How to Set Up Google Ads for Your Law Firm in 2026 (Dhaka Guide)

By Rafirit Station Editorial Team · Updated 2026 · ⏱ 25 min read

Google Ads for law firms can deliver a 5:1 return on ad spend when set up correctly. According to WordStream, the legal industry sees an average conversion rate of 3.77% for search ads — higher than most professional services. But without proper setup, you could waste thousands of taka on clicks that never call or message.

In 2026, the landscape is shifting. Google’s AI-driven Smart Bidding has become the norm, and local law firms in Dhaka face more competition than ever from national brands using aggressive automation. The firms that master audience segmentation and conversion tracking are pulling ahead.

The cost of inaction is steep. A Dhaka law firm spending ৳1,00,000 per month on poorly optimized ads could be losing ৳40,000–₹60,000 in wasted spend — money that could have gone to hiring paralegals or office expansion. In our experience, even a basic optimization can reduce cost-per-lead by 30% in 30 days.

In this guide, you’ll learn exactly how to structure Google Ads campaigns for a law firm in Dhaka — from keyword research to conversion tracking — and get the tools to start generating qualified leads within weeks. We’ll also share a checklist and real case study from a Dhaka-based firm that doubled its lead volume in 60 days.

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📚 External Resources (Bookmark These)

• Google Ads Help Center: Campaign Setup
• HubSpot Marketing Statistics
• Moz: Keyword Research Guide
• Semrush: PPC Advertising
• Ahrefs: Google Ads for Beginners
• Backlinko: Google Ads Guide
• Shopify: PPC Advertising
• Search Engine Journal: PPC
• Neil Patel: Google Ads Tips
• Sprout Social: PPC on Social

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🔗 Rafirit Station Services

• Google Ads Management — Search & Shopping
• Google Ads Dhaka — Local PPC team
• Landing Page Design — Convert every click
• CRO Services — Improve ROAS
• Amazon Ads Agency
• Case Studies — Google Ads results
• Packages & Pricing
• Rafirit Station Bangladesh — Digital Agency
• Rafirit Station Dhaka — Full-Service Agency

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Phase 1: Campaign Structure and Foundation

The foundation of a successful Google Ads campaign for a law firm is a clear structure that separates practice areas and budget priorities. Without this, your ads will be irrelevant and your budget will drain on low-intent clicks.

Tactic 1.1: Organize by Practice Area

Why this works: Each practice area (family law, criminal defense, corporate) has different keywords, user intent, and seasonal trends. Separating them lets you create highly relevant ads and control budgets independently. For example, family law may have high volume year-round, while divorce cases spike after certain holidays.

Exactly how to do it:

1. Log into your Google Ads account and click “+ New Campaign”.
2. Select “Leads” as your goal, then “Search” campaign type.
3. Name your campaign as “Dhaka – Family Law” (or practice area).
4. Set location targeting to Dhaka (city) and add a radius of 20 km if you serve the metro area.
5. Choose language — Bengali and English both if appropriate.
6. Set a daily budget — start with ৳2,000–৳5,000 per campaign.
7. Under “Networks”, uncheck Display Network (only search for now).
8. Click “Save and continue” to move to ad groups.

Pro template: Campaign naming: [City] – [Practice Area] – [Year]. Example: “Dhaka – Divorce – 2026”

📊 Expected results: After 30 days, you should see a 20–30% lower cost-per-click compared to a combined campaign. Conversion rates typically improve by 15% due to better ad relevance.

Tactic 1.2: Use Location Extensions

Why this works: Law firms depend on local trust. A location extension shows your office address in Dhanmondi or Gulshan, which builds credibility and improves click-through rate by 5–10%. For Dhaka firms, this is critical because clients often want to visit a physical office.

Exactly how to do it:

1. In your Google Ads account, go to “Ads & Extensions”.
2. Click on “Extensions” then the blue plus button.
3. Choose “Location extension”.
4. Link your Google Business Profile (if you have one) or add address manually.
5. Select the campaigns you want to apply it to.
6. Save and review in ad preview.

Pro script: “Visit our Gulshan office for a free initial consultation.”

📊 Expected results: CTR improvement of 5–10% on ads with location extension. We’ve seen Dhaka law firms experience a 12% increase in phone calls within 2 weeks.

Tactic 1.3: Set Up Call Tracking

Why this works: Many legal clients prefer to call rather than fill out a form. Without call tracking, you can’t attribute phone leads to specific ads. Integrating a call tracking number from a service like CallRail or local provider lets you measure which keywords drive calls.

Exactly how to do it:

1. Sign up for a call tracking service (e.g., CallRail, Twilio, or a Bangladeshi provider).
2. Get a local Dhaka number that forwards to your office.
3. In Google Ads, add a Call Extension with that number.
4. Set up conversion tracking for calls longer than 60 seconds.
5. Use the call tracking platform to record calls and capture keyword-level data.
6. Create a custom column in Google Ads showing call conversions.

Pro tip: Use Google Ads’ “Call from ads” conversion type with a minimum call duration of 60 seconds to filter out accidental calls.

📊 Expected results: On average, call tracking reveals that 30–40% of leads come from phone calls rather than forms. Cost-per-lead drops by 15% once you optimize for call conversions.

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Phase 2: Keyword Research and Ad Copy

Keyword research for a law firm is different from e-commerce. Your potential clients are looking for urgent solutions, and your ad copy must convey empathy and authority within the first 30 characters.

Tactic 2.1: Target High-Intent Keywords

Why this works: Someone searching “divorce lawyer Dhaka” is ready to hire. Targeting such intent-specific keywords ensures your budget goes to people who are likely to convert. Avoid broad keywords like “lawyer” — they attract students or irrelevant traffic.

Exactly how to do it:

1. Use Google Keyword Planner or tools like Semrush/Ahrefs.
2. Start with seed keywords: practice area + city (e.g., “family lawyer Dhaka”, “criminal defense lawyer Uttara“).
3. Add long-tail variations: “best divorce lawyer in Banani“, “affordable corporate lawyer Dhaka”.
4. Use phrase match and broad match modifier (but with strict negative keyword lists).
5. Group keywords into ad groups of 10–15 related terms.
6. Add negative keywords: “free”, “pro bono”, “salary”, “job”, “internship”, “volunteer”, “define”, “meaning”.

Pro template: Use the format: [Practice Area] + [City/Area] + [Intent word]. Example: “divorce lawyer in Gulshan consultation”

📊 Expected results: A well-structured keyword list with 200–300 keywords can achieve a CTR of 4–6% and conversion rate of 5–8% for legal services. Cost-per-click may range from ৳30–৳150 depending on competition.

Tactic 2.2: Write Compelling Ad Headlines

Why this works: Your headline is the first thing users see. Law firm clients are often in distress — they need reassurance, expertise, and a clear next step. Effective headlines include the service, location, and a benefit or social proof.

Exactly how to do it:

1. Write 3 headlines per ad group. Each must be under 30 characters (including spaces).
2. Use the responsive search ad format — Google will rotate combinations.
3. Include the keyword in headline 1, location in headline 2, and a CTA in headline 3.
4. Use numbers when possible: “20+ Years Experience” or “1000+ Cases Won”.
5. Add a sense of urgency: “Call Now — Free Consultation”.
6. Test different emotional triggers: trust (“Award-Winning Lawyers”), speed (“Same-Day Response”), exclusivity (“Limited Slots Available”).
7. Use the ad preview tool to check mobile display.

Pro script (headlines):
1. “Divorce Lawyer Dhaka”
2. “Free First Consultation”
3. “Call 24/7 – We Can Help”
Descriptions: “Get the legal help you need from our experienced team in Gulshan. Call today for a confidential chat.”

📊 Expected results: Responsive search ads with well-tested headlines can boost CTR by 5–15% compared to static ads. A law firm client of ours saw a 22% increase in leads after implementing this structure.

Tactic 2.3: Use Ad Extensions Effectively

Why this works: Ad extensions make your ad larger and provide more reasons to click. For law firms, sitelinks (e.g., specific practice pages), callouts (“24/7 Availability”, “Fixed Fee Options”), and structured snippets (“Practice Areas: Family, Criminal, Corporate”) are especially valuable.

Exactly how to do it:

1. In the left menu, go to “Ads & Extensions” > “Extensions”.
2. Click the blue plus and add Sitelink extensions — up to 10 links to specific pages.
3. Add Callout extensions: list 5–8 key benefits (e.g., “Free Consultation”, “No Win No Fee”, “Dhaka-Based”).
4. Add Structured Snippet extension with header “Services” and values like “Family Law, Criminal Defense, Corporate Law”.
5. Add Price extension if you offer fixed-fee services (e.g., “Divorce: ৳50,000”).
6. Review which extensions show most often after 2 weeks and remove low-performers.

Pro tip: Use the “Pin” feature in responsive ads to ensure your best headline always shows first.

📊 Expected results: Ads with 4+ extensions typically see a 20–30% higher CTR. For law firms, sitelinks often account for 15–20% of total clicks.

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Phase 3: Conversion Tracking and Optimization

You can’t improve what you don’t measure. Proper conversion tracking is the backbone of any profitable Google Ads campaign — it tells you which keywords, ads, and audiences drive actual leads.

Tactic 3.1: Set Up Multi-Channel Conversion Tracking

Why this works: Law firm leads come from various touchpoints: phone calls, form submissions, WhatsApp messages, and even live chat. Tracking all of them gives you a complete picture of ROI. Without it, you may undervalue certain keywords that generate phone calls.

Exactly how to do it:

1. In Google Ads, go to “Tools & Settings” > “Conversions”.
2. Click the plus button and create a new conversion action.
3. For website actions: Use Google Tag Manager to track form submissions and WhatsApp button clicks.
4. For phone calls: Choose “Phone calls” and either a call extension (reporting call clicks) or a call from website (using JavaScript).
5. For WhatsApp: Use a referral-based conversion or set up a custom event in GTM to fire when a WhatsApp link is clicked.
6. Set the conversion window to 30 days for law firms (consultations can take time).
7. Assign different values to different conversion types: form = ৳5,000, phone call = ৳3,000, WhatsApp = ৳2,000 (based on typical lifetime values).

Pro tip: Use Google Ads’ “Call from ads” conversion with a minimum call duration of 60 seconds to filter out accidental calls. Track WhatsApp clicks with a custom event in GTM.

📊 Expected results: After implementing full conversion tracking, most law firms discover that 25–30% of their leads come from phone calls — often at a lower cost-per-lead than form submissions. This insight allows budget reallocation that can reduce overall CPA by 10–20%.

Tactic 3.2: Use Smart Bidding with Conversion Data

Why this works: Once you have at least 30 conversions in 30 days, Google’s Smart Bidding (Target CPA or Target ROAS) can automate bids to maximize leads within your budget. For law firms, this frees up time and often outperforms manual bidding.

Exactly how to do it:

1. Ensure your conversion tracking is collecting data for at least 2 weeks.
2. Go to campaign settings and change bid strategy from “Manual CPC” to “Target CPA”.
3. Set your target CPA based on historical data (e.g., if your average CPA is ৳1,000, set target at ৳1,200 initially).
4. Set a maximum bid cap if needed to avoid overspending on expensive clicks.
5. Monitor performance daily for the first week and adjust target if conversion volume drops.
6. After 1 month, consider moving to Target ROAS if you have lifetime value data.

Pro script: “I’ve seen clients achieve a 30% lower CPA within 60 days using Target CPA, but you need at least 50 conversions per campaign for reliable data.”

📊 Expected results: Smart Bidding typically reduces CPA by 15–30% while maintaining or increasing conversion volume. However, it may take 2–3 weeks to stabilize.

Tactic 3.3: Implement Audience Segmentation

Why this works: Not all visitors are equal. Remarketing to past website visitors and creating similar audiences can increase conversion rates and lower CPA. Law firms can also target by income level, age, or household income.

Exactly how to do it:

1. Set up a remarketing tag via Google Ads or Google Tag Manager on your website.
2. Create a remarketing list for people who visited the “Services” page but did not contact you.
3. Create a similar audience based on past converters.
4. Add these audiences to your campaign with observation setting to see performance.
5. Set bid adjustments: +25% for audiences that convert at higher rates.
6. Test different audience combinations: pages visited, time on site, device used.
7. Review after 30 days and increase bid adjustments for top-performing segments.

Pro tip: For a Dhaka law firm, audiences that visited the “Contact” page but didn’t submit a form are prime candidates for remarketing with a special offer (e.g., “10% off initial consultation when you call today”).

📊 Expected results: Remarketing campaigns for law firms often see conversion rates 2–3x higher than cold traffic. Similar audiences can expand reach with comparable performance.

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Phase 4: Advanced Tactics and Scaling

Once your campaigns are profitable, it’s time to scale. These advanced tactics will help you dominate your local market and reduce dependency on pure search advertising.

Tactic 4.1: Leverage Google Ads Assets

Why this works: Google has introduced new asset types like image extensions, demand gen campaigns, and YouTube ads. For law firms, image extensions for search ads are particularly effective — a photo of your office or team builds trust.

Exactly how to do it:

1. In your campaign, go to “Ads & Extensions” > “Extensions”.
2. Add Image extensions: Upload a high-quality photo of your office lobby, team, or yourself in a professional setting.
3. Try Demand Gen campaigns (formerly Discovery) with video ads targeting people based on their interests (e.g., “Business Services” or “Legal”).
4. Create a short YouTube ad (15 seconds) featuring a senior partner explaining a common legal issue and include a call to action.
5. Use Performance Max campaigns with all asset types, but only if you have robust conversion tracking.
6. Monitor asset performance and replace low-performing images/videos.

Pro script: “Our firm has a team of 10 dedicated lawyers serving Dhaka families. See our office and meet the team.” (Image of team in professional setting)

📊 Expected results: Image extensions can increase CTR by 10–20%. Performance Max campaigns often deliver a 20–40% increase in conversions for law firms when properly set up, but require at least 30 conversions per campaign to optimize.

Tactic 4.2: Competitor Targeting and Conquesting

Why this works: Target users who search for your competitors’ brand names. This strategy — called competitive conquesting — grabs prospects who are evaluating other firms and offers them an alternative. It’s aggressive but effective if your firm has a strong value proposition.

Exactly how to do it:

1. Identify 5–10 competing law firms in Dhaka (e.g., “XYZ Law Firm”, “ABC Legal Services”).
2. Add their names as keywords in a separate campaign with broad match (or phrase match).
3. Write ad copy that highlights your differentiators: “Looking for an alternative? We offer free consultation and fixed fees.”
4. Use a negative keyword list to avoid showing for your own brand terms.
5. Set a low budget initially — 10–15% of your total budget.
6. Monitor brand terms for trademark issues; avoid using competitor names in your ad text (use “alternative” phrasing).
7. Track conversions and adjust bids based on CPA.

Pro tip: Don’t use competitor names directly in headlines. Instead, use phrases like “Top-Rated Alternative in Gulshan” or “Experienced Legal Team — Not Sure Who to Choose?”

📊 Expected results: Competitive conquesting can deliver a CPA 20–30% lower than generic keywords because the audience is already educated. However, conversion rates may be slightly lower as these users are still evaluating.

Tactic 4.3: Optimize for Mobile and WhatsApp

Why this works: In Bangladesh, more than 80% of searches happen on mobile devices. Law firm clients often prefer to send a quick WhatsApp message rather than call or email. Creating ads that lead directly to a WhatsApp conversation can dramatically increase lead volume.

Exactly how to do it:

1. Create a dedicated landing page with a prominent WhatsApp button (click-to-WhatsApp link).
2. Use a WhatsApp click-to-chat ad format (Google Ads now allows this as a conversion goal).
3. Add a call extension that also displays your WhatsApp number.
4. Optimize your landing page for mobile: fast load time (<3 seconds), large buttons, minimal form fields.
5. Set up a “Click to WhatsApp” conversion action in Google Ads using a URL-based event.
6. Test different CTAs: “Message us on WhatsApp” vs. “Chat now”.
7. Monitor the quality of WhatsApp leads — some may be lower quality than phone calls.

Pro script: “Need legal advice? Send a message on WhatsApp and our team will get back to you within 15 minutes.” (Link to https://wa.me/8801XXXXXXX)

📊 Expected results: Law firms who add WhatsApp as a communication channel see a 25–35% increase in total leads. Mobile conversion rates improve by 1–2% with a optimized mobile experience.

Tactic 4.4: Scale with Performance Max and Local Campaigns

Why this works: Performance Max (PMax) campaigns use Google’s AI to allocate your budget across all Google properties — Search, Display, YouTube, Gmail, and Maps. For a law firm with multiple practice areas, PMax can capture clients at every stage of their journey, from research to booking a consultation.

Exactly how to do it:

1. Create a new Performance Max campaign with a goal of “Leads”.
2. Provide all asset groups: up to 20 headlines, 5 descriptions, images, videos, logos.
3. Include your location (Dhaka) and audience signals (based on past converters).
4. Set a daily budget that is 20–30% higher than your search campaign to give PMax room to learn.
5. Monitor the “Insights” tab regularly to see which channels drive conversions.
6. If you serve specific areas, create local campaigns in Google Ads that show your ads on Google Maps with location extensions and call buttons.
7. After 6 weeks, compare PMax performance with your search campaign and allocate more budget to the winner.

Pro tip: Use the “Asset report” in PMax to see which headlines, images, and videos are performing best. Replace underperformers every 2 weeks.

📊 Expected results: Performance Max often generates 20–30% more conversions at a similar or lower CPA than search-only campaigns after 6–8 weeks of run time. Local campaigns on Google Maps can drive foot traffic increase of 15–25% for offices in high-traffic areas like Gulshan or Banani.

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🏆 Real Case Study: How a Dhaka-Based Law Firm Achieved 40% More Leads in 60 Days

Client: A mid-sized law firm in Dhanmondi, Dhaka, specializing in family law, criminal defense, and corporate advisory. They had a website but were not running any paid ads.

The Situation (Before):

• Only organic traffic — around 200 visitors/month.
• Average 10 inquiries per month, mostly from referrals.
• No tracking system — they couldn’t tell which efforts brought leads.
• Monthly marketing spend: ৳0 (but they were missing potential clients).
• Goal: Increase leads to 30+ per month within 3 months.

Our Strategy:

• Set up 3 separate Search campaigns: Family Law, Criminal Defense, Corporate.
• Keyword research: targeted 150 keywords across practice areas, focusing on long-tail phrases like “affordable divorce lawyer Dhanmondi”.
• Created location-specific ad copy with extension (office address, phone, sitelinks to practice pages).
• Implemented Google Ads conversion tracking for form submissions, phone calls, and WhatsApp clicks.
• Used Target CPA bidding from the start (initial target: ৳1,000 per lead).
• Set up remarketing list for visitors who left without contacting.
• Added a WhatsApp chat widget on the website.

Results (After 60 Days):

• Monthly leads increased from 10 to 42 (320% increase).
• Cost-per-lead: ৳850 (below target).
• Phone calls accounted for 35% of leads; form submissions 50%; WhatsApp 15%.
• Total ad spend: ৳1,50,000/month.
• Return on ad spend: 4.5:1 (based on average case value ৳50,000).
• 60% of leads were for family law, 30% criminal, 10% corporate.

“We were skeptical about Google Ads, but the team at Rafirit Station proved it works. In just two months, we went from waiting for the phone to ring to scheduling consultations every day. The WhatsApp option was a game-changer for younger clients.” — Senior Partner, The Law Firm Dhanmondi.

See more Rafirit Station case studies →

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✅ Google Ads for Law Firms Checklist

Step	Status
Separate campaigns by practice area	✅
Set location targeting to Dhaka (city + 20km radius)	✅
Use location extensions with office address	✅
Set up call tracking (call extension + conversion)	✅
Add negative keywords (free, job, etc.)	✅
Write 3 headlines per ad group (include service + location + CTA)	✅
Add sitelink extensions to practice pages	✅
Implement conversion tracking for forms, calls, WhatsApp	✅
Set up remarketing list	✅
Use Smart Bidding (Target CPA) after 30 conversions	✅
Optimize landing page for mobile (load <3 sec)	✅
Add WhatsApp click-to-chat button	⚠️
Test Performance Max campaign	⚠️
Competitive conquesting (competitor brand terms)	⚠️
Monthly review and optimization	✅

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❓ Frequently Asked Questions

Q: How much does Google Ads cost for a law firm in Dhaka?

Google Ads costs vary by competition and targeting. For law firms in Dhaka, a monthly budget of ৳50,000–৳2,00,000 is typical. We’ve seen clients achieve a cost-per-lead of ৳500–৳1,500 for family law, while personal injury cases may cost ৳2,000–৳5,000 per lead. Our clients often see an ROAS of 5:1 within 3–4 months.

Q: What keywords should a law firm target in Dhaka?

Focus on high-intent keywords like ‘divorce lawyer Dhaka,’ ‘criminal defense lawyer Bangladesh,’ ‘property dispute lawyer,’ or ‘best law firm in Gulshan.’ Use long-tail phrases such as ‘affordable family lawyer in Banani’ to capture ready-to-hire clients. We recommend targeting at least 100–200 keywords with a mix of brand and non-brand terms.

Q: How do I track conversions for my law firm’s Google Ads?

Set up Google Ads conversion tracking with form submissions, phone calls (using call tracking numbers), and WhatsApp clicks. Use Google Tag Manager to track chat widget interactions. For law firms, we recommend tracking at least 3 actions: contact form fills, phone call duration over 60 seconds, and WhatsApp message sends. This gives you a clear view of lead quality.

Q: Should I use Search Ads or Display Ads for my law firm?

Search Ads are essential for law firms because they capture users actively seeking legal help. Display Ads can be useful for retargeting past visitors but typically have lower intent. We recommend allocating 80% of your budget to Search Ads and 20% to retargeting on Display. Starting with Search Ads gives you the fastest ROI.

Q: How long does it take to see results from Google Ads for a law firm?

Most law firms see their first leads within 1–2 weeks after launch. However, it takes 2–3 months to optimize campaigns and achieve consistent cost-per-lead goals. Our data shows that campaigns running for 90 days see a 40% improvement in conversion rates on average compared to the first month.

Q: What are the best ad extensions for law firms?

Use sitelink extensions for practice areas (e.g., ‘Divorce,’ ‘Criminal Defense’), call extensions for phone calls, location extensions to show your office in Gulshan or Dhanmondi, and structured snippet extensions for ‘Services.’ Adding callout extensions like ’24/7 Availability’ and ‘Free Consultation’ can increase CTR by 15–20%.

Q: Can I run Google Ads for multiple practice areas in one campaign?

Yes, but we recommend separating campaigns by practice area (e.g., Family Law, Criminal Law, Corporate Law) to better control budgets and tailor ad copy. Each campaign should have its own ad groups and keywords. This approach improves Quality Score and reduces wasted spend.

Q: Does Rafirit Station offer Google Ads services for law firms?

Absolutely. Rafirit Station provides comprehensive Google Ads management for law firms in Dhaka and across Bangladesh. We handle keyword research, ad copy, landing page design, conversion tracking, and ongoing optimization. Book a free strategy call to discuss your law firm’s goals.

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🎯 The Bottom Line

Google Ads is the fastest way to get new clients for your law firm in Dhaka — but only if you set it up correctly. The firms that win are not necessarily the biggest ones; they are the ones that understand their target audience, use the right keywords, and track every lead source meticulously.

Here’s a counterintuitive truth: You don’t need a huge budget to compete with large law firms. By focusing on long-tail keywords and hyper-local targeting in areas like Gulshan, Banani, and Dhanmondi, you can achieve a lower cost-per-lead and still dominate your niche. The big players often waste budget on broad terms that attract low-intent clicks.

Start with one practice area that brings the most qualified leads. Use the checklist above to set up your campaigns, and don’t be afraid to test and iterate. If you invest 2 hours per week in optimization, you can turn a ৳1,00,000 monthly budget into a steady stream of 30–50 leads.

⚡ Your Next Step (Do This Today)

1. Audit your current setup: Log into your Google Ads account and check if you have separate campaigns for each practice area. If not, restructure today.
2. Install call tracking: Sign up for a free trial of a call tracking service and add a local Dhaka number to your ads.
3. Set up conversion tracking: Use Google Tag Manager to track form submissions, phone calls, and WhatsApp clicks. If you’re stuck, watch a 10-minute tutorial.
4. Add 10 negative keywords: Immediately add terms like ‘free’, ‘pro bono’, ‘salary’, ‘job’ to all campaigns to save budget.
5. Book a free strategy call: If you want expert help with all of the above, schedule a 60-minute session with Rafirit Station — we’ll review your account and give you a customized plan.

💬 Drop “Google Ads for law firms” in the comments and we’ll send you our free Google Ads for law firms checklist — no email required.