🇺🇸 United States · Law Firms

PPC for law firms in the US

Legal PPC punishes loose accounts. With some of the highest click costs on Google, every irrelevant search term and missed call costs real money. Google Local Services Ads for lawyers can sit above standard search ads in many US cities, which makes them worth testing alongside regular PPC.

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What PPC for law firms involves

  • Campaigns split by practice area and case value so budgets follow the most profitable work
  • Large negative keyword lists (e.g. "jobs", "salary", "free", "school") maintained weekly
  • Call tracking and offline conversion imports from your intake or case-management system
  • Ad copy reviewed against your advertising rules before launch
  • Local Services Ads and Microsoft Ads where they lower blended cost per case
  • Dedicated landing pages per practice area with a clear consultation call to action

Built for the rules in the US

Relevant bodies: State bar associations, ABA Model Rules 7.1–7.3 (adopted state by state).

  • Lawyer advertising rules are set by each state bar; some states require labels such as “Attorney Advertising” on certain communications.
  • Statements about past results usually need context or disclaimers so they are not misleading.

How we work

  1. 01

    Account audit

    Search terms, match types, negatives, tracking and wasted spend. We show you exactly where budget is going on searches that never become clients.

  2. 02

    Tracking first

    GA4, offline conversion imports and call tracking so bidding optimizes for leads that become clients.

  3. 03

    Campaign build

    Tightly themed campaigns by service and location, with ad copy that meets advertising rules in your profession and market.

  4. 04

    Landing pages

    Fast, focused pages for each campaign theme, A/B tested.

  5. 05

    Weekly optimization

    Bids, budgets, negatives and creative reviewed weekly; monthly reporting on cost per lead and lead quality.

Related pages

Frequently asked questions

Why is legal PPC so expensive?

A single case can be worth thousands or more to a firm, so competitors bid aggressively. That makes tracking and lead quality, not raw click cost, the numbers that matter.

What budget do I need?

It depends on your market’s click costs. Legal and financial clicks are among the most expensive on Google, so we model a starting budget from your target cost per lead before launch.

Can you take over an existing account?

Yes. We audit it first and keep the history intact. Rebuilding from scratch throws away useful conversion data.

PPC for law firms: get a proposal

Tell us about your firm, your markets and your goals, and we’ll come back with a clear plan and next steps.

Get a proposal