Full Service Google Adwords Management For lawyers

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Our profit-focused Google Ads experts have helped hundreds of law firms bring in more qualified leads at a lower cost. Let us help you do the same.

Learn what campaigns are leading to conversions at your firm, and which are not worth your time and money.

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Find out how we saved OPR Disability Law $96k per year on google ads. Get our playbook and proven strategies we use for law firms.

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Our approach to Google Adwords for law firms.

We help companies scale their strategies across multiple channels to drive more revenue, more quickly, without cutting corners.

Research & Discovery

You talk, we listen. We want to learn as much about your business as possible, including the intricacies of your target audience, your profit margins, and the lifetime value of your customers.

Competitive Research

We come to the table with a healthy respect for the competition. Not only do we take the time to really understand your industry and who the different players are, we also use industry-leading software to research and analyze the digital advertising footprint of your competitor campaigns.

Account Analysis

The most valuable asset available to us is your historical account data. We’ll parse through this vast amount of data in search of valuable trends that will guide our strategy. Google Ads management without a deep historical and competitive analysis is simply not doing the job right.

Strategy & Campaign Build

We take all of our research and analysis and translate it into an effective PPC strategy. With unrivaled attention to detail, we’ll construct campaigns that maximize profitability and are enabled to scale.

Optimize Grow Repeat

As your Google Ads campaign performance data rolls in, we will make changes and pivot where necessary. We’ll bring a proactive approach as we A/B split test new ideas and seek new opportunities for growth. Every client that comes to us for ads management can see enormous improvements in their ROI if their campaigns were thoughtfully and analytically optimized.

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Adwords For Lawyers 101

Everything a law firm needs to know about running ads on Google. 

Mastering AdWords for Lawyers: The Essentials

Pay-per-click (PPC) advertising is a cornerstone of modern legal marketing strategies, yet its intricacies often remain perplexing. Let’s better understand this powerful tool. In essence, PPC involves online advertisements where you, the advertiser, pay a fee each time your ad is clicked. It’s a straightforward concept: no clicks, no charges – ensuring cost-effectiveness and precision in your marketing endeavors.

While a plethora of platforms offer PPC services, Google Ads reigns supreme, particularly in the legal arena, commanding a staggering 93% share of online searches. When you begin a lawyer-centric PPC campaign, you’re strategically positioning your ads to align with search interests, seamlessly guiding potential clients towards your services.

The allure of PPC lies in its trifecta of virtues: intentional targeting, immediacy, and measurability. By precisely targeting your audience, you’re not just casting a wide net – you’re casting the right net. This means your ads reach individuals actively seeking legal assistance, increasing the likelihood of conversion.

Moreover, PPC delivers instant gratification. There’s no waiting around for results; you witness engagement in real-time, allowing for agile adjustments and refinements to optimize future campaigns. This agility is key in navigating the ever-evolving digital landscape and staying ahead of the competition.

In a competitive digital realm, cutting through the noise is imperative. PPC acts as your beacon, guiding potential clients through the clutter straight to your digital doorstep. It’s not just about being heard; it’s about being heard by the right ears at the right time.

So, if you’re ready to unlock the full potential of PPC for your law firm, you’re in the right place. As the premier Google-Ads-for-lawyers marketing agency, we’re here to guide you every step of the way, ensuring your voice resonates loud and clear in the digital cacophony.

 Why Choose AdWords for Lawyers?


Let’s reframe the question: Why wouldn’t you? In today’s digital age, the legal landscape is shifting. From search engine queries to social media interactions, people seeking legal services are navigating the digital realm more than ever before.

In this era of instant gratification, a Google Ads campaign is your ticket to meeting potential clients right where they are: online. With PPC ads prominently displayed at the top of search results, you have the ideal opportunity to capture attention and drive traffic to your services.

Picture this: Your ad atop the search engine results page (SERP), beckoning prospective clients with tailored messages. And the best part? You only pay when someone clicks on your ad, ensuring cost-effectiveness and maximizing your return on investment (ROI).

In essence, a well-crafted Google Ads campaign is an invaluable asset for law firms. But a lackluster or misaligned ad does more harm than good. Legal marketing isn’t just about profits; it’s about delivering justice and empowering clients.

To effectively reach the injured, the wronged, or the criminally charged, you need a strategic approach that optimizes performance and resonates with your target audience. And that’s where we come in. As the premier Google-Ads-for-lawyers marketing agency, we’re here to elevate your online presence and propel your firm towards success.

How Much Do Adwords For Lawyers Cost?

When a law firm first starts out with adwords usually the first question we are asked is how much uis this going to cost? Well, the answer is influenced by numerous variables tied to your campaign’s objectives and keyword strategies.

Your cost per click (CPC) varies depending on the keyword’s competitiveness and commercial intent. For instance, the keyword “lawyer” commands a hefty price tag, averaging over $54 per click. Similarly, other legal terms come with their own price tags, illustrating the fierce online competition in the legal sphere.


Regardless of the high stakes and soaring costs, PPC remains a beacon of hope for attorneys seeking maximum ROI. Here’s why: Google processes an astonishing volume of searches every second, minute, and hour. To ensure your ad stands out from the rest, selecting the right keywords is paramount.

Google Search Stats

  • Searches per second: 63,000
  • Searches per minute: 3.8 million
  • Searches per second: 63,000
  • Searches per minute: 3.8 million
  • Searches per hour: 228 million
  • Searches per day: 5.5 million

Reflected in the number above, crafting a winning PPC campaign demands more than a one-time effort. It requires a meticulous strategy focused on expanding your client base while balancing your budget. There’s no room for complacency; consistent refinement is key to securing leads and maximizing ROI.

Now, you might wonder: How can I optimize my PPC budget without hemorrhaging cash?

Fear not, for there are strategies to stretch your budget while ensuring your ads resonate with your target audience.

Firstly, leverage exact-match and phrase-match keywords to fine-tune your campaign’s focus, minimizing clicks from irrelevant users. Secondly, schedule your ads to appear when your audience is most active, optimizing visibility without overspending.

Furthermore, consider narrowing your ad’s geographical reach or targeting specific demographics to enhance relevance and efficiency. Lastly, invest time in thorough keyword research to pinpoint phrases that drive traffic to your site without breaking the bank.

By implementing these strategies, you can navigate the dynamic landscape of Google Ads for lawyers, ensuring your campaigns yield maximum results within your budgetary constraints.

Unlocking Success with AdWords for Lawyers

At our agency, we understand that keywords are the cornerstone of a successful Google PPC campaign tailored for lawyers like you.

Imagine what phrases a potential client might type into the search bar when seeking legal assistance.
For instance, someone might search for:

  • “Personal injury lawyer near me”
  • “Family law attorney in New York”
  • “Houston immigration lawyer”
  • “Patent attorney Los Angeles”

These keywords reflect the legal help sought and the location where assistance is needed. Strategically integrating such keywords into your PPC campaign forms the bedrock of your online marketing strategy.

Ever wondered how Google determines which ads grace the coveted spots on its search engine results page (SERP)? Let’s take a deeper look…

Google operates a dynamic auction system, swiftly analyzing bids, ad quality, and projected impact to determine ad placement. This means even with a modest budget, you can still thrive if your ad ticks all the right boxes.

Now, let’s talk about climbing the SERP ladder. Picture a user performing a Google search and landing on a SERP. Here’s where your firm’s visibility becomes of great importance. A well-executed PPC campaign can catapult you to the forefront of search results.

However, tread cautiously when crafting your ad copy. Be cautious of keyword stuffing – a common pitfall that can impede your ad’s performance. Instead, opt for a multi-ad PPC campaign tailored to your audience’s needs, delivering targeted messages without overwhelming them.

Remember, your goal is to resonate with potential clients by addressing their concerns. Avoid the temptation to overload your ad with keywords. Instead, focus on crafting compelling copy that speaks directly to your audience.

Need inspiration? Take a cue from your competitors’ ad copies and adapt strategies from diverse markets within your practice area. By striking the right balance and prioritizing user experience, you’ll set your PPC campaign on the path to success.

Maximize Your Legal Marketing Potential with AdWords for Lawyers

When it comes to expanding your online presence, there’s nothing quite like the power of PPC marketing tailored for law firms. With AdWords for lawyers, the possibilities are endless, and we’re here to guide you every step of the way.

You see, PPC campaigns aren’t just about reaching people in a specific location. They’re about precision targeting that goes beyond geographical boundaries. With AdWords for lawyers, you have the flexibility to fine-tune your campaigns to target users based on various parameters, including device type and demographics such as education level, marital status, and income.

But here’s the thing: deciding how to segment your PPC campaign is crucial to your success. By honing in on specific audience segments, you can tailor your campaigns to resonate with the right people, using keywords that truly capture their attention.

The true power of your PPC campaign lies in its ability to generate high-quality leads. Through strategic segmentation, we ensure that every click counts, delivering results that exceed your expectations.

So why wait? Let’s harness the potential of AdWords for lawyers together and take your online marketing to new heights. Reach out to us today, and let’s start driving meaningful growth for your law firm.

How to start building your first Adwords camapaign for your law firm?

So, you’ve made the savvy decision to integrate PPC ads into your law firm’s SEO strategy. Excellent choice! But before you dive in, let us walk you through the steps to launch, run, and optimize your Google Ads campaign effectively with AdWords for lawyers.


Step 1: Create a New Campaign and Define Your Goals

First things first, log in to your Google AdWords account. Navigate to your campaign dashboard and hit the “+ New Campaign” button to kickstart the process.

As you begin, you’ll need to set a clear goal for your campaign. This is where you specify the purpose behind your PPC efforts. For law firms, the primary objectives often revolve around generating leads or increasing sales.


Step 2: Choose Your PPC Campaign Type

Google Ads offer various placement options, from appearing on SERPs to display ads on websites and Google platforms. Opt for “Search” to ensure your law firm’s ads pop up on SERPs when users search relevant keywords.

Next, specify how you want potential clients to engage with your ads—whether it’s directing them to your website or prompting a phone call to your office.

Pro Tip: By default, Google Ads campaigns are set to “display” mode, potentially showcasing your ads beyond SERPs. However, for optimal results and budget management, consider opting out of the Display Network reach.


Step 3: Customize When Your Ads Will Run

Take control of when and how often your ads run. Analyze peak engagement times to schedule your ads strategically, ensuring maximum visibility during high-traffic periods.

Tailor your audience targeting to reach the right people at the right time. Narrow down geographic parameters, refine audience demographics, and leverage language preferences to optimize ad reach.


Step 4: Tailor Your Audience

Once more, your aim is to ensure your advertisement reaches the appropriate audience. It’s crucial that those who click on your ad are sincerely seeking legal assistance.

For many lawyers, this entails targeting individuals within a particular geographic region. When setting up your PPC campaign, you can specify the audience you wish to target.

Begin by refining your ad’s reach to people within your preferred location. You can restrict it to a specific city or define a narrower search radius.

Let’s say you’re running a medical malpractice law firm based in Baltimore, MD. You can instruct Google to display your PPC ad solely to users within a 5-mile radius of your office. Another option is to sync the search radius with the details provided in your Google My Business (GMB) profile.

Firstly, you’ll need to specify the audience you want your ad to target: those who frequently reside in your specified location, those who express interest in it, or both. Generally, it’s advisable to tailor your ad reach to individuals who regularly inhabit the geographic area you’ve defined.

It’s unnecessary to appear in Search Engine Results Pages (SERPs) for individuals contemplating a move to Baltimore or conducting legal inquiries about the area without any intention of seeking legal counsel.

Additionally, you have the option to exclude specific geographic regions from your ad targeting. This feature can be particularly useful if you’re based in a sprawling city like New York but focus solely on certain boroughs.


Step 5: Set Budget and Bidding Strategy

In a PPC campaign, you’re in control of your spending by setting a budget. Within your dashboard, you inform Google about your desired average daily expenditure.

Wondering how much to allocate for your Google Ads campaign? Concerned about being competitive with too little budget or overspending with too much? Consider the average cost per click (CPC) for your targeted keywords. For instance, imagine you’re operating a personal injury law firm in NYC aiming to attract more leads from accident victims.

A quick search reveals that the CPC for “car accident lawyers near me” in NYC is approximately $307.45 for top of page bid, reflecting the high volume and competition associated with this keyword.

This figure below helps in budget planning. Suppose you aim for 3 clicks daily from potential clients. That suggests a minimum daily budget of $922 to accommodate this goal.

Your actual daily spending may fluctuate, with some days surpassing this amount and others falling short (or even spending nothing). Your ad runs until your monthly budget is exhausted.

But what if your firm can’t commit that much to PPC? Explore alternative keywords with similar outcomes. Looking at competitor law firms and filtering keyword research results from lowest CPC to highest you can find keyword opportunities that carry decent search volumes and lower CPC.

Now, consider how you want to allocate your budget:

  • Maximize conversions from your ad.
  • Drive clicks and boost website traffic.
  • Optimize your impression share, ensuring your ad appears frequently compared to competitors’.

Impression Share (IS) can be particularly advantageous for personal injury lawyers, as being the first to receive a call often secures the best leads. However, IS usage in this field can be pricey, so approach it cautiously and monitor your campaign closely.

As you become more adept with Google Ads, you can explore manual bidding, expanding your options for the auction process.


Step 6: Select Keywords and Create Ad Groups

Your next task is to specify the keywords you want to target in your PPC campaign. Remember, keeping your campaign focused is crucial, and your choice of keywords will significantly impact its success.

Organize your keywords into different ad groups, keeping related topics separate. For instance, if you’re a medical mappractice firm, create distinct groups for birth injury and cerebral palsy phrases.

Google provides a helpful feature where you can input a competitor’s URL to find relevant keywords for your ad type. 

Alternatively, you can enter your primary keyword to discover related phrases and search terms.

Google offers options to refine how your ad utilizes keywords:

Phrase Match: By enclosing your keyword or phrase in quotation marks, you indicate that your ad should appear when that exact phrase is part of a user’s search query. For example, if someone searches for “best wrongful death attorney NYC,” your ad should appear if you’ve specified that phrase in your ad group.

Exact Match: This option is even more restrictive, ensuring your ad only appears when users enter the exact terms or phrases you’ve specified, without any additional text. For instance, if “wrongful death lawyer New York City” is in brackets in your ad group, your ad will only show up for that precise phrase.

Broad Match: Keywords without any special manipulation fall under this category. Your ad may appear for searches even loosely related to your ad, potentially resulting in clicks from users not necessarily seeking legal representation. This can be inefficient spending in your PPC campaign.

You can also instruct Google when not to display your ad by using negative keywords. For example, if you only handle cases in the five boroughs of New York City and nearby parts of the state, you might want to exclude generic searches like “New York wrongful death lawyer.”

Simply add a “-” before the keyword to make it negative. This tells Google not to display your ad for searches containing that term.

Exercise caution with negative keywords. In the example provided, “New York wrongful death lawyer” is designated as negative, ensuring your ad won’t appear for searches including more specific geographic indicators like Manhattan or Brooklyn.

In essence, take the time to carefully select your keywords and determine precisely when you want your ad to appear in response to user searches.


Step 7: Create Compelling Ads

Carefully select keywords relevant to your legal services, organizing them into distinct ad groups for streamlined management. Utilize Google’s keyword planner tool to identify high-potential keywords and refine ad targeting for optimal performance.

Here’s what’s involved:

  • Providing the URL where users will land upon clicking your ad.
  • Crafting concise headlines (maximum 30 characters).
  • Developing compelling descriptions (maximum 90 characters).

If you’ve chosen to include extensions, they’ll be visible in your ad preview. Consider integrating extensions such as your phone number, links to free consultations, or other helpful information to potentially increase your clickthrough rate by 15%.

As you construct your ad, Google will evaluate its quality. If your ad receives a low score, utilize Google’s guidelines to assess keyword relevance, ad text effectiveness, and other metrics that could enhance ad quality and performance.

If you’re unsure, you can review top-performing ads for your target keyword(s) using Google’s Ad Preview and Diagnostic tool. Simply enter a keyword to view ads that Google deems most pertinent and valuable to the search. Use this insight when building your Google Ad campaign.

Once you’re content with your Google Ad, submit it for approval. Once it’s live, you can track its performance via your Google Ads dashboard. Here, you’ll gain insights into metrics such as impressions, clicks, conversions, and costs.


Unlocking the Secrets to PPC Success for Law Firms and Attorneys

Ready to take your Google Ads campaign to the next level? Dive into these exclusive PPC insights tailored just for you and discover how to optimize your marketing efforts for maximum ROI.

PPC Secret #1: Master Google’s Guidelines

In the world of PPC, adherence to Google’s policies is paramount. Attempting to game the system with multiple accounts or shady tactics will only lead to penalties and lost opportunities. Stay focused on one well-managed account to maintain compliance and safeguard your campaign’s success.
Remember, the ultimate goal is conversion. Targeting potential clients in crucial decision-making moments of their legal journey is the essence of a successful PPC campaign. Violating Google’s rules risks not only your current campaign but also future endeavors, potentially costing you valuable placements and clients.

PPC Secret #2: Elevate Your Website Experience

Your law firm’s website serves as the cornerstone of your digital presence. Ensure it’s a beacon of relevance, engagement, and expertise to captivate potential clients. An outdated or inaccessible website can drive prospects straight into the arms of competitors.

Crafting a stunning website is only half the battle. Aligning it with PPC campaigns through strategic keyword integration is key. Monitor vital metrics like click-through rate, bounce rate, and time spent on site using Google Analytics to refine your online strategy continuously.

Consider the power of dedicated landing pages to supercharge your PPC efforts. By tailoring content directly to user intent, you create a seamless journey from ad click to client conversion, maximizing the impact of your campaigns.

PPC Secret #3: Prioritize Client Engagement

Respond promptly to inquiries and prioritize meetings with prospective clients within 48 hours of initial contact. Demonstrating responsiveness and dedication not only boosts conversion rates but also fosters positive word-of-mouth referrals, enriching your organic reach.

And don’t forget to track and measure your campaign’s performance diligently. Metrics like impressions, clicks, click-through rate, average cost per click, and conversion rate provide invaluable insights to inform future marketing endeavors.

Armed with these PPC secrets, you’re equipped to elevate your law firm’s online presence and drive tangible results. Ready to unlock the full potential of AdWords for lawyers? Let’s embark on this journey together and propel your firm to new heights of success.

Crafting Your Law Firm’s PPC Blueprint

Embarking on a PPC campaign without a clear plan is like navigating a labyrinth blindfolded. To steer your law firm towards marketing success, you need a well-defined roadmap. Let’s delve into the strategic steps you must undertake:

Step 1: Define Your Objectives

Your marketing journey begins with setting clear goals. What does success look like for your firm? Whether it’s boosting client acquisition, enhancing brand visibility, or increasing case inquiries, articulate your objectives upfront.

Step 2: Size Up the Competition

In the legal arena, knowing your rivals is crucial. Identify key competitors and dissect their strategies. What tactics are they excelling at? Where are they falling short? This competitive analysis arms you with valuable insights to inform your own PPC approach.

Step 3: Unveil Your Firm’s SWOT

A SWOT analysis is your compass in the marketing landscape. Condense your firm’s strengths, weaknesses, opportunities, and threats into a single statement. This holistic view empowers you to leverage strengths, address weaknesses, seize opportunities, and mitigate threats effectively.

Step 4: Allocate Your Resources Wisely

Budgeting is the backbone of your PPC endeavor. Determine your financial commitment, outlining initial investment and ongoing maintenance costs. Remember, effective budget allocation is the cornerstone of a sustainable and impactful campaign.

Step 5: Chart Your Timeline

Time is of the essence in the fast-paced world of digital marketing. Define the duration of your PPC campaign, allowing for flexibility to adapt to evolving circumstances. A well-planned timeline ensures you stay on track and capitalize on opportunities as they arise.

Step 6: Delegate Responsibilities

Teamwork is of utmost importance. Assign roles within your team, leveraging each member’s expertise to drive collective success. Effective management and collaboration are the linchpins of a cohesive and high-performing campaign.

Launching a PPC campaign for attorneys demands meticulous planning and unwavering dedication. Half-hearted efforts only squander resources and yield minimal results. Clients seeking legal assistance are actively searching for you, and a well-executed PPC strategy ensures they find you amidst the digital noise.

Do not rely solely on organic searches to attract clients. Take control of your firm’s trajectory by proactively engaging with potential clients through targeted PPC initiatives.

Remember, the digital battlefield is fiercely competitive. Perform your own initial observation by analyzing Google search results to uncover opportunities for improvement. Strategic insights and a detailed plan, allows for success in the competitive PPC landscape.

Enhance Your Legal Presence with AdWords for Lawyers

At Adwords for Lawyers, we partner with you to unlock the full potential of PPC marketing tailored specifically for law firms. We pride ourselves on being inquisitive, informative, and wholly dedicated to your success.

Our mission is to craft a comprehensive online marketing strategy that seamlessly integrates PPC services alongside essential law firm SEO initiatives.

We specialize in driving tangible results that translate into client acquisitions for your firm.
Our ideal client is someone who has begun to explore law marketing, possessing a keen understanding of SEO dynamics and the transformative impact of online visibility.

We cater to law firms nationwide, armed with experience spanning both California and New York.
From meticulously crafted PPC campaigns to cutting-edge website design, Adwords for Lawyers is your trusted partner in propelling your firm to new heights of digital success.

Ready to elevate your online presence? Reach out to us today to explore our bespoke PPC management services for lawyers and discover how our elite SEO solutions can catapult your firm to the forefront of online visibility.

Our doors are always open, and our team is on standby 24/7, poised to kickstart a winning PPC campaign tailored specifically to your law firm’s needs.

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