When someone types "car accident lawyer near me," you have seconds to win the click and the call. GavelGrow runs Google Ads and Microsoft Advertising (Bing) built for that moment, then tracks every click through intake to a signed case, so you know cost per signed case by campaign, not cost per click. Done-for-you agency management starts at $10,000 per month plus a $500 per day (~$15,000 per month) minimum ad spend, month-to-month. Firms that prefer to run campaigns themselves can use the GavelGrow self-serve platform from $79 per month with a 7-day free trial and no credit card required.
A single click on "18-wheeler accident attorney" can cost more than a nice dinner, and the firm with the deepest pockets does not always win, the firm with the tightest account does. Paid search is the only channel where an in-market client tells Google exactly what they need, right now, and asks to be sold to. But legal PPC punishes sloppiness: broad keywords bleed budget on tire-kickers and job seekers, generic landing pages lose the call, and most agencies report clicks and leads they can never tie to a fee. We treat every dollar as spend against a signed case, prune the queries that never sign, and put the money where the retainers come from.
Most PPC agencies hand a firm off at the click. We instrument the entire path so a campaign is judged on cases signed and revenue, not on impressions and vanity leads.
We build and run the full Google Ads and Bing account for your firm, from keyword architecture to the attribution that proves it worked.
Practice-area and geo keyword research by intent tier, tightly themed ad groups, negative-keyword lists that block job seekers and DIY searchers, match-type strategy, and brand-defense coverage.
Responsive search ads, sitelink and callout assets, call and location assets, claims reviewed against advertising rules, and ongoing testing to lift click-through.
Query-matched pages per campaign with fast load, prominent phone, short intake forms, and mobile-first layout, coordinated with our conversion-optimization team.
Bidding aligned to signed-case value, budget pacing, weekly search-term audits, dayparting and device adjustments, and click-fraud monitoring.
Dynamic call tracking down to the keyword, offline-conversion import, lead-source tagging carried into intake, and cost per signed case by campaign and practice area.
A dashboard from click through to signed case, recurring strategy reviews, expansion planning, and benchmarking against our 500-firm data set.
Weeks 1-2, audit & attribution setup: we audit the existing account, map practice areas and geography, and stand up call tracking, form capture, and the intake connection before new spend goes out. Weeks 2-4, build & launch: campaign structure, keyword architecture, negative lists, ads, and landing pages launch into the highest-intent searches first. Ongoing, optimize & eliminate waste: weekly search-term audits, bid and budget shifts, and ad testing, with bidding steered by real signed-case value. Monthly & quarterly, report, scale & compound: cost per signed case by campaign, benchmark review, and scale into new practice areas the data proves profitable. The account typically tightens over the first 60 to 90 days as wasted spend is pruned.
Our done-for-you agency PPC management starts at $10,000 per month, with a required minimum ad spend of $500 per day (~$15,000 per month), month-to-month. That management fee covers the full program: account build, ad and landing-page creation, daily bid and budget work, call tracking, and click-to-signed-case attribution. Firms that prefer to run campaigns themselves can use the GavelGrow self-serve platform from $79 per month with a 7-day free trial and no credit card required.
It varies widely by practice area and market. High-value personal-injury and mass-tort keywords cost far more per click than family-law or estate-planning terms, so a "good" cost per lead in one practice area would be alarming in another. More importantly, cost per lead is the wrong number to optimize toward, because a cheap lead that never signs is expensive and a pricier lead that becomes a case is cheap. We track cost per signed case, which is the figure that actually maps to your revenue.
Two ways. First, we work only with law firms, so the keyword strategy, negative lists, landing pages, and compliance review are built for legal from the start rather than adapted from a plumber template. Second, we close the loop from click to signed case. Most agencies report clicks and leads and stop there. We connect ad clicks through intake to signed retainers, so you see cost per signed case by campaign and we shift budget toward the campaigns that produce real cases.
Paid search delivers traffic and calls almost immediately once campaigns are live, but the account gets meaningfully better over time as data accumulates. The account typically tightens over the first 60 to 90 days as we prune wasted spend, tighten targeting, and let signed-case data steer the bidding. We do not guarantee specific case volumes or outcomes, that would violate advertising rules, but the program is designed to lower your cost per signed case as it matures.
Both. Google Ads carries the majority of legal search volume and is the core of most programs, but Microsoft Advertising (Bing) often reaches an older, desktop-heavy audience at a lower cost per click, which can be valuable for certain practice areas like estate planning. Where the data supports it, we extend campaigns to Bing so you capture qualified searches Google alone would miss.
Wasted spend is the biggest leak in most legal PPC accounts, and controlling it is daily work. We build extensive negative-keyword lists that block job seekers, students, DIY researchers, and free-consult shoppers, audit search terms every week to catch new junk queries, use match types deliberately, and monitor for click fraud and irrelevant traffic. Because we track spend against signed cases, we can also cut whole campaigns that generate clicks but never produce retainers.
Yes. Attorney advertising is governed by state bar rules that general agencies routinely overlook, covering claims, testimonials, disclaimers, and prohibited language. Our team reviews ad copy, assets, and landing pages against advertising rules before anything goes live and keeps compliance in view as campaigns evolve. We keep your firm competitive without exposing it to an ethics complaint.
In most cases, yes, and it is usually preferable. Your account's conversion history and quality signals have value, so rather than starting from zero we audit the existing account, restructure what is salvageable, and build on the history where it helps performance. If the account is too disorganized to fix efficiently, we will tell you and rebuild it cleanly. Either way, you retain ownership of your Google Ads account.
Ready to stop buying clicks and start buying signed cases? Book a PPC strategy call and we will audit your paid search, show you where the budget is leaking, and map what cost per signed case could look like for your firm.