adwords for lawyers


Well, in that case, you’ll be targeting a different type of person. A person who is not necessarily ready to buy, but rather looking for information. Some searches that these people may do include, but are not limited to:

Google provides a wealth of free education, helping you put together the best ads. So, if you want to DIY it, we recommend you complete a couple of their courses beforehand.

Google Screened for Lawyers, is the “illegitimate love child” of the Google Guaranteed platform. For some time now, Google has been running “guaranteed ads” for businesses such as plumbers, electricians, essentially service-based businesses. Simply put, Google performs some background checks on you and your business, and if you qualify, they “guarantee” your services up to a certain dollar amount. That means if a client has an issue with you, or your service, Google promises to cover a portion of the money they paid you, so to speak.

The new Google Screened page highlights your reviews, information about you as an attorney, the areas of law you practice, you get the deal. You may be sacrificing campaign options when comparing the robust features of standard paid ads. However, you GAIN so much more because of the placement of the ad, and (it’s smoke and mirrors we understand) Google is essentially “signing off” on you, which will go a long way with potential clients.


First, our pay per click management expert team confers with you directly to understand your legal competencies, areas of focus, and compelling value propositions. We don’t use any sort of canned software or automation. All of our campaigns are tailored to each individual client and built from the ground up. Understanding your strengths and ultimately your messages is vital to a successful Google Ads campaign that delivers an outstanding ROI.

The best data to use to optimize your campaign is data you collect yourself. So, over time, you can improve your targeting, your creative, and your keywords to really get the most bang for your buck.

However, like anything else sophisticated, it requires a lot of experience and expertise to use it properly. That’s where we come in. At, our Google AdWords qualifications are simple: we’re a Certified Google Partner. That means that we know basically everything there is to know about Google. So, when lawyers come to us to build a Google AdWords campaign, we know what we’re doing. We’re able to put that experience to work for them, so that they have the right combination of phrases, keywords as well as negative keywords.

Being organized seems like trivial advice. But trust me, good structure is key. We’ve seen messy PPC campaigns failing because the budget was being spent in the wrong places and people weren’t aware of it. It makes measuring performance, ongoing maintenance, testing and optimization more difficult.

There are few tactics that can yield as high an ROI for a law practice as effective pay per click ads on Google. Effective is the operative word here, of course, and that’s where you want to hire the best Google Ads pay per click management expert you can find. Do-it-yourself Google Ads management for attorneys more often than not turns your marketing budget into a money pit. What’s worse is that you may wind up assuming that Google Ads for attorneys can’t work for you, negating what could possibly be your most effective marketing channel before you’ve seen the excellent results it can deliver. Every attorney knows that a client who represents himself or herself in court is on a collision course with disaster. In the attorney pay per click management game, we at Webrageous know the same is true for attorneys who try to run their own Google Ads, because running effective Google Ads is now a discipline unto itself. Don’t give up because you have not yet found the right attorney PPC management for your Google Ads. Google is where your clients are searching for you—you just need to know how to get in front of them effectively. That’s where expert pay per click management comes in. The advantage of being in the business of selling legal services is that you know exactly what your prospect’s pain points are—and so do they. They are likely frustrated with their situation, even desperate for a resolution. They just need someone who understands their circumstances and can communicate the solution effectively and persuasively. The difficulty, on the other hand, is that you have so much competition, and it’s not always easy for your prospect to differentiate among the many lawyers who are vying for their business. Expert PPC management for attorney’s Google Ads can make that decision very clear for prospects who are on the fence but need your help NOW.

Basically, Google performs a basic background check and if you qualify, they allow you to “pay to play”. Look, in all seriousness, this is a phenomenal product by Google and they did right by lawyers by launching this. The ads work well, and they are just beginning this platform. That means it will get better with more options to come as time goes on.

With any kind of marketing, the better understanding you have, the more effective it will be for you. Too many lawyers just rely completely on outside “professionals” and end up being taken advantage of, simply because they don’t know the first thing about the marketing strategy they are using.

But don’t fall into the trap of believing that you KNOW what people want to read in your ads and going with your gut feeling rather than cold, hard numbers. You can write the best ad in the world (in your own mind), but it’s not performing if it doesn’t boost click-through rates and lead to conversions.

Then, test those theories by using the planning tools to add/subtract keywords and phrases based on the results. You should strive to have keywords land on a continuum between broad and exact, the idea being to get as much reach as possible, while maintaining relevance.

Unlike traditional AdWords where you simply set up an account, Google Screened for lawyers has an approval process. Google provides information about their background checks, however, it appears they are using two 3rd party agencies to perform the checks. So far we’ve come across Pinkerton and now Evident. Be prepared to provide a copy of the front and back of your driver’s license as well as your social security card. And, not just for you and your managing partners. Every attorney you wish to list within your Google Screened account will have to go through this same background check.

With Local Service Ads, potential clients are not directed to a landing page. If they click on the ad, Google will provide them with more information about this lawyer and the law firm they work for. Instead, they will be able to call or message the firm.

SevenAtoms is recognized by Google as a Premier Adwords Partner, which says a lot about our capability and the path-breaking results we have achieved. Our team has decades of combined experience under our belts when it comes to PPC campaigns, and we’ve solved countless problems for clients while working on paid campaigns from Google AdWords and Facebook to LinkedIn. We don’t just create and execute PPC campaigns for law firms like yours, we also design and build smart, compelling custom landing pages, ensuring messaging is aligned to build your brand and convert leads into clients.

Let’s talk about Google advertising and legal cost per click (CPC). Most of you are familiar with this method getting traffic.  There is also quite a bit a talk about the costs associated, which are in many cases higher than in other industries. However, the cost per click within the legal industry can vary significantly and is driven by two factors:

My law firm in South Georgia made the tough decision to transfer our marketing from a local provider to Accelerate Now. Over the last few months we’ve seen a major increase in consultations, and we love the changes Shawn and his team made to our website. Even from states away, the team is always available for virtual meetings when we have questions. We’re very happy with our decision to partner up with Accelerate Now!

You might be wondering how this policy affects lawyers, but if your law firm engages in digital marketing efforts in order to acquire pharmaceutical or medical device cases, this policy can potentially keep you from advertising on Google at all. Using drug or medical device terminology in your ad text or on the website where the ads direct traffic will immediately restrict your ads. This applies to all ad formats – search ads, display ads, and video ads among others This is frustrating for lawyers because they are not trying to sell any medications or devices, but the use of pharmaceutical terms automatically restricts ads.

Google AdWords can be really frustrating for lawyers. Google’s Artificial Intelligence systems often wrongfully disapprove ads automatically because they are not capable of understanding ad intent. Because of this, lawyers will benefit from working with Certified Google AdWords Professionals who understand the nuances of Google’s advertising policies. The Google AdWords Certified Professionals at Stacey E. Burke, P.C. would be happy to help you use paid search advertising strategies to acquire new leads and clients. Call us today to schedule a consultation.

Let’s be honest. Your potential clients will judge a book by its cover. Period. That’s why you dress so well, keep a nice office, pay all that money for a “fancy-schmancy” website. Standard AdWords look, well, “standard”. They are old, outdated, and lack flare. The new Google Screened ads for attorneys look pretty bad-ass. They are clean, sleek, professional, and they CATCH your eye. Look again at the image below.

In the U.S., we’re used to seeing pharmaceutical company advertisements for different drugs and medical devices. However, this is actually pretty unusual. Only three countries in the world allow pharmaceutical companies to market directly to consumers. These countries are the U.S., Canada, and New Zealand. Despite these countries allowing pharmaceutical consumer marketing, there are still strict advertising regulations that pharmaceutical manufacturers must abide by.

So, a lawyer optimized his ads for phone calls, did an amazing job with his landing page and copy. He displayed his law firm’s number on the landing page and let his ads run all day and night, even after the law firm closes at 5pm.

Using ad extensions not only makes your ad bigger and more prominent than your competitors, but it also provides more information to your potential clients. As you can see in the example above, there are plenty of ad extensions that you can use depending on your goals and your law firm’s particulars.

“Sixteen years ago all you needed to do was purchase a yellow page ad, and that was it. Nowadays if you don’t spend time on digital marketing, and paid search specifically, you’re not going to make it,” says Jeff Kelly, owner of his own law firm specializing in bankruptcy. “Your business will quickly dry up if you’re not marketing online.”

If you are going to bid on generalized terms like “car accident lawyer,” “personal injury lawyer,” “motorcycle lawyer,” etc., cap your bids at $150 or less – there will be a good amount of junk.

At its core, the idea is simple. Choose Google AdWords that match your law firm. Then, when your potential clients search for those words, they’ll find a link to your company. Finally, you’ll be charged when they click on the link. It’s so perfectly narrow and direct: it gets your law firm out in front of the most potential clients, while also getting the attention of the ones who truly want your services.

When we set up Google Ads campaigns for attorneys, we use SpyFu for collecting, organizing and analyzing historical data on competing ad campaigns. A limited amount of information is available on SpyFu for free, but we recommend creating an account so you can take a deep dive into what your competitors are doing. Click here to learn more and sign up.

It is professional misconduct for a lawyer to engage in conduct involving dishonesty, fraud, deceit, or misrepresentation. Rule 8.4(c). Dishonest conduct includes conduct that shows a lack of fairness or straightforwardness. See In the Matter of Shorter, 570 A.2d 760, 767-68 (DC App. 1990). The intentional purchase of the recognition associated with one lawyer’s name to direct consumers to a competing lawyer’s website is neither fair nor straightforward. Therefore, it is a violation of Rule 8.4(c) for a lawyer to select another lawyer’s name to be used in his own keyword advertising.

Like anything that’s new, there will be bugs. We’ve run into some issues, and there are going to be other issues that pop up. Google is making changes, adding new features, so you need to be able to handle a “moving and evolving environment” if you want to play in this arena. Our advice, suck it up and get involved. Things are changing in the world of paid ads and Google Screened for lawyers is something you’re going to have to get used to. The question is, do you jump now and own the field, or sit by and wait until it’s too late to dive in.

PPC advertising refers to all forms of paid media that follow a pay-per-click model. A user sees an ad, he clicks on it, and the advertiser is billed for that click – that’s PPC in a nutshell.

Active management and optimization. Smart marketing does not happen on autopilot. Instead, we test, track, optimize, and test again to get it right. In addition to optimizing your campaigns, ads, and audiences we test your landing pages to convert the traffic you receive into fresh new customers. Our activities, and your campaign’s performance, are summarized in an easy-to-understand monthly report.

Whether your desired clients are individuals or businesses, it’s a good bet that they’re active on Facebook — which means you should be, too. Our Facebook advertising services will help you find and connect with potential clients for your firm. We know Facebook advertising inside and out and have a proven track record of helping our clients find success on the social-media platform.We’ll smartly design interesting, eye-catching Facebook ads for your services and target them to an audience most likely to be interested in what you have to offer, and leverage Single Target Ad Sets for greater impact. When you work with SevenAtoms, you’ll know that your law firm’s Facebook marketing will be leaving a great impression on an expertly targeted audience.

We have worked with dozens of Google Reps (people sitting at home or in call centers working as sub-contractors for Google). These people will call you, give you tips on how to run your campaign, and help you implement things when possible.

Remember that people can be rather click-happy with the top ad position. Sometimes it works better to be in positions 2–4 with ads, as searchers may be more selective, and it shows that they’re not simply clicking on the first ad they see.

Ads is an incredibly powerful advertising channel for many types of businesses, including certain law firms. If you set it up properly, you can expect to see a steady uptick in inquiries about your services. And if you do a good job of managing these leads and converting them into clients, you should see a positive ROI and achieve sustainable growth for your practice..

Anderson echoed that same moto. She’s being doing PPC since 2008, and hasn’t stopped running A/B tests, measuring what’s working and what’s not, and trying new strategies to see what resonates.

All of the keywords we use are strategically developed to be relevant to legal consumers and their searches as they relate to your unique practice areas and market. Your keyword inventory, accumulated over the course of 7 years of Google advertising management, will contain hundreds, and often thousands of effective law-related phrases.

You’re a legal eagle, and you’re eager to grow your business and find new clients.  Traditional ways of expanding your clientele — print or television ads, fliers, billboards — are a thing of the past and will not get you the ROI anymore. Today, you need to run successful paid search and digital marketing campaigns in order to grow.You’re a thoroughly modernized law firm, so you’ve turned to paid online campaigns… and found a cutthroat, extremely competitive marketplace with several law firms bidding for top spots on Google. PPC for lawyers is not easy; lawyer and attorney-related keywords are in fact some of the most expensive on Google. If you are not seeing the ROI, it doesn’t mean you should give up. It just means you should partner with an expert agency who knows how to optimize paid campaigns for a law firm like yours.SevenAtoms is recognized by Google as a Premier Adwords Partner, which says a lot about our capability and the path-breaking results we have achieved. Our team has decades of combined experience under our belts when it comes to PPC campaigns, and we’ve solved countless problems for clients while working on paid campaigns from Google AdWords and Facebook to LinkedIn. We don’t just create and execute PPC campaigns for law firms like yours, we also design and build smart, compelling custom landing pages, ensuring messaging is aligned to build your brand and convert leads into clients.

Note that your remarketing lists must have a minimum of 1,000 active visitors within the last 30 days to be used in a Google Ads for Search campaign. If you are interested in remarketing to your website visitors, but your remarketing lists are under 1,000 active visitors each month, you can create remarketing ads for the Display Network if you have at least 100 active visitors per month.

Essentially, in a nutshell, Google still performs a background check. However, they do not promise a refund. Okay, now let’s get down to the part where Google Local Service Ads for attorneys can be harnessed as a tool.

Dennis Dimka will contact you to discuss your firm. During the consultation, we will discuss your budget, objectives, audience, and timeline. We will recommend solutions for helping you to achieve your business goals. If we sound like a fit, we will prepare a proposal within 48 business hours. Thoroughly impressed, you will sit back in a comfy chair and ponder why you didn’t contact us sooner.

Spyfu is another all-in-one SEO tool that offers powerful research features for advertisers. They include competitor spend analysis, keyword research, ad templates, and ad history. Their pricing starts at $39 per month.

Nothing in life is free. Everything has a cause and effect, a pro and a con. So too do the new Google Screened ads. Now, with that said, we still believe these new CPC-based ads are a necessity. We highly recommend them, and we have obtained lots of success for our law firm clients who have opted to test them out. If you’re an attorney considering running a Google Screened campaign for lawyers, click here to fill out our contact form. We provide a free course on how you can set up your Google Local Service ads.

Margot is a content marketing specialist at WordStream and nutrition graduate student at Framingham State. She loves all things digital, learning about nutrition, running, traveling, and cooking. See other posts by Margot Whitney

Your Headline should contain what copywriters call the 4 U’s.  That is, it should contain text that is Unique, Useful, Urgent and Ultra-Specific.  And, it should never mislead.  Nor, for that matter, should any part of your ad.  An example of a Headline using these features might be…”Do these 3 things before signing a purchase agreement.”

If your law firm does personal injury law in Baltimore, Maryland, would you want your advertisements to show up for someone looking for a divorce attorney in Boise, Idaho? We didn’t think so. Unfortunately, we’ve seen campaigns created by other agencies where just that sort of thing happens.

Landing Page Design The best Google AdWords, Facebook, and LinkedIn ads in the world don’t mean anything if a lead who clicks through to your page bounces away within seconds. SevenAtoms will design and build optimized landing pages for your law firm, ensuring that visual design and copy are in alignment with your brand and its offerings. A lead’s journey will be nurtured from start to finish, ensuring that the things that made them click on your paid advertising will encourage them to contact you — and to become your law firm’s next client.SevenAtoms’ full suite of options for PPC for law firms is one that we’re excited to bring to bear for yours. Contact us today to learn more about our offerings.

All of our AdWords campaigns are closely examined and managed by our marketing team, who over the years have caused almost 1 billion ads to be displayed. If you have questions about your account or want to discuss your advertising goals, you’ll talk to an actual person (though we think TiM, our lead search engine marketing guy, is just a bit too tech-savvy — he may be part machine, after all).

You will generally want to place all the areas of law that you do not practice into your negative keyword list. That way, if somebody searches anything related to law but not to your specific practice area, your ad will not show up.

Now, there is an approval process. Furthermore, if you set up a Google Local Service Ads campaign wrong, or you don’t link it to your AdWords account upfront, you’re kind of screwed. GLSA (Google Local Service Ads) is a great tool for providing high-quality leads to your law firm. However, you need to know how to set it up, how to utilize it correctly, and how to make it work with your standard AdWords. Later in this article, we will talk about why linking your ads is vital to another Google paid ads product. If you’re looking to improve the quality of leads you obtain from your online marketing, call us about Google Local Service Ads for attorneys today.

PPC for lawyers is an attractive digital marketing option for many attorneys. When done correctly, Google ads can generate clients quickly for your law firm. If you’re not sure what you’re doing, pay-per-click can become expensive and make you wonder if Google Search Ads (formerly AdWords) works for lawyers at all.

Once you become more comfortable with bidding, you can also use the manual bidding options to access more bidding options. As with most advertising strategies, you will want to experiment with the bidding strategy that results in the highest return on investment.

The Google Ads Quality Score is worth taking some time to explain. Google rewards advertisers who write effective ads by giving them a high Quality Score; this high score reduces their cost per click for ad placement. Conversely, Google penalizes advertisers that write poor ads by decreasing their Quality Score, meaning they need to pay more per click for the same ad placement.

Warm Up Your Leads Without Doing a Thing With a Pay Per Click Management Consultant A busy law office has no time to spare. Even if you have a dedicated marketing person, they can only do so much. Outsourcing your Google Ads for attorneys is the most efficient and effective way to leverage Google Ads. You want your online marketing mix to warm up leads as much as you possibly can before they email, call, or walk through your doors. Enter your expert Webrageous Google Ads consultant. Our goal is to create Google Ads campaigns that deliver qualified, warm leads without your having to even think about the mechanics of keywords, landing pages, bounce rates, quality scores, and basically anything Google related. If you’ve tried Google Ads previously and been less than satisfied with the results, know that you are not alone. Choosing keywords and key phrases is not for the faint of heart. The ever-increasing complexity of Google Ads has, for better or worse, made using it successfully the domain of pay per click management experts. There may have been a time when a lawyer in Denver could have been flooded with calls on 10 cent clicks for the search term “lawyer in Denver,” but those days are long gone. The good news is that a qualified, experienced, hands-on team of pay per click management experts can capture your compelling value propositions in just a few short sentences, build those sentences around the right keywords, and send traffic to your website. That traffic will be ready and eager to find out how you can help them.