Google Ads Account Structure for Law Firms: A Detailed Guide

Home Google Ads Google Ads Account Structure for Law Firms: A Detailed Guide

How Should I Structure My Law Firm’s Google Ads Account for Maximum Efficiency?

A well-structured Google Ads account is crucial for maximizing the efficiency and effectiveness of your advertising campaigns. For law firms, a strategic approach to account organization can lead to higher click-through rates (CTR), better ad relevance, and improved return on investment (ROI). This detailed guide will walk you through the steps to structure your Google Ads account for maximum efficiency, covering everything from account setup to campaign organization, ad creation, keyword strategy, and performance monitoring.

Gain foundational knowledge on creating successful campaigns by visiting our guide on effective Google Ads campaigns designed specifically for lawyers.

Understanding Google Ads Account Structure

Hierarchy of Google Ads

Google Ads accounts are organized into a hierarchical structure:

  • Account: The top level, where billing and account settings are managed.
  • Campaigns: Groups of ad groups that share a budget and settings.
  • Ad Groups: Sets of ads and keywords that target specific themes.
  • Ads: Individual advertisements shown to users.
  • Keywords: Terms that trigger your ads to appear in search results.

Importance of Structure

A well-structured account helps you:

  • Improve ad relevance and quality scores
  • Better allocate and manage budgets
  • Simplify performance tracking and optimization

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

Setting Up Your Google Ads Account

Creating an Account

To create a Google Ads account:

  1. Visit the Google Ads homepage and click “Start Now.”
  2. Follow the prompts to set up your account, including entering your business information and payment details.
  3. Set your initial campaign settings, such as location and budget.

Linking Google Analytics

Integrate Google Analytics with your Google Ads account to gain deeper insights into user behavior and campaign performance. This integration allows you to track conversions, set up goals, and analyze the effectiveness of your ads.

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

Organizing Campaigns

Campaign Types

Choose the right campaign types for your law firm:

  • Search Campaigns: Target users actively searching for legal services.
  • Display Campaigns: Reach users while they browse websites, use apps, or watch videos.
  • Video Campaigns: Show ads on YouTube and other video platforms.
  • Local Service Ads: Promote your law firm to local clients with pay-per-lead ads.

Campaign Goals

Set clear objectives for each campaign, such as lead generation, brand awareness, or website traffic. Align your campaign goals with your overall marketing strategy.

Budget Allocation

Distribute your budget across campaigns based on their goals and expected ROI. Regularly review and adjust your budget allocation to ensure optimal performance.

For more on setting up and updating campaigns, visit updating Google Ads campaigns for lawyers.

Structuring Ad Groups

Thematic Ad Groups

Group your ads by specific themes or services, such as personal injury, family law, or estate planning. This helps create more targeted and relevant ads.

Keyword Grouping

Organize keywords within ad groups to ensure they are closely related. This improves ad relevance and quality scores.

Ad Group Size

Keep ad groups small and focused. Ideally, each ad group should contain no more than 15-20 closely related keywords.

For more on effective keyword strategies, visit best keywords for law firm Google Ads.

Crafting Effective Ads

Ad Copy Best Practices

Write compelling and relevant ad copy that addresses the needs of your target audience. Highlight your unique selling points and include a clear call to action.

Ad Extensions

Use ad extensions to enhance your ads and provide additional information. Common ad extensions include sitelinks, call extensions, and location extensions.

Responsive Search Ads

Leverage responsive search ads to create flexible ads that automatically adjust to show the best-performing headlines and descriptions.

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

Keyword Strategy

Keyword Research

Conduct thorough keyword research to identify relevant terms for your services. Use tools like Google Keyword Planner to find high-performing keywords.

Match Types

Understand the different keyword match types:

  • Broad Match: Shows ads for searches related to your keywords.
  • Phrase Match: Shows ads for searches that include your exact keywords in a specific order.
  • Exact Match: Shows ads for searches that exactly match your keywords.

Negative Keywords

Use negative keywords to filter out irrelevant traffic and improve ad relevance. Regularly update your negative keyword list based on search query reports.

For more on optimizing keywords, visit using negative keywords in Google Ads for lawyers.

Landing Page Optimization

Relevance and Consistency

Ensure your landing pages match the content of your ads. This improves user experience and increases the likelihood of conversions.

Conversion Optimization

Design your landing pages with clear calls to action, easy-to-fill forms, and trust signals like client testimonials and certifications.

Mobile Optimization

Make sure your landing pages are mobile-friendly, as many users will access your site from mobile devices. Ensure fast loading times and easy navigation.

For tips on optimizing landing pages, visit best practices for Google Ads landing pages for lawyers.

Setting Up Tracking and Analytics

Conversion Tracking

Implement conversion tracking to measure key actions, such as form submissions, phone calls, and appointment bookings. This data is crucial for evaluating campaign performance.

Using Google Analytics

Leverage Google Analytics to gain deeper insights into user behavior and campaign effectiveness. Set up goals and funnels to track user journeys and conversions.

Setting Up Goals and Funnels

Define specific goals in Google Analytics, such as completed contact forms or scheduled consultations. Use funnels to visualize the steps users take to reach these goals.

For more on setting up tracking, visit conversion tracking for law firms.

Monitoring and Optimization

Regular Performance Reviews

Regularly analyze your campaign performance data to identify trends and areas for improvement. Focus on key metrics like CTR, conversion rate, and cost per conversion.

A/B Testing

Conduct A/B tests to compare different ad variations and strategies. Use the results to optimize your ads and improve performance.

Adjusting Bids and Budgets

Make data-driven adjustments to your bids and budgets based on performance data. Increase bids for high-performing keywords and reduce spend on underperforming ones.

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


Structuring your Google Ads account efficiently is crucial for maximizing the performance and effectiveness of your campaigns. By following best practices for campaign organization, ad group structuring, ad creation, keyword strategy, and performance monitoring, your law firm can achieve better results and higher ROI.

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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.

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