+1,238%increase in calls
Vernsten Law
Eric Vernsten
Divorce & Family Law Attorney
“I have so many leads I can barely service the business.”Explore the story →
LAW FIRM MARKETING
Law firm PPC focused on qualified case inquiries
Reach people looking for the services you provide. Pair focused Google Ads with conversion-ready landing pages and intake feedback.
A clear plan. A dedicated partner. Measurable progress.
THE PROOF IS PERSONAL
Hear from the attorneys themselves.
+230%increase in calls
Cruz Gold & Associates
Zachary Gold
Managing Attorney · Immigration Law
“In just 3 months, we jumped to the number one organic spot.”Explore the story →
A CLEAR CONNECTION TO YOUR BUSINESS
Follow the click through to intake
The click
A paid click on a query you chose, from a place you serve. Everything upstream of this is targeting; everything downstream is whether the click was worth buying.
WHAT WE MEASURECost per click, by campaign and by hour of day.
The call or the form
Most legal inquiries arrive as a phone call. If the phone is not tracked and not answered, the campaign cannot be judged and the spend cannot be defended.
WHAT WE MEASURECalls and forms per campaign, and how many calls went unanswered.
The qualification
Which inquiries were the matter you wanted, in the place you practice. This is where most paid legal budgets are actually lost.
WHAT WE MEASURECost per qualified inquiry, not cost per lead.
The retained matter
The consultation that became a client. Record the time between click and signature, which can span months.
WHAT WE MEASURECost per signed matter, from your own intake record, against the figure your firm can accept.
A PLAN YOU CAN FOLLOW
Every click should have a clear next step.
Choose the right cases
Choose the practice areas that can support paid acquisition and the offices that should bid. Group searches by matter and location before building ads, so the budget starts with cases the firm wants and jurisdictions it can serve.
Match the search
Match each group with its own ad, then exclude job hunters, do it yourself legal research and searches from the wrong jurisdictions. This keeps paid clicks focused on people looking for representation in matters the firm can actually take.
Earn a qualified inquiry
Send each ad to its matching practice area page, with the consultation offer, hours and tracked number visible immediately. Pass the matter type, county and campaign into intake, so the team can assess fit without chasing basic details.
Invest in better cases
Match every call and form to its campaign, then have intake mark the consultations held, matters worth taking and retainers signed. Move spend toward practice areas that produce better cases, based on the firm’s own intake record.
THE SEARCHES WORTH BUYING
Match the search to the case you want
A legal ad has about ten words to say who it is for, and most of them waste those words on the firm. The three below are written the other way round: the matter, the place, and what actually happens if somebody calls. What each one leaves out matters as much: no fee, no outcome, no comparison, because none of those can be promised and a firm answers to its bar for implying otherwise. The click lands on the practice page for that matter, never on a homepage.
“divorce lawyer [city]”
The sponsored result, labeled Ad: Your Brand Here · Ad · “Divorce and family law in [city]. Speak to an attorney this week.” Where the click lands: The divorce practice page for that office, with the consultation route on it. What the ad deliberately does not say: Nothing about cost or outcome. Neither can be promised in an ad, and a firm that implies otherwise answers for it to its bar.
“car accident attorney near me”
The sponsored result, labeled Ad: Your Brand Here · Ad · “Injured in [city]? Talk through your options with an attorney. No fee to ask.” Where the click lands: The personal injury page, with what the first conversation covers. What the ad deliberately does not say: No figure, no settlement number, and no claim about how quickly anything resolves.
“criminal defense lawyer [county]”
The sponsored result, labeled Ad: Your Brand Here · Ad · “Charged in [county]? Defense attorney, available today.” Where the click lands: The criminal defense page, naming the courts the firm appears in. What the ad deliberately does not say: No comparison to other firms, and nothing that reads as a prediction about the charge.
Illustrative ads for an example firm, written with the market left blank. Google labels paid results “Sponsored”; nothing here is a screenshot of a live account, and the advertising rules that govern the wording differ by jurisdiction, so the firm approves the copy before anything runs.
WHAT WE TURN OFF FIRST
Stop paying for the wrong inquiries
Most of the money wasted in legal paid search is not wasted on bad bidding. It goes on clicks from people with a matter the firm does not take, in a place the firm does not serve, at an hour when nobody answers the phone. Those four exclusions are set up before a campaign runs, and the search-terms report is read every month afterwards, because a list written once goes stale within a quarter.
Matters the firm does not take
Why: Every click on a matter type you do not handle is money spent on an inquiry somebody then has to decline. How it is done: Negative keyword lists built from your actual practice areas, extended every month from the search-terms report.
Places you do not serve
Why: A perfectly relevant inquiry from four hundred miles away still costs a consultation slot. How it is done: Targeting set on presence rather than interest, plus exclusions for the markets that keep appearing and never convert.
Price-led and do-it-yourself searches
Why: “cheap”, “free” and “how do I file this myself” are searches by people who are not hiring a firm. How it is done: Excluded as negatives, and answered in content instead, where the same question costs nothing per click.
Hours nobody is answering
Why: A paid click that rings out is the most expensive kind of click there is. How it is done: Ad scheduling matched to when calls are genuinely answered, and changed when the cover changes.
Real search-term data is confidential, so nothing here comes from a client account. The list is the firm’s to approve: excluding a matter type is a decision about what the firm will not take, not a bidding setting we make on your behalf.
A FEW THINGS YOU MAY BE WONDERING
Good questions. Clear answers.
How do you reduce irrelevant calls?
Tight keyword and negative lists for matters you do not take, geography limited to where you are licensed, and call recordings reviewed with intake so the exclusions get sharper every month.
Do you build practice-area landing pages?
Yes, where an ad promises something a general firm page does not answer. One page per matter type, stating the jurisdiction, what happens next and a consultation route that matches the ad.
How do you connect Google Ads performance to intake?
Clicks and calls come from the ad platform; whether a call became a consultation and then a retainer comes from you. Joining them lets cost be reported per qualified inquiry rather than per lead.
What does PPC mean for a law firm?
Paid search: the firm bids to appear above organic results for matters it wants. It buys immediate visibility in competitive legal markets and stops the day the budget stops, which SEO does not.