Combines specific practice area with local intent. 'Near me' signals urgency and hiring intent, not research.
'Best' modifier indicates quality-conscious client willing to pay premium rates. Higher value cases.
Consultation request signals ready to take action. These convert at 2x rate of generic lawyer searches.
Lower CPC, filters for people actively seeking representation. Free consultation is standard so not a price-shopper signal.
Explicit hiring intent keyword. These searchers have moved past research phase and are ready to engage.
These keywords drain your budget without delivering quality leads:
Career researchers and law students, not potential clients.
Aspiring lawyers researching education, zero client intent.
Looking for free information, not willing to pay for representation.
Entertainment searches, no commercial intent whatsoever.
Students researching education, not people needing legal help.
Build campaigns around these specific services:
Personal injury
Family law
Criminal defense
Estate planning
Business law
Immigration
Bankruptcy
Two powerful tools for law firms to improve your Google Ads performance