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Setting up Google advertising for a law firm

How to set up PPC advertising in a highly competitive niche to get as many conversions as possible

#PPC

Input data

Client: private law firm.

Duration of work: 2.5 months.

Team: contextual advertising specialist, project manager, analyst, designer.

Problem: the client asked to promote the list of his services, namely: legal support in resolving legal issues, in particular, administrative violations, criminal proceedings, civil cases, as well as legal assistance to the military. At the same time, the legal niche is characterized by significant competition and high cost of customer acquisition, and the initial coverage of all areas made it difficult to effectively allocate the budget and consistently obtain conversions. This required rapid adaptation of the strategy and focus on the most effective areas.

Tasks

Set up a Google Ads account from scratch for a law firm.

Run test campaigns to assess the effectiveness of channels.

Identify the most effective areas and allocate the budget to them.

Get conversions in the form of applications and calls.

Identify the most profitable areas of legal services.

Optimize advertising campaigns for high competition.

Maximize the number of calls from potential clients.

List of works

Search and Performance Max campaigns were set up.

After the first month, campaign performance was analyzed and the strategy was adjusted.

A decision was made to focus on the highest-priority areas: criminal and military-related cases.

The semantic core was worked out in detail with a breakdown by categories, services, and types of offenses.

Responsive search ads were completely updated with an emphasis on selected topics.

New text and banner creatives were created for Performance Max with a detailed description of the problems the company solves.

Results

Within 2.5 months of the advertising campaign for the law firm, it was possible to obtain the first stable results even in a highly competitive niche. Thanks to testing and further optimization of the campaigns, the most effective directions were identified and a stable flow of appeals was ensured.

Total advertising spend: 37,700 UAH.

Received: 16 applications through forms.

Received: 176 calls.

Average cost per conversion: 196 UAH.

Average cost per click: 5.48 UAH.

For the legal niche, where the value for a client can be tens of thousands of UAH, competent Google Ads setup gives a cost per lead of 196 UAH, which is a high result.

Results

Total advertising spend: 37,700 UAH.

Received: 16 applications through forms.

Received: 176 calls.

Average cost per conversion: 196 UAH.

Average cost per click: 5.48 UAH.

For the legal niche, where the value for a client can be tens of thousands of UAH, competent Google Ads setup gives a cost per lead of 196 UAH, which is a high result.

Conclusions

The legal niche in Google Ads is characterized by high competition, high cost per click and critically important precise targeting, where errors in the campaign structure immediately lead to budget overspending. In this project, the key factor in effectiveness was not the number of directions, but their clear prioritization based on data from the initial testing phase.

The initial wide coverage of services allowed us to quickly collect statistics, but real effectiveness was ensured by further narrowing the focus on the highest-converting areas – criminal and military-related cases. This made it possible to redistribute the budget within the account without increasing overall costs and improve the quality of leads.

As a result, even in a complex competitive niche, we managed to achieve a stable flow of calls with a controlled conversion cost. The data obtained confirmed that for legal services, the effectiveness of Google Ads directly depends on continuous analysis, rapid optimization and concentration of the budget on the strongest demand segments.

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