Geo-Targeting for Lawyers: Reach the Right Local Clients

Kate Hood • 30 January 2025

Geo-Targeting for Lawyers: Reach the Right Local Clients

For attorneys, location matters. When potential clients need legal services, they don’t want an attorney from another state or even a far-away city—they need a local expert who understands the laws in their jurisdiction. That’s why geo-targeting in digital marketing, specifically, Google Ads is one of the most powerful tools for law firms looking to dominate their local market.

By leveraging Google Ads’ advanced location-based targeting features, law firms can ensure their ads reach potential clients in the right geographic areas, improving lead quality and maximizing marketing budgets.

At Hatch Strategies, we help law firms create hyper-focused, geo-targeted ad campaigns that drive qualified leads while minimizing wasted spend. In this guide, we’ll explore the benefits of geo-targeting in Google Ads and how it can help attorneys outperform competitors and grow their practice.

Why Geo-Targeting is Essential for Law Firms

Unlike national brands, attorneys rely on local clients who need legal representation within their jurisdiction. Without geo-targeting, your ads could reach people outside your service area, wasting valuable marketing dollars.

Here’s why law firms should prioritize geo-targeted Google Ads:

Capture high-intent local leads – People searching for a lawyer in their area are ready to hire.
Reduce wasted ad spend – Stop paying for clicks from users outside your jurisdiction.
Outrank local competitors – Appear at the top of Google Search results for legal queries in your city.
Maximize ROI with localized messaging – Tailor ad copy to resonate with local clients.

Example: A criminal defense attorney in Chicago wants to advertise to residents of Cook County, IL. With geo-targeting, they can ensure their ads only appear to users in this area, preventing wasted clicks from outside their service region.

How Google Ads' Geo-Targeting Works for Law Firms

Google Ads allows law firms to fine-tune their targeting by setting up location-specific ad campaigns. Here’s how:

1. Target by City, County, or ZIP Code

Google Ads lets attorneys choose specific locations where their ads will appear.

Best for: Law firms that serve clients within specific cities or counties.
Example: A personal injury lawyer in Miami can target Miami-Dade County to attract local accident victims.

2. Radius Targeting (Proximity-Based Ads)

Set a custom radius around your law firm to reach nearby potential clients.

Best for: Attorneys in dense metro areas looking to target a wider local audience.
Example: A family law firm in Dallas sets a 15-mile radius around their office to reach clients in surrounding suburbs.

3. Exclude Irrelevant Locations

Attorneys should block locations where they cannot take cases to avoid wasted ad spend.

Best for: Firms with state-specific or city-specific jurisdiction.
Example: A New York immigration lawyer excludes New Jersey and Connecticut to focus solely on New York-based leads.

4. Leverage Location-Based Keywords

Combine geo-targeting with location-specific keywords to boost relevance and increase conversions.

Examples of Location-Based Search Terms:

“Car accident lawyer in Los Angeles”
“Best divorce attorney near me”
“Criminal defense lawyer in Brooklyn”

By aligning geo-targeting settings with local search terms, law firms can appear at the top of Google for high-intent searches.

Best Practices for Geo-Targeting in Google Ads for Law Firms

1. Create Separate Campaigns for Different Locations

If your law firm operates in multiple cities or counties, set up separate campaigns for each.

Why? Customized ads improve relevance and boost conversion rates.
Example: A law firm serving Chicago, Milwaukee, and Indianapolis should create individual campaigns for each city with localized ad copy.

2. Use Localized Ad Copy to Increase Click-Through Rates (CTR)

Make sure your ads speak directly to local clients by including city names, ZIP codes, or landmarks.

Before: “Top-rated personal injury lawyer – Call now!”
After: “Chicago’s #1 Personal Injury Lawyer – Free Consultation!”

By personalizing ads for each location, law firms can boost engagement and attract more qualified leads.

3. Utilize Call-Only Ads for Immediate Client Inquiries

Many potential clients prefer to call a lawyer immediately. Google’s Call-Only Ads let law firms drive direct phone calls instead of website clicks.

Best for: Urgent legal matters like DUI defense, personal injury, and criminal law.
Example: A DUI lawyer in Austin can use Call-Only Ads so users can click-to-call directly from Google search results.

4. Use Retargeting to Re-Engage Local Visitors

Many website visitors don’t contact a lawyer immediately. Retargeting allows you to show ads to users who previously visited your website but didn’t take action.

Example: A bankruptcy attorney can run Google Display Ads to remind visitors to schedule a free consultation after leaving the site.

5. Track and Optimize Performance by Location

Google Ads provides location-based performance data that reveals:

Which areas generate the most leads.
Where ad spend is being wasted.
Which locations have the highest conversion rates.

By analyzing this data, law firms can increase bids in high-performing areas and eliminate low-performing regions.

Why Law Firms Trust Hatch Strategies for Google Ads & Geo-Targeting

At Hatch Strategies, we help law firms:

Develop high-converting geo-targeted ad campaigns that attract qualified, local clients.
Optimize Google Ads for maximum ROI, reducing wasted ad spend.
Create localized ad copy and landing pages that improve conversion rates.
Leverage data-driven insights to continuously refine targeting strategies.

With our expertise in paid search advertising, law firms can confidently outperform competitors and dominate their local market.