If you’re a lawyer, running Google Adwords campaigns for your law firm can be challenging to say the least. Succeeding in this industry can be difficult due to high competition.

Law-related keywords are pricey to bid on. You’re looking to pay on average, $46 a click. That’s just 1 click! It might seem out of reach to generate a high number of leads with clicks starting from $46 but we’ve found a way to consistently generate leads in this industry and compete against the bigger law firms.

Keep reading because I’m about to give you 10 tips that we used to consistently generate leads for a client a monthly budget of less than $2,000. There will also be key takeaways that you can use in your own campaigns too.

Tip 1:  Craft unique ad copy for your text ad

In a competitive industry like this, you NEED to stand out and be really smart about crafting a message that gives the most impact to the user. Think about it. Why would a prospect click your ad over all the other lawyer ads? To really stand out from the 10,000 lawyer ads out there, we had to shake things up.

What we did:

Got really specific with ad copy

How? By Incorporating numbers and actual statistics to break up lawyer jargon that you normally see with ads. Numbers stand out more than words and are easy to digest. Studies have shown that by incorporating them in your ad copy, it can make you appear more credible

Here are some examples of incorporating numbers that you can use in your ad copy:

  • Years of experience
  • Number of clients helped
  • Year the business was established
  • % of court cases won

Example of a mock ad which uses numbers in the ad copy

Used relevant keywords

Make sure the keywords used in your ad copy are highly relevant to the keywords in your ad group. If you have ‘corporate lawyer’ as a keyword, use that in your ad copy. This will make you stand out in a text ad as the triggered keyword is shown in bold:



Relevant Keyword showing up bold

Tip 2: Use niche keywords and campaigns to generate targeted traffic and leads

A lot of people think the only chance they have to be competitive is by outbidding others to get to position 1 of Google’s search engine results page. You don’t necessarily have to have the biggest budget to succeed in the legal industry or any industry for that matter.

You just have to think beyond what’s normal. Shift your approach to keyword research to avoid generic keywords that everyone else is using. Instead, create niche campaigns to generate more targeted traffic and leads.

What we did:

Used long tail keywords

Long tail keywords were a nice way to generate leads at a very low cost. This is because there are fewer keyword variations for long tail keywords. If you use long tail keywords, you have more control over when your ads show and you’ll likely see less wasted spend. Not many advertisers take advantage of long tail keywords, most don’t even bother.

Here’s how you can scour the web for long tail keywords:

  • Use Google Analytics to see the Organic searches you rank for:

Google Analytics to find organic searches


  • Google:  I’m sure you’ve noticed whenever you type something in the Google search box, you’re presented with terms Google thinks could be relevant to your initial query. Take note and consider using what’s being suggested.

    Search terms Google thinks could be relevant

Thinking like the customer

We have always noticed a disconnect between how business owners would think of keywords that are related to their services and how customers would think of phrases to type in Google. With this in mind, we used law related keywords with local suburbs and postcodes.

Examples of how you can use this keyword strategy are listed below:

  • Keyword + Suburb/Postcode: Immigration lawyer Surry Hills 2010
  • Suburb/postcode + Keyword: Surry Hills immigration lawyer

Tip 3: Make the most of the ad extensions

Along with targeted ad copy, ad extensions are a great way to really stand out from your competition. You’d be surprised how many clients we see not using ad extensions at all.🤦‍♀️  If you’re not familiar with ad extensions, take a read of our article that breaks down every type of ad extension that you will come across.

A list of all available Ad Extensions



Not only are you going to get increased visibility, you’re going to offer valuable information about your business that you couldn’t fit in the text ad.

Now, what do you think works better?


This ad:

Example of an ad seen on Google that does not use any ad extensions

Or this ad:


This as is using sitelink, location, callout & structured snippet extensions

We used the extensions that we knew we would have the most success with and wrote tailored descriptions for each extension. Some examples of how you can use extensions to maximise your results include:

  • Sitelink Extensions: If you’re not using a landing page, use this extension to promote and send traffic to various pages of your website.
  • Callout Extensions: Use this to showcase additional unique selling points of your business. This will build credibility and trust. Some examples of how you can use these extensions are provided below
    • ‘call 24/7’
    • ‘24/7 Emergency Contact’
    • ‘Fast Response’
    • ‘Affordable Fees’
    • ‘Xx amount of experience’

      A business incorporating Call out extensions (top) & Sitelink extensions(bottom)

  • Structured Snippets: Unlike sitelink extensions, these extensions are not clickable and are used to highlight services that you specialise in.

    Adding Structured Snippets to your campaigns


      • Call Extensions: I can’t stress how important this extension is. Give your prospects the option to call you by displaying your number in the ad. I’m sure you know how crucial calls are for your business and in this industry, customers are more likely to call and speak to someone to get the information they need, particularly if it is an urgent issue. You’d be surprised at how many clients overlook this extension…don’t be one of them!

        Call extensions in action

      • Location Extensions: Use this to show your physical address and hours of operation. Not only does it show how accessible you are, but it also adds credibility.

        Location extensions

Tip 4: Separate campaigns by device (mobile & desktop)

Mobile usage is as high as it’s ever been and will continue to grow. Over 50% of searches are now carried out on a mobile deviceThis means that you should consider separating out desktop and mobile campaigns. In a society where people have their heads buried in their smartphones, it makes total sense, right?  

What we did:

Created device-specific campaigns

After a few weeks of the campaigns being launched, we reviewed the device report and found that there were a lot more leads coming through at a lower cost per lead via mobile devices compared to desktop. This data fueled us with confidence to launch the mobile-specific campaign. We decreased the bids ( -100%) for mobile devices on the desktop campaign meaning that the campaign will not be shown for mobile searches.

Image of negative bid decrease for mobile campaign

From there, we duplicated the desktop campaign and decreased the bid ( -100%) for desktop searches. We now had a mobile-only campaign.

Decreasing bids for desktop searches

Don’t neglect mobile-only campaigns, as it could be a game changer for your business.

Law tip 5: Use language tailored to mobile campaigns

This point stems on from the last tip. You’ve created mobile-specific campaigns, but that’s where most people stop. You need to follow this through with ad copy tailored to mobile users. This can really increase your CTR and ultimately leads because users are expecting a mobile-specific result.

What we did:

Tailored ad copy for calls

In an industry where users feel more inclined to talk to someone over the phone, you need to tailor the ad copy to encourage calls.
Examples of phrases we used for ad copy include:

  • ‘Call us’
  • ‘Speak to us today’
  • ‘Call now’
  • ‘Call today’
  • ‘Call for tailored advice’
  • ‘Phone us’
  • ‘Call for a consultation’

This type of language can really be the point of difference when a prospect is deciding which ad to click or call.

Bonus Download: Free Adwords Acronyms Guide

CPC, CTR, WTF! Don’t waste any more time trying to figure out ad speak, download your free handy Adwords acronyms guide and never be confused again

Tip 6: Send traffic to service specific pages

As a rule of thumb, If you’re running PPC campaigns within a service based industry and generating leads is your main goal, then it is best practice to send traffic to a highly optimised landing page (not sure what a landing page is? You can read about it here).

I could go on and on about why you should be using a landing page and it deserves its own article. For now, I’ll list out some key reasons why:

  • It encourages the visitor to take the desired action (fill out a form, call a number, download ebook etc).
  • There are no distractions as page copy focuses on the service on offer.
  • The navigation section is removed from the top of the page, so there are fewer distractions.
  • You can match the messaging in your ad to match the headline of your landing page (note, you’ll need to implement HTML coding to get this to work).

Despite all the benefits that a landing page could bring to the campaigns, the client did not have enough budget to create specific landing pages for all the services that they wanted to promote. As an agency, you have to find a workaround solution and that’s exactly what we did.

What we did:

Created service-specific pages

When the client was managing the campaigns in-house, they were sending all traffic to the website home page. This is a big no-no as users can’t find the information they want and instead bounce off the page.  We created service-specific pages on the website to send Adwords traffic to. We used Conversion Rate Optimisation best practices and tried to mimic a landing page approach. To do this, we implemented the following:

  • Included a headline, a sub-headline and a call to action button all above the fold (the area you see first without scrolling down the page).
  • Sales focused copy on the page that not only sells the service but informs and educates the user as there can be lots of complexities with the law.
  • Call to action buttons throughout the page.

Once that was done we matched the message on the services pages with the text ads. For example, if the ad was speaking to commercial law, we ensured that the headline on the service page matched the text in the Adwords ad. 

Tip 7: Optimise & fine tune keywords

We had a limited budget to work with in order to make the campaigns a success. With a small budget, you simply can’t afford to waste spend on keywords that are not relevant to your services/brand.

What we did:

Created shared negative keyword lists 

When conducting keyword research, we excluded a whole bunch of keywords that were useless and not related to the services the law firm offered.  This meant that ads wouldn’t show up for particular keywords or phrases.

 Here are some examples of negative keywords:

  • General keywords
    • Courses
    • Jobs
    • Jobs Available
    • Lawyer courses
    • Lawyer Jobs
    • Salary
    • Lawyer Salary
    • Degree
    • Lawyer Degree
    • Free
  • Location specific keywords (so you don’t show up for certain locations)
    • Mudgee
    • QLD
    • VIC
    • TAS
    • SA
    • WA
    • Queensland
  • Competitor related keywords (keywords related to your competitors)

To make things a lot easier, we added these keywords into the shared library. This way we could add a large amount of common negative keywords across campaigns very easily and save a lot of time.

Reviewed the search term report

We analysed the search term report very carefully. The search term report shows you the actual searches users have typed into Google for your ad to be triggered and should be used on a regular basis to improve the quality of your keywords. No matter how good you think your keywords are, there will always be keywords that do not match the services that you offer. We ran the report to cut out poor quality keywords that were driving zero leads & keywords that were driving lots of traffic but no leads.

Here’s an example of how to find your search term report:

  1. Go to all campaigns
  2. Click ‘keyword tab’
  3. Click ‘search terms’ tab
  4. Start analysing

How to find your search term report

Utilising the search term report on an ongoing basis really helped improve lead quality and allowed us to cull irrelevant spend.

Tip 8: Ad scheduling

After a few weeks of data, I’m sure you will start noticing some trends. For example, are campaigns performing better during certain hours or days compared to others?

It’s beneficial to take note of that data and incorporate ad scheduling (sometimes referred to as dayparting) on goals that are relevant to your business.

What we did:

Implemented ad scheduling 

We sifted through all the data and increased bids on days/hours that the campaign was performing better (generating leads at a lower cost) and decreased bids on the certain days or hours that the campaign was not. This allowed the budget to be better allocated to the times the campaigns were performing better. 

Here’s an example of how to do this:

  1. View the day and time of day statistics in the dimensions tab in your campaign
  2. Start analysing which times of day get the lowest performance
  3. Click settings tab in your campaigns
  4. Click ‘Ad schedule’ tab
  5. Choose the time and days that you want your ads to show.
  6. Adjust the bid for higher / lower performing days 



Tip 9: Track everything from calls to leads

So, you’re spending a lot of money on Google Adwords but you don’t know how many people have seen your ad or how many people have become a customer. That sounds like the old school print advertising method. Those days are long gone.

It’s important to see what is working and what is not. That’s where tracking comes in.

What we did:

Tracked website leads from ad campaigns

We created a conversion code to track website leads that came from our ads.

From there, we selected the website source.

Once the code was generated, we placed it on the thank you page, so it triggers after someone has successfully filled out and submitted the form.

Tracked calls from ad campaign

This follows the same process, except you click the ‘Phone calls’ option from the conversion source. Google has a great how-to guide that breaks down all the conversion sources if you are not quite sure which is right for you. 

In an industry as competitive as this, tracking allows for smarter decision making based on data. Don’t start campaigns until you have all your tracking in order and are confident that it is working.

Tip 10: Geo-target your campaigns

Unless you’re a big law firm with offices all around Australia, you’ll need to focus on getting your geographic targeting right. Our client only wanted to focus on a few suburbs in Sydney. This meant that we had to be really careful and only spend the budget on locations which were relevant.

What we did:

Created location-specific campaigns

We created a campaign for each suburb we were targeting. This gave us a lot more control over keywords and ad copy.

Here’s a 3 step example of how we created the campaigns.

  1. Copy and paste the initial campaign.
  2. Change the location that you want to target and update the keywords and ad copy to include your new location.
  3. Exclude your new city/suburb from the previous campaign.

Included geographic specific keywords

For each campaign, we included geo-specific keywords to match the region. For example, immigration lawyer Parramatta and its variations (Parramatta immigration lawyer) this allowed us to get really targeted with the keywords.

Wrote tailored ads

We took it a step further and wrote tailored ads that spoke to the geographic region. This allowed us to customise the service and it increased the click-through rate quite a bit.

Best performing regions = more budget

No two campaigns are going to produce the same results. Variables such as population and competition are going to come into play. Once we had enough data, we could pinpoint which campaign was producing better results and therefore allocated more budget to it.

To finish off

So there you have it, the top 10 tips that we used to help our client compete against the big firms in the legal industry.


TL: DR? Here they are again, summarised for you to take note of:

Tip 1: Craft unique ad copy for text ads

Tip 2: Use unique niche campaigns to generate leads + traffic

Tip 3: Make the most of the ad extensions

Tip 4: Separate campaigns by device (mobile & desktop)

Tip 5: Use language tailored to Mobile campaigns

Tip 6: Send traffic to service specific pages

Tip 7: Optimise & fine tune keywords

Tip 8: Ad scheduling

Tip 9: Track everything from calls to leads

Tip 10: Geo Target your campaigns

Implement these tips and thank me later. You will be surprised at the results you can achieve with some clever hacks and optimisations.  


Prerna Kapoor

Prerna Kapoor

PK is a Co-Founder of Clicktribe. She has a really bad coffee addiction, is obsessed with Rafael Nadal and likes to put her backpack on and travel the world on the odd occasion.
Prerna Kapoor
Prerna Kapoor

PK is a Co-Founder of Clicktribe. She has a really bad coffee addiction, is obsessed with Rafael Nadal and likes to put her backpack on and travel the world on the odd occasion.