Thousands of so-called Google Ads experts will all tell you something different about choosing the right ad rotation setting. Some will tell you that you’ll need to optimize your ads for clicks and let your copy and visuals do all the talking.
Others will proclaim that you should instead optimize your ads for conversions instead and let your landing page do the hard work. In reality, there isn’t a definite answer to which is the better ad rotation settings.
Depending on the goals of your campaign, audience, and even your landing page, your choice could differ from the rest. Nonetheless, you can still make the costly mistake of selecting the wrong ad rotation settings.
Do you want to avoid this mistake?
Here’s how you can, complete with the full pros and cons of each ad rotation setting to help you make the best decision.
If you’re new to Google Ad, aren’t careful, or simply don’t know what you’re doing, then you’ll ultimately leave your ads on this default ad rotation settings. Unfortunately, this can cause you to learn absolutely nothing from all but one of your ads.
At a first glance, Google Ad isn’t clear about how this ad rotation settings works. Though, its concept is very simple. When you run your campaign and it goes live, Google will handpick the ad that’s performing the best.
Then, it will show this ad to your audience 99% of the time. This means that the other ads in your group won’t receive any visibility. To “optimize for clicks” means to place the best ad in your campaign in the front lines of your audience to achieve as many clicks as possible.
Pros:
Advertisers can get lucky and Google will present the ad that’s actually designed to convert most of your target audience. Thus, you can improve the ROI of your campaign and actually save a lot of money in the process.
Cons:
What will usually happen if you select this option is that one of your ads will receive more clicks than the others. Over time, you’ll see your ads receiving more clicks and attention, which is what the setting was designed for.
Experienced Google Ads experts will tell you that receiving clicks isn’t an effective way to measure the performance, success, and ROI of your campaign. Conversions are all that matter to a Google Ads campaign.
A lot of newbie advertisers choose this setting and expect their ads to run with minimal supervision and interaction. That leads us to the next setting.
Likewise, ads that are optimized for conversions utilize conversion rates and click-through rate (CTR) and position the ads that are more likely to generate conversions.
Naturally, this seems like the better option. In some cases, it is. But, here are some important considerations you should be aware of.
Pros:
If you have an ad that’s performing very well, Google will handpick it and improve the performance of your entire campaign. If you don’t have a lot of time to devote to your campaigns, then this is the closest set-it-and-forget-it option you’ll ever encounter.
Your chances of success are much higher when you choose this option, mainly since your ads will be designed to convert rather than attract.
Cons:
When you select this option, your campaign will likely receive fewer clicks. If there isn’t enough conversion data, then your ads’ presentation will depend on its CTR, which will select the first option by default.
You can also run the risk of spending a lot of time on your ads that won’t even be shown to your target audience. Worst of all, you may not even receive suitable data that will help you analyze and optimize your ads for better performance.
Before you choose this option, you need to determine if you value reliable text analysis.
If you’re torn between choosing either option, these are your final two alternatives. You can choose to rotate your ads on both settings evenly. Basically, Google will gather data on which option is best to cycle between both for maximum results.
When you choose the other option, your ads will rotate for an indefinite period of time.
Pros:
Choosing this option is what veteran PPC experts do. It will allow you to constantly test your ads and gather sufficient data to make effective, real-time decisions. When you allow your ads to rotate evenly, you’ll have the freedom to optimize, create, and work on your campaign to ensure that the best ad will be presented.
After 90 days, Google will make the decision to showcase your best ads to achieve as many conversions as possible. This will result in a heightened ROI for your campaign.
Cons:
If you lack the time to manage your own campaign, then Google will basically run ads that aren’t effective. Choosing either of these options will depend on you paying more attention to your campaign.
Therefore, if you don’t have the time or don’t wish to manage your campaign, these options aren’t for you. When running a Google Ad campaign, there is no such thing as a set-it-and-forget-it rotation setting.
You’ll need to be heavily invested in your campaign in order for it to work. Otherwise, you’ll lose hundreds and even thousands of dollars and won’t even realize it. Hiring an experienced PPC agency (after first firing your current agency) is in your best interest if none of these rotation settings are ideal.
When you’re spending money on every click, you’ll want to ensure that you’re getting the most return for your spend. That’s where hiring a PPC agency comes into play.
If you’re like most people, Google Ad is a troubling maze. You’re hesitant to waste your money, but you know how successful this platform can be for your business. If you want to explore the possibility of improving your campaign, then we’d love to talk with you.
Contact us today to speak to a member of our team for more information.
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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.
Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.
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