Common Google Ads Mistakes for Law Firms

At Lillian Purge, we specialise in SEO for Solicitors and highlight common Google Ads mistakes law firms should avoid.

Google Ads can be one of the most powerful tools for law firms, giving instant visibility in competitive search results. Yet, without proper setup and management, it can quickly become an expensive exercise with little return. Understanding the most common pitfalls helps ensure your campaigns are targeted, compliant, and cost-effective.

This article explores the main Google Ads mistakes law firms make and how to avoid them for better performance and stronger lead generation.

Targeting the Wrong Keywords

One of the biggest errors law firms make is bidding on overly broad or irrelevant keywords. For example, a family law firm might target “solicitor” or “legal advice,” which are far too general. These searches attract clicks from people looking for unrelated services, wasting your budget.

Instead, focus on specific, intent-driven keywords that match your services, such as “divorce solicitor in Bedford” or “commercial property lawyer near me.” Use phrase match or exact match settings to control who sees your ads. This narrows your audience to people who are actively looking for the services you offer.

Ignoring Negative Keywords

Negative keywords are just as important as the ones you target. Without them, your ads may appear for irrelevant searches. For instance, if you specialise in business law, you don’t want to pay for clicks from users searching “free legal advice” or “law degree courses.”

Regularly reviewing your search terms report allows you to add negative keywords and prevent wasted spend. This small adjustment can dramatically increase your campaign efficiency and improve your return on investment.

Poorly Written Ad Copy

Many law firms use generic, uninspired ad copy that fails to engage potential clients. Phrases like “Professional Legal Services” or “Expert Solicitors” are too vague and don’t highlight what makes your firm unique.

Effective ad copy should address the user’s problem and present a clear solution. For example, “Divorce Solicitors Who Resolve Cases Quickly and Discreetly” speaks directly to client needs. Including a call to action such as “Book a Free Consultation” encourages clicks and increases conversions.

Neglecting Local Targeting

For most law firms, clients come from a specific geographic area. Failing to set location targeting correctly can mean your ads appear in regions you don’t serve, wasting money.

Set radius-based or city-level targeting to focus only on relevant locations. If your firm has multiple offices, create separate campaigns for each area to tailor messaging and budgets accordingly.

Local targeting also improves click-through rates, as people prefer working with solicitors near them.

Sending Traffic to the Wrong Page

A common mistake is directing all ad clicks to a firm’s homepage instead of a dedicated landing page. The homepage often covers many services, leaving visitors to search for the information they want.

Each ad should lead to a focused landing page that matches the user’s intent for instance, a page about conveyancing for property law ads or an employment law page for workplace dispute campaigns.

Landing pages should include clear contact options, concise service details, and trust signals such as testimonials or accreditations. A well-optimised landing page improves conversion rates significantly.

Failing to Use Conversion Tracking

Without conversion tracking, it’s impossible to measure whether your ads are generating real results. Many firms only look at clicks, not whether those clicks lead to calls or enquiries.

Set up conversion tracking for contact form submissions, phone calls, and live chat interactions. This data helps you understand which campaigns bring qualified leads and which need refinement.

Regular analysis of this data allows you to adjust bids, budgets, and keywords for maximum efficiency.

Ignoring Ad Extensions

Ad extensions enhance your listings and make them more compelling. They allow you to display additional information such as phone numbers, locations, or quick links to pages like “Meet Our Team” or “Contact Us.”

Many firms fail to use them, missing out on valuable real estate in the search results. Extensions increase visibility and can improve click-through rates without additional cost.

Setting and Forgetting Campaigns

Google Ads requires ongoing management. Law firms often make the mistake of setting up campaigns and leaving them untouched for months. This leads to inefficiency, rising costs, and declining performance over time.

Monitor your campaigns weekly, reviewing search terms, ad copy performance, and bid adjustments. Continuous optimisation ensures your budget is used effectively and your ads stay competitive.

Ignoring Mobile Optimisation

A large share of legal searches comes from mobile devices. If your ads or landing pages aren’t optimised for mobile, you risk losing potential clients who can’t easily navigate your site or contact you.

Ensure your landing pages load quickly, buttons are easy to tap, and phone numbers are clickable. A smooth mobile experience improves both conversions and Quality Score, reducing your cost per click.

Overlooking Compliance and Ad Policies

The legal industry is heavily regulated, and law firms must be cautious about the wording used in ads. Making guarantees or misleading claims can result in account suspension. Always ensure your ad copy complies with Google’s advertising policies and the Solicitors Regulation Authority (SRA) marketing rules.

Stick to factual, professional language and avoid phrases like “guaranteed results” or “cheapest legal service.” Instead, highlight your firm’s experience, expertise, and commitment to clients.

Not Aligning Ads with SEO and Content Strategy

Google Ads and SEO work best when aligned. If your ad campaigns promote certain services, ensure your website has corresponding content. This consistency improves user experience and reinforces your authority across both paid and organic search.

Law firms that integrate their ad strategy with their SEO gain stronger visibility, better landing page quality scores, and improved lead generation overall.

Focusing on Clicks Instead of Conversions

It’s easy to get distracted by metrics like impressions and clicks, but these don’t always translate into business results. The ultimate goal of Google Ads is generating qualified leads, not just traffic.

Optimise campaigns for conversions by refining keywords, testing landing pages, and improving ad relevance. High-quality leads are far more valuable than a large number of unqualified clicks.

Final Thoughts

Google Ads can be a powerful marketing channel for law firms when managed strategically. The most successful firms use a data-driven approach, focusing on quality keywords, strong ad copy, and regular campaign optimisation. Avoiding these common mistakes will help you reduce wasted spend and attract clients genuinely seeking your legal services.

At Lillian Purge, we help solicitors create and manage high-performing Google Ads campaigns that align with their SEO goals. Our strategies ensure every click counts, every pound is spent wisely, and your firm stays ahead in a competitive market.

We have also written in depth articles on Common SEO mistakes solicitors make (and how to avoid them) and How to target the right keywords with Google Ads for solicitors for further guidance, along with our Solicitors Hub.