Writing a Perfect PPC Ad - Law Firm Marketing

PPC Ad for a law firm

Writing PPC Ads. PPC Advertising. Attorney Website. Las Vegas, Nevada.

Adwords (also called a Pay-Per-Click or PPC) is an online advertising service that places your Ad on top, bottom, or right side of the search results.

Adwords advertising can be expensive, but it brings new leads and new business when the marketer runs it correctly.

Price per click

The price on Google AdWords is based on a complex bidding system or Ad auction, and every person pays a different amount for the same keywords based on their Click Thru Rate.

Lately, Google has raised the bar on what they expect from your PPC Ad.


Keywords are central to both a search engine’s optimization and PPC advertising.

Finding the right keywords for your web pages and your Pay-Per-Click Ad can be a complicated process. It has several different stages.

The first step is brainstorming. We create a very long list of vital keywords based on:

  • Website content
  • How your customers are searching for your service
  • What problems they might be trying to solve

The second step is to refine the list. For help with picking the right keywords, paid software programs SEMRUSH or webCEO, are often used.

Google Keyword Planner is another good source of popular keywords. It shows you the price per click for each keyword.

Next, you set your daily budget, create an Ad Campaign, and start writing your AdWords Ad.

Writing a perfect Google Ad

What is the ideal PPC Ad? For me, it is an Ad that sparks an interest and the desire to click on the Ad and learn more.

Let's examine how Google Ad is structured.

When we wrote this article, each Google Ad has four lines:

  • Headline 1 (30 characters max) | Headline 2 (30 characters max) | Headline 3 (30 characters max)
  • Description #1 (90 characters max)
  • Description #2 (90 characters max)
  • Display URL (35 characters max)


For an attorney's website, it's crucial to include the main keyword you are bidding for in the Ad's title line. Read more about How SEO Works and how we search for the right keywords for the website.

Description #1

Here is where you describe your services and yourself. For example, an attorney's website might say:

  • Local and Affordable Law Firm
  • Years of Experience
  • Tough Felony Attorney
  • Specialized attention to clients
  • Proven. Skilled. Affordable Lawyer.
  • Proven strategies and results
  • Results-oriented lawyer
  • Legal strategies tailored to your needs
  • Personal attention to every client
  • Obtaining justice for our clients

Description #2

Here you can tell more about yourself or use a variation of your keyword, but the essential part is your call-to-action: you have to say to the Internet users what you want them to do! Examples would be:

  • Call to Find Out More!
  • Learn More.
  • Call for Free Case Review!

The last words on every Google Ad for attorney should be a call to action.

Display URL

The last words on every Google Ad for an attorney should be a call to action.

Tip: Since the last line allows 35 characters, you could add a keyword to that line. The link to your landing page shows your real full page URL. It will look like this: www.GH-Law-Firm.com/PersonalInjury. Your landing page should be attached to this URL.

Geographic Location

The four lines ad is not the only thing that controls your Google Ad. You can set a location (Location Targeting Settings) where you want your ad to display. GEO Allocation controls the area (city or state) where this Ad will run.

Would be nice to have

Humor in your Ad would be nice to have. Humor makes people smile. Remember, "A smile can work wonders. Put it to work for you."(Ralph Marston).

Exclamations marks are good too. When this article was written, the Adwords allowed only one (1) exclamation mark per Ad.

Keep in mind, Google manually approves every Adwords Ad, and if you didn't write an Ad correctly, they will send you a message and ask to re-write it.

Excluding specific keywords may be a good thing

It is a good idea to exclude some keywords, so you don't have to pay for unnecessary clicks. For example, if you are advertising an attorney website, exclude keywords like:

  • Pro bono
  • Research
  • Half price attorney
  • School
  • Free
  • Student

Final thoughts

Practice makes it perfect. The more Ads you write, the better you become - if you think about how to make it better!

The Google AdWords program is continually changing and evolving; new services become available, and old services are canceled or discontinued.

To learn more about Adwords, read our article PPC Ad: Goals and Benchmarks.

It's worth mentioning that Google provides excellent support to their Adwords program, and if you have any questions, don't be shy and call Adwords Help Line.

To stay on top of what is happening in the AdWords world, we recommend reading the Google AdWords Blog.

Last updated on October 6, 2020.

NEXT, read our article "SEO for Videos or Youtube Video Optimization."

Additional Resources:

Insides to Google Auction. In this video prepared by Google Adwords, you will learn how Google calculates the price per click (PPC) and how Click-Thru-Rate (CTR) affects the cost per click you are paying.

Adwords Official Blog. Reading Google Adwords blog will help you to stay connected with the Adwords community and learn about the latest AdWords changes.

Questions? Comments? Need an estimate? Send us an e-mail at info@digitalmosaics.net

We are based in Las Vegas, Nevada, and proudly serve clients in Las Vegas, North Las Vegas, Henderson, Summerlin, and the rest of the world.

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