PPC for Lawyers.
We manage your Google Ads from start to finish. We aim them at the searches people type when they're ready to hire. And we follow a rule no other agency running PPC for lawyers offers: one firm per practice area, per city. If we work with you, we don't work with your competitors.
What is law firm PPC?
Law firm PPC, also called PPC for lawyers, is pay-per-click ads that put your firm at the top of Google the moment someone needs you. And you pay only when they click. Law firm SEO grows over months, but pay per click for lawyers works this week. You get search ads above the organic results and Local Service Ads with the Google verification badge. You also get remarketing, which follows interested visitors until they call. It's the fastest tool in PPC for attorneys. It goes live in days, not months.
The downside is the cost. Legal clicks are the most expensive on the internet. Competitive personal injury keywords run $100–$500 per click. And industry estimates say 25–40% of PPC budgets are simply wasted. At those rates, PPC for law firms isn't something you can set up and ignore. It takes careful work every week. That means exact keywords, strict negative keyword lists, and tight geo-targeting. It means landing pages built to turn clicks into calls. And it means call tracking that proves which dollars became cases.
And we do one thing no other law firm PPC agency will. We take one firm per practice area, per city. If we run your personal injury campaigns, we will not take another personal injury firm in your market. Most PPC agencies quietly manage five firms bidding on the same keywords. Their clients are really bidding against each other. Ours never are.
How we run PPC for lawyers.
One seat per practice area. Claim yours.
Personal Injury
Tough local keywords. Reviews and fast replies win them.
Criminal Defense
At 2 AM, clients call the first firm that answers.
Family Law
Clients read for weeks. Clear answers earn you the call.
Estate Planning
Reviews and content on wills and trusts bring clients.
Immigration
Pages in more languages, clear steps, and fast replies.
Employment & Business
Business clients check your results and your site first.
Which ads work for attorney PPC?
Most lawyer PPC plans use three kinds of ads. Each one does a different job, and each one is paid for in a different way.
| Ad type | Where it shows | You pay | Best for |
|---|---|---|---|
| Google Search ads | Above the normal search results | Per click | Ready-to-hire searches like "car accident attorney near me" |
| Local Service Ads | At the very top, with the Google verification badge | Per lead, not per click | Calls from people who want a local lawyer now |
| Remarketing | On other sites and apps, after a visit to your site | Per click or per view | Bringing back people who looked but didn't call |
How much should a law firm spend on PPC? Start from what a signed case is worth to you, not from a click price. Here is example math with made-up numbers (the full method is in what a personal injury lead should cost):
Say an average case brings in a $9,000 fee, and you'll spend 10% of that to sign one. You can pay up to $900 per signed case.
If 7 of every 100 leads sign, $63 is the most you can pay for one lead. Sign 20% instead, and the same $900 supports $180 a lead.
That is why answering the phone matters as much as the ads. When researchers secret-shopped 500 law firms in 2024, only 40% answered the call. Every missed call is a paid click you lost.
Here's what we'll do for your firm.
This is not a sales pitch. It's just how we work, with every firm, every time. You can check every line below on the first call.
- One firm per practice area, per city. We never take a rival firm in your market for the same keywords.
- We show you real client accounts, live. You see real dashboards from real law firms. No slide deck.
- You own everything we build for you. Your site, your content, your Google profile. It stays yours.
- No contracts, and you can leave at any time. It's $297/mo, month to month. Stay because the work is good.
- We charge flat, never a cut of ad spend. We get paid to sign you cases, not to spend your money.
- We report real leads, not just clicks. We track calls, texts, and booked consults, so you see what works.
- Everything we build follows bar ad rules. You approve everything the public will see before it goes live.
Lawyer PPC questions.
What is PPC for lawyers?
Pay-per-click advertising puts your firm at the top of Google the moment someone searches for a lawyer. You pay only when they click. For law firms, it covers Google Search ads, Local Service Ads, and remarketing. All of them target the searches people type when they're ready to hire.
What does the one-firm-per-market rule mean?
We run PPC for only one law firm per practice area, per city. If we manage personal injury ads for a firm in your city, we will not take another personal injury firm there. No exceptions. Your budget, your keywords, and our full effort never compete with another client of ours.
How much do legal clicks cost?
Legal keywords are the most expensive on the internet. Competitive personal injury clicks can run $100 to $500 each. That's why careful management matters. Negative keywords, tight geo-targeting, and call tracking decide if that spend turns into signed cases or waste.
Why do most lawyer PPC campaigns fail?
Five things go wrong. The ads get the wrong clicks. The ads say nothing. The landing pages don't keep the ad's promise. There's no call tracking. And no one manages the ads after setup. Industry estimates put 25–40% of PPC budgets as wasted spend. Every part of how we manage ads is there to fix one of those five problems.
How fast will I see results?
Fast. That's the point of PPC. Campaigns go live within days, and calls usually start the first week. It pairs perfectly with law firm SEO, which grows over months. Ads buy tomorrow's calls while your rankings build something you own.
How do you charge for law firm PPC management?
A flat monthly fee, never a percentage of your ad spend. PPC management is a $997/mo add-on to The Refine System ($297/mo), with no contracts. Percentage pricing pays agencies more when they spend more of your money. Flat pricing pays us to make your money work. Your ad budget is separate and stays in your control.
What about Local Service Ads now that they're merging into Google Ads?
Google is moving LSAs into Google Ads as a Performance Max campaign type. We handle the move and run both from one plan. That covers top-of-page search ads and the pay-per-lead Local Services spots.
Do I need a special landing page for ads?
Yes. Sending costly clicks to a homepage is the fastest way to waste them. Ad traffic should land on pages built for one choice. Those pages need click-to-call, instant follow-up, and reviews that win the client. Ours come with the system.
Do lawyer ads have to follow bar advertising rules?
Yes. Each state bar sets its own rules for lawyer advertising. Most are based on the American Bar Association's Model Rules, which say a lawyer's ads can't be false or misleading. Some states add more, like required disclaimers. We write every ad and landing page to fit your state's rules, and you approve everything before it goes live.
Is PPC for lawyers worth it for a small firm?
It can be, if the math works. Know what a signed case is worth, how many leads you sign, and how fast you answer the phone. Then set a budget from those numbers. A small firm with one practice area and one city is a good fit for our one-firm-per-market rule, because your seat in that market is yours alone.