01
Calls and forms by keyword
Which searches produce people who actually reach out, and which only produce clicks.
Google Ads for law firms
Spent money on Google Ads and got clicks, not clients?
Search ads work when every piece points at a signed case: the searches you pay for, the page people land on, and how fast someone calls them back. We build all of it, and trace each call to the keyword behind it.
$10,875 Generated In Just The First Week.$10,875Real result · Real Estate · New FirmFrom zero online presence to first client signed in 24 hours, on $300 in ad spend.Read the story
Individual result, not a promise of any specific outcome.
Schedule a Consultation
Free 30-minute call. No pitch deck, no pressure.
See it for your firm
Picture your firm when they search.
Someone searches for exactly what you do, in your city. This is the ad we build toward: your firm, links to the right pages, and a call button.
Illustration of the goal. Results vary.
- 1They search for exactly what you do.
- 2Your ad appears first, with links to the right pages.
- 3The call button sits right in the ad.
The short answer
If you read one part of this page, read this.
Google Ads (search) puts your firm in the "Sponsored" results when someone searches for something like "DUI lawyer near me." You bid in an auction for those searches and pay per click.
Clicks go to a landing page built for one job: getting that person to call or fill out the form. We pick the searches, write the ads, build the page, block the searches that waste money, and track every call and form to the keyword that produced it. You decide which case types, areas and hours you go after.
A Toronto solo who came to us with no online presence at all signed a first client within 24 hours of going live, and generated $10,875 in the first week, from just over $300 in ad spend paid to Google.
Who it's for
Is this right for your firm?
Firms that want to choose their cases, not just take what comes.
A good fit
- Firms that want control over exactly which cases they go after.
- Practice areas where people search for what you do in your area. In a very small market or a narrow niche, volume can be thin, so we check before you spend a dollar.
- Firms going after one specific case type: a type of accident, a visa category, a kind of charge.
- Firms with someone ready to answer calls and reply to forms within minutes.
Probably not the right fit
- Firms hoping to spend very little in a very competitive market. Clicks run out before the month does, and building your Business Profile and reviews first usually goes further.
- Firms that can't follow up on form leads quickly. A slow reply wastes the click you paid for.
How it works
Step by step.
Here's how a campaign goes from nothing to tuned.
We research the searches
What people actually type when they need your kind of lawyer in your area, how often, and what the clicks cost. Then a lean set of keywords aimed at people ready to hire, not people researching for a school paper.
We build the landing page
Your website has a hundred jobs. A landing page has one. It speaks to the case type the person searched for, makes calling easy, and loads fast on a phone. You see it before it goes live.
We write the ads
Plain, specific and matched to the search. We test angles over time and keep what brings calls, not just clicks.
We block the waste
Negative keywords stop your ads showing for searches you'd never want to pay for: jobs, law school, free forms, practice areas you don't take. We review the actual search terms regularly and keep adding to the list.
We track calls and forms to cases
Every call and form is tracked to its campaign and keyword and lands in your CRM. As you mark consultations and signed cases, we can see which searches produce clients.
We keep tuning it
The first weeks are a learning phase: volume swings, and cost per lead starts higher than where it settles. As data comes in, budget shifts toward the searches, hours and areas that sign cases.
Working with us
What the first three months look like.
No promises about cases by a date. Here's what happens, and when.
Week 1
Research and build
We find what people type when they need your kind of lawyer where you work, and what those clicks cost. We build a landing page per case type and set up call and form tracking. You check the page and the ads for accuracy before anything runs.
Month 1
Live, and learning
Leads can start soon after launch. Volume swings and cost per lead starts high while Google learns. We review the real search terms and block the waste as it shows up.
Month 3
What signs
There's data on which keywords, hours and areas produce consultations and signed cases, not just clicks. Budget moves toward those, and away from the rest.
Ad spend
What the ads themselves cost.
This is the budget paid to Google for the ads, charged to your own card. It never goes through us. We keep the range wide on purpose, because a solo lawyer in a small town and a multi-office firm in a major city are in completely different auctions.
Typical monthly ad spend
$2,000 to $20,000+
Paid straight to Google on your own card, not to us.
What moves the number
- How competitive your market and practice area are
- How many new cases you can handle each month
- Seasonality, and competitors entering or leaving your market
Who does what
What we do, and what your firm does.
We build and run the whole thing. Your part is fast follow-up and honest feedback.
What we do
- Keyword research and budget planning
- Landing pages built for each case type
- Ad copy and testing
- Negative keywords and regular search term reviews
- Call and form tracking into your CRM
- Reports on calls, consultations and signed cases
What your firm does
- Answer calls and reply to forms within minutes
- Check landing pages and ads for accuracy before launch
- Mark consultations and signed cases in the CRM
- Tell us when you want more, or fewer, of a case type
Measuring it
How we measure results.
Clicks are the cheapest number to look at and the least useful. We look further down.
02
Cost per lead and per signed case
Cost per lead is a starting point. Cost per signed case tells you whether to spend more.
03
The search terms report
The real words people typed before clicking. It's where waste hides, and where new case types show up.
04
Return on spend
What the signed cases are worth against what went to Google. Everything else is there to explain this number.
Real results
What this looked like for real firms.
The first is a Google search ads result. The second had to switch the ads off after two months because she was over capacity. The third has been with us over two years, after lead vendors burned him.
$10,875 Generated In Just The First Week.
Google search adsReal Estate · New Firm
$10,875
Read the full storyFrom zero online presence to first client signed in 24 hours, on $300 in ad spend.
- $10,875 in revenue from $300 in ad spend.
- First client signed within 24 hours of going live.
- Finally felt a sense of relief after constant financial pressure.
Identifying details are anonymized to protect our clients. Individual result, not a promise or prediction of any specific outcome for your firm.
“Santiago has a sharp knowledge of ins-and-outs of Google advertising (if you've ever tried it yourself, you know how complicated it can be).”
Before you book
What owners ask us first.
The five things owners ask before they hire us for this, answered straight.
“I tried an agency before and got burned.”
We hear this a lot, and it's usually the same few things: broad keywords with no negatives, ads sent to a general homepage, no tracking, or nobody answering the phone. We look at the old account first and tell you plainly what went wrong.
No long-term contracts, you own everything we build, and you deal directly with the people doing the work, not an account manager.
“I don't have time for this.”
Answer calls and reply to forms within minutes, mark consultations and signed cases in the CRM, and check new pages before they go live. We do everything else.
“Will this work in my market or practice area?”
Search volume decides it. In a very small market or a narrow niche there may not be enough searches, so we check volume and click costs before you spend anything. If it's thin, we'll tell you, and point you at what fits better.
“What if the leads are bad?”
We go after searches from people ready to hire, keep a growing negative keyword list, and review the real search terms regularly. When you mark leads in the CRM, we can cut whatever produces the wrong ones.
“How do I know it's working?”
Calls and forms by keyword, cost per lead, and cost per signed case. And please don't search for your own ad to check: it costs you a click, or teaches Google the wrong thing. Just ask us.
The next step
30 minutes, and a straight answer.
It's a conversation about your firm, not a presentation about us. Here's exactly what happens on it.
You tell us how cases come in today
Your practice areas and market, what's running now, what you've tried before, and what didn't work.
We tell you what we see
Where the gaps are, what we'd start with and why, and what it would need from you.
You get a straight answer
If we can help, we outline what working together would look like. If we can't, we say so.
“He was a thoughtful listener and quickly grasped the unique aspects of my practice. The plan he outlined was cohesive, insightful, and felt highly actionable.”
Schedule a Consultation
Free 30-minute call. No pitch deck, no pressure.
Common mistakes
Where firms go wrong.
When search ads feel like a money pit, it's almost always one of these. All fixable.
Sending clicks to the homepage
A general website with a hundred other things on it converts far worse than a page built for the one thing the person searched for.
Broad keywords and no negatives
Without a negative list, you pay for searches from job seekers, students and people looking for free help.
Searching for your own ad
Search and don't click, and Google learns people like you don't want the ad. Click it, and you've paid for your own click. Not seeing your ad at 9pm on a Tuesday means nothing: Google decides when to show it based on budget, timing and the searcher.
Measuring clicks instead of cases
A cheap click that never signs costs more than an expensive one that does.
FAQ
Questions lawyers ask us.
Straight answers to what comes up on almost every first conversation.
How much should a law firm spend on Google Ads?
As a rough guide, $2,000 to $20,000+ a month, depending on how competitive your market and practice area are. That's ad spend paid straight to Google on your own card, not to us.
How fast do Google Ads bring in cases?
Leads can start soon after launch. Signed cases lag behind: most firms take somewhere between 2 and 6 weeks to sign their first cases from ads, sometimes longer, because people research you, gather funds and talk it over first.
Why not send the ads to my website?
Your website has to do a lot of jobs. A landing page has one, getting the call, and converts far better for it. We build one per case type, and you check it before it goes live.
Why can't I see my ad when I search for it?
Your ad isn't meant to show on every search. Google decides based on your budget, the time of day and how likely that searcher is to become a lead. Searching for yourself also teaches Google the wrong thing, so ask us instead.
Google Ads or Local Services Ads?
Local Services Ads charge per lead and suit urgent local practice areas in the US. Search ads charge per click and give you more control over which case types you go after, in any country. Plenty of firms run both, and one channel means one point of failure.
Want a second look at your Google Ads?
Book a free 30-minute call. Running ads now? We'll talk through what's working and what isn't. Starting fresh? We'll tell you whether search volume in your market justifies it.