Divorce isn't one market — it's two. Most agencies bid like it's one keyword.
We run paid media exclusively for legal firms — and family law is where the wrong copy register costs you the most. Affordable-alternative firms need volume-led campaigns optimized for click-to-lead efficiency. Premium consultation firms need precision-led campaigns optimized for high-intent buyers willing to pay for the right attorney. We've built the paid media machine for both — and migrated firms off the agencies that didn't know the difference.
"Divorce attorney" is a search.
Two different people are typing it.
The person comparison-shopping for an affordable, flat-rate divorce is a different buyer from the parent willing to pay $500 for the right custody consultation. Same keyword, different intent, different conversion math. Generic legal-marketing agencies bid on it from one bucket — and your firm pays for clicks from the wrong audience every day.
Two buyer types, one keyword.
Affordability shoppers want price transparency, comparison content, and a flat-rate hook. Premium consultation seekers want attorney credentials, case complexity signals, and a paid-consultation gate that filters out price shoppers. Your business model dictates which one your ads should attract. Most agencies bid like it's one bucket.
The bottleneck is downstream.
Most family law campaigns leak conversions after the click. Slow-loading tracking scripts under-attribute paid leads. Call queues drop 30%+ of "low quality" calls — which are actually queue abandonments. Your dashboard says you got 120 leads. Your CRM says 69. The truth is somewhere in between, and most agencies never reconcile it.
Your accounts aren't portable.
The agency holds the Google Ads account. The website. The tracking. You leave, you start from zero — no historical data, no audience lists, no conversion history. That's how they retain you. Every account we build is in your name on day one. You leave anytime. With everything.
Chicago at $40 CPL.
Toronto rebuilding off a past agency.
Same engine, different parameters.
Affordable alternative model.
132 leads in March, down from $67 to $40 CPL in four weeks.
Kam Moeinzadeh positioned Vantage as the affordable alternative to traditional Chicago family law firms — flat monthly subscriptions, transparent pricing, volume-led. PPC needed to match that posture: high-velocity click-to-lead, broad-base keyword coverage, aggressive geographic targeting on the Chicago metro after we paused the underperforming Detroit campaign in early March.
By March, the search prospecting campaign was running 132 leads in a single month at $39.60 CPL — and then held that efficiency for two more months at the same $5K spend. Click-to-lead conversion rate landed at 23% on the most recent reporting week. The downstream work — closing those leads — surfaced its own bottleneck: a high call-queue abandonment rate at the firm's answering service that we identified and flagged for resolution.
Premium consultation model.
Migration done right, accounts owned day one.
Andrew Feldstein runs a multi-attorney family law practice in the Greater Toronto Area. The firm operates a premium positioning — paid consultations, attorney-matched intake, structured retainer process. Before we ran a dollar of media spend, the operational work was the migration: getting Andrew off a past agency that held his digital accounts, and rebuilding the stack with full ownership in his name.
The intake team sends a daily report tracking initials booked across the attorney roster, retainer-sent count, retained-for-day, and retained-for-month — the operational backbone that lets paid media actually optimize against signed cases, not just leads. PPC kicked off in late May; the architecture was built first.
Family law is about audience, not just keywords.
Same channel can serve the affordability shopper or the premium consultation buyer — but not with the same copy, the same bid strategy, or the same landing experience. We tune to your model, not to ours.
Six layers we run for every family law client. The architecture is consistent; the parameters change based on whether you're competing on price, on outcomes, or on attorney credibility.
Audience-tuned campaigns by your business model
If you compete on affordability, we lead with price-transparency keywords, flat-rate hooks, and broad-base bidding. If you compete on premium consultations, we narrow to high-intent custody, high-asset, and credential-led queries with tighter bid floors. Different copy register, different keyword sets, different conversion definitions.
Geographic precision down to the postal code
Radius targeting around the office misses the nuance — a 25-mile circle around a Markham firm includes downtown Toronto postal codes where conversion is structurally lower. We work with your team to exclude specific postal codes and emphasize high-value neighborhoods. The same goes for Chicago metro: we paused Detroit when the data showed Chicago carried the lucrative volume.
Migration done right — accounts owned day one
When we onboard a firm from a past agency, full ownership transfer is non-negotiable. Google Ads, GA4, GTM, CallRail, HubSpot, the website — all in your name before we run a dollar of spend. You leave us anytime, with everything intact, including historical performance data and audience lists. That's how the trade should work.
Lead attribution diagnostics
Family law campaigns leak attribution constantly — slow-loading tracking scripts misattribute paid leads as direct traffic, multi-touch journeys confuse last-click models, call queue abandonments get logged as "low quality." We reconcile what the ad platforms report against what your CRM actually sees and surface the gap, weekly. Then we fix the tracking, not just the bids.
Intake operation alignment
Lead-to-signed-case is downstream of media buying, but we don't pretend it doesn't exist. We work with your intake team to establish a feedback loop — daily or weekly aggregated stats on initials booked, consultations completed, retainers sent, retainers signed — so the paid media optimizes against what actually closes, not just what generates a click.
Weekly written briefs, monthly strategy
Every week, a real person writes you a paragraph explaining what moved and why — not a dashboard URL with autoplaying widgets. Every month, we revisit positioning, geographic targeting, audience definitions, and the conversion bottleneck. You'll always know what we'd do with another $2,000 — and what we'd cut first if you halved the budget.
Numbers from actual family law accounts.
Not demo screenshots.
From two firms in two markets, with two different positioning models. The proof is the trajectory — and the architecture we build before spend ever scales.
A different posture on your account.
Simple. Transparent.
No "plus a percent" games.
You're on one plan or the other. Never both. No per-channel surcharges. No mystery line items in month three.
- One channel: PPC, LSA, or Meta
- Up to $10K/month ad budget
- Audience-tuned campaign build
- GTM, CallRail & HubSpot integration
- Postal-code-level geographic targeting
- Weekly & monthly written reports
- Real-time AgencyAnalytics dashboard
- All channels: PPC + LSA + Meta, orchestrated
- $10K/month per channel ($15K min for 2)
- Everything in Starter, plus —
- Migration from previous agency, ownership transfer included
- Lead attribution diagnostics weekly
- Intake feedback loop setup
- Slack access for priority response
- Founder-led account stewardship
If you run a family law practice — these will sound familiar.
Pulled directly from intake calls with divorce and family law firms in the US and Canada. If yours isn't here, the founder will answer it live.
What CPL should I expect for divorce or family law?
Depends entirely on positioning. Affordable-alternative firms in major metros run in the $35–$50 CPL range at scale once campaigns mature — Vantage hit $39 CPL by month two. Premium-consultation firms typically see higher CPLs ($60–$120) because they're bidding on tighter, higher-intent keywords with smaller search volume — but conversion rates downstream are correspondingly higher because every lead is pre-qualified by willingness to pay for a consultation. Cost per signed case is the more honest metric, but it takes 60–90 days of CRM data to measure.
We charge for consultations. Does that change the strategy?
Significantly. Paid consultations are a qualification filter — they pre-screen the affordability shoppers out of your intake funnel, which is exactly what a premium practice wants. The ad copy has to telegraph the consultation fee early (in the ad headline or landing page hero) so the price-sensitive callers self-deselect before they reach your intake team. We also bid more aggressively on credentials-led keywords (board-certified, high-net-worth, complex custody) because those searchers are more willing to pay for a consultation than someone Googling "cheap divorce attorney near me."
We have an affordable/flat-rate model. How do you optimize differently?
Opposite playbook. We lead with price-transparency hooks ("flat-fee divorce", "no hourly billing"), broader keyword coverage, and volume-led bidding strategies. Click-to-lead efficiency matters more than per-lead quality because your business model converts at lower rates (price shoppers always do) — but at higher volume, the math works. The downstream optimization shifts to intake speed and conversion rate, not lead quality, because every lead has equivalent baseline fit for your model.
Can you really migrate me off my current agency cleanly?
Yes, and we've done it. The mechanics: 30 days' notice to your current vendor; during that window we take full ownership of Google Ads, GA4, GTM, CallRail, HubSpot, and any other digital assets — always in your name, never ours. We audit existing campaign structure, surface the data your past agency kept hidden (historical conversion data, audience lists, search terms reports), and stage the rebuild. Day 31, new campaigns go live. No double-spend month. You keep every account if you leave us later.
My agency says they're getting leads. Why are we leaking conversions?
Three usual suspects. (1) Tracking script loads too slowly — the user converts before the script fires, so the lead gets logged as "direct traffic" instead of paid attribution. (2) Call queue abandonments — 30%+ of "low quality" calls are actually callers hanging up before a human picks up. (3) Multi-touch confusion — last-click models miss leads that started on paid and converted on organic. We diagnose all three in our first 30 days and report the actual paid-to-CRM gap, weekly.
Should we run Meta for custody or divorce targeting?
Sometimes. Meta works well for hyper-targeted custody campaigns aimed at parents in specific life stages (recently separated, single parent, primary custodial parent) where Google search intent is too narrow to generate volume. It's less useful for general divorce inquiries because that intent reveals itself on search, not in feed. We'd recommend Meta as a layered second channel once PPC is mature and you have HubSpot lifecycle data to retarget against — not as a first move.
Do you handle Canadian markets?
Yes. We currently run a family law campaign in the Greater Toronto Area and have run accounts across multiple US states. The mechanics are the same — Google Ads, LSA where available, Meta — with Canadian billing (CAD), Canadian advertiser verification, and provincial regulatory awareness (Law Society advertising rules differ from US state bar rules). Postal code targeting works the same way; we just exclude the Canadian postal codes that don't convert instead of US ZIPs.
How quickly can you ramp a new account?
Standard timeline: 7–10 days from contract to first live spend. Day 1–3: account audits, ownership transfers, GTM/CallRail/HubSpot integration. Day 4–7: campaign build, keyword research, copy approvals, landing experience review. Day 8–10: advertiser verification cleared, campaigns launched at intentionally low spend to validate tracking before ramping budget. We don't believe in spending money before tracking is proven — too easy to misattribute the first month otherwise.
Let's figure out which family law buyer your ads should find.
30 minutes with the founder. No deck. We'll look at your positioning, your last 90 days of intake data, your case mix, your retainer math, and your current ad spend — and tell you, honestly, what we'd run differently and whether we'd take you on.
Book a 30-min strategy call →