@Nitin Mevada What's your monthly budget? Here's what worked well for the account I was managing (the client was also a personal injury lawyer in FL) after testing a bunch of stuff over several months. 1. Search campaigns only with display and search partner networks excluded. I would not recommend any other campaign types for the law industry unless you are working with a large firm with a mature account and a huge budget 2. Campaigns targeted to specific counties or zip codes depending on the size of the locations served 3. Ad copy specific to the locations using DKI 4. The landing page is going to be critical. It should be simple with one phone number (click to call and tracked) in the upper right hand corner with a simple form (3 fields or less) in the middle of the LP and above the fold on mobile devices 5. We used CallRail to track phone calls and listened to them daily. We also identified the average length of time for quality calls and used that in GAds as the min. duration for calls to be counted as conversions (I would only recommend this route if your conversion volume will not drop below a min. of 30 conv. per month). 6. We monitored search term reports at least once per day and added negatives regularly 7. Example keywords that performed well: 'car accident lawyer palm beach' or 'car accident attorney near me'. After testing all match types, we only used exact match because even with robust negative lists, the other match types led to irrelevant matching 8. Ultimately, we found that a $30k/month budget was required to drive the amount of lead volume needed for the client to meet his goals, but this may be different for your situation based on the client, firm, account, etc.

@Nitin Mevada Sounds like you're on the right path. To answer your KW question, here's how I would approach it... 1. At the end of the day, the budget amount doesn't really matter as long as it's big enough to accomplish two things...#1 acquire enough lead volume to fill your client's book with clients and #2 acquire enough conversion data to inform smart bidding strategies unless you want to run on manual CPC forever 2. If you have reliable conversion and lead quality data already, I'd run an analysis over the last 12 months at the KW and search term report (with the KW column pulled in) level and identify your top converting terms/keywords. If you don't have 12 months of data available, just use a timeframe that is long enough to give you reliable data (last 90 days, etc.) 3. I'd then pair the findings from the analyses with your own knowledge of the account (you can always get your client's two cents here as well) about which keywords are the core, high intent queries to show up for consistently 4. After #2 and #3, you should have a short list of core keywords. Ultimately, your goal is to use your entire $5k budget on only the top converting KWs to reach a minimum of 15 conversions/month, but 30+ is ideal and more scalable 5. As far as the best bid strategy to start with, I'd normally tell you to try max conversions and give it 7 full days to start working, but the law industry is SO expensive and you have a smaller budget. Here's what I would try...find the average CPCs (last 7 days) for the short list of KWs that you want to test and set the max CPCs 10% higher than the average CPCs to start out. 6. My approach above in #5 is based on my years of experience manually optimizing large Google Ads accounts before smart bidding existed. I'm not saying there is some perfect formula or that these amounts won't need adjusting based on if you're getting any visibility and clicks, but this is how I would start out. Monitor the data and then make 10% incremental boosts to the max CPCs as needed every couple of days.