High-Intent Leads for Law Firms: The Legal PPC Playbook
The Legal PPC Playbook is a free 5-page PDF on running Google Ads for law firms. It covers intent-based keywords, tight geo-targeting to your licensed area, ad copy that builds trust, negative keywords by practice area, qualifying lead forms and call tracking, so spend goes toward signed cases rather than cheap leads.
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What's inside
- Why legal PPC is different from other industries
- Building campaigns that convert: intent-layered keywords, geo-targeting, ad copy
- Advertising rules law firms need to know
- Landing pages for legal leads
- A lead quality framework: qualifying questions and negative keywords by practice area
- Call tracking and budgeting for legal PPC
Who it's for
Personal injury, probate, estate planning, family and criminal defense firms running Google Ads, or about to, who care more about signed cases than lead counts.
Three takeaways
Weight budget toward ready-to-call searches
Someone searching "what is probate" is researching; someone searching "probate attorney near me" is ready to call. The playbook puts most of the budget on the second group.
Target only where you are licensed
Every click from outside the area you can serve is wasted. Combine radius targeting around the office with city-level targeting, and exclude places inside the radius you do not cover.
Measure cases, not leads
Most legal enquiries arrive by phone, so call tracking and a few qualifying questions on the form show which keywords bring cases you would actually take.
Stop paying for bad clicks. Discover how probate, injury, and estate law firms use targeted PPC to attract qualified leads and stay compliant with Google's ad policies.
Common questions
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