Google Ads for Law Firms That Actually Generate Cases
We manage PPC campaigns exclusively for law firms.
Average 450% ROAS. Cost-per-lead reduced by 47% within 90 days.
94% of our clients stay with us long-term.
What's Included
Google Ads Campaign Management
Practice-area campaigns with tightly structured ad groups, keyword-to-landing-page alignment, and weekly performance reviews.
Google Business Profile Optimisation
Maximize local leads by syncing high-intent PPC campaigns with a fully optimized, authoritative Google Business Profile for your firm.
Geotargeted County Campaigns
Target the exact counties and zip codes your firm serves. Stop paying for clicks from areas you don’t work in.
Negative Keyword Management
200+ term negative lists built before launch. Blocks educational, job, and self-help searches that never convert.
Landing Page Optimization
Dedicated pages per practice area matched to ad copy. Converts at 40-80% higher rates than sending traffic to your homepage.
Ad Copy A/B Testing
Minimum 3 headline variants tested per ad group. We let data decide what works, not opinions.
Microsoft Ads (Bing) Campaigns
Older, higher-income demographics use Bing disproportionately. Often 30-50% lower CPCs than Google for the same keywords.
Bid Strategy Optimization
Smart bidding aligned to consultation conversions, not just clicks. Adjusted weekly based on actual case intake data.
PPC Campaigns We Manage by Practice Area
⚖️ Personal Injury
High-value contingency cases justify aggressive CPCs.
Target: “car accident lawyer [city]”, “slip and fall attorney near me”
Avg case value: $15,000–$150,000+
👨👩👧 Family Law
Time-sensitive situations; divorce, custody, restraining orders.
Target: “divorce attorney near me”, “child custody lawyer [city]”
Emotional urgency drives high intent and fast decisions.
🔒 Criminal Defense
Immediate legal need creates highest-intent searches.
Target: “DUI attorney [city]”, “criminal defense lawyer near me”
Speed of response is critical, campaigns optimized for call volume.
🏠 Estate Planning
Longer consideration cycle; content and remarketing campaigns.
Target: “estate planning attorney [city]”, “will and trust lawyer”
Display and YouTube ads work alongside search.
🏢 Business & Commercial Law
B2B targeting via LinkedIn layered with Google search.
Target: “business litigation attorney”, “contract dispute lawyer [city]”
🌍 Immigration Law
Emotionally charged, time-sensitive, and underserved by PPC specialists.
Target: “immigration attorney near me”, “green card lawyer [city]”
Why PPC for Law Firms?
The Problem Most Law Firms Face
The Agilitive Digital Difference
-
Paying $80 to $200 per click with no idea which clicks become cases
- Generalist agencies running the same campaign structure they use for dentists and plumbers
- Campaigns set live and left untouched for months while spend drains
- No connection between ad clicks and signed retainers in the CRM
- Every campaign built around practice area and case type, not the firm broadly
- Negative keyword lists of 200+ terms blocking irrelevant traffic before day one
- Weekly optimization reviews; not monthly, not quarterly
- Full attribution from first click to signed retainer via Clio, Lawmatics, or HubSpot integration
Law firm PPC is fundamentally different from advertising for other industries. The intent behind a legal search is immediate and urgent; someone typing “car accident lawyer near me” isn’t browsing, they need representation now. A single case can be worth $15,000 to $150,000 or more in contingency fees, which means even a $150 cost-per-click becomes profitable with the right conversion rate. But here’s what most agencies miss: Google’s Quality Score system rewards relevance. When your ad copy, landing page, and keyword perfectly align, Google reduces your cost-per-click by up to 50% compared to competitors bidding on the same keyword. That’s not marketing theory, it’s how the auction mechanics work. Managing that alignment across dozens of keywords and multiple practice areas requires legal marketing specialists, not generalists.
“96% of people seeking legal advice use a search engine as their first step.”
— Google Consumer Insights
How We Build Your Law Firm's PPC Campaign?
Step 1: Discovery & Audit
We audit your current campaigns (or competitors’ if you’re starting fresh), identify wasted spend, map your ideal case types, and define target geographies.
Step 2: Campaign Architecture
Separate campaigns per practice area. Keyword research targeting high-intent queries. 200+ term negative keyword list built from legal search data accumulated across $10M+ in managed spend.
Step 3: Ad & Landing Page Build
We write ad copy variants tested against your specific practice areas. Dedicated landing pages built or optimized per campaign, not your homepage.
Step 4: Launch & Conversion Tracking
Full conversion tracking via Google Analytics 4 and CallRail. Every phone call, form submission, and chat attributed to its source keyword.
Step 5: Weekly Optimization & Monthly Reporting
Search term reviews every week. Bid adjustments bi-weekly. Monthly report showing consultations generated, cost-per-lead, ROAS, and signed retainers; tied directly to revenue.
Performance Metrics
Average ROAS: 450%
Every $1 spent generates $4.50 in revenue
Cost Per Case: -47%
Average reduction in 90 days
Click-Through Rate: 8.2%
3x industry average for legal ads
Consultations Per Month: +183%
Average increase in qualified consultation volume within 6 months
Stop Guessing. Start Closing.
Get a free, no-obligation PPC audit of your current campaigns (or competitors’ campaigns if you’re starting from scratch). We’ll show you exactly where you’re losing cases and what it will cost to fix it.
What you get in your free audit:
- Full account analysis (or competitor analysis for new campaigns)
- Wasted spend breakdown by keyword and campaign
- Recommended campaign structure for your practice areas
- Realistic projection for consultations and cost-per-lead
- No sales pressure, just data