Google AdWords for Law Firms

Pay-Per-Click is one of the quickest and most effective ways to advertise your law firm with precision audience targeting.

We know that the goal of direct response ads, such as Google AdWords, isn’t awareness – it’s action. We build and manage pay-per-click (PPC) campaigns for law firms that are optimized to: (1) target potential clients searching for your legal services, (2) eliminate any unprofitable clicks, and (3) maximize your return on investment. Whether you are looking to optimize an existing Google AdWords campaign for better performance or create new ad campaigns, we’ll work to achieve a positive ROI for your law firm.

google adwords for law firms

1: Determine Profitability

Is Paid Advertising Right for Your Law Firm

The first step in the process is to determine whether your law firm can profit from a paid display campaign. We’ll help you decide which legal services you’ll advertise to target clients who are most likely to hire you. Using legal industry data, we estimate your conversion rate. We compare your estimated cost of acquisition to your average profit per case to determine whether the numbers make sense for you.

2. Define the Perfect Clients

The Reasons for Hiring

After determining whether your campaign can be profitable, we define the perfect client for your law firm. Our research focuses on the demographics and the mindset of your potential clients so we can focus your ads toward your target market with laser precision. We create a client profile matrix that details the legal problems the client is dealing with, the best offers that will encourage them to take action, why they are looking for a solution, and how your services provide the best solution.

law firm pay per click
law firm advertising

3.  Research Keywords & Phrases

The Right Words are Powerful

After we identify your ideal clients, we research the keywords and phrases for your campaign that will best match a user’s search online. We use various tools such as Google’s Keyword Planner, Google Trends, and Bing Ads Intelligence to conduct research. Our keyword research includes monthly search volume data, estimated click-through rates, and metrics that allow us to choose the best, most profitable contextual content and keywords for your law firm’s ads.

4.  Create Targeted Campaigns & Ads

Writing for What Interests Your Clients

After we’ve conducted keyword research, we create campaigns that target your ideal clients’ demographics, interests, and geographic locations. We also create ads that stand out, are highly relevant to on-page content, deliver a compelling offer, and have a strong call to action. We ensure that your ad copy is relevant to your target audience on the websites they frequent. We also control your ads to prevent them from displaying for searches that aren’t relevant to your legal services to eliminate paying for any unqualified leads.

google adwords for attorneys
law firm marketing strategies

5.  Create Quality Landing Pages

Emphasizing the Benefits of Your Legal Services

While your ads are important, your landing pages are where the magic happens. We design landing pages that are tailored to each of your ads with one big goal in mind – converting the landing page visitor into a client lead. Your landing pages will have headlines, content, and a call to action that lets visitors immediately know that your landing page is relevant to the ad that they clicked. We include content that specifically informs your prospects how they will benefit by hiring your law firm.

6.  Evaluate & Adjust Paid Campaigns

Refining Opportunities for Success

With paid digital ad campaigns, there is no such thing as “set it and forget it.” Your competitors are always working hard to cut into your share of ad space. That’s why, every week, we review and optimize your campaigns to ensure success. We track conversions such as web form submissions, calls from your website, and calls from ads. We continuously adjust your campaigns for bidding, placement, ad delivery, device targeting, and schedules to maximize your return on investment. We also give you an online portal that displays up-to-date information about your ad campaigns including traffic data, costs, click through rates, conversions, and cost per acquisition.

legal marketing agency

More Clicks
More Clients

We develop and manage pay-per-click campaigns to get the best conversion rates, the most relevant legal leads, and the lowest costs per click.


We find your new clients. You build your law practice.

Your Name:
Your Phone:
Your Email:
Your Website:
Your Message:

Follow JustLegal On Social Media

Connect, follow, and join the conversation.

JustLegal HQ

JustLegal Marketing LLC

Internet Marketing for Law Firms

1004 Anna Knapp Boulevard
Mount Pleasant, South Carolina 29464

Phone: 843.619.0229