A studio service
Own the search for every attorney at the firm.
Someone was given your attorney's name by a friend, a judge's clerk, or a previous client. They type it in. The first thing on the page is an ad, and if it is not yours it is Avvo, Justia, FindLaw, or the firm down the hall. An attorney-name defence campaign puts your ad there for every lawyer you employ, at a dollar or two a click, with the firm's name in the headline and a call button. It is the cheapest case-acquisition line in legal marketing.
N° 01What it does
A referral in progress is the easiest case to lose.
An attorney-name search is not a cold prospect. It is a referral that has not called yet. Directories bid on those names because a click to their profile page is worth money to them, and the profile page shows your attorney alongside three competitors with 'contact' buttons. Rival firms bid on them to catch the referral before it lands.
A defence campaign makes the top slot yours and reports, month by month, who else is bidding on which of your attorneys and how often they outrank you. That report is often the first time a managing partner sees how much of the firm's referral traffic has been leaking.
01
One ad group per attorney
'firstname lastname', 'firstname lastname attorney', 'lastname law', 'attorney lastname', name plus city. Exact match on the name, phrase on the rest. Generated from the attorney sheet.
02
Firm-name ad group
The firm's name, its abbreviations, and the partner-name variants people actually type.
03
Firm name in every headline
Bar rules in most states require the firm to be identifiable in the ad. It is pinned, so no combination Google assembles can drop it.
04
Landing on the attorney's page
Each ad goes to that attorney's bio page with a call button and a consultation form, not the firm homepage.
05
Both networks
The same structure synced to Microsoft Ads through the API. Estate and probate referrals skew older and Bing-heavy.
06
Directory report
Auction-insights data per attorney: which directories and firms are bidding on each name, and their share of the top slot.
Investment
Clear scope. Clear price.
Flat management fees, quoted against account size — never a share of spend. Media is billed by the platform to your own card, so the number you see is the whole number.
Attorney defence
from $900/mo
Every attorney and the firm name, on Google and Microsoft, with copy tests and a directory report.
- Ad group per attorney & firm name
- Name-variant keyword generation
- Location + call assets
- Scheduled copy tests, bar-rule filtered
- Monthly directory-bidding report
- Ad spend billed direct to you
- Networks
- Google + Microsoft Search
- Attorneys
- up to 25 (then +$20/mo each)
- Offices with assets
- up to 3
- Copy tests
- every attorney, evaluated monthly
- Reporting
- monthly report
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Practice-area or city searches (see Office growth)
- Landing pages or website changes (quoted separately)
- Directory profile management (Avvo, Justia)
- Meta, display, video, or shopping campaigns
- Intake, call answering, or CRM work
- Any guaranteed lead or case count
Defence setup only
from $1,200one-off
We build it through the API and hand it over for your marketing team to run.
- Attorney sheet & keyword generation
- Campaign build on both networks
- First two ad variants per attorney
- Conversion tracking check
- Handover notes + bar-rule checklist
- Attorneys
- up to 25
- Networks
- Google + Microsoft
- Ads per attorney
- 2
- Delivery
- 5 business days
- Handover
- 1 call + written notes
Not included
- Ad spend (billed by the platform to your card)
- Ongoing management or tests after handover
- Landing pages or website changes
- Directory-bidding reports
Attorney defence is the first tier of our law-firm PPC line and is included in every higher tier. Media for a fifteen-attorney defence campaign typically runs $400–900 a month across both networks, more where directories bid aggressively.
How every package works
- One package covers one firm and one ad account per network. A second brand or a second account is a second package.
- Ad spend is never inside the fee. Google and Microsoft bill your card directly; you can see it in your own billing at any time.
- The caps on each card are the scope. Going past a cap is priced on the card or quoted before we do it; it is never silently absorbed.
- Response time is for replies and pauses. New builds run on the delivery times shown.
- Month-to-month, 30 days' written notice either way. No setup fee is refunded once the build is delivered.
- You own the account, the data, and everything we build in it. We hold manager access and remove it on the last day.
- We do not answer your phones, run intake, manage directory profiles, or write blog content.
- Nothing here guarantees a number of leads, consultations, or cases.
- Bar rules: no 'specialist', 'expert', 'best', or outcome language in any ad; the firm name is pinned in every headline set.
- Anything not written on the card is not in the package.
Questions
The answers we give most often.
- Is it allowed to bid on our own attorneys' names? And is it allowed for Avvo to?
- Yes and yes. Google and Microsoft do not restrict names as keywords. They restrict trademarked terms in ad text, which is why a directory's ad for your attorney cannot use the name in its headline and yours can. Most state bars treat keyword bidding as permissible; a few have opinions on bidding on competitors' names, which we do not do.
- What does it cost per click?
- Usually one to three dollars, occasionally more where Avvo or a rival firm bids hard on a well-known partner. The CPC ceiling in the bid strategy keeps it bounded, and the report shows you where it is being pushed.
- We have 30 attorneys. Is that a problem?
- No. The ad groups are generated from a sheet and pushed through the API, so thirty attorneys is a few minutes of build. The cap on the card is about the attention each one gets, not the labour of building it; above 25 the price rises by the amount printed.
- Will this cannibalise our organic clicks?
- Some. That is a dollar to keep a referral you would otherwise risk losing to a directory page that lists three competitors next to your attorney, and it comes with a call button the organic listing does not have.
Next step
Find out who is bidding on your attorneys' names.
Send us your attorney list and we'll come back within two business days with which names are being bid on today, by whom, and a flat quote to take the top slot back.