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If You Aren't A Google Ads Professional, You're Likely Wasting 80% Of Your Marketing Spend


Google Ads Agency for Law Firms

Since we’ve managed hundreds of thousands of dollars in Google Ads campaigns in the last 18 years, we can tell you very quickly whether your campaign is performing well or the exact aspects that require improvement.

If your campaign is performing well, we’ll tell you. If it’s not, or if there are areas in which we think we can offer significant help, we’ll tell you that as well – in a way that you’ll be able to understand (even if you’re not a Google Ads expert).

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Why Choose Us for Google Ads Management for Lawyers?

Did You Know?

  • If you’re using an automated bid strategy, you’re likely significantly over-paying for clicks.
  • The cost of clicks and the placement of your ads is largely determined by the Quality Score of each of your keywords.  Clicks costs for keywords with a Quality Score of 10 can be up to 40% or more less than click costs for keywords with a Quality Score of 4.
  • Quality Score is made up of Landing Page Experience Ad Quality, and Expected Click Through Rate.
  • If you’re not taking steps to achieve a high Quality Score (and “Above Average” rankings for each for each of these three components), you’re over-paying for clicks.

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  • Google determines which ads are shown (and the placement of ads) based upon Ad Rank.  If you’re not seeking to optimize your Ad Rank, your campaign will under-perform (and be overly-costly).
  • You should almost never be using Broad Match keywords.
  • If you’re Conversion Rate is less than 10%, you’re landing pages need to better. Doubling your Conversion Rate will cut your lead cost in half.
  • If you’re using Phrase Match keywords, Google will be showing your ads to searches for your competitors (potential harming your Click Through Rate and Quality Score, and ultimate leading to higher cost clicks.

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Google Ads FAQ's

Google Ads, formerly known as Google AdWords, is the name for Google’s online advertising platform. Google Ads allow businesses, including law firms, to create advertisements that appear on Google’s search engine results pages (SERPs), across their Display Network (if desired), and on YouTube videos.

Google Ads allows law firms to reach potential clients when they are looking for legal services.

CPC, which stands for Cost Per Click, and PPC, which stands for Pay Per Click, represent an advertising model where you’re only charged if someone clicks on your advertisement.

Additional advertising models comprise:

  • Cost Per Impression, under which you’re charged based on the number of times your ad is displayed, irrespective of whether it’s clicked.
  • Cost Per Engagement, where charges apply when a user engages in a specific way with your ad, such as watching your video ad.

Google Ads primarily come in three different forms:

  • Search Network Campaigns – Typically in text format, these ads appear on Google Search results pages when an individual searches for a product or service related to what you offer.
  • Display Network Campaigns – Usually presented as images, these ads are visible on websites or apps frequented by your target audience.
  • Video Campaigns – These are usually 6 or 15-second video ads that are displayed either before or during YouTube content.

There’s no specific period that you must run your Google Ads for. Google Ads provides flexibility when it comes to duration. You can run a campaign indefinitely or set a specific end date. It’s best to keep a campaign active for at least a few weeks to collect enough data for meaningful analysis.

However, remember that online advertising is a dynamic process. The effectiveness of your ads can change over time due to various factors, such as increased competition, market changes, or changes in search behavior. Therefore, regular monitoring, testing, and adjustment of your campaigns are essential for long-term success.

Determining the success of a Google Ads campaign often boils down to your initial objectives. If your goal was to increase brand awareness, then metrics like impressions (the number of times your ad was shown) and reach (the number of unique users who saw your ad) would be crucial. If you’re aiming to increase client inquiries or consultations, then the conversion rate (the number of desired actions taken divided by the number of clicks) would be a key success metric.

Google Ads is a powerful tool, but it’s also complex and nuanced. That’s where a specialized law firm Google Ads agency like Esquire Interactive comes in. By leveraging our deep understanding of both PPC marketing and the legal industry, we can provide numerous benefits to law firms.

  • Experience in Successful Ad Development. Through managing Google Ad campaigns for over 18 years, we know what works! We are able to develop successful campaigns at the outset without having to wait months of trial and error and wasted spend.
  • Google Ads Optimization. Underperforming ads will have a low click-through rate, and a low click-through rate will translate to a low quality score. In turn, this translates to having to pay more per click.
  • Building Landing Pages that Convert. You are paying for clicks to go to your landing page. You want those clicks to convert (by calls by contact form submissions). When the conversion rate doubles, your cost per conversion will be cut in half. As a result, it is critical to develop landing pages optimized for conversion.
  • Search Term Analysis. It is critical to have campaigns focused on the exact search terms for your firm and to actively update negative keywords (search terms used where you don’t want your ads to be displayed). This will ensure a high click-through rate, high quality score, and lower click cost.
  • Quality Score Focus. Google advertisers are charged in part based on the quality score for individual keywords. Quality score if made up of the historical click-through rate, landing page experience, and ad relevancy. Scores range from 1-10, with five being average. As an example, a keyword with a quality score of 10 may be charged 50% less than a quality score of 5. We focus on achieving high quality scores to reduce the click cost for clients.

If you need assistance with your law firm’s Google Ads, we invite you to call our office at 520-261-8645 to schedule a free consultation with an experienced Google Ads specialist.