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Grow Your Law Practice with Our Law Firm PPC Services

PPC, or pay-per-click advertising, is an incredibly powerful tactic that lawyers of any practice area and of all sizes can use.

Lawyer PPC services can help bring more qualified leads to your website through targeted ads that use relevant keywords to your practice.

As there are so many moving parts in paid search advertising, it’s essential that you have a team of law firm PPC experts running and overseeing your campaigns. This is exactly what you can expect from Grow Law Firm.

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Why Does Your Law Firm Need PPC Advertising?

Traditional forms of advertising are becoming less popular as paid search advertising yields higher-quality, more consistent results for law firms. Today’s lawyers have no choice but to tap into different digital marketing tactics to reach their target audience through both SEO and PPC efforts. Law firm PPC advertising is proven to deliver more qualified inbound leads at the lowest-possible conversion cost.

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What are some other law firm PPC benefits?

  • PPC campaigns generate immediate results through search ads. You won’t have to wait weeks or months to see movement in your rankings.
  • PPC advertising puts you above the search results, so people are more likely to click on your ad.
  • Paid search analytics are tangible and easy to track. You can easily adjust your paid search campaign to adapt to changes in the market
  • Attorney PPC services allow for more precision on who sees your ads, generating more qualified leads.
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Our Law Firm PPC Services Include

As a lawyer, you deal with many moving parts each day. Producing and running a successful PPC campaign is time-consuming, and something our law firm PPC agency can handle while you focus on your legal practice. Here’s how Grow Law Firm can help.

  • Effective On-page SEO to Rank Your Lawyer Website Higher

    Google Ads to Reach Clients Searching for Law Firms

    Search ads are one of our primary PPC specialties.

    With over 246 million Google users and every law firm trying to be noticed, it can be hard to stand out. We use targeted keyword research to create ads and paid search campaigns designed to outperform your competition. We will help you reach your ideal audience while lowering the cost per lead, making PPC a worthwhile long-term investment that delivers quick results.

  • Tailored Keyword Research to Target Prospective Clients

    Social Media Ads to Get in Front of Your Clients

    Social media advertising is another facet of our PPC services.

    We use platforms such as Facebook and LinkedIn to get you more leads and help you garner repeat business. Attorney advertising on social media is a great strategy for finding new clients by targeting your demographic in addition to geo-targeting for your particular practice area. Social media allows us to be incredibly specific with your audience— we’ll create a model audience to target and focus our efforts there.

  • Expert Content Aimed to Boost Your Website

    Traditional Display Advertising to Build Brand Awareness

    Display ads are the eye-catching banners, images, and text boxes you see on other websites. When placed in front of the right audience, display and banner ads can be incredibly effective.

    Our law firm PPC experts will work with you to pinpoint your ideal demographic, website placement, topics, verticals, and keyword targeting to ultimately drive more business to your website.

  • Link Building and Off-Page SEO to Increase Authority

    Local Service Ads to Dominate Your Local Lawyer Market

    Dominate your local market through our local ads for lawyers.

    When a user Googles a specific service in their area, they will come across advertisements detailing location, contact information, and reviews for nearby businesses. These local ads are a fantastic opportunity for a business to stand out. Also, with local ads, unlike regular paid search ads, you only pay when a prospective client contacts you through the ad. With our strategy, we can help generate local leads by ensuring your law firm appears at the top of the search engine results page.

  • Link Building and Off-Page SEO to Increase Authority

    Tailored Retargeting to Remind Prospective Clients About Your Law Firm

    Law firm retargeting is another digital advertising technique that allows your law firm to display targeted ads to users who have previously visited your website but did not convert.

    These visitors did not fill out a contact form, download a file, or follow through with their intention. Retargeted ads can help you stay top of mind for these potential clients.

  • Link Building and Off-Page SEO to Increase Authority

    Custom Landing Pages to Increase Lead Conversion

    Landing pages play a crucial role in the legal marketing funnel and can help you get more clients.

    After a potential client clicks on an ad, they will get to the page that is connected to the ad. To increase the chances of this potential client becoming a paying one, you need to have an optimized landing page. Our law firm PPC agency can create custom landing pages that will catch the attention of your clients and increase the chances of them choosing your services over the competition.

We Can Help You Surpass the Competition

We Can Help You Surpass the Competition

If you want to have a successful legal marketing campaign, you have to be at the top of your game. And our team at Grow Law Firm is always at the top of our game.

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How We Help Businesses Like Yours Achieve Success

Gounaris Abboud
  • Increase in Leads from LSA 200%
  • Decrease in PPC Cost per Lead 17%
  • Ranks in Google Local Map Pack for "DUI Attorney Dayton" Number one
View Case Study
HagEstad Law Group, PLLC
  • Increase in Qualified Leads 346%
  • Increase in Organic Traffic 66%
  • Increase in Conversions 40%
View Case Study
Omar Ochoa Law
  • Increase in Qualified Leads 61%
  • Increase in Organic Traffic

    Organic traffic is those visitors that land on your website from unpaid sources, essentially free traffic.

  • Ranked for "Property Damage Lawyer" in TexasNumber one
View Case Study
Jacob Fuchsberg Law Firm
  • Increase in Qualified Leads 108%
  • Increase in Organic Traffic 30%
  • Decrease in Cost per Lead 56%
View Case Study

Leading practices rely on Grow Law Firm


Lawyer PPC Services for All Practice Areas

Regardless of your area of law, our PPC experts can help grow your business, guaranteed. Here are some practice areas with which we can assist through lawyer PPC advertising.

How We Set Up and Manage Efficient Attorney PPC Campaigns

Our process includes four major steps: research, strategy development, implementation, and ongoing optimizations.

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  • Step 1. Conduct Initial PPC Research

    In our initial meeting, we will learn important details about your firm and discuss your business goals. During this phase, we will review your competitors and their ads and begin conducting our initial keyword research. We use only the most advanced tools to provide you with comprehensive, accurate data.

  • Step 2. Law Firm PPC Ad Strategy Development

    From there, we will build an ROI-focused strategy based on our initial conversation, all efforts pointed toward your law firm’s goals. Once we have a plan in place for your keywords, ads, and targeting, we will discuss our strategy with you in detail.

  • Step 3. Implement Your PPC Ad Campaign

    We then begin setting up your personalized campaign, tracking every element, including when the ads are run, your geographical area, and your selected keywords and negative keywords. Once the ads are launched, we will perform A/B testing to determine which ads are most effective. We track all of this campaign data with Google Analytics and KPI documents to keep you in the loop at all times.

  • Step 4. Ongoing Law Firm PPC Ads Optimization

    We periodically review the performance of your ads and make adjustments based on our findings. Our goal is to drive your Cost per Lead down, wherein you generate more leads with the same ad spend budget. Curious how your campaigns are doing? We will report on the success of your PPC campaigns every month.

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  • Grow Law Firm has been a great partner for us. I'm really happy with the improvement they've made in our lead pipeline, and it's not just about numbers either; their coaching skills coupled with constant feedback from them make all of this possible!

    Jonathan S.
  • GLF has really impressed me with their marketing plan. I'm thrilled to say that they've created not just a new website but also an entire branding strategy for the company, which is something other agencies don't do! It looks like we'll be working together in years ahead.

    Kathy K.
  • The first time we used this company, everything went smoothly and our website was up within a few days. Our law firm has used them again since then with the same results – fast responses to messages; quick builds; great customer service! Highly recommend to anyone looking for web design or SEO services.

    Andrew T.

Tailored PPC Management Services for Your Law Firm

We offer PPC management for lawyers in all practice areas and of all sizes.

  • We start by conducting competitive in-depth keyword research followed by setting up your law firm's PPC campaigns

    The initial phase also consists of:

    • Website and landing page audit
    • Strategy development
    • Ad creation
    • Full, custom set up of all paid search campaigns
  • The second portion is ongoing campaign management

    • Replacing negative keywords
    • Keyword optimization
    • Device targeting optimization
    • Ad schedule optimization
    • Location targeting optimization
    • Conversion rate optimization
    • ROAS optimization
    • Big management and optimization
    • Ongoing account optimization
  • Our law firm PPC experts will also provide you with

    • Monthly reporting
    • Conversion tracking and analytics setup

Why Choose Us to Be Your Lawyer PPC Company?

With decades of experience honing our law firm PPC services, we know what it takes to help set your law firm up for success.


In-Depth Knowledge

Experience is everything when it comes to helping your law firm stand out. We have in-depth knowledge and understanding of these processes and how to reach our clients’ goals, a critical factor in helping to set up the most impactful campaigns for our customers.


Maximize Every Budget

We know that you want the largest return on investment for your Attorney PPC campaigns. Regardless of your budget, we will help to maximize the efficiency of your campaigns, aiming to lower your average cost per click while simultaneously improving your ad rankings.


Thorough Testing

When your hard-earned dollars are on the line, rest assured that our testing helps dictate our strategy. We conduct A/B testing on all of your campaigns to ensure you are getting the highest click-through rates and increasing your conversion volume. By trying out different ad variations, we are able to run the most efficient campaigns that drive conversions.



We never create and execute campaigns without doing our research on what works and what doesn’t. With Grow Law Firm, data is at the forefront of all of our highly focused keyword campaigns. You can track where your leads are coming from to help increase the volume.


Hands-on Account Team

You aren’t just a number to us. We love developing client relationships to help produce even better results! You can expect hands-on account management to guide you through the process and keep you informed every step of the way.

5 Crucial Lawyer PPC Issues and How to Fix Them

In today’s fast-paced digital world, law firms must be able to adapt quickly to changes in the legal industry. One of the best ways to do so is to invest in pay-per-click advertising. PPC for lawyers can be a great way to increase visibility for your firm and attract new clients who are actively searching for legal services online.

However, law firm PPC campaigns can also be complex and time-consuming, requiring a certain degree of expertise to succeed. If you’re not careful, you can waste a lot of time and money on PPC advertising campaigns without seeing any results.

To avoid this, it’s important to know the most common lawyer PPC issues and how to fix them. This post will look at 5 of the most crucial issues and provide practical solutions that you can implement to fix your PPC campaigns and get better results.

Use proper keywords

1. Using Wrong Lawyer Keywords

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When it comes to lawyer keyword research, common mistakes can lead to subpar results. For example, if you’re a law firm that deals with personal injury, you might be tempted to use the keyword "law firm." But this keyword is too broad and will likely lead to many irrelevant search results resulting in low traffic.

That’s why using the right keywords on your law firm ads is important.


  • Use long-tail keywords. As mentioned earlier, instead of using a short-tail, you should focus on more specific keyword phrases, such as "personal injury law firm near me" or "car accident law firm."
  • Determine the search volume for your keywords to estimate the traffic you can expect for a higher ranking on the search engines. Search volume represents the number of requests for search terms in a given period. It can assist you in determining the optimal priorities for search engine optimization (SEO) and search engine results page (SERP).
Relevant landing page

2. Having Irrelevant or Unoptimized Landing Pages

The key element of optimizing PPC for law firms is having relevant and effective landing pages. This is the first page a visitor will see, so it’s important to make a good impression and encourage the user to stay on your site.

Unfortunately, many law firms’ websites have irrelevant or unoptimized landing pages. This can be a major turn-off for potential clients, as they may feel that the firm is irrelevant to their needs.


  • Make sure your landing page is relevant to your target audience. It should be clear what services your firm provides and how these services can help the user.
  • Use keyword-rich titles and descriptions on your landing page to help improve your search engine optimization.
  • Use attractive page visuals, such as images or videos on your law firm website. This will help grab the user’s attention and encourage them to stay on your site.
  • Include a strong call-to-action on your landing page so that users know what to do next (e.g., "Contact us for a free consultation").
  • Regularly update your landing page with fresh content to engage users.
  • Test, test, test! Always test different page versions to see what works best for your landing page.
Do not spend too much money on Google Ads

3. You Spend Too Much Money on Ads

You can expect to pay $10 to 20 per click (or even more!) to put your ads on the Google Search Network. This could mean you have to spend about $10,000 monthly and $120,000 yearly on Google ads.

While PPC marketing can be a great way to reach potential clients through your Google search campaign, it can also drain your budget. You might not get any Return on Ad Spend (ROAS).


  • Evaluate your return on investment and see where you can cut back. Adjust your PPC budget and optimize your Google Ads campaign so you’re not wasting money on clicks that don’t convert into clients.

What kind of Google ads campaigns can help you enhance your online marketing efforts?

Search Campaign

An excellent marketing funnel in the form of text ads on the Google search results page that show people searching on Google what they are looking for.

Video Ads

A marketing campaign that allows you to run ads before, during, and after videos on sites like YouTube.

Display Ads

These attractive visual ads appear as images on networks like Gmail and YouTube, which work with Google to provide ad space.

Local Search Ads

This ad type is perfect if your legal firm wants to increase visits or phone calls to its locations. Based on your content, Google will create an advertisement for you (e.g., text, images, and videos).

  • Consider changing your Google ad strategy. Add an effective ad group to your Google Ads Campaign Builder for a successful PPC campaign, which, as the name suggests, builds ads.

For instance, if you have ad groups divided by insurance claims, you may make a business data table with a row for each case. An ad builder template can apply this business data row to the appropriate ad groups.

Search Ads 360 (SA360) can create an ad group.

  • Besides the keyword solutions discussed above, there is also keyword bidding. In Google Adwords, a keyword bid is a bid made in a pay-per-click auction to help secure ad placement at the top of search results. When bidding on keywords for a law firm’s PPC campaign, there are a few things to keep in mind to develop a successful keyword bidding strategy.
  1. Ensure you target relevant keywords in your practice area. You can choose to bid using Google Ads.
  2. Consider your bid amount carefully. If you bid too low, you may not get any traffic. But if you bid too high, your PPC ad spend could be higher than necessary. The key is to find a balance that allows you to get the traffic you need without breaking the bank.
  3. Keep in mind that apart from money, Google scores for quality. So be sure to create quality content.
  4. Remember to keep an eye on your competition and adjust your bids periodically to stay ahead of them.
Narrow your location

4. Your Location Is Too Broad

If your PPC advertising campaign targets too broad of an area, you may run into issues with your ads. For example, if you're targeting a city that's too large, Google may show your ads to people who live outside the city. This can lead to wasted clicks and a poor return on investment.


  • Be more specific with your targeting. If you’re targeting a city, you should focus on specific neighborhoods or zip codes within that city.
  • Try using negative keywords to exclude locations you don’t want to target. For example, suppose you’re targeting the city of Los Angeles. You could use keywords like ‘New York’ or ‘San Francisco’ to exclude those locations.

Google Keyword Planner is excellent for helping you target your location’s keywords.

  • Try geotargeting only to show your ads to people in a certain location. You can do this in the settings of your campaign tool.
8 reasons why your marketing campaign does not work

5. Your Ads Seem to Fall Off

If you're seeing ads falling off from Google, it could be because your ad spend is too low or your PPC ads are irrelevant to the keywords you're targeting. It's also possible your ads are being shown to people who are not likely to convert or that your landing pages are ineffective.


  • Test new ad copy and PPC landing pages. The way to go is through AB Testing. This helps you see which ad copy works for your law firm. Some law firm online advertising testing tools include Survey Monkey, Adalysis, etc.
  • Use a diagnostic tool to see if the content of your ads (including the headline, description, CTA, etc.) is appearing for a specific keyword. If they aren't appearing, the Google AdWords ad preview tool will tell you what's causing your ads not to appear.
  • Monitor your key metrics regularly. Take advantage of analytic tools like Simple KPIs, Google Ads Dashboard, and Google Analytics to track your results and see where you fall short. You can also compare competitors’ websites to see what they are doing right.

Some important metrics to track are:


Clicks are the most basic and widely used metric for distinguishing between performing and non-performing law firm PPC ads. They display the number of people who have clicked on your firm’s advertisements.

Click-Through Rate

This shows how often your advertisement is viewed compared to how often it is clicked. Assuming your ads receive 200 impressions and 25 clicks, your campaign’s CTR will be 8%.

A high CTR indicates that your ad is relevant to users in finding the right services.

Cost Per Click

The sum of money you spend on each advertisement. By dividing the total cost of your campaign by the number of clicks it received, you can quickly determine the CPC of your PPC ads.

Conversion Rate

The conversion rate is the percentage of visitors (or clicks) who become leads or customers. The conversion rate accurately depicts the success of your ad campaigns.

If your website receives 1000 clicks per week and brings in 250 clients, your conversion rate is 25%.

Impression Share

How often people view your advertisement is what determines your impression share. Since it helps evaluate your website, this statistic is helpful for brand awareness initiatives.

Avoid These Pitfalls with an Expert Law Firm PPC Agency

There’s no doubt that a well-optimized PPC campaign can be highly effective in driving traffic and generating leads. However, it’s important to remember that PPC advertising is only as good as the effort you put into optimizing it.

If you’re not constantly testing and improving your campaign, you’re likely hemorrhaging money. By following these tips above, you can ensure that your law firm’s PPC campaigns run smoothly and effectively.

If you are unsatisfied with your current PPC advertising even after research and action, don’t worry — there are ways to fix the issue. You can opt for a professional lawyer PPC agency like Grow Law Firm. GLF can help your law firm's website drive traffic, generate leads, and increase ROI.

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      Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.


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      • How much does PPC management cost?

        Typically, we charge a flat fee of $950 per month for PPC management. This fee may be higher for firms with large advertising budgets, as we dedicate additional time to managing the campaign.

      • Who owns a Google Ads account?

        Full transparency is an important aspect of our approach. That’s why, unlike other marketing companies that set up your Google Ad campaigns and restrict your access and ownership, we set up all Ads under your account, so you maintain full control.

      • Do you track the leads that PPC generates?

        Yes! In order for us to make tweaks to your campaign, it’s important that we have a solid understanding of what is working and what is not. This in-depth analytics tracking gives us precise information on where your leads are coming from. We then take this data and take action to generate additional leads for your law firm.

      • What is the minimum PPC  budget I must spend?

        Lawyer PPC advertising is incredibly competitive, and it will require a reasonable investment. The price will depend on the competition in your practice area, as well as your geographical area, but we typically recommend allocating at least $1,500+ per month to see real results. A higher budget will allow us to quickly learn more and tailor your campaign even more precisely.

      See How Else We Can Help to Grow Your Law Firm

      We are a full-service lawyer marketing agency. In addition to PPC services, we also help with SEO services for lawyers, content writing, and internet marketing.

      SEO Services for Law Firms

      SEO Services for Attorneys

      SEO is a proven long-term effective strategy for increasing your search engine ranking and generating qualified organic traffic. We leverage highly customized local SEO strategies to generate results for your law firm.

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      Grow Law Firm designs and develops highly customized websites built on rich user experience, site navigation, SEO, and more. Modern designs and high-performance features are the hallmarks of our powerhouse websites for attorneys.

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      Marketing Strategy

      Grow Law Firm will analyze your law practice and local market segment to clearly define your target audience and refine solutions that will help you achieve your goals.

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