If you run a law practice and need qualified leads who are eager to find your firm, Google Ads is a great way to start. It’s one of the most effective marketing channels.  

But why? 

Google Ads work because, unlike traditional advertising methods like billboards, radio ads, or print media, you’re getting placed in front of warm leads. After all, they just searched for you right this moment!   

However, even though you can attract quality leads through Google Ads, there are a few hurdles many lawyers face when implementing it. Think: high competition, managing keyword selection, and calculating return on investment (ROI). 

Nevertheless, creating a successful Google Ads campaign is entirely possible. Rocket Matter is here to share the details so you can get started today and land your first new clients. 

Are Google Ads right for your law firm? 

Google Ads works best for law firms that want to generate immediate, high-intent leads. Some examples are:  

  • Emergency legal services (DUI lawyer, emergency restraining order lawyer) 
  • High-stakes situations (Criminal defense attorney, child custody lawyer) 
  • Local, competitive services (Car accident lawyer, workers’ comp layer) 
  • People searching for free consultations (Free consultation personal injury attorney) 

While Google Ads can be highly effective, they aren’t the right fit for every law firm. It may not be the best option if: 

  • Long-term relationships drive your business: Areas like estate planning, business law, or tax law often gain clients through referrals rather than immediate search intent. 
  • Your budget is minimal: Legal keywords are some of the most expensive in pay-per-click (PPC), which means firms with low budgets may get a better ROI from content marketing, search engine optimization (SEO), or referral programs. 
  • You’re in a niche with low search volume: If your area of law doesn’t generate a lot of Google searches (equine law, we’re looking at you), Google Ads may not deliver enough leads to justify the cost. 

Challenges with running Google Ads (and tips on managing them) 

Although Google Ads can be effective at generating leads among your target audience, they also come with a set of challenges, regardless of your practice area.  

High competition 

Practice areas like personal injury law are the most competitive niches in Google Search. Many personal injury lawyers and law firms also advertise for the same keywords. For example, if you search for “personal injury lawyer” on Google, you’ll typically see 3-4 sponsored links at the top, whereas the average search may have 1-2. 

This intense competition drives up costs—some legal keywords cost upwards of $100 per click. So if your campaign isn’t optimized correctly, you could end up paying thousands just to get a few unqualified leads. 

Budgeting 

Closely related to high competition is the matter of your budget. Overspending is common when running Google Ads, especially if you’re doing it on your own. This can lead to: 

  • Setting daily budgets too high   
  • Targeting broad, expensive keywords instead of more affordable, high-intent searches 
  • Failing to track conversions properly, leading to wasted ad spend 

 To avoid these problems, focus on ROI rather than clicks. Remember: clicks are less important than conversions.    

Keyword management  

Google Ads has made keyword targeting far more complicated over the years. If your strategy is wrong, you could waste money on searches for your competitors’ names (or generic terms like “sports injury” or “can you sue an injury lawyer?”)  

To manage keywords effectively, law firms should: 

  • Use exact match and phrase match keywords to target highly relevant searches 
  • Regularly add negative keywords to prevent wasting money on irrelevant clicks 
  • Test different keyword variations to identify the most cost-effective options 
 
 

3 things to know about successful Google Ads campaigns 

Starting and being consistent with a Google Ads campaign isn’t light work. Here’s how you make sure you’re on the right track to success:  

Target the right audience  

Create relevant and targeted ads by focusing on keywords that potential clients use when searching for legal services. However, the most important aspect is the “keyword journey” of your lead. 

  • When people first realize they have a legal problem, they use broad search terms like “Do I need a personal injury lawyer?”  
  • As they get closer to hiring, their searches shift to “best personal injury lawyer near me” or “free consultation car accident lawyer.” 

Your ads should target searches at the decision-making stage, where potential clients are ready to hire a lawyer, not just gathering information. 

Optimize ad copy and landing pages 

Use specific, benefits-driven language to encourage potential clients to click on your ad. Your copy should highlight how your services will improve their lives. While ad and landing page copy should be succinct, focus your copy on what their concerns are rather than what you do.  

❌ “We handle personal injury cases in Florida.” 

✅ “Injured in Florida? Get the maximum compensation you deserve. Free case review.” 

This can extend to your calls to action (CTAs), too. Instead of using “Contact us” as your CTA, try “Protect your rights with a free case evaluation with Chris MacLawyer.” This kind of language is much more tangible than a vague, they’ve-seen-it-everywhere CTA.  

You should also include proof like awards, testimonials and case studies, or the number of settlements won—this information builds trust right away.  

Note that the content on your landing page should resonate with your ad copy. If your ad promises a free consultation, make sure the landing page provides information about how visitors can schedule one. 

Track and refine  

While you may be in a hurry to find more qualified leads, dedicate some time to conversion tracking. Once your law firm’s Google Ads campaign is out of the learning period, you’ll be able to test and optimize different aspects of the campaign, from keywords to landing page copy. 

Without proper tracking, you may: 

  • Struggle to identify which ads are actually bringing in clients 
  • Fail to adjust bids for better-performing keywords 
  • Overspend on underperforming campaigns without realizing it 

By reviewing performance data weekly, adjusting keywords and bids, and testing ad copy, you ensure your campaign is working efficiently. 

How Rocket Matter supports Google Ads success 

Google Ads can drive leads, but converting them into paying clients takes more than clicks. Without the right systems in place, law firms risk losing potential clients due to slow follow-up, disorganized intake, and inefficient case management.  

Rocket Matter helps ensure that your Google Ads investment turns into real revenue by: 

  • Maximizing billable time: Focus on clients while Rocket Matter handles time tracking and billing. 
  • Optimizing profitability: Use reporting dashboards to track revenue and measure your return on ad spend. 
  • Streamlining operations: Automate tasks, reduce administrative work, and improve client intake efficiency. 

Google Ads can open the door to new business, but Rocket Matter ensures those leads turn into paying clients. Schedule your personalized demo with us now.