When someone searches Google for a lawyer, legal service, or legal advice, they’re actively seeking a solution to a problem. Search campaigns put your law firm in front of that search traffic.
At Lawagenz, we design and execute search campaigns for law firms. From identifying the right keywords to campaign structure, ad copy, targeting, landing pages, and ongoing optimization, we build campaigns that turn paid search traffic into new legal enquiries.
Get In Front Of High-Intent Searches When Ads Matter
Google Ads is more than giving your law firm exposure to a broad audience. Your ads can be seen when someone searches for most areas of law, including personal injury, family law, criminal defence, immigration, employment law, and more.
We filter searches to match your practice, demographics, and client acquisition strategy. We direct your spend to searches with commercial intent, not just traffic to your site.
Focus Search Campaigns on Your Practice Areas
Your practice isn’t just the one-size-fits-all service. And your search campaigns shouldn’t be either. Lawagenz creates campaigns by practice area and by target market. We can structure campaigns by service, search intent, geographic location and various other parameters to give you better control over what you advertise.
For example, if your firm offers a broad range of family law services, including divorce, child support, and legal separation, you’ll want individual campaigns for each, so your ads and landing pages match the visitor’s intent. This ensures a more targeted ad experience.
Focus on the Appropriate Location(s)
Practicing law is a location-centric business. When a client searches for an attorney, they typically look for someone who can practice in their area. Our search campaigns include geographically targeted ads that reflect your firm’s practice areas and service region(s).
You can narrow your campaigns to a city, region, entire province, or other area, based on where you practice.
We also optimize campaigns to incorporate location-specific search volume and keywords, ensuring your ads show only to people seeking legal services in the target area(s).
Write Ad Copy That Converts
One impression on the search network is not enough. Your search ads need to quickly establish relevance and persuade a prospective client to take the next step. Lawagenz creates ad copy based on your practice areas, services, locations, and conversions.
Your headlines and descriptions are written with the searcher’s intent in mind, giving searchers reasons to choose your firm.
When relevant, search campaigns can include facts and differentiators such as consultations, practice areas, location, experience, or information that you specify. Each element is written to encourage the searcher to take the desired action, such as clicking through to your website, calling your firm, or filling out an inquiry form.
Link Search Campaigns to Conversion-Optimized Landing Pages
When a good search campaign doesn’t drive results, it’s often because the landing page doesn’t match the ad. We connect your campaign messaging to targeted landing pages, so prospective clients can easily access the content they’re trying to find. The landing page should answer what you do, where you do it, and how someone can reach your firm. Lawagenz can review your keyword-to-ad-to-landing page-to-call-to-action-to-conversion funnel to identify optimization opportunities.
Look After Your Search Campaign’s Budget
A paid search campaign isn’t set-and-forget. Search behaviour evolves, competitors change their offering, and some keywords don’t perform as expected. We continuously monitor and optimize campaigns, which may include refining keywords, reviewing search terms, adjusting bids and budgets, developing better ad variations and negatives, and repositioning spend to winning campaigns. We don’t set out to spend more; we optimize campaigns to get the most from them.
Monitor the Numbers that Count
Lawagenz tracks the campaign measurements that matter and drive success. When measuring your campaign, your firm’s goals will help determine what we track, but some of the data we’ll look at includes impressions, clicks, click-through rate, cost per click, conversions, cost per conversion, calls, form submissions, and any other goals we agree upon based on the campaign parameters.
Why Law Firms Trust Lawagenz for Search Campaigns
Search campaigns in the legal industry need a specific approach. Your practice areas and jurisdictions, the competition, how people search for legal services, and your goal for acquiring clients all affect campaign effectiveness. By combining search campaign expertise with legal-sector digital marketing, Lawagenz plans campaigns around how people search for law firms. We build campaigns around a structure tailored to your practice area: intent-based keyword selection, location targeting, relevant ad copy, landing page optimization, search term research, and ongoing campaign monitoring and analysis. These elements support a purpose, a structure you can control, and quantifiable goals for your law firm search campaign.
Turn Search Intent Into Opportunity
Those searching for legal services are actively looking. The real opportunity is to be there when those searches happen—and to make the experience on the other end of the click lead someone to your law firm. Lawagenz creates search campaigns that put your law firm in front of the right audiences, target specific search intent, and optimize continuously.