A studio service
Google Ads for law firms, built for $30 clicks.
Google is where most people look for a lawyer, and it is where legal clicks cost the most: family law runs $8 to $35 a click, personal injury $150 and up. At those prices the account has to be built tightly, tested on consultations rather than clicks, and kept inside your state bar's advertising rules. We build Google Search and Local Services Ads for law firms through the Google Ads API, with an ad group per attorney and per practice area in each office, and we manage it for a flat fee. Media stays on your own card.
N° 01What we build
Three campaign types, each with its own budget.
Attorney-name searches are referrals looking for a phone number. A defence campaign puts your ad above the directory profiles for every attorney at the firm, at a dollar or two a click, with the firm name pinned in the headline.
Practice-area searches, 'divorce lawyer' plus a city, are where new clients come from. Each office gets its own campaign with its own radius and budget, and practice-area ad groups under it. Local Services Ads runs alongside, paid per lead, with its own budget and its own line in the report.
01
Attorney-name defence
Exact match on each attorney's name, phrase match on name plus city, target impression share at the top of the page, and a CPC ceiling of a few dollars.
02
Practice area by office
'Custody attorney [city]', 'estate planning lawyer near me': one ad group per practice area in each office, landing on the matching practice-area page.
03
Local Services Ads
Google's pay-per-lead unit for lawyers. We handle the Google Verified screening paperwork, set the categories and budget, and dispute invalid leads.
04
Negatives before launch
Free legal aid, law school, paralegal jobs, forms, how to file. At legal click prices the negative list is built before the first click, not after the first invoice.
05
Bar-rule copy
Every headline and description passes a filter for the words most state bars restrict: specialist, expert, best, guaranteed, and outcome promises. Fee language appears only where the firm actually offers it.
06
Consultation-based testing
Ad tests are decided on consultations, not clicks, with a lower sample floor than a high-volume account needs. Signed-case imports on the top tier let Google bid toward retained clients.
N° 02Budgets
Where the money goes, decided before you spend it.
We set a monthly media budget per office and per campaign type before launch, from the click prices in your market and practice areas. Attorney-name defence takes a small, steady share. Practice-area campaigns take most of it. Local Services Ads gets its own cap, because you pay per lead rather than per click.
Budgets move once a month toward the office and practice area with the lowest cost per consultation. You approve any change to the total; we never raise spend on our own.
Investment
Clear scope. Clear price.
Flat management fees, quoted against account size — never a share of spend. Media is billed by the platform to your own card, so the number you see is the whole number.
Google Ads setup
from $2,000one-off
Tracking, structure and first campaigns for a firm starting on Google or rebuilding a messy account.
- Call and form conversion tracking
- Attorney, office and practice-area sheet
- Campaigns built through the API
- Negative list before launch
- First two ad variants per ad group
- Local Services Ads eligibility check
- Networks
- Google Search
- Offices
- up to 3
- Attorneys
- up to 25
- Practice areas
- up to 6
- Ad groups built
- up to 60
- Delivery
- 15 business days
Not included
- Ad spend (billed by Google to your card)
- Ongoing management (see the monthly plans)
- Landing pages or website changes (quoted separately)
- Local Services Ads verification fees charged by Google
- Microsoft Ads (see Bing Ads for law firms)
Google Ads management
from $1,800/mo
Search campaigns for every office and practice area, managed and tested each week.
- Attorney-name defence
- Practice-area campaigns per office
- Weekly search-term and negative mining
- Consultation-based ad tests
- Monthly report + 45-min call
- Ad spend billed direct to you
- Networks
- Google Search
- Offices
- up to 3 (then +$350/mo each)
- Attorneys
- up to 25
- Practice areas
- up to 6
- Ad groups managed
- up to 60
- Structure changes
- 4 hours / month included
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by Google to your card)
- Local Services Ads (Google + Local Services plan)
- Microsoft Ads (add-on, see Bing Ads for law firms)
- Landing pages or website changes
- Intake, call answering, or CRM work
- Any guaranteed lead or case count
Google + Local Services
from $2,300/mo
Everything in management plus Local Services Ads, with signed-case imports so bidding learns from retained clients.
- Everything in Google Ads management
- Local Services Ads setup and management
- Disputes on invalid Local Services leads
- Signed-case offline-conversion import
- Quarterly strategy review
- Networks
- Google Search + Local Services Ads
- Offices
- up to 5 (then +$350/mo each)
- Attorneys
- up to 40
- Local Services categories
- up to 6
- Ad groups managed
- up to 100
- Structure changes
- 6 hours / month included
- Response time
- 1 business day; pauses same day
Not included
- Ad spend and Local Services lead fees (billed by Google to your card)
- Microsoft Ads (add-on)
- Landing pages or website changes (quoted separately)
- Review or reputation management
- Intake or CRM work
- Any guaranteed lead or case count
Fees are flat and quoted against offices, attorneys and practice areas, never a share of spend. Media is billed by Google to the firm's own card. A three-office family-law firm typically spends $6,000 to $12,000 a month on Google Search and Local Services Ads; personal injury considerably more.
How every package works
- One package covers one firm and one ad account per network. A second brand or a second account is a second package.
- Ad spend is never inside the fee. Google and Microsoft bill your card directly, including any Local Services lead fees.
- The caps on each card are the scope. More offices, attorneys, practice areas, ad groups or hours are priced on the card or quoted before we do them, never absorbed quietly.
- Structure-change hours cover requests you send us: new attorneys, new practice areas, budget shifts, pauses. Our weekly and monthly routine does not count against them.
- Response time is for replies and pauses. New builds run on the delivery times shown.
- Month-to-month, 30 days' written notice either way. No setup fee is refunded once the build is delivered.
- You own the account, the data and everything we build in it. We hold manager access and remove it on the last day.
- We do not answer phones, run intake, manage reviews or directory profiles, or write blog content.
- Bar rules: we will not write specialist, expert, best or outcome promises into an ad, and we do not run DUI/DWI, alcohol or gambling practice areas.
- Nothing here guarantees a number of leads, consultations or cases. What we guarantee is the work on the card, on the schedule on the card.
- Anything not written on the card is not in the package. Ask before you buy; the answer is the same afterwards.
Questions
The answers we give most often.
- How much should a law firm spend on Google Ads?
- Enough to reach a meaningful sample in each practice area you advertise. Family law and estate planning can work from a few thousand dollars a month per office; personal injury needs far more, because a single click can cost $150 or more. We give you a budget range per office and practice area from your market's click prices before you commit.
- Should we run Local Services Ads or Google Search?
- Usually both. Local Services Ads sits above the search results and charges per lead rather than per click, which suits practice areas with expensive clicks. Search gives you attorney-name defence, the practice areas Local Services does not cover, and copy you control. They get separate budgets so one does not hide the other's cost.
- Can we bid on our own attorneys' names?
- Yes, and you should. Directories bid on them already. Your ad can name the attorney and the firm; a directory's ad cannot use the name in its headline. Attorney-name clicks cost a dollar or two and convert at the highest rate in the account.
- How do you keep the ads inside bar rules?
- Every line passes a banned-word filter before it is built, fee language appears only when the firm confirms it, and we ask for your state's advertising rules at setup. Disclaimers the state requires go on the landing page. The final legal review of the copy is the firm's.
- Which practice areas do you not run?
- DUI and DWI defence, and anything alcohol- or gambling-related. Family, estate, probate, immigration, business, employment, real estate, personal injury and general criminal defence are all fine.
Next step
Get a Google Ads plan for every office.
Send us your website, the attorney list and your state. We'll reply within two business days with the searches you're losing today, a budget range per office and a flat management quote.