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All You Need to Know about Google Quality Score for Law Firms

Nanato Media

Pay Per Click is one of the best investments your Law Firm can make, yielding immediate results, and excellent ROI. Did you know that Google attributes a Quality Score to your Ads, determining your Cost Per Click (CPC) and potentially Ad ranking?  

The world of Search Engine Marketing for Law Firms is complex and competitive, with many Attorneys understanding its value and investing in Google Ads. There are numerous components for a successful bilingual PPC strategy for a Law Firm, including the use of landing pages, Call To Action Tracking, intake optimization, and focusing on the right demographics (spoiler alert, Hispanics). But before converting your invested dollars into calls, form submissions, and eventually signed clients, you have to set up your campaigns effectively and accurately. You are starting with keyword research for your law firm’s practice areas and locations, moving to your negative keywords list, your ad copies, and up to your CPC bidding (among other parameters). Based on several factors, Google attributes a Quality Score to every ad. Based on that, it will have higher chances to rank better with a potentially lower CPC. In this article, we’ll dive into Quality Score, we’ll explore its meaning and value, and we’ll give you actionable tips on how to improve it for your Law Firm’s PPC.

  • What do we mean by Quality Score?

Google Quality Score is the mix of your keywords accuracy, your ad copy, and your destination URL relevancy, combined with the overall user experience when a searcher clicks on your ad and lands on your page, and your account’s historical data and performance. We don’t know exactly how much each of these factors weighs, that’s one of the well-kept Google-secrets, but to maximize your ad’s performance and optimize your CPC, you have to aim for the best possible Quality Score.  

  • Why does Quality Score matter for your Law Firm’s PPC?

Based on our and other experts’ experience, it is safe to say that Quality Score is immediately related to Google Ads campaigns’ success, not just for law firms but also for any business and vertical. As you already know by the definition we gave to Quality Score; Google considers your ad relevancy and the user experience, which matters the most for the search engine. Based on that, it’s more than safe to assume that Google will prioritize and favorite these ads that have better CTRs, and are generally preferred by searchers. All these will eventually lead to an improved CPC for your Law Firm’s PPC campaigns and will maximize your ROI.

  • How can you improve your Quality Score?
  1. Conduct keyword research and invest in what matters for your Law Firm. It all starts with what you’re targeting. To be able to deliver relevant ads, you’ll need to understand your audience and your keywords. If you go too broad, you won’t be able to attract the searchers’ attention; you’ll offer a poor experience. Google will not attribute a high-Quality score to your ads, and you’ll end up paying top dollar for very limited to absent conversions. Remember to create your negative keywords lists. 
  2. Once you’re done with your research, organize your keywords in ad groups to further enhance their performance and relevancy. Pay attention to your keyword match types, and select according to your goals and competition.
  3. Your next step is your ad copies. You need to be extra careful when preparing them as they have to match the query. That doesn’t only apply for English keywords, but it’s of added importance for your Law Firm’s ads in Spanish. Let’s look at some examples. If you are a PI attorney and want to show ads for car accidents, your ad copies should target this specific case and not give just general information. The same applies to other practice areas. For example, an Immigration attorney who wants DACA cases should have relevant and highly specific ad copies, and a bankruptcy attorney for chapter 13 should do the same. Let’s move to Spanish PPC now. First, the most significant DONT. Never show ads for Spanish queries in English. Latinx who search in Spanish will be disconnected, and you’ll lose a prospective client. And now, to the DOs for Hispanics, transcreate your ad copies and not just translate them; that way, you’ll ensure that your message is clear, to the point, and answers to the specific search query.  
  4. Your landing pages should reflect the search query of the click. If we look back at the examples, we reviewed for ad copies. Your landing pages should be customized for conversion and maximum relevancy to the query. Again, remember to transcreate your content for Hispanic audiences.
  5. Historical account data. As your account matures, your ads will perform better. Why? Because Google understands your content, your goals, and if you offer what the searcher is looking for, it will prioritize your ads. After all, their goal is to satisfy the searcher. That’s one of the main reasons why PPC experts insist on giving your Ads time to run before proceeding to any concussions.

Tip: Your landing pages should load fast and offer your most desired conversion methods (phone, forms, chat). Additionally, tracking your CTAs can give you the upper hand, keeping you alert of missed chances and employees’ performance.

To sump up with, we don’t know the exact formula for Quality Score, but if you follow the tips we presented above, you’ve got the best chances to maximize it and get your Law Firm to rank at the highest spots of Google ads while you maximize your ROI with bilingual PPC.


Time for our key takeaways:

  • Quality score is all about relevancy and user experience. The closer you go to perfect, the better you’ll perform. 
  • Keywords, ad copies, landing pages, and historical account performance are the key contributing factors.
  • The higher your quality score is, the lower your CPC, and the better your ad rank.
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