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Google Ads for Law Firm Marketing – Best Step-By-Step PPC Guide for Lawyers 2023

Google Ads for law firm marketing is a quick and effective way to advertise and grow your law firm. Google’s pay-per-click ads can help your law firm land one of the top spots on Google search listing pages. Google Ads’ strong targeting capabilities allow you to reach clients in need of the legal services that offer. This will help your firm generate more clicks and create high intent leads. This article will walk you through the steps of creating your Google Ads account, customizing the settings of your campaign, and creating and writing your Google Ads.

Google Ads?

Google Ads is Google’s online advertising platform. Google Ads appear at the top spots of Google search result pages. Businesses pay Google to have their business’ ads displayed to users who are in need of the services their business offers. Google ads are quick to reach users the moment they search for keywords related to products or services like yours.

A key component of Google Ads is that businesses only pay for their ads when users click on them, call their business, or visit their website. This is why the keywords you target are important, you only want your ads to bring in high-intent clicks and leads for your business. You also get to set your average daily and monthly budget.

Below are examples of Google Ads that show up when you search “law firm for divorce”:google ads for law firm marketing

Why Google Ads for Law Firm Marketing?

Google Ads is a highly effective way to reach clients that are in need of the legal guidance and services you offer. You can grow your law firm business by bringing in new litigants and generating high-intent leads for your business using Google Ads marketing.

Using relevant keywords will push your ads to be displayed in front of users looking for legal advice and services like yours. If your law firm has lawyers that specialize in specific cases you can target keywords related to those cases. For example, if you specialize in divorce cases you should target keywords like “specialty law firms for divorces,” “law firms divorce attorney,” or “family law divorce lawyers.” When your ads target relevant and high-intent keywords you can bring in new clients to your practice and generate more clicks and leads.

If you are a lawyer that specializes in personal injury cases, then check out our Google Ads for Personal Injury Lawyers guide. Or check out out our Google Ads for Criminal Lawyers guide if you are a prosecuting attorney or defense lawyer.

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How To Create An Ads Account

If you need to create a Google Account you can do so at ads.google.com. You will need to be signed into a google account.

Then click on one of the Start Now buttons in blue.

click start now to create your google ads account

Next, you will be asked to choose the main advertising goal of your campaign. Instead, select Switch to Expert Mode. The Switch to Expert Mode button is at the bottom of the page in blue font. By switching your account to expert mode it will give you more authority over the settings of your campaign.instead of choosing from the options provided, select switch to expert mode at the bottom of the screen

Next, select create an account without a campaign in blue, do not choose any of the options provided.

select create an account without a campaign in blue

Ton finish creating your account, you will need to fill out your law practice’s business information. 

confirm your law firm's business information

Law Firm Landing Pages

When users click on your ad they will be directed to a page on your website called the landing page. The landing pages in your ads should be about a specific topic or for your firm, lawsuits. Your landing page should have a strong call to action, as it is a great place to collect leads for your firm.

When creating your ad groups consider creating different landing pages for each ad group. Each landing page should be created and customized for the different legal matters you are advertising. When you have different landing pages for each ad group, you are able to provide your potential litigants with the most relevant information. The more relevant information you can provide in your ads and landing pages, the more likely they will turn into leads and clients for your firm.

For example, if a user is searching for a law firm that can help with family law then your landing page should contain information about popular cases like divorce, child custody, or domestic violence cases. You should also include a call to action on your landing page. This gives you an opportunity to turn your landing page visitors into leads for your firm. You can offer new clients a free consultation with a lawyer in exchange for their contact information.

Starting Your Law Practice Ad Campaign

Select, New Campaign, in Google Ads to start your law firm campaign.

On the next page, from the options Google Ads has given you, select Create a campaign without a goal’s guidance.

choose to create your campaign without a goals guidance

Campaign Type

Choose Search as your ad campaign type.

select search as your google ads for law firm marketing campaign type


Next, select the results you hope to gain from this campaign from the three options provided. As a law firm looking to increase your client base and grow your firm, phone calls and website visits.

choose the results you want from your campaign

Campaign Name and Ad Networks

Make a name for your ad campaign. In the Networks section, both Search and Display Network will automatically be selected. But ONLY have Search Network selected.

create a camapign name and choose the right network

Ad Dates & Ad Schedule For Lawyers

Next, you can set a start and end date for your Google Ads for law firm marketing campaign. Keep in mind, your ads will run until you enter an end date for your campaign. In the same menu, you can create an ad schedule for your campaign. These are the times you want your ads to run.

As a Law Firm, you may want your ads to run the same hours your firm is open. Only running your ads at the same time as your office hours will give you time to nurture any leads your ads generate. This will avoid you missing out on any leads your ads may collect after your firm is closed. If you take too long to nurture any leads, you may miss out on potential clients for your firm.

set your ad dates that you want your ads to run and create an ad schedule

To be confident that the ad schedule you created is helping your ads produce positive results, you can test different ad schedules. After you have enough data from your different ad schedules, you can choose which ad schedule works best.

Do not change the settings in the Campaign URL Options and Dynamics Search Ads settings.

Location & Languages of Litigants

Next, enter and set the location and language for your ads.

set the language and location you want your google ads for law firm marketing campaign to target

Law Firm Marketing Budget & Bidding

In the next step of customizing the settings for your ad campaign, you will need to set your average daily and monthly budget. You will also need to choose the bid strategy for your campaign.

Keep in my mind if you have a smaller budget for your campaign, you will need to target more specific and granular keywords. This is to ensure that your ads reach relevant individuals who are actually in need of your legal advice and services. If you have a bigger budget for your campaign you can target much broader keywords in your ad groups.

set your budget and choose the best bidding strategy

Ad Rotation & Conversion Tracking

Click on the More Settings list under the budget and budding section to customize more settings of your ad campaign.

In the ad rotation section the “Optimize. Prefer best performing ads,” will be selected. Instead, switch your setting to “Do not optimize. Rotate ads indefinitely.” Rotating ads indefinitely will make Google push out all your ads equally.

In the next section, you can set up conversion tracking. Conversion Tracking can help identify which ads and keywords are performing better and more successfully for your business.

set up conversion tracking and choose to not optimize your ads

Ad Extensions

Did you know that the larger your ads the more likely users are to click on them? There is evidence that proves users are more likely to click on larger ads that appear on their search result pages. Ad extensions can help you enlarge your ads by including more of your business information in them.

create ad extensions for yor google ads for law firm marketing ppc campaign
In your ad, you should include a call extension. This extension is very easy to include and takes little to no time but is very beneficial. A call extension makes it easier for a potential client to call your law firm by simply clicking a button.

You should also include sitelink extensions. Sitelink extensions allow you to include extra relevant links in your ads. For example, if your ad is about family law, then you can include links to pages on your websites about divorce cases, child support cases, or child custody cases. You could also link to a page on your website that includes client testimonials. If potential clients see that you have helped other families then they may feel more confident and trusting towards your law firm.

Need help creating extensions for your Google Ads for law firm marketing?

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Below is an example of a law firm ad that uses both call extension and sitelink extensions.

law firm ad that uses both call extension and sitelink extensions. 

Ad Group Name & Keywords for Lawyers

Next, you will need to come up with a name for your ad group and include the keywords you want to target in that ad group. Both your ad group name and keywords should be about one service or product from your business. Keeping your ad group name and keywords consistent with each other will help your campaign provide users with the most relevant information to what they need.

The keywords you target are the keywords that will cause your ads to display on the search result pages. This is why the keywords in your ad groups should be popular keywords that users search when looking for services like yours.

For instance, if your ad group name is Law Firm – Family Law, then you should enter keywords like, “child custody lawyer,” “law firm for divorce,” or “family law law firm cases.” The keyword you decide to include in your ad group should be keywords that users may search when search for a family law lawyer.

create an ad group name and enter keywords to target

Accessing & Using The keyword Planner Tool

If you would like more help choosing the best keywords for your ad group, you can use Google Ads’ Keyword Planner tool. The keywords planner tool will show you the most popular keywords that users use when searching for the services or products you offer. It will also give you helpful insights about each keyword, like the number of searches the keyword receives monthly.

In Google Ads, select, Tools and Settings to access and use the keyword planner tool.

click on tools and settings icon in google ads

Choose “Keyword Planner” under Planning.

under planning, select the keyword planner tab

Now, click on the “Discover New Keywords” box.

choose the discover new keywords box

In the next step, enter the keywords that you want to target, your location, and your website domain. Try not to be too specific when entering these keywords. Lastly, click “Get Results.”

Google will then show you a list of popular keywords that users are also searching for when they are looking for the kind of legal services your firm offers.

Still not sure which keywords you should be including in your ad group?

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Creating Your Google Ads for Law Firm Marketing

Next, you will set your final URL, which should lead users to a landing page about a specific topic when they click on your ad. You will also create your display path, write your ad headlines and ad descriptions.

Before, you begin writing read our article How To Create A Successful Google Ads Text Ad, for more information and secrets to creating a successful Google text ad.

Final URL & Display Path

The final URL is the landing page your visitors will be directed to when they click on your ads. This landing page should be about the specific legal help your potential client is in need of. If you direct your clicks to a page not related to their search, they may click off your ad and seek legal help from your competitors.

The purpose of the Display Path is to give visitors an idea of the information they will see when they click on your ad. Like in the example below the user can assume that if they click on your ad they will be directed to a page about family law, but more specifically divorce cases.

google ads for law firm marketing final url examples

Ad Headlines for your Law Office

Writing strong and persuasive headlines is key to getting visitors to click on your ads, as they are the first thing that visitors in need of your services will see. In your ad headlines, you should include a call to action, so people are persuaded to take action. Also, make sure you include relevant keywords.

google ads for law firm marketing ad headlines examples
Law Firm Ad Description

Your ad description should also include keywords and a call to action just like your headlines. It makes your ads appear more relevant to the type of legal services the client is in need of. Your ad description should also promote benefits and details of your law firm practice that competitors may not offer.

In your description be sure to also include a call to action. If you offer your clients a free consultation you can include that to stand out amongst your competitors. For example, “Call Today For A Free Consultation,” or “Free Case Evaluation, No Commitment. Call Now.”

You can also include credentials, like “More Than 3,000 Satisfied Clients” or “1,500+ Successful Cases.” Showcasing your successes and client satisfaction will give potential clients another reason to call your law firm.

google ads for law firm marketing ad description examples

Ad Preview

You can also see a preview of what your ads look like before you publish them. You can preview them on a mobile device and desktop device.

Desktop Preview

google ads for law firm marketing desktop preview

Mobile Preview

google ads for law firm marketing mobile preview


After Your Ads Are Published

Once your ads are published and running you should be checking on their performance regularly. This will help your campaign generate high-intent clicks while also saving your campaign money.

An important thing to check regularly is your Search Terms list. This is where you will see all the search terms users have searched that cause your ads to show up in their search results. If you see any keywords that are not relevant to your ads and you do not want your ads to show up for then you can add them to your negative keywords list.

Your Negative Keywords list is a list of keywords that you block your ads for showing up for. This helps your ads reach relevant customers and avoids any unintentional clicks.

How To Add To Your Negative Keywords List

First, you will need to check your search terms list. To do so, click on keywords on the left tab on Google Ads.

click on the keywords tab

Then, click on Search Terms. Review all your words and decide if there are any words you do not want your ads to show up for.

from the dropdown list under keywords, select the search terms tab

Next, to access your negative keywords lists, click on the Negative Keywords tab on the left bar.

mext, click on the negative keywords tab

Click on one of the blue plus signs to add your keywords.

click on one of the blue plus signs to add negative keywords to your list

Enter all the irrelevant and undesirable keywords in the box. For example, you may notice your ads are popping up for keywords like case studies, books, or school. Add those in your negative keywords list so that your ads are not showing for individuals that are not truly looking for your services.

negative keywords list example for law firms



If your goal for your law firm is to grow your practice and increase your client base then Google Ads for Law Firms is the perfect way to achieve this. You can help create profitable ads for your law firm while also helping litigants in need of the legal advice and services you offer.

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