Law Firm PPC Agency for Firms Paying for Clicks That Land on the Homepage

Our management starts at $850 per month for one practice area's campaigns, 1 custom landing page, and call tracking. The $1,450 plan covers 3 practices and 4 pages, and signed-case bidding starts at $2,250 per month. You pay ad spend straight to Google or Microsoft.

Most campaigns launch 2 to 3 weeks after the audit, once pages and tracking pass testing. Google's bidding then needs a few weeks of conversion data to settle. Expect a clear view of cost per signed case after about 90 days, since signing takes time.

A homepage answers no single search, so the visitor has to hunt for what they wanted. Google also rates landing page experience in Quality Score, based on how relevant and useful the page is to the person who clicked. A matching practice page helps the visitor and your costs.

It opens with a headline that repeats the search, a tap-to-call button, and a short intake quiz near the top. Below come trust badges you've earned, attorney photos, the steps after a call, and answers on fees. There's no main menu, so the only next step is contacting you.

You lower cost per lead by cutting waste before chasing cheaper clicks. We block job seeker and free help searches, split campaigns by case type and hour, and send each ad group to its own page. Missed calls waste clicks, so we check after-hours coverage too.

DTR swaps a headline or phrase on the page to match the ad group that brought the visitor. We pass a custom parameter from each one through the tracking template and pick the headline from a list your attorney approved. Raw search text isn't inserted, so odd queries can't appear.

Yes, they can connect directly. CallRail swaps the phone number by visitor source. For US firms on Clio Grow, it sends calls, texts, and forms to the Leads page with source and click ID. Other intake systems connect through webhooks or Zapier, and we test every path first.

There's no single reliable average, because published benchmarks count conversions differently and vary by practice and city. A DUI page counting calls and a mass tort page counting forms aren't comparable. We measure your current rate first, then improve against your own baseline and cost per case.

Look for a separate page for each ad group, tracking that reaches signed cases, and an ads account in your name. Ask how the agency handles bar rules on claims and who reviews ad copy. Be wary of fees tied to a percentage of spend, which reward spending more.

Your firm owns the ads account, every page, and the tracking numbers. We work as managers with access you grant, and you can remove it anytime. If you stop, your campaign history, conversion data, and pages stay with you, so a new team starts with full data.