Practice area campaigns
Budget and keywords by area of law, so high-value work is not starved by cheap inquiries.
/INDUSTRIES / LEGAL / ADVERTISING
Law Firm PPC Management
Law firm PPC for practices that want consultations from people searching for a lawyer now: Google Ads campaigns by practice area, with call tracking and spend focused on the cases you want.
Legal clients search in moments of urgency or stress. The firms that show up with clarity, authority, and proof of expertise win the consultations.
/01
THE SITUATION
Legal keywords are among the most expensive in search advertising, and many clicks come from people who need free advice, another type of lawyer or a firm in another city. Most new clients call rather than fill in forms, so an account that tracks only forms cannot tell which campaigns bring work.
/02
WHY IT MATTERS
With expensive clicks, a few weeks of broad targeting can spend a large budget on inquiries the firm cannot take. Platform rules for legal services and the advertising rules of each bar also limit what ads may promise, and disapproved ads stop campaigns at the worst moment.
/03
HOW WE APPROACH IT
We build campaigns per practice area and location, with negative keywords for free advice, jobs and areas you do not handle. Calls are tracked from ads and from the site, the intake team marks which ones became consultations, and the budget follows the areas that bring retained matters.
/WHAT YOUR BUYERS RESPOND TO
People who click on law firm ads usually want one of these.
- A lawyer for a specific problem in their city
- A free or fixed-price first consultation
- Urgent help, such as after an arrest or an accident
- A specialist for a business or cross-border matter
- A firm that speaks their language
- SEO
- Advertisingyou are here
- Development
- Hosting
/WHAT THE WORK COVERS
Call tracking
Calls from ads and from the site matched to campaigns and keywords.
Policy-safe ads
Ad copy written within platform rules for legal services and your regulator's limits.
Conversion tracking
Every campaign reports leads or sales, checked against your CRM or store data before we optimize anything.
Weekly optimization
Search terms, bids, audiences and ads reviewed every week, with changes logged so you can see them.
/CHANNELS WE USE AND WHY
- /01
Google Search
The main channel for people who need a lawyer now.
- /02
Call ads
Call-first formats on mobile, where many legal inquiries start.
- /03
Remarketing
For business clients who compare firms over several weeks.
- /04
LinkedIn
For commercial practices that target in-house legal teams and executives.
/HOW LONG IT TAKES
/01
Tracking and structure
In the first two weeks we fix conversion tracking and rebuild the account around what you sell.
/02
Weekly optimization
Search terms, bids, audiences and creative are adjusted every week against cost per lead or sale.
/03
Scale what pays
Budget moves to the campaigns that bring buyers at an acceptable cost, in steps you can follow.
/FAQ
With tight targeting by area and location, strong negative keyword lists and ad schedules set to the hours your team can answer. Judging campaigns on consultations, not clicks, also moves budget away from the wrong searches quickly.
No. A simple status per inquiry, recorded by your intake team, is enough to see which campaigns bring consultations and retained matters.
Yes, with separate campaigns per jurisdiction, because platform rules, regulator limits and the cost of clicks differ between them.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
No. Ad spend goes directly from your account to Google, Meta or LinkedIn. Our management fee is a separate line, scoped to the work the account needs, not a percentage of spend.
LET'S REVIEW YOUR LAW FIRM AD ACCOUNTS
Give us read access to your Google Ads account and last quarter's inquiries. We will show you which practice areas the budget really buys.
REQUEST A LAW FIRM PPC AUDIT
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