Law Firm PPC Agency

Egochi runs paid search for law firms, the most expensive click market in advertising. Injury and criminal defense terms cost $100 to $500 per click, which means a single wasted click here costs what a full campaign day costs in other industries. At those prices, discipline is the whole job: negative keywords that filter research traffic, geographic boundaries that match where you actually take cases, ad copy that stays inside bar rules, and call tracking that follows every dollar to intake. We report in consultations and cost per case, not clicks, and we manage Local Services Ads alongside search. Management starts at $1,500 monthly, separate from ad spend, both shown side by side. Start with a free audit of where your current spend leaks.

Get Your Free Law Firm PPC Audit See What's Included

250+ Google Reviews
190+ Clutch Reviews at 5.0
UpCity Top Agency
Google Partner

As Featured In

What Makes Legal PPC Different

Four spend patterns we correct in almost every law firm ad account we take over.

A wasted click here costs a car payment

When clicks run $100 to $500, the discipline habits that are optional elsewhere become the entire job. Broad match on an injury term will happily spend a day of budget on people researching a settlement they already received. Negative keyword lists, exact geographic boundaries, and monthly search-term reviews are where legal PPC is won or lost.

The landing page decides the cost per case

A $300 click that lands on a generic homepage asks the prospect to go find their case type themselves, and many close the tab instead. Every campaign we run lands on a dedicated practice-area page with credentials and an intake path visible, which is why we care so much about law firm web design before scaling spend.

Intake speed is part of the campaign

A paid lead who hears back within minutes signs at a completely different rate than one called back tomorrow, and at legal click prices, that difference is the campaign. We track speed-to-contact alongside cost per lead and flag when spend outruns the intake desk, because more budget cannot fix a phone nobody answers.

Ad copy lives under bar rules

No outcome promises, no unverifiable superlatives, testimonial and specialist-claim rules that vary by state. Plenty of agencies write legal ads that convert and violate. We write copy that does its job inside the lines: specific about practice area and process, honest about what no lawyer can promise, ready for your ethics review.

What's Inside a Law Firm PPC Plan

Campaigns structured by practice area and case value, guarded by discipline, judged at intake.

Practice-Area Search Campaigns

Separate campaigns per case type with their own budgets and keywords, because a divorce lead and an injury lead have different values and different competition.
Local Services Ads Management

Google Screened setup and lead management for the pay-per-lead placements above regular ads, including dispute handling on unqualified leads.
Negative-Keyword Discipline

Maintained exclusion lists per campaign: research queries, free-advice searches, out-of-area cities, and job seekers filtered before they spend.
Landing Page Matching

Every ad lands on the practice-area page that answers it, with credentials and a consultation path in view. No homepage dumping at these click prices.
Call and Intake Tracking

Every call and form tied back to the keyword that produced it, with speed-to-contact monitored, so signed-case math rests on real data.
Cost-Per-Case Reporting

Management fee and ad spend side by side, reported in consultations and cost per case by practice area, so you know which campaigns earn their budget.

How We Rebuild a Law Firm Ad Account

Waste audit

We read your search-term reports and geo data before touching anything, marking the spend going to research traffic, out-of-area clicks, and case types you do not want. At legal prices, the leaks are usually large and specific.
Tracking before spending

Call tracking, form tracking, and intake handoff get wired first, because scaling spend you cannot trace to consultations is how legal budgets vanish.
Structure by practice area

Campaigns get separated by case type with budgets matched to case value, negative lists built from your market, and geographic boundaries that match where you actually take matters.
Compliant copy and launch

Ads are written inside bar advertising rules and routed for your ethics review before they run. Landing pages get matched or fixed before the first dollar of scaled spend.
Monthly discipline reviews

Search terms get reviewed every month, junk queries added to the negative lists, and budget shifted toward the campaigns with the best cost per consultation. The reporting shows the reasoning.

Straight Answers on Law Firm PPC

We tried Google Ads and it burned the budget. Why would this be different?

Most burned legal ad budgets share an autopsy: broad match keywords, no negative lists, clicks landing on the homepage, and no call tracking to say what worked. At $200 a click, that structure fails fast and loudly. Rebuilt with separated campaigns, exclusion lists, and intake tracking, the same spend reads very differently, and if it still does not, we will show you that with data.

Are Local Services Ads enough on their own?

LSAs are worth running: you pay per lead instead of per click and the Google Screened badge carries trust. But volume is capped, competition for the top slots is heavy in legal, and lead quality needs active dispute management. Firms that rely on LSAs alone leave the search results below them to competitors. They work best as one layer, not the plan.

Should we bid on our own firm name?

Check who else does. In legal, competitors and directory sites routinely bid on firm names to intercept prospects who were looking for you, and referred prospects search your name before calling. A branded campaign defends that traffic for a fraction of generic click prices. If nobody bids against your name, we scale it down and move the money.

Is PPC even worth it at these click prices?

The clicks are expensive because the cases are valuable; the market is pricing case economics, not clicks. What decides whether PPC pays is everything after the click: the landing page, the intake speed, the tracking. Run with discipline, cost per signed case can sit well inside what a case is worth. Run loose, the same budget evaporates. The structure is the difference.

Common Mistakes to Avoid

Running broad match on injury terms and paying premium prices for people researching a claim they settled last year.
Sending $300 clicks to the homepage and asking the prospect to find their own case type.
Launching without call tracking, so nobody can say which keyword produced a consultation and which produced nothing.
Promising outcomes in ad copy, stacking bar risk on top of the click cost.
Scaling spend while intake rings to voicemail, paying premium prices for calls nobody answers.

See How Egochi Works

A short look at how our team plans, builds, and reports on client work.

Is This Right for You?

This is for you if

You know roughly what a signed case is worth by practice area and want spend judged against that number.
Your intake answers fast, or you want speed-to-contact tracked and fixed as part of the program.
You want management that shows its fee beside the ad spend and reports in consultations, not clicks.

This may not be the right fit if

Your landing pages hide credentials and load slowly; we would fix the destination before scaling clicks this expensive.
You want case-count promises tied to a spend level; auction prices move and honest forecasting says ranges, not promises.

See the work: Legal case studies · PPC case studies

The Complete Law Firm Program

This page is one part of a five-part program. Each piece works alone and works better together.

Common Questions About Law Firm PPC

How much does law firm PPC management cost?

Egochi's law firm PPC management starts at $1,500 monthly, separate from the ad spend you pay Google, and both numbers appear side by side in your reporting. Ad budgets vary widely by practice area: injury markets demand more than estate planning because the clicks cost several times as much.
Why are legal keywords so expensive?

Because the cases behind them are valuable. A single signed injury case can be worth six figures in fees, so firms rationally bid clicks to $100 to $500. The auction prices the case economics. That is also why waste control matters more in legal PPC than anywhere else: every careless click costs real money.
What are Local Services Ads for lawyers?

Local Services Ads are the pay-per-lead placements above regular search ads, shown with a Google Screened badge after background and license verification. You pay for calls and messages, not clicks, and can dispute unqualified leads. They suit local practice areas well, but volume is capped, so most firms run them alongside search campaigns.
How fast does law firm PPC produce cases?

Ads can produce consultations in the first weeks, which is the channel's whole advantage over rankings that take months. Judge the account at the ninety-day mark, though: the first month goes to tracking and structure, and negative lists need real search-term data to mature. Cost per case usually improves each month as the discipline compounds.