Broad match with no negatives
Broad match on "lawyer" buys clicks for law schools, salaries and free advice. Without a negative list you pay full price for every one.
PAID SEARCH
Google Ads For Law Firms
Legal keywords are the most expensive in Google Ads, and most law firm accounts are built in a way that guarantees waste — broad match on general terms, no negative list, and a landing page that is the homepage. Fixing those three things usually halves the cost per signed matter before any budget increase.
- Negative keywords before budget
- A landing page per ad group, never the homepage
- Measured to signed matters, not clicks
#1
Most expensive vertical in Google Ads
-40%
Typical waste in an unaudited account
30
Days to a rebuilt account
THE PROBLEM
How law firm accounts waste money
Almost every account we audit loses budget in the same four places, and none of them require more spend to fix.
Everything points at the homepage
An ad for a specific practice area landing on a general homepage loses most of the click. The page has to answer the search that was made.
Conversions counted as form fills
A form fill is not a case. Without call tracking and matter-level attribution, the account optimizes toward whichever channel produces the most noise.
Competitors bid on your name and you do not
Brand terms are the cheapest clicks you will ever buy and the ones you can least afford to lose. Most firms leave them unprotected.