Google Ads for Lawyers & Law Firms
Google Ads for Lawyers helps your firm capture high-intent enquiries right when people search for services like personal injury, family law, immigration, or corporate counsel. We build compliant, conversion-focused Search and Performance Max campaigns with precise geo-targeting, robust negatives, and value-based bidding.
Family Law
Immigration
Corporate & Contracts
Criminal Defense
What We Manage for Law Firms
Search & Performance Max
- Practice-area campaigns (PI, Family, Immigration, Corporate)
- Exact/phrase strategy with rigorous negatives
- Geo & schedule controls for quality calls
Tracking & Measurement
- GA4 + GTM implementation
- Call, form, and case-type tracking
- Enhanced conversions; consent-friendly setup
Ad Assets & Extensions
- Compelling RSAs with legal-compliant copy
- Sitelinks, call, location & structured snippets
- Ongoing A/B testing cadence
Remarketing & Audiences
- RLSA, Customer Match & intent layers
- Lifecycle sequencing; enquiry-focused lists
- Audience insights → message refinement
Landing Pages & CRO
- Message-match per practice area
- Speed, clarity, proof & trust indicators
- Short forms and click-to-call priority
Reporting & Governance
- Lead quality & intake visibility
- CPA/ROAS & funnel KPIs
- Compliance with Bar & Google policies
A Clear, Structured Google Ads Process
We follow a systematic approach so your law firm knows exactly what will happen,
when it will happen, and how success will be measured.
Project Kick-Off & Case-Type Analysis
We begin with a structured onboarding session to understand your firm’s goals,
practice areas, locations, and intake capacity.
- Review of your current enquiries, fees, and capacity per practice area
- Analysis of geo coverage, languages, and service radius
- Clarification of your ideal client profile and red-flag cases
Google Ads Strategy & Budget Planning
Using search-volume data and historical benchmarks, we prepare a practical plan
for cost-per-click, expected leads, and budget allocation.
- Campaign mapping by practice area and location
- Budget split between Search and Performance Max
- Initial KPI framework (CPA, enquiry volume, call quality)
Campaign Build & Measurement Setup
We create a clean account structure and ensure every important action is tracked
correctly before we launch.
- Granular ad groups with intent-driven keywords and negatives
- GA4 + GTM implementation for forms, calls, and case-type events
- Legal-compliant ad copy and extensions aligned with your brand
Campaign Launch & Early Optimisation
Campaigns go live with controlled bidding while we closely monitor traffic,
search terms, and enquiry quality.
- Refinement of bids, locations, and schedules in the first weeks
- Search term reviews to strengthen negatives and relevance
- Validation that call recordings and forms are captured correctly
Ongoing Optimisation & CRO
Once data stabilises, we move into continuous optimisation to improve cost per
enquiry and lead quality.
- Bid strategy evolution (tCPA / tROAS where appropriate)
- A/B testing of ads and landing-page elements
- Audience layering, remarketing, and device/geo refinement
Reporting, Insights & Expansion
We provide transparent reporting and work with you to scale into new locations
or practice areas when results are proven.
- Monthly reports with CPA, ROAS, and intake feedback
- Recommendations on budget increases or reallocation
- Testing of new geos, keywords, and service lines
Start with a Focused Pilot
Validate cost-per-enquiry with a tightly scoped campaign before scaling. We set KPIs, intake tracking, and optimisation cadence in advance.
FAQ
How quickly can a law firm see results?
Initial learnings and enquiries typically appear within 2–4 weeks. We refine negatives, bids, and landing pages continuously to stabilise CPA.
Do you handle call and form tracking?
Yes. We configure GA4 and GTM with call, form, and case-type events, enabling value-based bidding (tROAS/tCPA) where appropriate.
Is the ad copy compliant?
All assets follow Bar guidelines and
Google Ads legal advertising policies
.
We avoid prohibited claims and ensure clarity and accuracy.
Can you support multiple locations and practice areas?
Absolutely. We structure campaigns and budgets by city and practice area for control and transparent reporting.
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Ready to Grow Your Legal Enquiries?
Request an audit or proposal. We will respond with a plan, KPIs, and clear timelines.