What We Learned After by Spending $1.5 Million on Google Attorney Ads

Google attorney ads

Share This Post

Share on facebook
Share on linkedin
Share on twitter
Share on email

Law firms can easily anywhere from $10,000 to $100,000 on Google attorney ads. The problem that many of these firms face is getting a great return on their investment.

The perfect Google Ads scenario happens when someone clicks on one of your ads and gives your firm a call. If your ads aren’t generating calls or website visits, then it’s time for a change. We recently spent more than $1.5 million on Google ads for attorneys and made some interesting observations. 

In this article, you’ll learn the conclusions we made to revive your own attorney marketing strategies. 

Legal Keywords are Very Expensive

The legal industry is one of the most popular in the country. Millions of law firms are scattered throughout the United States. Understandably, it makes sense that there is an intense bidding war for legal keywords like “criminal defense attorney” and “DUI lawyer”.

With that said, you can easily spend as much as $100,000 a month on Google Ads for your law firm. After spending more than $1 million on Google Ads, the same conclusion is true. Legal keywords are expensive but currently, the return for practices can be between 3X-1,000X, yes, this is not a typo. The return depends on practice areas within practice types. Still, at the end of the day, LTV for cases and referrals is very high. Firms can benefit immensely by getting good lead volumes and favorable returns for major practice areas, with right content marketing strategies. 

Therefore, if you’re looking for a way out of spending at least $10,000 a month on Google Ads, don’t hold your breath. Legal keywords won’t necessarily cost you an arm or a leg, but you’re going to spend a great deal of money when you bid. Note: At the end of the day you will drive calls, that out of which a certain percentage will convert to consults and cases. We see on average you will convert 1 out of three consults taken as a new case or client. Every year it gets even more competitive to land cases and clients, so the quicker to start the more experience and advantage you will have. Google ads and SEO are here to stay for growth.

The Competition is Very Fierce

As you can expect, the competition for legal keywords is very high. With the average CPC for attorney Google Ads being almost $60-130, you better be ready to fight for paid positioning for the keywords you’re aiming to bid on.

Since there is no getting around the massive competition for legal keywords, having a strong PPC strategy is paramount. 

Hiring an experienced attorney marketing company will help to devise an effective Google Ads strategy for your firm. 

Sifting Through Qualified Leads Can Be Tough

One of the caveats of investing in Google Ads is that you never know what a valuable conversion looks like. Let’s say that you spend $130 when someone clicks on one of your ads. And you have to take a certain number of calls to book a case, as this depends on the geography, city and demographics being targeted. 1/8 is a good average ratio to use. These new clients call your firm and convert. Next, these 2/10 cases settle for a an average total combined case values of $10,000. This can yield a ROI of 8x. Next, after fine tuning your campaigns you now have a marketing machine which takes in $1 and spits out $8. You are now off to the races, while your competition is still taking a nap.

While you will grow profits from your online advertisement, the gain is substantial enough to continue running other profitable campaign, including local seo, map pack ads and social campaigns. So now, one successful channel powers the other marketing channels and you have created a lead generation machine which powers itself. This isn’t to say that all leads will turn out average ROI this way. Some leads may net a $50,000 return, and others will generate more revenue for your firm. 

When running a Google Ads campaigns, sifting through qualified leads can be a challenge if you’re counting every dollar spent. Having a good intake staff to QC and validate these leads with low or no wait cycles, this will increase lead conversion frequency. The top law firms are using this ads channel as an essential tactic in their portfolio and you should too. Note: Ads generally captures 20-30% of the customer pie.

It’s Important to Create a Unique Value Proposition (UVP)


The fastest way to waste your money on Google Ads is to create a campaign that mirrors one of your competitors. The competition for legal keywords is high. Also, Google likes variety, so don’t get dinged here. Therefore, if you’re going to make any noise in front of your target audience, you’ll need to create a unique campaign they haven’t seen on combination before, with multiple sets, then have data show you messaging that is working to drive results and ROI.

To do so, here are some important tips to follow:

  • Create unique headlines that gauge human interest.
  • Avoid keyword stuffing your headlines and descriptions. 
  • Remember: your ads are going to be seen mostly by people and not search engines. 
  • Use social proof, like short testimonials, in your descriptions to convince prospects to call your firm.

The more unique your ads are, the better you can convert qualified leads into paying clients for your firm. 

Proximity Geotargeting Plays a Huge Role in Your Campaign’s Success

Law firms are usually local businesses by nature. Even the most massive firms operate in a select few regions. This makes geotargeting all the more important for the success of your campaign. After spending so much money on Google Ads for attorneys, we realized a newfound appreciation for geotargeting. 

Many law firms target regions they don’t even operate in. On top of that, these regions don’t house prospects that are interested in their services. As a result, these campaigns bleed money by the day. 

It’s never been easier to target specific locations in Google Ads.

Here are the steps to get started:

  • Click on the “Settings” tab in the Google Ads dashboard.
  • Click “Locations”.
  • Finally, select the city, zip code, or region you want to target. 

The CPC for attorney keywords is pretty expensive. Follow these steps to make sure you’re spending good money on each click. 

Search Intent Will Make or Break Your Ads

Search intent is just as important in paid search as it is in search engine optimization (SEO). In order for your ads to perform well, you’ll need to create content that internet users want to see. For example, what are internet users looking for when they search bankruptcy attorney Google Ads?

Are they looking for an ad that leads to an informational blog about whether or not they should file for bankruptcy? On the other hand, do they just want to call an attorney and schedule a free consultation? Knowing the difference will make or break your campaign. 

The good news is that it’s simple to observe search intent for lawyer keywords. Simply search the keyword you’re targeting and see what type of results come up. Do these ads lead to landing pages or informational pages? 

What you find is what internet users expect to see when they search for that keyword. If you want your ads to convert, you’ll need to follow the same format. 

Calls are True Conversions

When you’re new to Google Ads, seeing more website visits can feel like an enormous pat on the back. When these website visitors go nowhere, you figure out that you just wasted your valuable marketing dollars and wonder what to do next. The only consolidation prize in attorney marketing is receiving phone calls from your ads.

This way, you can speak to prospects, butter them up, and convince them to schedule a consultation if you believe they have a case. 

Ready to Improve Your Google Attorney Ads?

Google attorney ads are certainly not cheap. If you want to improve your campaign’s profitability, now’s the perfect chance to contact our world-class lawyer marketing experts. Contact us today to speak to a member of our team. 

More To Explore

Privacy Policy

LawFirmMarketing360 LLC values your trust, and we understand the importance of protecting your privacy. This Privacy Policy applies to personal information collected through all LawFirmMarketing360 web sites (including those of LawFirmMarketing360, and LawFirmMarketing360 Interactive).

This Privacy Statement applies to all information collected through your communications with LawFirmMarketing360, LLC, whether electronic, written or oral; information collected through partners or LawFirmMarketing360’s websites (“Site”) that include a link to this Privacy Statement; as well as any other information about you that we may collect offline or receive from third-parties (collectively, Apps, Sites, and offline or third-party information are referred to as the “Services”). By accessing our Services or providing your information to us, you accept and agree to the practices described in this Privacy Statement.

The following privacy statement describes what information we collect about you, including when and how we collect it; how we use it; with whom we may share it; and what choices you have regarding our use of your information.

Personal Information We Collect from You

When you engage with LawFirmMarketing360 LLC or visit or use our Services, we collect a variety of information. In general, the type and amount of information we collect on you will depend on how you choose to interact with LawFirmMarketing360.

LawFirmMarketing360 collects information that identifies you as an individual or information which is linked or linkable to you as an individual, which will collectively be referred to throughout this Privacy Statement as “Personal Information”: including contact information, demographic information, financial information, as well as call recordings and transcripts.

Contact Information and Preferences. We may request contact information such as your name, mailing address, telephone number, e-mail address, and your preferences for how you would like to be contacted by LawFirmMarketing360.

Demographic Information. We may request limited demographic information such as geographic location.

Financial Information. If you purchase any of our products or services, we will collect payment information such as your credit card number to process your transaction. We may use a third-party payment service to process payments made through the Services. We will retain your credit card information only for as long as necessary to process the transaction.

Call Recordings and Chat Transcripts. If you contact LawFirmMarketing360 by calling our offices or online via the chat feature, we may record your call or maintain a transcript of the chat for training and quality assurance purposes. The information contained in these transcripts will depend on what you voluntarily provide to LawFirmMarketing360.

Do not provide information about others unless you are authorized to do so and consent to have all information used, disclosed, and transferred in accordance with this Privacy Policy. By submitting the information about others, you represent and warrant that you are authorized to do so and that you have received authorization from the person about whom you are providing the information and that person has consented to have all information used, disclosed, and transferred in accordance with this Privacy Policy.

Personal Information We Collect from Other Sources

LawFirmMarketing360 may also collect information that does not reveal your specific identity or does not directly relate to an identifiable individual, referred to throughout this Privacy Statement as “Other Information,” including browser and device information, App usage data, Internet Protocol address, information collected through cookies, pixel tags and other technologies. Other Information also includes information that has been anonymized or aggregated in a manner that it no longer reveals your specific identity.

If we are required to treat Other Information as Personal Information under applicable law, then we may use and share it for the purposes for which we use and share Personal Information as detailed in this Privacy Statement.

Browser and Device Information. Certain information is collected by most browsers or automatically through your device, such as your Media Access Control (MAC) address, computer type (Windows or Mac), screen resolution, operating system name and version, device manufacturer and model, language, Internet browser type and version and the name and version of the Services (such as the App) you are using. We use this information to ensure that the Services function properly.

Internet Protocol Address. Your IP address is automatically assigned to your computer by your Internet Service Provider. An IP address may be identified and logged automatically in our server log files whenever a user accesses the Services, along with the time of the visit and the page(s) that were visited. Collecting IP addresses is standard practice and is done automatically by many websites, applications, and other services. We use IP addresses for purposes such as calculating usage levels, diagnosing server problems and administering the Services. We may also derive your approximate location from your IP address.

Web Server Traffic Pattern Information and Browsing History. We collect standard web server traffic pattern information and your browsing history. General traffic, Site usage, browser information and length of stay information is collected and stored in log files.

Cookies. LawFirmMarketing360 Media may use “cookies,” small files that are sent to your web browser and stored on your computer’s hard drive, to enhance your online experience. The cookies collect information about your use of our Services, such as the type of browser you use (such as Google Chrome or Internet Explorer), your home domain or Internet service provider, your referrer URL (which is the URL for the website that you were viewing prior to visiting the website), how you were directed to the Services, which specific pages you accessed, how long you view each page, the time and date you access our Services and anonymous traffic data. If you do not want information collected through the use of cookies, most browsers allow you to automatically decline cookies or be given the choice of declining or accepting a cookie (or cookies) from a website. If, however, you do not accept cookies, you may experience some inconvenience in your use of the Services.

Targeted Outreach and Advertising. We may work with third-party service providers to target advertisements and outreach to you based on your preferences or other information, in some cases combining data we collect from you through online cookies and other technologies with other de-identified data. In addition, we may use third-party service providers to display content-specific advertisements to you after you have left our Sites when you go to other websites. These third-party service providers may use cookies, web beacons or similar technologies to tailor advertisements to interests shown by browsing our Sites or other by visiting other websites. We do not control the third-party service providers’ tracking technologies or how they may be used. The collection of your information or use of technologies by third-party service providers are subject to those third-parties’ privacy policies, not LawFirmMarketing360’s policies.

Analytics. We use Google Analytics, which uses cookies and similar technologies to collect and analyze information about the use of the Services and report on activities and trends. This service may also collect information regarding the use of other websites, apps, and online resources.

Physical Location. We may collect the general physical location of your device by, for example, using satellite, cell phone tower or WiFi signals. We may use your device’s physical location to provide you with personalized location-based services and content.

How we may use and disclose your personal information

We and our service providers may use Personal Information for the following purposes:

  • to provide our products and services
  • to communicate with you
  • to help LawFirmMarketing360 improve our products and services and develop new products and services
  • to provide support for our products and services
  • to provide you with offers and promotions about services and products of LawFirmMarketing360 or of other parties that
  • may be of interest to you. You may opt-out of such communications.
  • to analyze website usage and analyze use of the Site
  • to operate our services, products and systems properly.

LawFirmMarketing360 may need to share Personal Information with third parties in limited circumstances. For example, we may share your information with:

  • Credit card processing companies to process your payment
  • Website host and/or web analytics provider
  • Vendors for the purpose of providing customer support or ensuring ongoing functionality with various integrations with LawFirmMarketing360 platforms
  • Other third parties to comply with legal requirements such as the demands of applicable subpoenas and court orders; to verify or enforce our terms of use, our other rights, or other applicable policies; to address fraud, security or technical issues; to respond to an emergency; or otherwise to protect the rights, property or security of our customers or third parties.

All third parties are obligated to maintain the confidentiality of personal information and are not authorized to use personal information for any purpose other than providing those services.

Retention Policy

LawFirmMarketing360 Media retains Personal Information that we receive for as long as necessary to fulfill the purpose(s) for which the information was collected, to provide our services and products, to pursue legitimate business purposes, to enforce our agreements, and comply with all applicable laws.

Updating Your Information and Opting Out

You may update your contact information, determine your preferences or opt-in/opt-out online preferences, by contacting LawFirmMarketing360.

  1. Email our team. (morecases@lawfirmmarketing360.com)
  2. Follow directions on a marketing e-mail communication from us; or
  3. Send a request to: 

LawFirmMarketing360 LLC
ATTN: Data Team
5718 Westheimer Rd Suite 1000, Houston, TX