Else Do It

The Beginner’s Guide To Law Firm Google Ads

It’s time to dive a bit deeper and explore Google Ads.

We’ve all heard horror stories about PPC (‘pay per click’) campaigns. But, those people didn’t read this article. I’m here to save you the stress of throwing money into Google’s bottomless pockets. Instead, you will finish this article with a sound understanding of how to succeed at PPC.

Ready to get started?

As usual, it’s time to dive in!

Pay Per Click For Lawyers

You use Google, yeah? Of course you do. Ever seen the ads at the top of search results? Those are PPC ads. Click on them a billion times and turn your competitors broke. No! Don’t do that. Google won’t let that happen anyway. There are safety measures in place to stop that type of behaviour. Needless to say, I usually get a laugh out of my clients when I joke about it — coupled with a curiously raised eyebrow.

Pay Per Click is self-explanatory. How much will you pay? Google Ads determines this through its top-secret auction system. In a nutshell, you list the largest amount you’re willing to spend per click. The price per click is a reflection of factors, such as competition and traffic. When someone clicks on your ad, you pay a small fee.

The best way to explore PPC deeper is to engage a professional agency or have a go yourself. Either way, you’ll discover that there’s more to PPC than the budget.

For example, keyword analysis will ensure you are targeting the right leads. Otherwise, your ad will receive clicks from people who are looking for something else. Additionally, you’ll need compelling ad copy and professional landing pages. These factors increase the ‘bang for buck’ of your campaign.

Choosing The Best Keywords For Your Law Firm

This is important. Don’t skip keyword analysis. I’m super serious, okay?

Lawyer-related keywords can be rather pricey. Why? The LTV (lifetime value) of a client can be enormous. Thus, the price reflects the value.

Don’t jump in blind.

Google Ads will get you into the game, but Google won’t hold your hand.

Let’s look at what you need to know about keyword selection before creating your Google Ad.

Note: I have included the keyword symbols in the subheadings.

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Broad Match

This will target the keyword you selected AND other relevant terms. When I say ‘relevant’, I say it with a hint of sarcasm. That’s because Google likes to use a fair amount of ‘artistic expression’. In other words, your ad will spread across the internet like cane toads in Australia. (They found a few of them in Western Australia recently!)

Let’s say you are targeting Parramatta Family Lawyer. Your ad could show up in a search for Sydney Lawyer or even Lawyer. Google might even present your ad in a search for a competitor if they specialise in family law. This is generally not advisable because the user is probably not interested in your firm.

Do we recommend broad match keywords? Generally not. It’s too expensive and ineffective.


This is a better option. Why? It will help you get more targeted results. How? Your ad will only show up in searches that include MOST of the words you included (or very close variants).

For example: +parramatta+family+lawyer

(The plus symbol tells Google that you want a broad match modifier)

Your ad could show up in searches for ‘best Parramatta family lawyer’. It won’t show up for ‘Sydney family lawyer’. That’s because every word in your broad match modifier must be present.

“Phrase Match”

It’s all about the order of appearances.

Here’s an example:

“Parramatta Family Lawyer”

Your ad can show up in results for “Local Parramatta Family Lawyer”. It won’t show up for “Family Parramatta Lawyer”. That’s because the order of words is different.

I like the phrase match option because it’s more precise. It will yield fewer searches but that’s often a good thing, especially in a competitive market.

[Exact Match]

Enough said, right?

This is a great option for a competitive marketplace with a high CPC (cost per click). Especially if you are offering a specific product or service.

If a user searches for a Parramatta Family Lawyer, they might see your ad. If they search for anything else, they won’t see your ad.

Negative Keywords

This feature lets you remove your ad from unwanted search results. If you aren’t using [exact match], you might notice your ad showing up in

This lets you remove your ad from specific search phrases, whilst maintaining flexibility. For example, if you use “broad match”, your ad might show up in searches for “cheap lawyer”. You can opt-out of this search phrase by adding a negative keyword.

Here are a few negative keywords you should include:

  • Free
  • Cheap
  • Pro-bono
  • States you don’t practice in
  • Surrounding cities that you don’t accept clients

Yes, you can target visitors based on geography. Despite this, it’s a good idea to add negative keywords based on location.

Want to take this to the next level? Use negative keywords to remove your ad from areas of law that your law firm doesn’t practice in.

How To Create An Eye-Catching Google Ad

Else Do It

Every digital marketing agency wants you to believe they are masters of copywriting. This is despite the clunky copy on their website and ‘odd’ choice of language. Some of them throw in expletives and think that’s what ‘copywriting’ is. Thanks, Mark Manson!

Writing a great ad copy is an art form. It isn’t meant to be easy. If it was, everyone would do it well. Reading sales material would also be a lot more enjoyable.

Put yourselves in the shoes of your client — what do they want to read? The answer to that is: ‘probably not much’.

So, what now?

Ensure your headline is on-point and your copy includes relevant keywords. Google will appreciate the extra effort.

I’ve found success in modelling high-quality copywriters. If it jumps out, I figure out why then I try a similar approach.

Don’t fret. Like most skills, writing ad copy takes time. Experiment and stay strong. The answers will come.

Why Can’t Someone Else Do It?

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I’m glad you asked.

Running a Google Ads campaign can be time-consuming and frustrating. That’s why our clients pay us to do it. We’re also pretty good at it.

You can also read our articles to learn more about other types of law firm marketing.

Get in touch with LegalSites if you want to launch a kick-ass Google Ads campaign for your law firm. 


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