PPC for lawyers that lowers your cost per signed case
Legal keywords can cost a lot per click, so precision matters. We build Google Ads by practice area and location, block wasted searches and optimise for cases, not calls alone.
What our Google Ads for law firms cover
Practice-area campaigns
Separate campaigns and budgets for each case type you want.
Local Services Ads
Google Verified ads where available, paid per lead and shown above search ads.
Wasted-search control
Excluding free legal advice, law school, jobs and out-of-area searches.
Call and intake tracking
Calls tracked and matched to consultations and signed cases.
How we run Google Ads for lawyers
Precision first, then scale.
Research
We size search demand and cost per click for each practice area in your area.
Build
Tight campaigns, call assets, Local Services Ads where eligible, and intake-ready landing pages.
Optimise
Weekly search-term reviews and budget shifts towards the cases that pay.
Google Ads options for law firms
| Campaign type | How you pay | Best for |
|---|---|---|
| Local Services Ads | Per lead | Firms that pass Google screening, in supported countries and practice areas |
| Search ads | Per click | Precise control by practice area, keyword and location |
| Performance Max | Automated | Firms with strong intake tracking and enough conversions |
Why lawyer PPC gets expensive, and how to control it
Many firms bid on the same few searches, especially in personal injury. Costs fall when campaigns are tightly themed, ads match the search, landing pages convert, and bidding learns from signed cases instead of every phone call. Answering calls quickly matters too: an unanswered call is a paid lead lost.
Immigration, family, criminal and more
We build separate campaigns for each practice area, with their own keywords, ads and pages. That is how we keep cost per case under control and give you clear reporting on which areas pay.
A PPC structure for law firms
| Campaign | Purpose |
|---|---|
| Practice area Search campaigns | One per practice area, each with its own ads, budget and landing page |
| Brand campaign | Protect your firm's name from competitors bidding on it |
| Local Services Ads | Pay-per-lead listings with the Google Verified badge, where available |
| Remarketing | Stay visible while people compare firms |
Making every legal lead count
- Track calls properly: most legal leads phone, so we track call length and source.
- Answer fast: people often call the next firm if no one picks up.
- Score leads: your intake team marks each lead as a potential case or not.
- Import signed cases: so Google bids for searches that become cases, not just calls.
Ad copy rules for lawyers
We avoid guarantees, unverifiable "best" claims and anything your state bar restricts, and you approve every ad before it runs. Google also requires ads to be accurate and not misleading, which aligns with most bar rules.
Frequently asked questions
How much do Google Ads cost for lawyers?
Legal clicks are among the most expensive in Google Ads, especially for personal injury. Costs vary by practice area and city. We estimate cost per click and per case in the free audit.
What is a law firm PPC agency?
An agency that manages pay-per-click advertising for lawyers: keywords, ads, budgets, Local Services Ads, call tracking and landing pages, optimised for signed cases.
Are Local Services Ads worth it for lawyers?
Often yes, where available. You pay per lead rather than per click and appear above regular ads, but you need to pass Google's screening.
Can you track which ads bring signed cases?
Yes. We connect call tracking and your intake or case management data, so we can see which campaigns bring consultations and signed cases.
What is PPC for lawyers?
Pay-per-click advertising, mainly Google Ads, where a law firm pays when someone clicks its ad for searches such as a practice area plus a location. It is managed for signed cases, not just clicks.
Do lawyers need to approve the ads?
Yes. Because bar rules vary, you approve all ad copy before it runs, and we avoid guarantees and restricted claims.
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