A four-campaign Google Ads build for a boutique immigration law firm in Westchester & the Bronx. Designed around premium visa case work, urgent removal defense, and a fully mirrored Spanish-language program.
The account is built as four parallel campaigns: a 2×2 grid across intent type (visa-specific vs. removal defense) and language (English vs. Spanish). Each language gets its own campaigns rather than its own ad groups so that bids, budget, and Smart Bidding can be tuned independently per audience, and so that Spanish landing-page experiences can be governed separately. Removal Defense is isolated from Visa-Specific because deportation searches command higher CPCs and warrant a more aggressive bid posture — co-mingling them would dilute either spend or measurement.
| # | Campaign | Lang | Ad groups | Role |
|---|---|---|---|---|
| 1 | Visa-Specific — EN | EN | 6 | Anchor campaign. T, VAWA, U, SIJ, Green Card, Waivers — one ad group per visa type, each routing to a dedicated landing page. |
| 2 | Removal Defense — EN | EN | 2 | Urgent-intent campaign. Isolated for higher bids. Deportation Defense + Immigration Court. |
| 3 | Visa-Specific — ES | ES | 6 | Spanish mirror of #1. Native-Spanish ad copy and Spanish landing pages required. |
| 4 | Removal Defense — ES | ES | 2 | Spanish mirror of #2. |
| Setting | Value |
|---|---|
| Network | Google Search only — no Display, no Search Partners at launch |
| Devices | All — heavy mobile share expected, especially on Spanish-language ad groups |
| Ad schedule | Business hours, M–F 9a–6p ET (confirm with client; immigration-court ad group may warrant 24/7) |
| Location targeting | Presence: people in or regularly in Westchester + Bronx — not "interested in" |
| Audiences | Observation only at launch (in-market: legal services, immigration). No bid modifiers until 60-day data exists. |
| Negative keyword list | Genova — Master Negatives: 93 phrase/exact negatives, applied as a shared list to all four campaigns |
| Brand safety | Attorney Advertising callout extension on every campaign (NY ethics requirement) |
| Primary conversion | Paid consultation booked (form submit or calendar booking on the LP) |
| Secondary conversion | Inbound phone call ≥ 90 seconds (CallRail or Google forwarding number) |
All four campaigns run against a single shared budget in Google Ads — one envelope, four campaigns drawing from it. Spend flows automatically to wherever it is producing the lowest cost-per-booked-consult on the day, without us pre-allocating fixed shares that the data hasn't earned yet.
All four campaigns share the same shell (geo, network, devices, schedule, negatives). They differ in ad-group composition, landing-page routing, copy register, and bid posture. Full keyword lists and ad copy live in the build sheet linked in section 5; the ad-group summaries below describe intent, volume, and priority.
Intent. Capture searchers actively shopping for a lawyer to handle a specific visa case type. Six ad groups, each tightly scoped to one visa product, each routing to a dedicated PPC landing page so the post-click experience matches the search.
| Ad Group | Keywords | US Vol. | Avg CPC | Landing page | Priority |
|---|---|---|---|---|---|
| T Visa | 7 | 280 | $12.02 | /ppc/t-visa-lawyer/ | 1 (highest) |
| VAWA | 7 | 1,240 | $9.34 | /ppc/vawa-lawyer/ | 2 |
| SIJ | 6 | 120 | $5.61 | /ppc/sij-lawyer/ | 3 |
| Waivers (I-601, I-601A, I-212) | 7 | 430 | $12.22 | /ppc/immigration-waiver-lawyer/ | 5 |
| U Visa | 6 | 1,070 | $13.89 | /ppc/u-visa-lawyer/ | 6 |
| Green Card | 5 | 1,220 | $9.50 | /ppc/green-card-lawyer/ | 7 |
[vawa immigration lawyer] · "vawa lawyer" · "vawa attorney" · "violence against women act lawyer""t visa lawyer" · "t visa attorney" · [t visa lawyer near me] · "human trafficking visa lawyer""u visa lawyer" · "u visa attorney" · [u visa lawyer near me] · "crime victim visa lawyer""adjustment of status lawyer" · "marriage green card lawyer" · "family green card attorney"Every ad group gets 15 headlines and 4 descriptions in RSA format. VAWA, T Visa, U Visa, and SIJ ad groups carry a deliberately caring, confidential register. Recurring trust signals across all six: "Habla Español · English · BG", "AILA Member · Admitted in NY", "Bronx & Westchester Office", "Paid Consultation Available" (never free), "Phone, Video, or In-Person", "Attorney Advertising" (NY ethics disclosure).
Bid weighting follows the priority column above, not the search-volume column. T Visa carries the lowest volume but the highest case value and the most defensible Quality Score (the firm's specialization is well-matched to the search intent). Green Card carries the highest competition for renewal-shoppers we explicitly do not want — heavy negative-keyword filtering is required (see section 6).
Intent. The searcher is in active deportation proceedings — or their family member is — and the search is happening because something acute has just occurred (a court notice, an ICE encounter, a master calendar hearing date). This is the most urgent intent in the account. Bids and budget pressure must reflect that.
| Ad Group | Keywords | US Vol. | Avg CPC | Landing page |
|---|---|---|---|---|
| Deportation Defense | 6 | 3,040 | $9.29 | /ppc/deportation-defense/ |
| Immigration Court | 6 | 430 | $6.49 | /ppc/immigration-court-attorney/ |
"deportation defense lawyer" (1,300 vol) · "deportation attorney" (1,000 vol) · [deportation lawyer near me] (480 vol) · "removal defense attorney""immigration court lawyer" · "immigration court attorney" · "removal proceedings attorney" · "ice court lawyer" · "master calendar hearing lawyer"Urgent and reassuring, in that order. RSA headline anchors: "Deportation Defense Lawyer", "Fight Your Deportation", "Court Date Approaching?", "Don't Face Court Alone", "Same-Week Consultation". Descriptions reinforce specialization (immigration only), languages spoken, and the paid-consultation framing.
This campaign is the most likely source of after-hours calls. Recommend extending the ad schedule to 8a–8p (or 24/7) for the Immigration Court ad group specifically, and routing those calls to an answering service or attorney mobile after-hours. Court dates do not respect business hours.
Intent. Spanish mirror of Campaign 1. Same six visa types, same landing-page-per-visa strategy, served to Spanish-speaking searchers in Westchester and the Bronx. Spanish ad groups are not translations — they are native-Spanish copy written for the searcher who is typing "abogada de inmigracion", not the searcher who is typing "immigration lawyer".
| Ad Group | Keywords | US Vol. | Landing page | Priority |
|---|---|---|---|---|
| Visa T | 4 | 0* | /ppc/es/abogado-visa-t/ | 1 |
| VAWA ES | 5 | 0* | /ppc/es/abogado-vawa/ | 2 |
| SIJ ES | 4 | 0* | /ppc/es/abogado-sij/ | 3 |
| Perdones | 4 | 0* | /ppc/es/abogado-perdones/ | 5 |
| Visa U | 4 | 50 | /ppc/es/abogado-visa-u/ | 6 |
| Residencia | 4 | 0* | /ppc/es/abogado-residencia/ | 7 |
* SEMrush US-database returns zero monthly volume on most Spanish-language legal queries. The actual local demand in Westchester / Bronx is materially higher than zero — these are queries SEMrush's panel simply does not surface. Plan and patience required.
"abogado visa u" · "abogada visa u" · "visa u victima crimen abogado" · "certificacion visa u abogado""abogado vawa" · "abogada vawa" · "violencia domestica abogado inmigracion" · "peticion propia vawa abogado""abogado residencia permanente westchester" · "abogado green card bronx" · "residencia por matrimonio abogado"Native Spanish — written for, not translated for. Sample headline anchors: "Abogada de Inmigración", "Atención Personalizada", "Hablamos Español", "Consulta Pagada Disponible", "Miembro AILA · Barra NY", "Bronx y Westchester". Disclosure required at description level: "Publicidad de Abogado".
The Spanish campaigns ship dark until Spanish landing pages exist at the URLs above. Running Spanish ads to English pages collapses Quality Score and burns budget. This is the blocker on Campaigns 3 and 4 launching alongside 1 and 2.
Intent. Spanish mirror of Campaign 2. Same urgency profile, same isolation logic — deportation searches command different bids than visa shopping and warrant their own campaign-level controls.
| Ad Group | Keywords | US Vol. | Landing page |
|---|---|---|---|
| Deportacion | 5 | 60 | /ppc/es/abogado-deportacion/ |
| Corte Inmigracion | 4 | 0* | /ppc/es/abogado-corte-inmigracion/ |
"abogado de deportacion" · [abogado de deportacion cerca de mi] · "detener deportacion abogado" · "defensa contra deportacion abogado""abogado corte de inmigracion" · "abogado para corte ice" · "audiencia inmigracion abogado" · "proceso de remocion abogado"The complete build is maintained in a single Google Sheet, structured for direct paste-in to Google Ads Editor. Five tabs cover the entire account: Campaign Structure, Ad Groups, Keywords, Negative Keywords, and Ad Copy. Every ad group ships with the full 15 headlines + 4 descriptions in RSA format, plus Final URL and Display Path values.
16 ad groups across 4 campaigns · 84 keywords · 93 master negatives · 16 RSA ad sets (240 headlines, 64 descriptions). Columns match Google Ads Editor bulk-import format.
| Tab | Purpose | Rows |
|---|---|---|
| Campaign Structure | Campaign-level settings: language, geo, bid strategy, shared budget reference | 4 campaigns · 1 shared budget · 1 shared negative-keyword list |
| Ad Groups | Per-ad-group summary: keyword count, total volume, average CPC, final URL path, priority, ad-group-level notes | 16 ad groups |
| Keywords | Full keyword inventory in Ads format. Columns: Campaign · Ad Group · Match Type · Keyword (Ads format) · Raw · Lang · Volume · CPC · Competition · Results · Source | 84 keywords |
| Negative Keywords | Master negative list, organized into 7 categories. Applied as a shared list across all 4 campaigns. | 93 negatives |
| Ad Copy | Per-ad-group RSA build. One row per element (Final URL, Path1, Path2, H1–H15, D1–D4). Character counts and limits enforced inline. | 391 elements across 16 ad sets |
"phrase", [exact]). Display paths are kept under 15 characters. Headline lengths are all under 30; description lengths are all under 90. Length columns are visible inline as a build-time check.
The single most important quality-control mechanism on this account is the negative keyword list. Immigration is a vertical with significant search overlap from audiences the firm explicitly does not serve — DIY filers, free-clinic seekers, renewal shoppers, job seekers ("immigration paralegal salary"), and adjacent practice areas (divorce, criminal defense). 93 negatives ship at launch as a shared list (Genova —
Master Negatives) and applied to all four campaigns. Adds happen weekly during the first 60 days from search-term reports.
free · free consultation · pro bono · gratis · low cost · cheap immigration lawyerrenewal · renew · i-90 · ead renewalhow to · diy · do it yourself · template · formjobs · job · salary · internship · school · nonprofitdivorce · custody · family law · criminal · personal injurymanhattan · brooklyn · queens · staten island. Refined post-launch from search-term data.wikipedia · reddit · youtube · definitionSearch-term reports are reviewed weekly for the first 60 days, then bi-weekly thereafter. Every search term with three or more impressions and zero conversions in the trailing 14 days is reviewed; non-converting terms that are clearly out of scope are added to the master list. Negatives are versioned by date in the build sheet's Negative Keywords tab so the discipline is auditable.
The firm serves Westchester County and the Bronx. All four campaigns target those two geographies using Presence location targeting — people physically in or regularly in the area — never "interested in." This is a high-cost vertical and an interest-based targeting setting would burn budget on out-of-market researchers within days.
| Status | Region | Treatment |
|---|---|---|
| Included | Westchester County, NY | Full coverage. White Plains, Yonkers, New Rochelle, Mount Vernon, Mount Kisco, Peekskill, etc. |
| Included | The Bronx, NY (Bronx County) | Full coverage. Highest Spanish-speaking density in the targeted footprint. |
| Excluded | Manhattan, Brooklyn, Queens, Staten Island | Explicitly excluded per client. Also added to the negative-geo list to suppress queries mentioning those boroughs. |
| Excluded | All other US locations | Out of scope. Removal-defense searches sometimes originate from elsewhere; those are out-of-jurisdiction and not workable cases. |
Location bid adjustments are not used at launch. After 60 days of in-market data, a positive bid modifier may be applied to the Bronx for Spanish-language campaigns and to Westchester for English-language campaigns if conversion-density patterns warrant it.