What Are Call-Only Ads and Should I Use Them for My Law Firm?

Home Google Ads What Are Call-Only Ads and Should I Use Them for My Law Firm?

What Are Call-Only Ads and Should I Use Them for My Law Firm?

Call-only ads are a powerful advertising tool that can help law firms connect directly with potential clients over the phone. This direct approach can be highly effective for converting leads, as users who call are often ready to engage immediately. This detailed guide will explain what call-only ads are, their benefits, how to set them up, and best practices for law firms.

For a deeper understanding of creating successful campaigns, check out our insights on effective Google Ads campaigns for legal professionals.

Understanding Call-Only Ads

Definition of Call-Only Ads

Call-only ads are a type of ad format in Google Ads designed to encourage users to call your business directly. These ads appear on mobile devices with a clickable phone number, making it easy for users to initiate a call with a single tap.

How Call-Only Ads Work

When a user clicks on a call-only ad, their phone’s dialer opens with your firm’s phone number pre-filled. The ad’s main objective is to generate phone calls rather than directing users to a website.

Difference from Traditional Ads

Unlike traditional text ads that drive traffic to a website, call-only ads are specifically tailored to initiate phone calls. This can be particularly beneficial for law firms looking to engage directly with potential clients.

For more on the basics of setting up a Google Ads account, visit getting started with Google Ads for lawyers.

Benefits of Using Call-Only Ads

Direct Client Contact

Call-only ads enable immediate phone contact with potential clients. This direct line of communication can help quickly address client needs and establish a personal connection.

Higher Intent

Users who choose to call are often further along in the decision-making process and have a higher intent to engage. This can result in higher conversion rates compared to other ad formats.

Mobile Optimization

Call-only ads are optimized for mobile devices, making them ideal for capturing users who are searching on the go. This mobile-friendly approach ensures a seamless user experience.

Increased Conversions

By focusing on generating phone calls, call-only ads can lead to higher conversion rates. Potential clients who call are typically more ready to discuss their legal issues and engage your services.

For tips on improving ad performance, visit improving Google Ads CTR for law firms.

Setting Up Call-Only Ads for Your Law Firm

Creating a Call-Only Campaign

  1. Sign in to Google Ads: Access your Google Ads account and create a new campaign.
  2. Select Campaign Type: Choose the “Search” campaign type and select the goal “Leads.”
  3. Campaign Settings: In the campaign settings, select “Call-Only” under “Networks.”
  4. Ad Group Creation: Create an ad group and add relevant keywords.
  5. Create Ads: Input your business name, phone number, and ad copy. Ensure your ad copy is compelling and encourages users to call.

Writing Effective Ad Copy

Effective ad copy for call-only ads should:

  • Include a strong call to action, such as “Call Now” or “Speak to an Attorney Today.”
  • Highlight your unique selling points, like “Free Consultation” or “24/7 Availability.”
  • Be concise and clear, making it easy for users to understand the benefits of calling your firm.

Using Ad Extensions

Enhance your call-only ads with ad extensions, such as:

  • Location Extensions: Show your business address to build trust.
  • Callout Extensions: Highlight special offers or services.
  • Structured Snippets: Provide additional details about your services.

For more on writing compelling ad copy, visit effective Google Ads copy for lawyers.

Best Practices for Law Firms

Targeting Relevant Keywords

Select keywords that are likely to trigger calls from potential clients. Focus on keywords that indicate a high intent to contact, such as “emergency legal advice” or “immediate consultation with a lawyer.”

Scheduling Ads

Run your call-only ads during your business hours to ensure that someone is available to answer calls. Use ad scheduling to control when your ads are shown, maximizing the chances of connecting with potential clients.

Tracking and Measuring Performance

Monitor key metrics, such as call duration and conversion rates, to assess the effectiveness of your call-only ads. Use Google Ads and Google Analytics to track performance and make data-driven adjustments.

Compliance and Legal Considerations

Ensure that your ads comply with advertising regulations and ethical guidelines for legal marketing. Clearly state your terms and conditions, and avoid misleading claims.

For more on tracking performance, visit tracking Google Ads performance for lawyers.

Monitoring and Optimizing Call-Only Ads

Tracking Performance Metrics

Analyze call data and ad performance regularly to understand which ads and keywords are driving the most calls. Key metrics to monitor include call duration, cost per call, and conversion rates.

Adjusting Bids and Budgets

Optimize your bids and budgets based on performance data. Increase bids for high-performing keywords to maximize visibility and reduce spend on underperforming keywords.

Continuous Testing and Improvement

Regularly update and refine your call-only ads to ensure they remain effective. Test different ad copies, headlines, and call-to-action phrases to identify the most successful combinations.

For more on optimizing performance, visit A/B testing in Google Ads for lawyers.


Call-only ads offer significant benefits for law firms looking to connect directly with potential clients. By leveraging this ad format, you can drive immediate phone calls, improve conversion rates, and enhance your overall advertising strategy. Following best practices for creating and optimizing call-only ads can help your law firm achieve better results and attract more clients.

Additional Resources

If you liked what you read, subscribe to our newsletter below for weekly updates on valuable resources. Fill out the form at the bottom of this page if you want to learn more about our initiatives, and we’ll contact you shortly.

Santiago Alvarez
Santiago Alvarez

Ad Hoc Digital is an agency that specializes in helping law firms get more clients, and in total our team has over a decade of experience in marketing and advertising. Santiago Alvarez, the founder has been working exclusively with law firms since 2022.

Table of Contents

Want More Insights Like This?

Subscribe to our newsletter for ongoing tips and strategies to enhance your law firm's efficiency and success.