These Are the 2 Essential Adwords Tips for Law Firms

Unlike in other industries, people rarely look for law firms online. So, when they do, it usually signifies that they require law services immediately. Unfortunately, there are plenty of other law firms online that are fighting to get clients. It is rare for people to search for legal-related terms, so when someone finally does, the competition soars.

AdWords is an online advertising platform by Google, which helps businesses get to the top of the search engine results pages (SERPs) via paid advertisement. If you want to stand out against your competitors, you should consider putting ads in AdWords.

Here are two tips you can follow to get successful results from your AdWords ads:

Tip #1: Bid for profitable keywords

Most law firms bid for the same keywords in AdWords, making its bid rate and ad costs relatively high. Aside from being expensive, you cannot guarantee your place on those keywords since everybody seems to use it.

To make your law firm stand out, consider avoiding those keywords, and maybe settle on more profitable keywords first. Profitable keywords may or may not be what you are trying to rank in or have the highest volume on, but it may give you the most conversions. You will probably get more clicks and conversions with these keywords as there isn’t much competition there. You will be able to rank sooner or later, but you need to get your foot in the door first, so to speak.

Also, this is more practical and cost-effective than bidding on popular and common keywords without the assurance that your website will rank and receive ad clicks and conversions.

Tip #2: Craft unique ad copy

Most law firms’ ads seem to be carbon copies of each other. They only put down basic information in their ads, the kind of information that they know their competitors use as well. If you try to follow this trend, you will not get the best results.

What you should do is to craft unique ad copy for your business. Make it stand out by mentioning your specialization and other essential details that you think your client should know. You’ve probably included these on your landing page, but mentioning it on your ad copy will definitely get you more clicks.

You know that when someone searches for a law firm online means that they are serious about doing business. To make your law firm stand out, let them know that your business is no-risk and that they can trust and rely on you.

Some of the no-risk benefits that you should mention are:

  • Free consultation
  • Service pricing
  • Years of experience
  • Specialization
  • Number of cases won
  • Awards and recognition

No matter what their intention in hiring a lawyer, you should make consumers feel protected and secured in your hands from the get-go. Let them know that you are someone they can fully trust and rely on.


AdWords is one great advertising platform where law firms can effectively advertise their businesses. However, the competition there is high, and bidding for relevant keywords may be expensive. To make your firm stand out, learn how to search for profitable keywords. Not only will it save you money, but you may rank higher with these. Additionally, make sure to create a unique ad copy that highlights your best services and gives potential customers assurance of no-risk.

If you manage a law firm and are looking for the best AdWords management company in New York, get in touch with us now. Our AdWords consultant will help you increase your ad clicks by reaching the right audience!

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