You’ll find that your Google AdWords and other paid search marketing efforts for your law firm will be more successful if you approach things much like how you do a search engine optimization campaign. Google likes for things to be congruent. It likes for things to line up. It likes for things to be specific.

For example, let’s consider an important, high volume keyword being used in your Google AdWords account. You will find that your ads get higher quality scores if that keyword is used in the ad text as well as in the landing page copy. The higher all that stuff matches up, the higher your quality scores will be, and the less you will have to pay for you ad clicks.

What I am suggesting now is that you take it a step beyond that. I am proposing a hyper-optimized model in which you marry very small sets of keywords to highly optimized landing pages, perhaps even pages with their own keyword domain names.
Let’s look at a hypothetical example.

Say you are a personal injury attorney in Kansas City, Missouri. Upon doing keyword research, you see that a good high traffic keyword for your business would be “Kansas City personal injury lawyer.” There’s enough traffic for that one keyword that if you are hyper-optimized for it, that one keyword would drive significant traffic to your website and leads for your firm.
You could build a page onto your site heavily optimized for the phrase “Kansas City personal injury lawyer.” Or you could register a domain name like “kansas-city-personal-injury” and just make that domain a one-page landing page.

One-page landing pages are actually a very good idea for paid search marketing in general. You want people to arrive at your landing page and make one specific action or conversion. That conversion action should be to get in touch with you or provide their contact information. You don’t want that person to leave your site without doing something.

On the AdWords side, you will set up a campaign and ad group just for that keyword. If you take the approach of registering a keyword domain for the landing page, then it will by default have to be placed in its own campaign. Google does not allow multiple domains to be used in a single campaign.

Sticking with our example above, here is what you would have:

• A landing page with its own custom domain:

• A Google AdWords campaign and ad group with a VERY small set of keywords, all very similar to the phrase “Kansas City personal injury lawyer,” with all of its ads linking to the new optimized landing page.

• Two or three AdWords search text ads that all contain the target keyword.

This achieves the goal of hyper-optimization. You want to prove to Google that your website landing destination is super relevant to the search phrase.

The problem with this approach is that, to apply it to a broad array of keywords, you would be setting up TONS of landing pages and you would have many dozens of campaigns in your Google AdWords account to account for all of the different keyword variations and alternatives.

Is it worth it? For the legal industry, think of it this way: a single click related to something like personal injury law could cost you $50 or $100 or more. The cost of a keyword domain is about $10 or $12. So from that perspective, it is absolutely worth it. However, there is also the cost of building out the landing pages in terms of time or expense.

To answer that, I say in some industries, it probably doesn’t make sense. But in the legal industry, where a lead can be worth many thousands or possibly even millions of dollars, it makes perfect sense to set everything up like I have described above.
Virtuoso Legal Marketing would welcome the opportunity to be your law firm paid search marketing expert and take care of all of this for you. We are a full-service firm. Whether you need website design services, SEO, social media management, or paid search management, we are ready to go to work for you today.

Visit us at to learn more about how we can help your firm use the Internet to promote your law firm.