Legal PPC That Wins Cases
Google Ads management built for law firms. We understand high CPCs, compliance requirements, and the importance of case value over lead volume.
Law firms that optimize for case value rather than lead volume typically achieve 3-5x better ROI from their Google Ads campaigns, even with higher cost-per-lead.
Legal PPC Challenges We Solve
Common problems we solve for law firms every day.
Extremely high CPCs in legal markets
Strategic long-tail targeting, geographic precision, and quality score optimization to reduce costs while maintaining lead quality.
Low-quality leads that don't convert to cases
Pre-qualification through ad copy, landing page screening questions, and negative keyword management to filter tire-kickers.
Compliance with legal advertising regulations
Ad copy that meets bar association guidelines while still compelling action. We understand legal advertising restrictions.
Tracking case value, not just leads
CRM integration and offline conversion tracking to optimize for signed cases and case value, not just form fills.
Legal PPC Services
Everything you need to acquire high-value cases through paid search.
- Google Ads search campaigns
- Local service ads (LSAs)
- Practice area targeting
- Geographic campaign optimization
- Call tracking & recording
- Landing page optimization
- Competitor conquest campaigns
- Intake form optimization
Practice Areas We Serve
Our legal clients achieve an average 24% lead-to-case conversion rate and 8.2x ROI on ad spend by focusing on case quality and implementing proper intake tracking.
FAQ
Legal PPC Questions
Common questions about Google Ads management for law firms.
- Legal keywords are among the most expensive on Google Ads — personal injury terms can exceed £200 per click. High costs reflect high case values: a single personal injury case can be worth £100k+ in fees. The key is maximizing conversion rate and case quality, not minimizing CPC. A £150 click that converts to a qualified case is far better than a £30 click that never converts. We focus on ROI per case, not cost per click.
- High-urgency practice areas perform best: personal injury, criminal defence, family law (divorce/custody), and immigration. These involve time-sensitive needs where prospects actively seek immediate help. Corporate/commercial law typically sees lower direct response but benefits from brand campaigns and remarketing. We tailor strategy by practice area, with different landing pages, ad messaging, and conversion expectations for each.
- Legal advertising must comply with SRA (Solicitors Regulation Authority) guidelines in the UK or bar association rules elsewhere. We ensure: no misleading claims about outcomes, proper disclaimers where required, accurate representation of services, and no guarantees of results. All ad copy and landing pages are reviewed for compliance. We also implement negative keywords to avoid ethically problematic search terms.
- Law firm landing pages typically convert at 3-8% for contact form submissions. Call conversions add another 2-4%. Combined, well-optimized legal campaigns achieve 5-12% visitor-to-lead conversion. However, lead-to-case conversion matters more: qualifying intake processes, response time (speed-to-lead), and case acceptance criteria all impact final ROI. We track full-funnel metrics from click to retained case.
- Call-only ads work exceptionally well for urgent legal needs: criminal defence, personal injury, emergency family matters. They eliminate the landing page step and connect prospects directly to intake. However, combine with standard search ads — some prospects prefer to research before calling. Track call duration and quality; optimize for calls exceeding 60-90 seconds (indicating genuine interest) rather than all calls.
Ready to Acquire More High-Value Cases?
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