When it comes to digital marketing for law firms, local visibility is everything. People searching for legal help are often looking for someone nearby—someone they can call or visit today. This is where Google Ads comes in. It’s one of the most powerful tools for getting in front of potential clients in your area.
But simply running ads isn’t enough. If you don’t have the right strategy, you’ll burn through your budget without bringing in real leads. In this guide, we’ll walk through proven local Google Ads tips that can help lawyers attract more clients in their city or region. Whether you’re just starting or looking to improve your existing campaigns, these insights will help you make the most of your advertising spend.
Why Google Ads Matters for Local Law Firms
Google Ads allows you to show your firm to people who are actively searching for your services. These are not casual browsers—they are users with intent. When someone searches for “divorce lawyer near me” or “car accident attorney in Dallas,” they are likely ready to speak with a lawyer right away.
With the right setup, legal PPC campaigns on Google can put your name and services in front of those clients the moment they’re looking. That means more phone calls, consultations, and signed cases.
1. Use Location-Specific Keywords
Start by narrowing your focus with location-based keywords. Instead of broad terms like “personal injury lawyer,” go for specific terms such as:
- “personal injury lawyer in Phoenix”
- “DUI attorney downtown Chicago”
- “estate planning lawyer Los Angeles area”
These keywords target people who are not only looking for your service but are also in your geographic area. This helps improve relevance and reduces wasted clicks from users outside your service region.
Bonus Tip:
Include neighborhood names or nearby landmarks in your keywords to make your ads even more targeted. For example, “family lawyer near Central Park NYC” can work well in dense metro areas.
2. Fine-Tune Your Location Targeting
Google Ads allows you to control where your ads appear. If you’re a lawyer serving a specific city or county, make sure your ads are only shown to people in that area.
Avoid the default setting, which shows your ads to users who have shown interest in your location, even if they’re hundreds of miles away.
How to do it:
- Go to your campaign’s location settings.
- Select “Presence: People in or regularly in your targeted locations.”
- Set a specific radius around your office or use ZIP codes and city names for more accuracy.
This helps ensure your legal PPC campaigns on Google reach the right audience—people who are close enough to actually become clients.
3. Write Ads That Speak to Local Clients
Generic ad copy won’t cut it in local markets. If your ad just says “Experienced Lawyer – Call Today,” it will get lost in the crowd. Make your ads more personal and location-specific.
Try headlines like:
- “Injured in a Phoenix Car Accident? Call Now”
- “Trusted Divorce Lawyer Serving Austin”
- “Free Consultation – Criminal Defense in Miami”
Mentioning your city or region directly in the ad builds trust. It shows people you’re not just another big firm—they know you’re right around the corner.
4. Create Local Landing Pages
Your ad’s destination matters just as much as the ad itself. Sending users to a generic homepage doesn’t convert well. Instead, build landing pages that speak directly to local clients.
A good local landing page should include:
- The name of the city or neighborhood you serve
- A headline that matches the ad
- Client testimonials from the local area
- Local phone numbers and address
- A strong call-to-action like “Schedule a Free Consultation Today”
The more specific and local your content feels, the more trust you’ll build—and the more likely visitors are to reach out.
5. Use Call Extensions and Location Extensions
When someone searches for a lawyer on their phone, they often want to call right away. Make it easy with call extensions. This adds a clickable phone number to your ad so users can call you without visiting your website.
Why it matters:
Mobile searches account for a large percentage of local legal queries. Adding a phone number to your ads helps you capture that traffic instantly.
Also, be sure to use location extensions. This allows Google to show your business address in your ads, helping users know where you’re located and that you’re nearby.
6. Schedule Ads During Business Hours
Running ads 24/7 might seem like a good idea, but it often leads to wasted budget. If someone clicks your ad at 2 a.m. and can’t reach anyone, you’re losing money.
Instead, schedule your ads to show during your business hours, or when someone is available to answer calls or respond to inquiries. This increases the chance of converting clicks into consultations.
If you offer 24/7 support or use a live answering service, you can run ads around the clock. But if you don’t, it’s best to stick to your most responsive hours.
7. Track Phone Calls and Contact Form Submissions
Many law firms run ads but never track what happens after the click. That’s a big mistake.
If you don’t track calls and forms, you can’t tell which ads are generating real leads—and which ones are wasting your money.
Use call tracking tools (like CallRail or Google’s native call reporting) to see which keywords and ads drive phone calls. Connect your forms with Google Ads conversion tracking so you know how many inquiries came from your ads.
This is key to optimizing your legal PPC campaigns on Google for performance, not just traffic.
8. Test and Improve Your Campaigns Over Time
Even a well-planned campaign won’t be perfect on day one. You need to test different versions of your ads, landing pages, and keywords to see what works best.
Try A/B testing:
- Two different headlines
- Different landing page formats
- Calls-to-action like “Get Help Now” vs “Free Consultation Today”
Google Ads also provides valuable data on which keywords, locations, devices, and times of day convert best. Use this data to continuously refine your strategy.
9. Set a Realistic Budget (and Use It Wisely)
Some law firms set a budget that’s too low to compete. Others spend freely without knowing where the money goes. Neither approach works well.
Do some research into the average cost-per-click (CPC) in your area and practice. For instance, personal injury keywords can cost $50–$100+ per click, while estate planning may cost less.
Start with a monthly budget that allows for enough clicks to generate a few leads. Track results, then increase your budget once you know your campaign is working.
10. Consider Hiring an Expert
Running Google Ads the right way takes time, experience, and a lot of fine-tuning. If you’re not seeing the results you want, or you just don’t have the time to manage it yourself, consider working with an agency or expert who specializes in legal advertising.
A professional can help you:
- Choose the right keywords
- Write compelling ad copy
- Build high-converting landing pages
- Set up accurate tracking
- Optimize performance over time
When done right, legal PPC campaigns on Google can deliver a consistent stream of qualified leads every month.
Final Thoughts
Local Google Ads can be one of the most powerful tools in your legal marketing toolkit—but only if used correctly. From keyword selection to ad copy, landing pages, and conversion tracking, every detail matters.
By focusing on location, targeting the right audience, and optimizing your campaigns for performance, your law firm can attract more local clients without wasting money.
Whether you’re a solo practitioner or a multi-location firm, implementing these tips will help you stand out and convert more local searches into paying clients.
Need help getting started with Google Ads for your law firm? Reach out to our team for a customized strategy. We specialize in building and managing legal PPC campaigns on Google that deliver real results.
