ThelawfirmPPCagencythatmeasuressignedcases,notclicks.
You want signed cases, not a pile of leads. We run Google Search and Local Services Ads on cost per signed case, so spend shows up as retained clients.
- Google Premier Partner
- McEldrew Purtell: +697% conversions
- Georgia Probate: CPA down 50%
What is a law firm PPC agency?
A law firm PPC agency runs paid search for law firms, mainly Google Search Ads and Local Services Ads, and should be judged on cost per signed case rather than cost per lead. iClick Advertising runs PPC for law firms measured on that number, from the search through intake, so spend shows up as retained clients.
Get your free audit- Google Search and Local Services Ads, split by practice area
- Call tracking on every campaign, and an audit of how leads are handled
- Reporting on signed cases, not form fills
- Ads and landing pages checked against your state's advertising rules
Why does your cost per case keep climbing?
Budget up, signed cases flat
It's a measurement problem disguised as a spend problem: the account is tuned for leads, not for cases.
Intake leaks
Leads arrive, but too few sign. We fix the funnel, not just the ad.
$170+ clicks
Personal injury averages $174 a click and car accident terms $237. We target by case value, not by keyword bid.
Meanwhile, a call that rings out at 7pm costs exactly as much as one that signs, and the firm down the street is bidding on the same searches.
Three steps to more signed cases.
Get your free audit
We review your Google Ads and Local Services Ads accounts and your call tracking, then send a written 47-point report within 5 business days. It's yours to keep.
Approve your 90-day plan
We split campaigns by practice area, track every call and review how leads are handled. Your firm approves every ad and landing page before it runs.
Grow what signs
Budget follows the practice areas and ZIP codes that produce signed cases, not the ones that produce the cheapest clicks.
In their own words.
Partnering with iClick was the turning point for our Google Ads performance. We went from inconsistent leads to a predictable flow of high-quality probate clients.
They revamped our PPC strategy and helped us bring down our cost per lead by over 40% while increasing our call volume from Google campaigns. Their data-first approach gave us confidence at every stage.
Cost per signed case, not cost per click.
Intake-tested keywords, ZIP-level bid mods, LSA monitoring, measured against signed cases, not lead-form fills.
Search, LSA and intake, run as one system.
Google Search + LSA
Practice-area segmentation, intake-tested keywords and ZIP-level bid adjustments.
Meta + display retargeting
Time-decay retargeting, video-first creative and demographic targeting.
Intake auditing
Call tracking, after-hours coverage and intake-script consulting.
Compliance-aware ads
ABA rules, state-bar disclaimers and truth-in-advertising checks.
Which practice areas do we run PPC for?
A signed injury case and a signed estate plan are worth very different amounts, so each practice area gets its own campaigns, budget and intake path.
Get your free auditPersonal injury
The priciest auction in legal search, where intake speed decides who signs. For McEldrew Purtell we split campaigns by case type and cut DIY and job-seeker traffic: conversions up 697% and CPA down 53%.
Probate and estate
High intent once the need hits, almost no awareness before. For Georgia Probate Law Group, localized search plus education-led Meta ads brought 40% more quality leads at a 50% lower CPA.
Family and divorce
Emotional searches mixed with research traffic, so the work is in the negatives. See our divorce lawyer keyword and negative strategy. Family accounts are taken case by case.
Criminal defense and DUI
People need a lawyer within hours, so call handling and ad scheduling matter most, and copy has to clear Google's policies first time. See DUI lawyer marketing on Google Ads.
Where do cases slip away after the click?
Most firms lose more cases between the click and the consultation than in the auction. So we track the whole path, from search to signed retainer.
Get your free auditCall tracking on every campaign
Every campaign and practice area gets its own tracked number, so you see which searches turn into consultations, not just calls.
An intake audit
How fast the phone is answered, what happens after hours, and whether the script qualifies the case. We audit and advise; we don't staff intake.
Signed-case reporting
Where your case-management system allows it, signed cases feed back into bidding. The cost per signed case calculator shows the math.
Budget that follows case value
Bids follow the practice areas and ZIP codes that actually sign, not the cheapest clicks.
How do we keep your ads within bar rules?
This is how we work, not legal advice. Your firm stays responsible for its own advertising, and signs off every ad and landing page before it runs.
Get your free auditState bar advertising rules
Most states build on ABA Model Rules 7.1 to 7.3: nothing false or misleading, a named responsible lawyer on every ad, and limits on solicitation. We check each ad against the rules of the state it runs in.
Google's verification for law firms
Google can require advertiser verification, and Local Services Ads screen every provider, now including identity checks for lawyers. We keep yours current so the channel never goes dark.
How much does law firm PPC cost?
Click prices depend on practice area more than anything else. Average US cost per click for each area's main search term:
Get your free auditWhy the click price is the wrong number
A $22 probate click and a $237 car-accident click can both be good buys. What matters is cost per signed case: ad spend divided by the cases that actually sign. Our cost per signed case breakdown shows the math, and the calculator runs it on your numbers.
Our fee
Management runs from $1,000 to $5,000 a month, depending on how many platforms we run and how much setup, design and project work is involved. Long-term retainers usually cost less than short, setup-heavy projects, and we rarely suggest starting at the top of that range.
Averages, rounded to the nearest dollar. Your own click prices depend on your market, your competitors and your Quality Score.
What results have law firms seen?
Two firms, each with a published case study you can read in full.
| Client | The problem | The result | Timeframe |
|---|---|---|---|
| McEldrew Purtell Personal injury | Extreme CPCs, broad campaigns that mixed practice areas, and spend landing on low-intent queries. | Conversions up 697%; CPA down 53%. | Ongoing |
| Georgia Probate Law Group Probate (Georgia and Tennessee) | Heavy competition for probate keywords, strict legal ad policies and low public awareness of probate. | Quality leads up 40%; conversions up 60%; CPA down 50%. | Ongoing |
Want to know what your cost per signed case could be?
Get your free auditThe people behind the work.
New to PPC for lawyers? The short version.
What is PPC for lawyers?
PPC for lawyers is paid search advertising where a firm bids on legal-intent queries and pays each time someone clicks, most commonly through Google Search Ads and Local Services Ads. An lsa ad is billed per lead rather than per click, which changes the intake math from the first day. For law firms the click price is not the number that matters: cost per signed case is.
How do you choose a law firm PPC agency?
Ask how the agency measures success: lead-form fills and signed cases are different businesses, and only one of them pays your associates. Ask whether they will audit intake, not just the ad account, and who handles Local Services Ads verification. And ask whether they segment by practice area or run one campaign for everything. Our guide on how to hire a PPC agency covers the full checklist, and the legal PPC playbook shows how we run an account once hired.
Want the full picture first? Start here.
Begin with our complete law firm PPC guide, then go deeper on the decision in front of you.
Read the law firm PPC guideQuestions firms ask before they sign.
What it looks like when the right cases call.
- You know your cost per signed case for every practice area, every month.
- A steady flow of the cases that pay your associates, instead of a pile of leads to chase.
- Partners who see the ad budget as an investment they can measure.
- Verification and policy kept current, so the channel doesn't go dark without warning.
