People look for a lawyer once the problem has already happened. We set up ads so your number is right there at that moment, and the budget doesn't go to students, sample claims or free-advice seekers.
Law Firms & Attorneys We group searches by intent: high-intent queries go into separate campaigns with higher bids, informational ones become negative keywords or content.
An arrest, a search or a car accident — people call whoever answers first. If your ads don't run at night or calls go to a phone that's switched off, your budget works for a competitor. We align the ad schedule and call assets with your real on-call hours.
A large share of legal searches are for “sample statement of claim” or “how to get divorced yourself”, plus term papers and paralegal jobs. We cut this traffic with negative keywords and regularly clean up search terms, so you only pay for people looking for a lawyer.
Promising a case outcome conflicts with professional ethics and with Google's rules on misleading claims. So we build ads and landing pages around your specialization, experience in specific case types, a transparent process and reviews on your Google Business Profile.
A child support consultation and a corporate retainer have very different value. Without CRM statuses, the system optimizes for call volume. We import offline conversions for signed agreements so bidding works toward your most profitable practice areas.
Every campaign has its own role. We set the order and budget after analyzing demand in your city and your competitors.
The foundation: separate ad groups for criminal, family, military and commercial cases, each with its own copy, bids and ad schedule.
How it works 02Visibility on Google Maps for “lawyer near me” searches, sending people to your Business Profile with reviews, directions and a call button.
How it works 03We bring back people who read articles about their situation but didn't call, with a reminder about the consultation and how you work.
How it works 04Short explainer videos from an attorney build trust before the first call and strengthen brand recognition in search.
How it worksThis is just one variation. In a responsive search ad, we write up to 15 headlines and 4 descriptions, and Google assembles the best combination for each search.
Ad descriptions
Defense at every stage, from arrest to trial. We work under contract, confidentially.
We'll explain your rights and options. Call now: an on-duty attorney is available.
Automated bid strategies learn from the data we feed them. That’s why we only count actions that lead to sales.
Demand seasonality
Demand for legal services is steady throughout the year, with spikes driven by changes in legislation and high-profile events, especially in military, tax and employment law. Urgent searches come in at any hour, so we build the ad schedule around the hours when you can actually answer.
Google Ads restrictions in this niche
Legal services are allowed in Google Ads, but ads can't promise a case outcome (“guaranteed acquittal”, “we'll win any case”). Attorneys are also bound by professional ethics rules on advertising, so we build copy around specialization, experience and how you work. Topics related to military service are worded neutrally — as legal assistance by lawful means.
We break your services into separate practice areas, each with its own keywords, negative keywords and landing pages. We identify which case types are the highest priority by value.
We set up GA4, GTM, call tracking and a call duration threshold so short and accidental calls aren't counted as conversions. We also enable enhanced conversions.
We start with Search campaigns and Maps. For the first few weeks we review search terms daily and exclude informational, student and job-seeker queries.
We import CRM statuses and shift bids toward the practice areas and queries that lead to signed agreements, not just calls.
Answers to the questions business owners ask most often before launch.
Yes, legal services are allowed. The restrictions are about wording: you can't guarantee a case outcome or mislead people about your services. We check copy against Google's policies and professional ethics before launch.
We build a negative keyword list for the legal niche: samples, term papers, essays, job openings, “do it yourself”, and “free” if you don't offer free consultations. We choose keywords that signal intent to hire a professional, such as “attorney”, “representation” and “defense”. Then we regularly review actual search terms and expand the list.
Legal assistance on military service matters is a lawful service, and there's steady search demand for it. We word ads neutrally: consultation, representation, appealing decisions through the proper procedure, with no promise of a specific outcome. Sensitive topics sometimes go through additional review, so we monitor ad statuses.
We connect call tracking and link leads to your CRM. When a call turns into a signed agreement, that event is sent back to Google Ads as an offline conversion. This shows which queries bring signed clients, and Smart Bidding learns from exactly those.
Yes, local demand is the norm for legal services. We set up location targeting for your city and nearby areas and connect your Google Business Profile and location assets. People see your address and reviews and can call right away.
Leave your contact — a specialist will review your ads or website and prepare a short breakdown with concrete next steps. No obligations, no hard selling.
We reply within 1 business day
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