Paying for advertising your law firm with Google can be profitable. In fact, even an attorney with little to no marketing background may bring in new clients by using Google’s AdWords. However, there is a way to maximize your return when you decide to use Pay Per Click (PPC) marketing. This blog post will cover one of the main ways to improve your law firm’s PPC campaigns: using negative keywords. What are Negative Keywords in Adwords? Negative Keywords allow you to exclude certain search terms from showing your ad. This way the clients who are actually looking for your legal services will see your ad, and you won’t waste your ad money on people who aren’t looking for a lawyer.