Running a Google Ads campaign in the legal industry can be distinct from other industries due to high competition, info-seekers, and other issues. We’ll break down some of the key strategies I’ve learned working with attorney clients to maximize your Google Ads performance for your law firm.
1. Start with Negative Keywords
One of the most common mistakes lawyers make when running Google Ads is allowing their ads to show up for competitor searches. Many people searching for a law firm by name are looking for a specific lawyer, not shopping around. To avoid wasting money on irrelevant clicks, add competitor names as negative keywords from the start. This will help you refine your targeting and ensure you’re attracting potential clients—not people who are searching for a specific attorney.
You may be able to convert these searchers to become your client but the percentage will be lower since they are likely already interested in a competitor since they searched their name. Competitor name searches are an issue in all industries, but it seems to be worse in attorney campaigns. You’ll probably have to add competitor names as they show up in Search Terms for the first few months, but adding many of them from the start will get you off to a more efficient start with your new campaign.
2. Focus on Transactional, Not Informational Keywords
Many law firms waste their ad spend on broad, informational keywords like “what are divorce laws in my state” or “employment law basics.” While these terms can often generate cheap traffic, they don’t necessarily attract clients who are ready to hire an attorney. Instead, prioritize transactional keywords FIRST such as “immigration lawyer near me” or “best personal injury attorney.” While these may have a higher cost-per-click, they typically result in higher-quality leads and a better return on investment.
If you get to the point of maxing out the transactional keywords, you might start a separate campaign focused on informational keywords to bring in more volume. I’ve had some success with informational campaigns so you shouldn’t discount them completely. Just don’t make them first priority and don’t mix them with transactional keywords.
3. Optimize Your Law Firm’s Website
A well-optimized website can make or break your Google Ads campaign. Legal clients are more likely to visit your site, read about your experience, and check your reviews before making a decision. Your website should:
- Have a clean, professional design
- Display clear calls to action (e.g., “Call Now for a Free Consultation”)
- Feature testimonials and case results to build trust
- Be mobile-friendly and fast-loading
I go into more detail about quality websites in the video above while showing real examples of lawyer website.
4. Implement Call and Live Chat Features
Law firm leads often convert best through direct communication. Having a phone number prominently displayed on your website and a compelling, simple form to fill out are both good calls to action . Additionally, integrating a live chat feature allows potential clients to get quick answers before making a call. Firms that respond quickly to inquiries see better engagement and higher conversion rates. So if you’re running a high volume campaign and have someone to answer questions, consider testing out live chat on the site with services like Tawk.to or Help Scout.
5. Track Revenue, Not Just Leads
It’s easy to track how much you’re spending per lead, but do you know how much each lead is worth? Many law firms fail to track revenue generated from Google Ads properly because it’s not very simple. You need to use a CRM or some manual tracking to monitor lead quality and revenue per case. This allows you to optimize your campaign based on the actual return on investment rather than just the cost-per-click or cost-per-lead metrics. Since this can be time-intensive, this may be something you do quarterly or yearly. I talk about using a tool like CallRail to help you track revenue to leads in the 2nd half of this video.
Final Thoughts
Google Ads can be a game-changer for law firms if executed correctly. By focusing on negative keywords, transactional searches, website optimization, lead tracking, and direct client communication, your law firm can improve its advertising efficiency and attract high-value clients. If managing your own Google Ads campaign feels overwhelming, consider hiring an expert like ME to handle it for you.
Need help optimizing your Google Ads campaign? Reach out today to get expert guidance and maximize your advertising success! More info on my PPC management here.