For law firms ยท Paid ads
Paid ads for law firms that can handle the click.
Legal keywords are expensive because every firm wants them. If the landing page and intake are not ready, ads just make you lose money faster.
Or text (508) 546-9942
The law firm version
Why it matters.
Someone searches for a divorce lawyer at lunch, clicks your ad, and lands on your homepage. It talks about the firm's history and lists every practice area. They leave, and you paid for that visit. Legal search terms are costly, so every wasted click hurts. I do not start a campaign until the destination page and the intake behind it are ready to turn a click into a consult.
Ad copy for a firm has extra constraints. No promises about results, no implied specialization you cannot back up, nothing misleading about fees, and the Massachusetts and Rhode Island rules of professional conduct apply to a search ad just as they do to a billboard. I write within those limits and you approve every ad before it runs. Then I measure to signed engagements, not clicks.
What I would build
For a law firm.
For people already searching for a specific matter type in your area. Tight radius, tight keywords, and negative keywords that keep out searches for free legal aid or law school.
A divorce ad goes to a divorce page with a consult form, not the homepage. Built for the ad, with intake fields that support a conflict check.
Tracking numbers on every ad so you know which campaign produced which consult, and which consults became clients. That is what a matter actually cost you.
When an attorney is buried in trial or a practice area is at capacity, the ads pause. Paying for consults you cannot take is money thrown away.
The mistake I see
Bidding on every practice area at once
A small firm switches on ads for injury, divorce, criminal, estate and real estate on a modest budget. Each campaign gets a trickle, none of them learns anything, and the expensive terms eat the rest. Start with the single practice area that has the best fees and the most capacity. Prove it books consults. Then decide whether to expand or stop.
What you get
Paid ads.
Ads amplify whatever is already there. If the page does not convert, ads make you lose money faster.
- Search and call-only campaigns for people already looking
- Retargeting for the ones who bounced
- Landing pages built for the ad, not the home page
- Call tracking so you know what a booked job cost
- A pause rule for when you are booked out
How it goes
For a law firm, step by step.
→ Keep scrolling. It moves sideways.
Check the destination
If the page is not ready, I fix that first or I do not start.
Start small and local
Tight radius, tight keywords, real budget cap.
Measure to booked work
Not clicks, not impressions. Jobs.
Scale or stop
Both are acceptable outcomes and I will tell you which.
Step five is you.
The free Receipt shows what your law firm should fix first. About half a minute, no card.
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Questions
What law firms ask.
Should we run Google Local Services Ads?
They can work for some practice areas, since you pay per lead rather than per click and the listing sits above regular ads. They need a complete profile and solid reviews to compete. I check whether your practice area is eligible and whether the leads match the matters you actually want.
Can our ads mention a free consultation?
If you genuinely offer one, it can be a strong ad. The wording has to match what the consult really includes, so nobody arrives expecting more than you give. I confirm the language with you, and the landing page repeats it word for word so the ad and the page never disagree.
What budget do we need?
Enough to gather real data in one practice area, which depends on how competitive those terms are locally. I set a firm cap, start small and local, and report honestly after the first stretch. The spend itself is paid to the ad platform; my fee is separate and covers the management.
What comes after
Pairs well with.
Your website has one job plenty of firms ignore: turning a stressed stranger into a booked consultation before they call the next firm on the list.
Usually nextIntake automation for law firms.Matters are lost in the gap between the first call and the first callback.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your law firm up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942