Family Law Advertising

Online Advertising Services to Grow Your Family Law Practice

Law firm ppc services

Pay-per-click advertising is an important part of any family law firm’s marketing strategy. Besides taking a referral from a friend or family member, most prospects search for a lawyer online. So how do you ensure your family law practice is the first thing they see?Easy. You trust the family law PPC experts at Digital Logic.

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PPC for Family Law Firms

Family law services encompass a range of legal matters, including but not limited to divorce, child custody, child support, alimony, domestic violence, property division, and more.

As you might imagine, there is a lot of search volume for legal assistance in these practice areas. That’s because when potential clients require services from family law attorneys, the first thing they typically do is pull out their phone or computer and type it into a search engine.

If only there was a way for family law firms to effectively increase their online visibility and put themselves in front of those who are searching for their services… Oh, wait – there is!

PPC (Pay-Per-Click) marketing is an effective strategy for family law firms to promote their legal services and attract potential clients. With PPC campaigns, a family law firm can significantly boost its online presence and target specific keywords relevant to family law, allowing them to reach a targeted audience that happens to be searching for the type of legal assistance they offer.

For instance, say a prospective client searches for a “family lawyer near me” or a “divorce lawyer in Shreveport.” A family law firm located in Shreveport might utilize PPC to target these keywords and help them appear prominently in search engine results, effectively increasing the likelihood of attracting prospective clients in need of family law attorneys.

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SEO vs. PPC for Family Law Practices

Pay-Per-Click (PPC) and Search Engine Optimization (SEO) are both great family law marketing ideas, but they differ from one another in many ways. Each has its own strengths and weaknesses (or pros and cons, rather), so it’s important for family lawyers to understand the benefits that come with each marketing strategy. 

For those who are unfamiliar with Search Engine Optimization or SEO, it is the practice of optimizing various aspects of a website – including page content, structure, and technical “behind-the-scenes” elements – to make it more attractive to search engines like Google.

There is a lot that goes into creating a successful search engine optimization strategy, and marketers must always stay up-to-date with the latest SERP (search engine results pages) algorithms and SEO techniques to stay ahead of the competition. 

Both PPC and search engine marketing are essential components of digital marketing efforts for family law firms, but as we said before, they have their differences.

Factors such as the cost, timeframe, control, and traffic quality all play a part in determining what avenue family law marketers may want to take.

We’ll touch on the key differences between the two family law marketing ideas and strategies below:

While both SEO and PPC utilize relevant keywords to reach a target audience, there is a big difference in how that is achieved.

SEO aims to capture organic traffic on search engines. This means that marketing campaigns attract clients using a “natural means on major search engines, like Google.

PPC, on the other hand, requires family law firms to pay in order to appear before their potential clients on those same search engines.

The best way to explain the timeframe for seeing results using PPC versus SEO is this: PPC is a sprint, while SEO is a marathon.

To break it down even further, PPC is more of an immediate solution that can garner positive results in a very short period of time. In contrast, SEO is a long-term strategy that is built upon over time.

Once a family law practice implements a solid search engine strategy, though, they continue to reap the rewards from their organic marketing campaigns.

With PPC, family lawyers can bid on specific keywords, create custom ad copy, and target a very specific audience, which allows for more control when it comes to things like ad placement, messaging, and targeting.

Meanwhile, SEO is dependent upon search engine algorithms, which happen to be updated regularly. This makes tasks, such as content marketing or link building, much harder to control.

Compared to SEO, PPC tends to generate a mixture of both high and low-quality traffic.

This is because users can easily click on an ad that appears at the top of a SERP without necessarily being interested in the family law firm website’s content.

With SEO, however, it is more likely that users who find and click on organic search results will be interested in the family law content of the website, essentially making for higher-quality traffic.

As you can see, both family law marketing tactics have their strong suits, and the choice between either service will simply depend on the unique marketing objectives of the family law firm in question. Of course, there is always the option of combining the two family law marketing strategies for maximum impact, which we at Digital Logic highly recommend.

By utilizing both strategies for your family law marketing efforts, you will be able to take full advantage of the benefits that each strategy provides. 

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PPC Tips

Having tried every marketing tool in the past, I can honestly tell you that the services provided by the Digital Logic are the real deal. You will see an immediate increase in business. It is quite literally like turning on a faucet, the phone doesn’t stop ringing. Total Game Changer!!!
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Joseph Greenwald
Greenwald Law Firm
Digital Logic is doing exactly what they said they would do. They cleaned up our website and increased traffic. Quality personal service with people who still care about their customers. We have used the big name national website content providers. Digital Logic is better and more cost effective.
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Scott Newton
Manassas Law Group

Why Use Google Ads to Promote Your Family Law Firm?

Google Ads, a paid advertising platform that operates within the PPC marketing channel, allows family law firms to drive relevant traffic and potential clients to their firms while the potential clients search for their legal services.

Paid marketing for family law firms presents a highly effective means to enhance website traffic, generate more phone calls, and overall increase leads and case acquisitions.

When a family law lawyer leverages online ads, he or she can create and distribute well-timed advertisements to the desired audience across desktop and mobile devices.

This ensures that the family law firm appears on the search engine results page (SERP) when prospective clients use Google Search or Google Maps to seek services that the family law practice offers.

In essence, your target audience will find your ads at the most opportune moments, maximizing their impact and relevance.
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Quick Results with Google Ads for Family Law Firms

For a family law lawyer looking for quick results, PPC is the way to go.

PPC ads deliver immediate results by appearing at the top of search engine results pages and directing traffic to a well-designed website or landing page as soon as a campaign is launched.

With their immediate visibility and strategic placement, PPC ads are great for family lawyers looking for a quick and efficient way to boost their online presence and maximize the impact of their marketing efforts. 

PPC Ads are Cost Effective

PPC ads offer a cost-effective advertising solution where a family law attorney is charged only when their ad is clicked.

This pay-per-click model allows our law firm advertisers to have precise control over their client’s advertising budgets. It also allows our advertisers to optimize campaigns and allocate resources more efficiently, maximizing the impact of advertising efforts while minimizing wasteful spending.

Use PPC Ads With a New Family Law Website

PPC ads are a great way for new family law firms (or law firms with new websites) to jump ahead of the competition quickly and secure more future clients.

It can take months, sometimes a year, for SEO strategies to start paying off and generating organic traffic.

With PPC, newer websites with lower domain ratings and little to no content can appear at the top of a SERP and start reaching potential clients without the time and effort it took other lawyers to get there organically. 

You Can Control PPC Ads

With PPC, nothing is ever set in stone.

What we mean by that is there is always the ability to make changes to the content and tweak certain aspects when you identify areas for improvement.

When performance data suggests that changes may be beneficial for a PPC campaign, our family law advertisers can make those changes in real time, such as adjusting their bidding strategy or ad copy.

[If you choose to invest in search engine optimization services for your family law practice, our law firm marketing agency will ensure that your content marketing strategy includes fully-optimized landing pages for any specific practice area that your law firm is running ads for.]

For more marketing tips related to this, see our Google Quality Score post.

Use Data from Ad Campaigns to Improve SEO Strategies

If your PPC ads don’t generate clicks, there is no negative impact on your campaign. However, if they do generate clicks, you can use this valuable information to enhance your SEO efforts.


By analyzing the performance of your PPC ads, you can gain insights into things like keywords and preferences of your potential clients.

This knowledge can then be applied to optimize your SEO and content marketing strategies, as well as your social media and email marketing campaigns, improving your website’s visibility and rankings in organic search results.

Real Client Results
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In 24 months, we boosted ROI to 559.72% for our highest-performing law firm marketing client.
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Let's work together

Let us know how we can help you with your family law advertising.

Digital Logic's Approach to Content Marketing Services

When it comes to marketing campaigns, the content marketing team at Digital Logic knows what it takes to make an impression and meet business goals.

There are several elements that go into creating an effective content marketing strategy, including:

There is a lot more that goes into setting up Google Analytics for a family law attorney than just creating an account.

Once we’ve signed your family law firm up, we’ll need to:

  • Create a new property
  • Add the tracking code to your website
  • Verify the tracking code
  • Set up goals and conversions
  • Customize your reporting

For a full rundown on how to set up and use Google Analytics, visit our blog here: Google Analytics Tutorial


The keywords that your law firm targets with your PPC campaign depend on the type of family law cases you take or, rather, which ones you want to take.

For example, divorce lawyers in Cincinnati may want to target the keyword “Cincinnati divorce attorney.” Meanwhile, a family lawyer that wants to see an increase in child custody cases in their geographic area might want to target the keyword “child custody lawyer.” You get the idea.


Setting your ad parameters is an extremely important step when creating a PPC campaign for your law firm.

This includes choosing your campaign type, the geographic location and keywords/phrases you wish to target, choosing your ad format (text, video, image, etc.) and the days and times you want them to be displayed, and setting your marketing budget and bidding strategy. 


Now it’s time to create your campaign goals. We’ll include some examples of campaign goals below.

Lead Generation

Lead generation refers to the process of identifying and nurturing potential clients who exhibit an interest in your legal services.

It involves employing a variety of marketing and sales strategies to attract potential clients while also obtaining important contact information from them, including names, phone numbers, email addresses, and more. 

Brand Awareness

Brand awareness refers to the degree to which consumers are familiar with a specific brand name or logo.

Establishing brand awareness provides several advantages, including differentiation from competitors, enhanced customer loyalty, and heightened sales. It also plays an important role in cultivating consumer trust and credibility, as a potential client will tend to gravitate towards brands he or she is familiar with and has confidence in.

Offer Promotion

Offer promotion refers to the utilization of specials, discounts, and deals to persuade consumers to make a purchase. A limited-time offer, buy-one-get-one special, loyalty reward, free consultation, and estimates are all examples of offer promotions. 

For family law or divorce attorneys, offering a free consultation should be enough to persuade a potential client to speak with you.


The ultimate goal of PPC marketing for a family law practice is to get cases and clients.

Setting sales goals–or in this case, case acquisition goals–and keeping track of those that were specifically converted through PPC can give you straightforward insight into the success of your PPC campaign.  

Website Traffic

Website traffic is a key marketing metric that measures the number of distinct visitors to a website and their browsing patterns. It serves as an indicator of both brand awareness and the effectiveness of a family law firm’s marketing efforts.

An influx of website traffic signifies a successful PPC marketing strategy, while lower traffic levels may signify the need for campaign refinement and optimization. 


Next on the agenda is establishing a campaign type. If you’re looking to grow your law firm, some of the most popular options include search ads, display ads, Google local service ads, social media ads, and remarketing ads. 

Google Search Ads

Search ads are marked with a small “Sponsored” label and can be found at both the top and bottom of the search engine’s results page between the organic search results. 

Google Display Ads

Google Display Ads may appear in the form of banner, image, video, or text ads and can be found on websites and mobile applications that are a part of the Google Display Network.

Google Local Service Ads

Local Service Ads, also known as LSAs for short, allow local service providers (such as a family law firm, for example) to connect with prospective clients who search for their services within a certain geographic area. These ads can be found at the top of the SERP above both organic search results and the search ads we mentioned above.

Social Media Ads

As you might imagine, social media ads use social media accounts to promote content on social media sites, such as Facebook, Twitter, Instagram, LinkedIn, and TikTok.

Running ads on social media platforms can help improve your brand recognition. However, most social media platforms don’t provide the amount of data and analytics options that the Google Ads platform does.

Remarketing Ads

Remarketing or retargeting ads allow advertisers to target clients or customers who have already engaged with a website, social media profile, or advertisement. 

As a family law or divorce lawyer, we recommend that you heavily invest in remarketing ads, since most of the decisions that are made with respect to family law tend to be more drawn out than with other legal issues.


Data analysis is an important part of PPC advertising, as it allows marketers to gain valuable insights into campaign performance, user behavior, and conversion patterns.

By regularly analyzing campaign data, our advertisers can:

  • Identify trends
  • Optimize keywords
  • Adjust bidding strategies
  • Refine ad creatives
  • Make informed decisions
  • Maximize ad spend efficiency

With bid adjustments, we have the power to modify your bids for particular ad groups or keywords, taking into account different factors like device type, geographical location, and time of day.

By utilizing bid adjustments, we can optimize the allocation of ad spend for your family law firm, ensuring it is utilized effectively and efficiently.

For instance, you might consider raising your bid for mobile device users or individuals situated in a specific geographic area where your business is more popular. This approach enhances the probability of displaying your ad to the appropriate audience, ultimately boosting the likelihood of ad clicks and conversions.

Our law firm PPC management specialists will let you know which approach they believe is best.


In PPC marketing for family law practices, custom ad scheduling is a tool that allows advertisers to present their ads during specific timeframes of the day or week.

This feature effectively targets your audience precisely when they are most likely to seek your legal services. 

For instance, if your family law firm operates during specific hours, you can schedule your ads accordingly to maximize the impact of your ad spend. Or, let’s say that your law firm is running ads for child custody or child support, you’d most likely want to show your ads from 5 am-noon so that mothers will have a better chance of seeing them.

Moreover, custom ad scheduling helps ensure that your advertising budget is not wasted on clicks and impressions during periods of low audience engagement.


Split testing, or “A/B testing,” involves comparing and assessing the performance of multiple ad versions. Through split testing, you can make informed decisions based on data, allowing you to optimize your ad spend and achieve preferred outcomes.

By conducting split tests on various components of your ads, including images, ad copy, headlines, and calls to action, our expert marketers uncover valuable insights regarding what resonates most effectively with your target audience.

This information enables us to refine your ad strategy accordingly while identifying and eliminating underperforming ads, minimizing wasteful ad spend, and overall improving your return on investment (ROI).


We Provide Advertising Services to All Legal Niches

At Digital Logic, our team of marketing professionals has experience working with law firms of all kinds, no matter their practice area. From personal injury to criminal defense to family law and beyond, we know what it takes to create and implement a successful PPC strategy and put law firms on the map.

Take a look at some of the legal niches we work with:

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Get More Leads With An Award-Winning Family Law Advertising Agency

Executing a successful PPC campaign can be a challenging task for family law attorneys, but partnering with a reputable law firm marketing agency like Digital Logic can help simplify and streamline the process.

Our team of marketing experts is prepared to help you develop a customized PPC strategy that suits your law firm’s unique goals, helping you improve your ROI and ultimately obtain more clients. We have a solid client retention rate and a host of positive Google reviews from existing clients and even a few former clients.

If you have any other questions about marketing for family law or would like to speak to an expert about PPC marketing, reach out to our team at Digital Logic today.