Law Firms And The New Google Ads Image Extension

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Whether you are new to paid digital marketing or you have been running pay-per-click ads for years for your law firm, it is essential to stay current on Google Ads features and the latest SEO trends.  The Google Ads image extension, one of Google’s newest features, allows the uploading of visual assets to support new or existing text ads. This means prospective clients will now see photos next to your headline, description, and URL for law firms. That touch of personalization has the potential to boost the success of ad campaigns and increase clientele. 

Google Ad Image Extensions: An Overview

Google has been working on image extensions for years. The first rollout in 2013 was with Sitelink extensions. That happened again in 2016. Three years later, Gallery Ads were announced but ultimately put to rest in 2020 to focus on image extensions. Most recently, the Google Marketing Livestream 2021 established image extensions for all advertisers. Image extensions were developed in response to how consumers interact with advertisements and connected elements like text and other visuals. 

While there is not a significant amount of data on the effectiveness of image extensions, it is assumed the images will attract user attention, boost website traffic, and improve search engine results for websites utilizing SEO best practices

Using the Google Ads Image Extension Feature 

Properly utilizing image extensions start with understanding Google’s requirements. To use image extensions, consider the following:

  • The user must have a good history of Google policy compliance. 
  • The Google Ads account needs to be in an eligible vertical or sub-vertical. 
  • Image extensions featuring alcohol, sexual content, gambling, and healthcare are not permitted. 
  • The Google Ads account needs to be at least 90 days old. 
  • The Google Ads account needs to have active campaigns with active text ads. 

Accounts that meet those qualifications can begin using image extensions. Users can upload up to 20 unique images that relate to their search campaign keywords. An aspect ratio of 1×1 is required, with minimum pixels of 300×300. 

Users also have the option of uploading images through Google’s dynamic, automated extension. That feature gathers relevant images from users’ websites’ landing pages and imports them into ads. 

In addition to the Google account and image requirements, there are also image restrictions. Images cannot be photoshopped, animated, or repeated. Logo overlays, text overlays, and collages are also prohibited. 

Tips for Finding the Best Images

The images you choose for your image extensions can make or break your ad campaigns. With the right image, a website’s click rate and conversion can increase, but the wrong image could send potential clients away and into the arms of another law firm. 

There are visual components to everything on the internet. When choosing an image for a Google Ads campaign, it must complement the text and contribute to the overall message. To choose the best images, consider the following tips: 

Choose images that humanize ads. While stock photos have their place, they won’t always be enough to catch someone’s eye. If you are advertising your law firm as a whole, consider using a professional headshot. 

Ensure images are relevant to the ad campaign. It is easy to choose an image that seems to pop from the screen, but if it does not have anything to do with your ad campaign, it will not increase your chance of success. If, for example, you are looking to obtain clients who have been injured in car accidents, consider choosing a stock photo of an accident scene, as opposed to a fire or explosion. 

Learn to balance ad elements. Remember that the image is not the only thing a potential client will see. Therefore, you need to make sure your text, hyperlinks, and image look like a single ad instead of a bunch of elements thrown together. 

With the right images and proper construction, the Google Ads image extension can help any law firm boost website traffic and retain new clients. 


Creating and Deleting Image Extensions 

Creating and deleting image extensions can seem complicated, but there is a step-by-step process to follow. In terms of creating new image extensions, users will want to do the following: 

  • Start by logging in to your Google Ads account. 
  • Locate the page menu on the left and click “Ads & extensions.” 
  • Under that category, click the plus button and select “Image extension.” 
  • From there, select the relevant campaign or ad group and choose “Create new” or “Use existing.”
  • Upload up to 20 images.  
  • Crop any images that do not meet the image extension requirements. 
  • Preview the final image extension.
  • Click “Save.”

From there, use Google Analytics to track ad campaign progress. If it comes time to delete an image extension, follow these steps:

  • Sign in to your Google Ads account. 
  • Locate the page menu on the left and click “Ads & extensions.”
  • Find the image extension you want to delete. 
  • Check the box on the left of the extension. 
  • Click “Edit,” then “Remove.”
  • Confirm the deletion by hitting “Remove” again. 

Google Ad Image Extensions: Best Practices 

To help users maximize the potential of the Google Ad image extension feature, Google recommends several best practices.

Use image extensions and dynamic image extensions. Using both image extensions and dynamic image extensions will improve the chances of a successful campaign. 

Consider your account structure. Remember to keep your account structure in mind as you are creating image extensions. For example, ad group level provides the strictest relevance, while campaign level providers for faster implementation. 

Strive for three unique images. For the amount of work it takes to create a compelling image extension, try to add at least three unique images at the Ad group level or Campaign level. 

Vary your aspect ratio. Implementing images with square and landscape ratios can vary ad presentation and keep things fresh. 

Keep images relevant and useful. Irrelevant images won’t get you anywhere. Make sure any images chosen are relevant to the questions they will be eligible to show for. Images need to be just as useful as headlines and descriptions. 

Focus on quality. Google recommends focusing your content in the center to 80 percent of the image, which helps users track what the image is about and what it could mean to them. 

Keep cost in mind. Remember that Google Ads account users are charged on a cost-per-click (CPC) basis for image extensions. The price for a text headline is the same. 

Any law firm can make the most of its Google Ads campaigns with those best practices in mind. 


The Benefits of Image Extensions for Law Firms 

When used correctly, Google Ads image extensions can improve a law firm’s visibility and boost overall digital advertising efforts. 

Image extensions appear on the Google SERP next to ad headlines, descriptions, and URLs. By choosing the image that shows up in any given ad, you can ensure they target your specific audience and brand.  

Images draw people’s attention, making them a powerful marketing tool. By enhancing traditional Google text ads with images, the ads become more visually appealing and engaging. That can contribute to improved performance and high click-through rates. 

Ultimately, successful Google Ads campaigns will capture the desired audience’s attention and build trust. 

Get the Most Out of Google Ads Extensions 

While Google’s image extension is one of the newest extensions law firms can use, it is not the only one. So to get the most out of your ad campaigns, consider using Google’s other extensions, as well. 

Call extensions. Call extensions are crucial for law firms, as they make sure ad viewers have immediate access to the correct phone number. 

Sitelink extensions. Sitelinks are direct links to specific pages on a website. For example, if a law firm runs an ad for nursing home abuse cases, it can use the sitelink extension to direct users to its most relevant page.  

Callout extensions. Callout extensions add text to pay-per-click )PPC) campaigns that highlight and promote specific business information. 

Location extensions. Local extensions let attorneys add their offices’ locations to their Google Ads campaigns. That will add the distance, clickable phone number, and details about the firm to the advertisement. 

Review extensions. To maintain any degree of success, law firms need to have a solid reputation. The automated review extension can show a firm’s review score out of five and highlight the reasons behind the score. 

How Law Quill Can Help With Google Ads

Law firms with comprehensive marketing plans that include features like the Google Ads image extension could be more successful in obtaining and retaining clientele. So long as you select the best images, adhere to Google Ads guidelines, and showcase your law firm’s brand, you will be making the best of the image extension feature. Remember that trial and error is normal, and you will not know what works until you try. 

We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at