Lawyer Search Engine Marketing: A Checklist for Campaign Setup and Optimization | Good2bSocial media


Lawyer search engine marketing is effective in delivering quality traffic and leads directly to your law firm. With keyword targeting, Google shows your ads only to people looking for your legal services. The search giant has a global audience and unrivaled audience data. In this article, we provide two checklists (one for setting up new campaigns and one for optimizing existing campaigns) to help you ensure that your Google Ads law firm is set up to deliver the return on maximum investment (ROI).

Why Lawyer Search Engine Marketing Matters

Checklist for Setting Up a Lawyer Search Engine Marketing Campaign

Key words

  1. Remove Duplicates: Make sure each of your keywords is unique so you don’t compete with yourself.
  2. Review match types: Decide which match types you will use for this campaign.
  3. Add negatives: Use negative keywords to avoid irrelevant traffic. Research some of your business keywords and sift through the results to get an idea of ​​good negatives to add.

Individual announcements

  1. Check the landing pages: Make sure all ads direct visitors to the correct landing page and that the page works as expected.
  2. Check spelling: Upload your ads and view them in Excel or Word (or equivalent editor) and make sure the spelling is correct. Spelling mistakes can have very bad effects on click through rates (CTR).
  3. Put keywords in your copy: When your ads appear, it’s because someone is searching for one of your keywords. If these keywords appear in your ad text, it will increase your CTR.
  4. Set page paths: A page path is the URL that appears after your domain in the ad. They are a great place to include a keyword and give the user more information about what they will find. For example: conveys much more information than just
  5. Set your CPC bids: Make sure you don’t overbid on the cost per click. You can use Google’s Keyword Planner to get an idea of ​​the range you should be aiming for.
  6. Enable extensions: Ad extensions are optional, but using them can make a big difference in terms of CTR. Sitelink, Notice, and Appeal extensions can be especially useful for law firms.

Ad groups

  1. Group similar keywords: Organizing similar keywords into groups helps you keep things organized and streamline your targeting. Google gives several examples of creating groups to better track the effectiveness of your advertising efforts.
  2. Name the groups according to the keywords: Avoid naming groups with generic terms like “Group 1” or “Group B”. Reporting and organization will be more effective if you can tell what’s in each group by looking at the name.
  3. Limit groups to around 20 keywords: Most advertisers will use one message for each ad group. The smaller your groups, the closer your keywords and posts will be.

Advertising campaigns

  1. Set your budget: Whatever your budget limits, it’s worth double-checking your calculations. Things can quickly spiral out of control if this setting is disabled.
  2. Set geo-targeting: Especially if your business caters to a local customer base, it’s essential to ensure that you’ve configured your ad to show only the geolocation you want.
  3. Set language targeting: Don’t assume that everyone in the US is browsing in English, or any other language for that matter. Be sure to set language targeting so that users are redirected to a landing page in the language they use to browse.
  4. Set ad rotation: You can choose to set your own rotation preference or let Google do it based on clicks and performance. Unless you’re testing something or have a specific reason to change the rotation, it’s probably best left to Google.
  5. Choose your shipping method: “Standard” will pace your daily budget to spend more or less evenly throughout the day. “Accelerated” will give your campaign a quick boost and run through your budget much faster.
  6. Set “Search network only”: Google will configure your campaigns to search with a default view. Display ads are placed on other websites, while search ads only appear on Google’s own search engine results pages. Including display ads can cost you a lot more and hurt performance unless you’re creating ads specifically for the Display Network.
  7. Set the announcement schedule: Depending on what you are advertising you may want to schedule announcements so that they only show when your office is open and someone can be contacted by phone or live chat etc. . Spending money to capture a prospect when you’re not available to them is counterproductive.
  8. Exclude your IP address(es): You should exclude the IP address or addresses of internet connections that originate from your offices to avoid skewing your tracking results. If you need to check where and how your ads are showing, use Google’s Ads Previewer.
  9. Set target devices: This is not always applicable, but remember to define your target devices if you are running a campaign specifically designed for mobiles/desktops/or tablets only.
  10. Set up conversion tracking: Without conversion tracking, it’s nearly impossible to monitor your ads and analyze the success of attorney search engine marketing.

Lawyer Search Engine Marketing Optimization Checklistsearch engine marketing lawyer

Key words

  1. Prune low performing keywords: Run a search terms report from the Keywords tab of your account to get started. Remove or pause any keywords that are not performing well. You can try to improve underperforming keywords by adding negative keywords.
  2. Research new keywords and phrases: Again, run a search terms report and look for keywords or phrases that are showing quality performance but are not part of your campaign. Adding a few of these might improve the overall CTR.
  3. Consolidate campaigns by performance: Move top performing keywords into their own campaign. For these, focus on modifying landing pages and ad content for optimal performance. At the same time, silencing the worst performing keywords in a campaign to determine if their performance can be improved or if they should be removed.

Individual announcements

  1. Split test: Even when you find an ad that works well, you should always test at least one other. The more split tests you perform, the more adept you will become at creating ads that deliver exceptional results for your law firm.
  2. Extensions: Take advantage of extensions to increase both your ad’s Quality Score and CTR. Depending on the type of ad you’re serving, the right extension can make a huge difference in terms of clicks.
  3. Text Factors: Make sure the title, description, call-to-action, and URL are as clear and descriptive as possible. This will help ensure that the right audience clicks on your Google ads.

Landing pages

  1. Review dedicated landing pages: If your CTR meets or exceeds your benchmarks but conversions are low, your landing pages should be reviewed to ensure they are 100% error-free and match the text that appears in the ads of your company.
  2. Review the call to action (CTA): Sometimes the difference between success and failure is simply telling a prospect what you want them to do. You should regularly review and test your CTAs and ensure that the path to conversion is clearly defined.

How to Avoid Overspending with Lawyer Finderppc ads for law firms Marketing

  • Choose a more specific radius to target, such as a city versus an entire state.
  • Schedule ads to only run during business hours for your potential customers.
  • Use exact, phrase, and broad match modifier keyword match types to limit irrelevant clicks on your ad.
  • Regularly review your search terms to see what people are actually looking for and what they are clicking on. It can also help to create a list of negative keywords.
  • Upload negative keyword lists containing terms like “free” or other phrases you don’t want to be found for.


Lawyer search engine marketing can be effective in producing quick lead generation results. However, law firm marketers should never “set and forget” their advertising campaigns. While the platform’s great adaptability makes it extremely powerful, it also makes it easy to forget a step somewhere and cause problems with your company’s campaigns. Bookmark this checklist and refer to it when launching and optimizing your Google Ads campaign.

This post has been edited and reposted from October 20, 2019.


Comments are closed.