Table Contents
- Introduction: Why Geo-Targeting Is Critical for Law Firms in NYC
- 1. What Is Geo-Targeting in Google Ads?
- 2. Why Geo-Targeting Matters in NYC
- 3. Choose the Right Location Types in Google Ads
- 4. Best Geo-Targeting Setup for Law Firms in NYC
- 5. Targeting by Borough: Tips for Each Area
- 6. Zip Code vs. Radius Targeting
- 7. Dayparting by Borough or Neighbourhood
- 8. Geo-Specific Ad Copy & Landing Pages
- 9. Negative Locations: Where NOT to Show
- 10. Tracking Geo-Based Conversions
- 11. FAQs
- 12. Work With YMM Digital
Introduction: Why Geo-Targeting Is Critical for Law Firms in NYC
If you’re running Google Ads for a law firm in New York City, targeting the right locations isn’t just important — it’s essential.
NYC isn’t one city. It’s five boroughs, dozens of neighborhoods, and millions of diverse search patterns. A campaign that performs well in Manhattan may flop in The Bronx if you don’t set your targeting properly.
At YMM Digital, we’ve run high-converting Google Ads for lawyers in all corners of New York. This guide will show you how to use geo-targeting strategies to reach the right clients — at the right time — in the right parts of the city.
1. What Is Geo-Targeting in Google Ads?
Geo-targeting lets you control where your ads show based on the user’s:
- Location (where they’re physically searching from)
- Interest in a location (typed into the search query)
Example:
- A search from Midtown Manhattan for “divorce lawyer near me”
- A search from Florida for “criminal lawyer in Brooklyn NY”
✅ Google Ads lets you target both using settings like “Presence” or “Presence or Interest.”
2. Why Geo-Targeting Matters in NYC
New York City is home to:
- 8.8 million people
- 5 boroughs
- 200+ zip codes
- Diverse income levels, demographics, legal needs
Running a single campaign targeting “New York” wastes budget on irrelevant or low-converting areas.
Smart geo-targeting helps you:
- Focus spend on profitable boroughs
- Write hyper-relevant ad copy
- Improve conversion rates by matching local intent
3. Choose the Right Location Types in Google Ads
Google gives you several geo-targeting options:
| Option | When to Use |
|---|---|
| City-level | Good for general brand awareness or statewide campaigns |
| Boroughs | Best for law firms serving specific NYC areas |
| Zip codes | Great for high-income or niche targeting |
| Radius targeting | Useful near courthouses, offices, or landmarks |
✅ Use “Presence only” to prevent out-of-city clicks (Settings → Location options)
4. Best Geo-Targeting Setup for Law Firms in NYC
We recommend segmenting campaigns or ad groups by borough.
Example Structure:
- Campaign 1: NYC – Criminal Law
- Ad Group: Manhattan DWI Lawyer
- Ad Group: Bronx Assault Attorney
- Ad Group: Brooklyn Expungement Lawyer
- Campaign 2: NYC – Family Law
- Ad Group: Queens Divorce Lawyer
- Ad Group: Staten Island Custody Attorney
This allows you to:
- Use borough-specific keywords
- Set different bids by borough
- Measure ROI by location
5. Targeting by Borough: Tips for Each Area
Manhattan
- High CPCs, dense searches
- Prioritize premium practice areas (white-collar crime, high-asset divorce)
Brooklyn
- Diverse demographics, strong mobile search volume
- Use neighbourhood keywords (e.g., Williamsburg, Park Slope)
Queens
- Multilingual targeting works well
- Add Spanish & other language variations
The Bronx
- Strong need for criminal and immigration law
- Focus on mobile-first design and click-to-call CTAs
Staten Island
- Lower competition
- Tight radius targeting around ferry, courthouses
6. Zip Code vs. Radius Targeting
Want to go hyper-local?
Use Zip Code Targeting when:
- You have case history in specific neighborhoods
- You’re running Google Local Services Ads alongside PPC
- You’re avoiding low-income or non-relevant areas
Use Radius Targeting when:
- You want to focus around a courthouse, jail, or law office
- You’re testing foot traffic for criminal or personal injury cases
7. Dayparting by Borough or Neighbourhood
Dayparting = running ads at specific hours/days
✅ Use location + time data to:
- Run late-night ads in The Bronx for DUI
- Focus on business hours in Manhattan for corporate law
- Schedule weekend ads for family lawyers in Brooklyn
Google Ads lets you see when and where conversions happen — use that data!
8. Geo-Specific Ad Copy & Landing Pages
Generic ads won’t cut it in NYC.
Ad Copy Example:
Headline: “Brooklyn DWI Lawyer – 24/7 Help”
Description: “Local Brooklyn defense. Fast response. Speak to a criminal lawyer now.”
✅ Create separate landing pages for each borough or zip:
- Include borough/city in H1, title tag, and URL
- Mention local courts: “Serving Kings County Court in Brooklyn”
- Add reviews from local clients
At YMM Digital, we’ve created SEO landing pages with hyper-local content that ranks and converts.
9. Negative Locations: Where NOT to Show
Avoid showing ads where you don’t serve clients or where clicks rarely convert.
Add Negative Locations:
- Other states (e.g., NJ, CT if you only serve NY)
- Boroughs you don’t work in
- Neighborhoods with historically low ROI
✅ Check your User Location report to see where budget is leaking.
10. Tracking Geo-Based Conversions
Must-Haves:
- Call tracking numbers by borough or campaign
- Form tags to track which page (and borough) converted
- Use Google Analytics + UTM parameters
Monitor:
- Cost per conversion by borough
- Highest CTR by location
- Which neighborhoods yield the best case types
11. FAQs
Q1: Can I target multiple boroughs in one campaign?
Yes, but segmenting by borough allows better control over ad copy, budget, and performance.
Q2: Should I use “Presence” or “Presence or Interest” targeting?
Use Presence to avoid clicks from outside NYC unless you’re targeting long-distance clients.
Q3: What’s the best way to lower CPC in NYC?
Use negative keywords, refine geo-targeting, and test manual CPC + enhanced bidding.
Q4: Can I run Spanish-language ads for family law in Queens?
Absolutely. We recommend bilingual ads + Spanish landing pages.
Q5: Do I need different landing pages for each borough?
Yes. Geo-specific content improves Quality Score and conversions.
12. Work With YMM Digital
At YMM Digital, we help NYC lawyers get more cases by running smarter, more efficient, and better-targeted Google Ads.
✅ Geo-targeted campaigns by borough, zip, and courthouse
✅ Custom ad copy + landing pages
✅ Call tracking and conversion optimization
✅ City-specific law firm SEO pages
👉 Request a Free Google Ads Audit
