How I Will Use Google Ads to Get Your Law Firm More Business

Purpose of marketing for law firms

As an attorney, your goal is to get clients, not maximize website traffic. And a basic rule of getting client is that you want to attract people who are ready, willing and able to avail themselves of your legal services - not “tire-kickers”. That way, you won't spend money on ad views by users who don't engage with your ad and so don't become clients.

Successful Google Ads campaigns will take care of that. That's where I come in. You run and grow your law firm, win cases for clients. I'll run your Google Ads, and we'll both make money.

Google Ads work for lawyers because:

They appear near the top of search results when users type queries into the Google search engine.
They reach clients actively looking for a lawyer. More than 60% of people looking for legal services click paid ads when those ads match their search intent.
You can target clients by location, day/time, demographics and practice area.
You control your daily advertising budget, bids, and schedule.
You pay Google only when someone who is looking for services like yours clicks on one of your ads and visits your website.
Results are measurable: detailed analytics enable you to track campaign results and make marketing decisions based on hard data.
Although legal services is a very competitive market - especially for practice areas like personal injury and product liability - properly managed Google Ads campaigns can produce a high return on your marketing investment - better than that of other online and offline media.

Pros and Cons of Google Ads for Law Firms:

Pros:

Fast visibility and lead flow - your ads can go live in hours, although it does take time and data to optimize your campaigns
Precise audience targeting by location, device, time, audience traits, interest, browsing activity, and more
Measurable cost per lead, conversion rate, and ROI
Ability to test messaging, ad formats, and landing pages continuously

Cons:

Can be expensive - legal services has the most expensive keywords of any industry.
If campaigns are not optimized and maintained properly, you can waste ad spend on non-converting clicks.
Setting and forgetting ads will result in diminishing return on ad spend over time - campaigns have to be kept fresh.
Historically, Google Ads costs-per-click have consistently risen over time.

Best Google Ads products for attorneys:

Google Search Ads appear prominently in Google search results when potential clients do queries seeking legal services.
Google Local Services Ads target local prospects looking for a lawyer. They appear in Google search results and on Google Maps. A unique feature of this Google Ads product is the “Google Screened” badge which firms that meet Google's high quality standards can display on their website.

How Google Ads works:

Google Ads uses a “pay-per-click” (PPC) model, which means you pay an amount- based primarily on the competitiveness of the search term - each time a prospect clicks through to your website from one of your ads. There is no charge for impressions (ad views) - only for clicks that produce a site visit.

Google Ads is used by 98% of businesses worldwide that do pay-per-click advertising, because it reaches people who are searching for what they're selling - with an all-industry mean conversion rate of 6.06% and return on investment of 200% in 2024.

2024 Legal Services PPC Search Benchmarks (LocaliQ, 2025)

Clickthrough Rate: 4.76%, ranging from 4.51% (Criminal LAw) to 6.23% (Bankruptcy Law)
Cost per Click: $9.21, ranging from $7.69 (Family Law) to $12.30 (Criminal Law)
Conversion Rate: 7.00%, ranging from 5.45% (Personal Injury Law) to 13.56% (Bankruptcy Law)
Cost per Lead: $111.05, ranging from $72.24 (Estate & Probate Law) to $159.17 (Personal Injury Law)

Note that these statistics don't take into account lifetime client value, which can be much higher for law firms than for most other kinds of businesses.

How to avoid wasted clicks on your ads

In a Google Ads campaign, you bid on keywords. Google will show your ads to its users when they search on the keywords you choose, and variants of them. Very broad keywords like "maine lawyer" will produce many website visits - for which you pay Google - but few paying clients. Very specific keywords - keywords that closely match your legal specialties, like "bath me divorce lawyer" or "best divorce lawyer near me" - will produce fewer site visits (hence less Google spend) but more paying clients.

My Google Ads campaign management pricing

Unlike in the traditional agency model where the management fee is charged as a percentage of your media spend, my management fee stays the same regardless of how much you spend with Google. That way I'll have no incentive to spend more of your money on Google click charges, but will instead work to get the biggest possible return for you from your Google campaigns

Once your Google Ads campaign is up and running, you'll pay only (1) Google click charges for clickthroughs to your website from your Google ads, and (2) my modest flat monthly fee for ad creative, ongoing campaign management, and reporting. Plus, all the work that I do is unconditionally 100% money-back guaranteed to satisfy you.

Here is an outline of what we do when setting up and running Google Ads campaigns:

Define your goals and budget: e.g. cost per new client, monthly lead targets, total spend cap.
Keyword and audience research: focus on high-intent terms (e.g. "accident lawyer near me," "file bankruptcy cost") and relevant audience segments.
Create compelling ad copy and creative that emphasize benefits, guarantees, calls to action, credentials, reviews
For each ad, develop landing pages with corresponding messaging, trust signals, clear calls to action, and mobile usability
Set up tracking, attribution and conversion measurement
Launch campaign and monitor it closely, adjusting bids and measuring performance of messaging, creative formats, and audiences
Scale up what works, stop what doesn't.

Get started today!

Contact me to begin creating your first Google Ads campaign focusing on a few key markets, set a budget you're comfortable with, and start getting more clients and bigger fees.