LawfirmPPCthatmeasuressignedcases,notclicks.
Case quality, not just lead volume. We optimize for cost-per-signed-case. Not CPL. Not impressions. The metric that pays your associates and partners.
Why PPC for attorneys gets expensive.
Budget up, signed cases flat
Sound familiar? It's a measurement problem disguised as a spend problem.
Intake leaks
200 leads → 12 signed cases. We fix the funnel, not just the ad.
LSA suspensions
Verification, review velocity, and ongoing health monitoring.
$200 CPCs
Probate, personal injury, estate, we target by case-value tier, not by keyword bid.
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.
Law firm PPC services: what we actually run.
Google Search + LSA
Practice-area segmentation, intake-tested keywords, ZIP-level bid mods.
Meta + display retargeting
Time-decay retargeting, video-first creative, demographic gates.
Intake auditing
Call tracking + after-hours coverage + intake-script consulting.
Compliance-aware ads
ABA rules, state-bar disclaimers, truth-in-advertising checks.
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. It puts the firm above organic results for high-intent searches, which matters in practice areas where the client is looking for representation the same week. For law firms the click price is not the number that matters: cost per signed case is.
How much does law firm PPC cost?
Legal keywords are among the most expensive in paid search. Competitive practice areas like probate, personal injury, and estate regularly reach CPCs around $200, which is why bidding by keyword alone stops working quickly at scale. We target by case-value tier instead, so spend concentrates where the signed-case economics hold rather than where the click is cheapest, the same discipline behind our google ads management work on every account.
How to 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 and the funnel, not just the ad account, since most firms lose more cases between the click and the consult than in the auction. Ask who handles Local Services Ads verification and ongoing health monitoring, because an LSA suspension takes the channel offline entirely. And ask whether they segment by practice area with ZIP-level bid modifiers, or run one campaign for everything. For a broader framework on what to look for, see our playbooks.
