How to Set Up a Seasonal Google Ads Campaigns for Law Firms

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How Can I Create Seasonal or Event-Based Google Ads Campaigns?

Creating seasonal or event-based Google Ads campaigns can significantly boost your law firm’s visibility and client acquisition during specific times of the year. By aligning your advertising efforts with relevant seasons or events, you can capture the attention of potential clients when they are most likely to need your services. This detailed guide will walk you through the process of planning, creating, and optimizing effective seasonal or event-based Google Ads campaigns.

To master the fundamentals of effective campaign creation, read our guide on effective Google Ads campaigns for lawyers.

Understanding Seasonal and Event-Based Campaigns

Definition and Purpose

Seasonal campaigns are designed to align with specific seasons, holidays, or annual events. Event-based campaigns, on the other hand, focus on particular events, such as local community gatherings, legal seminars, or industry conferences. Both types of campaigns aim to leverage timely opportunities to attract and convert potential clients.

Types of Seasonal Campaigns

For law firms, relevant seasonal campaigns might include:

  • Tax Season: Targeting clients needing tax-related legal services.
  • Holiday Season: Promoting family law services during holidays when family-related legal issues may arise.
  • Summer Vacation: Focusing on travel-related legal services, such as immigration or personal injury claims.

Types of Event-Based Campaigns

Event-based campaigns for law firms can include:

  • Local Events: Participating in community events or legal aid clinics.
  • Legal Seminars: Promoting your firm’s involvement in or hosting of legal seminars.
  • Industry Conferences: Highlighting your firm’s presence at industry-specific conferences.

For more foundational knowledge on creating effective campaigns, visit effective Google Ads campaigns for lawyers.

Planning Your Campaign

Identifying Key Dates and Events

Create a calendar that includes all significant dates and events relevant to your law firm’s practice areas. This will help you plan and allocate resources effectively.

Setting Campaign Goals

Define clear objectives for your seasonal or event-based campaigns. These goals could include increasing website traffic, generating leads, or promoting a specific service.


Allocate a budget specifically for your seasonal or event-based campaigns. Consider the potential return on investment (ROI) and allocate funds accordingly.

Keyword Research

Conduct keyword research to identify terms that are relevant to the season or event. Use tools like Google Keyword Planner to find high-performing keywords.

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

Creating Effective Ad Copy

Tailoring Ad Copy to the Season or Event

Ensure that your ad copy is relevant to the specific season or event. Highlight the services that are most relevant during this time and address the unique needs of your audience.

Using Seasonal Keywords

Incorporate seasonal or event-specific keywords into your ad copy. This improves relevance and increases the likelihood that your ads will appear in relevant searches.

Incorporating Special Offers and Promotions

Highlight any discounts or special services you are offering during the season or event. This can attract more attention and encourage potential clients to choose your firm.

Including Urgency and Call to Action (CTA)

Create a sense of urgency by using time-sensitive language in your CTAs. Phrases like “limited time offer” or “schedule your consultation today” can prompt immediate action.

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

Designing Seasonal Landing Pages

Consistency with Ad Copy

Ensure that your landing page content matches the ad copy. This consistency helps build trust and provides a seamless user experience.

Seasonal Design Elements

Incorporate visuals that reflect the season or event, such as holiday-themed images or event-specific graphics. This enhances the relevance of your landing page.

Optimizing for Conversions

Design your landing pages with conversions in mind. Include clear CTAs, easy-to-fill forms, and trust signals like client testimonials or certifications.

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

Targeting and Scheduling

Audience Targeting

Identify and target the right audience for your seasonal or event-based campaigns. Use demographic, geographic, and interest-based targeting to reach potential clients.

Ad Scheduling

Set up your ads to run at times when your target audience is most likely to be searching for your services. This ensures maximum visibility and engagement.


If your campaign is related to a local event or season, use geotargeting to focus on users in specific locations. This helps ensure that your ads are reaching the most relevant audience.

Utilizing Ad Extensions

Sitelink Extensions

Add sitelink extensions to direct users to specific pages on your website, such as service pages or contact forms. This provides more options for users to engage with your site.

Call Extensions

Include call extensions to make it easy for users to contact your firm directly from the search results. This is particularly useful for mobile users.

Promotion Extensions

Highlight any special offers or discounts using promotion extensions. This can attract more attention and encourage potential clients to take advantage of your services.

For more on using ad extensions effectively, visit Google Ads ad extensions for lawyers.

Monitoring and Optimization

Tracking Performance

Use Google Ads and Google Analytics to track the performance of your campaigns. Monitor key metrics such as click-through rate (CTR), conversion rate, and ROI.

A/B Testing

Test different ad copies, keywords, and landing pages to determine what works best. Use A/B testing to compare performance and make data-driven decisions.

Making Adjustments

Continuously optimize your campaigns based on performance data. Adjust your keywords, ad copy, and targeting to improve results.

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


Creating seasonal or event-based Google Ads campaigns can help your law firm capitalize on timely opportunities and attract more clients. By planning ahead, tailoring your ad copy, designing effective landing pages, and continuously optimizing your campaigns, you can achieve better results and grow your practice.

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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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