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Injury and legal keywords cost more per click than any other industry on Google. We manage law firm campaigns like every click is billable - because it is.
In most industries a wasted click costs a couple of dollars. In legal, one bad click can cost more than your intake coordinator makes in a day. And most law firm accounts we audit are leaking dozens of them a week.
The first leak is intent. Legal clicks are among the most expensive on Google, with injury and mass tort terms running into the hundreds of dollars a click, and at those prices the difference between someone researching the law and someone hiring a lawyer is the whole game. “Can I sue my employer” and “workers comp attorney near me” sit side by side in a keyword report, but only one of them signs a retainer. An account left on broad defaults spends premium money answering legal questions for students, DIY researchers and people well outside your jurisdiction.
The second leak happens after the click. Someone searching for a lawyer rarely contacts just one firm; they contact several, and they usually hire whoever talks to them first. If a form fill sits in an inbox overnight, the click was spent so a faster competitor could sign the case. Tracking makes this worse when it counts every form submission as a win: the account then optimizes toward cheap, low-intent leads instead of the inquiries that turn into consultations.
The third leak is your own name. Competitors and lead-generation services can bid on searches for your firm, which means the person who typed your name into Google, the warmest visitor you will ever have, can be shown someone else’s ad first. Every branded search your campaigns ignore is a doorway a rival can pay to stand in.
None of these leaks appear in the dashboard Google gives you. They show up in search term reports, tracking setups and intake behavior, which is exactly where our free audit starts.
We separate campaigns by practice area before anything else. An injury case and a will are not the same product, and Google will never figure that out on its own. A lead in one practice area can be worth many times a lead in another, and until the campaigns are split, your budget cannot tell the difference either.
Every engagement opens with an audit of the account you already have: where the spend went, which search terms actually triggered your ads, and what happened after the click. Then we rebuild conversion tracking around the actions that suggest a case might exist, calls and consultation requests, so the account optimizes toward signed-client intent rather than raw form fills.
Then the ongoing work. Keyword research aimed at hiring intent, not legal curiosity. Negative keyword management to keep the researchers, students and job seekers out of a budget that cannot afford them. Start with the negative keyword list we published for law firms - it’s the first thing we install on every legal account. Ad copy written for potential clients in plain language, then A/B tested against real search behavior. Bidding strategy adjusted from the data your tracking now captures, which is the only sane way to bid when clicks cost this much.
Competitor analysis rounds it out: which firms bid on the same searches, what they promise, where their offer is beatable, and whether anyone is bidding on your name. We also analyze how your landing pages perform, because a click at legal prices deserves a page built to convert it - our teardown of real personal injury landing pages shows exactly what that looks like when it works and when it burns money.
None of this is a private method. If you want to see the whole machine before hiring anyone to run it, our 4,800-word law firm PPC guide walks through every step - free.
Flat fee. $2,000 a month on Starter, $4,000 on Advanced, and we never charge a percentage of ad spend.
That structure matters more in legal than in any other vertical, because percentage-of-spend pricing quietly rewards an agency for your CPCs being brutal. The more the auction charges you, the more that agency makes. Under a flat fee, the only way we keep your account is by making expensive clicks earn their cost.
Both packages, and everything they include, are on our PPC consulting page. And the reviews just below this page are our clients in their own words.
Full Google Ads management: keyword research, negative keywords, ad copywriting and A/B testing, bidding strategy, conversion tracking and competitor reconnaissance.
Everything in Starter, plus social ad platforms, unlimited ad creative design and unlimited landing page design.
$2,000 a month on our Starter package or $4,000 a month on Advanced, billed as a flat monthly fee. We never charge a percentage of ad spend, which matters in legal more than in most industries: percentage pricing pays an agency more as your clicks get more expensive.
The full breakdown of both packages is on our PPC consulting page.
Because the value of one signed case is enormous relative to the cost of one click. Firms bid aggressively, and the auction prices rise to match. Injury and mass tort terms sit at the extreme end, where clicks can run into the hundreds of dollars.
High CPCs are not the problem by themselves. The problem is paying those prices for clicks that were never going to become cases, which is exactly what keyword intent work and negative keywords exist to prevent.
The math favors practice areas where a single case carries high value, because one signed client pays for a lot of clicks. That is why injury and other high-stakes practice areas dominate the auction.
Higher volume, lower fee work can still perform, but only with tight geographic targeting and strict cost control, because the margin for wasted clicks is much thinner. Part of our job is telling you which side of that line your firm is on.
There is no universal number, but there is an honest test: if your practice area trades in expensive clicks and your budget only buys a handful of them a day, the account can never gather enough data to make good bidding decisions. In that situation we would rather tell you not to run search ads than take a fee to manage a budget that cannot work.
The free audit is where we do that math for your firm, before you commit to anything.
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