You're Paying $200–$500 Per Click. Make Sure Every One Counts.
Legal PPC is the most expensive ad market on Google. One wrong keyword, one weak landing page, or one non-legal agency managing your budget and you're burning thousands on clicks that never become cases. Juris Digital manages Google Ads exclusively for law firms. Request your free Market Intelligence Report and see exactly where your ad spend is going.
- Campaign structure built specifically for law firm intake — not adapted from generic templates.
- Aggressive negative keyword management to block consumer searches and job seekers from day one.
- Every conversion tracked back to calls and form fills, not just clicks.
- CallRail integration on every campaign so you know which ads drive intake calls.
- 15+ years exclusively serving law firms. 4.9 stars across 100+ attorney reviews.
Request Your Market Intelligence Report
Tell us about your firm. We analyze your market and ad landscape. Reviewed together on a call, no commitment required.
We accept 2 qualifying firms per week. No cost, no obligation.
Legal PPC Is the Hardest Ad Market on Google. Most Agencies Get It Wrong.
The legal vertical has some of the highest CPCs in any industry. When the margin for error is $300 per click, mistakes cost real money fast. Here's where most campaigns break down:
Wasted spend on consumer searches
Terms like "lawyer near me" or "personal injury attorney" attract both potential clients and people searching for help hiring a lawyer for their own case — not for marketing services. Without precise negative keyword lists built for legal, your budget disappears on irrelevant clicks.
Clicks without conversions
A high CTR means nothing if the landing page doesn't convert. Most agencies send PPC traffic to your homepage or a generic service page. Visitors bounce. You pay for it anyway.
No visibility into which ads drive cases
Google Ads shows you clicks and impressions. It doesn't tell you which campaigns produced intake calls or signed clients. Without proper call tracking and conversion attribution, you're optimizing blind.
Smart campaigns running on autopilot
Google's automated campaigns optimize for clicks, not cases. For legal, that means Google prioritizes cheaper, lower-intent traffic. Your budget gets spent. Your intake stays flat.
"Uncontrollable PPC costs. We had no idea which keywords were actually driving cases versus just burning budget. It felt like we were feeding a machine and hoping."
Feedback we hear regularly from attorneys evaluating their current PPC campaigns.
General Agency vs. Juris Digital
When every client we've ever served is a law firm, the depth of what we can do for yours is fundamentally different.
Built for everyone.
Optimized for no one.
- Works with law firms, restaurants, e-commerce, and more
- Reports on traffic and impressions, not cases
- Content written by generalist writers — bar compliance is your problem
- Account managers rotate — you re-explain your firm every few months
- Strategy built on templates, not your practice area and market
- No AI search visibility strategy
Built exclusively
for law firms.
- 100% law firm clients. Every hire, every process, every tactic
- Reporting tied to leads, calls, and signed cases — not traffic
- Legal content written by attorneys and paralegals with 2+ years experience
- Dedicated legal marketing specialist stays with your account
- Strategy custom-built for your practice areas, city, and competitors
- AI search and Google AI Overview optimization included
Everything in Your PPC Campaign, Built for Legal
We don't hand you a generic Google Ads setup. Every element is built around how legal clients search and what turns a click into a signed case.
Legal Specific Campaign Architecture
Campaigns structured by service type, geography, and intent: brand defense, national service targeting, and city-level geo expansion. Not generic ad group templates.
Negative Keyword Management
An account level negative list blocks job seekers, students, and consumer legal searches from day one. Reviewed and updated weekly for the first 60 days.
CallRail Call Tracking
Dynamic number insertion on every landing page. One tracking number per campaign. Minimum 60-second call duration for conversion filtering. All connected directly to Google Ads for smart bidding.
Conversion Optimized Landing Pages
No sending traffic to your homepage. Every ad group gets a dedicated landing page built to match keyword intent, with a form above the fold and no exit navigation.
Smart Bidding Strategy
We launch on Maximize Clicks with hard CPC caps to gather data safely, then transition to Target CPA or Maximize Conversions once you hit 50+ conversions. No algorithm hand-off before your data is ready.
Weekly Search Term Reviews
Every 7 days for the first 60 days, we pull your search term report, add irrelevant terms as negatives, and flag high-spend terms with zero conversions for immediate action.
City Level Geo Campaigns
Separate city campaigns for your target DMAs: Los Angeles, New York, Chicago, Houston, Atlanta, and more with city specific ad copy and bid strategies per market.
30-Day Performance Reviews
Structured monthly review framework tracking cost per lead, cost per qualified lead, conversion rate by campaign, and impression share against budget. Not vanity metrics.
Real Numbers. Real Firms.
Our campaigns are built to drive intake, not impressions. Here's what that looks like in practice:
"We've seen huge increases in our page rankings, our web traffic, and our form submissions. We are seeing steady improvement. That's the sort of results we were promised."
"Juris Digital is our law firm's secret weapon. We're getting more cases and are thrilled with the level of accountability and personal service we're receiving."
"For years, Juris Digital has been our trusted marketing partner. I recommend them for any lawyer who wants to invest in marketing to grow."
How Your Market Intelligence Report Gets Built
You spend 2 minutes. We spend 3 to 5 days. Here's exactly what happens:
You apply (2 minutes)
Fill out the form above. Tell us your firm, your practice areas, and whether you're currently running Google Ads. That's it on your end until we're ready.
We build your Market Intelligence Report
Our team analyzes your local PPC landscape. Who's bidding on your keywords, estimated CPCs in your market, and the specific gaps and opportunities in your ad coverage. Human analysis, not an automated audit tool.
We review it together on a call
We walk you through exactly what we found: where your competitors are spending, what keywords are driving cases in your market, and what a properly structured PPC campaign would look like for your firm. The report is yours to keep either way.
Questions Attorneys Always Ask About PPC
How much should a law firm spend on Google Ads?
Our recommended starting budget is $3,000 to $4,000 per month for a national law firm SEO campaign and $700 to $1,000 per month per city for geo-targeted campaigns. Brand defense campaigns typically run $500 to $800 per month. The right total depends on your practice areas, target markets, and how competitive your local legal market is. Your Market Intelligence Report will include a specific budget recommendation based on actual CPC data in your market.
How quickly do PPC campaigns produce results?
Unlike SEO, PPC can generate leads from day one of launch. That said, the first 8 weeks are a data-gathering phase. We launch on Maximize Clicks with CPC caps, collect conversion data, and use that to optimize toward lower cost-per-lead. Major optimizations happen at 30 and 60 days. By month three, your campaign should be running efficiently with clear cost-per-lead benchmarks.
How do you track which ads produce actual cases?
We install CallRail Dynamic Number Insertion on every landing page, create one tracking number per campaign, and connect CallRail directly to Google Ads. This imports call conversions into your Google Ads account for smart bidding optimization. We also set up Google Tag Manager conversion tags for form submissions. The result is a complete picture of which campaigns, ad groups, and keywords are producing intake calls and form fills.
Do you run PPC only, or do you combine it with SEO?
We offer both as standalone services and together. PPC and SEO work best in combination — PPC captures immediate high-intent searches while SEO builds your long-term organic presence. Firms that run both with us benefit from shared keyword data, unified reporting, and landing pages that serve both channels. Your Market Intelligence Report will show you where each channel has the most opportunity for your specific market.
We tried Google Ads before and it didn't work. Why would this be different?
In almost every case, failed legal PPC campaigns have the same root causes: poor campaign structure, no negative keyword management, traffic sent to the wrong pages, and no attribution connecting clicks to calls. We build campaigns from scratch using a legal-specific framework, with aggressive negative keyword lists from day one and dedicated landing pages for every ad group. The Market Intelligence Report we build for your firm before any engagement starts is exactly how we show you what your previous campaign was missing.
Am I locked into a long term contract?
No. We plan around a 12-month timeline because PPC campaigns improve meaningfully as data accumulates. But if your priorities change, you can cancel at any time with written notice. No early termination fees and no remaining-months billing. Work continues through the end of your billing period and stops with no further charges.
Ready to Stop Guessing Where Your Ad Budget Goes?
Request your free Market Intelligence Report in 2 minutes. Our team analyzes your local PPC landscape, walks you through the findings on a call, and shows you exactly where your spend is going and where it should go. The report is yours to keep either way.