Google Ads for law firms built around signed cases, not just clicks.
Legal keywords can be expensive and unforgiving. We map searches to real case intent, fix call tracking, and build pages that help turn qualified clicks into consults and signed-client feedback instead of wasted budget.
A free audit of your ad accounts, your competitors, and where your spend is leaking.
Our paid media, by the numbers.
qualified pipeline for Lumini, in 60 days at $12.59 per lead
phone-call leads for United Collection, in 60 days
luxury leads for Christie’s, at $15.96 per lead
Recent paid media clients: Lumini, United Collection, Christie's International Real Estate, Villa Bella Vita.
How we run Google Ads for law firms.
Legal is a difficult auction. You win it on intent, tracking, landing-page fit, and intake feedback, not bigger bids alone.
Intent Map by practice area
We classify every search as a case worth taking, a tire-kicker, a current-client query, or a competitor, then put budget on the cases that actually pay.
Track beyond raw leads
Every call and form tracked to the practice area and keyword, so the account can learn from qualified consultations and signed-client feedback where available.
Practice-area landing pages
A DUI search should not land on your homepage. We build pages that match the case and turn an expensive click into a consult.
Local Services Ads
LSAs can add a separate local lead source with Google screening surfaces where applicable. We run them alongside search and keep their tracking separate.
Why most law firm Google Ads bleed money.
The spend is real and the signed cases are hard to see. Here is usually why.
Broad keywords burn the budget.
Practice-area intent
Bidding on "lawyer" pulls every tire-kicker in the state. We tighten to the practice areas and intents that sign.
You track calls, not cases.
Track beyond raw leads
A call is not a case. We connect lead quality and signed-client feedback to the account wherever the firm can provide it.
Clicks hit a generic page.
Pages that match
A practice-area search landing on your homepage wastes the click. We build the page that matches the case.
You ignore Local Services Ads.
LSA and local
LSAs can create a different lead flow than search. We test them alongside search when eligibility, market, and intake make sense.
The method
The platforms’ AI optimizes for the platforms. Ours optimizes for you.
When Meta, Google, or LinkedIn say "let our AI run your ads," the question they never answer is: toward whose outcome, theirs or yours? We keep the judgment, they run the auction. Targeting is commoditized now, so we win on creative velocity, test more angles faster, reverse-engineer what is working in your competitors’ ads with StealAds (stealads.ai), the ad-intelligence software we built, and feed the platforms clean signal so they find buyers, not cheap clicks. We run it all on the ad agent kits we build and open-source.
View our open-source Google Ads copilot→Common questions
Which practice areas do you work with?
Personal injury, criminal, family, immigration, estate, and more. We tune intent and tracking to the cases each one signs.
How expensive are legal keywords?
Legal keywords are often competitive enough that CPC alone is the wrong steering metric. Intent, landing-page fit, intake quality, and signed-case feedback matter more than cheaper clicks.
Do you run Local Services Ads?
Yes. We run LSAs alongside search when they fit the practice area and market, while keeping their lead quality and signed-case reporting separate.
How fast do we see cases?
Qualified calls can arrive quickly once tracking and pages are live, but the signed-case learning improves as intake and outcome data accumulate.
What does it cost?
Management typically runs $3,500 to $10,000 per month depending on spend and channels, plus your ad budget. We are transparent about both, and we do not mark up your media.
See where your legal ad budget is leaking.
Get a free ad account audit. We will show you the wasted spend, the missed case intent, and how we would connect the account to qualified consultations and signed-client feedback.