Legal advice

Law Firm Ads for Qualified Consultations

Google Ads, Microsoft Ads and Local Services Ads built around the consultation. Campaigns split by practice area, every enquiry tracked to a signed client, with local SEO in support.

5 Years
Of paid media behind every account we run
$4M+
Ad spend optimised in 2025 as a certified Google Partner
7 Days
From brief to live campaigns with intake tracking installed

Why Most Legal Campaigns Spend Heavily and Sign Little

The failure modes in legal PPC are specific and repeatable. Every one of them shows up in the search terms report and the intake log within a fortnight.

1
Broad practice-area keywords
Broad match on "lawyer", "divorce" or "compensation" sends $40+ clicks to people researching the law, looking for free templates, or seeking a firm in another jurisdiction entirely. Legal has the highest cost per click in Google Ads; unmanaged broad match here is the fastest way to lose a budget.
2
Advice and hire intent mixed
Someone asking how long a claim takes and someone looking to instruct a solicitor today are not the same buyer. When both share a campaign, a budget and a landing page, the researcher gets the money and the client gets a generic homepage.
3
Free-advice queries eat spend
"Free legal advice", "template", "do it yourself" and "how to" searches quietly absorb a fifth of the budget in accounts nobody audits weekly. These queries drift constantly, so a negative list built once goes stale within a quarter.
4
Local Services Ads never set up
Google Local Services Ads and the Google Screened badge sit above every other result for several legal categories and are paid per lead, not per click. Firms that skip the verification leave the most cost-effective placement in the category to competitors.
5
Speed to intake kills the lead
Enquiries arrive as a form, a call and a chat, then wait until someone is between matters. A prospective client with a live problem calls three firms; the one that answers within minutes gets the consultation.
6
Tracking stops at the form fill
Campaigns optimise toward enquiries that never convert into instructions. Without case-management data flowing back, Google learns to find you the cheapest email address rather than the client whose matter is actually worth taking.
7
One page for every practice area
Ads for employment, immigration, family and injury all land on the same overview page with no fee guidance, no named solicitor and no clear next step. The click is paid for at legal prices; the consultation never gets booked.
8
Google is your only channel
The whole budget sits in Google, one of the most expensive places to buy a legal click. Microsoft Ads reaches the same searches on Bing, often for less, and remarketing keeps the firm in view while a client weighs options.

How We Build Consultations for Law Firms

Six steps, in this order, before and after launch. Structure comes from your practice areas and your intake capacity, not from a template.

01
Practice Area & Case Value Brief
We map every practice area you take, the matter value and fee structure behind each, your jurisdictions, and how many consultations your intake can genuinely absorb. Every structural decision that follows answers to those numbers.
02
Search Volume & CPC Analysis Per Practice Area
A full table of practice-area, jurisdiction and competitor keywords with real costs per click before anything is spent. Legal CPCs vary several-fold between practice areas and cities; budgets should reflect that, not average it away.
03
Campaign Architecture By Practice Area
Separate campaigns for each practice area and each office, with their own keywords, bids, budget and landing page. Exact and tight phrase match at launch, because in this category broad match has to earn its way in.
04
Local Services Ads & Microsoft Ads
Where your categories qualify, we run Google Screened verification and manage Local Services Ads on a cost-per-lead basis. Proven search campaigns are imported into Microsoft Ads, where the same searches often cost less.
05
Intake Tracking To Signed Matters
Call tracking, form tracking and case-management integration, so campaigns can see which keyword produced a consultation and which produced a signed client. This is the single biggest lever in legal accounts and the one most often skipped.
06
Weekly Optimisation & Scale
Search terms reviewed weekly, free-advice queries excluded, and budget shifted toward the practice areas with the best cost per signed matter. Once that holds, we expand into adjacent areas and offices.

What We Run for Law Firms

Every engagement covers the full acquisition stack, not just ad management inside one platform.

✓
Google Search Ads by practice area
✓
Google Local Services Ads and Screened verification
✓
Competitor and comparison campaigns
✓
Microsoft Ads (Bing) campaign setup
✓
Local SEO and Google Business Profile per office
✓
Remarketing across Google, Bing and Meta
✓
Negative keyword management for free-advice queries
✓
Call tracking and consultation attribution
✓
Case-management and CRM integration
✓
Practice-area landing pages built and tested in-house
✓
Weekly search term review and bid management
✓
Monthly strategy call and live reporting dashboard

Why Google, Microsoft and Local Services Ads together?

Google Ads tells you within weeks which practice areas convert. Microsoft Ads reaches the same searches on Bing, often at a lower cost per click. Local Services Ads buy leads rather than clicks, which changes the maths where a click costs more than a coffee round. SEO supports all three, so cost per client falls over time.

Case Study

Grotas Firm, Webflow build for a legal practice

Read the full case study
The Challenge
The Grotas Firm needed a website that communicates legal expertise and credibility fast, then turns that trust into consultation requests — in a market where every competitor makes the same claims.
What We Did
Four decisions turned a legal website into a measurable lead source.
✓
Credibility Above The Fold
✓
One Obvious Next Step
✓
Content Structured By Service
The Result
15%

Lower cost per lead (CPL) achieved through improved UX and conversion-focused structure.

Your Business Should Appear in AI Search

Not Just Google

Search is shifting to AI platforms like ChatGPT and Perplexity. To get recommended, your business needs strong web authority, structured content, and solid trust signals — not just ad spend.

What we do for AI visibility

We ensure your business is recommended by AI, not just ranked. We optimize your Google Business Profile, structure your content for AI extraction, align your brand signals across platforms, and build trusted review signals. You win the calls before customers even hit a traditional search bar.

Faq

Frequently Asked Questions
Do you operate officially?

Yes, we sign a contract before starting work. It outlines all collaboration terms so you can be confident in your guarantees — ensuring security for both parties.

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How does payment work?

At the start, payment is made upfront. However, from the second month onwards, we offer the option to split it into two installments.

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Are there any additional costs?

They might be needed if, for example, extra creatives or website adjustments are required to improve ad performance. But don’t worry — we always discuss any additional costs in advance.

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How do I choose the best service?

We analyze your project, competitors, and goals to determine the most effective promotion strategy tailored to your business.

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How do we track results?

We provide regular reports — usually weekly or even twice a week at the start. We track key metrics like lead volume, cost per lead, and ad profitability (ROI, ROAS), ensuring full transparency.

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Book a Free Strategy Call

30 minutes. No commitment. We review your setup and show you what we would fix.

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