Paying for the wrong searches
Broad keywords quietly spend money on job seekers, students and people looking for free help.
GOOGLE PPC FOR LAWYERS
Google Ads Is the Most Expensive Room in Legal Marketing
Legal keywords are some of the most expensive on Google, and the biggest firms are bidding against you every day. Eric Bersano helps attorneys understand where their ad budget goes and whether it's buying cases or just clicks.
What Google Ads can, and can't, do for a law firm
Pay-per-click advertising puts your firm at the top of Google the moment someone searches, and you pay each time they click. It's the fastest way to generate calls. It's also the fastest way to waste money, because every mistake is billed by the click.
I've managed and overseen paid search for local boutique firms and national advertisers. Today I help firms understand what a healthy campaign looks like, judge whether their agency is getting results, and decide how paid search fits alongside everything else.
WHERE FIRMS GO WRONG
Where law firm ad budgets disappear
No link to signed cases
Without call and form tracking, nobody can say which ads produced clients.
Sending clicks nowhere useful
Expensive traffic lands on a generic home page instead of a page built to earn the call.
An agency black box
If you don't own your ad account or can't see where money goes, you can't judge the work.
WHAT ERIC EVALUATES
The questions I help you answer
What is a lead really costing you?
Your true cost per call, consultation and signed case, not just cost per click.
Are you bidding on the right searches?
Whether your keywords and exclusions match the cases you actually want.
What happens after the click?
Whether your landing pages and intake turn expensive clicks into consultations.
Do you own your account and data?
Who controls your ad account, your history and your tracking.
Is your agency earning its fee?
An objective review of management fees, reporting and results.
How much should you spend?
A realistic budget for your market and practice area, and when to grow it.
HOW ERIC HELPS
Expertise first, then the right team
A direct conversation
We talk through your practice areas, your market and what you're spending today.
An honest assessment
I review your campaigns and reports and explain plainly where the money is going.
The right specialists
If you need a new partner, I can introduce you to vetted paid search specialists who fit your firm.
FAQ
Google Ads questions from law firm owners
Does Eric manage Google Ads campaigns?
No. Eric is a consultant, not an agency. He helps you understand your campaigns and evaluate the people running them, and he can introduce vetted specialists when you need a provider.
How much should a law firm spend on Google Ads?
It depends on your market, practice area and how many cases you can handle. In competitive personal injury markets, a budget that's too small simply loses every auction. A good plan starts with the cost of a signed case, not a monthly number.
Why are legal keywords so expensive?
Because a single case can be worth a great deal, and large firms with national budgets bid aggressively for the same searches you want.
Should we own our Google Ads account?
Yes. Your account holds your history and data. If you part ways with an agency, you should keep it.
What's the difference between Google Ads and Local Services Ads?
Google Ads charge per click and give you more control over keywords and messaging. Local Services Ads charge per lead and appear above them with a Google Screened badge. Many firms run both.
WORK WITH ERIC
Talk with Eric about your ad spend
Tell Eric what you're spending and what you're getting, or invite him to present to your bar association.