Law Firms - PPC
Legal keywords are some of the most expensive in Google Ads. We build campaigns structured by practice area, write bar-compliant ad copy, and send clicks to landing pages designed to convert, not generic homepage traffic that wastes ad spend.
What we cover
Five pillars that keep legal ad spend efficient instead of just expensive.
Separate campaigns and ad groups for each practice area mean budget, bidding, and messaging can be tuned independently. A personal injury campaign and an estate planning campaign have completely different economics and shouldn't be managed as one blob.
Aggressive negative keyword lists filter out job seekers, students, and DIY researchers before they burn through your budget. High-intent terms like "[practice area] attorney near me" get priority bidding.
No guarantee language, no misleading comparative claims, and appropriate disclaimers where your bar requires them. Ad copy that converts and stays within ABA Model Rules 7.1-7.4 are not mutually exclusive goals.
Dedicated landing pages per practice area, matched to ad messaging, with a clear call to action and minimal distraction. Sending legal PPC traffic to a generic homepage is one of the most common ways firms waste ad spend.
Google Local Services Ads place a "Google Screened" badge next to verified attorneys at the very top of search results, often above standard PPC ads. We manage LSA setup, verification, and optimization alongside standard campaigns.
Dynamic call tracking tied to campaign and keyword-level data so you know which ads are producing consultations, not just clicks.
Monthly reporting focused on cost per qualified lead and consultation booking rate, the numbers that actually tell you whether a campaign is working.
Campaign structure
Bundling every practice area into one campaign is one of the most common mistakes in legal PPC. Here's how we separate them instead.
Personal injury
Tight geographic targeting and strict negative keywords to filter out non-serious inquiries before they consume budget.
Family law
Ad copy tuned for urgency without exploiting a difficult moment in a prospective client's life.
Estate planning
Retargeting plays a bigger role here, since prospects often research for weeks before reaching out.
Immigration
Campaigns and landing pages built in the languages your prospective clients actually search in.
Criminal defense
Round-the-clock bid scheduling, since arrests and urgent legal needs don't follow business hours.
Business law
Messaging aimed at business decision-makers rather than individual consumers, with different landing page structure.
Budget planning
Legal PPC costs vary enormously by practice area. Personal injury and mass tort keywords run far higher than estate planning or family law.
Branding / awareness
$500+
Per month, ad spend
Focused lead gen
$2,500-$6,000
Per month, ad spend
Multi-practice lead gen
$6,000-$15,000
Per month, ad spend
Competitive / high-volume
$15,000+
Per month, ad spend
Ad spend and management fees are separate. Management fees are scoped based on the number of campaigns, practice areas, and the level of ongoing optimization your account needs.
Send us your project and we'll scope it straight -- no pushy sales.
Getting started
If you have an existing Google Ads account, we audit it for wasted spend and structural issues. If not, we build your account from scratch with proper conversion tracking from day one.
We identify the highest-intent keywords for each practice area you want to target, along with a realistic view of what competitors are bidding and spending.
Dedicated landing pages go live for each practice area campaign, matched to ad messaging and built to convert the specific click you paid for.
Campaigns go live and we monitor closely during the first 30-60 days, adjusting bids, keywords, and ad copy based on real performance data.
Why PPC alone isn't enough
PPC campaigns perform best when they point to purpose-built landing pages on a fast, well-structured website, not a slow site that undoes the value of every click you paid for.
Google's Quality Score considers landing page experience and site relevance, not just the ad itself. A weak website drives up your cost per click across every campaign.
SEO takes months to show results. PPC can generate leads immediately while your organic rankings and content library build toward a lower-cost, more durable channel.
Visitors who don't convert on the first visit can be brought back through retargeting, extending the value of every dollar spent on the initial click.
A note on transparency
Your Google Ads account stays in your name, under your ownership, for the full life of the engagement and after. We manage it on your behalf, but you always have full visibility into spend, performance, and account settings. There's no lock-in and no hidden markup buried in ad spend.
Deeper reads pulled from our blog, all written with law firms in mind.
Good to know
Legal keywords, especially personal injury and mass tort terms, are among the highest-value clicks in any industry because a single case can be worth a significant fee to the winning firm. That competition drives cost per click up. It also means wasted clicks from unqualified traffic are more costly than in almost any other industry, which is why tight negative keyword lists and precise targeting matter so much.
Standard Google Ads are keyword-targeted text ads you bid on and pay per click. Local Services Ads require a background check and licensing verification, display a "Google Screened" badge, and typically appear above standard ads and organic results. Most firms benefit from running both, since they capture different parts of the search results page.
Every ad we write is checked against ABA Model Rules 7.1-7.4 before it goes live. That means no outcome guarantees, no misleading comparisons to other firms, and appropriate disclaimers on any specific case results referenced. We'll also flag anything specific to your state bar's advertising rules once you share them with us.
Campaigns typically go live within 2-3 weeks of kickoff, covering account setup, landing page build, and ad approval. Initial leads often start within the first month, though optimization over the first 60-90 days usually improves cost per lead significantly as we gather performance data and refine targeting.
Ad spend goes directly to Google and is billed separately from our management fee. We recommend and help you set your budget, then manage bidding, targeting, and optimization within it. You always retain visibility and control over your Google Ads account.
Still have questions? We're happy to answer them, let's connect.
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Tell us about your project and we'll take a look. No pushy sales, no wasted calls.