The Most Popular Keyword Searches for Divorce Attorneys

Over the course of the 10 years we’ve been managing Google AdWords campaigns for family law firms, we have gained a unique insight into the most popular keyword searches for family law attorneys. Since so much more goes into managing a great Google AdWords campaign than just the keywords, we don’t mind sharing this bit of secret sauce! Here are the top 10 family law keywords for one of our divorce attorney clients based on a 30-day period in the spring of 2016.

  • divorce lawyer
  • child custody lawyer
  • divorce attorney
  • custody lawyers
  • {state} fathers rights
  • {city} divorces
  • how to get a divorce {state}
  • fathers rights
  • local divorce attorney
  • child custody attorney

Building Out Your Divorce Attorney Keyword Catalog

You must keep in mind – top divorce attorney keywords vary from client to client. Top keywords for one of our other family law clients include:

  • divorce lawyers
  • family law attorney
  • {state} uncontested divorce

When building your family law keyword list, I would include all variations of child custody, divorce, custody in general, and possibly separation paired with attorney, lawyer, and law firm. I would then pair all of those keyword iterations with city and state names for the areas the firm targets.

Father’s rights keywords are generally cheaper, but beware, they may drive slightly lower lead quality. As with the search terms above, create keyword iterations of father’s rights terms paired with attorney, lawyer, and law firm.

Once you build out your complete keyword list, add all of the available keyword match types: broad, modified broad, phrase, and exact to your Google AdWords campaign.

Starting with Right Family Law Keywords Is Just the 1st Step

But wait… You’re not done yet! You still need to brainstorm an extensive negative keyword list to avoid showing ads for unrelated searches. Let’s say you are showing ads for the broad and/or phrase match keyword Chicago divorce attorney. That means you will show up for pro bono Chicago divorce attorney, Chicago divorce attorney jobs, and cheapest Chicago divorce attorney. By adding pro bono, job, jobs, employment, cheap, and cheapest as broad match campaign negatives you will be on your way to eliminating searches that won’t lead to a paying client but just deplete your budget!

Plus you need to optimize your landing page to obtain the maximum possible conversion rate. As well as write great text ads, which speak to potential clients.

After you’ve created the perfect Google AdWords pay per click campaign you need to measure your results, monitor which keywords drive calls and form completions, and continue to make changes to improve performance.

If this sounds like a lot of work, it is! Would you rather spend your valuable time working with new divorce clients instead of struggling to make sense of the intricacies of Google AdWords? Take a look at our experience managing paid search for family law firms and see the results we have delivered for our clients. We’re so confident we can improve your family law Google AdWords campaign performance we even offer a 60-day risk-free trial!

If you want to manage pay per click search yourself, or do an audit of your agency, continue reading.

Pinpointing the Right Keywords for Your Pay per Click Campaign

The family law keyword iterations listed above should be able to get you about 90% of traffic that is worthwhile targeting without driving yourself crazy creating a monstrous pay per click campaign, too unwieldy for the do-it-yourselfer.

If you want to take your campaign to the next level and discover more family law keywords, here are some ideas to explore.

Two themes are likely to dominate the search queries for divorce attorneys: attorney location and attorney type.

Attorney Location Related Keywords

When searching for a divorce lawyer, many of your potential clients are going to search for an attorney in their area. First, finding a local divorce attorney is simply a matter of convenience. Second, as you’re aware, laws vary from state to state.

Location related search terms also help qualify divorce leads, ensuring AdWords campaigns are driving leads in areas law firms practice in.

Depending on the size of the area you practice in, you may want to consider targeting county and neighborhood divorce or custody keywords, as well as city and state.

Attorney Type Related Keywords

As a divorce attorney you’re likely to focus or specialize in a specific aspect of divorce law, or family law, such as child custody or uncontested divorce. Or perhaps specific case types bring your law firm more revenue, or are simply preferred. Using keywords related to the kind of law you practice will help drive the kind of leads you want.

From a potential client’s perspective searching for a specific type of attorney will help them to find an attorney who can meet their needs and is likely to win their case.

What About Experience?

Your experience and skills as a divorce lawyer are what truly matter, right? Yes! This is where writing great text ad copy comes in. In less than 100 characters you must communicate the following to a potential client in your ad copy:

  • Your ability to solve their problem, or better yet, stop their worst fears from coming true.
  • Your experience.
  • What YOU have to offer.
  • A call-to-action (CTA).

We also recommend taking advantage of the many Ad Extensions Google AdWords offers. These will allow you to add supporting copy, such as firm reviews, links to client testimonials, and practice areas, to your ads.

Getting the Most Out of Your Family Law AdWords Campaign

In conclusion, focus on location, quality, and type themed keywords when optimizing the keywords for your pay per click search network campaign as a divorce attorney. They are the three main areas of interest for the majority of potential divorce clients. By doing so you will be using your online advertising budget to the best of your ability.

Here is an example of what your results should look like when you build an AdWords campaign based on these keyword recommendations. The results below are from 2015/2016, for a family law AdWords account with a $2,000 monthly budget. Not all calls are tracked in this example, when we performed an analysis of calls verses contact form submissions a few years ago we found on average there are three calls for every contact form submission for divorce attorneys.

If you apply that formula to these results below you would see a cost-per-lead of around $70. In our experience the cost to retain one family law client is about $1000 including click charges and management fees for the clients we work with.


If you would like to see how we can save you the trouble of not just coming up with a comprehensive family law keyword list, but great ads, carefully tailored campaign settings, extensive negative keyword lists, and day-to-day PPC campaign management, please complete the form below or call us at 800-645-9521.

We also encourage you to watch both the testimonial and results videos below!