Google Ads Tips for Lawyers PPC Marketing

The digital marketing landscape is constantly evolving as new technologies keep entering the market. Paid advertising, which is a crucial part of the digital marketing ecosystem, is no exception to this trend. One of the relatively recent additions to this industry is the introduction of Responsive Search Ads (RSAs) by Google.


This new form of paid advertisement can take your PPC for lawyer to a whole new level. It can help you capitalize on a wide range of searches and user interests in relatively less time and with little effort. However, to make the most of it, you need to understand how RSAs work and the unique benefits they offer to your overall law firm marketing efforts.


How Do Responsive Search Ads Work?

Responsive Search Ads (RSAs) offer better compilation and selection of suitable advertisements than their traditional counterparts. In conventional lawyer PPC marketing, Google allows you to insert two headlines and a single description in your ad based on the search queries presented by your target users.


In RSAs, however, Google allows you to add up to 15 headlines and four different descriptions in your advertisements. Based on the search queries, user-specific behavior data, and the quality of your ads, Google will choose the most effective advertisements for display. Google will also allow you to display a combination of up to three headlines and two descriptions for each advert.


The Benefits of Using Responsive Ads in Your Lawyer PPC

Compared to traditional paid advertisements that offer just two headlines and one description, RSAs come with several unique benefits that can strengthen your law firm PPC campaigns.


  • Increased Flexibility in Your Lawyer PPC Campaigns

One of the primary benefits of using RSAs is the increased flexibility for creating your law firm PPC campaigns. Unlike conventional paid advertisements, you can test as many as 15 headlines and four descriptions.


In other words, you can be more creative and come up with the content that best resonates with your target audience. The more combinations you test, the more suitable your advertisements will be. This, in turn, will help you attract highly qualified leads that can turn into your customers relatively quickly.


  • Considerable Time Saving

Testing is an integral part of lawyer PPC marketing. If you are already using traditional paid ads, you must have tested your adverts for performance. However, manually testing dozens of advertisements every month is a nightmare for most marketers and lawyers.


With RSA, you can leverage Google’s latest machine learning capabilities to test your advertisements for performance. All you need to do is create 15 unique headlines and four descriptions based on your keyword research and user behavior analysis.


Google will then test different combinations to find the ones that resonate most with your target audience. As Google does most of the legwork in RSAs, you can save considerable time, while focusing on your core work responsibilities. This is a massive benefit for boutique law firms that often have limited resources.


  • Optimization On-the-Go

If you have already used PPC to market your law firm, you know that it isn’t a one-time deal. You need to continuously optimize your paid advertising campaigns to stay relevant and keep getting more conversions. In conventional paid advertising, however, optimization is susceptible to human errors. It is also time-consuming.


Unlike their traditional counterparts, RSAs are smarter. With Google’s machine learning, your ad groups will keep collecting and analyzing more user data as it becomes available. Being automated, it also eliminates human errors. As your advertisements get optimized continuously, your paid law firm marketing becomes more targeted over time.


  • Better Return on Your PPC Investment

The last and perhaps the most critical benefit of Responsive Search Ads is that you can get a better return on your investment in PPC for lawyers.


Unlike organic lawyer SEO, you want your paid advertisements to start offering returns as quickly as possible. Thanks to machine learning-based real-time optimization, RSAs offer quicker and better optimization.


As they are more relevant to your target audience and show up in a wide range of searches, they stand to attract more clicks than conventional PPC ads. In other words, you can expect a relatively quicker and higher return on your lawyer PPC investment if you choose RSAs.


However, RSAs also requires a strategic approach and careful keyword and user-behavior analysis. If you use random headlines and descriptions in your RSA ad groups, it will be a waste of your time and money. The trick is to maintain your efficiency without getting carried away with the creative diversity of Responsive Search Ads, which requires experience.



If you haven’t already used Responsive Search Ads, they should be at the top of your lawyer PPC marketing strategy. Powered by Google’s machine learning, they can help strengthen your paid advertisement marketing, save time, and offer better ROI. A seasoned digital law firm marketing agency like Gorilla Webtactics can help you make the most of your RSA campaigns. Call us today at (612) 470-9877 or contact us online to know how your law firm can benefit from our expertise.