Stop paying for clicks.
Start signing cases.

It depends on your practice area and market. Personal injury keywords in a major metro can run $50 to $150 per click. Family law and criminal defense are cheaper but still competitive. The better question is: what is a signed case worth to your firm? If one case generates $5,000 in fees and a campaign costs $2,000 a month and signs one case per month, it is working. We focus on cost per signed case, not cost per click.

Paid search can generate calls from day one, which is one of its biggest advantages over SEO. That said, most campaigns take 30 to 60 days to fully optimize as we gather real performance data, trim wasted spend, and refine targeting. Month one is a strong launch. Month two and three are when campaigns really hit their stride.

Your ad budget goes directly to Google. You pay Google for clicks. Our management fee is separate and covers strategy, campaign build, ongoing optimization, landing page work, reporting, and everything else we do to make those clicks worth paying for. We are always transparent about how these two numbers are structured so you know exactly where every dollar is going.

A few common reasons. Generic agencies apply a generic structure that doesn’t account for how expensive legal keywords are or how different legal search intent is from other industries. They often use broad match keywords that burn through budget on irrelevant searches, send traffic to homepages instead of practice-area landing pages, and report on clicks rather than cases. We fix all of that before we spend a dollar.

For most firms, yes. PPC generates leads quickly and is ideal for high-value, time-sensitive practice areas. SEO compounds over time and brings in leads at a lower long-term cost per acquisition. Running both together also gives you better data. You can see which keywords convert in paid search and prioritize those same terms in your SEO strategy. They make each other more effective.

Yes. Google Local Service Ads (LSAs) are a pay-per-lead product separate from traditional Google Ads, and they can be a strong complement to standard PPC for law firms in certain practice areas. We can advise on whether LSAs make sense for your firm, set them up, and manage both alongside your standard campaigns.

We set up call tracking tied to your campaigns so every inbound call can be traced back to a specific keyword, ad, and campaign. We then work with you to connect intake data so we can see which calls became qualified leads and which leads became signed cases. That full-funnel view is what separates useful reporting from a vanity metrics dashboard.

We work across most practice areas including personal injury, family law, criminal defense, immigration, estate planning, employment law, and more. Each practice area has its own keyword economics, search intent, and landing page requirements. We build campaigns specific to each one rather than applying a single template across your whole firm.

We operate on month-to-month contracts because we don’t want you locked in if something isn’t working. If performance is below where it should be, we diagnose it, tell you exactly what the issue is, and fix it. If the problem is outside of campaign performance (an intake process that isn’t converting calls, for example) we’ll tell you that too, because we’d rather solve the real problem than pretend it doesn’t exist.

Reach out and we’ll start with a free PPC audit. If you’re already running campaigns, we’ll review them and show you exactly where budget is being wasted and what we would do differently. If you’re starting from scratch, we’ll scope out the keyword landscape in your market and walk you through what a well-built campaign would look like for your practice areas. No pressure, just clarity.