Google Ads for Lawyers
Google Ads for Lawyers that brings in signed clients.
Google Ads puts your firm in front of someone the moment they search for help with a legal problem, before they've called three other firms. It fills your intake calendar, but it can't replace an intake process that actually converts calls into signed clients.
- 10% of ad budget, $600/month minimum
- No markup on your spend, ever
- 30-day guarantee, pay only if it works
Campaign mix
Built around how legal searches actually happen.
Search: practice-area terms
Separate campaigns for each practice area you run, from 'divorce lawyer near me' to 'estate planning attorney', so the ad copy and your bid reflect what that specific case is worth to the firm.
Call-only for urgent matters
Some legal needs are urgent: an arrest, a served notice, a sudden custody dispute. A call-only campaign for those searches skips the website and rings your intake line directly.
Remarketing to site visitors who didn't call
Someone reading your practice-area or attorney-bio pages without calling is usually still comparing firms. A remarketing ad brings them back before a competitor's ad does.
Local Services Ads, where your practice area qualifies
Google runs Local Services Ads for a growing list of practice areas, including family law, criminal defense, immigration, and personal injury, with a pay-per-lead model and a Google-screened badge. Worth adding if yours is on the list.
What Google Ads costs for lawyers.
Average cost per click: $9.87
The 2026 search advertising benchmarks published by LocaliQ with WordStream put the average cost per click for the Attorneys & Legal Services category at $9.87, among the higher costs of any category they track.
Average conversion rate: 5.55%
The same benchmark shows about 5.55% of clicks turning into a lead, lower than most service categories, because a legal click often comes from someone still researching before they commit to calling any firm.
What a $5,000 a month budget looks like
At $9.87 a click, $5,000 buys around 507 clicks. At a 5.55% conversion rate, that's roughly 28 inquiries a month. 10% of $5,000 is $500, which falls under our $600 minimum, so the management fee is $600.
State bar advertising rules apply
Most states and provinces have bar or law society advertising rules covering claims, testimonials, and disclaimers. We write ad copy to stay inside those rules, and you should have your bar's current guidelines on hand before we launch.
How we set up Google Ads for a law firm.
01
Tracking before spend
Call tracking and form tracking go live before launch, split by practice area, so you can see exactly which case type each dollar of ad spend is producing.
02
A landing page per practice area
Each practice area gets its own page matched to the ad that sent the click, instead of one general firm page trying to speak to every kind of case at once.
03
Negatives, search terms, and tracked calls
We review the real search terms triggering your ads weekly, cut the ones that bring in job seekers or people outside your service area, and confirm every call is tracked back to its campaign.
Google Ads FAQ for lawyers.
It depends heavily on the practice area, since some case types cost far more per click than others. Most firms start between $3,000 and $10,000 a month; we recommend a specific figure in your free proposal based on your practice areas.
For most practice areas, yes, because the value of one signed client usually covers many months of ad spend. It works best alongside an intake process that actually answers and converts the calls the ads produce.
Search built around each practice area, with call-only campaigns for urgent matters and remarketing for the people still comparing firms. Local Services Ads is worth adding if your practice area qualifies.
Most firms see the first qualified calls within the first one to two weeks of launch. It takes closer to a month for us to see which practice area and which search terms are producing your best signed cases.
A flat tenth of the ad budget, floored at $600 monthly, and zero markup on Google's invoice. We start with no setup fee, no term, and a 30-day promise that you do not pay if it fails.
See what Google Ads would cost for your firm.
Tell us your practice areas and your intake capacity. One business day later you have a free proposal and a real number to start with.