What is covered in this article:
What are Google Ads?
How to create Google Ads
Do Google Ads Need to Be Compliant with the Florida Bar?

Law firms live within a very competitive industry in which advertising is a key driver in acquiring clients. While law firms have long used billboards, radio, and TV commercials, amongst other marketing channels, Google Ads provides an accessible and easy to measure method of advertising and acquiring new clients. Whether you are a large firm or a solo practitioner hanging out a shingle, Legal advertising with Google Ads provides you with an immediate opportunity to get yourself in front of people looking for a lawyer.

Coral Digital is founded by attorneys who have converted to digital marketers, so we understand both businesses and are happy to give you a free consultation (sound familiar?). Schedule a time for a consultation here >

Side Note: This article is written with regard to Florida rules and regulations. If you practice either digital marketing or the law outside of Florida, please consult the relevant advertising and solicitation rules and regulations from your state’s bar association.

What are Google Ads?

Google Ads (formerly Google Adwords) is the platform on which you create Google ads, pick your keywords and keyphrases, and pay to have your ads shown to potential clients in relevant search results. Sounds simple? It isn’t really.

When you Google something you are usually shown a list of links to pages, these are commonly called “search results”. These pages in the search results are indexed by Google and ranked according to a number of parameters. The means by which you attempt to get your pages to “rank” higher up and therefore get more people to come onto your site is called Search Engine Optimization (“SEO”). This is a long, slow process, but the end results are that you have individuals coming onto your site without paying for them (other than paying for the SEO, if you are not doing it yourself). They are simply finding you organically, which is the holy grail of marketing traffic!

Legal Advertising on Google Ads - Example of Google Ads from local law firms.
Example of Google Ads being shown after searching “miami injury attorney”.

However, Google also offers companies the ability to list their page at the “top of the page” through Google Ads. Thus you can skip the organically ranked pages and appear in the top couple of search results of any given search results in exchange for paying for each click you receive. If your ad shows and no one clicks on it then you do not pay. This form of advertising is called pay-per-click (“PPC”). The cost-per-click (“CPC”) is the amount Google charges you each time someone clicks one of your ads. When individuals Google a keyword or keyphrase your ad will show to them, with a small “ad” tag to clarify that you are an ad. See below to see results for “Miami injury lawyer”.

You may think that people don’t click the ads, and would rather go down to the organic results. This is untrue; many people will click the ads and a significant percentage of individuals who are not aware or do not check whether the “top results” are ads or not. In short, your ads will be clicked on and potential clients will land on your website.

Side Note: Google Ads allows you to have a lot of control over your budget. If you hire us you would pay us to manage the campaign(s) and pay Google for each click. You can set budgets with Google Ads by the day, anywhere from $5 per day to you name it!

How to Create Google Ads?

This short explanation is just that, it should not be considered a guide to setting up a Google Ads campaign properly. We have done this many times and you will waste money by not either learning the ropes or hiring someone to do it for you. Google Ads are complicated and require other software and resources to create and optimize correctly. If you are interested in speaking with us about how to do this, or you simply have a quick question please contact us. We are happy to chat with you about Google Ads!

First, create a Google Ads account. You will then want to create a keyword or keyphrase list, these are the things that will trigger your ad when they are typed into Google. Creating a proper keyword list is complicated work that will include keyword gap analysis, competitor analysis, Google Ads Keyword Planner, creating a negative keyword list, and more. Second, you will have to create the ads and ad copy themselves, these will show as the listings labeled “ad” in the search results you can see in the picture above. Usually, you would want to create several ads per ad group, to test which one works the best by comparing their click-through rates (CTR). A click-through rate is the percentage of people who click the object/ad who see it (impressions). Finally, you should have a landing page that will coax the possible client into doing something (converting). A “call to action” or “CTA” will tell them what to do, such as a button that says “Contact Us Now”. Usually, the CTA will tell the potential client to contact you in some way, however, it could be downloading a brochure or signing up for an email list. It should ask them to do whatever is the first step on your client journey.

You will also want to add extensions, such as sitelinks, callouts, and structured snippets to your ads. All of which will help put the right information and links in front of your possible new client.

Your ads, landing page, and click-through rate are all given a quality score by Google, which will determine how much you pay-per-click and where they will show amongst the ads on any given impression through an auction.

Expert Tip: Use Google Tag Manager to create conversion tracking tags on your site and use them as the conversion metric. By setting your Google Ads campaign to optimize for conversions Google will attempt to show your ads to people most likely to click your ad and then convert.

Do Google Ads Need to Be Compliant with the Florida Bar Advertising Rules?

Google Ads are legal advertising that falls under Rule 4-7.11(a) Types of Media, which reads:

Florida's lawyer advertising rules apply to all forms of communication seeking legal employment in any print or electronic forum, including ... , and Internet, including banners, pop-ups, websites, social networking, and video sharing media.

Therefore your Google Ads must be compliant with Florida Bar rules regulating attorney advertising and solicitation. If your Google AdWords campaigns are advertising legal services then they will need to be compliant.


While adhering to the requirements of Florida’s legal advertising rules and regulations may not be daunting to you and Google Ads are surely not daunting to many digital marketing agencies, you want a digital marketing agency that can bridge that gap and provide you with both the legal know-how and the digital marketing know-how to make your Google Ads campaign successful and compliant.

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