Law Firm PPC Management | Only Pay for Qualified Leads
Legal keywords are the most expensive in Google Ads. A single click on "personal injury lawyer" can cost $100+. That makes every dollar of your ad budget critical. Our PPC management for law firms focuses on one thing: turning your ad spend into signed cases, not wasted clicks.
Why Most Law Firms Waste Money on Google Ads
We've audited hundreds of law firm Google Ads accounts. The average firm wastes 40-60% of their ad spend on clicks that will never become cases. Here are the four most common reasons.
Broad Match Keywords
Running broad match on expensive legal terms means your ads show for irrelevant searches like 'lawyer salary' or 'law school.' You pay for every click.
No Negative Keywords
Without a comprehensive negative keyword list, your personal injury ads appear for searches like 'free legal advice' and 'pro bono lawyer.'
Poor Geographic Targeting
Ads showing outside your service area mean you pay for clicks from people you can't represent. Jurisdiction matters in legal.
Generic Landing Pages
Sending ad traffic to your homepage instead of a dedicated landing page with a clear call-to-action tanks your conversion rate.
How We Protect Your Ad Budget
Every optimization decision we make is designed to lower your cost per qualified lead.
We target high-intent, practice-area-specific keywords with exact and phrase match. 'Car accident lawyer [city]' converts. 'What is a lawyer' does not.
Aggressive negative keyword management, dayparting, and bid adjustments ensure your budget goes toward clicks that can actually become cases.
Every phone call and form submission is tracked back to the keyword and ad that generated it, so you know exactly what's working.
Monthly reports showing cost per lead, conversion rates, top-performing keywords, and actionable recommendations. No vanity metrics.
PPC + SEO: The Winning Combination
The most successful law firms don't choose between PPC and SEO - they use both strategically. PPC delivers immediate leads while SEO builds a long-term pipeline that reduces your dependence on paid ads over time.
- PPC provides instant visibility while SEO rankings build
- SEO data informs which PPC keywords convert best
- PPC landing page data reveals what messaging resonates
- As organic rankings improve, you can reduce ad spend strategically
- Combined presence (ads + organic) increases click-through rates
Month 1-3
PPC drives 100% of search leads while SEO campaigns ramp up. Landing page data informs content strategy.
Month 4-6
Organic rankings begin producing leads. PPC budget shifts to highest-converting terms only. Cost per lead decreases.
Month 7-12
SEO delivers a growing share of leads. PPC targets competitive gaps and new practice areas. Overall cost per lead drops significantly.