Why Law Firms Should Use Google Adwords

Paid search marketing for law firms might look like an extremely discouraging way to do things. Given the cost of clicks, the selection is always at an all-time high. In fact, the keyword lawyer is among the most expensive keywords of 2017, priced at $54.86 on average. Even the most basic mistake can cost law firms a fortune. Having a broken landing page or a missed message will throw your money down the drain since there is no conversion.

In this industry where marketing costs are high, it’s important to be wary and knowledgeable. A flawless marketing strategy is vital, too, since it can cost you a fortune. But that doesn’t mean it’s not worth all your efforts. When done right, law firms are able to drive serious traffic and amazing profit through Google AdWords.


Before diving deeper into how Google AdWords can rake in profit for law firms, it’s important to understand why law-related keywords are expensive. The main cause of expensive keywords in this industry is fierce competition. With many people bidding for the same keywords, naturally, they will cost higher.

The fact that there’s only a limited number of keywords that can relate to a specialization makes it tougher. You can’t really rely on general keywords as a law firm that focuses on mesothelioma cases. Users won’t type in the word lawyer alone if they need an expert in handling specific cases, such as a mesothelioma lawyer.

Choosing the right keyword to decrease costs

Using expensive keywords are still a viable thing to do, but only if your conversion rate is extremely high. However, if you don’t, you must carefully consider which keyword to use to actually drive traffic to your website. It might seem like a counterintuitive thing to go with the ones that have lower volume, but bidding on “attorney” or “lawyer” isn’t exactly a smart move since they won’t drive you the traffic you need.

The best way to pick the right keyword that fits your paid search marketing budget is by stacking up multiple long-tail keywords and targeting audience from your local area.

“Near me” searches are showing higher returns.

According to Google, 76 percent of people who search for something with a “near me” tag will visit a place the next day. About 28 percent of those will result in a purchase.

Give people what they’re looking for

Now, here’s how and why you should start using Google AdWords if you haven’t yet. You need to target people with a need for your legal services. Since you’re a law firm, it’s almost impossible that nobody in your area will encounter legal matters that you can fix.

You want to emphasize how you can help them and why they should choose your service. By doing this, paid searches will convert. By being honest and giving them what your visitors are looking for, you’ll be getting your investment’s worth back.


Paid search marketing for law firms is a difficult and tedious thing to get into at the beginning, but when the results and conversion come in, it gets easier and manageable. Buying keywords, however, need to be strategic, and the main goal is to save as much money as you can, whilst keeping it relevant to your law firm. Lastly, the most effective way to see results is by having a good intention to be helpful to your potential clients.

Looking for a way past the competition? We are a digital marketing agency that enables businesses to gain conversion on their website through strategic marketing services. Get in touch with us to see how we can help.

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