Law firm PPC measured in signed cases, not clicks
Legal clicks are some of the most expensive in Google Ads. That makes waste expensive too. We build campaigns around the practice areas and cities that sign cases, and track every call through intake.
What's different here
Legal search is one of the costliest categories in paid search. WordStream's 2025 benchmarks reported that attorneys and legal services had the highest average cost per click and the highest cost per lead of any category it tracked. At those prices, broad campaigns that pull in every 'free legal advice' search burn budget quickly. Good legal PPC is narrow. Campaigns are split by practice area and location, negative keywords filter out job seekers and DIY searches, and ad copy speaks to the specific situation someone is in. Calls matter more than forms in most practice areas, so call tracking and recording are essential. Then intake decides the result: a fast, trained response turns an expensive click into a consultation. Ads must also follow your state bar's advertising rules, which we build into copy review.
Trusted by teams at
What paid ads looks like for law firms.
These are the plays that wouldn't appear on a generic paid ads page. They only make sense in law firms.
Practice-area and city campaigns
Separate campaigns for each practice area and market, with budgets weighted to the cases you want most.
Aggressive negative keywords
Filtering out job seekers, law students, free-advice and DIY searches so spend goes to people who need a lawyer.
Call tracking through intake
Every call and form tracked to a consultation and signed case, so bids follow revenue, not clicks.
Bar-compliant ad copy
Ads and landing pages reviewed against your state bar's advertising rules, with required disclaimers where they apply.
What holds law firms back
Directories and big firms own the broad terms
Searches like 'personal injury lawyer' are crowded with legal directories, lead-gen sites and firms with huge ad budgets. A small or mid-size firm can't outbid them everywhere. The firms that grow win specific practice areas, case types and towns.
Bar rules limit what your ads can say
ABA Model Rule 7.1 bans false or misleading communications, and many states add their own rules on testimonials, past results and words like 'specialist'. Generic agency copy can break these rules without anyone noticing until a complaint arrives.
Leads go cold while the phone rings out
Someone injured in a crash or served with divorce papers calls several firms. Whoever answers first and books a consultation usually gets the case. Many firms lose paid leads to slow callbacks and voicemail.
One 'practice areas' page can't rank
A single page listing ten practice areas ranks for none of them. Each case type has its own searches and its own questions, and Google wants a page that answers them.
Same rigor, applied here.
The full paid ads scope and process are identical whoever the client is. What changes for law firms is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit & diagnose — Week 1
- 02Fix measurement — Weeks 1–2
- 03Rebuild & launch — Weeks 2–4
- 04Test & iterate — Ongoing
- 05Scale profitably — Month 2+
Law Firms results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination. Request a quote and we'll scope it properly.
Single Channel
One platform, managed properly.
Scoped to your brief
- 1 platform (Google or Meta)
- Server-side tracking setup
- 8 creative assets/month
- Bi-weekly optimization
- Up to $40k/mo ad spend
Multi-Channel
Brands running paid across search and social.
Scoped to your brief
- Up to 4 platforms
- Full server-side + CAPI setup
- 20 creative assets/month
- Landing page builds & testing
- Weekly optimization calls
- Dedicated media buyer
- Up to $200k/mo ad spend
Performance
High-spend accounts wanting aligned incentives.
Scoped to your brief
- Unlimited platforms & markets
- Percentage-of-spend model
- Dedicated buying squad
- Incrementality testing
- 40+ creative assets/month
- Custom attribution modeling
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
Law Firms questions, answered straight.
Junk leads usually come from broad keywords, weak negatives and no link between ads and intake. We narrow targeting by practice area, filter out non-client searches and judge campaigns on consultations and signed cases. If a campaign doesn't produce cases, we cut it.
Let's talk about your growth constraint.
Legal clicks are some of the most expensive in Google Ads. That makes waste expensive too. We build campaigns around the practice areas and cities that sign cases, and track every call through intake.
Our commitment: Free account audit with no obligation. If we can't find at least 20% waste in your current spend, we'll tell you to stay where you are.