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Law firm PPC & SEO

From a team with eight years inside personal injury search.

Paid search, Local Services Ads and SEO for personal injury, DUI and family law firms, from a team with eight years running personal injury search in three markets.

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Legal is the most expensive category in paid search, and the one where account structure, call handling and reviews decide the outcome more than anywhere else. We ran a personal injury firm's paid search across three markets for eight years, at multiple six figures a month at peak, built their first landing page and Google Ads account, and took their Google reviews from a handful of bad ones to hundreds at 4.8. That account is the playbook we run for every firm. Read the case study.

Practice areas we work in

Personal injury (auto, truck, motorcycle, premises, wrongful death), DUI and criminal defense, family law, immigration, employment and workers' compensation. Each has its own search language, its own cost per click and its own compliance considerations, and each gets its own campaign structure.

  • Intent separated by urgency. "Arrested last night" and "how much is a DUI lawyer" are different campaigns with different bids and different pages.
  • Call tracking to intake. In legal, the lead is a phone call and intake decides whether it becomes a case. We track to keyword level and work with your intake team on answer rates and scripts, because a missed call at $150 a click is a real loss. Call tracking.
  • Offline conversion import. Signed cases fed back to Google so bidding optimizes for cases, not calls.
  • Local Services Ads. Google Verified, review-driven, pay per lead, shown above everything. The most contested LSA category and one we manage daily. LSA.
  • Bar-compliant copy. Advertising rules vary by state; we write to them.
  • Practice-area landing pages with case results where allowed, attorney bios, and a call button that's always visible. Landing pages.

Reviews

The process that built several hundred 4.8-star reviews for a PI firm: follow up with every client after their case closes, make leaving a Google review easy, and get complaints to the firm fast so they are handled. Reviews drive LSA ranking, map pack ranking, and click-through on ads showing stars. Local SEO.

What it costs

Most firms we work with spend $5,000 to $100,000 a month on Google and Microsoft. Management is an onboarding fee plus a tiered percentage of spend, 15 percent on the first $25,000 and less above it. LSA management is included for the first 90 days. Pricing.

Frequently asked questions

Can you compete with the big PI advertisers in my market?
On structure, pages and call handling, yes. On raw budget, you don't have to; a tightly targeted account at $20k often outperforms a sloppy one at $100k on cost per signed case.
Do you work with more than one firm in a market?
Not in the same practice area in the same market. Ask and we'll tell you if there's a conflict.
Do you integrate with Clio, Lawmatics or Lead Docket?
Yes, for offline conversion import and reporting.

Find out what your account is leaving on the table.

A senior strategist audits your Google or Microsoft Ads account and sends you the findings in writing, with a 90-day roadmap. Free, and yours to keep whether or not you hire us.

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