Skip to content

PPC for lawyers? 10 tips

Google AdWords is a great tool for lawyers. It’s easy to use, and you can get your ads on the first page of Google results for most searches within just a few hours. However, PPC isn’t always easy to set up or maintain—especially if you’re not a marketing person. This guide will cover 10 tips that can help you boost your PPC efforts so that your ads are ready to convert when someone sees them!

Put your keywords in your ad.

According to Google, the most important element of an ad is the title. This statement couldn’t be more true for PPC ads and it’s a good idea to put your keywords throughout your ad copy as well. You want people who are searching for “best personal injury lawyers in Ohio” to see your ad pop up, so make that happen by using the phrase “best personal injury lawyers in Ohio” in your headline, description and call-to-action (if you have one).

Also keep in mind that you can use different variations of your keywords throughout each section of the ad:

  • Keyword: Personal Injury Attorney
  • Ad Copy: Are you looking for a personal injury attorney? Call our office today!
  • Title: Best Personal Injury Lawyers In Ohio – We’re Here To Help You Get Back On Your Feet Again!
  • Display URL:

Use reviews in your ad copy.

When writing ad copy for a PPC campaign, you should use reviews in your ad copy.

You can use any kind of review here: a happy client’s review, a not so happy client’s review, competitor’s reviews and even expert opinions.

Create a defined page to send traffic to.

  • Define the purpose of your landing page.
  • Make sure it is optimized for mobile users.
  • Design it to convert.
  • Make sure it has a clear call to action and purpose.

Create an ad that works on mobile devices.

The best practice for creating a PPC ad for mobile devices is to make sure it is responsive and easy to read.

To do this, you need to make sure your font size is not too small. You also need to make sure the text is large enough so that people can easily read it on their phones or tablets.

You also want your clickable links in the ad copy be easy to click on with one finger (and two fingers if possible), as opposed to having multiple links that are hard press together by accident when trying to press one link at a time.

Use keywords that focus more on the client and less on a legal term.

The first thing to remember is that you shouldn’t use keywords that focus on the legal term, but rather on the client.

Use a keyword like “family law,” for example, which searches for lawyers who handle family law cases. This is too general—you don’t want to be lumped in with all other lawyers who handle this type of case! Instead, you want to include keywords that focus more specifically on your clients—for example, “child custody.”

This will help you narrow down who your ideal client is and how they search for lawyers in their area.

Take advantage of local targeting.

Local targeting is a great way to target people in your local area. It’s also a great way to target people who are already looking for your services. And, if you’re using PPC ads to generate leads and appointments from people who don’t know about your practice yet, local targeting can be used to increase your conversion rate.

This makes sense: if someone is searching for legal help in Chicago, then it would make sense that they have some interest in finding an attorney based in the area. The same goes for any other city or town; if someone is searching for legal help near where they live, then their intent level will be higher than that of someone just randomly looking at search results (or even worse—someone searching while visiting another city).

Keep a tight ad group structure.

One of the most important factors to consider when setting up your campaign is your ad group structure.

Ad groups are the foundation of your PPC account and serve as a container for keywords, ads, and landing pages.

A strong structure makes it easier for you to manage large amounts of data, helps you avoid problems with ad delivery, and increases overall performance by creating more relevant and targeted ads.

You can read more about why good ad group structures matter here:

Use extensions to make the ads stand out better.

There are other types of extensions you can use to make your ads stand out, including call extensions and sitelinks. With Call Extensions, you can add a phone number that people can click on to call directly from their search results page. Sitelinks are another type of extension that will put links under your ad text so it looks like there are more than five ads for the same keyword (this helps users see that the search results are relevant). For example: “Dentist” with sitelinks might show up as “Dentist in Orlando”, “Orlando Dentist”, and “Best Orlando Dentists”.

Use retargeting and remarketing if you don’t have enough conversions for Google Analytics to track you yet.

If you’ve been advertising with Google AdWords, Facebook Ads or Bing Ads, you can use retargeting to continue reaching people who have already visited your website.

Retargeting involves showing ads to individuals who have visited your site (whether it was a landing page or not) so that they are reminded about the content they saw on the site and encouraged to take action. This is an excellent strategy for lawyers because it lets them capture more leads without having to spend a lot more money on advertising costs.

The easiest way that lawyers can set up retargeting campaigns is by using Google’s AdWords account and creating a remarketing list from their ad groups or campaigns. By signing into their AdWords account and then clicking on Audiences in the left-hand column of their dashboard, lawyers will find the option called “Create audience based on visit” which allows them to create custom audiences based on people who have visited their website within 30 days after visiting it at least once within those 30 days.”

Don’t pay for clicks that don’t convert!

You can’t know if your ads are working if you don’t track conversions.

When it comes to PPC, this is a big deal. If you’re not tracking conversions, then how do you know if your ads are driving business? You won’t be able to tell whether or not they’re performing well—and that means that the money being spent on clicks could be going down the drain.

But what exactly is a conversion? In this context, we’re talking about when someone takes an action (like making a purchase) after seeing one of your ad campaigns on Facebook or Google Adwords. For example: Someone sees an ad for “Donald Trump’s presidential campaign 2020” and signs up for email updates from Donald Trump’s team. That person has taken action (they’ve signed up), so they’ve converted!

Now that we understand what conversion means in this context, let’s talk about how many conversions need to occur before you get an accurate picture of how well your PPC campaign is doing. The answer depends on many things like industry type, budget size and other factors such as geographic location etc., but generally speaking I would recommend having at least 100 conversions over six months before deciding whether or not it’s worth continuing with PPC advertising.”

PPC for lawyers is hard, but there are things you can do with your ads to help them convert better

PPC for lawyers is hard, but there are things you can do with your ads to help them convert better.

  • Make sure the landing page answers the user’s question. There’s an old adage that goes: “It doesn’t matter what you say on your website, as long as it isn’t wrong.” This is true when it comes to PPC ads; however, it doesn’t mean that you should just throw up any old landing page that has nothing to do with the ad itself. The landing page should answer the questions raised by the PPC ad and provide value in some way so that people will stay on your site and find out more about what you offer.


PPC advertising is a difficult (and expensive) process, but it’s definitely worth it if you’re looking to grow your law firm. We hope that our tips were helpful for you in understanding how this works and how to make your own ads better. If there are any other questions or concerns feel free to reach out!

1 thought on “PPC for lawyers? 10 tips”

  1. Pingback: The Best PPC Services for Lawyers? -

Leave a Reply

Your email address will not be published. Required fields are marked *