Legal sits at the expensive end of Google Ads, so a sloppy account here does not bleed slowly. One loose keyword can spend a day's budget on people hunting for a power of attorney form. We build the account practice area by practice area, write the ads with your state bar's advertising rules in mind, and measure calls instead of clicks. The management fee is flat, quoted after a free consult, and never a cut of what you spend.
Book a free consultation →Legal keywords are among the most expensive in Google Ads. One click on a personal injury term in a large metro can cost more than a whole day's budget in most other industries, so a badly built law firm account does not fail slowly. It fails in a week.
Paid search is a stack of small, unglamorous jobs, and each one wastes money faster here than in most industries.
What we cannot control: what a competitor bids, what Google charges on a given Tuesday, whether the phone gets answered, and whether the caller has a case. We manage what is manageable and stay straight about the rest. The Google Ads hub covers the channel more broadly.
Two numbers decide whether an account works, and most firms have never set either one next to a cost per click: what a signed matter is worth, and what share of callers become one.
Legal has an unusually wide gap between a phone call and a client, especially on the contingency side. Plenty of calls are unqualified for reasons unrelated to the ad: no injury, the wrong state, a statute that already ran, or someone who signed elsewhere yesterday. Cost per call is a comfortable number to report. Cost per signed matter is the one that decides.
That is a conversation we would rather have before you hire us than three months in. On the consult we pull real click prices for your market and practice areas, then give you an honest floor: the number below which there is not enough traffic to manage an account sensibly. If your market does not clear it, we say so and point you toward SEO for law firms or local SEO for law firms instead.
A firm's ads sit inside two rule sets that do not defer to each other: Google's advertising policies, and the advertising rules of every state bar the firm is admitted in.
Landing pages carry the same weight. If a chat widget sits on one, it must not improvise about a case. We build scripted concierges instead of open-ended bots, the same approach behind a scripted chat concierge we built for a Marco Island boat-tour company, answering guest questions across roughly 500 pages with owner-approved answers only. On a law firm landing page, that constraint is the point, and those get built as custom tools.
Most ads management sold to law firms is one of two things: a percentage of spend, or a bolt-on from a directory platform that also rents you your profile. In the most expensive keyword category on Google, a vendor paid a slice of your budget earns more every time they talk you into raising it.
If the site itself is the weaker link, start at websites for law firms. Law firm marketing is the longer read on where paid search sits among everything else.
Four steps, in this order, every time.
There is no published fee for ads management here, and that is deliberate rather than coy. Two models are common in this industry: a percentage of your ad spend, or a flat monthly fee regardless of budget size. We use the flat model and quote it after the free consult, once we know how many practice areas, campaigns, and states the account covers. Your ad budget stays separate, goes to Google on the firm's own card, and is never marked up.
For the neighboring work, the published numbers apply. Ongoing SEO or local SEO alongside the ads runs $1,500 to $3,500 a month for most firms, and $3,500 to $7,500 a month in competitive metros or for multi-office firms. A custom-coded site, if the site is the real problem, runs $3,500 to $12,000+ one time. An intake questionnaire or calculator on a landing page starts at $600, most workhorse tools run $1,500 to $4,000, and Tool Care is $75 a month per tool. How much SEO costs and how much a website costs break down what moves those numbers, and what should you pay gives you a range first. Everything we build for firms sits on the law firms page.
A flat monthly management fee, quoted after a free consult. There is no published number, because the right fee depends on how many practice areas, campaigns, and states the account covers. We do not take a percentage of ad spend, so the fee does not climb when your budget does. Everything is month to month, and your ad budget stays separate.
It depends on your practice areas and your market, and the spread inside legal is enormous. The same firm can pay one price for an estate planning click and many times that for a personal injury click in the same city. We will not quote a range from memory. On the consult we pull real numbers and give you an honest floor.
No. Google Ads is a live auction, and what a click costs can move the week a competitor raises their budget. Whether a caller becomes a client also depends on the facts of their situation and on your intake, neither of which we control. Anyone putting a fixed cost per case in writing is guessing.
That is a separate unit above the regular text ads, and you pay per lead instead of per click. Eligibility runs on your own license verification and background checks, which the firm completes itself. We handle the application, keep the profile accurate, dispute leads that plainly were not real, and run it alongside the click campaigns.
We draft ad copy and landing pages with bar advertising rules in mind: no superlatives or implied results, careful wording around contingency fees, and room for whatever disclaimer applies where you practice. The firm and its own counsel approve everything before it runs. We are not your ethics counsel.
Yes, both. The account is opened in the firm's name, or handed over if we built it, and you keep the campaign history and the conversion data. The tracking numbers are yours too, which is worth asking any vendor about, since a number you do not own leaves with them.
Often, yes, but they are different trades and deserve to be judged differently. Paid search is rented: it switches on this week, and the visibility stops the day the budget stops. Organic work is slower and compounds. What ads give you meanwhile is data on which phrases actually produce calls.
Google Ads services · Law firms: industry overview · SEO for law firms · Local SEO for law firms · Websites for law firms · What should you pay? (free tool)
Book a free consult and we will go through your practice areas, the states you are admitted in, and the real click prices before anyone spends a dollar. Call or text (407) 694-2055, or email [email protected].
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.