Google Ads for Attorneys: Marketing Strategies for Better Leads and Smarter Spend

This program provides attorneys with actionable strategies to improve the performance of their Google Ads campaigns, from lead quality to account ownership and ad compliance. As digital advertising platforms evolve - especially with the upcoming sunset of third-party cookies - law firms need to adapt their campaigns to track meaningful conversions, avoid common technical pitfalls, and stay ahead of ethical considerations in online marketing. Through real-world examples, keyword strategies, and campaign structure tips, this session equips lawyers with the knowledge to better manage their advertising investments and strengthen their digital presence.

Learning Objectives:

1. Identify best practices for structuring Google Ads campaigns to improve lead quality and reduce cost per conversion

2. Understand the impact of cookie deprecation on ad tracking and prepare alternative solutions for conversion tracking

3. Learn how to test and optimize campaign elements, including keywords, landing pages, and ad types

4. Recognize the importance of account ownership and know how to regain control if needed

5. Evaluate ethical considerations in law firm advertising, including content review, keyword targeting, and platform compliance