Legal Services

Law Firm Ads That Sign Matters

Google Ads, Microsoft Ads and Local Services Ads priced against matter value. Ads, landing pages and intake run as one system and tracked to signed matters, with SEO in support.

5 Years
Of paid media behind every legal 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

Where Law Firm Marketing Budgets Disappear

Legal has the highest cost per click in Google Ads, which means mistakes here are expensive immediately. These eight are the ones we find in almost every account we audit.

1
Paying agency prices for clicks
Broad match on practice-area terms buys $40 to $80 clicks from researchers, students and people outside your jurisdiction. At legal CPCs, a fortnight of unmanaged broad match costs more than a quarter of proper management.
2
Ads and website run by different people
The agency running the ads has no access to the site, and the developer has never seen the search terms report. Paid search already knows which practice areas convert, but nobody builds landing pages around it.
3
Ads that land on thin pages
A firm with nine practice areas and four thin pages sends expensive clicks to pages that cannot convert them. Legal clients look for fee guidance, process and named solicitors before they call. Each practice area needs a landing page that answers them.
4
Local Services Ads ignored
Google Local Services Ads sit above every other result in qualifying legal categories and charge per lead rather than per click. Firms that skip the Google Screened verification hand the cheapest placement in the category to competitors.
5
Competitors own your brand searches
Rivals bid on your firm name whether you like it or not. Without a cheap branded campaign holding the top slot, you lose instructions from people who had already chosen you.
6
Intake is the silent leak
Enquiries reach a shared inbox and wait for someone between matters. Marketing gets blamed for a conversion problem that is entirely a response-time problem.
7
Reporting stops at enquiries
Monthly reports show clicks, impressions and form fills, and never mention signed matters or fee income. Without case-management data flowing back, the platform optimises toward volume and away from value.
8
Google is your only channel
The whole budget sits in Google, where a legal click can cost more than a billable six minutes. Microsoft Ads reaches the same searches on Bing, often for less, and remarketing keeps the firm in view while a client decides.

How We Build Law Firm Growth

Six steps, in this order, before and after launch. The plan comes from your practice mix and your fee structure, not from a template.

01
Practice Mix & Matter Value Brief
We map every practice area, the average matter value and fee model behind each, the jurisdictions you cover, and the capacity of your intake. Every decision that follows is judged against cost per signed matter, not cost per click.
02
Keyword & CPC Analysis Per Practice Area
A full table of practice-area, jurisdiction and competitor keywords with real click costs per city before anything is spent. Legal CPCs differ several-fold between areas; budgets should follow the economics, not an average.
03
Landing Pages & Microsoft Ads
A landing page per practice area and office, with fee guidance, process and named solicitors, built to convert the click you pay for. Proven Google campaigns are then imported into Microsoft Ads, where the same searches often cost less.
04
Campaign Architecture & Local Services Ads
Separate campaigns per practice area and office, brand protection running alongside, and Google Screened verification with Local Services Ads managed on a cost-per-lead basis where your categories qualify.
05
Intake Tracking To Signed Matters
Call tracking, form tracking and case-management integration, so every enquiry traces back to the keyword that produced it and forward to whether it was signed. This is where legal accounts are won.
06
Weekly Optimisation & Expansion
Search terms reviewed weekly, research queries excluded, and budget moved toward the practice areas with the best cost per signed matter. Once that holds, we expand into adjacent areas and new offices.

What We Run for Law Firms

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

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

Why Google, Microsoft and Local Services Ads together?

Google Ads proves within weeks which practice areas produce instructions. 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 one click can cost more than a billable six minutes. SEO supports all three, so cost per signed matter 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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