PPC Advertising for Lawyers

Scale Your Firm With Google PPC
When someone searches for a lawyer, they’re usually ready to speak with someone now. Google PPC puts your firm in front of those high-intent searches and turns them into qualified calls and consultations.

PPC is also the cleanest channel to scale: you can expand by practice area, geography, and case type, and pair it with Local Services Ads to own more of page one. With proper tracking and CRM alignment, you’ll see exactly where calls and forms came from, and which campaigns are producing real outcomes in intake.

With accurate tracking in place, every click and call can be tied directly to signed cases, giving you complete confidence in the return on your advertising spend.
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Why PPC Matters for Your Firm ?

  • Scale with control —> expand into new markets, case types, and practice areas without guesswork.
  • Capture high-intent demand —> show up when prospects are actively searching for counsel.
  • Stronger with LSAs —> occupy more of page one and reduce competitor visibility.
  • Clear reporting —> know what’s driving qualified consultations and track signed cases.

The Role of Tracking & Technical Setup

Effective PPC isn’t about traffic, it’s about clarity. We build a tracking foundation that connects ad spend to calls, forms, and consultations so that you can make confident budget decisions.

Google Tag Manager

Conversion tracking done correctly.

CallRail

Call attribution, recordings, and quality review.

HubSpot

Lead capture, scoring, and outcome tracking.

Feedback loop

Your team scores leads, we optimize toward what you actually want more of.

This ensures your ad budget is invested only where it delivers real, measurable results.

Our PPC Onboarding Process

1. Discovery Call

We clarify your practice areas, service locations, case types, and financial objectives.

2. Market Research

We analyze search demand in your target geographies and practice areas, identify opportunities for high-value keywords, and evaluate competitor activity.

3. Plan & Recommendation

You receive two tailored options:

  • Optimal Plan: a comprehensive campaign mix with the budget needed to maximize results.
  • Minimum Plan: a streamlined approach focused on immediate ROI and aligned with your budget pacing.
4. Keyword Planning

We deliver a detailed keyword research file. You’ll categorize keywords as:

  • 🔴Exclude
  • 🟡Acceptable
  • 🟢Priority

So we focus budget on searches that match your case mix and avoid wasted spend from day one.

5. Technical Onboarding

We guide you step by step in setting up CallRail and HubSpot, and assist with granting the necessary access to accounts and assets.

6. Technical Setup & Campaign Build

We configure tracking in GTM, CallRail, and HubSpot, then build out your campaigns: ad groups, copy, extensions, targeting, and budget allocation.

7. Lead Scoring & Feedback Loop

Your intake team scores leads in HubSpot (qualified, unqualified, signed when applicable). That feedback becomes our optimization engine, so the account improves based on real outcomes, not assumptions.

8. Kick-Off

Campaigns launch with tracking fully active. From day one, we monitor performance closely and optimize toward ROI.

PPC Frequently Asked Questions

1🔎 How quickly will we see results with PPC?
PPC campaigns can start generating clicks, calls, and leads as soon as they go live. Meaningful optimization takes time, typically 60–90 days, because we need enough data to refine targeting, improve lead quality, and cut wasted spend, and we can tie performance to signed cases when your intake tracking supports it.
2🎯 How do you decide which keywords to target?
We conduct in-depth keyword research to identify high-intent searches relevant to your practice areas. You’ll review a keyword list and categorize terms as exclude, acceptable, or high-priority, so we only target searches that matter for your firm.
3📊 How do we know which PPC leads turn into signed cases?
All leads flow into HubSpot, where your intake team scores them, marks signed cases, and logs case values. This feedback loop allows us to optimize campaigns based on actual outcomes, not just form fills or calls.
4📞 How do you track phone calls from PPC ads?
We use CallRail for call tracking. Every call from your ads is recorded, tracked, and logged into HubSpot so you know exactly which campaigns are generating qualified calls.
5📈 What’s the starting budget for PPC?
We recommend at least $5,000/month per campaign for PPC. This ensures enough search volume and data to compete effectively, gather insights, and optimize toward ROI.
6⚖️ How does PPC work with LSAs?
PPC and LSAs complement each other. LSAs give you premium placement at the very top of Google, while PPC allows for scalable growth across practice areas and geographies. Running both means you occupy more of page one, leaving less room for competitors.
7🛠️ Do we need a landing page, or can we send traffic to our website?
We can work with your existing website and provide recommendations for improving conversion rates, as well as help execute those changes on our side. Landing pages are great if we are after specific case types that we want to cater to and optimize the prospect journey and ad relevance.
8🗓️ Is there a contract for PPC management?
No contracts, all PPC engagements are month-to-month. Campaigns, accounts, and data are fully owned by you from day one. We recommend a 3-month commitment to allow campaigns to mature and show ROI, but it’s not mandatory.
9💳 How much does it cost to run PPC ads?
Our pricing is fully transparent. You’ll always know what you pay for PPC management and what goes directly to Google as ad spend.
See our pricing page for the full breakdown.