When your firm needs cases now, paid search fills the gap. We run Google Ads and Local Services Ads around your best practice areas and markets, and track every call and form back to the campaign that produced it.
Law firm PPC is paid search advertising: your firm pays only when someone clicks, and the ad sits above the organic results for the searches you choose. It puts your firm in front of the people whose search ends in a phone call. We build the campaigns around your practice areas and the counties you actually take cases from, write the ads and the landing pages they lead to, and track every call and every form back to the campaign that produced it.
Leads are qualified before they reach your team, so your attorneys spend their hours on the cases worth taking and your cost per case goes down instead of up. It is built for firms in competitive markets, from two attorneys to ten or more, where the top of the page is contested every day and a month without ads is a month of cases going to the firm next door.
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Are you spending thousands on ads every month and barely getting cases out of it?
Most agencies bundle your ad spend into one flat monthly fee, so you never learn what went to Google and what went to them. Some bid on broad terms that bring volume instead of cases, because a bigger lead count looks better on a report than a smaller number of signed clients.
The result is an account nobody can read. You see a cost per lead, but not which searches produced the calls, which ads were answered, or why the person who filled the form had a case you do not take.
We run it the other way around. Your ad spend stays yours and stays visible, the targeting is built around the cases you actually want, and leads are qualified before they reach your intake team, so what lands on their desk is worth the phone call.
We look at what you are running today, what it is costing you per case and where the budget is going to waste, and send you the plan we would follow. It is yours whether or not you hire us.
Book My Free SEO AuditOur PPC work for law firms covers paid search end to end, from the keyword strategy down to the qualification of the person who picks up the phone.
An AI screening step reviews every inbound inquiry, scores it by case type and practice area fit, and filters out what does not match before it reaches your intake team. Your staff spends less time on consultations that were never going to become cases.
The account is run by people who work on law firms all day, not by a generalist rotating through twenty industries. Combined with our law firm SEO services, which start at $2,999 a month, paid search covers the cases you need this month while organic search builds the ones you will need next year.
How many of these run at once depends on your budget and your plan. We start with the channels that bring cases in your market, and add the others when the numbers justify it.
If you run a firm with two to ten attorneys in a contested practice area, paid search is usually the fastest lever you have.
SEO builds over months, as authority and content grow. Ads work on a different clock: they can start sending calls as soon as the campaigns go live, which is why most firms run both. One covers the cases you need this quarter, the other covers the ones you will need next year.
Where we see paid search work hardest
If your firm competes in any of these areas and your competitors are bidding while you are not, the searches still happen. They just end on somebody else's page.
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Every plan includes a dedicated campaign manager, ongoing optimization, AI lead qualification and your own reporting portal, open whenever you want to look.
You choose the ad spend. Management and media are billed separately: the platforms charge your firm directly, so the budget stays under your name and in your control.
Starter
From$1,499/mo
Ad spend: up to $25K a month
Campaign setup, ongoing optimization and call tracking across three channels, with the landing pages and the keyword foundation everything else is built on.
Tier II
From$2,299/mo
Ad spend: $25K to $50K a month
A fourth channel and more landing pages, for firms ready to take more cases without letting acquisition cost climb.
Tier III
From$2,999/mo
Ad spend: from $50K a month
Full management across four channels, with on demand access to your strategist and aggressive bid optimization.
We bid on what a person with a case actually types, like "car accident lawyer Houston" or "criminal defense attorney Wilmington". Broad searches like "lawyer" bring students, researchers and practice areas you do not take. We review the search terms your ads matched and keep a negative list, so the budget stops paying for traffic that was never going to call.
Every inbound inquiry is screened and scored by case type and fit, and what does not match is filtered out before it reaches your team. Your intake spends its hours on the people worth calling back instead of sorting through the rest.
Ad groups that do not produce get paused, budget moves to the keywords that bring the cheapest qualified lead, and bids follow what the conversion data says, not what looked good at setup. That is the difference between an account being managed and an account being left running.
People are starting to ask assistants which lawyer to call, so the campaigns are built alongside our AI search optimization for law firms, and your firm is described the same way wherever the answer comes from.
Everything else in marketing makes a firm wait. Content has to be written, indexed and earn its authority. A referral arrives when it arrives. Campaigns you approve on a Monday can be showing your firm on those searches the same week, in the counties you picked, for the case types you actually take.
And the control does not end at launch. The budget moves with your calendar, up in a slow month, down when the team is at capacity, without renegotiating anything. Nothing gets bid on that you would turn away at intake, and every dollar is reported against the calls and forms it produced, not against impressions.
Control your ad spend
We plan, build and optimize the campaigns from start to finish, so nobody at your firm has to learn a bidding platform. The account stays in your name: no black box billing, no bundled fees, and the media invoice comes from Google to you.
Reporting on demand
Between review meetings, open your reporting portal and look: qualified leads by channel, cost per lead, and which campaigns produced the calls. You do not have to wait for a slide deck to find out how the month is going.
Send us what you are running today and we send back where the budget is going, which searches produce calls and which ones quietly burn money.
Every number below comes from the client dashboard, with its source and the period it covers.
These engagements were led by search work rather than paid media. They are here because the same team, the same tracking and the same reporting sit behind the ad accounts we run. Results vary by market, practice area and competition.
A San Diego firm splitting its attention between family law and criminal defense, two audiences that search in completely different ways. We rebuilt the presence around the cases the firm wanted to sign, and the calls and form fills came from those searches instead of everything else.
Accident and injury work in the South Bay, where every firm in the county bids and ranks for the same handful of searches. The gain was not traffic for its own sake: it was more of the people who went on to ask for a case review.
A practice that lives on people quietly looking for a way to clear a record. We built the search presence around those exact questions, and the consultation requests grew alongside the traffic.
What a case is worth, how urgent the search is and how many firms are bidding change completely from one practice area to the next. The campaigns are built around yours, not around a template.
Why law firms choose us
Every decision in the account is measured against one thing: qualified cases at a lower cost of acquisition.
The number we manage against is what a signed case costs your firm, not how many clicks the budget bought.
We do not rotate between industries. Every account here belongs to a law firm, across twelve practice areas and markets all over the United States.
You see every lead, what it cost and which search produced it. The ad account stays in your name and the platform invoices you directly.
A dedicated account manager who has your campaigns in their head, not a ticket queue that starts the conversation over every time.
Andrew Sullivan
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The Expert SEO has become a core asset to our business success. Their considered approach has bore quantifiable results. Our website is greatly improved. Our traffic has increased dramatically. Now we are engaging them to assist us in attracting more AI based searches. I would be remiss if I didn’t mention the top notch service from our client success manager, Nicole. She provides great client services and keeps busy small business people on track.
Sarah Whitmore
Verified by Trustpilot
We had worked with other marketing companies before, but this was the first time we actually understood what was being done and why. The communication and transparency have been excellent.
Daniel Harrison
Verified by Trustpilot
Our visibility on Google has grown tremendously. More importantly, we’re getting calls from people actually looking for the type of cases we handle.
Jennifer Collins
Verified by Trustpilot
The Expert SEO rebuilt our SEO strategy around the services and markets we actually wanted to grow. We’re seeing stronger organic visibility and a noticeable increase in qualified consultations.
Amanda Parker
Verified by Trustpilot
The team is responsive, organized, and incredibly easy to work with. We always know what’s happening with our SEO and what they’re working on next.
We’ve been working with The Expert SEO for over a year, and the experience has been great so far! Before hiring them, our online presence wasn’t generating enough leads or the right quality of leads.
They helped us with website design, PPC, and organic and local SEO growth. We saw an immediate bump in website traffic early on, and since then the growth has been steady and consistent.
The increased online visibility has brought us more qualified leads and improved the overall performance of our marketing efforts. The team is responsive, transparent, and data-driven, which we really appreciate.
I would recommend The Expert SEO to business owners looking for a reliable digital marketing agency focused on long-term growth.
We’ve seen a real improvement in our local visibility and the quality of leads coming through Google. The team has also been fantastic about communication.
Robert Mitchell
Verified by Trustpilot
We’re competing in a very difficult market, and they never promised overnight results. They built a strategy, executed consistently, and our visibility and consultations have continued to grow.
David Anderson
Verified by Trustpilot
We came to the team after working with another SEO company that wasn’t delivering the quality of leads we needed. Within months, we started seeing stronger visibility across our key practice areas and, more importantly, better inquiries. The communication has been excellent, and we finally feel like our marketing has a clear direction.
Elizabeth Warren
Verified by Trustpilot
What stood out from the beginning was how much time they spent understanding our firm before recommending anything. They looked at our market, competitors, practice areas, website, and the types of clients we actually wanted to attract. Instead of chasing traffic or rankings that don’t translate into business, the strategy has always been centered around qualified opportunities. Our organic presence has grown, we’re showing up for more valuable searches, and we’re receiving better consultations through the website. Just as important, the team is responsive, transparent, and always willing to explain what they’re doing and why. It feels much more like having a marketing partner than simply hiring another SEO agency.
Trust. Clarity. Results.
Seven years of search work sit behind this, and every step of it was built around one question: what does it cost your firm to sign a case, and how do we bring that number down.
We go through your traffic, the searches your market is bidding on, what the firms above you are doing and how your pages hold up against them. That turns into a written plan for your practice areas and your counties, including the landing pages, the call and form tracking, and how a qualified inquiry reaches your intake team.
We build the campaign structure, write the ads, set up conversion tracking and launch. Nothing goes live before the tracking is verified, because a campaign you cannot measure is a campaign you cannot manage.
We track qualified leads, cost per lead and which campaigns produced the calls. We go through those numbers with you at the cadence your plan includes, and between those meetings your reporting portal is open whenever you want to look.
We refine the bidding, expand into what is working, pull budget out of what is not, and move spend toward the case types worth the most to your firm. The goal every month is the same: a lower cost per signed case.
Roger Aguiar has spent more than seven years in search, and the agency was built to point that experience at one kind of client. The person reading your account already knows what a signed case is worth in your practice area, instead of learning your industry while your budget pays for the lesson.
Including the one most agencies answer with a promise they cannot keep.
PPC means pay per click. Your firm pays only when someone clicks the ad, and the ads sit at the top of the results for the searches you choose. For a law firm it usually means Google Search Ads and Local Services Ads, the listing with the Google Screened badge that sits above everything else.
Because the top of the page for a search like "car accident lawyer" is paid, and the person typing it is usually calling someone that day. SEO builds over months and keeps working after you stop paying. Ads switch on and can show your firm the same week. Most firms run both, one for the cases they need this quarter and one for the cases they will need next year.
Management starts at $1,499 a month for up to $25,000 of monthly ad spend, with higher tiers for larger budgets. The media is separate and billed to your firm by the platforms, so the ad budget stays under your name and in your control. The full comparison is on our Google Ads pricing page.
It depends on what a signed case is worth to you and how contested your county is. A firm competing for injury cases in Houston needs a different budget from a family law practice in a smaller market. We tell you what the market costs before you commit, not after.
By sending the click to a page that answers what was typed instead of the home page, by keeping the search terms tight so the budget stops paying for people who were never going to call, and by testing ad copy written for a person with a problem rather than for a keyword.
Every call and every form is tracked back to the campaign and the keyword that produced it, and leads are scored by case type before they reach your intake team. What we report is qualified leads and cost per lead, not impressions. What a case is finally worth is a number only your firm can close the loop on.
No. Auction prices move, competitors change their budgets and no agency controls what a click costs on a given day. What we commit to is the structure, the tracking and the weekly management that push the number down, and reporting honest enough for you to see whether it is working.
They are the pay per lead listings that appear above the regular ads, with the Google Screened badge. Google requires a background and license check before a firm can run them. We walk your firm through that process, though the approval is Google’s decision, not ours.
You do. The account is created in your firm’s name, the platforms invoice you directly, and if you ever leave, the account, the history and the data stay with you. No black box billing and no bundled media fees.
They feed each other. The search terms your ads buy show you exactly which keywords convert, which tells the content work where to go. The pages SEO builds give the ads somewhere better to land. Run together they cover the same market from the paid and the organic side, which is why we bundle the two.
Reviewed by Roger Aguiar, founder of The Expert SEO. Page last reviewed on September 24, 2026.About: Pay-per-click, Google Ads, Search engine marketing, Local search, Cost per action
Send over what you are running today, or nothing at all if you have never advertised. Either way you get back the searches worth buying in your market, what they cost, and the plan we would follow.
