Law Firm Marketing Agency That Counts Signed Cases
Legal clicks are some of the most costly on Google. We split your ads by practice area and judge them by the cases your intake team signs.
What legal clicks and leads cost on Google
Medians from WordStream 2026 Google Ads benchmarks, 13,474 US search campaigns.
Personal injury and estate planning are different markets
Think of a crash victim, a parent in a custody fight, a man arrested last night and a couple writing a will. They all search in very different words. They also bring very different fees. So each practice area gets its own campaign, budget and cost goal. If they share one, Google spends on whatever is cheapest to win. That is rarely your most valuable work.
We build keywords around the situation, not the job title. “Hit by uninsured driver” beats “attorney.” “DUI arrest what to do” beats “criminal law.” And we show ads only where you are licensed and take cases.
Searches that look legal but never hire a lawyer
At $9.87 a click, bad searches hurt fast. Law students look up statutes. Paralegals hunt for jobs. People want a free will form or a sample demand letter. Some want to sue a lawyer, not hire one. We block these with a negative keyword list built for your practice areas. We also read your search terms report every week.
Then we look at the leads that got through. Wrong numbers, spam forms and calls about cases you do not take all get marked. The next round of bidding learns from those marks.
Our Services
What we run for law firms, from first click to signed retainer
Google Ads by practice area
• Search campaigns per practice area
• Remarketing for slow deciders
• YouTube and Display, when they fit
• Performance Max, used with care
• Account audits for law firms
Intake tracking and management
• Call tracking and call recording
• Form and call conversion tracking
• Signed cases imported as results
• Negative keyword management
• Weekly and monthly reports
• Account build and support
Practice area landing pages
• One page per practice area
• Designed in Figma
• Built in Unbounce
• Click to call on mobile
• Heatmaps and A/B tests
We judge your ads by retained clients
Most people who need a lawyer pick up the phone. So we track every call from your ads, and call recording lets us hear what happened. Your intake team grades each lead: good case, wrong practice area, no case or spam. The grade counts. The ring does not.
When a client signs, that result goes back into Google Ads as an offline conversion. Bidding then hunts for people who hire you, not people who just dial. Your report shows cost per signed case for each practice area, so you can see which ads pay their way.
Ad text your state bar can live with
Your state bar’s rules on lawyer advertising cover a Google ad just like a billboard. Some states have rules on words like “specialist” and on claims about past results. We write plain ad text with no promised outcomes. You approve every line before it runs, because the license on the line is yours.
Google also offers Local Services Ads for lawyers. They show above regular ads and charge per lead, not per click. Many firms run them next to Search, so we plan your Search budget with them in mind.
Can you name the ad behind your last signed case?
If not, that is where we start. We match your recent signed cases to the ads, calls and forms that brought them in, then fix the gaps.
What we do that a generalist will not
Three habits that matter more in legal than in most fields.
We look at intake before we touch bids
Who answers the phone? How fast? What happens after hours? A missed call throws away a lead that typically costs $131.63. If intake is where cases slip away, we will tell you that in plain words.
We set a cost limit for each practice area
Take your average fee and the share of leads that sign. Together they tell you the most a lead can cost. We do this math for each practice area, then hold each campaign to its own number.
We have rebuilt a law firm account before
A US immigration firm came to us with one broad campaign, no negative keywords and no call tracking. After the rebuild, its cost per lead fell from $124 to $44.51, and it held three years later.
What managing partners ask us first
How much should our firm spend on Google Ads each month?
Start from the cases you want, not a round number. Take the cases you need, divide by the share of leads you sign, then multiply by your cost per lead. A typical legal lead costs $131.63, so a budget for every practice area adds up fast. We often start with one or two areas and grow what works.
Can you record our intake calls, and is that allowed?
Yes, call tracking can record calls, and the line can play a short notice first. Some states require everyone on the call to agree to a recording. Check which rule applies to your firm. The recordings show us which ads bring real cases and which bring noise.
Will our ads follow our state bar's advertising rules?
Yes, and you have the final word. State bar rules on lawyer advertising apply to Google ad text too. We avoid promised outcomes and loose claims, and nothing goes live until you approve it. If your bar requires certain wording, we build it into the ads.
Should we use Local Services Ads, regular Search ads or both?
For many firms, both. Local Services Ads charge per lead and show above other ads, which helps when a click costs $9.87. Search gives you more control over practice areas, keywords and landing pages. Our comparison of Local Services Ads and Google Ads explains which to start with.
Who owns the account and the data if we part ways?
Your firm should. The account belongs in your firm’s name, with your agency added as a manager you can remove. Then the campaigns, the history and the conversion data stay with you if you leave. Get that in writing from any agency, us included. You never have to start over because you changed agencies.
More reading for law firm owners
Want to check our thinking before you call? Start with these.
- Our full guide to Google Ads for lawyers: costs by practice area and the math per case
- The US immigration law firm case study: what we fixed first, and what changed
- How to set up conversion tracking: calls, forms and offline imports
- Why negative keywords matter in PPC: blocking searches that never hire
- how we manage Google Ads accounts: the service behind this page
- landing pages built for intake: one page per practice area
Our Technologies
We have expertise across leading platforms.
Find out what a signed case really costs your firm
Give us read access to your Google Ads account. We will show you where calls drop off, which practice areas pay, and what we would change first.
