Choosing the right keywords for your Google Ads campaigns is crucial for ensuring your law firm reaches the right audience. The correct keyword strategy can make or break your Google Ads campaign. If you get this right, your ads will be more effective, leading to higher click-through rates (CTR), lower costs per click (CPC), and better overall results.
This detailed guide will help you understand what keywords to target for your law firm’s Google Ads, along with tips for effective keyword research and optimization.
Also, at the very end of the article we’ve included a list of keywords you should consider for your practice area, to hopefully kickstart your keyword research process.
For essential insights on creating successful campaigns, visit effective Google Ads campaigns for lawyers.
Understanding Keyword Types
The landscape of keyword targeting in Google Ads has changed quite a bit over the years. In the past, keyword types were very restricted, allowing advertisers to have precise control over which searches triggered their ads. Today, however, Google has broadened the scope of keyword matching. Even with exact and phrase match keywords, your ads can now appear for a wider range of related searches.
This shift is designed to help advertisers reach a broader audience and increase relevance. While this can be beneficial for expanding your reach, it also means you need to be more strategic in managing your keywords. Regular monitoring and optimization are key to ensuring your ads continue to perform well in this more dynamic environment.
Broad Match Keywords
Definition: Broad match keywords trigger your ads for searches that include misspellings, synonyms, related searches, and other relevant variations. Essentially searches that are related to your keywords.
When to Use: Use broad match keywords to reach a wide audience. This is useful when starting a campaign to gather data and understand what terms potential clients use.
- For example, it is often extremely difficult to predict exactly how users use Google, so it could be a viable strategy to use broad match keywords to see what terms people are actually using, and then implementing those terms as broad or phrase match.
- If you are going to take this approach, you need to be extremely cautious, implement heaps of negative keywords, and monitor it extremely closely. It is very easy to waste a lot of advertising budget with this approach if you are careless.
Phrase Match Keywords
Definition: Phrase match keywords trigger your ads for searches that include the exact phrase or close variations of the phrase with additional words before or after. Now although it is deemed that they trigger for searches that include the meaning of your keyword.
- In the table below you can see some practical examples.
When to Use: Use phrase match keywords to target specific phrases potential clients might use while still allowing some flexibility.
- We typically use these at the start of the campaign instead of broad match just to have a bit more control.
Exact Match Keywords
Definition: Exact match keywords trigger your ads for searches that match the exact term or close variations of that exact term. In essence they have to have the same meaning.
When to Use: Use exact match keywords to target highly specific queries. This is beneficial when you know the precise terms your potential clients use.
- We would typically recommend these if you already have experience and data.
Table Comparing Different Keyword Match Types
| Keyword Match Type | Ads May Show On Searches Like |
| Broad Match Keyword: Car Accident Lawyer | what is a car accident lawyer, how to become a car accident lawyer, best rated car accident lawyer on Avvo, vehicle injury law firm reddit |
| Phrase Match: “Car Accident Lawyer” | best auto accident attorney near me, how to become a car accident lawyer, how to hire a taxi injury law firm. |
| Exact Match: [Car Accident Lawyer] | car accident lawyer, auto crash lawyer, motor vehicle injury lawyer, spine injury car crash lawyer. |
Negative Keywords
Definition: Negative keywords prevent your ads from showing for searches that include those terms.
Importance: Using negative keywords helps to filter out irrelevant traffic, saving your budget for more relevant clicks.
Negative keywords also come with match types, however, they work slightly differently. For more details, see our article on using negative keywords in Google Ads for lawyers.
For more information on the different types of keywords, I recommend that you take a look at Google’s own resource on this.
Conducting Keyword Research
Initial Brainstorming
Start by listing all the services and practice areas your law firm offers. Consider the specific legal issues your clients face and the terms they might use when searching for your services.
Below is a brief example for a personal injury firm.
Note: you should spend a disproportionate amount of time on this, as it leads to some of the asymmetric returns for your inputs.
| Specific Legal Issue | Potential Search Terms |
| Car Accidents | car accident lawyer, car crash attorney, auto accident lawyer, vehicle collision lawyer, car injury lawyer, car accident legal help, auto injury attorney, car wreck lawyer, car accident compensation lawyer, car accident claim lawyer |
| Slip and Fall | slip and fall lawyer, slip and fall attorney, trip and fall lawyer, premises liability lawyer, slip and fall accident lawyer, slip and fall injury lawyer, slip and fall compensation lawyer |
| Medical Malpractice | medical malpractice lawyer, medical negligence attorney, hospital negligence lawyer, medical error lawyer, medical malpractice claim lawyer, medical injury lawyer, medical malpractice compensation lawyer |
| Workplace Injuries | workplace injury lawyer, workers’ compensation attorney, work injury lawyer, workplace accident lawyer, workplace compensation lawyer, job injury lawyer, workplace injury claim lawyer |
| Product Liability | product liability lawyer, defective product attorney, product injury lawyer, defective product claim lawyer, product liability claim lawyer, product defect lawyer |
| Dog Bites | dog bite lawyer, dog attack attorney, animal attack lawyer, dog bite injury lawyer, dog bite claim lawyer, dog bite compensation lawyer |
| Wrongful Death | wrongful death lawyer, wrongful death attorney, fatal accident lawyer, wrongful death claim lawyer, wrongful death compensation lawyer, accidental death lawyer |
| Bicycle Accidents | bicycle accident lawyer, bike crash attorney, bicycle injury lawyer, cycling accident lawyer, bicycle accident claim lawyer, bicycle accident compensation lawyer |
| Motorcycle Accidents | motorcycle accident lawyer, motorcycle crash attorney, motorbike accident lawyer, motorcycle injury lawyer, motorcycle accident claim lawyer, motorcycle accident compensation lawyer |
| Pedestrian Accidents | pedestrian accident lawyer, pedestrian injury attorney, hit and run lawyer, pedestrian accident claim lawyer, pedestrian accident compensation lawyer |
| Truck Accidents | truck accident lawyer, trucking accident attorney, commercial vehicle accident lawyer, truck crash lawyer, truck injury lawyer, truck accident claim lawyer, truck accident compensation lawyer |
| Construction Accidents | construction accident lawyer, construction injury attorney, job site injury lawyer, construction accident claim lawyer, construction accident compensation lawyer |
| Brain Injuries | brain injury lawyer, traumatic brain injury attorney, TBI lawyer, head injury lawyer, brain injury claim lawyer, brain injury compensation lawyer |
| Spinal Cord Injuries | spinal cord injury lawyer, spine injury attorney, back injury lawyer, spinal cord damage lawyer, spinal cord injury claim lawyer, spinal cord injury compensation lawyer |
| Burn Injuries | burn injury lawyer, burn accident attorney, fire injury lawyer, chemical burn lawyer, burn injury claim lawyer, burn injury compensation lawyer |
| Premises Liability | premises liability lawyer, property injury attorney, premises accident lawyer, property liability lawyer, premises liability claim lawyer, premises liability compensation lawyer |
| Catastrophic Injuries | catastrophic injury lawyer, severe injury attorney, major injury lawyer, catastrophic injury claim lawyer, catastrophic injury compensation lawyer |
Using Keyword Research Tools
Utilize tools like Google Keyword Planner, SEMrush, and Ahrefs to expand your keyword list. These tools can help you find related keywords, search volumes, and competition levels.
We typically recommend just sticking to Google’s own keyword planner
You can have a look at the competition level for each of the keywords, a range of the cost to get an idea of which keywords you should strongly consider, and which ones you may want to potentially remove.
Analyzing Competitors
You should also look at the keywords your competitors are targeting. Tools like SpyFu and SEMrush can help you identify which keywords are driving traffic to their sites. This can provide insights into effective keywords for your own campaigns.
Localized Keywords
Importance of Location-Based Keywords
Localized keywords help your ads appear for searches that include specific geographic terms. This is crucial for law firms that serve clients in particular areas.
They can work to both qualify and disqualify the traffic you receive.
- For example, if your ad says ‘Car Accident Lawyer Los Angeles’, and someone in San Francisco sees the ad they are probably not going to click, which means you don’t waste money paying for their click.
- Compare this with if your ad just said ‘Best Car Accident Lawyer’.
- Building on this example, if someone in Los Angeles sees an ad that is generic, and an ad that is specific to Los Angeles, they are likely to convert at a higher rate on the ad that is more relevant to them.
- This enhances your CTR and conversion rate, potentially reducing your CPC, and results in better-performing ads across various metrics.
Examples
Incorporate city, state, and regional terms into your keywords. For example, “divorce lawyer in New York,” “DUI attorney Los Angeles,” or “estate planning lawyer near me.”
- For more information, explore location targeting for Google Ads lawyers.
Long-Tail Keywords
Definition and Benefits
Long-tail keywords are longer, more specific phrases that users might search for. These keywords generally have lower search volumes but much higher conversion rates because they target users with very specific needs.
Examples
Effective long-tail keywords for various practice areas include:
- Personal Injury: “Top car accident lawyer in [City]”
- Family Law: “Best child custody lawyer for fathers”
- Criminal Defense: “Best criminal defense attorney for first-time offenders”
Attracting High-Intent Traffic
Long-tail keywords can attract more specific and higher-intent traffic, making them valuable for your campaigns. Ultimately, since you are paying per click with Google Ads, you want to make it so you are only paying for people that actually need your services.
Tips for Monitoring and Adjusting Keywords
Using Google Ads Data
Regularly review your Google Ads data to refine your keyword list. Pay attention to metrics like CTR, CPC, and conversion rates to determine which keywords are performing well.
A/B Testing Keywords
Experiment with different keywords to see which ones yield the best results. A/B testing can help you identify the most effective keywords for your campaigns. For more tips on testing, check out A/B testing in Google Ads for lawyers.
Regular Updates
Keyword performance can change over time due to trends, seasonality, and changes in your services. Regularly update your keyword list based on these factors.
Avoiding Common Keyword Mistakes
Overuse of Broad Match Keywords
Relying too heavily on broad match keywords can lead to irrelevant clicks and wasted budget. Balance your use of broad, phrase, and exact match keywords to optimize performance.
- Note: If you are in doubt and are fairly new, start with exact match and then go broader if you need to.
Ignoring Negative Keywords
Failing to use negative keywords can result in your ads appearing for irrelevant searches. This is a huge mistake that can cost your law firm thousands. Make sure that either you or the company you are working with is not being lazy, and they are actually regularly updating your negative keyword list to filter out unwanted traffic.
- By regularly, ideally it’s weekly at a minimum, and daily especially at the start of the campaign.
- Note: Most companies barely do this on a monthly basis
Not Updating Keyword List Regularly
Keyword trends change over time. Regularly reviewing and updating your keyword list ensures your ads remain relevant and effective.
Focusing Too Narrowly on High-Cost Keywords
High-cost keywords can quickly drain your budget. Diversify your keyword strategy to include a mix of high-cost, moderate-cost, and low-cost keywords to optimize your budget.
- Note: Sometimes keywords are more expensive for a reason, however, this is not always the case.
Best Keywords for Different Legal Specialties
It is extremely difficult to provide you with a list of the ‘best’ keywords for your practice area, because what is ‘best’ fluctuates depending on your geographical location, and what works the best constantly changes. However, to hopefully make your life a bit easier, we have included a list of some long-tail high intent keywords you can consider for your practice area.
Note this shouldn’t substitute your keyword research, but rather it provides you with a foundation you can build on.
| Practice Area | Sub Practice Area | Long-Tail High Intent Keywords |
| Personal Injury | Car Accidents | best car accident lawyer near me, car accident lawyer for serious injuries, affordable car accident attorney, car accident lawyer with free consultation, top rated car accident lawyer in [City] |
| Slip and Fall | slip and fall lawyer for broken bones, best slip and fall attorney near me, slip and fall accident lawyer in [City], slip and fall injury lawyer with free consultation, top slip and fall lawyer for severe injuries | |
| Medical Malpractice | medical malpractice lawyer for surgical errors, best medical malpractice attorney near me, experienced medical malpractice lawyer in [City], medical malpractice lawyer with high success rate, top medical negligence lawyer | |
| Workplace Injuries | workers’ compensation lawyer for back injuries, best workplace injury attorney near me, workplace injury lawyer with free consultation, experienced workers’ compensation lawyer in [City], top workplace accident lawyer | |
| Product Liability | product liability lawyer for defective products, best product liability attorney near me, experienced defective product lawyer, product injury lawyer with free consultation, top product liability lawyer in [City] | |
| Dog Bites | dog bite lawyer for severe injuries, best dog bite attorney near me, experienced dog attack lawyer, dog bite lawyer with free consultation, top dog bite lawyer in [City] | |
| Wrongful Death | wrongful death lawyer for fatal accidents, best wrongful death attorney near me, experienced wrongful death lawyer in [City], wrongful death lawyer with free consultation, top wrongful death lawyer for families | |
| Bicycle Accidents | bicycle accident lawyer for serious injuries, best bike accident attorney near me, experienced bicycle accident lawyer, bicycle accident lawyer with free consultation, top bicycle injury lawyer in [City] | |
| Motorcycle Accidents | motorcycle accident lawyer for severe injuries, best motorcycle crash attorney near me, experienced motorcycle accident lawyer, motorcycle accident lawyer with free consultation, top motorcycle injury lawyer in [City] | |
| Pedestrian Accidents | pedestrian accident lawyer for hit and run, best pedestrian injury attorney near me, experienced pedestrian accident lawyer, pedestrian accident lawyer with free consultation, top pedestrian injury lawyer in [City] | |
| Truck Accidents | truck accident lawyer for serious injuries, best trucking accident attorney near me, experienced truck accident lawyer, truck accident lawyer with free consultation, top truck injury lawyer in [City] | |
| Construction Accidents | construction accident lawyer for severe injuries, best construction injury attorney near me, experienced construction accident lawyer, construction accident lawyer with free consultation, top construction injury lawyer in [City] | |
| Brain Injuries | brain injury lawyer for traumatic injuries, best TBI attorney near me, experienced brain injury lawyer, brain injury lawyer with free consultation, top brain injury lawyer in [City] | |
| Spinal Cord Injuries | spinal cord injury lawyer for paralysis, best spinal injury attorney near me, experienced spinal cord injury lawyer, spinal cord injury lawyer with free consultation, top spinal injury lawyer in [City] | |
| Burn Injuries | burn injury lawyer for severe burns, best burn accident attorney near me, experienced burn injury lawyer, burn injury lawyer with free consultation, top burn injury lawyer in [City] | |
| Premises Liability | premises liability lawyer for slip and fall, best premises liability attorney near me, experienced premises liability lawyer, premises liability lawyer with free consultation, top premises liability lawyer in [City] | |
| Catastrophic Injuries | catastrophic injury lawyer for life-changing injuries, best catastrophic injury attorney near me, experienced catastrophic injury lawyer, catastrophic injury lawyer with free consultation, top catastrophic injury lawyer in [City] | |
| Criminal Defense | DUI/DWI | DUI lawyer for first offense, best DUI attorney near me, experienced DWI lawyer, DUI lawyer with free consultation, top DUI defense lawyer in [City] |
| Drug Offenses | drug offense lawyer for possession, best drug defense attorney near me, experienced drug offense lawyer, drug charge lawyer with free consultation, top drug crime lawyer in [City] | |
| Theft | theft lawyer for shoplifting, best theft attorney near me, experienced theft lawyer, theft defense lawyer with free consultation, top theft crime lawyer in [City] | |
| Assault | assault lawyer for domestic violence, best assault attorney near me, experienced assault defense lawyer, assault lawyer with free consultation, top assault crime lawyer in [City] | |
| Domestic Violence | domestic violence lawyer for protective orders, best domestic violence attorney near me, experienced domestic violence lawyer, domestic violence lawyer with free consultation, top domestic violence lawyer in [City] | |
| Family Law | Divorce | divorce lawyer for high net worth, best divorce attorney near me, experienced divorce lawyer, divorce lawyer with free consultation, top divorce lawyer in [City] |
| Child Custody | child custody lawyer for fathers, best child custody attorney near me, experienced child custody lawyer, child custody lawyer with free consultation, top child custody lawyer in [City] | |
| Spousal Support | spousal support lawyer for alimony, best spousal support attorney near me, experienced spousal support lawyer, spousal support lawyer with free consultation, top spousal support lawyer in [City] | |
| Adoption | adoption lawyer for international adoption, best adoption attorney near me, experienced adoption lawyer, adoption lawyer with free consultation, top adoption lawyer in [City] | |
| Prenuptial Agreements | prenuptial agreement lawyer for high net worth, best prenuptial attorney near me, experienced prenup lawyer, prenuptial agreement lawyer with free consultation, top prenuptial lawyer in [City] | |
| Estate Planning | Wills | wills lawyer for estate planning, best wills attorney near me, experienced wills lawyer, wills lawyer with free consultation, top wills lawyer in [City] |
| Trusts | trusts lawyer for asset protection, best trusts attorney near me, experienced trusts lawyer, trusts lawyer with free consultation, top trusts lawyer in [City] | |
| Probate | probate lawyer for estate administration, best probate attorney near me, experienced probate lawyer, probate lawyer with free consultation, top probate lawyer in [City] | |
| Estate Administration | estate administration lawyer for executors, best estate administration attorney near me, experienced estate administration lawyer, estate administration lawyer with free consultation, top estate administration lawyer in [City] | |
| Asset Protection | asset protection lawyer for high net worth, best asset protection attorney near me, experienced asset protection lawyer, asset protection lawyer with free consultation, top asset protection lawyer in [City] | |
| Employment Law | Wrongful Termination | wrongful termination lawyer for employees, best wrongful termination attorney near me, experienced wrongful termination lawyer, wrongful termination lawyer with free consultation, top wrongful termination lawyer in [City] |
| Workplace Discrimination | workplace discrimination lawyer for employees, best workplace discrimination attorney near me, experienced workplace discrimination lawyer, workplace discrimination lawyer with free consultation, top workplace discrimination lawyer in [City] | |
| Wage Disputes | wage dispute lawyer for unpaid wages, best wage dispute attorney near me, experienced wage dispute lawyer, wage dispute lawyer with free consultation, top wage dispute lawyer in [City] | |
| Harassment | harassment lawyer for workplace harassment, best harassment attorney near me, experienced harassment lawyer, harassment lawyer with free consultation, top harassment lawyer in [City] | |
| Employment Contracts | employment contract lawyer for employees, best employment contract attorney near me, experienced employment contract lawyer, employment contract lawyer with free consultation, top employment contract lawyer in [City] | |
| Real Estate Law | Property Transactions | property transaction lawyer for buyers, best property transaction attorney near me, experienced property transaction lawyer, property transaction lawyer with free consultation, top property transaction lawyer in [City] |
| Landlord-Tenant Disputes | landlord-tenant dispute lawyer for evictions, best landlord-tenant dispute attorney near me, experienced landlord-tenant dispute lawyer, landlord-tenant dispute lawyer with free consultation, top landlord-tenant dispute lawyer in [City] | |
| Zoning Issues | zoning lawyer for property development, best zoning attorney near me, experienced zoning lawyer, zoning lawyer with free consultation, top zoning lawyer in [City] | |
| Real Estate Development | real estate development lawyer for commercial projects, best real estate development attorney near me, experienced real estate development lawyer, real estate development lawyer with free consultation, top real estate development lawyer in [City] | |
| Immigration Law | Visa Applications | visa lawyer for family visas, best visa attorney near me, experienced visa lawyer, visa lawyer with free consultation, top visa lawyer in [City] |
| Deportation Defense | deportation defense lawyer for immigrants, best deportation defense attorney near me, experienced deportation defense lawyer, deportation defense lawyer with free consultation, top deportation defense lawyer in [City] | |
| Citizenship | citizenship lawyer for naturalization, best citizenship attorney near me, experienced citizenship lawyer, citizenship lawyer with free consultation, top citizenship lawyer in [City] | |
| Asylum | asylum lawyer for refugees, best asylum attorney near me, experienced asylum lawyer, asylum lawyer with free consultation, top asylum lawyer in [City] | |
| Green Cards | green card lawyer for permanent residency, best green card attorney near me, experienced green card lawyer, green card lawyer with free consultation, top green card lawyer in [City] | |
| Bankruptcy Law | Chapter 7 Bankruptcy | Chapter 7 bankruptcy lawyer for debt relief, best Chapter 7 bankruptcy attorney near me, experienced Chapter 7 bankruptcy lawyer, Chapter 7 bankruptcy lawyer with free consultation, top Chapter 7 bankruptcy lawyer in [City] |
| Chapter 13 Bankruptcy | Chapter 13 bankruptcy lawyer for debt reorganization, best Chapter 13 bankruptcy attorney near me, experienced Chapter 13 bankruptcy lawyer, Chapter 13 bankruptcy lawyer with free consultation, top Chapter 13 bankruptcy lawyer in [City] | |
| Debt Relief | debt relief lawyer for credit card debt, best debt relief attorney near me, experienced debt relief lawyer, debt relief lawyer with free consultation, top debt relief lawyer in [City] | |
| Foreclosure Defense | foreclosure defense lawyer for homeowners, best foreclosure defense attorney near me, experienced foreclosure defense lawyer, foreclosure defense lawyer with free consultation, top foreclosure defense lawyer in [City] |
Conclusion
Choosing the right keywords for your law firm’s Google Ads campaigns is essential for reaching the right audience and maximizing your ROI. By understanding the different types of keywords, conducting thorough research, and regularly monitoring and adjusting your keyword list, you can create a more effective and efficient advertising strategy.
For additional strategies and optimization tips, visit our guides on effective Google Ads campaigns for lawyers and improving Google Ads CTR for law firms. These resources can help you refine your campaigns and achieve better performance, ultimately attracting more clients to your practice.
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