THE PAID ADS BLUEPRINT FOR LAW FIRMS
How to Run Ad Campaigns That Actually Book Clients
Google or Facebook ads for your law firm can bring in consistent leads — if you have the right strategy. This blueprint guides you through every element you need to build and scale winning campaigns that bring in real cases, not just clicks.
Step 1: Understand the Legal Ad Funnel
Prior to launching any ads, map out your customer journey:
Top of Funnel: Awareness – A person becomes aware they might require legal assistance.
Middle of Funnel: Consideration – They look into law firms or services.
Bottom of Funnel: Action – They are prepared to schedule a consultation.
Your landing pages and ads need to align with the buyer’s phase. It seldom works to send cold traffic to a general homepage.
Step 2: Google Ads Strategy for Law Firms
Campaign Type: Target Search Campaigns (not Display).
Keywords: Use Exact and Phrase Match types for control (e.g., “dui lawyer Calgary”).
Negative Keywords: Block irrelevant traffic (e.g., “free,” “legal aid”).
Ad Copy: Include primary service + location + benefit. Example: “Charged with a DUI? Talk to a Calgary Criminal Lawyer Today.”
Ad Extensions: Use callouts (“Free Consultations”), location extensions, and structured snippets.
Step 3: Facebook Ads That Drive Legal Leads
Creative: Use short videos, motion graphics, or testimonials.
Audience Targeting: Target narrow by interest (i.e., “criminal justice”) + behavior (recent website visits regarding legal).
Lookalike Audiences: Create based on your best past leads using website data.
Retargeting: Remarket to website visitors, Instagram profile visitors, and video viewers.
Step 4: Landing Pages That Convert
Your landing page is where the magic happens. Must-haves:
Headline: Address the user’s problem directly (directly say “Injured in a Car Accident?”).
Contact Form: Short, to the point, and above the fold.
Social Proof: Google Reviews, badges, and past results.
No Exit Points: Remove menu navigation, external links, and distractions.
Step 5: Tools, Budgets & KPIs
Tools: Google Ads, Meta Business Suite, CallRail (for call tracking), Unbounce or Instapage.
Monthly Budget: $1,500–$3,000 for ads + landing page development.
Key Metrics: Cost-per-lead, click-through rate, conversion rate, booked consultations.