are typing them. 

This is the mechanism that allows you to tell Google which search terms you don’t want your ads to appear for.

For example, we’ve seen multiple personal injury lawyers showing up for terms like “personal injury lawyer salary” or “personal injury job occupations”. 

These are negative keywords because people are looking for information about working as a personal injury lawyer, not hiring one. If your firm shows up for these searches, it’s a quick and easy way to blow your hard-earned ad budget.

As you can see, these types of keywords won’t generate leads or brand awareness. 

There are plenty of keywords that may waste your budget. For that reason, you should create a thorough list of negative keywords.

8. Design Relevant Landing Pages for Your Ads

As you may already know, when people click on your ad, they will be redirected to your website or a customized landing page. To increase the quality of your ads and the number of appointments, your landing page should be relevant to that specific ad. 

Let me give you an example. 

If a person clicks on a car accident lawyer ad, they expect the content of the website to be related to this legal matter. They’re not interested in a generic personal injury page that talks about dog bites, long-term disability and similar cases. 

The same goes for location. Check out the image below to see how we can re-use the same landing page and change the location so that the ad is relevant to local keywords.

Google also evaluates how relevant the content of the landing page is in relation to your ad copy. Although the content of your landing page is very important, don’t forget about the user experience. 

What I mean is that, on top of having relevant content, your landing page should also be fast, easy to navigate, mobile-friendly and have clear call to actions. Having these elements figured out will increase quality score and may help you decrease your costs. 

9. Improve Your Quality Score

Google search ads for lawyers work like an auction. The winners of the auction will have their ads displayed in the first positions. However, unlike regular auctions that are mostly based on who pays more, Google pay-per-click search ads are based on something called Ad Rank. 

You can extract better performance from your campaigns by ranking higher on the page, since ads near the top have higher click-through rates (CTR), which is a fancy way of saying your ads get more clicks.

To improve your Quality Score, you need to check:

  • Landing page experience
  • Ad relevance (copy)
  • Expected click through rate

10. Choose the Best Time to Schedule Your Ads

Another useful setting that you can implement in your PPC campaigns is scheduling your ads. The time you run your ads depends on what type of action you’re expecting your leads to take. Let’s take phone calls as an example.

So, a lawyer optimized his ads for phone calls, did an amazing job with his landing page and copy. He displayed his law firm’s number on the landing page and let his ads run all day and night, even after the law firm closes at 5pm.

A person sees this ad at 8pm, clicks on it and calls. No answer, so they go to voicemail. Perhaps they leave a voicemail, perhaps they move on to the next search result on Google. I don’t know what’s worse, losing that lead or having spent money on that lost opportunity.

For firms that use a 24/7 call answering service, this is a non-issue. But many don’t. Many lawyers benefit from scheduling their ads during business hours because it allows them to connect with their leads when they call.

However, if this is your law firm’s first PPC campaign, you may want to wait a few weeks before implementing a restricted schedule. This way, you can start collecting data to determine the best times to schedule your ads.

11. Use Local Services Ads (LSAs)

Google is all about user experience. In other words, they want to ensure that people using their products are satisfied with them. This is why they’ve rolled out Local Services Ads (LSAs).

For potential clients looking to hire a lawyer, Google will show them “trusted” attorneys in their area. Google will also provide them with quick information about the lawyer, such as reviews, phone numbers and business hours. 

With Local Service Ads, potential clients are not directed to a landing page. If they click on the ad, Google will provide them with more information about this lawyer and the law firm they work for. Instead, they will be able to call or message the firm. 

These new Google ads for lawyers charge you per lead, which is a great alternative to paying for clicks. So, if you want to do some experimentation, you should consider trying this option. 

12. Optimize your Ad Campaign’s Structure

The Google Ads platform is big and has many features to help marketers in their advertising campaign. However, it can be complicated to understand, which can lead to disorganization. This can increase your costs and harm your campaign’s success. 

Being organized seems like trivial advice. But trust me, good structure is key. We’ve seen messy PPC campaigns failing because the budget was being spent in the wrong places and people weren’t aware of it. It makes measuring performance, ongoing maintenance, testing and optimization more difficult.

Here are some things you can do:

  • Provide a descriptive name for each ad campaign: naming your campaign is not the moment to get creative. Be as clear and descriptive as possible, so next time you track your ads, you know what you’re looking for. You can name your campaign based on: the type of case, objective, campaign type and bid strategy (if you’re doing some experimentation with your bid). So, it would look something like: “Car accident – Leads – Search – Manual Bid”. 
  • Organize your ads and keywords into ad groups: each of your ad groups should contain specific keywords and ads for a type of case. For example, family lawyers can have ad groups for divorce, child support, spousal support, adoption and child custody. As you can imagine, the copy and keywords used for these types of cases will be different. So, it’s best to keep them separate. 
  • Prepare specific ads for each adgroup: a person that is looking for an adoption lawyer is unlikely to be interested in a divorce ad. This way your ads can have specific and relevant copy for the type of cases you want to advertise, neatly organized into groups.