Bing Ads gives your law firm a new way to reach people actively searching for legal services. At Lawagenz, we create and manage Bing Ads campaigns for lawyers. We optimize campaigns through keyword research and strategy, campaign structure, ad copy, audience targeting, conversion tracking, and ongoing optimization—all centered on one key goal: to show your firm when potential clients search and convert paid traffic into inquiries.
Why Do Law Firms Need Bing Ads?
Google Ads is usually the go-to platform for paid ads, but your law firm shouldn’t limit itself to this channel. Microsoft Advertising is another opportunity for your law firm to reach Bing and Yahoo users as well as the broader Microsoft search platform.
Bing Ads can give your law firm more diversified search traffic, alongside Google Ads and your practice’s SEO work. If your law firm operates in one of the highest-value practice areas, as many do, an additional avenue of qualified search traffic can translate to increased calls and consultation requests.
The issue isn’t just placing your ads and letting them run. Your campaigns need to target relevant searches, practice areas, locations, and demographics, and you need to control spend.
Enter Lawagenz.
Lawagenz Bing Ads Legal Advertising Service
Keyword Research in the Context of Legal Services
We identify relevant keywords for your firm’s practice areas and the legal services you offer. Our keyword research considers the client’s intent, location, search volume, and the competitiveness and relevance of terms to build a thorough campaign of targeted ad groups.
We may focus on searches related to practice areas such as immigration, criminal defence, civil and personal injury law, family law, employment law, bankruptcy, and other legal specialties.
We can also implement negative keywords to exclude searches that will not turn into inquiries.
Practice Area Campaign Structure
A single campaign with all practices, with practices competing against each other, is not optimal.
We structure campaigns, ad groups, keywords, and content around relevant practice areas, location, and search terms to give the campaign more control, wider reach, and easier reporting.
We design each campaign around the distinct segments that make sense for the practice areas you’re marketing.
Relevant, Easy-to-Understand Ad Copy
Your legal ad copy should connect with search intent quickly and generate clicks that lead to conversions.
We design ad copy that connects the searcher’s target practice areas, location, and service offering to what the firm does, whether that relates to experience, consultation provision, or market differentiation.
Geographic Targeting
Location is everything to a law firm. We create campaigns that are focused on the locations your firm covers. Whether it is a city, state, or even a general service area, we help ensure your advertising dollars go to the right places for your business.
This not only helps your campaigns target users in your area but also ensures you’re not wasting clicks on users outside the locations your firm can cover.
Conversion Tracking
Clicks are just the beginning. We set up conversion tracking for important actions, such as telephone calls, consultation requests, and form submissions (where technically available). These actions show how visitors from paid search campaigns engage with your site and which keywords and campaigns drive the best actions.
Campaign Performance Monitoring
Bing Ads should not be a “set-and-forget” service. Lawagenz constantly reviews campaign performance and strategically optimizes campaigns for greater effectiveness. We review search terms, CTR, activity and conversions, budgets, and keyword and ad performance to identify underperformers and optimize them. We also use this information to grow campaigns where appropriate and to constantly fine-tune them.
Bing Ads That Augment Your SEO Effort
Search engine optimization and paid search each serve a purpose, but they can also complement one another. Search Engine Optimization Enhances Your Organic Visibility Over Time. Bing Ads helps your firm gain paid search visibility for specific terms as you work to improve organic visibility. Paid Search Data Can Help You Make Broader Search Marketing Decisions. You can analyze paid search data to identify the services and keywords performing well for your firm, then use that information to inform your broader search marketing efforts.
Search Marketing for Law Firms:
If you want to expand the search marketing channels you use in your paid search efforts, Bing Ads can give you another option to reach your target clients.
Make Search Intent Work Harder
For You Build Bing Ads Not Just Above Search Results But For The Right Searches Bing Ads work best when they do more than appear above a search page; they help people who need legal services find your firm. Lawagenz applies paid search knowledge and legal industry insights to that intent to create campaigns that work. From technical setup to ongoing optimization, we handle the nuances that make every paid search dollar go further. Get more relevant searches for your law firm through Bing Ads with Lawagenz.