Paying for the wrong searches
Without negative keywords, ads show for "free legal advice", "paralegal jobs" and "law school".
GOOGLE PPC FOR LAWYERS
Google Ads for Lawyers That Pay for Themselves
Pay-per-click campaigns managed for signed cases, not clicks, with every call and form tracked back to the keyword that produced it.
Get a Free Google Ads AuditWhat is Google PPC for lawyers, and who is it for?
Pay-per-click (PPC) advertising puts your firm at the top of Google search results, and you pay only when someone clicks your ad. Legal keywords are some of the most expensive on Google, and personal injury clicks can cost more than $100 each, so careful management decides whether ads make money or waste it. PPC is for firms that want new leads within weeks and have a budget for steady testing.
PROBLEMS WE SOLVE
Where law firm ad budgets disappear
No conversion tracking
The account optimizes for clicks because it can't see which calls became clients.
Sending traffic to the home page
Expensive clicks land on a general page instead of one built for that case type.
Agency black box
You don't own the account or can't see what you're paying in management fees versus ad spend.
WHAT'S INCLUDED
Complete Google Ads management
Account audit or build
Campaign structure by practice area and location, in an account you own.
Keyword and negative keyword strategy
Targeting high-intent searches and blocking the ones that waste money.
Ad copy and extensions
Compliant ads with call, location and sitelink assets.
Landing pages
Fast, focused pages for each case type, built to turn clicks into calls.
Call and form tracking
Every lead tracked to its keyword, with intake outcomes fed back when possible.
Weekly optimization and monthly reports
Bids, budgets and search terms reviewed weekly, with cost per lead and per signed case.
HOW IT WORKS
How we run your ads
Audit
We review your current account or market and estimate realistic costs per lead.
Launch
Tracking first, then tightly targeted campaigns and landing pages.
Optimize
We move budget toward the keywords and ads that produce signed cases.
CLIENT RESULTS
What attorneys say
“Eric gave our firm the marketing leadership we were missing. For the first time we have a clear plan, real accountability and numbers we can trust.”
FAQ
Google Ads questions from law firm owners
How much should a law firm spend on Google Ads?
It depends on your practice area and market. A useful approach is to work back from your target cost per case: if a click costs $60 and 1 in 10 clicks becomes a lead, each lead costs about $600. We give you a realistic estimate before you spend anything.
Why are legal keywords so expensive?
A single case can be worth thousands to hundreds of thousands of dollars, so many firms compete for the same searches. That's why tight targeting and conversion tracking matter so much in legal PPC.
How quickly will we get leads?
Usually within the first week or two of launch. The first 60 to 90 days are spent finding which keywords and ads bring the best cases at the best cost.
Do we own our Google Ads account?
Yes. The account, data and landing pages belong to your firm. If we ever part ways, you keep everything.
What's the difference between Google Ads and Local Services Ads?
Google Ads charges per click and gives you full control over keywords and ads. Local Services Ads charge per lead, appear above regular ads and carry the Google Screened badge. Many firms run both.
GET STARTED
Get your free Google Ads audit
We'll show you where your ad budget goes and how much of it is wasted.