Contextual advertising for legal services

  • 17.1.2024
  • Written by Vladyslava Rykova
  • Category: PPC

Contextual advertising can be termed as the best online service for lawyers and law firms looking to reach their target audience as efficiently as possible and increase visibility. In the digital age, when potential clients are looking for services online, advertising legal services on the Internet is gaining popularity. Such advertising can significantly increase the visibility of legal services and attract the target audience.

Why is contextual advertising important for lawyers?

Contextual advertising is a key tool for lawyers, allowing them to precisely target potential clients seeking specialized legal services. This is especially important for lawyers providing legal assistance in areas such as the Ministry of Internal Affairs and citizenship (repatriation). Such advertising helps increase the visibility of legal services, expand the client base and strengthen professional reputation, which is critical in today’s competitive legal environment.

The key feature of contextual advertising is its high relevance. Ads are shown to users who enter specific search queries related to legal services, making them more effective than traditional advertising methods.

For a law firm, contextual advertising also offers unique flexibility and scalability. They can control their budget, choose keywords, and customize the geographic reach of their advertising campaigns. This allows them to easily scale their efforts based on needs and opportunities.

Especially important is the ability of contextual advertising to provide instant visibility. Unlike SEO and other organic promotion methods that take time to achieve results, contextual advertising allows you to quickly gain the attention of your target audience. This is critical for new law firms or when launching new services.

Basics of effective contextual advertising in Google Ads for legal services

For your contextual advertising to be successful, it is important to pay attention to several key aspects.

  1. Clearly define business goals and expected target actions of potential customers on your website

How to create a strategic goal for promoting a law firm through contextual advertising?

As an example, in the legal services industry the following goal is often set:

Receiving 30 quality leads (mainly phone calls or completed forms) per day with a set request cost of no more than 400 UAH excluding VAT and a total monthly budget for all advertising campaigns not exceeding 400,000 UAH excluding VAT.

A high-quality lead means:

  • a lead who requested a service provided by your company;
  • a lead that is financially beneficial for your company (that is, not low-budget).
  • lead from your target region (this is especially true for legal services in Kyiv, since due to the technical features of advertising systems, traffic to the site can come from neighboring areas, even with correct geo-targeting settings).

Next, the task of contextual advertising specialists is, first of all, to find such advertising campaigns that will provide incoming requests at the target cost, then to achieve the required number of calls and applications per day, and, finally, to scale campaigns to increase the number of requests from paid traffic for legal services.

  1. Identify target user actions on your website

Target actions may include:

  • Phone call (in the legal field, usually more than 60% of requests are phone calls).
  • Call from the site or Callback.
  • Filling out an application for consultation.
  • Online chat.
  • Contact messengers.

This list is not exhaustive and depends on the specifics of a particular business.

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Choosing the right keywords for legal services

Selecting keywords for contextual advertising in the legal field requires a careful approach and understanding of the target audience. It must be taken into account that potential clients may search for services using different formulations and queries. Effective keyword research and promotion begins with identifying the core aspects of the legal practice – be it family law, criminal law, corporate law or any other specialization.

It is important to include not only general terms such as “lawyer” or “legal help” in your keyword list, but also more specific phrases that clients may use, such as “divorce lawyer” or “corporate legal advice”. right.” It’s also worth considering using geotargeting by adding city or region names to your keywords to attract customers from a specific area.

Contextual advertising of legal services

Creating Attractive Ads: Best Practices

Creating an effective ad for legal services requires clarity, persuasiveness and appeal. The ad must clearly convey what services the lawyer or law firm offers and why the potential client should choose them. It is important to highlight the unique strengths and experience that set a lawyer apart from the competition. This could be experience in a particular area of law, a high level of successful cases, an individual approach to each client, or a free initial consultation.

It is important to use persuasive and concise language in your ad, avoiding legal jargon that may not be clear to the average user. The ad must be written in such a way as to inspire confidence and interest in a potential client. Additionally, effective ads often include a call to action, such as inviting them to visit a website for more information or call to schedule a consultation. This increases the likelihood that a potential client will take proactive steps to contact a lawyer.

It is also important to pay attention to the visual design of the ad, if the format allows it. A professional image, company logo, or even a short video can greatly enhance the impact of your ad. Visual elements should be consistent with the law firm’s overall brand and professional style. This is especially true for advertising in the Performance Max format.

analysis of competitors' advertising

By the way, to differentiate yourself from competitors, we recommend that you first look at their texts in advertising. In addition to paid services like SeRanking, there is also a free service from Google –

Targeting and personalization in contextual advertising

To increase the effectiveness of advertising, you need to use targeting and personalization.

How to reach the target audience in contextual advertising for legal services?

Reaching the target audience for legal services requires an integrated approach that combines a deep understanding of client needs and behavior with the effective use of marketing tools.

  1. The first step is to accurately define your target audience. This may include analyzing demographic data such as age, gender, social and economic status, as well as understanding the legal needs that may occur in different life situations. For example, the target audience for a family lawyer and a corporate lawyer will be significantly different.
  2. Once you have identified your audience, it is important to develop promotional content that reflects the key issues and concerns facing potential clients and offers clear solutions or benefits that the lawyer can offer. By content we mean texts, pictures, videos, landing pages.
  3. The next step is to select the appropriate channels to reach this audience. Depending on the audience, this could be search engines and Google search partners, different advertising formats. It is important to use targeting and personalization to reach the audience of interest as accurately as possible. Don’t forget that in Google Ads you can add not only keywords, but also Interests of potential clients.

Interests of potential clients

  1. Analysis of the results is no less important. The effectiveness of advertising campaigns should be regularly monitored and analyzed to understand which approaches work best to reach your target audience. This will allow you to make adjustments to your marketing strategy and tactics, improving results.

Ultimately, to successfully reach the target audience of legal services, it is necessary to deeply understand the needs and preferences of this audience, as well as effectively use various marketing tools and channels to communicate with them.

In conclusion, contextual advertising plays an important role in promoting legal services. Effective keyword selection, creating compelling and compelling ads, and targeting targeted audiences are all critical to the success of law firms and solo practitioners in today’s digital world. A deep understanding of client needs and strategic use of digital marketing tools can significantly increase the visibility of legal services and lead to a growing client base.

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Vladyslava Rykova

Expert in legal marketing. Head of marketing agency MAVR.

Business degree “Master of Business Administration” (MBA).

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