Google Ads for Lawyers — get cases, or you don’t pay.
I build and manage Google Search campaigns that put your firm in front of people searching for a lawyer right now — with conversion tracking, a landing page that actually converts, and reporting you can read in two minutes. Miss the agreed lead target in the first cycle, and you don’t pay the management fee.
LEADS
Get leads, or you don’t pay. Setup and ad spend are billed separately and fully transparent — the management fee is the only part of this guarantee.
Every practice area, market, and budget performs differently. Book a free audit and I’ll show you realistic cost-per-lead numbers for your specific firm and city — not a generic case study.
Built specifically for law firms — not a generic PPC template
Legal keywords are some of the most expensive and competitive on Google. A “set it and forget it” campaign burns budget fast. Every plan below is built around three things that actually move the needle for a firm: precise intent targeting, a landing page that turns clicks into consultations, and tracking that tells you exactly which keyword brought in which case.
Search campaigns built around how people search for a lawyer
I research the exact phrases people in your practice area type into Google before they call a lawyer — “car accident lawyer near me,” “divorce attorney free consultation,” “DUI lawyer [city]” — and build ad groups around real intent, not guesswork.
- Practice-area and city-level keyword research
- Negative keyword filtering to block tire-kickers and job seekers
- Bar-compliant ad copy with case-relevant headlines
- Call extensions, location extensions, and sitelinks configured
Know exactly which ad and keyword produced a real client
Most firms can’t tell which $40 click turned into a $40,000 retainer. I wire up call tracking, form tracking, and chat tracking so every consultation request is tied back to the exact keyword and ad that produced it.
- Google Ads conversion tracking + call tracking numbers
- Form-fill and live-chat conversion events
- Google Analytics 4 and Google Tag Manager setup
- Monthly report showing cost-per-lead, by practice area
A page built to turn a worried searcher into a booked consultation
Sending paid traffic to a generic “About Us” page wastes most of the budget. I rework or build the landing page your ads point to — fast load times, a clear consultation form above the fold, trust signals, and copy that speaks to someone in a stressful legal situation.
- Above-the-fold consultation form and click-to-call button
- Trust signals: reviews, case results, bar credentials
- Mobile speed and Core Web Vitals optimization
- A/B testing of headlines and call-to-action copy
Organic visibility that compounds while the ads run
Paid ads get you cases this week; SEO gets you free cases for years. I optimize your Google Business Profile and core service pages so the firm starts ranking organically for long-tail searches like “best [practice area] lawyer in [city],” reducing your blended cost-per-lead over time.
- Google Business Profile optimization and review strategy
- On-page SEO for practice-area and city landing pages
- Local citation building and NAP consistency
- Technical SEO audit included in Advanced Management
From signed engagement to first consultation call
Onboarding & campaign build
Keyword research, ad copy, conversion tracking, and landing page review completed. Your campaign goes live by the end of the week.
First consultations come in
Real calls and form fills start arriving. Weekly review of search terms, negative keywords added, bids adjusted toward what’s converting.
Cost-per-lead drops
With 30+ days of real data, underperforming ads are cut and winners are scaled. Local SEO work begins compounding in the background.
Predictable case flow
Campaigns run as a profitable, repeatable channel. Organic rankings start contributing free leads alongside the paid traffic.
Select your service tier
Setup is a one-time fee. Ad spend is paid directly to Google and is separate from these prices. The Advanced Management plan carries the lead guarantee.
Google Ads Setup
A clean, properly structured campaign — ready for you to manage, or hand off later.
- Keyword research for your practice areas
- Campaign & ad group structure built
- Bar-compliant ad copy (3 ads)
- Negative keyword list
Setup with Conversion Tracking
Everything in Setup, plus the tracking needed to see exactly which keyword produces a client.
- Everything in Google Ads Setup
- Call & form conversion tracking
- Google Tag Manager + GA4 setup
- Landing page conversion review
Advanced Monthly Management
Full done-for-you management with the lead guarantee — plus SEO and landing page work, ongoing.
- Everything in Setup + Conversion Tracking
- Weekly bid, budget & keyword optimization
- Ongoing landing page A/B testing
- Local SEO & Google Business Profile
- Plain-English monthly report
- Lead guarantee — miss target, don’t pay
| Feature | Setup $90 | Setup + Tracking $150 | Advanced Mgmt $900/mo |
|---|---|---|---|
| Keyword research | ✓ | ✓ | ✓ |
| Bar-compliant ad copy | ✓ | ✓ | ✓ |
| Call & form conversion tracking | — | ✓ | ✓ |
| GA4 / Tag Manager setup | — | ✓ | ✓ |
| Weekly optimization | — | — | ✓ |
| Landing page optimization | — | Review only | Ongoing A/B testing |
| Local SEO & Google Business Profile | — | — | ✓ |
| Monthly reporting | — | — | ✓ |
| Lead guarantee | — | — | ✓ |
Every law firm campaign is different
Cost-per-lead, time-to-first-call, and total pipeline depend on your practice area, city, competition, and budget — a personal injury campaign in a major metro performs very differently from a family law campaign in a small town. Rather than show a single case study that may not reflect your situation, I’ll pull real benchmark data for your specific practice area and market during your free audit.
Direct access to the person running your campaigns
Google Ads Expert — HireAdsExpert
I manage paid search and local SEO for local businesses and law firms — no account managers, no agency overhead. You talk directly to the person building and optimizing your campaigns, and you keep full ownership of your own Google Ads account at all times.
Frequently asked questions
Yes, on the Advanced Management plan. We agree on a realistic lead target for your practice area and budget before starting. If that target isn’t hit in the first cycle, you don’t pay the management fee for that period. Ad spend paid to Google is separate and non-refundable, since that’s controlled by Google’s auction, not by me.
Legal keywords are some of the most expensive on Google, often $50–$300+ per click, so wasted spend is costly fast. Call tracking and intake speed matter more, since most clients call the first firm that answers. Ad copy also has to follow state bar advertising rules, which most generic PPC freelancers don’t account for.
Both. Every plan includes a landing page conversion review, and the Advanced Management plan includes ongoing landing page A/B testing plus local SEO — optimizing your Google Business Profile and service pages so you rank organically alongside your paid ads.
Most practice areas need $1,500–$5,000/month in ad spend to gather enough data to optimize properly, though competitive areas like personal injury or DUI defense can run higher. This is separate from the setup and management fees above and is paid directly to Google.
Campaigns typically go live within a week of onboarding, and the first qualified calls usually arrive within days of launch. Cost-per-lead keeps dropping over the first 60–90 days as real performance data builds and underperforming keywords get cut.
Yes, always. The account is created under your business, you have full admin access at all times, and there’s no 12-month lock-in. If you ever want to stop working together, the account and all its data stay with you.
Request your free Google Ads audit
Fill out the form below and I’ll get back to you with real numbers for your practice area and city.