PPC for Lawyers:
A Complete Guide to Google Ads for Law Firms

What is PPC for Lawyers?

Advertisers pay a fee each time their ad is clicked in PPC or pay-per-click. Unlike non-paid organic traffic from SEO, PPC is a deliberate paid method to increase your law firm’s visibility. You can customize PPC campaigns based on specific keywords, geographic locations, and audience demographics.

This method benefits law firms that want to enhance their online presence. It helps them attract potential clients who are actively searching for legal services.

Types of PPC Ads

Several PPC (Pay-Per-Click) ads exist, each designed to serve different purposes and engage users in various ways.

Here are some common PPC ad types:

Search Ads: These ads appear at the top or bottom of search engine results pages (Advertisers queries). They are text-based and typic in PPC or pay-per-click, including a headline, description, and URL.

Display Ads: Visual banners or interactive ads that appear on websites in the Google Display Network. They can include images, graphics, and sometimes multimedia elements.

Video Ads: Platforms like YouTube display video ads, which can be either skippable or non-skippable. They allow law firms to showcase their services through video content.

Remarketing Ads: Also known as retargeting, these ads target users who have previously visited a law firm’s website. They aim to re-engage potential clients and encourage them to return.

Local Service Ads: Google’s Local Service Ads are specific to service-based businesses, including law firms. These ads appear at the top of local search results and include a firm’s contact information. Technically, marketers call these ads pay-per-lead but generally categorize them as PPC. For a complete guide to Local Service Ads for Lawyers, click here.


Different PPC ads have various benefits. Consider your goals, target audience, and legal services when choosing which ad to use.

What are google ads?

Formerly known as Google AdWords, Google Ads takes the spotlight as the primary PPC advertising platform. They appear at the top or bottom of Google’s search results when users enter relevant queries.

The Benefits of Google Ads for Lawyers

Google Ads offers several benefits for lawyers looking to promote their services online:

  • Targeted Advertising: Google Ads allows you to select specific keywords, helping your ads appear when people search for services related to your practice areas.
  • Local Targeting: Google Ads provides options for local targeting. This ensures that ads show to users within a defined radius, making it practical for attracting local clients.
  • Cost Control: You can set daily or monthly spending limits for precise budget management.
  • Measurable Results: Google Ads provides detailed performance metrics, allowing you to track the effectiveness of your campaigns and ROI.
  • Immediate Results: Unlike SEO, Google Ads provide instant visibility, which requires time to show results.
  • Adaptability: You can easily change and improve your law firm’s campaigns using data to focus on the strategies that attract clients.
  • Brand Exposure: Google Ads increase your law firm’s online visibility, enhancing brand exposure.
  • Competitive Advantage: Appearing at the top of search results positions your firm as a prominent choice for legal services.

PPC vs SEO: Navigating the Legal Marketing Terrain

Pay-Per-Click Advertising: Sprint

PPC advertising provides an immediate avenue for law firms to appear at the top of search engine results. Lawyers can ensure their ads appear when people search for relevant legal services by bidding on the right keywords. Quick to implement and offer measurable results, PPC is like the legal marketing sprinter, delivering swift visibility.

SEO (Search Engine Optimization): Marathon

SEO is the marathon strategy of optimizing a law firm’s online presence for long-term organic visibility. SEO aims to secure lasting visibility in search results through meticulous keyword research, content optimization, and other best practices. While it takes time to see the results, the organic traffic garnered through SEO becomes a reliable source of leads.

In essence, PPC and SEO are not competitors; they are collaborators. While PPC and SEO have distinct advantages, their true power emerges when employed together.

A pairing of both SEO and PPC ensures that you are noticed by potential clients immediately and in the long term.

Common PPC Terms to Know

Before we dive into the creation of your google ads , here are a few essential SEM terms you’ll need to know:


CPC (Cost Per Click): The amount you pay for each click on your PPC ad.

CTR (Click-Through Rate): The percentage of people who click on your ad after seeing it. Calculated by dividing clicks by impressions and multiplying by 100.

Cost per acquisition (CPA): The average cost to convert a client. You calculate it by dividing the total amount spent by the number of clients generated.

Quality Score: A metric used by search engines to assess the relevance and quality of your keywords, ads, and landing pages. A higher quality score can lead to lower costs and better ad positions.

Conversion Rate: The percentage of users who complete the desired action (e.g., filling out a form) after clicking on your ad.

Landing Page: Users are directed to the webpage after clicking on a PPC ad.

Call to action (CTA): An instruction to users in ad copy or on the landing page to perform a specific task. Examples include “call now,” “get a free consultation,” or “contact us.”

10 Tips for a Successful Law Firm Google Ads Campaign

1: Set Your PPC Goals

S.M.A.R.T. goals provide a framework for creating Specific, Measurable, Achievable, Relevant, and Time-bound objectives. In other words, these goals ensure clarity, measurability, achievability, alignment with broader objectives, and timely completion.

Establishing S.M.A.R.T PPC campaign goals is crucial for success. These goals help shape your campaign strategy, whether you aim to generate leads or boost website traffic.

When you start your new campaign, you’ll be asked to choose a campaign goal. For law firm PPC campaigns, this is typically “Leads” :

Choose Campaign Type

If you aim to appear for specific keywords or phrases, Search Campaigns are the ideal choice.

Shown below, search campaigns are text ads displayed on search results pages.

This choice is a good way to get potential customers by focusing on people who are looking for your services. 


For example, let’s say you are a personal injury attorney in Dallas who wants more car accident cases. You’d want to appear when someone searches for “Dallas car accident lawyer”, right?


With a search campaign, you’d bid on the keyword “Dallas car accident lawyer”, and your ad would appear for relevant searches.

2: Craft Your Target Audience

Local Geographic Targeting for Law Firms

Utilizing local geographic targeting in Google Ads is crucial for law firms to precisely reach their target audience. By targeting cities or neighborhoods, you can customize your ads to connect with the local community.

This method improves relevance, boosts engagement, and maximizes ad effectiveness by targeting a specific audience based on location.

You can set the limit to a specific city or a more specific search radius:

Demographic Targeting for Specific Legal Services

Improving your PPC campaign involves more than just targeting location. It also includes targeting specific demographics in your chosen area. This advanced targeting allows you to precisely tailor your ads to individuals more likely to seek your services, therefore enhancing campaign relevance and impact.


For example, a family law practice can use demographic targeting to reach a specific age group or marital status. This allows them to focus on individuals who are more likely to require legal assistance with family matters.

3: Set Your Budget & Select Bidding Strategy

Setting up a budget and bidding strategy for your law firm’s Google Ads campaign is a crucial step in maximizing your ROI.

Begin by determining how much you’re willing to spend on a daily or monthly basis. Consider factors like your practice area, geographic targeting, and competition, as these can impact costs.

You can use Google’s Keyword Planner to assist in determining your PPC budget. It provides insights on keyword trends, search volume, and estimated costs per click. By researching relevant keywords, you can determine the level of competition in your target market. This will help you estimate the cost of bidding on relevant keywords for your law firm.

Understanding Bid Strategies

After setting your budget, you’ll need to instruct Google on how to allocate your spending. Google Ads provides a range of bid strategies tailored to different campaign objectives.

We suggest manual bidding if you are new to PPC or prefer more control over your bids. With Manual CPC, you have control over how much you pay for each ad click. This helps prevent overspending your law firm’s PPC budget.

If your goal is to maximize conversions or achieve a specific CPA or ROAS, automated bidding strategies like Target CPA or Target ROAS may be more appropriate.

To find the best bidding strategy for your law firm’s PPC campaign, try different strategies and track their performance. This will help you achieve the desired results and match your goals effectively.

4: Choose The Right Keywords (PPC_10)

Keyword research forms the foundation of any successful law firm’s PPC campaign. It involves identifying potential clients’ specific words and phrases when searching for legal services online. By aligning your PPC ads with thoughtful target keywords, you increase the likelihood of reaching the right audience at the right time.

Start with Your Legal Services:

Identify the core legal services you provide, such as personal injury, criminal defense, family law, or estate planning. Consider the various subcategories within your specialization, as potential clients might use different keywords based on their specific needs.

For example, if your firm specializes in personal injury, keywords could include:

  • Personal injury lawyer
  • Car crash attorney
  • Truck accident lawyer
  • Injury attorney

Leverage Location-Specific Keywords:

For law firms operating in specific geographic locations, keyword research enables you to focus on local keywords. Incorporate location-specific keywords to ensure your PPC ads reach potential clients in your target areas. Include the name of your city, state, or region in your keywords to enhance local visibility.

For instance, if your law firm is based in New York and specializes in family law, consider the following keywords:

  • New York family lawyer
  • Divorce attorney in NY
  • Family attorney NY
  • Child custody lawyer New York

Identify Long-Tail Keywords:

Besides targeting general keywords, finding specific long-tail keywords for your field helps generate better leads. 

Bidding on long-tail keywords can also reduce your Google PPC costs. Long-tail keywords typically have lower search volumes compared to broad keywords, but lower search volume equals less competition.

This means fewer advertisers are focusing on these phrases, so your ads can rank higher without bidding too much. As a result, you may experience lower costs per click.

Broad: criminal defense attorney

Long-Tail:  best criminal defense attorney for DUI in Los Angeles

Analyze Competitor Keywords:

Conducting competitor research can provide valuable insights into the keywords your peers are targeting. Identify successful competitors within your legal niche and analyze their chosen keywords. This is a great way to discover new keyword opportunities.

Utilize Keyword Research Tools:

Take advantage of online keyword research tools to streamline your efforts. They can provide data on search volume, competition, bid costs, and suggested keywords.

  • Google Keyword Planner
  • SEMrush
  • Ahrefs


These tools empower you to make informed decisions when selecting the most effective keywords for your law firm PPC campaign.

Use Different Keyword Match Types:

In Google Ads, keyword match types determine how closely the search query must match your selected keywords for triggering your ad. Here are the main keyword match types:


Broad Match:

Your ad may appear for variations of your keyword, including synonyms, misspellings, related searches, and other relevant variations.

Format: injury lawyer

Your search term report shows the search queries that triggered your ads. It may look something like this:

Injure lawyer

Personal injury attorney

Cost of personal injury lawyer

Injury attorney near me


Phrase Match:

Ads display for searches that include the keyword as a phrase (with additional words before or after). Close variations are allowed.

Format: “injury lawyer”

Your search term report might look something like this:

Injury lawyer

Best Injury attorney near me

Personal injury lawyer

Car accident injury lawyer


Exact Match:

Ads appear only for searches that precisely match the keyword or close variations. Use Exact Match for high-priority keywords where precision is crucial.

Format: [new york personal injury attorney]

Your search term report might look something like this:

Personal injury attorney new york

New york personal injury attorney

New york personal injury lawyer


Negative Match:

Prevents ads from showing when a specific keyword is present in the search query.

Format: -workplace

Use negative keywords to filter out irrelevant searches and focus on the most relevant audience. 


For example, a Los Angeles personal injury attorney uses broad matches to target “injury attorney”. After a few weeks, they notice a surplus of workers compensation calls.

Upon checking their search term report, they realize they have spent quite a bit on clicks for “workplace injury attorney”. By making “workplace” a negative term, their ads will no longer show for searches that include the term “workplace”. 


Adjust your match types based on performance data and campaign goals.

5: Craft Compelling Legal Ad Copy

Crafting compelling ad copy is crucial for the success of your legal advertising campaign. In this section, we will explore effective methods for creating attention-grabbing ads. These techniques will not only improve your Google Quality Score but also enhance your ad performance.

Google Quality Score

Google Quality Score is a vital metric that influences the effectiveness and cost of your ads. It takes into account factors such as relevance, click-through rate (CTR), and landing page experience. A higher Quality Score can lead to better ad positions and lower costs per click.

Google Best Practices for Law Firm Ad Copy

In the competitive legal field, creating precise ad copies that effectively highlight your firm’s unique selling points is essential.

Here are some effective ad writing techniques with real-life examples to powerfully connect with your desired audience:


Incorporate Keywords Naturally

Include relevant keywords in your ad headline and description, but ensure that it reads naturally. Google values titles that accurately reflect the content on the landing page. Here’s how you can optimize your ad copy with keywords:


Keywords in Meta, Title Tag, and H1

Ensure that your meta description, title tag, and H1 tag include relevant keywords related to your legal services. This helps search engines understand the content and improves your chances of ranking higher in the search engine results pages (SERPs).

  • Description (Meta): Dedicated personal injury attorneys serving NYC. Expert legal assistance tailored to your needs. Call now for your free consultation.
  • Title Tag (Heading): NYC Injury Attorneys | 20+ Years Experience | Jones LLC
  • H1 Tag: “Expert NYC Personal Injury Attorneys”


Balancing Keyword Usage

Find a balance between using keywords naturally and avoiding keyword stuffing. Google values content that reads naturally and provides value to users. Aim for a cohesive and informative ad copy that incorporates keywords seamlessly.

  • Don’t: We are the best NYC lawyer offering legal services. Our affordable lawyer handles all cases. Choose us for the top NY legal assistance.”
  • Do: At Smith LLC, our expert NYC personal injury lawyers provide comprehensive legal services. Call our seasoned attorneys for personalized and effective legal solutions.


Relevance to User Intent

Focus on creating ad copy that directly addresses the intent of users searching for legal services. Tailor your messaging to align with your target audience’s specific legal needs and concerns.

  • Don’t: Legal services in NYC for any case. Choose us for the best attorney.”
  • Do: Injured in NYC car crash? Our injury lawyers specialize in motor vehicle accidents. Get the compensation you deserve. Call the car accident lawyers at Brown LLC now.


Avoiding Keyword Stuffing

Keyword stuffing, or excessively unnaturally using keywords, can negatively impact user experience and may lead to penalties from search engines. Instead, prioritize meaningful content and use keywords where they naturally fit.

  • Don’t: NYC legal services attorney offers the best NYC lawyer services. If you need a NYC attorney for legal services, choose our NYC legal team
  • Do: Our NYC personal injury attorneys are dedicated to providing high-quality legal services. From car accidents to workplace injuries, trust us for professional, personalized support, from car accidents to workplace injuries.


Highlight Unique Selling Proposition

Clearly communicate what sets your law firm apart from others. Whether it’s years of experience, successful case results, personalized service, or free consultations, emphasize your unique strengths.


Invoke Trust and Credibility

Showcase any awards, recognitions, or credentials your law firm has received. Highlight positive client testimonials or reviews to build trust and credibility.


Tailor Messaging to Practice Areas

Create specific ad copy for different practice areas. Tailor your messaging to address the unique needs and concerns of clients seeking assistance in specific legal areas.


Include Call-to-Action With Urgency

Encourage action by including clear and specific calls to action. Examples include “Contact Us Today,” “Free Consultation,” or “Get Legal Help Now.” Make it easy for users to understand what steps to take next.


Address Client Pain Points

Understand the common challenges or concerns your potential clients may have. Address these pain points in your ad copy to demonstrate empathy and position your law firm as a solution.


Test & Iterate

Conduct A/B testing with different ad variations to understand what resonates best with your audience. Test headlines, descriptions, and CTAs to refine and optimize your ad copy over time.

6: Optimize Your Law Firms’ Landing Page

A landing page is the specific web page users arrive at after clicking on your legal advertisement. Its purpose is to encourage a particular action. This could be filling out a form, calling for a consultation, or asking for more information about legal services.

The landing page is crucial to your PPC strategy, converting ad clicks into clients.

When creating a compelling law firm landing page, consider the following key elements:



Craft a clean and professional design that reflects your law firm’s identity and values.



Choose colors that evoke trust and professionalism. Consistent color schemes enhance brand recognition.



Testimonials from satisfied clients build trust and credibility through social proof. Potential clients are more likely to trust the opinions and experiences of others who have already worked with your law firm.

72% of consumers say positive testimonials and reviews increase their trust in a business.


88% of consumers trust online testimonials and reviews as much as recommendations from friends or family.


72% of consumers will take action only after reading a positive review. (Search Engine Watch)


Personal testimonials humanize your law firm. They showcase the real impact your services have had on individuals. By showcasing positive client reviews, you can:

  • Build trust
  • Highlight the expertise and competence of your legal team
  • Alleviate concerns and uncertainties potential clients may have
  • Make your firm more relatable and approachable
  • Encourage conversions



Along with client reviews, highlight your law firm’s achievements, awards, and credentials to establish trust and credibility.

Displaying any relevant accreditations, certifications, or memberships in legal associations showcases your firm’s commitment to industry standards.

Use case studies and success stories to illustrate your law firm’s achievements and successful outcomes for clients.

Provide clear contact details with your physical address, phone number, and email to add legitimacy and facilitate trust.


CTAs (Call to Action):

Ensure your CTAs are clear, straightforward, and easy to understand. Use concise language that tells visitors exactly what action you want them to take. Your CTA may be “Contact Us” or “Request Consultation”.

Your CTAs should be prominently and easily visible. 

Make sure buttons are visually distinct from the background and surrounding elements. Use contrasting colors that grab attention.


Images/Video Assets:

Using video and images on a law firm PPC landing page can enhance user engagement and convey information more effectively. Visual elements like videos and images can:

  • Capture Attention: Eye-catching visuals can immediately grab the attention of visitors, increasing the likelihood of them staying on the page and exploring further.
  • Enhance Understanding: Visually explain complex legal concepts or showcase your firm’s services in a way that text alone cannot.
  • Build Trust: Showcase the people behind the service. High-quality images and professional videos can enhance the credibility and professionalism of your law firm, instilling trust in potential clients.
  • Increase Conversions: Compelling visuals can evoke emotions and create a memorable experience for visitors, increasing the likelihood of them converting into leads or clients.


Research shows that incorporating videos on landing pages can result in up to 80% increase in conversion rates.


To make effective videos, keep them short and engaging. Grab your audience’s attention in the first 10 seconds and ensure the video is no longer than one minute.

The Importance of Mobile Optimization

Given the increasing use of mobile devices, optimizing landing pages for mobile users is imperative. Users prefer websites that are easy to navigate on their mobile devices. For this reason, mobile-friendly pages tend to have lower bounce rates.

Lower bounce rates mean higher engagement and a better likelihood of conversion.


Just a one second delay in load time can decrease conversions by 7%.


Here are key steps to optimize your law firm’s landing page for mobile users:

  • Responsive Design:
    • Implement a responsive design that automatically adjusts the layout and content based on the user’s device. This ensures that your landing page looks and functions well on various screen sizes.
  • Mobile-Friendly Content:
    • Condense and prioritize content for mobile users. Focus on delivering the most important information in a concise and easily readable format. Break-up text with images or videos.
  • Clear and Simple Navigation:
    • Simplify navigation by using a clear and easy-to-use menu. Consider a hamburger menu (three horizontal lines) for a more compact and user-friendly mobile navigation experience.
  • Optimized Images and Media:
    • Compress and optimize images to reduce page load times on mobile devices. Ensure that any videos or multimedia elements are mobile-friendly and do not hinder the page’s performance.
  • Fast Loading Times:
    • Optimize your landing page for quick loading times on mobile networks. Minimize the use of large files and unnecessary scripts that can slow down the page.
  • Mobile-Friendly Forms:
    • If your landing page includes forms, ensure they are mobile-friendly. Use the right size input fields, clear labels, and reduce the number of form fields for a better user experience.
  • Prominent CTAs:
    • Ensure that your call-to-action (CTA) buttons are easily visible and tappable on mobile screens.
  • Optimized Fonts:
    • Use legible fonts and font sizes.  Avoid tiny text that may be difficult to read on smaller screens. Aim for a font size that provides a comfortable reading experience.

7: Elevate Visibility with Ad Extensions

Ad extensions are additional information that makes your ad more noticeable to users. They expand your ad with extra details like location, site links, and call buttons, making it more informative and engaging for users. Here are a few common ad extensions and how to use them:

Site Link Enhancements

Sitelinks in Google Ads ads provide direct links to specific pages on your website. Positioned beneath the ad text, they enable users to easily navigate to relevant content with a single click. This could include links to practice areas, testimonials, or contact pages.

By integrating site links, you paint a fuller picture of your firm’s capabilities and achievements within the ad.

You can include sitelinks when setting up your Google Ads campaign, allowing you to customize link text and URLs.

Callout Extensions

Callout assets are visually similar to sitelinks but do not link to anything. Instead, they highlight key benefits or features of your law firm’s services. Examples include “Free Consultations,” “24/7 Support,” or “Experienced Attorneys.”

Structured Snippet Assets

Structured snippet assets, or structured snippet enhancements, highlight specific aspects of your legal services. This could include areas of expertise, types of cases handled, or locations served. 

Call Extensions 

Call extensions, also called click to call extensions, encourage calls to your business by showing a phone number with your ad. Including a click to call button increases accessibility and allows users to make immediate calls. This is especially important for users on mobile devices.

Address Enhancements

Incorporating location assets (formerly called “address enhancements”) into your ads can significantly strengthen your firm’s local appeal. By prominently displaying your location, you instantly communicate relevance and accessibility. 

8: Competitor Analysis

Dive deep into your competitors’ PPC strategies to uncover valuable insights that can revolutionize your campaigns. Understand their keyword choices and ad copy, and offer structures to identify gaps and opportunities in your strategy. 


Here are the key areas to focus on when reverse-engineering your competition:

  • Landing Page Insights: Evaluate competitors’ landing pages for design, content, and CTAs to glean conversion tactics.
  • Ad Copy Analysis: Analyze competitors’ ad copy language and emotional triggers to understand what resonates with your audience.
  • Keyword Gap Exploration: Use SEO tools to discover valuable keywords your competitors target, but you might be missing.
  • Seasonal Advertising Trends: Monitor competitors’ ad frequency and content during different times of the year to spot industry patterns.
  • Ad Extensions Strategy: Note the types and effectiveness of ad extensions your competitors use to enhance their ads.
  • Social Proof Integration: Observe how competitors incorporate reviews or testimonials within their ads or landing pages.
  • Inferred A/B Testing: Watch for changes in competitors’ ads over time to infer elements they might be testing.

9: Review, Experiment, & Track Your Law Firm PPC Performance

Tracking and measuring the success of your law firm’s PPC campaigns is crucial for refining strategies and improving outcomes.


Key Performance Indicators (KPIs) offer valuable insights into your advertising efforts. They can help reveal which strategies drive results and where adjustments may be necessary. Track KPIs to ensure your ads effectively reach your target audience while maximizing your advertising budget. 

Common PPC KPIs to track:

  • Quality Score
  • Click-Through Rate (CTR)
  • Cost Per Click (CPC)
  • Conversion Rate

Additionally, tracking KPIs enables you to gauge the return on investment (ROI) of your Google Ads campaigns. This helps you to make informed decisions regarding resource allocation and campaign optimization. 

Integration of Google Analytics

In addition to monitoring performance metrics, leveraging tools like Google Analytics enhances insights into user behavior and campaign effectiveness. Having Google Analytics set up for your website is essential as it is a fundamental tool for more than just PPC. 

In addition to the KPIs mentioned above, you can use Google Analytics to track: 


Bounce rate

  • Bounce Rate measures the percentage of single-page sessions where users leave your website without further interaction. A high bounce rate may indicate issues with website usability or irrelevant ad targeting.


Average Engagement Time

  • Average Engagement Time, also referred to as Average Session Duration, indicates the average duration users spend on your website within a single session. This indicates the level of interest or interaction with your site. A higher average engagement time means more meaningful interactions and a higher level of engagement with your website content.


By leveraging Google Analytics alongside Google Ads, you can make informed decisions, refine advertising strategies, and maximize ROI.

10: Work With a Law Firm PPC Expert

Working with a law firm PPC expert offers several advantages over implementing PPC campaigns as a busy attorney.


Expertise and Experience

Law firm PPC experts have specialized knowledge and experience in creating and managing PPC campaigns specifically for law firms. They understand the nuances of legal marketing, including compliance regulations, competitive landscape, and effective targeting strategies.


Maximized ROI

PPC experts have a deep understanding of how to maximize return on investment (ROI) from advertising budgets. They can optimize campaigns to generate high-quality leads and conversions while minimizing costs, ultimately driving better results for your law firm.



Managing PPC campaigns require ongoing monitoring, optimization, and analysis. Outsourcing PPC management to an expert frees up valuable time to focus on your legal practice. This allows you to devote energy to serving clients and growing your firm.


Advanced Tools and Technology

Experts in PPC for law firms can access advanced tools and technology for keyword research, campaign optimization, and performance tracking. They leverage these tools to implement data-driven strategies and stay ahead of industry trends. This ensures your campaigns are effective and competitive.


Continuous Optimization

PPC experts continuously monitor and optimize campaigns based on performance data and industry trends. They proactively adjust targeting, messaging, and bidding strategies to maximize results and adapt to changes in the competitive landscape.


If you’re seeking a PPC expert to elevate your law firm’s advertising strategy, look no further – we’ve got you covered.

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