Google Ads for Family Law Attorneys

Path 1 · DIY

Install the system yourself

Wire call tracking, build intent-based search campaigns, and stop wasting budget on Smart Campaigns. For service-business owners with 2-3 hrs/week for marketing.

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Smart Campaigns are showing Display ads to people on recipe websites

You clicked 'Accept all recommendations' because Google said it would improve your optimization score. Now your $800/mo runs Smart Campaigns on the Display Network — and you can't even see which search terms trigger your ads.

4-6 phone calls per month, only 2-3 are legitimate

At $800/mo you're getting maybe 2-3 real inquiries. Your cost per client is $300-400 — acceptable at $3,500 retainer, but you need 3x the volume to build a sustainable practice.

Your website is a Squarespace template with stock photos

People searching for a divorce attorney in San Antonio land on a generic template page. No case-type specific content, no trust signals, no clear path to schedule a consultation.

You can't see your search terms because Smart Campaigns hide them

You don't understand why you can't see what people searched to find you. You don't know about the difference between Smart Campaigns and Search campaigns — and Google's UI doesn't explain it.

Operator profile

A family law attorney spending $800/mo on Google Ads

Starting point
Client inquiries/month: 2-3 legitimate. Campaign type: Smart Campaign (Display).
What changed
Separated custody, divorce, and mediation campaigns, installed qualification scoring for $3K+ retainer fits, and removed broad-match terms attracting pro-se filers.
Outcome
Client inquiries/month → 10-15 from targeted Search. Campaign type → Search campaign (intent-based).

Path 3 · Done-For-You

Have us run it for you

Full ad ops for service businesses — Google + LSA + Meta + call routing + booked-job CRM integration. For $10K+/mo spenders who'd rather close jobs than manage campaigns.

Book a fit call

Operator profile

A 3-attorney family law practice spending $2,400/mo in a top-50 metro

Starting point
Smart Campaigns inherited from prior web vendor, 60% of clicks landing on a Squarespace homepage, firm unable to answer which attorney's calendar was filling up.
What changed
Replaced Smart Campaigns with structured Search campaigns, built attorney-specific landing pages via the Landing Page System, and routed calls with DNI per attorney.
Outcome
Consultation bookings went from 6 to 22 per month, firm balanced caseload across attorneys for the first time, cost per qualified consult settled at $140.

7 weeks to stable Search + per-attorney routing

Operator profile

A mediation-only family law solo practitioner spending $1,500/mo

Starting point
Competing head-to-head on expensive 'divorce lawyer' keywords at $28 CPC, mediation keyword volume untapped, only 1-2 mediation bookings per month.
What changed
Shifted keyword targeting to collaborative/mediation intent keywords, built a 300-negative keyword library to block contested-litigation searchers, and rebuilt the intake form to pre-qualify co-parenting cases.
Outcome
Mediation bookings rose to 7 per month at $180 cost per booking, wasted litigation inquiries dropped 80%, practitioner filled her calendar 90 days out.

5 weeks to reposition keywords, 10 weeks to steady-state volume

You Clicked 'Accept All Recommendations' and Google Is Showing Your Ads on Recipe Websites Instead of Search Results.

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Install the system yourself

The numbers in your market

Sound familiar?

Smart Campaigns are showing Display ads to people on recipe websites

4-6 phone calls per month, only 2-3 are legitimate

Your website is a Squarespace template with stock photos

You can't see your search terms because Smart Campaigns hide them

Real voices, real frustration

What operators in this situation typically achieve

A family law attorney spending $800/mo on Google Ads

The recommended product sequence

Replace Your Squarespace Template

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Have us run it for you

A 3-attorney family law practice spending $2,400/mo in a top-50 metro

A mediation-only family law solo practitioner spending $1,500/mo

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