Top Keywords Used to Drive Traffic & Leads for Law Firms & Legal Services

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Time to kickstart your Google Ads campaign with the most important part- effective and detailed keyword research. Whether you are a successful legal services company or a small firm that just started yesterday, it is vital that you find the most relevant and highly searched keywords for your Google advertisements.

People are searching for related products and offerings every day, so the goal is to have your ad ranked at the very top of Google’s search results and we are here to help you get there!

Below you will find the industry keywords that have the highest monthly search volume. By targeting these keywords that are searched the most, you have an opportunity to serve your ads to many users who are actively searching about your industry on Google.

Top Keyword	Monthly Searches
lawyer	368,000
attorney	201,000
legal aid	135,000
immigration lawyer	90,500
lawyers near me	74,000
employment law	60,500
divorce lawyer	60,500
family law	60,500
criminal law	60,500
civil law	49,500
personal injury lawyer	49,500
divorce lawyers	40,500
free legal advice	40,500
business law	40,500
law firm	33,100
legal advice	33,100
divorce attorney	33,100
contract law	33,100
corporate law	33,100
international law	33,100
family law attorney	27,100
real estate attorney	27,100
real estate lawyer	27,100
law firms	22,200
attorney at law	22,200
law office	22,200
attorneys near me	22,200
injury lawyer	22,200
personal injury attorney	22,200
copyright law	22,200
types of lawyers	22,200
legal counsel	22,200
divorce attorney near me	18,100
pro bono lawyers	18,100
property law	18,100
legal aid society	18,100
legal services	14,800
legal assistant	14,800
law firms near me	14,800
real estate attorney near me	14,800
criminal defense attorney	14,800
immigration attorney	14,800
medical malpractice lawyers	14,800
law offices near me	14,800
family lawyer near me	14,800
find a lawyer	12,100
malpractice lawyer	12,100
defense attorney	12,100
law careers	12,100
free lawyer consultation	9,900
free legal aid	9,900
malpractice attorney	9,900
legal aid online	9,900
ask a lawyer	8,100
wrongful termination lawyer	8,100
family law attorney near me	8,100
criminal attorney	8,100

The legal services keywords with the highest search volume are “lawyer”, “attorney”, and “legal aid”, which are searched between 135,000 and 368,000 times monthly. These specific keywords and variations of these keywords should be included in your Google Ads campaign to generate the most traffic and visibility of your ads. Other top keywords include “law firms near me” and “free lawyer consultation”. Since users are searching on these terms, it makes sense to structure your ads and landing pages to target their search queries.

It is important to not only bid on these top keywords, but to include them in your Google Ads copy as well. When you include the keywords that you are bidding on in your ad copy, you are more likely to attain a favorable Quality Score. Google’s Quality Score is a ranking system that determines the best ads to show with each search. Ads with a strong Quality Score will be shown more often, in higher positions, and at a lower cost. Including the keywords you bid on in your landing pages, as well as your ad copy, will also help to increase your Quality Score. By focusing on these top keywords in your industry, and including them in your bidding, ad copy, and landing page strategies, you will have a strong foundation for a successful Ads campaign.

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