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How Law Firms Can Maximize Google Ads Profitability Using the Search Terms Report

by Guy Alvarez • June 4th, 2024 • Digital Marketing, Legal Marketing | Blog

For law firms, reaching the right clients with the right message at the right time is crucial for a profitable Google Ads strategy. The Google Ads Search Terms Report is an invaluable tool that can help refine your keyword strategy, enhance targeting, and ultimately boost your return on investment (ROI).

In this blog post, we’ll explore how law firms can leverage the Google Ads Search Terms Report to maximize their Google Ads profitability.

What Is the Google Ads Search Terms Report?

The Search Terms Report is a performance tool within Google Ads that shows exactly which search queries triggered your ads. By providing insights into the specific terms and phrases users are searching for, this report helps determine if you’re bidding on the right keywords and using the right match types.

For law firms, this means ensuring your ads appear for relevant searches, optimizing your budget by avoiding irrelevant keywords, and improving overall ad performance.

How to Create a Search Terms Report

Creating a Search Terms Report in your Google Ads account is simple and can be automated:

1. Log into your Google Ads account.

2. Navigate to “Campaigns”, followed by “Insights & reports”, and then, “Search terms.”

Once you have your report, you can take several actions:

-Add top-performing searches to corresponding ad groups as keywords.

-Select the desired match type (e.g., broad, phrase, exact) if adding new keywords.

-Add irrelevant search terms to a negative keyword list.

3 Ways to Use Search Terms, Report Data

1. Refine Existing Keyword Lists

The Search Terms Report helps refine your existing keyword lists by identifying:

– Searches leading to conversions.

– Irrelevant searches.

– Searches with high impressions but low clicks.

– How searches are mapped to existing keywords and ad groups.

For law firms, this means adding high-converting search terms as keywords, eliminating irrelevant terms, and adjusting bid strategies for high-impression, low-click searches. Additionally, preventing keyword cross-pollution by updating match types or adding negative keywords can reduce costs and improve ROI.

2. Understand How Your Audience Is Searching for Legal Services

Often, there’s a disconnect between how law firms describe their services and how potential clients search for them. The Search Terms Report can reveal lesser-known phrases and terms clients use, which might not be immediately obvious.

For example, clients might search for an “affordable divorce lawyer” rather than a “family law attorney.” Identifying these terms can lead to new ad groups or campaigns tailored to these specific searches, ensuring your ads align more closely with client intent and increasing the chances of conversion.

3. Optimize Ad Copy and Landing Pages

The language and phrases found in the Search Terms Report provide insights into client needs and preferences. Law firms can use this data to:

– Tailor ad copy to be more relevant and appealing.

– Ensure landing page content matches the searcher’s intent, improving user experience and conversion rates.

By aligning ad copy and landing page content with search terms, law firms can enhance ad relevance, improve Quality Scores, and potentially lower cost-per-click (CPC).

How Using the Search Terms Report Can Help ROI

Refining Keywords

Refining keywords by adding top-performing search terms and negating irrelevant ones helps redirect the budget to high-ROI campaigns. It allows for better bid strategy control and ultimately improves overall ROI.

Understanding Audience Intent

By understanding the exact language potential clients use, law firms can update ad copy and landing pages, enhancing ad relevance and Quality Score. Higher Quality Scores can reduce CPCs and improve click-through rates, increasing the likelihood of conversions.

Updating Ad Copy and Landing Pages

Aligning ad copy and landing pages with client search intent ensures that once a user clicks on an ad, they find relevant and compelling content. This enhanced relevance can significantly increase conversion rates, boosting ROI.

Key Takeaways:

For law firms, Google Ads is a critical component of digital marketing, often representing a significant portion of the marketing budget. Regularly reviewing the Search Terms Report allows for data-driven decisions that fine-tune campaign management, leading to more effective ad spending, higher conversions, and ultimately, higher ROI.
Utilize the Google Ads Search Terms Report to ensure your marketing budget is spent wisely, reaching the right clients with the right message and maximizing your profitability. Contact us today to get started!


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