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MA Law Firms

Massachusetts Law Firms

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All of the  Massachusetts law firms featured here had their ads triggered when we set our physical location to be either in Massachusetts, a major city within Massachusetts, or any of the geographic targeting options offered by Google that are within Massachusetts. 

Google’s geographic targeting options are fairly robust, however the amount of options can easily create issues if configured incorrectly. 

Average Keyword Cost Estimates in Massachusetts & Potential Impact

Using data from Google Ads’ Keyword Planner tool, we can estimate average cost per click for the root keywords in our irrelevant searches. If we assume the mean for our irrelevant search’s cost per click, we can estimate that these irrelevant searches cost $102 per click. 

We can also see from the Avg. Monthly Searches of the root keyword for the irrelevant searches that there is monthly volume for these queries. 

Let’s assume that out of the 10 monthly searches, our firms are getting 1 of those irrelevant clicks. At ($102  per click X 1 Click Per month)X (12 months a year), potentially these firms are wasting $ 1,224 annually on garbage clicks. 

For EACH instance of an irrelevant search term ie. if we triggered a firm’s ads by when we searched “Car Accident Lawyer Disbarred” AND the firm’s ads showed up when we searched another irrelevant search term ” Accident Lawyer Convention”, that could potentially be $ 2,448  (  $ 1,224 per year for an irrelevant search term X 2)  annually in wasted ad spend. 

While our logic includes several  base assumptions, the simple fact is that our search should not have triggered ANY ads at all. 

Notably absent are all of the Massachusetts based firms who are running pay-per click campaigns targeting the exact same practice areas, but who either have A)appropriate negatives in place or B) Are using more focused strategies.  

An image showing a bar graph with the title 'Massachusetts Personal Injury Keyword Cost Estimates.' The graph displays the average cost per click (CPC) of $102 for personal injury keywords in Massachusetts using Google Ads Keyword Planning tool, providing valuable insights into advertising expenses for legal services. 📊💰 #MassachusettsLawyers #KeywordEstimates #GoogleAdsCPC
Average Cost Per Click
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Potential Annual Waste PER IRRELEVANT Keyword. ​
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Mistargeted Google Ads Campaigns in Massachusetts

Click on ony of the firms listed below to go to see the specific keywords used to trigger their ads.  In some instances we generated multiple  instances of the firms ads. All of the firms were called directly to inquire if the information was true or relevant.

For example in the instance of BBB Closings, a Real Estate focused firm, we called and confirmed that they were not interested in assisting with an Estate dispute. 

Legal Data

Massachusetts has a higher number of lawyers per capita than any other state in the United States. In 2023, there were 3.3 lawyers per 1,000 residents in Massachusetts, compared to the national average of 2.5 lawyers per 1,000 residents – Source 

 The 4 largest breakdowns by practice area for MA lawyers are as follows: 19.1% of MA lawyers work in Business/Corporate, 11.8% are General Practitioners, 11.8% in Real Estate. You can see the full breakdown by using this interactive tool from NORC. 



Legal Resources

Legal Services of Massachusetts : A non-profit organization that provides free or low-cost civil legal services to low-income people and victims of domestic violence. They have offices all over Massachusetts.

Massachusetts Legal Assistance Corporation  A non-profit organization that funds and supports legal aid programs in Massachusetts. They have a directory of legal aid providers on their website.

Massachusetts Lawyers Weekly : A legal news website that has a section on free and low-cost legal services. They also have a directory of legal aid providers on their website.