PPC Advertising for Lawyers

Scale Your Firm With Google PPC
When someone searches for a lawyer, they’re not casually browsing; they’re ready to hire. Google Pay-Per-Click (PPC) Ads place your firm directly in front of those high-intent searches, driving qualified leads and signed cases.

PPC is the most scalable way to grow your law firm’s caseload. It allows you to expand into new practice areas, target additional geographic markets, and continuously increase lead flow. Combined with LSAs, PPC helps you dominate page one of Google, ensuring your firm is always visible where it matters most.

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 ?

  • Scalable growth —> expand into new geos, practice areas, and keywords.
  • High-intent visibility —> capture prospects at the exact moment they need a lawyer.
  • Works with LSAs —> more visibility, more signed cases, more market share.
  • Transparent ROI —> every lead is tracked back to case outcomes.

The Role of Tracking & Technical Setup

Effective PPC is not just about driving traffic — it’s about knowing which clicks convert into clients. Every campaign we launch is supported by a strong technical foundation:

Google Tag Manager

For conversion tracking.

CallRail

For call tracking and recording.

HubSpot

For lead scoring and CRM integration.

Feedback loop

For you to score leads in HubSpot, giving us actionable feedback to refine and optimize campaigns over time.

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:

  • 🔴Red
  • 🟡Yellow
  • 🟢Green

This ensures campaigns target the right searches without wasted spend.

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 inside HubSpot, provides actionable feedback, mark signed cases, and logs case value when known. This gives us visibility into quality and the data needed to refine campaigns toward ROI.

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 start generating traffic and leads immediately after launch. However, optimizing toward signed cases typically takes 2–3 months as we gather conversion data, refine targeting, and eliminate wasted spend.
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 minimum budget for PPC?
We recommend at least $10,000/month 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 exactly what you’re paying for Meta Ads management and how much goes directly to Meta.
View our pricing page for a clear breakdown of our Meta management fees and ad spend tiers.