Google Ads and lawyers go together like high heels and
cobblestones: it can work, but only if you know exactly what you’re doing. The legal industry is one of the most expensive playgrounds in pay-per-click advertising. Some keywords, like “personal injury lawyer,” can cost over $100 per click. Yes, per click. Not per client. Per click.
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So if you’re running Google Ads for a law firm, you can’t just toss money at it and hope for the best; you need to be precise, strategic, and maybe just a little paranoid. Here’s how to do it without setting your budget on fire.
Know the rules before you play
Legal advertising lives under a very specific kind of microscope. Google has its own policies, especially for sensitive areas like personal injury or immigration law. In some regions, you’ll need to be certified through Google’s Local Services Ads program before you can even run certain types of ads.
Then there’s the state bar. Every jurisdiction has its own rules about what you can and can’t say in an ad. Some states won’t let you use words like “expert” or “specialist” unless you’re board certified. Break those rules, and you’re not just risking an ad suspension; you’re risking your law license. And frankly, that’s a steep price for a few extra clicks.
Stop paying $100 for “lawyer near me”
A lot of lawyers go straight for the broad, high-volume keywords. “Best divorce attorney.” “Criminal lawyer.” “Injury lawyer near me.” The problem? Everyone else is doing the same thing. Those keywords are expensive, and worse, they’re vague. They don’t always show
intent.
Instead, go after long-tail keywords. These are more specific, and they often signal that the person searching is ready to act. Think:
- “Slip and fall lawyer free consultation”
- “DUI attorney with payment plans in Austin”
- “Spanish-speaking immigration lawyer NYC”
Use tools like Google Keyword Planner or SEMrush to find these gems. Check both the cost-per-click and the competition level. Sometimes a keyword with half the traffic can bring twice the value.
Location targeting isn’t just a checkbox. It’s a strategy.
Here’s something that sounds obvious but gets missed constantly: people usually want a lawyer near them. Not two cities over. Not in a different state. Right there, where they live or work.
Use Google Ads’ location targeting tools to narrow your audience. Target by ZIP code, city, or even radius. And don’t just target by “interest” in a location; use “presence” targeting to make sure your ads only show to people who are physically in the area you serve. That one setting can save you thousands in wasted clicks.
If your landing page says “Welcome to our website,” you’re doing it wrong
Sending someone who clicked on your DUI ad to your generic homepage is like sending someone looking for sushi into a Cheesecake Factory. Too many options, not enough relevance.
Build dedicated landing pages for each ad group. If your ad is about DUI defense, the page should be about DUI defense. Not criminal law in general. Not your firm’s history. Just DUI defense.
Make sure the page has:
- A headline with the keyword
- Social proof (testimonials, certifications, reviews)
- A clear call to action (like “Get a Free Consultation”)
- Mobile responsiveness
- Fast load speeds; ideally under 3 seconds
Tools like Unbounce or Instapage make this easier, but honestly, even a well-built WordPress page can do the job if you keep it focused.
Track calls like your business depends on it. Because it does.
Most law firm leads don’t come through forms; they come through phone calls. That’s why call tracking isn’t optional. It’s
essential.
Platforms like CallRail or WhatConverts let you track which ads and keywords are driving calls. You can even record them for quality control, which sounds a little Orwellian, but it’s incredibly useful.
Also, make sure your Google Ads account is linked with Google Analytics. Set up conversion tracking for phone calls, form submissions, live chats, and appointment bookings. If you’re not tracking it, you’re guessing; and in legal PPC, guessing is expensive.
Test everything. Assume nothing.
Legal clicks are too pricey to rely on hunches. You need to test things constantly. A/B test your headlines, your calls to action, even your landing page layouts. Try different bidding strategies. See what works, then do more of it.
Google Ads has a built-in experiments feature that lets you test changes without wrecking your existing campaigns. Use it. Often.
Consider Local Services Ads, especially if you’re in a high-demand practice area
LSAs are those boxed listings at the very top of the search results with the “Google Screened” badge. They’re pay-per-lead, not
pay-per-click, which makes them feel a little less risky.
They work especially well for practice areas where people are in crisis mode: personal injury, criminal defense, family law. The setup takes some effort—background checks, license verification, and so on—but the leads tend to be higher quality, and the ROI can be better than traditional PPC.
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Don’t hire your cousin’s friend who “does ads”
Running Google Ads for a law firm is nothing like running ads for a pizza shop. You’re dealing with compliance issues, high CPCs, and leads that need to be qualified, not just counted.
Look for agencies or freelancers who specialize in legal PPC. Ask for proof. Case studies. Testimonials. Make sure they understand bar rules, call tracking, and CRM integrations. If they treat your firm like just another local business, walk away.
So, can Google Ads actually work for law firms?
Yes. But only if every piece is handled with care. That means compliance with ad rules and bar regulations; smart keyword strategy; tight location targeting; landing pages that convert; tracking that actually tells you what’s working. And constant optimization based on real data.
Get those things right, and you’re not just buying clicks. You’re building a growth engine.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog