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. These keywords will help you both for AdWords keyword research and SEO keyword research. 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! Below we will summarize the results our clients have seen using this keyword lists. If you are not driving calls and contact form submissions for around $30-$70 each then something is wrong and you should definitely contact us so we can help you. 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. Remember we may be able to offer you a 60 day risk-free trial of Google AdWords management!

  • 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

Below you can read how to write great text ads on AdWords, how to improve your website, call tracking, and results you can expect with AdWords.

Results You Can Expect with AdWords using these keywords

60 day free trial of AdWords PPC managementHere are the results we achieved in our first month working with an attorney in Florida. To be honest, these are the best results we have ever seen for any of our family law attorneys. The website is highly optimized to drive conversions which can play a big role in your cost per lead (abbreviated CPL below). The cost per lead (CPL) is the cost to receive one contact form submission or phone call. For more detailed information please visit our family law results page where we have  name some of our clients. You may also be interested in seeing our  personal injury attorney AdWords results page and bankruptcy attorney AdWords results page.

click to view on a smartphone-Child Custody Attorney AdWords Results

Most clients don’t like to target child support leads and all of the other clients below show results for just child custody and divorce. Here are the results for another client – one we have worked with for well over five years now.

click to view on a smartphone-Family Law AdWords Results

PPC management for divorce attorneys

And here are the results for a family law client  we started working with in the fall of 2016:

click to view on a smartphone-Divorce AdWords Results
Below we will continue with some more ideas about family law keywords. First you want to give you an opportunity to reach out to us for more information about our 60 day risk-free trial in case you don’t want to spend your valuable time setting up or improving an AdWords account.

Get Started Now With Your 60 Day Risk Free Trial of Google AdWords Management

Anti-spam measure. Please type the number 111 in the next box

back to discussing keywords….

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 will 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. (scroll down for more)

60 day free trial of AdWords PPC managementChild support cases  are search terms that most of our clients have requested  we avoid.  The reputation is most people who fight over child support don’t have a lot of money. However one of our  clients has decided to target those.  This client finds it easy to talk deadbeat dads into filing child custody cases.  The reason being is in that particular state  if you share custody you pay less child support.  It’s a brilliant strategy  which not only drives lower-cost leads, but it turns a straight child support case into a child custody case as well. And  it benefits society as a whole because instead of  a deadbeat dad you get a dad who actually participates in raising his kids.

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. Keep in mind broad match keywords can drive higher cost per lead keywords so be sure you are tracking contact form submissions and most especially calls.

Family Law Call Tracking Example

Call tracking is key for family law attorneys because, as a general rule, you will receive 3 calls for every contact form submission. This information will serve as a good comparison so that you can see if you are on the right track when you set up your campaign. For one of our  divorce attorney clients here is a summary of the calls they received in 1 week in the early 2017 when they spent $500 on AdWords (plus a management fee).  They also likely received several contact form submissions this week also. This particular client does have a lower cost per lead than our average family law client.  Please note 3 points below:

  1. Note the strong number of calls for only spending $500
  2. Notice that there are some repeat callers which is a good sign
  3. Look at the average call duration of five minutes. That’s a really good sign – obviously the higher the average call length the better the call quality.

click to view on a smartphone

You might also be interested in our AdWords bankruptcy results page (about $45-$55 per lead) or our personal injury results page (under $200 per lead).

We prefer CallRail.com for call tracking.

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

But wait… You’re not done yet! If you are using paid search then 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.

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.

Writing Text Ads

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 (including “30 Years Experience” in your ads is an effective and simple way to address this).
  • What YOU have to offer.
  • A call-to-action (CTA) like a free consultation.

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.

Setting Up Your Website For Success

Getting your keywords right is only half the battle. You need a great, modern looking website. Your site needs to look great (and convert well) on both mobile devices and a desktop/laptop. Here’s a great company we frequently work with who can design and maintain a site for your law firm: LegalWebDesign.com Alternatively, we may be able to provide a basic family law website at no charge for as long as you remain a client of Webrageous. This site has worked well for many of our clients. Contact us for details.

Here is what is essential for a website to convert well. By convert, we mean fill out your contact form, call you, or email you.

  1. You need a great looking website. It must look professional on a desktop/laptop and on a mobile device.
  2. Preferably you should have a contact form, ideally on every page of the site. And that form should bring users to a unique thank you page where you can install the AdWords conversion tracking code. You can also set that URL as a goal with Google Analytics to track your marketing success across different marketing channels.
  3. You want to push calls. This is essential for family law as our typical client receives 3x as many calls as contact form submissions. You’ll want your phone number at the top and bottom of your site on EVERY page of your site. When on a smart phone you should be able to click to call now.

Here are some mostly non-attorney websites that you should check out that do a great job of driving contact form submissions and calls:

This site – especially the home page –  Webrageous.com – view it on a smart phone and desktop

NorthDallasFamilyLaw.com – check it out on a smartphone. The site is dated but it does a great job of pushing calls and contact form submissions.

IdeaDesignStudios.com/home – view in on a smart phone and desktop. Obviously your law firm’s site will look different and you won’t want to push calls and contact forms quite the same way. It’s an exaggerated example of driving calls and form submissions.

Another helpful tip: with AdWords you may want to target only smart phones.

More Info About Driving Calls and Responding to Leads

It may be best to only have AdWords ads running during business hours so someone can answer calls. Do not have calls go to voicemail. A competent employee MUST answer most to all calls if you want to succeed. Have friends and family test the call experience if you don’t pick up your own calls (while you listen in). Get back to people quickly. Even if you get EVERYTHING else PERFECT (ads, keywords, landing page etc) you (or your employees) must still do a GREAT job answering the phone.

Getting the Most Out of Your Family Law AdWords Campaign

In conclusion, keywords are just the start of succeeding with online marketing. You also need a great website, and a great customer experience once people call.

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. Or visit our 60 day risk-free trial page for more information about this exciting offer.

PPC management for divorce attorneys


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