Google Ads For Lawyers: What Is A Good Budget? | 4 Best Tips To Keep In Mind

Oct 1, 2021 | All, Digital Ads, Digital Marketing, Law Firm Marketing, SEO

Google Ads For Lawyers

Google Ads For Lawyers has become an extremely popular way for law firms to get in front of prospective clients searching for lawyers. According to National Law Review, almost 95% of users use search engines when seeking legal advice. Now, if you implement Google Ads into your marketing strategy, you’ll have a much easier and faster method than SEO to get listed on the first page of Google.

Google Ad budgets for lawyers depends and varies on your law firm’s practice areas. On average, firms can expect to start with an advertising media spend of ~ $1800 monthly. The primary budget for more competitive areas such as personal injury will probably start with $2500-$3000 per month. But this also depends on your target audience and geographic location you want to target. A campaign in Spanish would be considerably less than a campaign in English (due to less competition), as well as if you’re targeting a metropolitan city like New York will be considerably more expensive than if you were targeting a smaller city away from Metropolitan areas.

So in other words, your law firm’s budget will depend on variables such as the area of law that you practice and the competition you will face in your local market.

Please Note: If your ad budget/media spend is on the low end, you can still have positive results. This is especially true if you advertise in a language other than English. We have seen great success in Spanish Advertising Campaigns for lower budgets in the range of $350 to $1000.

Keywords for Attorneys: How Much Does it Cost?

The real cost of your PPC (pay pay-per-click) campaign will depend upon a variety of factors. Among these factors, the most notable one is the upshot of your bid for keyword use.

Picking common keywords simply costs more per click than other ones. Like, the keyword “lawyer” is a highly competitive keyword. The average PPC cost of it is more than $54 per click. 

The lofty cost of law firm keywords represents the competitive environment for legal searches online. Then again, attorneys can depend on PPC for maximum return on investment. 

In order to get the best output of your law firm PPC campaign, you’ll need to make sure you pick the most impactful keywords. Our recommended approach is to select longer-tail keywords/phrases as they have a higher intent and will be more specific towards your practice area. IE: “Lawyer” vs “Divorce Attorney in San Francisco”.

Google ads for lawyers

Personal Injury & Criminal Law

By far the two most competitive areas of practice to market for in Google Search are personal injury and criminal law. 

The costs per click on keywords related to these areas of law are rich. Like all keywords, the cost will vary on a range of factors. However, the basics involve the specific keyword as well as the market competition.

In general, personal injury and criminal law firms should consider a minimum monthly budget of between $2,000 and $4,500 per month on Google Ads media spend. And smaller markets may charge a slightly lower budget.

Google ads for lawyers

Employment, Immigration and Family Law

The next tier down in competition in Google AdWords includes areas of law such as family & divorce, employment, and immigration. 

Immigration and employment law are not far behind. Particularly, immigration law is very unique since most of the searches come from the target market, but are also likely to come from overseas.

To start off a campaign for Google AdWords, we would recommend you to start with a minimum ad budget of $1,000 to $2,000 per month. On the other hand, Family law can do well in almost any market size. Hence, family and divorce lawyers can sometimes get away starting around $500 or $750 monthly, targeting smaller cities and regions.

Corporate & Business Law Firms: Medium Competition

Business and corporate law firms will not face as much competition as the other areas of practice we spoke of. 

Hence, the cost per click is much more reasonable. Business law searches are best for smaller companies or individuals looking to incorporate, create contracts, or other smaller services. 

Business and Corporate law firms can start off with a budget of a minimum of $1,000 – $2,000 per month to begin.

Property, Probate, Wills & Estates

Surprisingly, the minimum Google Search Ads budget for Wills & Estates is on the lowest end of the competition. Nevertheless, in some regions and markets, this may be closer to $1,000 per month. 

Even you can see results spending a minimum budget of $500 per month in small cities and areas. 

For more information or clear concepts, you can visit us or simply book a free consultation with Cyrusson


Google AdWords can be be costly, however, keep in mind that these costs per click are high in large part because of the intent behind the click – the leads generated are more than likely to become a client for your law firm. 

Also, these kinds of advertisements are not widely broadcasted like TV or Radio ads. They will only appear to people who search in Google with keywords that are specific to the services that your Law Firm provides – these are people in need of your legal services. If you’re looking for an in-depth look at discovering tactics & keywords for your law firm, book a call with Cyrusson today!


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