The legal industry is one of the most competitive and expensive landscapes in Google Ads, with CPCs for terms like 'personal injury lawyer' often exceeding $100. To succeed here, you need more than just keywords—you need a performance-driven architectural strategy that balances high-intent search with local trust. We build high-performance Google Ads campaigns for law firms that focus on high-case-value acquisition. Our approach integrates traditional Search Ads with Google Local Services Ads (LSAs) and advanced intake-tracking to ensure your ad spend is optimized for signed cases, not just phone calls. By combining surgical keyword targeting with high-converting, trust-focused landing pages, we help your firm cut through the noise and capture motivated clients at the exact moment they need legal representation.
They serve different purposes. LSAs are great for 'Pay-per-Lead' phone calls and high trust, while Search Ads allow for more granular targeting of specific niche cases and better branding control. We recommend a dual-approach where LSAs capture local volume and Search Ads target high-value, specific keywords.
While legal isn't as strict as healthcare in all regions, we treat client data with the utmost security. We implement server-side tracking and encryption to ensure that sensitive case information is never leaked or misused, protecting both your firm and your clients' privacy.
Legal is highly profitable, which attracts intense competition. Google uses an auction system, and high case values mean firms are willing to bid heavily. Our job is to use negative keywords and exact-match strategies to ensure you only pay for the most valuable clicks, avoiding the 'bidding war' on low-intent terms.
