A studio service
Paid search for firms with many attorneys and many offices.
Clients search for the attorney by name, for 'divorce lawyer' plus their city, and for 'estate planning attorney near me'. A firm with twelve attorneys and three offices is twelve small brands and three local markets, in an auction where one wrong click costs $30 and a personal-injury click costs $300. We build an ad group per attorney, a campaign per office, and a campaign per practice area, run them through the ad platform APIs, and write every line to your state bar's advertising rules.
Sample work
What the firm actually gets.
Four things a multi-office firm sees in the first month: its own ad on every attorney's name, a campaign per office, a consultation page built for a $30 click, and a report the managing partner can read in five minutes.
Your ad on every attorney's name
A referral types the attorney's name and the first thing on the page is the firm's own ad, firm name in the headline, call button beside it. Not Avvo, not the firm down the hall.
A campaign per office
Each office gets its own budget, radius, and copy naming the courthouse people already know. Practice-area ad groups are templated by city underneath.
A consultation page built for the click
Practice area, city, what the first conversation costs, and a form that asks for a name, a number, and the practice area. No case details in a web form.
Cost per consultation, by office
The monthly report shows what each office paid per consultation, which attorney names directories are bidding on, and what the ad tests found. Five minutes for a managing partner.
Illustrations of the deliverables. Client accounts and reports are confidential and are not shown.
N° 01The structure
Three layers, and a fourth that pays per lead.
Attorney-name searches are referrals in progress: someone was given a name and is looking it up. Avvo, Justia, FindLaw and rival firms bid on those names because a referral intercepted is a case won. A defence layer puts your own ad above theirs for every attorney, at a dollar or two, with a call button and the firm's name in the headline as the bar rules require.
Office campaigns carry the practice-area searches in each city, with their own budget, radius and copy naming the courthouse people already know. Practice-area campaigns run across offices for the searches that are not city-bound: estate planning, probate, prenups. And Local Services Ads, where every practice area is eligible and you pay per lead rather than per click, gets its own budget and its own report.
01
Attorney defence
An ad group per attorney: exact match on the name, phrase on name plus city, 'attorney lastname', 'lastname law'. Target impression share at the top, CPC ceiling a few dollars, landing on the attorney's own page.
02
Office growth
A campaign per office with its own budget and radius; copy names the courthouse, the cross-street and the parking. Practice-area ad groups templated by city: 'divorce lawyer tacoma', 'custody attorney federal way'.
03
Practice areas
One campaign for the searches that travel: estate planning, probate, prenuptial agreements, business formation. Ad groups per practice area, landing pages per practice area.
04
Local Services Ads
Google's pay-per-lead unit for lawyers, with the Google Verified badge after a 3–4 week screening. Set up, categorised by practice area, budgeted and reported separately from search.
05
Microsoft Ads alongside
Estate planning, probate and elder law skew to the older, wealthier Bing searcher. Same structure, synced through the API, tested on its own.
06
Bar-rule copy
No 'specialist' or 'expert' unless certified, no outcome promises, no 'best', fees stated only as the firm actually offers them, 'Attorney Advertising' where the state requires it. The copy library filters banned words before an ad is ever built.
N° 02What changes at legal prices
Fewer clicks, each one worth more.
A clinic's account reaches a hundred clicks in a week; a family-law ad group may take a month and an injury ad group a quarter. So the test scheduler for legal accounts decides on conversions and on impressions-to-lead, with a lower click floor, and the ad-group caps on the packages are lower because each ad group carries a budget a clinic would call a campaign.
Negatives matter more than anything else. 'Free legal aid', 'paralegal jobs', 'law school', 'forms', 'how to file' each cost a click at attorney prices. The account-wide negative list is longer for law than for any other vertical we run, and it is mined weekly.
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
Own every attorney's name search and the firm name, on Google and Microsoft.
- Ad group per attorney & firm name
- Name-variant keyword generation
- Location + call assets
- Scheduled copy tests, bar-rule filtered
- Monthly report incl. who bids on your names
- 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)
- Local Services Ads setup
- Landing pages or website changes (quoted separately)
- Meta, display, video, or shopping campaigns
- Intake, call answering, or CRM work
- Any guaranteed lead or case count
Office growth
from $2,200/mo
Attorney defence plus practice-area campaigns for each office, and Local Services Ads.
- Everything in attorney defence
- Campaign per office, own budget & radius
- Practice-area ad groups per city
- Local Services Ads setup & management
- Weekly negative mining
- Landing-page recommendations
- Networks
- Google + Microsoft Search + LSA
- Offices
- up to 3 (then +$400/mo each)
- Attorneys
- up to 25
- Practice areas
- up to 6
- Ad groups managed
- up to 60
- Structure changes
- 4 hours / month included
- Reporting
- monthly report + 45-min call
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Landing pages or website changes (quoted separately) — you get a written page list
- Offline-conversion import (Full firm)
- Review or reputation management
- Meta, display, video, or shopping campaigns
- Intake, call answering, or CRM work
- Any guaranteed lead or case count
Full firm
from $3,500/mo
Growth for every office, plus the landing pages and signed-case import that make the bidding honest.
- Everything in office growth
- Attorney & practice-area landing pages built
- Signed-case offline-conversion import
- Quarterly strategy review
- Priority support
- Networks
- Google + Microsoft Search + LSA
- Offices
- up to 6 (then +$400/mo each)
- Attorneys
- up to 40
- Practice areas
- up to 10
- Ad groups managed
- up to 120
- Landing pages built
- up to 3 per quarter, 1 revision each
- Structure changes
- 8 hours / month included
- Reporting
- monthly report + 60-min call, quarterly review
- Response time
- 1 business day; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Photography, video, or brand redesign
- Pages beyond 3 per quarter (quoted)
- Review or reputation management
- Meta, display, video, or shopping campaigns
- Intake, call answering, or CRM work
- Any guaranteed lead or case count
Setup is quoted separately (typically $2,000–$4,000 depending on attorney, office and practice-area count) and covers tracking, the attorney and office sheet, LSA verification paperwork, and the first API build. Fees are flat, not a share of spend. Media is billed by Google and Microsoft to the firm's own card; a three-office family-law firm typically runs $8,000–$15,000 a month across search and LSA, and injury firms considerably more.
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 (more offices, attorneys, practice areas, ad groups, hours, pages) is priced on the card or quoted before we do it; it is never silently absorbed.
- Structure-change hours cover requests you send us: new practice areas, new attorneys, budget shifts, pauses. Routine optimisation we do on our own cadence does not count against them.
- Response time is for replies and pauses. New campaign builds and page work run on the delivery times shown, not on the response time.
- 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 reviews, run social media, or write blog content. If you need those, we can point you to someone who does.
- Nothing here guarantees a number of leads, consultations, or cases. What we guarantee is the work on the card, on the schedule on the card.
- Bar rules: we will not write 'specialist', 'expert', 'best', or any outcome promise into an ad, and we will not run DUI/DWI, alcohol, or gambling-related practice areas. If you ask, we will decline and say why.
- Anything not written on the card is not in the package. If you are unsure whether something is included, ask before you buy; the answer is the same afterwards.
Questions
The answers we give most often.
- Why bid on our attorneys' names? They already rank first.
- Because the ad slot sits above the organic result, and if it is not yours it is Avvo, Justia, or the firm across the street. Attorney-name clicks cost a dollar or two and convert at the highest rate in the account, because they are referrals in progress. Bar rules require the firm name in the ad, and we put it there.
- How do you handle state bar advertising rules?
- Every headline and description passes through a banned-word filter before it is built: 'specialist', 'expert', 'best', 'guaranteed', outcome language. Fee lines only appear when the sheet confirms the firm offers them. Where the state requires 'Attorney Advertising' or a responsible-attorney name, it goes on the landing page. We ask for your bar's rules at setup and keep a copy in the account notes.
- Is personal injury different?
- Yes, mostly in the money. Clicks run $150–500 in competitive metros, so the negative list is longer, the match types tighter, the sample rules conversion-based, and the budget larger. The structure is the same. We quote injury accounts individually because the media budget is usually five figures.
- Do you run Local Services Ads?
- Yes, and for law we treat it as a first-class channel rather than a maybe. Every practice area is eligible, you pay per lead rather than per click, and the Google Verified badge appears after a 3–4 week screening. It is set up in the office-growth tier and above, with its own budget and its own line in the report.
- Which practice areas will you not run?
- DUI/DWI defence, and anything alcohol- or gambling-related. Family, estate, probate, immigration, business, employment, real estate, injury, and general criminal defence are all fine.
- How is legal PPC priced differently from your medical packages?
- Higher fees, lower ad-group caps. A family-law ad group carries a budget a clinic would call a campaign, and each decision in it costs more to get wrong. The management fee reflects the attention per ad group, not the number of ad groups.
Next step
Get a paid-search plan for every attorney and every office.
Send us your website, the attorney list, and your state. We'll reply within two business days with which searches you're losing today, the structure we'd build, a budget range, and a flat management quote.