Google Ads for Law Firms & Legal Practices
Practice-area bidding for the cases actually worth taking.
Personal injury, family law, and criminal defense all compete in the same auction with wildly different case economics — bidding the same way across every practice area either starves the profitable cases or overspends on the low-value ones. We structure campaigns around practice-area value and intake qualification, not a single blended cost-per-lead number.
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Where most Law Firms accounts leak money.
Every Practice Area Bids Differently
A personal injury click can cost multiples of a family law click. One blended CPA target across every practice area either starves the profitable cases of budget or overspends on the cheap, low-value ones.
Intake Quality Decides Everything
A signed lead means nothing if intake never qualifies it into a real case. Performance has to be measured against case value, not raw form fills or calls.
Local Firms vs. National Aggregators
Solo and small firms bid in the same auction as national lead-gen aggregators running aggressive citywide budgets — without tighter geographic and practice-area targeting, a single-office budget gets priced out fast.
Trust Has to Land in Seconds
Someone searching for a lawyer is making a high-stakes decision fast. A landing page that doesn't establish credibility immediately loses the click to the next result.
Bid like every practice area is a different business. Because it is.
How we run Law Firms campaigns.
Practice-Area Campaign Split
Each practice area — personal injury, family law, criminal defense, and so on — runs as its own campaign with its own CPA target, instead of one blended account-wide number.
Intake-Qualified Conversion Tracking
Conversion tracking is tied to intake-qualified leads wherever your CRM or intake process allows, so budget follows what actually becomes a case, not just a form fill.
Geo-Fenced Bidding
Bids are tuned to the radius you can actually serve, so budget isn't burned competing with national aggregators bidding the same broad terms across an entire state.
Credibility-First Landing Pages
Landing pages lead with bar credentials, case results, and a clear next step — matching how someone actually decides in a high-stakes, fast-moving search.
Services we pair with Law Firms.
Frequently asked.
Do you work with solo practitioners or only larger firms?+
Both — the practice-area and intake-tracking approach scales down to a single-attorney budget as easily as it scales up to a multi-partner firm. The discipline matters more than the account size.
How do you measure success beyond lead volume?+
We track leads through to intake-qualified status wherever your CRM or intake process allows, so the number we optimize against is cases opened, not just form submissions.
Ready to see what looks like with a real flight plan?