21 Dec, 2022

5 Essential Google Ads Strategies Your Law Firm Should Implement

5 Essential Google Ads Strategies Your Law Firm Should Implement


Advertising on Google is one of the most effective ways to attract new clients to your law firm. With the search giant handling over 5 billion searches every day, it is where you want to be to expand your reach and increase your revenues. But what are the Google Ads strategies you should use to make the most of this pay-per-click or PPC marketing platform?

At Kinetic Traffic, we have compiled several strategies to help you succeed when promoting your legal services with Google Ads.

Optimise Your Ads for Voice Search

Thanks to the growing popularity of voice assistants and smart home devices, voice searches have become more commonplace than ever. A Google study revealed that 27% of the global online population use voice search on mobile devices. Furthermore, active users of Google Assistant have grown about 400% over the last few years.

With many of your prospects potentially using voice search to find the legal services they require, it is worth optimising your ads for such online queries.

Note that voice searches are usually longer than standard online queries. Most of them also come in question form. As such, ensure that your ads are optimised correctly. Here are a few tips to get started:

  • First, check your search query report to see if your campaigns are receiving voice searches. Usually, these queries include “Ok Google” or “Hey, Google”.
  • Target search phrases with high intent, such as “near me”, “local”, or “nearby”.near me search forecast
  • Anticipate questions your prospects may ask, and then try to answer them with your ad content, extensions, or landing page.

Target the Right People with Location Target Bid Adjustment

Location bid adjustment allows you to show your ads more or less frequently to potential clients in specific locations. This strategy is advantageous if your law firm caters to local clients. By targeting prospects in particular areas, you can significantly improve your ads’ performance while increasing your leads’ quality.

To set your Google Ads location target bid adjustment, follow these steps:

visal to match instructionsNavigate to your campaign.

  • Under the Targets tab, select Location Targets.
  • Click on the Campaign location targets tab.
  • Under the Bid adjustment % column, hover on a bid adjustment.
  • Click the pencil icon and then type in your new bid adjustment. Don’t forget to include a minus sign (-) if you want to decrease your bids.
  • Hit Save when you’re done.

Use Negative Keywords

Using negative keywords is perhaps one of the most effective yet under-utilised Google Ads strategies. As the name implies, negative keywords are search terms for which you don’t want your ads to appear. Incorporating them into your Google Ads campaign can reduce unwanted clicks, making your ads more efficient and cost-effective. At the same time, it helps improve your click-through rate and ensures the quality of your leads.

Here are a few tips to help you make the most of negative keywords:

  • Create a list of base or broad-match negative keywords.
  • When using a negative keyword, see that you include all of its variations, particularly its singular and plural forms.
  • If you’re managing several Google Ads campaigns, ensure each has its own negative keyword list.
  • Start each list with single words or negative broad matches.

Consider Remarketing

Retargeting example

Also known as retargeting, remarketing is a strategy in which you promote your services to people who have already visited your law firm’s website and viewed specific pages. When implemented correctly, it can help you attract highly qualified leads since it allows you to target people who initially showed interest in your services but needed more time to decide.

Consider the following remarketing best practices to ensure quality results:

  • Improve conversions by only remarketing to “quality” visitors (i.e., people who had a meaningful interaction with your site).
  • Exclude visitors who have bounced or spent less than 10 seconds on your website.
  • Unless you want your prospects to accuse you of “stalking” them, you should limit the frequency on which your remarketing ads appear while they are browsing other sites.
  • Exclude specific site categories to prevent your ads from showing around types of content that can hurt your law firm’s reputation.
  • Always add a call to action to your remarketing ads.

Run Different Campaigns Separately

Always remember that Google Search, video, and display ads perform differently. Therefore, see that you use the most suitable network to target your prospects. More importantly, you should never run the same campaign on two different Google Ads networks.

For instance, running text ads on Google Display Network isn’t an excellent idea. Not only will this make your ads look unappealing, but you’re also wasting money showing your ads to people less likely to seek your legal expertise.

Give Your Google Ads Campaign a Boost

When implemented correctly, Google Ads allow you to expand your reach and attract new clients. Furthermore, you can implement various strategies to improve your ads’ performance, resulting in better results and more significant returns on investment.

Do you need help refining or implementing new strategies for your Google Ads campaign? We are happy to assist you. At Kinetic Traffic, we specialise in law firm SEO and Google Ads to help legal practices like yours make the most of the opportunities Google can provide. Please get in touch with our team, and we’ll develop a Google Ads campaign tailored to your law firm.

Lead your law firm towards the best results.

Get in touch with our team and let’s talk about your marketing needs.

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