A law firm cannot judge Google Ads by how little each enquiry costs: a good campaign stays within ethics rules, filters out people from outside your jurisdiction and sends urgent matters to the right person.
The dearest clicks are rarely the best: a narrow search for one kind of matter in a named town usually comes from someone who has already decided to hire a lawyer.
Legal clicks are expensive, so precision matters.
Without tight location settings and a careful choice of search terms, you pay for clicks from people you cannot represent.
High click prices push firms to try more channels, but mixing them fails if you cannot tell which one brought the enquiry.
Trust rests on credentials: bar rules, disclaimers and proof set out clearly.
Adverts for urgent matters keep running after hours, while the number they show rings in an empty office.
For law firms, the Google Ads plan starts from what people nearby search for: “lawyer near me” and searches for help with a specific legal problem.
We run separate campaigns for searches for your firm's name, general legal searches, competitors' names and urgent matters.
When your records of enquiries and signed matters are in order, we send the matters you signed back to Google Ads, so its automatic bidding learns from the cases you took on, not just from the first form.
Employment, family and personal injury searches never share a budget or an ad.
We block searches for forms, templates and do-it-yourself research, which never turn into signed work.
Every headline and description passes our checklist against your bar's guidance.
We set up call tracking, and any notice about recording, to fit the law in each of your jurisdictions.
We review the search terms you paid for, clicks from outside your area, ads that lead to the wrong page and the risks of bidding on competitors' names.
We build a clean campaign plan, with ads running at times when someone is there to answer the phone and review enquiries.
Every week we listen to sample recordings, tag them by practice area and adjust the campaigns.
We move the budget to the matters you have room for and that pay.
Price: Google Ads for law firms costs €350 to set up and from €250 a month to manage, for ad budgets up to about €800 a month, plus VAT, three-month minimum. You pay Google directly; larger budgets are quoted.
We steer the campaigns towards good consultations, matters likely to be signed and the right practice area.
A lower cost per enquiry means little if your intake team spends the week turning away matters the firm does not take on.
Example figures from client projects with law firms. Outcomes vary by market, offer and how consistently the plan is carried out.
Plain answers about Google Ads, written for law firms.
It varies a lot by city and by how keywords are matched.
Sometimes, after a legal review.
Performance Max is Google's automated campaign type.
Usually the enquiries fit poorly.
We set separate locations and separate landing page text for each jurisdiction where the firm is licensed.
General questions about Google Ads, the same for every trade, are in our FAQ.
FAQ: Google AdsKeep every channel working to one plan.
The same facts about lawyers and the firm everywhere
Explore serviceProfile posts about legal clinics and guides
Explore serviceSpeed and accessibility
Explore serviceRegular test questions
Explore servicePress work when the law changes
Explore serviceA separate queue for each type of matter
Explore serviceA plan for difficult comments
Explore serviceDisclaimers where confusion starts
Explore serviceGoogle Ads works best when the SEO pages, the Google Business Profiles and the contact forms tell the same story.
A page that matches the ad can raise its Quality Score (Google's rating of an ad and its page), and a well-built form tells your intake team the type of matter without putting people off.
Share your goals and constraints. We will turn them into a practical Google Ads plan for law firms.
