Legal keywords are the most expensive in Google Ads. We engineer campaigns that turn those high-cost clicks into signed cases, not wasted spend. Every dollar is tracked from click to consultation to retainer.
Legal advertising is the most expensive vertical in Google Ads. Without expert management, you are bleeding budget on clicks that never convert to signed cases.
Keywords like "personal injury lawyer near me" cost between $50 and $150 per click. "Car accident attorney" regularly exceeds $200 per click in competitive metros like Los Angeles, Chicago, and New York. A single month of poorly managed Google Ads can burn through $15,000 to $50,000 with nothing to show for it.
This is not a market where you can afford trial and error. Every wasted click at $75 or $100 is money that could have generated a signed case worth $5,000 to $500,000 in legal fees. Law firm PPC demands precision management from day one.
Generic PPC agencies treat legal campaigns the same way they treat ecommerce or SaaS. They bid on broad match keywords, write generic ad copy, and send traffic to your homepage. The result is a cost-per-lead that makes Google Ads look unprofitable when the real problem is execution.
Competitors and bots account for up to 25% of clicks on legal keywords. Without click fraud protection, a quarter of your budget is wasted before a single prospect sees your site.
People searching "how to file a lawsuit" are not ready to hire an attorney. Without precise keyword targeting and negative keyword lists, you pay for research traffic that will never convert.
Sending $100 clicks to a generic homepage that lacks trust signals, clear intake forms, and practice-area specificity results in conversion rates below 3%. Optimized legal landing pages convert at 10-15%.
A four-phase system designed to minimize wasted spend and maximize signed cases from your PPC investment.
We reverse-engineer your competitors' Google Ads campaigns to identify which keywords they bid on, what ad copy they run, and where their landing pages convert. This intelligence shapes our strategy from day one instead of starting blind.
We build campaigns structured by practice area, case type, and geography. Each ad group contains tightly themed keywords with dedicated ad copy and landing pages. This structure delivers Quality Scores above 8, reducing your cost-per-click by 20-40%.
Campaigns launch with conservative budgets and precise geo-targeting. During the first 30 days, we optimize bids hourly, add negative keywords daily, and A/B test ad variations. Once cost-per-lead targets are hit, we scale budget into winning campaigns while continuously pruning underperformers.
Reverse-engineer competitor campaigns. Identify winning keywords, ad copy, and landing page strategies to build intelligence-driven campaigns from day one.
Build campaigns structured by practice area, case type, and geography. Tightly themed ad groups with dedicated copy and landing pages deliver Quality Scores above 8.
Conservative launch with precise geo-targeting. Hourly bid optimization, daily negative keyword additions, and A/B testing establish baseline performance within 30 days.
Scale budget into winning campaigns. Expand practice areas, test Google Local Services Ads, and introduce remarketing. Monthly reporting ties every dollar to leads and cases signed.
We will analyze your current campaigns, identify wasted spend, and show you exactly where the opportunities are. No obligation, no pressure.
Every engagement includes the full stack of PPC management services. No hidden fees. No a la carte upsells.
We handle everything from keyword research and ad copy to landing page optimization and call tracking. Complete campaign architecture organized by practice area and case type, with keyword research across 200-500 terms and negative keyword lists of 1,000+ irrelevant terms.
Legal-specific ad copy that communicates authority, urgency, and differentiators within Google's character limits. Multiple variations per ad group with continuous testing of headlines, descriptions, and calls-to-action. Responsive search ads, sitelink extensions, callout extensions, and call extensions with tracked phone numbers.
Complete campaign architecture organized by practice area and case type. Includes keyword research, competitor gap analysis, geo-targeted configuration, and full conversion tracking with call tracking setup.
Legal-specific ad copy that communicates authority, urgency, and differentiators. Multiple variations per ad group with continuous headline, description, and CTA testing.
Dedicated landing pages built for each practice area. Trust signals, clear intake forms, click-to-call buttons, and urgency elements that drive conversion rates above 10%.
Continuous bid optimization using automated rules and manual oversight. Call tracking with recording provides data on which keywords generate phone inquiries and whether they convert to consultations.
Attorney advertising is regulated by state bar associations. Violations can result in disciplinary action, fines, or disbarment. We build compliance into every campaign from the start.
Every ad, landing page, and extension undergoes a compliance review before launch. We maintain a compliance checklist for each state's specific bar rules and update it as regulations change. Our team stays current on ABA Model Rules of Professional Conduct Rule 7.1 through 7.3, which govern lawyer advertising, solicitation, and communication about legal services.
We also monitor state-specific ethics opinions that interpret these rules for digital advertising contexts. What is permissible in Texas may violate New York's advertising rules. Florida requires a disclaimer on all attorney advertisements. California prohibits guaranteed results language. New York restricts the use of certain testimonials.
We track the advertising rules for all 50 states and apply the appropriate compliance framework based on where your firm practices and where your ads display. Our compliance process does not slow down campaign launches. We maintain pre-approved templates that allow us to launch compliant campaigns within 5-7 business days of onboarding.
Ticket Crushers Local Rankings
Cruz Gold Rankings for "Immigration Lawyer New Jersey"
Vernsten Law Rankings for "Divorce Lawyer Rockford"
PPC works best as part of a comprehensive digital strategy. Explore our other services for law firms.
Full-service digital strategy combining SEO, PPC, content, and social media into a unified growth engine for your practice.
Learn MoreOrganic search visibility that compounds over time. Rank for high-value practice area keywords without paying per click.
Learn MoreConversion-focused website design for law firms with fast load times, mobile optimization, and attorney-specific trust signals.
Learn MoreDominate the Google Map Pack in your jurisdiction with optimized GBP, citation management, and local content strategy.
Learn MoreLinkedIn thought leadership, Facebook community engagement, and social proof strategies that complement your PPC campaigns.
Learn MoreEnsure your firm is cited in ChatGPT, Perplexity, Google AI Overviews, and other AI-powered search experiences.
Learn MoreSchedule a 45-minute call where we analyze your current Google Ads campaigns, identify wasted spend, and map out a strategy to lower your cost-per-lead. No obligation, no pressure.
We only take on a limited number of clients per vertical to maintain quality. Check if your market is still available.
PPC delivers leads from day one, unlike SEO. However, the first 30-60 days are an optimization phase where we refine keywords, ad copy, bids, and landing pages. By month 3, campaigns typically hit target cost-per-lead metrics. Full optimization with the lowest possible cost-per-signed-case usually occurs by month 4-6 as we accumulate enough conversion data to make algorithmic bid strategies effective.
Both channels serve different functions and work best together. PPC generates immediate, predictable lead flow that you can scale up or down monthly. Law firm SEO builds long-term organic visibility that compounds over time. We recommend PPC for firms that need leads now while investing in SEO for sustainable growth. Most of our clients run both simultaneously.
We deploy third-party click fraud detection software that identifies and blocks invalid clicks from bots, competitors, and click farms in real time. This typically saves our legal clients 15-25% of their ad budget. We also configure IP exclusions, set up device-level blocking, and monitor click patterns for anomalies. Google refunds some invalid clicks, but their detection catches only a fraction of what specialized tools identify.
Yes. Google Local Services Ads appear above traditional search ads and operate on a pay-per-lead model instead of pay-per-click. LSAs are particularly effective for practice areas like family law, criminal defense, and estate planning. We manage the entire LSA setup including Google Screened verification, profile optimization, review management, and lead dispute processes. Most of our law firm clients run both LSAs and standard Google Ads simultaneously.
We track every touchpoint: form submissions, phone calls (with dynamic number insertion), chat conversations, and email clicks. Call tracking includes recording so you can evaluate lead quality. We integrate with your intake software or CRM when possible so we can track leads from click to signed case. This closed-loop tracking lets us optimize campaigns based on actual case signings, not just lead volume.
Absolutely. We build separate campaigns for each case type so you can control budget allocation precisely. If your personal injury firm wants more truck accident cases and fewer slip-and-fall cases, we allocate budget accordingly. Each case type gets its own keyword set, ad copy, and landing page. This allows you to pursue the most profitable case types aggressively while maintaining baseline visibility for others.
Three things. First, we measure success by cost-per-signed-case, not cost-per-click or cost-per-lead. This aligns our incentives with yours. Second, we build compliance into campaigns from day one, not as an afterthought. Third, we own the full funnel from keyword to landing page to call tracking, so there are no gaps where leads fall through. We also provide complete transparency: you own your Google Ads account, your data, and your call recordings. If you leave, everything stays with you.