neticDivorce practice, Kraków
A landing page plus Google Business Profile. The firm paused the campaign because the pipeline filled faster than it could take on cases.
939 leads14 monthsPLN 65,101 spend
PPC for law firms
Legal clicks are among the most expensive in Google Ads. Everything depends on which searches you refuse to pay for
- We brought a divorce practice 939 leads in 14 months
- Flat fee from $400 a month, no percentage of spend
- Call tracking, because legal clients phone rather than fill in forms
- Replies within 15 minutes during working hours
We show you which search terms are draining the budget before you commit to anything.
Google Ads Aug 2025 - Sep 2026
Law firm, Kraków
939conversions in 14 months
222conversions in the best month
PLN 65,101ad spend
Conversions, running total
Aug 25NovFebMaySep
A law firm we can show with numbers
Insurance company
A different sector, the same discipline around lead cost.
7,308 conversionscost per lead down from $10 to $515 months
What makes legal PPC different
Clicks cost a fortune
In competitive practice areas a single click can cost more than lunch. One irrelevant search term left unchecked can burn a day's budget.
People call instead of filling in forms
If calls are not tracked, the account looks as if it produces nothing and the algorithm optimises towards the wrong thing.
Policies are strict
Legal advertising faces extra restrictions in several markets. We spent three years working with those rules inside Google.
How we run a law firm's account
- Week 1
Practice areas first
Divorce, immigration, injury, corporate. Each becomes its own campaign, because the clients and their value differ.
- Week 1
Negatives before bids
Free advice, templates, salaries, law school. At the start the negative keyword list is longer than the keyword list.
- Week 2
Landing page
One page per practice area, with the fee structure explained. Silence about money costs more leads than a high price does.
- Week 2
Call tracking
Calls, form fills and messaging app conversations, all reported in the account.
- Month 2
Lead quality review
We ask which leads became cases, then optimise towards those search terms rather than towards volume.
Keyword research for lawyers, built around cases
Someone typing "divorce lawyer near me" or "criminal defence solicitor" wants to hire. Someone typing "how to file for divorce yourself" wants to avoid hiring. Both look relevant in a keyword list, and only one of them is worth a legal click price.
We build the list around the practice area, the location and the moment of need, then cut the research queries before launch. Personal injury, family law, immigration and criminal defence each have their own vocabulary, and the ads speak it.
Ad copy that passes review and gets the call
Legal ads cannot promise outcomes, and in several markets professional rules limit what a firm may say. We write ads around facts a client can check. The cases you take, whether the first consultation is free and how quickly you call back.
Call assets, location assets and sitelinks to each practice area take up more space in the search results and give the visitor a reason to phone rather than keep scrolling.
Search ads, Local Services Ads and the map pack
In the US and some other countries Google also shows Local Services Ads for lawyers, paid per lead rather than per click. Where they are available for your practice area, we look at them alongside search campaigns.
The map pack matters as much as the ads. For the divorce practice in our case study we rebuilt the Google Business Profile. The services listed went from 0 to 33, every review got a reply, and the profile brought 43 calls in six months on top of the ads.
From cost per click to cost per signed case
A legal click is expensive, so its price says little on its own. What matters is how many clicks it takes to get a consultation and how many consultations turn into retained clients.
When your intake team marks which enquiries became cases, those results can go back into Google Ads as offline conversions. From then on the account bids for the people who sign.
Numbers from our own accounts, not from a pitch deck
12,055conversions for clients in the last 12 months
9 yearsrunning Google Ads accounts since 2017
11 marketsEurope, the US, Canada, the UAE
15 minutesthe longest you wait for a reply during working hours
Your audit is done by the founder, not a sales rep
Our founder, Daniel Norets, spent three years inside Google Ads technical support and saw first-hand why ads get disapproved, why accounts get suspended and where budgets disappear. Since 2017 the agency has put that experience to work on the advertiser's side.
At the start, our founder personally reviews your account and shows you what is holding results back.
Pricing for legal practices
Account audit
$0
We review the account and show you the irrelevant search terms on a call.
- 20-minute call
- Wasted spend list
- Your decision after that
Management
from $400/mo
A flat fee regardless of ad spend, which matters more in legal niches than anywhere else.
- Campaign per practice area
- Call tracking
- Monthly report
Landing page
from $400
A page per practice area, built for paid traffic.
- Copy written by us
- Mobile-first
- Analytics from day one
What you keep, even if we part ways
The account stays yours
Campaign history, conversion data and access belong to you. Everything keeps running after we stop.
Month-to-month
No annual lock-in. You stay because you see the results, not because of a contract.
Flat fee
We do not earn more when you spend more, so we have no reason to inflate your budget.
Questions from law firms
How much should a law firm spend on Google Ads?
Enough to buy a meaningful number of clicks in your practice area. In competitive areas that means a four-figure monthly budget, and we tell you so honestly before you start.
Can you advertise legal services in every market?
In most, but several have extra verification requirements. We check the policy for your jurisdiction during the audit.
How do you measure results when clients call?
Call tracking with a dedicated number, plus conversions from forms and messaging apps. Without it the account is optimising blind.
Do you write the landing page copy?
Yes, after a call about your practice. We need the facts, your fee structure and the objections you hear in consultations.
Will you work with more than one firm in the same city?
No. Two clients bidding on the same keywords in the same city is a conflict of interest, and we say so upfront.
Does PPC work for personal injury and criminal defence firms?
Yes, and those are the most expensive areas, so negatives and call tracking matter even more. We start with a smaller geography and widen it once the cost per case is clear.
Do you run Local Services Ads?
Where Google offers them for your country and practice area, we review them next to search campaigns. They bill per lead, so they need the same intake discipline as calls from search ads.
Is PPC better than SEO for a law firm?
They do different jobs. Ads bring calls from the first week, while organic rankings take months. A sensible order is ads and a strong Google Business Profile first, then content once the ads show which cases are worth chasing.
How long until we see signed cases?
The first calls usually come within days of launch. Signed cases follow at the pace of your consultations.
Let us show you where your budget is being wasted, free of charge
Leave your details. We reply within 15 minutes during working hours and book 20 minutes to walk you through your account.
No spam. One call and a specific list of fixes, then the decision is yours.