Estate Planning PPC Ads: How to Get High-Paying Clients in 2025

Estate planning isn’t a snap decision. Clients are cautious, selective, and looking for someone they trust. If you’re not visible when they search, they’ll find another lawyer who is.

That’s where estate planning PPC ads come in — they help you capture high-intent clients right when they’re ready to take action.

In 2025, paid ads are one of the fastest, most effective ways to land clients who are actively looking for help. In fact, 37% of law firms are already investing in paid advertising like LinkedIn to reach potential clients. And that number is only going up!

This guide shows you how to run PPC campaigns that attract qualified leads — without wasting money on unqualified clicks.

When Should You Use Estate Planning PPC?

A lot of lawyers think that law firm PPC is for emergencies when they desperately need clients. In reality, it’s a strategic growth tool you can use regularly. And if you're not sure how to do it yourself, enlist a trusted marketing agency.

When should you use online advertising? Estate planning PPC ads are great when you’re launching a new service, expanding into a new location, or running a campaign during high-intent times like tax season or year-end.

They’re also perfect for reaching specific audiences (like new parents or retirees) to increase visibility alongside your ongoing SEO (search engine optimization) strategy.

— Estate Planning PPC Case Study: Barr & Douds’ 39% Lead Surge

With PPC, their marketing qualified leads (MQLs) rose by 39%, traffic increased by 31%, and cost per lead dropped by 21%. This is proof positive that smart PPC ads drive real growth.

Estate Planning PPC Examples

Wondering what a great estate planning advertisement actually looks like? It starts with targeting the right search terms like “estate lawyer for seniors” or “help with wills near me.”

Add in a clear call-to-action, smart geo-targeting, and messaging that speaks to life moments, and you've got a PPC ad that brings in real leads, not just clicks. Let's look at some examples.

Estate Planning PPC Ads Types

If you’re only running one kind of ad, you're leaving money on the table. The best estate planning PPC campaigns don’t rely on a single format — they mix it up to attract more estate planning clients at whichever stage of the buying journey they're at.

— Search Ads

Search Ads are the bread and butter of PPC advertising. When someone searches for relevant keywords on search engines like Google, your text ad appears at the top of the search results. These ads are highly targeted and allow you to reach individuals actively seeking estate planning services. With compelling ad copy and strategically chosen keywords, you can capture the attention of prospective clients at the right moment, increasing the likelihood of engagement and conversions.

— Display Ads

Display Ads are visually appealing banners on websites, mobile apps, and social media platforms. Through eye-catching designs, images, and compelling messages, Display Ads help create brand awareness and capture the attention of your target audience. These ads can be targeted based on demographics, interests, and online behavior, allowing you to reach potential clients even when they're not actively searching for estate planning services.

— Video Ads

Video Ads are a dynamic and engaging way to showcase your estate planning services. With a compelling narrative and visual storytelling, you can connect with more estate planning clients on a deeper level.

Whether it's a client testimonial, an informative video explaining the importance of estate planning, or a virtual office tour, Video Ads allow you to convey your message effectively. These ads can be displayed on platforms like YouTube and other video networks, capturing the attention of your target audience and leaving a lasting impression.

Platforms like Facebook, Instagram, and LinkedIn offer robust targeting options, allowing you to tailor your ads to specific demographics, interests, and behaviors. From promoting your services and sharing educational content to engaging with your audience through interactive campaigns, social media ads enable you to build brand awareness and foster meaningful connections with potential clients.

How to Manage a PPC Campaign for an Estate Planning Law Firm

Running a successful PPC campaign for your estate planning firm takes more than hitting “publish.” The right strategy can drive qualified leads, boost your visibility, and grow your client base fast.

But how do you craft that plan and manage it effectively? Here’s how to generate estate planning leads through smart, results-driven PPC management.

— Understand Your Target Audience

Before you can effectively manage a PPC campaign for your estate planning law firm, you need to deeply understand your target audience. This means knowing their demographics, psychographics, and pain points. What are their biggest concerns when it comes to estate planning? What are their goals? What are their fears?

Once you understand your target audience well, we encourage estate planning practices we work with to create a client persona. A client persona is a fictional representation of your ideal client based on research and analysis. It helps you visualize and understand the characteristics of the individuals you want to attract. For an estate planning law firm, a client persona may look like this:

• Name: Sarah
• Age: 55
• Gender: Female
• Occupation: Associate Dentist
• Income: $200,000
• Marital status: Married with two children
• Concerns: Sarah is worried about providing for her family after her death. She also wants to make sure that her assets are transferred smoothly.
• Goals: Sarah wants to create an estate plan to protect her family and ensure that her assets are distributed according to her wishes. She also wants to minimize the taxes her heirs will have to pay.

—Identify High-Performing Keywords

If you want your estate planning PPC campaign to actually bring in clients, you’ve got to start with how they search. That means digging into the keywords real people are typing into Google:

• Estate planning attorney
• Wills and trusts lawyer
• Probate law firm near me
• Asset protection services
• Estate planning for families

The right keywords have strong search volume, low competition, and clear intent to hire. Tools like Google Keyword Planner, SEMrush, or Moz can help you find them, but if you'd rather not spend hours figuring it out, we've got you covered. Grow Law Firm has done this a thousand times and can help you hit the ground running.

Top Estate Planning Keywords for PPC

The secret to getting better leads? Start with laser-focused estate planning keyword research.

Think about what real people actually search for like “wills lawyer near me” or “estate planning for parents.” Use those high-intent terms in your campaigns to reach the right clients at the right time. This is a great way to get seen by people who want to enlist your legal services.

Tip: Always double-check search volume and cost-per-click (CPC) using up-to-date tools like Google Keyword Planner. Tailor your keyword list to fit your location, services, and the specific types of clients you want to attract.

— Allocate the PPC Budget and Optimize Bids

Budgeting for PPC takes careful planning. Here’s how to do it right:

• Start with a clear goal
  Know what you want to achieve — more leads, more visibility/brand awareness, or both.
• Set a realistic budget
  Base it on your audience size, keyword competition, cost-per-click (CPC), and overall marketing strategy.
• Choose the right bidding strategy:
  • Manual bidding gives you full control over each keyword’s bid.
  • Automated bidding lets Google adjust bids based on your goals and budget.
• Optimize continuously
  Review keyword performance often and adjust bids to focus on what’s working.
• Use bid adjustments strategically
  Tweak bids based on device, location, and time of day to reach your best-performing segments.

Smart bidding isn’t about spending more, it’s about spending smarter.

— Craft Persuasive Ad Copy and Messaging

Your ad copy should effectively communicate the value of your services, engage potential clients, and entice them to take action.

Before you write, you need to identify what sets your estate planning services apart from competitors. At Grow Law Firm, one of the first things we ask for is your Unique Selling Proposition (USP)- make sure you have one! Highlight your expertise, personalized approach, or any unique benefits you offer potential clients.

Make sure to:

• Use strong headlines: Your headlines should be attention-grabbing and relevant to your target audience.
• Use clear and concise language: Your ad copy should be easy to read and understand.
• Highlight your unique selling points: What differentiates your law firm from other estate planning law firms?
• Include a call to action: Tell potential clients what you want them to do, such as "Call us today for a free consultation."

— Design Conversion-Optimized Landing Pages

A landing page is where potential clients land after they click on your ad. High-converting lawyer landing pages match your PPC ad’s message and guide visitors toward action, like calling your firm or filling out a form. Keep it focused, relevant, and easy to navigate.

Key elements to include:

• A clear, benefit-driven headline
• Concise copy that highlights your value and addresses client pain points
• A strong, visible call-to-action (CTA)
• Visuals that reinforce your message
• Trust-builders like testimonials, reviews, or certifications

The goal? Making sure clicks to your landing page actually convert into booked consultations by creating a page that builds trust and moves clients to act.

Explore how to craft a converting legal landing page in our blog!

— Monitor Performance and Optimize Campaigns

When you track your PPC campaign, it's much easier to improve results and get the most from your budget. Use tools like Google Ads, Google Analytics, or platforms like SEMrush and HubSpot to monitor performance and make data-driven adjustments.

Important metrics to track:

• Click-through rate (CTR) – % of users who click after seeing your ad
• Conversion rate – % of clicks that lead to a desired action
• Cost per click (CPC) – Average cost per ad click
• Impressions – How often your ad appears
• Quality score – Ad relevance and performance
• ROAS – Revenue per dollar spent

Use this data to adjust bids, pause weak keywords, and double down on what’s working.

— Recapture Lost Leads with Retargeting Ads

Just because someone didn’t convert the first time doesn’t mean they’re gone for good. Retargeting ads let you reconnect with people who visited your estate planning website or clicked your ad but didn’t take action.

Here’s how it works: a cookie tracks their visit, then shows them targeted ads as they browse other websites or platforms. You can segment your audience — like users who visited your homepage but didn’t fill out a form — and tailor ads to bring them back.

Set up retargeting through Google Ads or social media, and turn missed opportunities into new consultations.

Benefits of PPC Advertising for Estate Planning Attorneys

Imagine putting your law firm in front of people actively searching for your services, ready to take action. That’s exactly what PPC does. And the benefits go far beyond visibility, which is why it's a crucial part of your online marketing efforts.

— Quick Results

Unlike traditional marketing, which can take months to gain traction, PPC delivers quick visibility and leads, exactly when potential clients are searching.

Here’s why PPC gives you a head start:

• Instant visibility: Your firm appears at the top of Google within days, not months.
• High-intent targeting: Show up only when someone searches for terms like “estate planning lawyer near me.”
• Faster lead generation: Reach people right now who need help — no waiting on word-of-mouth.
• Proven impact: 65% of high-intent searches result in someone clicking a paid ad.

PPC gets you in front of ready-to-hire clients fast.

— Targeted Audience

With PPC for estate and probate lawyers, you’re not casting a wide net — you’re using a laser. Target by location, age, income, intent, and more to make sure your ads reach the people actively searching for estate planning help. 90% of consumers say they’re more likely to engage with ads tailored to their needs.

— Flexibility

PPC gives you full control. You can change your copy, keywords, budget, or targeting at any time. And when market conditions shift or a campaign underperforms, you can pivot fast. This agility ensures that your advertising efforts remain aligned with your business goals and budget.

— Cost-Effectiveness

PPC advertising ensures that your budget is allocated toward actual engagement, as you only pay when someone clicks on your ad. This model allows for precise control over your advertising expenses. Notably, businesses earn an average of $2 in revenue for every $1 spent on Google Ads, reflecting a 200% return on investment.

— Improved SEO

PPC and SEO work better together. Running PPC ads can drive high-quality traffic to your site, boost engagement, and signal relevance to search engines. Over time, this can support better organic rankings. Learn more about SEO for estate planning lawyers.

Ready to Score a 400% to 800% ROI? Partner with the Right Estate Planning PPC Experts

At Grow Law Firm, we handle every part of your lawyer PPC campaign to bring you new estate planning clients consistently. From ad copy and keyword targeting to performance tracking and real-time optimization, our legal marketing experts will help you get seen and get hired.

As a professional PPC agency, we’ve helped estate planning attorneys across the country:

• Boost their leads by up to 1,018%
• Increase ROI by as much as 400% to 800%
• Fill their calendar with high-value clients month after month

Don't risk your revenue. Contact us now to grow your law firm.