If you’re running Google Ads for your law firm, you already know the competition is fierce and the cost-per-click (CPC) can be outrageously high. Personal injury terms alone can cost upwards of $250 per click. That’s why it’s critical to make every dollar count. Here are 7 actionable tips to help you get more cases and scale your results—without wasting budget.
1. Set Up Conversion Tracking ✨
You can’t improve what you can’t measure. Without conversion tracking, you’re flying blind. Many law firms waste thousands on clicks that don’t convert—simply because they’re not tracking results. Conversion tracking helps you identify what’s working, what’s not, and optimize based on data instead of guesswork.
How to Set It Up:
- Use Google Analytics 4 (GA4) and Google Tag Manager.
- GA4 lets you track user behavior, custom events, audience segments, and build dashboards to monitor campaign performance.
- Tag Manager centralizes all your tracking. Instead of adding new code each time, you add it once to GTM and track across platforms—Google, Facebook, Bing, and more.
If you’re unsure how to set up conversion tracking, I can help—or ask your ad manager to do it ASAP.
2. Optimize Your Landing Page / CRO 🏢
Your landing page is your digital storefront. Even with a strong ad, you’ll lose cases if your page doesn’t convert.
- Make your site easy to navigate.
- Include a strong call to action, testimonials, case results, and trust signals.
- Apply Conversion Rate Optimization (CRO) techniques—test, tweak, and improve regularly.
Just like athletes train to refine their skills, your landing page needs ongoing optimization to improve results.
3. Messaging & Ad Copy 📣
Ad copy isn’t just about looking professional—it’s about speaking directly to your ideal client. Strong messaging grabs attention and drives clicks from people who are already looking for your services.
- Focus on clarity and value.
- Highlight how you solve their problem.
- Use urgency and emotional triggers to encourage action.
Even with the best landing page, poor ad copy will limit your results. Good copywriting is a game-changer.
4. Understand Basic Marketing Principles 📊
You don’t need to be a marketing expert, but understanding some basics will help you work better with your Google Ads pro.
- Google Ads is a lead-gen tool—it gets prospects to your site.
- What happens after that depends on your site experience, offer, and follow-up.
Don’t expect Google Ads to do everything. It’s a traffic tool, not a miracle worker. Equip your ad specialist with the resources they need—or grant access to make changes themselves.
5. Use Audience Targeting 🤖
Many legal campaigns skip audience targeting entirely, assuming it’s restricted. Not true. While remarketing is limited in some legal verticals, you can still:
- Upload customer lists
- Build custom audiences
- Layer demographic targeting with intent signals
I’ve tested campaigns with and without audiences—the difference is undeniable. Don’t sleep on this feature.
6. Listen to Your Calls 📞
Law firm leads are complex. Some people may call with disqualifying factors. But those calls still count as conversions in your dashboard.
- Reviewing call recordings helps identify ad quality, landing page performance, and internal lead handling.
- Some leads close the next day—so tracking the full lifecycle matters.
Don’t blame Google Ads for issues that lie elsewhere. Dig into your calls and optimize your intake process.
7. Research 🔍
Spend more time doing research—then spend even more. The more you understand your industry and audience, the easier it becomes to identify high-performing keywords, write compelling ad copy, and build effective campaigns. Know which demographic hires your practice most often, and tailor your marketing to speak directly to that audience.
Final Thoughts
Google Ads for law firms success comes down to a few key things:
- Tracking your performance
- Building a strong landing page
- Writing copy that converts
- Understanding your role in the funnel
- Using audiences
- Listening to calls
- Research
Master these steps, and you’ll be in the top 5% of law firms using PPC to grow their case volume.
Running Google Ads for a law firm isn’t easy—but with the right strategy, tools, and mindset, you can absolutely dominate your market.
Need help setting up or improving your campaigns? I specialize in helping law firms generate qualified leads and sign more cases. Let’s talk.
