PPC FOR LAW FIRMS
Local Service Ads, Google Ads, and negative keyword strategy built for law firms. We optimize for signed retainers, not clicks, not leads, not form-fills. Retainers.
5× GOLDEN GAVEL WINNER · 16× GOLDEN GAVEL FINALIST · AVVO 10/10 · SUPER LAWYERS RECOGNIZED · BAR COMPLIANT IN ALL CLIENT STATES
Where Others Miss
We've watched generic shops put firms one ad away from an ethics complaint. We built our playbook reading the codes, by state, by practice area, line by line. Compliance isn't where we end the brief. It's where we start it.
Your best intake channel is getting thinner every year. The firms still growing have built an owned pipeline (search, content, paid, brand) that doesn't depend on someone else's Rolodex.
PI in your market is a cost-per-click bloodbath. The way out isn't more budget. It's sharper creative, smarter negatives, and landing pages that convert the clicks you've already paid for.
What's included
Each piece supports the others. None of it works on its own.
Your ad appears the moment someone searches for the help you offer. We make sure your budget goes to real prospects, not wasted clicks, from the first month.
The verified ads that sit at the very top of Google, where you pay for an actual lead, not just a click. We handle the setup, your reviews, and disputing any bad leads.
Ads on Facebook, Instagram, and TikTok that put your firm in front of the right people and bring back the ones who already visited your site, with tracking that respects their privacy.
Video and banner ads on YouTube and across the web that keep your firm familiar, so when someone needs you, you are the name they already know. We cap how often each person sees it, so it never feels like nagging.
The Process
We review the last 90 days of your ads and pinpoint where money is leaking, where tracking is broken, and how much we can win back. You see the number before we start.
We rebuild your ads around what people are really searching for, send them to pages made to convert, and set up tracking you can trust, then put it all live.
We watch the searches triggering your ads, adjust what you pay, and rotate the ads, moving budget each week toward whatever is actually bringing in clients.
Once the math is solid and each new client costs less than they are worth, we put more behind the winners and expand carefully. We never pour money into something losing it.
Why Us
Most agencies chase clicks and form submissions because they are easy to count. But a form fill is not money in the bank. We feed your actual signed clients and booked consults back into Google, so it learns to find more people who hire you, not just people who fill out a form.
By default, Google shows your ad on loosely related searches, which burns a big chunk of your budget on people who will never hire you. We set yours to show only when the search closely matches what you do. That tightening alone usually saves 20 to 40 percent.
You can tell Google which searches to never show your ad on, like "free," "do it yourself," or "jobs." Most agencies set this once and forget it. We review the actual searches every week and block dozens to hundreds more, so your money stays on people ready to hire.
Sending ad clicks to your homepage is like making every visitor wander the lobby to find the right door. We send each click to a page that matches the exact ad they clicked, with the same promise and proof, and we keep testing it so it converts better over time.
Most agencies report one total spend and one total lead count, which hides the truth: usually a handful of searches drive nearly all your real clients and the rest waste money. We show you the return on each one, so you know exactly what to grow and what to switch off.
Want the numbers first? Read our attorney PPC advertising guide for 2026 benchmarks, budgets and campaign structure.
Questions
Most firms see their cost per new lead drop 20 to 40 percent within the first two months, just from fixing what was set up wrong. Real growth usually takes three to four months, once we have clean numbers to act on.
Free audit · No obligation
We’ll read your current setup the way a prospect would and tell you the three things we’d change tomorrow. No sales pitch, just the numbers.