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7 Tips To Improve Your Law Firm’s Google Ads Campaign

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The Internet of Things (IoT) has significantly changed how business is conducted. In contemporary society, a lot of marketing is done through online channels since there’s a large potential audience. 

Google ads is a pay-per-click (PPC) advertising tool that businesses can use to improve visibility online. It’s not quite the same as search engine optimization (SEO), however, both play a part in helping to enhance search engine rankings. Employing PPC and SEO together can produce excellent results in marketing campaigns. 

Law firms need to increase their online visibility to draw clients, just like any other business. Paid advertising options like Google ads offer a fantastic opportunity to target a specific audience and boost campaign success rates. Below are some tips to improve your law firm’s Google ads campaign.  


When establishing a law firm, you have to set specific goals and objectives. Goals provide direction and help you allocate resources appropriately. This same principle also applies to PPC campaigns. 

Clarifying your objectives is essential because it gives you something to aim for, helps you to define your target market, and creates a yardstick for measuring campaign success or failure. Nonetheless, if you’re unsure about how to integrate your corporate goals with Google ads marketing campaigns, you can consult marketing experts like Claire Jarrett for the best results.

Moreover, it’s important to note that generalizing keywords can affect your Google ads campaign. As such, it’s best not to use single-word terms like “lawyer” as keywords. Instead, choose long-tail keywords that contain four or more keywords, such as “personal injury lawyer in New York”. Using long tail keywords increases the chances of attracting the right people.  


  • Conduct Keyword Research 

Choosing the right list of keywords is important. Keywords determine the specific searches that will cause your ads to appear on a search engine.  

Law firms specialize in different things. So ideally, keywords should be relevant based on what your firm is looking for. But coming up with the right keywords isn’t easy so differentiating your campaign may be difficult. This is when keyword research comes into play. Fortunately, the Google Ads platform allows you to conduct keyword research, which can provide you with better insights when choosing keywords. 


  • Focus On Zip and Postal Codes  

As mentioned previously, it’s important to be specific when doing a Google ads campaign. So, you need to set target locations for your ad campaign. But, instead of just focusing on a broad sample like a city, you can also target zip or postal codes to make your PPC campaign more refined and focused. This method works well if you’re targeting a specific area. It also works if you’re trying to isolate your campaign to specific groups of people.  

For example, you could target those zip codes where affluent people live because your service is for middle- to upper-class people and businesses. Moreover, if your law firm has multiple locations, you may launch separate Google ads campaigns focusing on different zip codes or postal codes. 


  • Use The Manual Bidding Option

Specific keywords will likely be highly competitive and thus very expensive. So, PPC campaigns can quickly become costly for most law firms if they’re not careful. Thankfully, if you wish to be in greater control of your budget, use the manual bidding over the automatic bidding option within Google ads.  

You’re essentially giving Google the power to set a price based on their evaluation of your platform and other competitors when you use automatic bidding. Google will calculate how much you might have to pay to acquire more clicks. As a result, if competitors are paying high rates, the platform may charge you more. On the contrary, manual bidding allows you to determine the price you wish to pay, thus giving you optimal control of your budget.  


  1. Consider Using Device Bid Adjustments 

Typically, users use a desktop or a mobile device to browse the internet. Since more people are increasingly using smartphones and tablets to browse the internet, this has become an essential factor to consider.  

Therefore, you need to ask whether most of your customers contact you more over mobile, computer, or even both. If you want, you can increase the exposure of higher-performing devices using what are known as device bid adjustments. But also, you can reduce exposure for the devices that don’t perform just as well.  


You can enter extra information about your company in ad extensions. Your contact information, website links, address, and the scope of your services are just a few examples. Ad extensions are a brilliant way to make your ad look more prominent than your rivals’.   


  • Compile A List Of Negative Keywords 

Negative keywords are irrelevant keywords for which you don’t want your ads to appear when people search for them. This essentially informs the Google algorithm of the search terms for which you don’t want your adverts to show. As a result, you must employ negative keywords aggressively to ensure that your campaigns are properly optimized.  



Google can be a very effective tool if you utilize it correctly. Successful campaigns are sure to increase your visibility and leads. However, it’s important to note that it may take some time before you start seeing results. But with ongoing management, results will likely come sooner rather than later. For the best results, you should look for a professional to help you create solid marketing campaigns.



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