We have been managing Google AdWords campaigns for family law firms for more than 10 years.  During that time, we have gained a unique insight into the most popular keyword searches for family law attorneys.  These keywords will help you with both AdWords keyword research and SEO keyword research. We also have a lot of experience helping bankruptcy attorneys.

Choosing the right keywords is just the first step of managing a great Google AdWords campaign.  Our full service goes in depth to maximize your results.  Do you want to try it on your own?  You can get started with these top 10 family law keywords for one of our divorce attorney:


  • 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
  • plus over 100 more keywords we can setup if you hire us to manage your AdWords account!


Having the best keywords is only the beginning.  Our clients typically spend around $50-$125 in advertising per call or contact form submission.  If your results are not meeting this standard, give us a call at 855-945-1596 or schedule a call.

If you still not sure you need our service, keep reading to see the results we have delivered for some of our current clients.

Results You Can Expect with AdWords using these keywords

These are the results we achieved for a Florida attorney in our first month managing the account. We have additional references with detailed information available as well; contact us anytime to learn more. 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.


Most clients do not like to target child support leads.  The results below represent child custody and divorce advertising.

click to view on a smartphone-Family Law AdWords Results

PPC management for divorce attorneys

Here are some results for a family law client we have worked with since 2016:

click to view on a smartphone-Divorce AdWords Results
Here are some results for a family law client we have worked with since 2016:

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back to discussing keywords….

Building Out Your Divorce Attorney Keyword Catalog

The best keywords for a top divorce attorney can vary, depending on the clientele he or she markets to.  Here are a few top keywords for one of our family law clients:

  • divorce lawyers
  • family law attorney
  • {insert state name here} uncontested divorce

For the best results, include all variations of child custody, divorce, and separation.  Pair them with attorney, lawyer, and law firm.  If you want to get local, add city and state names for the areas you target.

In general, father’s rights keywords are less expensive, but do not typically generate good results.  If you choose to pursue this market, create keyword iterations of father’s rights terms paired with attorney, lawyer, and law firm.

Most of our clients avoid advertising with child support keywords.  However, we have seen success with a client helping dads file child custody cases.  This unorthodox strategy works because of child support laws in a particular state.  One upshot is the benefit to society; many so-called a “deadbeat dads” are now actively participating in raising their 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.  Remember that broad match keywords can drive higher cost per lead.  Be sure to track calls and contact form submissions to make sure you are getting the impact you want.

Family Law Call Tracking Example

Call tracking is crucial for family law attorneys.  As a rule, you should expect to receive three calls for every contact form submission.  Below, is a summary of the calls received by one of our divorce attorney clients in 1 week.  The client spent $500 on AdWords.  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, there’s more! …  You are not done yet!  You need a negative keyword list to keep your ads from appearing where they are not helping you.  A negative keyword list is a list of search terms you do not want your ad to appear with.  For example, if you are showing ads for the broad and/or phrase match keyword Chicago divorce attorney, you will show up for pro bono Chicago divorce attorneyChicago divorce attorney jobs, and cheapest Chicago divorce attorney.  By adding pro bonocheap, and cheapest as broad match campaign negatives, you can eliminate your ad from searches that will likely deplete your budget, not lead to a paying client.

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.  Does this sound like a lot of work?

If you would rather spend your valuable time working with your clients instead of struggling to make sense of the intricacies of Google AdWords, we can help.

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 the worthwhile traffic you are 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.  The two themes that dominate the search queries for divorce attorneys are attorney location and attorney type.

Attorney Location Related Keywords

When searching for a divorce lawyer, many of your potential clients want an attorney in their area.  Location related search terms also help qualify divorce leads, ensuring that your AdWords campaigns are driving leads in the areas you cover.  Depending on the size of the area you practice in, you may want to target county and neighborhood divorce or custody keywords, as well as city and state.


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 likely specialize in specific aspects of divorce or family law, such as child custody or uncontested divorce.  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 specialty helps them to find an attorney who can meet their needs and is likely to win their case.

Writing Text Ads

Your clients care the most about your experience and skills as a divorce lawyer.  Communicating  this experience in your ad copy is a crucial skill.  Every ad should include these four elements:

  • Your Unique Ability to Solve Their Problem.
  • 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.

Setting Up Your Website For Success

Getting your keywords right is only half the battle.  Your website needs to convert your traffic into leads.  If you want your site to generate leads for you, you need to address three areas:

  1. You need a great looking website It must look professional and function well on computers and mobile devices.
  2. You should have a contact form Put a link to your contact on every page of the site.  Once they complete the form, direct 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 Our typical client receives 3 leads as phone calls for every contact form submission.  Be sure that your phone number is prominently displayed at the top and bottom of every page of your site.  Include a “Call Now” link for smartphone users.

Here is a non-attorney website 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

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

More Info About Driving Calls and Responding to Leads


You should never allow calls go to voicemail.  If you want to succeed, a competent employee should answer all calls.  You should limit your AdWords ads to run only during business hours, when someone is available to answer calls.  The employee who answers your phone calls is your

Keywords are just the start of succeeding with online marketing.  You also need the right ad content, a great website, and competent employees to deliver a good customer experience.  If you are ready to see how we can save you the trouble of coming up with a comprehensive family law keyword list, designing great ads, carefully tailoring your campaign settings, building your negative keyword lists, and managing your day-to-day PPC campaign, please contact us through the form below or call us at 855-945-1596.


If you want to learn more, watch our customer testimonial and results videos below  or call us now at 855-945-1596. You can also schedule a call.


PPC management for divorce attorneys


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