Law Firm PPC

In most markets, a single click on a competitive injury or criminal term costs more than a month of hosting. That economics only works if the account is disciplined about intent, geography and the quality of what happens after the click.

The three ways accounts leak money

Broad match on a legal keyword set pulls in job seekers, students, DIY researchers and people in other states. One account: one ad group, every practice area, traffic to the homepage. And no call tracking, so nobody knows which half of the spend produced anything. Fix those three and cost per case usually falls before a single bid is changed.

Why Google Ads and Local Services Ads need separate strategies

Local Services Ads sit above the ads and are billed per qualified lead rather than per click, which makes them attractive for high-volume consumer practice areas. Google Ads gives more control over message and landing page. The two compete for the same screen, so budget allocation has to be deliberate rather than accidental.

Compliance is part of the setup

Legal advertising rules vary by state and by bar. Claims about results, specialisation language and testimonial use all carry risk. We build the account and the landing copy to the firm's jurisdiction and defer to the firm's ethics counsel on anything ambiguous.

A great campaign pointed at a slow, generic page produces the same result as a bad campaign: no cases, and no clear reason why.

One page, one job

A landing page for “car accident lawyer Houston” should confirm the location, name the practice area, state what happens next, show how to call, and remove every other option. Navigation is a distraction on a paid page; the phone number is the product.

Speed and mobile

Most legal paid clicks are mobile and impatient. We measure LCP and interaction delay on the landing pages themselves, not just the homepage, and we keep the form short enough to complete one-handed.

Forms that qualify without interrogating

Name, phone, one line about what happened, and consent. Everything else belongs in the intake call. Long forms reduce volume and rarely improve quality enough to compensate.

Firms that only buy search pay for demand that already exists, which is why paid search is usually run alongside social media for lawyers and email marketing for attorneys — one reaches people before they search, the other keeps the inquiries that did not convert warm. Both are covered as separate services, as is the law firm content marketing that makes the landing pages worth the click. If the question is how the whole paid-and-organic mix should be sequenced, that is covered under law firm marketing.