Google Ads for Solicitors – Run profitable legal ads!

Google Ads is a powerful advertising tool, and it can offer many benefits for solicitors looking to grow their practice.

google ads for solicitors

Google Ads allows companies to target local clients, at the exact time they need their services. This means if you get things setup correctly, you can expect a good return on advertising budget and a consistent stream of new clients.

Google also lets you access valuable data to optimize these campaigns further. This means that with a little extra work, ad campaigns can become extremely profitable.

Because the ads are targeted with keywords, it becomes very easy to focus on specific services. For example:

  • Personal injury
  • Immigration
  • Employment law
  • Conveyancing
  • Family law
  • Etc

You can easily tailor your campaigns and keyword targeting, to attract clients seeking any of these specialized legal services.

Google search ads allow you to target users as they are searching for services on Google. This ensures your message reaches the right audience at the right time. Also, when you combine this with location targeting, you only show ads to people looking for your service, who are also in your target area.

The Best Type of Google Ads for Solicitors

In most cases, the Search Network is the most effective type of ads for solicitors. This network allows you to display ads when users search specific keywords in Google.

In addition to the Search Network, you can also consider using Search Partners and Remarketing. Both of these can help to enhance your Google search campaigns.

Search Partners extend your reach to people browsing smaller search engines that partner with Google.

Remarketing is a different kind of advertising that uses the Google Display Network. This allows you to target previous site visitors, increasing the likelihood of converting them into new clients.

Traffic and Costs in the legal Industry

While advertising in the legal sector can be competitive and costly, the ads are extremely targeted. This ensures that you only pay for clicks from users interested in your services. When done correctly, this will translate into targeted, low-cost conversions for your business.

KeywordAvg. monthly searchesYoY changeCompetitionTop of page bid (low range)Top of page bid (high range)
solicitor near me74,00050%Medium2.17.39
conveyancing solicitors22,20022%Medium5.2211.03
family law12,100174%Low1.759.49
family law solicitors12,100174%Low3.814.25
law firm12,10049%Low1.054.83
no win no fee solicitors12,10022%Medium9.5529.5
divorce solicitors8,100236%Low4.3837.28
divorce lawyers near me6,60050%Medium3.2828.82
law firm near me5,40050%Low1.236.61
lawyers near me5,40022%Low1.337.26
family lawyers near me3,60052%Medium3.1111.94
probate solicitors3,600-19%Medium3.7917.53
solicitor Birmingham2,90050%Low1.013.9

Based on the data above, you can see competition levels vary across different keywords. In general the legal sector is considered quite competitive on Google Ads.

This can be seen in keywords such as:

  • Solicitor near me
  • Conveyancing solicitors
  • No win no fee solicitors
  • Divorce lawyers near me
  • Family lawyers near me
  • Probate solicitors

In the table, the competition level is shown as medium. This suggests, there are several advertisers competing for these same keywords. However, it is important to remember, that this is a very small sample of keywords. There are literally thousands of different searches in Google every day for legal services and the competition for these keywords can vary significantly.

Something interesting in the table data, is the average YoY change. This shows that search interest for many keywords has increased significantly in the past year. These extra searches, show a growing demand for legal services. For instance:

  • Lawyer” has seen a large 398% YoY growth
  • Family law and family law solicitors both experienced a 174% increase in searches.

This trend suggests a growing opportunity for solicitors who advertise on Google. They can capitalise on the rising interest, by creating targeted ad campaigns to reach potential clients. The overall trend does suggest a growing opportunity for solicitors on Google Ads.

Setting up Your Own Google Ads Campaign

Setting up a Google Ads campaign for your solicitor’s business can be time-consuming and challenging. You will need to do several things well, to achieve a profitable campaign. This includes:

  • Conduct thorough keyword research
  • Choose the appropriate match types
  • Identify negative keywords
  • Create compelling ad copy that resonates with your target audience.

Additionally, you will need to dedicate time to tracking and optimizing your campaigns. This will involve setting up conversion tracking, to measure the success of your ads and react to changes in performance.

Improving Quality Score for Solicitors

Google Ads Quality Score is the way that Google determines an ads rank in the advertising auction. By improving your Quality Score, you can lower your costs significantly. In general a higher QS will equal better ad placements, and cheaper clicks.

To improve quality score, you should focus on:

  • Creating relevant ads
  • Enhancing your landing page experience
  • Optimizing your ad group structure and keywords.
  • Etc

This type of ongoing optimisation work will help to improve your Quality Score and campaign performance.

Getting Help with Your Solicitor Google Ads

Working with a professional Google Ads company, can be a good idea, especially if you are unsure about setting up your own campaigns. An experienced agency, can help overcome the challenges faced with campaign setup and management. This will improve the quality of your campaigns, helping your ads yield the best possible results.

You should also make sure you are partnering with a certified Google Ads agency. This qualification shows they have demonstrated their skills and knowledge in the platform.


In conclusion, Google Ads can be incredibly effective for solicitors. By targeting the right audience, it is possible to create very successful campaigns in the legal industry.

Here at CPS Media we have over a decade experience working with solicitors on Google ads.

We understand the unique needs of the legal sector. This means we can help you create tailored campaigns, that drive results and grow your client base.

To learn more about how we can help, and to see a full list of setup and management fees, click the link below.

Click here to learn more and see our full list of prices >>