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Optimizing Google Ads for Personal Injury Attorneys: Keyword Research, Location Targeting, Ad Extensions, and More

As a personal injury attorney using Google ads, it is important you understand the importance of keyword research, location targeting, ad copy, landing pages, and retargeting in optimizing Google Ads. These strategies can help increase the visibility of your ads, attract more potential clients, and ultimately drive more leads to your practice.

1. Factors That Can Affect the Performance of Google Ads for Personal Injury Attorneys

  1. Ad copy: Writing effective ad copy that clearly communicates the services you offer and highlights the benefits of working with your law firm is important to capture the attention of potential clients and drive conversions.

  2. Ad placement: Placing your ads in the right locations, such as on relevant websites or search engine results pages, can increase the chances of your ads being seen by potential clients.

  3. Ad targeting: Targeting your ads to specific demographics, such as age or location, can help to increase the relevance of your ads to potential clients and improve performance.

  4. Ad extensions: Utilizing ad extensions, such as sitelink extensions or call extensions, can provide additional information about your services and make it easier for potential clients to contact your law firm.

  5. Ad scheduling: Scheduling your ads to run at specific times of the day or days of the week can help to ensure that your ads are being seen by potential clients when they are most likely to be searching for legal services.

  6. Ad testing: Testing different versions of your ads, such as different headlines or images, can help you to identify which elements are most effective in driving conversions.

  7. Landing page optimization: Creating optimized landing pages that are relevant to the ad that the potential client clicked on and are easy to navigate can help to increase the chances of potential clients engaging with your practice and ultimately drive more success for your law firm.

  8. Mobile optimization: Optimizing your ads and landing pages for mobile devices can help to ensure that potential clients can easily view and interact with your ads regardless of the device they are using.

  9. Legal compliance: Finally, it's important to make sure that your ads are compliant with legal regulations regarding advertising for personal injury attorneys, such as those set by the American Bar Association, the Federal Trade Commission, and state bar associations.

All these factors are important to consider when creating high-converting Google Ads for personal injury attorneys, making sure that your ads are reaching the right audience, at the right time, with the right message.

2. Keyword research

Keyword research is the foundation of any successful Google Ads campaign. The first step in conducting keyword research is to identify the most relevant keywords for your practice.

These might include phrases like "personal injury attorney," "car accident lawyer," or "medical malpractice attorney."

You can use tools like Google's Keyword Planner to research the search volume and competition for different keywords. This will help you determine which keywords are most likely to drive traffic to your website.

It's important to note that you should always conduct your keyword research by considering the geographic area that your law firm serves. If you only practice in a specific state, you should include the name of the state in your keywords, such as "personal injury attorney in California" or "car accident lawyer in New York."

A list of popular keywords personal injury lawyers use for Google Ads

  1. "personal injury attorney"
  2. "car accident lawyer"
  3. "personal injury lawyer near me"
  4. "injury lawyer"
  5. "personal injury law firm"
  6. "auto accident attorney"
  7. "injury attorney"
  8. "accident lawyer"
  9. "personal injury claim"
  10. "injury attorney near me"

Please note that this list is not exhaustive, and the specific keywords to use would depend on your specific practice, the types of personal injury cases you handle, and the geographic area you serve.

Regularly review your keywords list and add new keywords that may be relevant to your practice. Using tools such as Google's Keyword Planner can give you an idea of the search volume and competition for different keywords, and help you identify the keywords that are most likely to drive traffic to your website.

list of long-tailed keywords personal injury lawyers can use for Google Ads

  1. "personal injury attorney for car accidents"
  2. "best personal injury lawyer for slip and fall cases"
  3. "personal injury attorney for motorcycle accidents"
  4. "experienced personal injury lawyer for medical malpractice cases"
  5. "personal injury lawyer for truck accidents"
  6. "personal injury attorney for dog bite cases"
  7. "personal injury lawyer for product liability cases"
  8. "personal injury attorney for wrongful death cases"
  9. "personal injury lawyer for construction accidents"
  10. "personal injury attorney for pedestrian accidents"
  11. "injury lawyer for medical malpractice"
  12. "car accident attorney near me"
  13. "wrongful death lawyer for nursing home negligence"
  14. "medical malpractice attorney for surgical errors"
  15. "Injury lawyer for traumatic brain injury"
  16. "spinal cord injury attorney for truck accidents"
  17. "burn injury lawyer for chemical burns"
  18. "product liability attorney for defective products"
  19. "slip and fall lawyer for premises liability"

Long-tailed keywords are longer and more specific phrases that are used to target a more specific audience.

These keywords are generally less competitive and may have a higher conversion rate.

Please note that the specific long-tailed keywords to use would depend on your specific practice areas and the types of personal injury cases you handle.

Regularly review your keywords list and add new long-tailed keywords that may be relevant to your practice. As with regular keywords, using tools such as Google's Keyword Planner can give you an idea of the search volume and competition for different keywords.

Keywords that target clients currently in the hospital

  1. "personal injury attorney"
  2. "hospital injury lawyer"
  3. "car accident attorney"
  4. "wrongful death lawyer"
  5. "medical malpractice attorney"
  6. "brain injury lawyer"
  7. "spinal cord injury attorney"
  8. "burn injury lawyer"
  9. "product liability attorney"
  10. "slip and fall lawyer"

This list of keywords is specifically targeted at clients who are currently in the hospital and looking for legal representation. By including keywords such as "hospital patients," "injured patients" and "hospital cases," personal injury lawyers can increase their visibility to potential clients who are actively seeking legal representation while they are in the hospital. As with the other keywords, it's important to regularly review the list and add new keywords that may be relevant to your practice. Additionally, it's important to use these keywords in a natural and relevant way in your ads, to avoid your ad being disapproved or flagged as spam.

3. Incorporating Keywords Into Your Google Ads Campaigns

Once you have a list of relevant keywords, incorporating them into your Google Ads campaigns is crucial for the success of your campaigns. This includes writing ad headlines and descriptions that include the keywords, as well as creating landing pages that are optimized for those keywords.

Ad headlines

Ad headlines are the first thing that potential clients will see when they come across your ad, so it's important to make sure they are attention-grabbing and include relevant keywords. Headlines should be clear, concise, and relevant to the keywords you are targeting. This will help to increase the chances of your ad being clicked on by potential clients who are searching for legal services related to your keywords.

For example, if you are targeting the keyword "personal injury attorney," your ad headline could be "Trusted Personal Injury Attorney - Protect Your Rights." This headline includes the keyword "personal injury attorney" and is attention-grabbing by highlighting the importance of protecting one's rights in the context of a personal injury case.

Ad descriptions

Ad descriptions should also include relevant keywords and provide a clear and concise overview of the services you offer. The ad description should be written in a way that highlights the benefits of your services and encourages potential clients to take action. For example, "Experienced personal injury attorney - Protect your rights and fight for the best outcome. Contact us today for a free consultation." This description includes the keyword "personal injury attorney," highlights the importance of protecting one's rights, and includes a clear call to action to contact the attorney for a free consultation.

Landing Pages

Creating landing pages that are optimized for the keywords you're targeting is also crucial. Landing pages are the pages on your website that potential clients will land on after clicking

on your ad. It's important to make sure these pages are optimized for the keywords you're targeting so that search engines can easily understand the content of the page and potential clients can easily find the information they're looking for. This includes using the keywords in the page title, H1, H2, and H3 headings, and throughout the page content. Additionally, it's important to make sure that your landing pages are user-friendly and provide clear calls-to-action (CTA) such as a contact form or phone number for potential clients to easily get in touch with your practice.

In summary, incorporating keywords into your Google Ads campaigns is an important step in optimizing your ads for best performance. By writing ad headlines and descriptions that include relevant keywords and creating landing pages that are optimized for those keywords, you can increase your visibility to potential clients who are searching for legal services related to your keywords. Ad headlines should be clear, concise, and relevant to the keywords you are targeting, and ad descriptions should provide a clear and concise overview of the services you offer and include a call to action. It's important to use keywords in a natural and relevant way to avoid your ad being disapproved or flagged as spam. Landing pages should be optimized for the keywords you're targeting and provide clear calls-to-action for potential clients to easily get in touch with your practice.

4. Location targeting

Another important aspect of optimizing your Google Ads is location targeting. This allows you to target your ads to specific geographic areas, which can be especially useful if you only practice in certain areas. By targeting your ads to specific geographic locations, you can increase your visibility to potential clients who are searching for legal services in your area.

Geographic targeting

One way to do this is by setting location targeting options in your campaign settings. Google Ads allows you to target your ads to specific countries, regions, cities, or even a radius around a specific location. This means that you can target your ads to people who are located within a certain distance of your office or within a specific city or state. This feature allows you to reach potential clients who are actively searching for legal services in your area, increasing the chances that they will click on your ad and visit your website.

Another way to target your ads to specific geographic locations is by using location-based keywords. By including the name of the city, state or region you serve in your keywords, you can make sure your ads are only shown to potential clients who are located in that area. For example, if you're a personal injury attorney based in Los Angeles, California, you can include the keywords "personal injury attorney in Los Angeles" or "car accident lawyer in Los Angeles" in your ads.

I.P. Targeting

Additionally, you can use IP targeting to your advantage. IP targeting allows you to target your ads to specific IP addresses or ranges of IP addresses. This can be useful if you want to target your ads to specific businesses or organizations in your area, or if you only want to show your ads to potential clients who are located within your office's IP range.

In conclusion, location targeting is an important aspect of optimizing your Google Ads. By targeting your ads to specific geographic locations, you can increase your visibility to potential clients who are searching for legal services in your area and increase the chances that they will click on your ad to visit your website. This can be done by setting location targeting options in

your campaign settings, using location-based keywords, or by using IP targeting. By taking the time to research and implement these location-targeting strategies, you can increase your visibility to potential clients, attract more business to your practice, and ultimately drive more success for your firm. It's important to regularly monitor and adjust your location targeting settings to ensure that your ads are reaching the right audience and to make sure that your budget is not being wasted on irrelevant clicks.

5. Negative keywords

Using negative keywords in your campaigns is an important aspect of optimizing your Google Ads for higher ROI and lower Cost Per Click (CPC).

Negative keywords are words or phrases that you don't want your ads to show up for. By including negative keywords in your campaigns, you can make sure that your ads are not shown to potential clients who are searching for something that you do not offer.

Locations you don't serve

For example, if you only practice personal injury law in a specific state, you would want to use the name of that state as a negative keyword so your ads don't show up for searches that are not relevant to your practice. This will help you to save money on irrelevant clicks and increase the relevance of your ads to users.

If you only practice personal injury law in California, you would want to use "personal injury attorney in Texas" as a negative keyword, so your ads don't show up for people searching for a personal injury attorney in Texas even if they happen to be in your local area at the time.

Broad or generic keywords

Negative keywords can exclude broad or generic terms that are not relevant to your practice areas.

For example, if you're a personal injury attorney, you may want to exclude the keyword "free" and "pro bono" to avoid your ads showing up for people searching for free legal services.

You can exclude keywords related to other types of law you don't practice, like "criminal defense" or "divorce" to make sure that your ads are only showing to people who are looking for the services you offer.

Google Ads search terms report

In order to find the best negative keywords for your campaign, you can use tools like Google's Keyword Planner, which will give you an idea of the search volume and competition for different keywords.

You can also use Google Ads' search terms report to see which search terms triggered your ads and add them as negative keywords if they are not relevant to your practice.

 By including negative keywords in your campaigns, you can make sure that your ads are not shown to people who are searching for something that you do not offer, saving money on irrelevant clicks. It's important to regularly monitor and adjust your negative keywords list to ensure that your ads are reaching the right audience.

A list of popular negative keywords for google ads that personal injury lawyers

  1. Free
  2. Cheap
  3. Pro bono
  4. DIY
  5. How to
  6. Form
  7. Sample
  8. Template
  9. Accident prevention
  10. Prevent accident
  11. Workers Compensation
  12. Insurance claim
  13. Car accident prevention
  14. Injury prevention
  15. Workplace safety

It's important to note that these are just examples of negative keywords, you should analyze your own specific cases and come up with a list of keywords that are not relevant to your practice. It's worth mentioning that negative keywords are not only for excluding irrelevant traffic but also to avoid paying for irrelevant clicks, which could increase your cost per click (CPC) and thus reduce your return on investment (ROI).

6. Optimized landing pages

Creating optimized landing pages for your Google Ads campaigns is also crucial for the success of your campaigns.

Landing pages are the pages on your website that potential clients will land on after clicking on your ad.

Creating optimized landing pages is an important step in ensuring that your Google Ads campaigns are successful. These pages are the first thing that potential clients will see after clicking on your ad, and it's crucial that they are optimized for the keywords you're targeting so that search engines and potential clients can easily understand the content of the page.

Keywords in the headings

One way to optimize your landing pages is by including the keywords you're targeting in the page title, H1, H2, and H3 headings, and throughout the page content. This will help search engines understand the content of the page and rank it higher for those keywords.

It's important to make sure that your landing pages are user-friendly and easy to navigate. This means using a clear and simple layout, with headings and subheadings that break up the content and providing clear calls-to-action (CTA) such as a contact form or phone number for potential clients to easily get in touch with your practice.

Make sure that your landing pages are relevant to the ad that the potential client clicked on. This means that the content on the landing page should be related to the keywords and services that you're promoting in your ad. This will help to increase the chances of the potential client staying on your website and contacting your law firm.

A/B testing

Another important aspect of creating optimized landing pages is to use A/B testing. This means creating multiple versions of the same page with small changes and testing them to see which one performs better. This can help you identify the elements that are most effective in converting potential clients into paying clients.

Split testing

A/B testing, also known as split testing, is a method of comparing two versions of a web page to see which one performs better in terms of conversions. This is done by creating multiple versions of the same page with small changes, such as different headlines, images, or calls-to-action, and then testing them to see which one performs better.

For personal injury attorneys, A/B testing can be a valuable tool in optimizing your landing pages. By testing different versions of your landing page, you can identify which elements are most effective in capturing the attention of potential clients and encouraging them to take action.

For example, you can test different headlines, images, or calls to action to see which ones lead to the highest conversion rates. You can also test different layouts, colors, or forms to see which ones are most effective in capturing leads.

It's important to keep in mind that A/B testing is a continuous process, it's important to test different variations of your landing pages over time and to track the results to see which variations are driving the best results. This will help you to identify which elements are working well and which ones need improvement, allowing you to make data-driven decisions on how to optimize your landing pages.

7. Retargeting campaigns

Retargeting campaigns can also be a powerful way to optimize your Google Ads for personal injury attorneys. Retargeting campaigns allow you to show ads to people who have previously engaged with your website, increasing the chances that they will return and potentially become a client. This can be done by using Google Ads remarketing tags or pixels on your website, which will allow you to identify and target people who have visited your site.

Increase conversions and build brand awareness

Retargeting campaigns can be a powerful way to increase conversions and build brand awareness. These campaigns allow you to target people who have already shown an interest in your services and are more likely to convert into a client. Additionally, retargeting campaigns allow you to tailor your ads to specific segments of your audience, such as people who have visited specific pages on your law firm's website.

Retargeting campaigns can also be used to build brand awareness by showing ads to people who have previously engaged with your website. This can help to increase brand recognition and keep your law firm top of mind for potential clients. Additionally, retargeting campaigns allow you to show ads across different platforms, such as Google search and display networks, as well as social media platforms, increasing the chances of your ads being seen by potential clients.

Different ads to different segments

Retargeting campaigns can also be tailored to show different ads to different segments of your audience based on their behavior on your website. For example, you can show different ads to people who have visited specific pages on your website, such as your personal injury services page or your contact page. This allows you to target ads specifically to people who are most interested in your services and are more likely to convert into a client.

It's also worth mentioning that retargeting campaigns can be highly cost-effective as it targets people who are already familiar with your brand and has shown an interest in your services before. This can result in higher conversion rates and a better return on investment for your ad spend.

In conclusion, retargeting campaigns can be a powerful way to optimize your Google Ads for personal injury attorneys. By targeting people who have previously engaged with your website, you can increase the chances of them returning and potentially becoming a client.

Remarketing tags or pixels

Google Ads remarketing tags or pixels are small pieces of code that can be added to your website to track user behavior and create retargeting campaigns. When a user visits your website, the remarketing tag or pixel will place a cookie on their browser. This cookie is then used to identify that user when they visit other websites that are part of the Google Display Network.

By adding remarketing tags or pixels to your website, you can create retargeting campaigns that allow you to show ads to people who have previously engaged with your website. This can be an effective way to increase conversions and build brand awareness.

For personal injury attorneys, remarketing tags or pixels can be particularly beneficial because they allow you to target ads specifically to people who have shown an interest in your services. This can increase the chances of those users converting into clients.

Tailor your ads to specific segments of your audience

Remarketing campaigns allow you to tailor your ads to specific segments of your audience, such as people who have visited specific pages on your law firm's website, like your personal injury services page, or your contact page, which can increase the relevance of the ad and the chances of the user to convert.

Remarketing tags or pixels can also be used to build brand awareness by showing ads to people who have previously engaged with your website. This can help to increase brand recognition and keep your law firm top of mind for potential clients. Additionally, remarketing campaigns allow you to show ads across different platforms, such as Google search and display networks, as well as social media platforms, increasing the chances of your ads being seen by potential clients.

Retargeting Summary

Google Ads remarketing tags or pixels allow personal injury attorneys to create retargeting campaigns that allow them to show ads to people who have previously engaged with their website, thereby increasing the chances of those users returning and potentially becoming clients.

Remarketing tags or pixels allow you to target ads specifically to people who have shown an interest in your services, and tailor your ads to specific segments of your audience. Remarketing campaigns also allow you to build brand awareness by keeping your law firm top of mind for potential clients, and showing ads across different platforms.

It's important to keep in mind that remarketing tags or pixels must be used in compliance with data privacy regulations such as GDPR and CCPA. It's important to inform users about data collection and provide them the option to opt out of remarketing.

8. Ad extensions

Utilizing ad extensions, such as site link extensions or call extensions, can provide additional information about your services and make it easier for potential clients to contact your law firm.

Ad extensions are additional features that you can add to your Google Ads to provide more information about your services and make it easier for potential clients to contact your law firm. Ad extensions can be added to your ads to make them more engaging, informative, and actionable.

  1. Site link extensions allow you to add additional links to your ads that direct users to specific pages on your website. Sitelink extensions can be used to highlight different practice areas or services or to direct users to pages such as your contact page or about us page.

  2. Call extensions allow users to call your law firm directly from your ad. This can be particularly useful for potential clients who may be in urgent need of legal services or have questions about their case.

  3. Location extensions can also be useful for personal injury attorneys. This extension allows you to include your business address and a link to your Google Maps listing, making it easy for potential clients to find your office and schedule an appointment.

  4. Price extensions can also be used by personal injury attorneys to show the cost of their services, this can help to build trust and transparency with potential clients, providing them with important information to make an informed decision.

By using ad extensions, personal injury attorneys can provide additional information about their services and make it easier for potential clients to contact their law firm. This can help to increase the relevance of their ads to potential clients and improve the performance of their campaigns.

It's worth mentioning that ad extensions are available in different formats and not all ad extensions are suitable for all types of businesses, it's important to use the ad extensions that are most relevant to your law firm and will provide the most value for your potential clients.

9. Ad scheduling

Ad scheduling is an important aspect to consider when creating and running Google Ads for personal injury attorneys. By scheduling your ads to run at specific times of the day or days of the week, you can help to ensure that your ads are being seen by potential clients when they are most likely to be searching for legal services.

Specific hours of the day

For example, if you want to target people who are searching for legal services during their lunch break, you could schedule your ads to run during the midday hours of the workweek. Or if you want to target people who are searching for legal services at night, you could schedule your ads to run in the evening hours of the workweek.

Specific days of the week

Ad scheduling can also be used to target specific days of the week. For example, if you want to target people who are searching for legal services on the weekdays, you could schedule your ads to run Monday - Friday and exclude Saturday and Sunday.

It's important to note that scheduling your ads does not mean that your ads will be shown exclusively at the scheduled time, it means that your ad will be more likely to be shown to potential clients during the scheduled time. Google will still use its algorithms to determine whether or not to show your ad based on the relevance and performance of your ad and the context of the search.

Summary for ad scheduling

Ad scheduling can be done via the Google Ads platform, you can set the specific days of the week and hours of the day you want your ads to run. It's important to monitor the performance of your ads and adjust the schedule as needed to optimize your ad performance.

In conclusion, ad scheduling is an important aspect to consider when creating and running Google Ads for personal injury attorneys. By scheduling your ads to run at specific times of the day or days of the week, you can help to ensure that your ads are being seen by potential clients when they are most likely to be searching for legal services.

Legal compliance is an important aspect to consider when creating and running Google Ads for personal injury attorneys. It's essential to make sure that your ads are compliant with legal regulations regarding advertising, such as those set by the American Bar Association, the Federal Trade Commission, and state bar associations.

American Bar Association (ABA)

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Federal Trade Commission (FTC)

The Federal Trade Commission (FTC) is an independent agency of the United States government that is responsible for protecting consumers from deceptive and unfair business practices. As part of its mission, the FTC also has guidelines for attorney advertising, which are designed to protect consumers from false or misleading claims made by lawyers and law firms.

The FTC's guidelines for attorney advertising include requirements for disclosures and disclaimers in ads, which are intended to provide consumers with important information that they need to make informed decisions about whether to hire a particular lawyer or law firm. For example, ads that contain statements about a lawyer's or law firm's qualifications or experience must include certain disclosures that provide consumers with information about the lawyer's or law firm's qualifications and experience.

The FTC also prohibits the use of certain types of language or claims in attorney ads that could be misleading to consumers. For example, ads that contain claims about a lawyer's or law firm's results in past cases must be truthful and not misleading, and must not be presented in a way that is likely to create unjustified expectations about the results that can be achieved in future cases.

Ads that contain claims about a lawyer's or law firm's fees must be truthful and not misleading, and must not be presented in a way that is likely to create unjustified expectations about the cost of legal services.

It's important to note that the FTC's guidelines for attorney advertising are not enforceable laws, but they are used as guidance for the FTC and state bar association when assessing whether a lawyer or law firm has engaged in deceptive or misleading advertising practices.

State Rules and Regulations

Each state in the United States has its own set of rules and regulations regarding attorney advertising, which personal injury attorneys should be aware of and follow. These rules may include guidelines for the content and format of ads, restrictions on certain types of claims, and requirements for disclosures and disclaimers.

For example, some states may have strict rules on the use of certain language or claims in attorney ads, such as "no win, no fee" or "100% guaranteed." Other states may require that ads include certain disclosures or disclaimers, such as a statement that the ad is an advertisement or that the lawyer is not licensed to practice in certain states.

Some states may also have restrictions on the use of certain types of media for attorney ads, such as television or radio.

It's important for personal injury attorneys to review and understand these regulations before creating and running their ads, and to consult with legal counsel if necessary. Failure to comply with these regulations may result in legal action and penalties, such as fines, suspension, or disbarment of the attorney's license.

It's also important to note that the rules regarding attorney advertising may change over time, so it's a good idea to stay informed and up-to-date on the latest regulations in your state.

Many states have their own bar association, which can provide guidance on the rules and regulations regarding attorney advertising.

Conclusion

In conclusion, conducting relevant keyword research, utilizing location targeting, writing effective ad copy, creating optimized landing pages, and implementing retargeting campaigns are all important strategies for optimizing your Google Ads for personal injury attorneys. By taking the time to research and implement these strategies, you can increase your visibility to potential clients, attract more business to your practice, and ultimately drive more success for your firm.
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