Table Contents
- Introduction: Why Call-Only Ads Matter for Columbus Lawyers
- 1. What Are Call-Only Ads?
- 2. Why They Work for Columbus Law Firms
- 3. When to Use Call-Only Ads (And When Not To)
- 4. How to Set Up Call-Only Campaigns in Google Ads
- 5. Best Practices for Legal Call Ads
- 6. Ad Copy Examples That Convert
- 7. Tracking & Measuring Success
- 8. FAQs
- 9. Work With YMM Digital
Introduction: Why Call-Only Ads Matter for Columbus Lawyers
When someone in Columbus, Ohio is searching for a lawyer, they don’t want to fill out a form. They want to talk to someone—now.
Whether it’s a criminal defense issue at 2 AM or a personal injury matter needing immediate help, mobile searches are exploding—and Google’s Call-Only Ads are the fastest way to connect your law firm with high-intent clients.
At YMM Digital, we’ve helped law firms across the U.S., including in Columbus, use Call-Only Ads to increase lead volume, reduce cost-per-lead, and improve conversion rates. In this guide, we’ll break down everything Columbus lawyers need to know to leverage Call-Only campaigns for better results.
1. What Are Call-Only Ads?
Call-Only Ads are a mobile-focused ad format in Google Ads that lets users call your law firm directly—without clicking to a website.
- No landing page needed
- Displays your phone number, firm name, and CTA
- Users tap “Call” → instantly connect to your office
Key Benefits:
- Ideal for urgent legal needs (criminal, injury, divorce)
- High intent: they’re not browsing—they’re calling
- Lower friction: no form fills or waiting for replies
2. Why They Work for Columbus Law Firms
Columbus is one of Ohio’s fastest-growing legal markets. Local competition across practice areas like family law, personal injury, and DUI defense is intense.
Over 60% of legal service searches now happen on mobile.
Call-only ads help you:
- Bypass your competitors’ landing pages
- Win urgent leads before they shop around
- Increase your conversion rate from mobile ads
They’re especially effective for:
- DUI & criminal law
- Personal injury
- Immigration
- 24/7 practices
3. When to Use Call-Only Ads (And When Not To)
✅ Use Call-Only Ads If:
- Your staff can answer calls during ad hours
- Your intake process is call-driven
- You serve urgent or emotional case types
- You want faster leads without managing forms
❌ Avoid Call-Only Ads If:
- You can’t answer live calls reliably
- You’re focused on email/form-based leads
- Your intake staff isn’t trained for urgency
- You serve a niche with long research cycles (e.g., estate planning)
4. How to Set Up Call-Only Campaigns in Google Ads
Step-by-Step Setup:
- Create a New Campaign → “Leads”
- Choose Search Network
- Under “Goal,” select Phone calls
- Create Call Ad Extensions with your phone number
- Set campaign type to Call-Only
Key Settings:
- Location: Target Columbus zip codes or neighborhoods
- Schedule: Match to office hours or after-hours intake
- Call reporting: Enable to track duration, area code, conversions
- Call bid strategy: Use “Maximize conversions” or manual CPC
✅ Tip: Pair with local ad copy and Google Business Profile to increase trust.
5. Best Practices for Legal Call Ads
| Element | Best Practice |
|---|---|
| Ad Headline | Use urgency + location (e.g., “Columbus DUI Lawyer – Call Now”) |
| Description | Focus on outcome + availability (“24/7 Legal Help. Speak Now.”) |
| Phone Number | Use local Columbus area code (614) |
| Ad Scheduling | Only run when you can answer (or use call service) |
| Call Extensions | Add location, review stars, sitelinks if visible |
| Keywords | Use exact match or phrase match only |
✅ Block irrelevant calls with negative keywords like:
- “free legal advice”
- “legal aid”
- “lawyer jobs Columbus”
6. Ad Copy Examples That Convert
Here are tested ad variations for law firms in Columbus:
✅ Example 1 – Criminal Law
Headline: Columbus DUI Lawyer – Call Now
Description: Arrested? 24/7 Help from Local Criminal Defense Attorney. Free Consults.
✅ Example 2 – Personal Injury
Headline: Injured in Columbus? Call Now
Description: Get Justice Fast. Speak to a Local Attorney Now. No Win, No Fee.
✅ Example 3 – Family Law
Headline: Divorce Lawyer – Columbus OH
Description: Fast Consultations Available. Protect Custody & Rights Today.
Want customized ad copy for your firm? We write them daily.
7. Tracking & Measuring Success
Use Call Reporting to Track:
- Call start & end time
- Duration (set 30–60s as conversion)
- Area code of caller
- Keyword that triggered the call
Tools to Use:
- Google Ads built-in call tracking
- CallRail or CallTrackingMetrics for recordings and lead tagging
- Google Analytics for phone goal conversions
✅ Monitor metrics like:
- Cost per call
- Call conversion rate
- Missed call rate
- Avg. duration (longer = higher quality)
8. FAQs
Q1: Are Call-Only Ads more expensive than regular ads?
Not necessarily. CPC may be similar, but conversion is often faster and cheaper.
Q2: What’s the best time to run Call-Only Ads?
Run during business hours or when your team can answer live—evenings and weekends often perform well for criminal or injury cases.
Q3: Can I record calls for quality control?
Yes, tools like CallRail let you record, review, and rate calls for intake improvement.
Q4: Can I use Call-Only Ads without a website?
Yes. These ads can run independently from your website, which makes them ideal for small firms or solo attorneys.
Q5: What happens if no one answers?
Missed calls = missed leads. Either use a 24/7 call center or schedule ads only when you can respond.
9. Work With YMM Digital
At YMM Digital, we’ve built high-performing Call-Only campaigns for dozens of Columbus law firms.
✅ Campaign setup, optimization, and keyword strategy
✅ Call tracking with duration-based conversion triggers
✅ Local ad copy + competitive benchmarking
✅ Legal SEO pages and city-based Google Ads expertise
