Setting Clear Objectives
Before launching your campaign, be clear on what success looks like. Don't chase website visits — that's a vanity metric that says nothing about lead quality. Your goals should be:
- Phone calls from prospects who genuinely need your expertise
- Lead forms filled out by clients who already trust you're the right fit
- Meaningful conversations that turn into consultations and new cases
When you're clear on objectives, you can focus on the KPIs that matter, spend smarter by doubling down on what generates real business, and optimise for conversions by identifying exactly where leads drop off.
Campaign Structure for Divorce Lawyers
Why Poorly Structured Campaigns Cost You Money
A messy campaign structure is one of the biggest pitfalls we see law firms fall into. When your keywords aren't clearly grouped, you're paying for people who aren't looking for your specific services. Your CPC goes up, conversion rates drop, and you're left with spammy leads.
Step 1: Separate Campaigns by Case Type and Value
At campaign level, group ads around your primary goals. Depending on your practice, you might target high-asset divorces, child custody, or mediation clients. Separate each into its own campaign because:
- Budget: Some case types cost more per click. It's better to spend $500 to attract a case worth $5,000 than $100 for a case barely worth that.
- Locations: Higher-value clients may cluster in specific areas.
- Networks: Some cases do better on Search Network alone, others benefit from additional placements.
For example:
- Campaign #1: High-Net-Worth Divorce (targeting affluent postcodes)
- Campaign #2: Child Custody & Support (broader local reach)
Step 2: Tighten Your Ad Groups
Within each campaign, each ad group should be laser-focused on a narrow theme. For a "High-Net-Worth Divorce" campaign, your ad groups might include:
- Asset Division — keywords: "asset division divorce lawyer," "protect assets divorce"
- Property Settlement — keywords: "property settlement attorney," "divorce property rights"
- Spousal Support — keywords: "alimony lawyer," "spousal maintenance attorney"
Real Ad Examples
Landing Page Strategy
Your landing page must match the emotional tone of the search. Someone searching for divorce help is often stressed, anxious, and wants reassurance. Your page needs to convey competence and empathy — not just list your credentials.
Key elements: a clear headline matching the ad promise, a short contact form (name, phone, brief description), trust signals (years of experience, case results, testimonials), and a direct phone number prominently displayed.
Frequently Asked Questions
How much do Google Ads cost for divorce lawyers?
Divorce-related keywords typically cost $5–$25 per click, with cost per lead ranging from $38–$60 based on our 2025 campaign data. High-net-worth divorce keywords can be more expensive but generate significantly higher-value cases.
How do I stop getting spam leads from Google Ads?
Three things: tight ad group structure (so your ads only show for relevant searches), comprehensive negative keyword lists, and landing pages that pre-qualify visitors. If your form asks "What type of case do you need help with?" you filter out irrelevant enquiries before they reach you.
Should I target "cheap divorce lawyer" keywords?
Generally no. Keywords containing "cheap," "free," or "low cost" attract price-sensitive clients who are less likely to convert into profitable cases. Focus on intent-driven keywords like "divorce attorney [city]" or "best divorce lawyer near me."