Updating Google Ads for a website or company rebranding is essential to ensure maximum visibility and performance. In order to get the most out of an advertising campaign, it’s necessary to keep up-to-date with all changes in branding, messaging, keywords, and more.
This outlines key steps businesses should take when updating their existing campaigns: conducting an audit of current ads; updating ad copy; targeting settings; landing page content; testing & measuring performance. Following this process will help advertisers achieve strong outcomes from each stage while optimizing overall results along the way.
Regularly reviewing existing ads is also important so that any outdated elements can be retired swiftly as part of SEO best practices – including obsolete product lines no longer offered by companies or expired special offers which could reflect poorly if not removed promptly upon expiry date given customers might forget about them being discontinued otherwise.
Last but not least – staying true to brand values through consistent execution across all digital channels (including Google) helps build long-term trust amongst consumers who may come back again once positive experiences gained previously create beneficial recall bias going forward.
Conducting an audit of existing Google Ads should begin by reviewing campaigns and ad groups. This allows marketers to identify which elements need immediate updating, whether it involves retiring old ads or replacing them with new content that reflects a company’s rebranding efforts.
While doing this review, some keywords may be obsolete while others can remain in place; likewise for the ad copy used across multiple platforms and any landing pages associated with these particular campaigns/groups.
Analyzing performance metrics during the auditing process is also key as they help marketers decide what needs optimization versus being retired completely from use under its current format.
When conducting an audit of existing Google AdWords, it is important to identify keywords, ad copy, and landing pages that need updating in order to ensure maximum performance.
This involves examining current campaigns and ad groups for relevant information such as the type of keyword phrases being used, the accuracy of messages included within ads text copies, and formatting across key webpages or designated URL links. By doing this analysis regularly, you can determine what needs further improvement so your brand remains aligned with consumer interests while maintaining a successful digital marketing campaign over time.
When it comes to conducting an audit of existing Google AdWords, one important task is determining which ads can be retired and which need replacing. This involves reviewing performance metrics such as impression share, click-through rate (CTR), cost-per-click (CPC), and conversion rate for each ad group or campaign using Google Analytics to gain deeper insights into user behavior and ad effectiveness.
If certain ads have consistently low CTRs, poor conversions, or high CPC compared with other campaigns/ad groups, then they should typically be retired in favor of new Google Ads that better reflect your current brand messaging and products/services offered. Additionally, look at search terms reports to identify any unprofitable keywords that could drag down ad performance if not removed from accounts altogether.
Creating new campaigns or ad groups that reflect the new brand and messaging is an essential component of updating a website’s Google Ads. Companies should create separate campaigns for each product, service, or message to ensure ads are more narrowly targeted and effective at reaching their desired audience.
Additionally, brands can include various elements such as keyword clusters targeting certain demographics in order to further optimize performance while staying within budget limits. Finally, companies should update all existing advertising copy with branding details from the newly launched identity program so customers will immediately recognize them on any page they visit online.
Updating ad copy to reflect new messaging and brand elements is an essential step when updating Google Ads campaigns. This involves replacing existing headlines, descriptions, calls-to-action, product promotions, or discounts with fresh content that aligns with the company’s current branding message.
Also, take into consideration any changes in tone or style of writing that have been incorporated after rebranding so as not to confuse users by sending out contradicting messages through different channels. The ultimate goal should be creating succinct ads which represent the updated identity while still having a clear focus on conveying key selling points effectively.
Updating keywords is a critical step in updating Google Ads campaigns for a website or company rebrand. Keywords should be changed to better reflect the new messaging and brand elements, while also considering potential search volumes, difficulty of advertisement competition, and other factors such as local market penetration rates when selecting terms that will have an impact on conversions.
The objective here is to select words that are both relevant to the ad’s content but can attract users with intent towards conversion – making it essential for businesses looking at maximizing their return from online advertising activities through PPC channels like Google Ads.
When updating Google Ads campaigns for a rebrand, it is important to review the targeting settings and make any necessary adjustments.
This includes reviewing current audiences targeted by each campaign as well as geographic filters or language options that are configured. It may also be helpful to leverage new audience options such as lookalike or affinity audiences if they fit with your business needs. Adjustments should be made based on budget limitations and desired objectives of each ad group so that ads can effectively reach the right prospects most likely to convert into customers.
Identifying which landing pages need to be updated is an important part of the Google Ads updating process. Website owners should look at their existing campaigns and ad copy and assess what needs changing in order to match with a new brand or messaging.
Landing page content, such as text, visuals, videos, and other forms of media can all benefit from being refreshed for optimal performance when attracting visitors via paid advertising. Additionally, website owners may find it beneficial to test different versions of the same landing page before settling on one that offers the best results—both in terms of conversions but also maintaining consistency across ads within each campaign group.
Updating a website or company’s Google Ads landing pages is essential for effective rebranding.
When updating the content of these pages, it’s important to ensure that all elements reflect and emphasize the new brand messaging. This includes changing text blocks, visuals (such as images/videos), the descriptive language used in calls-to-action, etc., while also ensuring they provide value to potential customers.
Additionally, optimizing landing page design can help drive more conversions by providing an improved user experience and making navigation easier for those looking for specific information related to their search query.
Updating a website or company’s Google Ads landing pages is essential for effective rebranding. When updating the content of these pages, it’s important to ensure that all elements reflect and emphasize the new brand messaging.
This includes changing text blocks, visuals (such as images/videos), the descriptive language used in calls-to-action, etc., while also ensuring they provide value to potential customers. Additionally, optimizing landing page design can help drive more conversions by providing an improved user experience and making navigation easier for those looking for specific information related to their search query.
Testing and measuring performance is essential for ensuring the success of a website or company rebrand. Creating A/B tests to optimize ad copy and landing page elements can help maximize your conversion rates by allowing you to determine which version performs best in different scenarios.
Utilizing tools like Google Optimize, AB Tasty, or Apptimize should be considered when setting up experiments on how changes affect user behavior; as this will make it easier to measure results in real-time with analytics metrics such as click-through rate (CTR), cost per action (CPA), etc. Regularly testing your content helps identify where improvements need to be made, ultimately helping ensure maximum ROI from campaigns while targeting the right users.
Testing and measuring the performance of Google Ads is essential to ensure that they are delivering optimal results. Regularly monitoring performance metrics allows advertisers to identify any areas where further improvement can be made, such as ad copy or landing page elements.
Tracking engagement levels with different versions of ads (A/B testing) can also help refine campaigns for maximum profitability by highlighting what works well and what needs modification or removal. Understanding how each element in a campaign contributes to overall success makes it easier to adjust accordingly when needed so budgets will have more impact on desired outcomes than ever before.
It is essential to regularly monitor and measure the performance of Google Ads campaigns. This can be done by tracking relevant metrics such as impressions, clicks, conversions, etc., which will give an indication of whether or not goals are being met.
When particular ads start underperforming compared to others in terms of these metrics it may be necessary to make adjustments so that those specific ads perform more optimally in order to maximize overall campaign performance. Such potential adjustments range from changing keyword selection, ad copy wording/structure or even landing page design if needed – however testing should always take place before any radical changes are implemented.
Updating Google Ads for websites or company rebrands can be a complex process. It involves conducting audits to identify areas that need updating, creating and optimizing campaigns, adjusting keyword targeting settings, testing performance metrics, and much more.
Regularly monitoring the performance of your ads is essential in order to maximize success with audience engagement rates as well as conversions. By diligently applying these steps you’ll have an effective system that supports iterative optimization while staying within budget parameters allowing new brand initiatives greater visibility thus translating into positive financial returns.
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Pay-per-click (PPC) advertising isn’t an optional marketing accessory – it’s a serious tool for law firms that want measurable results fast. Whether your practice areas involve personal injury, criminal defense, family law, federal crimes, or estate planning, PPC gives you access to leads who need your services now. But throwing money at Google and Facebook without a plan will only drain your budget. If you’re tired of seeing competing law firms outrank you, this guide is for you.
Let’s explore the 10 key aspects of PPC campaigns that will bring you paying clients without wasting your ad spend.
PPC only works if you get the foundation right. That means finding keywords and phrases that your ideal clients type into search engines when they need help. If you choose the wrong keywords, you could end up wasting your ad spend fast. Law firm PPC is highly competitive and one of the most expensive PPC markets around. Small mistakes can cost a lot of money.
To get this done, use keyword research tools like Google Keyword Planner, Google Autocomplete, and Semrush to get a list of 30-50 keywords related to your location and practice area.
Remember that PPC keywords will differ from general keywords used to get traffic to your website. You’re paying for each click, so for PPC, you only want to target keywords that indicate the user is likely to become a paying client. High-intent keywords are the ideal target, like “DUI attorney” or “drug charge defense attorney.” These phrases indicate the user is facing charges and needs an attorney now.
Use long-tail keywords related to your practice areas. These are phrases like, “how to beat a DUI charge in [state],” “how much does a child support lawyer cost in [county]?,” and “what should I do after being arrested for [offense]?”
Long-tail keywords are less likely to be cannibalized by your other paid ads, AI-generated summaries, and featured snippets. They’re also more likely to send you hot leads who become clients.
When a user searches for the phrase “how to beat a DUI charge in California,” the algorithm will know the user’s zip code, and will serve them ads for local DUI law firms who have successfully optimized their ads for DUI-charge-related phrases.
Avoid generic keywords, like “lawyer in [city].” While there’s a possibility someone searching for a generic lawyer might need your services, there’s also a chance they’re looking for someone outside of your practice areas. It’s not worth wasting ad spend to find out.
Understand that optimizing your ads for certain searches doesn’t necessarily mean using those exact words in your copy. For example, to optimize for the search “DUI attorney near me,” you’d use the phrase “DUI attorney” and include locations by city name, county, or zip code. You don’t need to include the words “near me” because ad algorithms interpret those words as a command to return local results. Google is good at discerning intent from searches.
Your PPC ads should direct users to a specific landing page created just for that ad. Don’t send people to your home page because it will make conversions harder. Home pages are too generic and will break the user’s sense of continuity and flow.
Each landing page should be specifically relevant to the user’s search query. For example, if your ad talks about services related to divorce, clicking should send users to a web page that outlines your divorce-related services.
Most attorneys create one page for every practice area and send paid ad clicks to those pages. This strategy is good since it serves visitors regardless of their origin. However, in order to track PPC ad conversions, it helps to have landing pages that don’t show up in search results and only get shown via ads. All you need to do is make a copy of your practice area pages, give them friendly URLs, and use them for your ad destinations.
A good landing page will encourage the user to call your law firm right away. To accomplish this, you need the following elements:
Your landing pages serve one purpose: to get users to call your law firm. With that in mind, make sure your phone number is visible on every page above the fold, preferably in your header. To make it clickable use the following markup:
<a href="tel:1234567890">(123) 456-7890</a>
Use this markup for every instance of your phone number throughout your website so mobile users can click to call. This seemingly small convenience will get you more leads.
People need a reason to trust you, so include client testimonials, previous settlement wins, Google and Trustpilot reviews, and links to your Avvo or Martindale profile.
Your copy should aim to convert clicks into leads that either contact you via phone, a contact form, or chat bot. Don’t be wordy – mention your specialty, location, what makes you different, and instruct people to contact you now. For example, your drug charge landing page might state you have 20+ years of experience and that you offer free consultations. Copy doesn’t need to be long to be compelling. For law firms, shorter is better – people don’t have time to read an essay when they’re just trying to get help.
Your CTA should be visible above the fold and on every page throughout your website. It should be clear, short, and direct. For example, tell visitors to call you for a free case evaluation.
Paid ads only work when you’re willing to spend money. If your daily budget isn’t high enough, your ads won’t get served to many people. To increase your impression share and therefore increase ad visibility, you need a good ad Quality Score and a decent budget. Higher bids can push your ads into favorable positions, which can increase your click-through rate (CTR) and generate more conversions.
Legal keywords can cost more than $100 per click, so you need to invest in your ads. However, if you’re doing ads on your own, start with a conservative budget and ramp up once you identify the campaigns that are converting. If you’re working with a reputable PPC agency, you can go all-in from day one without worry.
Even though lawyers typically pay more per lead than other industries, PPC ads are still considered a low-cost, effective form of marketing. Compared to other options, paid ads are cost-effective and excellent for capturing relevant leads immediately. As long as your ads are running, you’ll get clicks to your website.
When you identify your high-performing ads, cut the fat and pause keywords or ads that are underperforming and reallocate that money to your winners. PPC ads need to be managed weekly to ensure optimal performance.
The time your ads run matters; not every hour in the day is equal. There’s no need to advertise 24/7 unless you’re going to answer calls at 3:00 a.m. People might call you, get your voicemail, hang up, and call someone else in the morning. Even if you have a contact form on your website, someone who is stressed out and facing serious criminal charges may not go back to your site to look for an alternate way to contact you. They’ll go to bed and search for someone else in the morning.
So, what are the best hours to run ads? Most law firms see the most conversions during business hours and early evenings, so that’s when your ads should run in local time. Schedule your ads to run during peak hours for mobile searches. This is easy with Google Ads. To avoid paying for junk clicks, turn off your campaigns on holidays, weekends, or hours you aren’t available unless you have someone ready to take calls.
Location targeting is how you’ll get better conversions. You only want people in your local service area to see your ads, but you need to tell the ad platforms where you want your ads to be served.
Target high-value zip codes based on income, need, and proximity. If you work on a contingency basis, you might want to target people regardless of income since you’ll get paid if and when you win their case. However, if you don’t work with contingency fees, you need to be specific about your targets.
It’s equally important to exclude irrelevant locations from your ads. If you notice you’re getting clicks from neighboring states or areas you don’t serve, set your negative geotargeting rules to block them.
To get more clicks from relevant leads, use location-specific copy in your ads. Mention your city or county in the ad headline to catch people’s attention.
Negative keywords are your secret weapon for reducing wasted ad spend on irrelevant clicks. Add negative keywords that would indicate a user is not searching for actual legal services. For example, standard words like “free,” “pro bono,” “advice,” “template,” “blog,” “forum,” or “DIY” are a good place to start. People searching for these words are unlikely to become paying clients.
Other negative keywords to include are phrases and words that:
· Indicate a person is just looking for information or resources, but they don’t need a lawyer
· Are related to legal areas outside of your practice areas
The back end of your PPC platform will track clicks, but you need to track leads. The easiest way to do this is by hiring a PPC agency to manage your entire campaign from top to bottom. However, if you’re running ads in-house, here are some tracking strategies:
· Use call tracking software. You need to know which ads are generating calls. Tools like CallRail and WhatConverts will show you exactly where your calls are coming from.
· Tie form submissions to campaigns. If you just collect general form data, you won’t know where people came from. Connect each form to the ad group or keyword so you can track clicks and conversions.
· Ignore vanity metrics. A high click-through rate doesn’t mean much if you’re not getting conversions. Focus on cost per lead and cost per signed case. If your CTR is exceptionally high compared to conversions, adjust your campaign until you get better results.
Remember that you can’t improve what you don’t track.
While some people will call right away, not everyone looking for legal help will convert immediately. People facing criminal charges are more likely to make immediate phone calls, but when the matter isn’t urgent, people tend to research their options for a bit. This is where remarketing comes into play.
Remarketing ads help you convert more leads by targeting individuals who have already interacted with your ad or website, keeping your law firm at the top of their mind. You can customize your ad based on the web pages they visited for an even more personalized experience. However, you should limit the frequency so your ad doesn’t follow them for weeks or months.
Google Ads Assets are one of the most under-utilized PPC features, but they’re packed with power that can help you generate more high-quality clicks that convert to leads. The most useful assets for law firms include:
· Lead form assets. If you want to advertise during non-business hours, lead form assets will allow users to fill out a form directly within the ad, skipping the landing page completely. This will allow you to gather leads after hours without disappointing users when you don’t answer the phone.
· Location assets. This will display your physical address, hours, phone number, and map with your ads, including on YouTube. You’ll need a Google Business profile to set this up.
· Call assets. This allows users to call you directly from an ad. It displays a click-to-call button for mobile users, and displays your phone number for desktop users. This only works on the Google Search Network.
If you want to enhance your Google Ads performance, Ads Assets are essential.
PPC isn’t something you want to wing, especially when each click can cost $100 or more. If you’re not getting leads, you need a better strategy. Managing legal PPC campaigns requires a lot of time, constant optimization, and a solid understanding of how to attract leads that will become clients. That’s where a PPC agency becomes your competitive advantage.
At PPC.co, we help law firms build high-performance PPC campaigns that convert clicks into paying clients. If you’re tired of wasting your money and want results you can see, contact us today for a free consultation. We won’t just bring you traffic – we’ll get you qualified leads who need your help now.
When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
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