Negative keywords are a way to avoid having your ad show up in certain searches and are a useful part of targeting your PPC for law firms. Using negative terms can make your ad spending more efficient by avoiding money wasted on clicks that are unlikely to develop into leads. Here are some potential lawyer advertising ideas for negative keywords that might be useful: - Every other state in which you do not practice law - “Free,” “Pro-Bono,” “Cheap” and other price-sensitive terms - DIY terms such as “Tools,” “Books,” “Guides”, and “Resources” You can find some of the best attorney marketing ideas from negative keywords by checking the “search terms” people have used when they click on your ads. This enables you to effectively filter out unsuitable prospective clients.