Google Ads Keywords for Solicitors

When solicitors run Google Ads campaigns, one of the most decisive factors in success is keyword targeting. Choosing the wrong keywords means paying for clicks from people who will never become clients. Choosing the right ones can bring in high quality enquiries from individuals and businesses actively searching for legal services. With cost per click in the legal sector often among the highest in the UK, precision is essential. This article explains how solicitors can identify, select and refine the right keywords for Google Ads, ensuring that advertising spend generates real returns.

What Keyword Targeting Means in Google Ads

Keyword targeting refers to the process of selecting the words and phrases that will trigger your ads to appear in search results. In practical terms, when someone searches for “family solicitor near me” or “employment law advice London”, Google decides which adverts to show based on the keywords advertisers have chosen. For solicitors, keyword targeting is about aligning the language in your ads with the actual terms potential clients use when looking for help. It is not enough to target broad words like “lawyer” or “legal services”, which are expensive and vague. Instead, solicitors must focus on relevant, high intent terms that capture specific legal needs.

Why Keywords Matter for Solicitor Google Ads Campaigns

Legal services are rarely impulse purchases. Clients search when they have a pressing need, such as buying a home, going through a divorce, or facing an employment dispute. The keywords they use signal intent. By targeting precise keywords, solicitors can ensure their ads appear at the exact moment someone is ready to seek advice. The wrong keywords waste budget by showing ads to people with no interest in your service, such as students researching law careers. In contrast, the right keywords connect solicitors with potential clients who are motivated to act, making every click more valuable.

How to Find the Right Keywords for Legal PPC

The process begins with research. Solicitors should use tools like Google Keyword Planner, Ahrefs, or Semrush to discover the actual terms people are searching for in their area of law. Reviewing search volumes, competition levels and suggested costs helps prioritise options. For example, “conveyancing solicitor Manchester” may offer a balance of reasonable search volume and strong intent, while “cheap solicitor” may attract clicks that are unlikely to convert. Reviewing your own search term reports in Google Ads is equally important, as they show the real queries triggering your ads. This data can be used to refine targeting and exclude irrelevant searches.

Best Practices for Keyword Targeting in Legal Campaigns

Solicitors should focus on intent driven keywords. Terms that include words like “solicitor”, “lawyer”, “help” or “advice” indicate that the searcher is actively seeking legal support. Geographic modifiers such as city names or “near me” should also be prioritised, as clients typically want solicitors in their local area. Long tail keywords, which are longer and more specific, often cost less and convert better because they reflect detailed intent. For instance, “family solicitor child custody Birmingham” is far more targeted than simply “family solicitor”. Ad copy should reflect these keywords to improve quality score and make the ad feel directly relevant to the searcher.

Using Match Types and Negative Keywords

Google Ads provides different match types for keywords, which control how closely a search must match your chosen term before your ad is shown. Exact match is the most restrictive and precise, phrase match allows for close variations, and broad match is the widest. Solicitors often benefit from a mix of exact and phrase match for control and reach. Negative keywords are equally important. By excluding terms like “jobs”, “internship”, or “free legal advice”, solicitors can prevent wasted spend on irrelevant clicks. Regularly reviewing search term reports ensures that negative keywords are updated to block unwanted traffic.

Tools That Support Keyword Optimisation

Beyond Google’s Keyword Planner, other platforms can help solicitors refine keyword strategy. Semrush and Ahrefs provide competitive insights, showing which keywords rival firms are targeting. Call tracking tools such as Infinity or Ruler Analytics help connect keyword data with actual client enquiries, revealing which terms deliver paying clients. Customer relationship management systems integrated with Google Ads allow firms to track leads from keyword to case, closing the loop on performance measurement. These tools are invaluable for ensuring that keyword decisions are based on evidence, not guesswork.

Common Mistakes Solicitors Make with Keywords

A common mistake is targeting keywords that are too broad or generic. Words like “lawyer” or “legal advice” are expensive and attract many irrelevant clicks. Another issue is failing to use negative keywords, which quickly leads to wasted spend. Some firms also overlook geographic targeting, running nationwide campaigns when they only want clients in a single city. Over reliance on automated broad match without monitoring can also drain budgets. Finally, ignoring search intent and focusing only on search volume is a costly error. A keyword with fewer searches but higher intent is often more valuable than one with large volumes and low relevance.

Performance Tips for Stronger Results

To improve performance, solicitors should continually test and refine keyword lists. Monitoring metrics such as click through rate, cost per click, and conversion rate provides insight into which terms are delivering value. Experimenting with different match types helps balance reach and control. Ad copy should always reflect targeted keywords to maintain relevance and boost quality score, which in turn lowers costs. Landing pages should also be optimised around the same keywords, ensuring consistency across the entire journey from search to enquiry. Over time, building segmented campaigns for different practice areas ensures that each keyword group receives tailored ad copy and landing page content.

Examples from the UK Legal Market

Many UK solicitors have demonstrated the impact of precise keyword targeting. A conveyancing firm in Leeds increased leads significantly by focusing on “first time buyer solicitor Leeds” rather than generic conveyancing terms. An employment solicitor in London reduced wasted spend by adding negative keywords such as “law jobs” and “training contracts”, which had been draining their budget. A family solicitor in Birmingham achieved higher conversion rates by building campaigns around detailed child custody and divorce keywords rather than broad family law terms. These examples highlight that success in PPC is less about budget size and more about keyword precision.

The Future of Keyword Targeting for Solicitors

Keyword targeting is evolving as Google moves towards greater automation and reliance on machine learning. However, solicitors will still need to guide campaigns with strong keyword strategies. Searchers will continue to use specific legal terms when they are ready to act, meaning intent focused keywords will remain critical. Over time, voice search and conversational queries are likely to increase, so solicitors should prepare for longer, more natural phrases becoming important. Those who continually refine their keyword lists, monitor performance and adapt to new search behaviours will stay ahead in an increasingly competitive market.

Conclusion

For solicitors, targeting the right keywords in Google Ads is the foundation of successful campaigns. By focusing on high intent, location specific and relevant terms, excluding irrelevant traffic with negative keywords, and aligning ads with user search language, solicitors can reduce costs and improve lead quality. Keyword targeting is not a one time task but an ongoing process of refinement. Those who treat it with care will ensure that every click has the best chance of becoming a valuable client enquiry.