Google Ads Keywords for Solicitors

Learn how solicitors can target the right keywords in Google Ads to cut waste, lower costs and generate high quality client enquiries.

At Lillian Purge, we specialise in SEO for Solicitors. Learn how to target the right keywords with Google Ads for solicitors.

At Lillian Purge, we specialise in SEO for solicitors, helping law firms attract high-quality leads through strategic digital marketing. One of the most effective paid marketing tools for solicitors is Google Ads, but success depends on one crucial element: choosing the right keywords. Selecting targeted, relevant search terms ensures your ads appear to people actively looking for legal help, making your budget work harder and driving better enquiries.

Why Keyword Targeting Matters in Legal Advertising

Google Ads can be highly competitive for law firms. Terms like “divorce solicitor” or “personal injury lawyer” are in high demand and often come with high cost-per-click rates. Targeting the wrong keywords can quickly waste your budget on irrelevant clicks from users who will never become clients.

The key is precision. You need to identify the search terms that reflect genuine intent—words that people use when they’re ready to contact a solicitor, not just research legal topics.

Effective keyword targeting helps ensure that every click represents a potential client in your area looking for exactly the services you provide.

Understanding Keyword Intent

Before choosing keywords, it’s important to understand search intent—the reason behind a person’s search. There are three main types of intent relevant to solicitors:

Informational intent: Searches like “how to make a will” or “what happens in a divorce” show users are looking for knowledge, not immediate services. These are useful for content marketing, but not ideal for paid ads.
Commercial intent: Queries such as “best conveyancing solicitor near me” or “experienced family lawyer Bedford” indicate someone is comparing providers. These are strong candidates for Google Ads targeting.
Transactional intent: Searches like “book a solicitor for conveyancing” or “speak to an employment lawyer” show users are ready to take action. These are your highest-value keywords.

By focusing your ad spend on commercial and transactional intent terms, you reach users closer to making a decision.

Using Keyword Match Types

Google Ads allows different match types that control how closely a user’s search must match your keyword.

Broad match: Your ad appears for related searches, even if the exact phrase isn’t used. This generates more impressions but may attract irrelevant traffic.
Phrase match: Your ad appears when the search includes your phrase in the correct order, such as “family solicitor in Bedford.”
Exact match: Your ad shows only when the exact keyword is searched. This gives the tightest control over spend and relevance.

For solicitors, phrase and exact match keywords tend to perform best because they limit wasted clicks while still reaching high-intent clients.

How to Research the Right Keywords

Keyword research is the foundation of any successful Google Ads campaign. Here’s how solicitors can approach it effectively:

1. Use Google Keyword Planner

This free tool helps identify relevant search terms and shows estimated monthly search volumes, competition levels, and average cost-per-click. Search for your core services (for example, “conveyancing solicitor” or “divorce lawyer”) and note any related phrases with strong intent.

2. Analyse Local Search Trends

Focus on geographic terms that reflect where your clients come from, such as “solicitors in Milton Keynes” or “property lawyer near Bedford.” Local keywords convert better because they match how people search for legal services nearby.

3. Look at Competitors

Check which keywords your competitors are bidding on by using tools like Semrush or simply reviewing their ad copy in Google results. This can highlight gaps or missed opportunities for your campaigns.

4. Include Service Variations

Don’t rely solely on broad phrases like “solicitor.” Use variations specific to your practice areas:

“Family solicitor for divorce”
“Employment law advice for redundancy”
“Commercial lease solicitor”
“Probate lawyer near me”

Each variation captures a different type of searcher, helping you refine targeting and increase conversions.

Negative Keywords: The Hidden Budget Saver

Negative keywords tell Google which searches you don’t want your ad to appear for. This prevents wasted spend on irrelevant traffic.

For example, you may want to exclude searches like “free legal advice” or “law courses” if your firm doesn’t provide those services. Adding these terms as negative keywords keeps your budget focused on clients who are ready to instruct a solicitor, not those looking for free help or information.

Regularly reviewing and updating your negative keyword list is one of the simplest ways to improve efficiency.

Structuring Campaigns by Practice Area

Grouping your ads by practice area improves relevance and quality score. Each area of law should have its own campaign with tailored keywords and ad copy. For example:

Family Law Campaign: “divorce solicitor near me,” “child custody lawyer Bedford,” “family law advice.”
Property Law Campaign: “conveyancing solicitor Milton Keynes,” “house purchase solicitor,” “property sale legal fees.”
Employment Law Campaign: “unfair dismissal solicitor,” “redundancy advice lawyer,” “workplace dispute legal help.”

This structure helps Google match your ads to the most relevant searches, increasing click-through rates and lowering costs.

Using Local Targeting with Keywords

For solicitors, location is everything. Most clients prefer to work with a local firm, so combining keywords with specific locations helps capture relevant traffic.

Examples include:

“Conveyancing solicitor in Bedford”
“Family lawyer near Milton Keynes”
“Commercial solicitor in Cambridge”

Pairing keywords with geographic targeting within Google Ads ensures your ads appear only to users within a defined radius of your office. This makes campaigns more efficient and focused.

Writing Ad Copy That Matches Keyword Intent

Once you’ve chosen your keywords, your ad text should directly reflect what users are searching for.

If someone searches “probate solicitor Bedford,” they expect an ad headline that clearly mentions probate services and local availability. The more closely your ad matches the search, the higher your click-through rate and quality score.

Ad copy should include:

The exact keyword or phrase in the headline.
A clear value proposition (for example, “No hidden fees” or “Free initial consultation”).
A strong call to action, such as “Book a call today” or “Speak to a solicitor now.”

Monitoring and Refining Your Keywords

Successful Google Ads campaigns aren’t set-and-forget—they need continuous analysis. Monitor performance metrics such as:

Click-through rate (CTR)
Cost per click (CPC)
Conversion rate (enquiries or form submissions)

Remove underperforming keywords and allocate more budget to those that generate qualified leads. Over time, this optimisation ensures that your spend is going towards search terms that deliver the best return on investment.

Balancing Broad and Niche Keywords

A strong keyword strategy balances high-volume phrases with specific, lower-volume ones. Broad terms bring traffic, while niche keywords attract serious prospects.

For example, “family solicitor” might drive volume, but “fixed-fee divorce lawyer in Bedford” captures people closer to hiring a solicitor. Targeting both types gives you reach and precision.

Expert Tips for Solicitors Using Google Ads

Focus on intent-driven keywords with clear legal intent.
Combine service and location phrases to reach nearby clients.
Use phrase and exact match for cost-effective targeting.
Maintain an updated list of negative keywords.
Monitor search terms weekly and adjust accordingly.

The Value of Precision in Legal Advertising

Targeting the right keywords helps solicitors connect with people actively looking for legal help. It reduces wasted spend, improves lead quality, and ensures your ads reach the right audience at the right time.

By combining smart keyword selection with well-structured campaigns, local targeting, and clear messaging, your Google Ads can become one of the most effective lead generation tools for your firm.

At Lillian Purge, we help solicitors design keyword strategies that deliver measurable results through optimised Google Ads and SEO campaigns.

If you want to attract more high-quality leads and maximise your ad spend, get in touch today.