Paid search, run for law firms
When someone types "car accident lawyer near me," you have seconds to win the click and the call. We run Google Ads built for that moment, then track every click through intake to a signed case, so you know cost per signed case by campaign, not cost per click.
Talk to a PPC strategistSee pricingDone-for-you agency management, scoped to your market on the strategy call. Month-to-month.
Ex. A — the keyword ledger Modelled · illustrative
Two keywords, same budget, one month
Same spend, opposite outcomes. Only click-to-case attribution tells these keywords apart — a clicks report calls them both “working.”
500+ Law firms served Since 2015 5.0 Rated on Google From 3 client reviews Every Channel Search, social, LSAs, SEOThe instrument
Modelled market rates — your real numbers replace these on the call
Monthly ad spend $18,000 per month $5,000 $60,000at a modelled $22 average cost per click
A clicks report The GavelGrow recordEvery stage carries its source, so the last line is a fact rather than an estimate.
The number the whole engagement is judged on.
$1,389Both views run identical modelled rates. The only difference is how far the record carries.
Modelled · illustrativeWant this run on your real numbers? That is the strategy call →
What we manage
We build and run the full Google Ads and Microsoft Advertising (Bing) account for your firm, from keyword architecture to the attribution that proves it worked. Every element below is executed for legal, by a team that works with law firms and nothing else.
The foundation. We map the searches your future clients actually make and structure the account so the right ad shows for the right intent.
Responsive search ads and assets written to earn the click while staying inside advertising rules.
Ads are only half the equation. We point traffic at pages built to convert the search, coordinated with the conversion-optimization team.
The daily discipline that separates a profitable account from a leaky one.
The layer that ties spend to revenue. This is where GavelGrow separates from generic PPC shops.
A clear read on what your money bought, plus the standing partnership to keep improving it.
How we start
We audit the account and stand up the tracking spine: call tracking, form capture, intake. No new spend goes out until we can measure what it produces.
Deliverable Account audit plus click-to-case tracking, live
02Campaign structure, negatives, ads and landing pages built for the highest-intent searches. Every line is bar-reviewed before it goes live.
Deliverable Structured campaigns and landing pages, launched
03Search-term audits prune waste, budget shifts toward the queries that sign, and bidding learns from real case value rather than proxy clicks.
Deliverable Weekly optimization and wasted-spend reduction
04Cost per signed case by campaign, read against practice-area benchmarks — then we scale into what the data proves is profitable.
Deliverable Signed-case reporting plus a scale-up roadmap
Day one is a conversation, not a contract. Start with the audit →
The fit
An honest filter before anything else. PPC & Google Ads is a specific instrument, and it is not for every firm.
Not sure which side you are on? That is a two-minute answer on the call →
Before you ask
Every done-for-you engagement is scoped on a strategy call — your market, practice area, and goals set the management fee and your ad budget, and you'll have exact numbers before any commitment, month-to-month. The 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 $199 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.
A good answer sounds like
A named intake event — not clicks, not impressions, not “engagement.”
Ours
A signed case, tied back to its keyword. Cost per signed case is line one of the report.
A good answer sounds like
You do, unconditionally — history, audiences, and all.
Ours
Your firm owns the account; we work inside it. Leaving costs you nothing but the goodbye.
A good answer sounds like
Specific ad groups with reasons — an agency that never kills anything isn't optimizing.
Ours
Every monthly report lists what we killed and exactly where that budget went instead.
The engagement
Book a 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.
First name Last name Work email Phone Book a PPC strategy callNo obligation. We reply within one business day.
Or run it yourself on the platformA legal-only team. Done-for-you management scoped on your strategy call, month-to-month.