6 Strategies to Reduce Your Law Firm’s Cost Per Click in Adwords

Ask any search marketing consultant and I’m sure they’ll agree:

The Cost Per Click for law related terms often borders on the insane.

For instance, it costs $80 on average to bid for keywords related to the term “injury lawyers”.


But does it mean that you have to pay as much to attract visitors and generate leads?

Not at all…

And in this post I’ll show you 6 strategies my team and I use to reduce the Cost Per Click for law firms clients.

#1. Increase Quality Score with Relevant Landing Pages

Did you know that Google rewards advertisers who help it provide more relevant results to users?

How? By reducing theirCost Per Click and displaying their ads in better positions.

Search engine use quality score, a metric based on the relevancy of ads, keywords and landing pages to determine which advertisers deserve lower bids.

Therefore, you could reduce your cost per click by sending users to a landing page with information relevant to both; the keyword they searched for and ad they clicked.

Why this works?

Just think about it. When a person clicks your ad, he or she indicates a desire to find out more about a particular product or service the ad promotes. And thus, by sending them directly to a page including the information they seek, you shorten their buying journey.

And you also help the search engine provide more relevant results.

Therefore, launching landing pages relevant to every ad group you run is a great way to lowerCost Per Click.

#2. Reduce Bids on Poor Performing Keywords

Not every keyword attracts converting traffic.

Some terms are too generic. Others loosely relate to what your firm offers and thus, bring unqualified visitors.

The longer you run campaigns, the more data you have to help identify which keywords you should be focusing on.

Therefore, regularly mine search query reports to find weak keywords – phrases that attract low quality traffic with poor conversion rates. Reduce bids for these phrases or even stop displaying ads for them altogether.

Also, if you decide not to bid on a particular keyword anymore, add it to a negative keywords list to prevent Google from including it in relevant broad match searches.

#3. Use Modified Broad Search

Broad match allows the search engine to display your ad for relevant variations of the original keyword you bid on, even if they aren’t on your keywords list.

For instance, if you used a broad match bid for the phrase “injury lawyer”, Google might also display your ad for terms like:

  • Personal injury lawyer”,
  • Work injury lawyer”,
  • Car injury lawyer”,
  • Best injury lawyer” and many others.

It could also use location specific terms related to this particular service (i.e. “Alberta injury lawyer”) and include both singular and plural versions of each word.

Broad match offers many benefits for advertisers. For one, it increases exposure in the search results.

But it could also result in lower relevancy to the person’s search term (and thus, a higher Cost Per Click).

To overcome it, use Modified Broad Match – a more specific version of a broad match allowing a greater control over search queries that trigger your ads.

By simply adding a plus “+” sign at the start of a word you tell Google to only match it to searches that contain that word in the phrase.

For instance, in case of a phrase, “work injury lawyer”, including it with plus symbols (“+work +injury +lawyer”) in the list of keywords tells the search engine to only display your ad for any broad terms that include all three words, “work”, “injury” and “lawyer”.

#4. Focus on Long Tail Keywords

It’s only natural. Since you want to generate as many leads as possible, you target keywords with highest volume of traffic.

But did you know that long tail phrases, the longer and highly-specific keywords (i.e.“best personal injury lawyer Toronto”) can be considerably cheaper to bid on?

Not to mention that they often attract more targeted visitors too.

People using long tail keywords in their search are often deeper into the buying process. They’ve already conducted the preliminary research (typically through head or body keywords, i.e. “lawyer Toronto”). And now they consider available alternatives before making the final buying decision.

Just look at this study published to Conductor.


Conversion rates of long tail keywords (terms with 3+ words) totalled 26.07%, whereas head terms (terms with 1-2 words) saw conversion rates of 10.60%.

For that reason alone, long tail keywords can dramatically improve a campaign’s performance.

#5. Use Sitelinks to Point Users Directly to the Information They Seek

The Sitelinks ad extension allows you to display links to specific pages on your website beneath the text of your ads. Even though it does not reduce the Cost Per Click, it helps direct customers to information they’re looking for with a single click.

As a result, it increases ad relevancy and improves the conversion rate.

You can add sitelinks to ads appearing at the top or bottom of the search results, specify the anchor text, URL and monitor their performance in the Ad extension tab.


#6. Display Phone Number in Mobile Ads

77% of smartphone users contact a business after looking for local information.

In response to that, Google now allows you to add a clickable “Call” button to your ads allowing potential clients to phone you directly.


With the phone number extension, you could encourage more prospects to call your firm at no additional cost on your part. Each call costs the same as click on the ad.

But give the increased opportunity to covert users on the phone, the conversion rate from the Phone Number extension is often higher.