The most valuable Google Ads keywords for law firms and attorneys aren’t necessarily the ones with the most search volume, but the ones with the right intent. By understanding search intent and the different types of keywords, your Google Ads campaign can target people who are the closest to actually being ready to hire your firm.
Determining Search Intent
Search intent, or “keyword intent,” is the idea of determining what the purpose behind a person’s search was. Were they really interested in hiring a lawyer when they searched for “best lawyers near me,” or were they just doing research?
Don’t waste advertising budget on keywords with the wrong intent. By understanding the different types of keyword intent, you can fine-tune your advertising campaigns to make sure you’re reaching the audience that’s most likely to convert.
Finding the Most Valuable Google Ads Keywords for Law Firms
Each keyword type has its own values, strengths, and weaknesses; some are best targeted with SEO, while others are perfect for efficient and effective Google Ads campaigns. The three keyword types are:
- Informational: common questions and general research, not necessarily looking to hire.
- Commercial: someone who is actively searching and comparing options.
- Transactional: the person is ready to hire or meet with an attorney.
In marketing, we refer to a “funnel” when it comes to potential conversions; the lower a keyword’s search intent is within the funnel, the closer they are to becoming a client, with informational at the top and transactional at the bottom.
Informational Keywords (The Research Phase)
These keywords are primarily used by people who are simply looking up information, not necessarily looking to hire an attorney. Examples include:
- “How do I file for divorce in Georgia?”
- “What federal laws protect against discrimination“
- “How long do I have before the bank forecloses on my home“
As the top of the funnel, research phase keywords aren’t great for Google Ads campaigns focused on conversions, but are still valuable for SEO & awarness. Targeting them with blogs, FAQs, and other content can help you make an early impression.
Commercial Keywords (The Consideration Phase)
Commercial keywords are those that come from people who are actively searching for an attorney and comparing their options. Examples include:
- “South Jersey immigration lawyer”
- “Top Rated Middlesex county eviction lawyer”
- “Divorce attorney reviews”
Commercial keywords are in the middle of the funnel and are versatile enough for both ads and SEO targeting. With the right strategy, they can potentially be the most valuable keywords for law firms.
Transactional Keywords (The Purchase Phase)
These high-value, “bottom of the funnel” or purchase phase keywords are for people who are done researching and are ready to speak with an attorney. They include:
- “Discrimination attorney near me”
- “Employment law free legal consultation”
- “Hire sexual harassment lawyer today”
These people have done the research and are ready to hire a lawyer. Although transactional keywords can be highly competitive, a strong Google Ads campaign and effective SEO strategy can give your firm the edge.
Target The Most Valuable Google Ads Legal Keywords with JSMT Media
JSMT Media works closely with you to develop an effective Google Ads strategy that targets the right keywords with the right intent. We have developed and managed effective Google Ads and SEO campaigns for law firms across the country, and yours can be next. If we are a good fit for your firm, reach out today, and let’s get started.
