Google Ads (formerly AdWords) is a powerful lead generation tool for law firms, but recent budget changes have affected how advertisers manage their daily and monthly ad spend.

As of October 4, 2017, Google Ads campaigns can spend up to twice the average daily budget to help reach advertising goals. While this may increase exposure on high-demand days, it also introduces the risk of unexpected budget fluctuations, which law firms must carefully monitor.

1. How the AdWords Budget Change Affects Law Firms

✔ Ad Spend Can Double on High-Traffic Days

• If searches for “personal injury lawyer near me” spike on a given day, Google may spend 2X your daily budget to maximize visibility.
• However, Google states that monthly budgets won’t exceed your set limit over 30.4 days.

✔ More Clicks & Conversions, But Less Predictability

• On high-demand days, you may see more leads, clicks, and conversions.
• However, budget overspending can happen suddenly, requiring closer monitoring.

✔ Legal PPC Competition & Cost Per Click (CPC)

• The legal industry has some of the highest CPCs, with certain keywords costing over $100 per click.
• This budget change means firms may need to adjust bids and optimize targeting.

2. How Law Firms Can Adapt to the AdWords Budget Change

✔ Set a Monthly Budget Instead of a Daily Budget

• Ensure your monthly budget is clearly defined to prevent overages.
• Google will balance spending across the month, but some days will exceed your daily limit.

✔ Use Smart Bidding & Adjust CPC Bids

• Monitor high-cost keywords and adjust bidding strategies.
• Consider targeting long-tail keywords to reduce costs and increase conversions.

✔ Regularly Review Performance Metrics

• Track Cost-Per-Click (CPC), Click-Through Rate (CTR), and Cost-Per-Acquisition (CPA).
• Pause underperforming keywords to prevent wasteful spending.

✔ Enable Budget Alerts & Automated Rules

• Set up Google Ads alerts to notify your team when budgets exceed thresholds.
• Use automated bidding rules to pause campaigns if spending exceeds expected limits.

3. Maximizing ROI Despite Budget Changes

✔ Focus on High-Converting Landing Pages

• Ensure landing pages match ad intent, leading to higher conversion rates.
• Optimize for mobile users since most legal searches happen on mobile devices.

✔ Leverage Remarketing & Audience Targeting

• Retarget previous visitors with remarketing ads to increase conversion rates.
• Use geotargeting to focus on high-value locations rather than broad campaigns.

✔ Test Ad Variations (A/B Testing)

• Experiment with different ad headlines, descriptions, and CTAs.
• Eliminate ads with low engagement and prioritize high-performing versions.

Final Thoughts

Google’s AdWords budget change offers opportunities for more visibility but requires careful management. Law firms must monitor spending closely, optimize keywords, and adjust ad strategies to ensure they maximize return on investment without exceeding budget limits.

Key Takeaways

• Google Ads can now spend up to twice your daily budget on high-traffic days.
• Law firms must track spending to prevent unexpected overages.
• Optimizing CPC bids, landing pages, and audience targeting is essential.
• Monthly budget caps help maintain control over total ad spend.

Optimize Your Law Firm’s PPC Strategy with Inherent, Inc.

Want to maximize your Google Ads budget while generating high-quality legal leads?

Contact Inherent, Inc. today for expert PPC management, keyword optimization, and law firm digital marketing solutions.

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