How Often Should I Update My Law Firm’s Google Ads Campaigns?

Home Google Ads How Often Should I Update My Law Firm’s Google Ads Campaigns?

Regularly updating your Google Ads campaigns is crucial for maintaining optimal performance and achieving your marketing goals. For law firms, this means attracting more qualified leads and maximizing return on investment (ROI). This detailed guide will explain how often you should update your Google Ads campaigns and the key areas to focus on.

Discover essential insights into creating effective campaigns with our guide on Google Ads campaigns tailored for lawyers.

Initial Setup and Launch

Initial Research and Setup

Before launching your Google Ads campaign, thorough keyword research and ad copy creation are essential. This involves identifying the keywords that potential clients are using to search for legal services and crafting compelling ad copy that speaks to their needs. Setting up a well-structured campaign from the start can lay the foundation for future success.

For more on setting up your campaigns, visit getting started with Google Ads for lawyers.

Launch Phase

During the initial launch phase, it’s important to monitor your campaign closely. This means checking performance metrics daily to identify any immediate issues and making quick adjustments as necessary. The first few weeks are critical for setting the tone of your campaign’s performance.

Regular Monitoring and Analysis

Daily Checks

Daily monitoring is essential for keeping a close eye on key metrics such as click-through rate (CTR), conversion rate, and cost per click (CPC). This allows you to quickly address any underperforming ads or keywords and ensure that your budget is being spent effectively.

Weekly Reviews

Weekly reviews provide an opportunity to analyze performance trends and make more informed adjustments. During these reviews, focus on identifying patterns in your data, such as which keywords are driving the most conversions or which ads have the highest CTR.

Monthly Reports

A comprehensive monthly review allows for a deeper analysis of your campaign’s performance. This is the time to evaluate overall campaign effectiveness, adjust your strategy based on performance data, and plan for any upcoming changes or events that could impact your campaigns.

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

Key Areas to Update


Regularly updating your keyword list is crucial for maintaining relevance and efficiency. This includes adding new keywords that show potential, removing underperforming ones, and refining match types based on performance data.

Ad Copy

Testing new ad variations is essential for optimizing performance. Regularly update your ad copy to ensure it remains compelling and relevant. This could involve creating new headlines, refining descriptions, or testing different calls to action.

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

Bids and Budget

Adjusting bids and budget allocation based on performance data helps ensure that your ads are getting the visibility they need while staying within your budget. This might involve increasing bids on high-performing keywords or reallocating budget to more effective campaigns.

Ad Extensions

Ad extensions enhance your ads by providing additional information and increasing their visibility. Regularly review and optimize your ad extensions to ensure they are contributing to your campaign’s success.

Landing Pages

Ensure that your landing pages are optimized and relevant to the ads they are linked from. Regular updates to your landing pages can improve user experience and increase conversion rates.

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

Responding to Changes in the Market

Seasonal Adjustments

Adjust your campaigns for seasonal trends and events that may impact the demand for legal services. For example, certain practice areas may see increased demand during specific times of the year, such as tax law during tax season.

Competitor Activity

Monitor your competitors’ actions and adjust your campaigns accordingly. If a competitor increases their advertising efforts, you may need to adjust your bids or ad copy to stay competitive.

Legal and Industry Updates

Stay informed about changes in legal advertising regulations and industry standards. Ensuring compliance with these updates is essential for maintaining the integrity and effectiveness of your campaigns.

For more on compliance, visit legal compliance for Google Ads lawyers.

Using Data and Analytics for Updates

Conversion Tracking

Use conversion tracking to measure the effectiveness of your campaigns. Analyzing conversion data helps you understand which keywords and ads are driving the most valuable actions.

A/B Testing

Implement A/B tests to compare different versions of your ads, landing pages, and other campaign elements. This helps identify what works best and guides your optimization efforts.

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

Google Analytics

Leverage Google Analytics to gain deeper insights into user behavior and campaign performance. This data can inform your updates and help you make more informed decisions.

Tools and Automation

Google Ads Tools

Utilize built-in Google Ads tools for campaign management, such as the Keyword Planner and Performance Planner. These tools can help you identify opportunities for optimization and make data-driven decisions.

Third-Party Tools

Explore additional tools for advanced optimization, such as SEMrush, Ahrefs, and SpyFu. These tools offer in-depth analysis and competitive insights that can enhance your campaign management.


Set up automated rules and scripts to handle routine updates, such as pausing underperforming ads or adjusting bids based on performance criteria. Automation can save time and ensure that your campaigns remain optimized.


Regularly updating your Google Ads campaigns is essential for maintaining their effectiveness and achieving your marketing goals. By monitoring performance, making data-driven adjustments, and responding to market changes, you can ensure that your campaigns continue to deliver valuable leads for your law firm.

Additional Resources

If this content piqued your interest, consider subscribing to our newsletter for weekly updates on valuable resources. Fill out the form below to learn more about our services, and we’ll be in touch 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.