Paid ads for law firms
Put the next dollar in the right place.
When you need inquiries sooner, start with the cases you want and what happens after the click. The ad, the page and the reply belong in one plan.
Book a FREE Strategy CallThe place you serve. The work you handle.
Match the search.Explain the matter and show the firm accurately.
Make contact easy.An assigned person, the source and the next step.
Keep the record.An illustrative plan. Results come from your firm’s records.
Start with the boundaries.
A budget is a decision about your firm. It needs an agreed purpose, an owner and a review point.
The matters
Name the matters the firm wants and the inquiries it can realistically handle. Agree what makes an inquiry useful before calling the campaign successful.
The market
Set the places the firm serves and the people the campaign should reach. Make the page specific enough to answer that search.
The budget
Agree the spend, who approves changes and how performance will be reviewed. Keep media spend separate from the cost of the agency’s work.
One promise, all the way through.
A relevant ad should lead to a relevant page. A working form should lead to someone who owns the reply.
The ad
Say clearly what the firm handles. Match the wording to the search and the audience.
The page
Answer the matter-specific question. Show the firm accurately. Make the contact step easy to find.
The reply
Route the inquiry to an agreed person. Keep its source and record what happens next.
Read past the click.
What did the spend produce, and what should change next? Those are the questions the numbers need to answer.
The report begins with what was spent, where the inquiries came from and whether they matched the firm’s work. Consultation and signed-case figures come from the firm’s own intake records.
When those records connect, you can compare cost per consultation and cost per signed case by source. When they do not, the missing step is visible. Clicks alone cannot answer that business question.
The first plan includes the landing page, form and call path, account access, and the person responsible for intake. Reporting should make the next decision clearer.
See the reporting methodAds first, or SEO first?
The answer depends on the firm’s starting point. We’ll look at that with you before recommending the mix.
Need inquiries sooner?
Paid search may be part of the plan when the market, budget and intake capacity fit. Agree how you will judge the inquiry quality before launch.
Need a stronger foundation?
Improve the pages and contact path when they cannot yet support the campaign. Paying to send more people into a broken handoff will not fix it.
Need both?
Choose the order around your current site and urgency. Organic search and paid campaigns can support the same practice without reporting them as one source.
Before you spend.
Does our firm own the ad account?
Yes. Your firm owns its accounts and retains access. The campaign scope should name who can make changes and who approves the budget.
Can you guarantee a number of signed cases?
No. The market, spend, inquiry fit and the firm’s own intake all affect the outcome. We agree the measures and show what the records support.
What happens when inquiries are the wrong fit?
Review the search terms, targeting, ad wording and page alongside intake feedback. A form count without that feedback is an incomplete picture.
Start with your firm
What should your next dollar do?
Bring your current site, the matters you want and any campaign history. We’ll look at the gap and the sensible first step.
Book a FREE Strategy Call