You know how busy it gets. Phones ringing, court dates stacking up, paperwork everywhere. When you are running a criminal defense practice, marketing often feels like one more thing you cannot fit into your day.
That is why Google Ads for criminal lawyers matters. It connects you with people who are actively searching for your help, right when they need it most.
In this guide, you will find practical, clear steps to set up ad campaigns that work. We will cover picking smart keywords, creating strong landing pages, and making sure your ad spend turns into real cases.
Let’s jump in.
Related: We've worked with clients in the extremely competitive and fast paced Google Ads for Personal Injury Lawyers and Google Ads for Family Law where keyword selection can massively help you tap into the right customers.
Setting Up a Google Ad Campaign That Actually Brings Clients
Did you know over 90% of legal clients search online before calling a lawyer?
(Clio Legal Trends Report)
That means if your firm is not showing up in search results, you are missing out on clients who are ready to act.
So, what is Google Ads?
Google Ads is Google's advertising platform that lets you pay to appear at the top of search results when someone searches for terms like “criminal lawyer near me” or “DUI attorney fast.” You only pay when someone clicks your ad, making it a smart way to connect with people who are actively searching for your help.
To get started, you need to create a Google Ads account, choose a campaign type like Search Ads or Local Services Ads, and begin targeting the right search terms.
In this section, I will help you set up your first Google ad campaign the right way so you do not waste your ad spend or miss out on potential clients.
Create a Google Ads Account
You will need a Gmail address and a billing method to begin. Visit ads.google.com, click "Start now," and follow the prompts. If you see an option for "Expert Mode," choose it because it gives you much more control over your campaigns.
(This part might sound technical, but setting it up correctly makes a big difference later.)
Choose Your Campaign Type
Most criminal defense firms should start with Search Ads. These text-based ads show at the top of the search engine results pages when someone types urgent queries.
Local Services Ads are also helpful because they show your photo, reviews, and a “Google Screened” badge that builds trust, but Search Ads offer more customization when you are starting out.
If you are not sure which to pick first, Search Ads usually deliver results faster for small law firms.
Set a Budget You Control
One big fear with online advertising is blowing through money without knowing if it is working. Good news: you control exactly what you spend.
Start small, around $25 to $50 per day, and monitor your results. You will adjust over time. Google will not spend more than your daily cap, so your ad spend stays predictable.
Choose the Right Location
Your ads do not need to reach your whole state. Focus on people who can realistically hire you.
Target by city, county, or a specific radius around your office.
(Tip: tighter targeting usually results in a better click-through rate and higher-quality leads.)
Pick the Right Goal
When you create your campaign, Google will ask what you want to achieve. Choose “Get More Calls” instead of just website visits or form fills.
This matches what a criminal defense attorney really needs: urgent leads ready to talk today.
Connecting your business phone number lets you track which calls come from your ads automatically.
Now that you have your first campaign live and pointed in the right direction, it is time to fine-tune things even further.
In the next section, I will show you how to create smart ad groups, write effective ad copy, and build a landing page that convinces potential clients to call you.
Building Ad Groups, Writing Ad Copy, and Crafting Landing Pages That Work
Have you ever clicked an ad, landed on a messy website, and instantly hit "back"?
Your potential clients do the same thing if your ads or landing pages miss the mark.
If you want your Google Ads for criminal lawyers to drive real results, you need three things working together:
- Smart ad groups
- Strong, clear ad copy
- A focused landing page that convinces people to pick up the phone
Let’s break it down.
Create Smart, Focused Ad Groups
Think of ad groups like folders. Each group should focus on one specific type of case, like DUIs, assault charges, or drug possession.
If you lump every kind of case together, your ads lose impact.
- Build one ad group per charge type (for example, one for "DUI lawyer," another for "assault defense lawyer").
- Choose specific keywords for each ad group to stay tightly focused.
- Keep your keyword list short and sharp. (I know it feels tempting to cover everything at once, but focus wins.)
Separating your services into ad groups helps your ads match what the client is searching for.
It also makes your campaign more relevant and can lower your cost per click over time.
Write Ad Copy That Sounds Like You
If your ad sounds robotic, desperate, or packed with big promises, people will not trust it.
Write the way you would talk to a worried client on the phone:
- Use clear headlines like "Facing DUI Charges? Call for a Free Consultation."
- Mention a free consultation if you offer one. (It eases the fear of the first call.)
- Keep ad copy short and focused on action. A few strong words work better than a paragraph.
Helpful tip: Talk about what the client wants, like fast help, strong defense, and someone who understands. Focus on those needs instead of just promoting your services.
Also, remember to add ad extensions like site links, callouts, and phone buttons. These make your ads bigger and easier to click without raising your cost.
Build a Landing Page That Converts
Once someone clicks your ad, your landing page must make them feel confident they are in the right place.
Focus on these essentials:
- Clear headline that matches the ad.
- Strong call-to-action like "Schedule Your Free Consultation Today."
- Testimonials, badges, or short videos showing trust and experience.
- Easy ways to contact you: phone button, form, or live chat.
(Quick note: Make sure the page loads fast. Slow websites lose visitors before you even have a chance to connect.)
A strong landing page bridges the gap between their search and your service. It makes it simple for them to reach you.
Now that you have the foundation with smart ad groups, real-world ad copy, and a landing page built to convert, it is time to take it further.
Next, I will show you how to optimize your Google Ads campaigns to get better results each week.
Optimizing Your Google Ads Campaign Without Losing Your Mind
Launching a campaign is just the beginning. The real wins come when you tweak and improve it.
Think of it like trial prep. You would never walk into court without reviewing evidence and adjusting your argument. Your ads need that same level of attention.
In this section, I will show you how to watch your campaign's performance, adjust smartly, and turn good ads into great ones.
Focus on What Really Matters
It is easy to get distracted by flashy numbers like "impressions" or "clicks." But what matters most is conversions: phone calls, form submissions, and real client contacts.
- Track how many people call you directly from your ads.
- Look at conversion rates, not just click-through rates. (Many clicks do not always mean better business.)
- Set up call tracking through your Google Ads account to know which ads bring you actual clients.
(From my experience helping a criminal defense law firm in Miami, we increased their monthly intake by 35% just by focusing only on ads that generated phone calls. We ignored everything else, and it made all the difference.)
Here is a chart that shows how conversion matters:
Use Negative Keywords to Block Wasted Clicks
Not every searcher is your ideal client. Some are looking for public defenders or free services. You do not want to pay for those clicks.
- Add negative keywords like "public defender," "free lawyer," or "cheap attorney."
- Regularly update your negative keyword list as you spot unhelpful search terms in your report.
Blocking bad traffic saves money and keeps your ad spend focused on serious prospects.
(Small changes like this can stretch your budget much further.)
Test and Adjust Smartly
Improvement comes from small, thoughtful changes, not constant overhauls.
- Try A/B testing two different ad headlines to see which one gets more calls.
- Test changing your call-to-action button on your landing page (like "Get Help Now" versus "Schedule Free Consultation").
- Adjust one thing at a time so you know what caused any change.
Patience matters here. Real progress is made by measuring, adjusting, and learning step by step.
You are getting closer to building a steady flow of clients from your ads. In the next section, I will show you some advanced strategies that criminal defense lawyers use to stretch their ad dollars even further.
Advanced Google Ads Strategies for Criminal Lawyers
Running basic ads gets you started, but running smart ads sets you apart.
Once your campaigns are live, it is time to sharpen your targeting and grow your results without doubling your budget.
In this section, I will walk you through simple but powerful ways to make your ads even more effective.
Sharpen Your Targeting to Save Money
Not every online searcher is a good fit for your firm. Smart targeting helps you focus your ad spend where it matters most.
- Geo-targeting: Focus your ads on specific cities, counties, or even ZIP codes. (I once worked with a small criminal defense practice that doubled their calls just by shrinking their ad radius to a few high-traffic neighborhoods.)
- Device targeting: Criminal law searches happen fast and often from phones. Target mobile users first.
- Use long tail keywords: Phrases like "first time DUI lawyer Austin" bring in better leads than broad terms like "lawyer."
(Tip: Specific keywords show strong user intent and usually cost less per click.)
If you want expert help setting up smarter campaigns with the right targeting, check out our Google Ads Services.
Retarget Website Visitors (Without Being Annoying)
Many potential clients will visit your site once, then leave without calling. That does not mean they are lost.
- Use remarketing ads to gently remind past visitors about your firm.
- Limit ad frequency so you stay on their mind without being pushy.
- Highlight a different offer like "Free Case Review" or "24/7 Criminal Defense Help" to bring them back.
Retargeting works best when you balance visibility with trust.
Combine Google Ads With Your Full Growth Strategy
Google Ads works best when it is part of a bigger marketing plan.
- Keep building strong reviews online. They increase your landing page trust.
- Optimize your law firm website for mobile users and fast load times.
- Invest in search engine optimization (SEO) so you also rank in organic search results over time.
Helpful reminder: Paid ads deliver fast leads. SEO builds lasting authority. The best firms use both.
A balanced marketing effort makes your ads more powerful and keeps new cases coming in from multiple channels.
Now that you know how to fine-tune your campaigns and stretch your ad spend smarter, let’s wrap it up by talking about compliance and ethics. You must make sure your ads follow the rules so you protect your reputation and your license.
Staying Compliant: Ethics and Google Ads for Criminal Lawyers
A strong ad is good. A compliant ad keeps you out of trouble.
Advertising is powerful, but for criminal defense lawyers, it is also full of rules you cannot afford to ignore.
In this section, I will show you how to stay compliant with your Google Ads while still attracting real clients.
Know Your State Bar Rules First
Before you even write an ad, review your state’s advertising guidelines.
- Never guarantee outcomes. Phrases like "guaranteed acquittal" can lead to serious penalties.
- Stick with honest, ethical claims like "Aggressive Criminal Defense" or "Protecting Your Rights."
- Check your local rules every year. (State bars update digital advertising standards more often than many lawyers realize.)
Honesty keeps you compliant and builds client trust faster than flashy promises.
Write Ads That Pass Google's Rules Too
Google has strict standards for legal advertising. They require:
- Accurate claims. You cannot imply affiliation with Google or any other service unless you have it.
- Clear identification. Include your firm’s real name and location in your ads or landing pages.
- No misleading tactics. Ads that trick users get disapproved quickly and can suspend your account.
Quick reminder: An ad that is taken down does not just waste money. It also damages your online reputation.
Make Your Landing Pages Transparent
Your landing page matters just as much as your ad.
- List full contact details including firm name, phone number, and address.
- Include clear disclaimers if needed, especially for things like "results may vary."
- Show your real qualifications, such as licenses, awards, and certifications, to back up your experience.
Keeping your site transparent reassures Google, satisfies ethics boards, and makes you look professional at a glance.
Now that your ads are legally sound and client-ready, let’s tackle one more critical part:
Answering the most common questions lawyers ask about running Google Ads successfully.
Frequently Asked Questions About Google Ads for Criminal Lawyers
When you start looking into online advertising, it is normal to have a lot of questions. You might wonder if Google Ads really work, how much you need to spend, or what types of ads actually bring in clients.
I have helped dozens of lawyers grow their firms using smart, realistic strategies, so let’s go through some of the biggest questions together.
Do Google Ads work for lawyers?
Yes, Google Ads absolutely work for lawyers, including criminal defense attorneys. The key is setting them up properly.
When you use specific keywords, create strong landing pages, and manage your ad spend carefully, you can attract clients who are actively looking for legal help.
I have seen solo lawyers triple their caseloads within a few months by using targeted, local campaigns that focused on search intent instead of broad advertising. (If you are tired of hoping for referrals to come through, Google Ads puts you in control.)
Is $100 enough for Google Ads?
$100 can be enough to start learning, but it is not enough to run a full campaign that brings in steady clients.
Think of it like handing out business cards for one day and hoping that alone fills your calendar.
If you are serious about using Google advertising to grow your firm, plan to invest around $25 to $50 per day to gather meaningful data, test your ads, and start seeing real results.
(Starting with a small, smart budget lets you control costs while you figure out what works best.)
What is the best advertisement for a lawyer?
The best advertisement for a lawyer is the one that connects with the right person at the right moment.
For criminal defense lawyers, a great ad is:
- Simple and urgent (example: "Arrested? Get Legal Help Now.")
- Directly matched to a strong, trustworthy landing page.
- Targeted locally so you reach clients who can actually hire you.
When your google ad campaign feels natural, honest, and solves the searcher's problem immediately, it wins.
I always tell lawyers: speak like you do when a client calls you panicked at midnight. Keep it real, keep it helpful, and you will see results.
Ready to Grow Your Criminal Defense Practice with Google Ads?
You already know how hard it is to be everywhere at once. Between court appearances, urgent calls, and endless paperwork, adding marketing to your plate can feel impossible.
That is why smart Google Ads strategies are such a powerful tool.
They connect you directly with clients who are actively searching for legal help, without relying on chance or referrals.
If you are ready to bring in more potential clients consistently, it is time to put your plan into action.
Start simple: set up focused campaigns, track real results, and keep improving a little at a time.
When you are ready for expert help setting up campaigns, improving your landing pages, or scaling your results, please get in touch with our helpful team .We have helped firms like yours grow stronger and smarter with online marketing that actually works.
You have everything you need to get started. Now, let’s make it happen.
