A primary concern of many law firms today is keeping the phone ringing and an effective legal focused PPC campaign can make that happen. With directory sites taking up organic results and map results shrinking, it can be difficult to know what to do. Many firms reach out to agencies that have limited or stale ideas that do not produce quality leads. A solution that few attorneys are utilizing is creating effective call only ad campaigns. PPC for law firms can be effective if managed properly but without proper management, things can get out of control quickly.

Call only ads consistently generate high-quality leads at a lower cost than display or text-only ads. As Google continues to make changes to their platform, there will be more opportunities to take advantage of new ad types, extensions, and other tools that can help your firm develop quality leads at a lower price point. It is essential to work with an agency that is investing the time and effort into staying on top of these changes, or you will likely be lumped into the same campaigns that produce lower than average results for your firm.

Below is an overview of how call only campaigns work but if you would like to talk to one of our PPC experts today, schedule an appointment and we will review your campaigns and let you know what we can do to help your firm improve lead flow and the quality of the leads.

Understanding the Searcher

To properly use call only ads for law firms doing PPC, you first need to understand the mind of the person searching. First, determine what the searcher is trying to find or solve. Consider:

  • Is the searcher’s issue immediate?
  • Are they likely using a mobile device?
  • Are they likely to talk to someone before they buy?

If the answer to all three of these questions is “yes,” then call only ads are appropriate for the searcher. This type of ads will provide immediate contact and quick answers to the users’ questions.

Is Your Law Firm Ready To Create An Effective Call Only Ad Campaign?

Once you determine that your industry is a good fit for call only ads, you need to prepare your business for them. To set up systems to handle call just ads, you’ll need the following:

1. Call tracking for call recording
2. Trained staff

First, you will want to set up call recording through tracking systems so you can analyze the actual calls that come in. Secondly, you’ll want to have a set of staff who know how to manage a call seeking information from your business.

Test your call systems by having a friend call your business. You should listen to the call on the speaker phone while your staff navigates the interaction. Assess the experience that the caller receives. How long did it take your team to answer the phone? Was your staff friendly and knowledgeable? Was your caller put on hold? The tighter the experience, the more likely you’ll score the lead.

A lack of preparedness of existing staff is a primary reason that call only campaigns are not successful. It’s important to prepare your team with training and practice before your call only ad campaign launches.

Building a Solid Call Only Ad Campaign

Understanding that call only ads is a good option for you is the first step. Next, you need to create call only ads that are successful. This process requires an artistic hand.

Understand Your Market

The first step in setting up a successful call only ad campaign is understanding your market. You should perform some searches using your phone to discover competitors and ads for your top keywords. Assess the ads that come up, evaluating:

  • Whether they answer the search intent.
  • Whether they are text ads or call only ads.
  • Whether they’re running promotions.
  • Whether they are local businesses.
  • What is the price point of the ads that show up?

These considerations can help you develop a solid foundation for a call only ad campaign. The goal is to create an ad that encourages the person searching to press call. You have to prove that you’re worth their click.

Choose the Right Keywords

The next step is to evaluate the keywords you’re using in your call only ad campaigns. You can use the previous questions that were presented to establish intent behind your keywords. You want the intent of the searcher to match your goals so that you’re getting successful calls.

Additionally, there is a range of keyword modifiers that make you more likely to get calls, including:

“near me”
City or locale names

In addition to doing research into which keywords to use, you should also include these simple modifiers. It’s likely that they can boost your calls.

Create Dynamic Ad Copy

For call only ads, the copy you present in your ad is like a landing page. To be successful, you’ll want to create a dynamic ad copy. You have to convince the person who is searching that your ad is worth the click and call.

A few questions to consider when writing your ad copy:

  • How much does the service cost?
  • Does the copy sound trustworthy?
  • Is the business close to the searcher?
  • Who will the searcher be calling?

Effective call only ads will answer these questions in their copy. Direct answers are not necessarily required. For example, the ad might say, “free consultation,” or “best price in the city.” These answer questions about service cost. Addressing the primary concerns of the searcher are key.

Make Sure You Listen to Your Calls

Most importantly, successful call only ads require effective interaction with the caller. You should evaluate your approach to Google Ads and get feedback from the customer. By using call tracking and recording, you can listen to the calls and customer concerns.

The information you obtain by listening to your calls can be used in creating compelling ad copy. When callers express concerns or want, that can be directly translated into ad copy targeting those needs. Compelling ad copy can increase conversion rates.

Furthermore, you can also use call information to extrapolate search terms and keywords in your call only ads. The better your keywords and copy, the more clicks you will get.

Creating Effective Call Only Ad Campaigns

Lastly, instead of focusing only on data, advertisers should also consider context. You need to know how searchers are using terms and what they are looking for. Establishing the intent of the user is key.


  • Are calls valuable to your industry?
  • What is the immediate need of the person searching?
  • What are the competitors doing?
  • What are the expectations of the person searching?
  • Does ad copy answer the questions of the user?
  • What would prompt someone to call?

By using these questions to create effective call only ads, you can develop an effective local search campaign that will result in your phones ringing off the hook.