Law Firm Paid Advertising

Google Ads, Local Services Ads and connected TV, funded where your cost per signed case is lowest.

Paid advertising delivers something organic marketing can’t: immediate visibility.

The challenge is that legal advertising is expensive. Competitive legal markets costs run anywhere from $15-$300 per click depending on the keyword and market. A single click that doesn’t convert costs you money with nothing to show for it. Budgets that aren’t strategically managed can dry up without generating any qualified leads.

LaFleur can make sure your paid advertising campaign is providing consistent value with data-driven decision making that most law firms don’t have internally.

Ready to move beyond guesswork?

Growth marketing for law firms starts with a clear plan.

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Understanding the cost reality of paid ads

Google Ads pricing is auction-based. Advertisers bid on keywords, and the more competitive the keyword, the higher the bid you need to win clicks.

Most law firms fail because they bid on keywords that don’t convert, send all traffic to a generic homepage, and don’t track conversions for opportunities to improve. They spend money and then wonder where their clients are.

Here’s how we make a difference.

Google Ads for law firms: the main platform

Google Ads is the primary platform for law firms. Your ads appear in Google results when people search for legal services, and ads convert at high rates because they’re targeting people actively looking for lawyers.

Keyword strategy
Not all legal keywords are valuable. We implement strategies that bid aggressively on high-intent, high-conversion keywords that focus your budget on quality leads.
Landing pages
Your ads link to landing pages. The more persuasive your landing page is, the higher your conversion rate and the lower your cost per lead. Most law firms send their ad traffic to their homepage and wonder why conversion rates are low. Instead, we give each ad a dedicated landing page optimized for conversion.
Quality scores
Google assigns a quality score to each keyword. Higher quality scores mean better ad placement and lower costs. A well-managed account with strong quality scores reduces costs by 20-40%. We make an effort to keep your quality scores high.
Conversion tracking
You can’t optimize what you don’t measure. Every conversion should be tracked and attributed to the campaign, ad group, and keyword that generated it. We use this data to reveal what’s working and what is just draining your budget.

Local Service Ads

Local Service Ads (LSAs) are a growing platform for service businesses, including attorneys. The difference is that instead of paying per click, you pay per qualified lead.

For many law firms, LSAs deliver higher-quality leads at lower cost than traditional Google Ads. The trade-off is that you’re charged based on leads, and you need to maintain your response times and conversion rates to not damage your performance.

LSAs work particularly well for personal injury, DUI and criminal defense, family law, and bankruptcy firms.

Social media advertising

Facebook, Instagram, and LinkedIn ads can reach people outside of active search. These social media platforms work particularly well for brand awareness and market recognition.

We implement well-rounded paid strategies that combine high-intent search ads (Google Ads, LSAs) with these lower-cost awareness-building social ads.

Display and video advertising

Display and video ads reach people across the web to build awareness and retarget website visitors.

We’ve implemented connected TV advertising campaigns on streaming platforms like YouTube, Hulu, and others to reach affluent audiences during prime content consumption hours.

Ready to build a growth plan for your law firm?

Let’s discuss where you stand today, what’s possible in the next 12 months, and how to get there.

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We do not fudge compliance

State bar ethics rules restrict how attorneys can advertise, and different jurisdictions have different requirements, such prohibitions on language like “best lawyer” and superlatives without substantiation.

Your paid advertising strategy must comply with your state bar’s rules. Non-compliance creates professional responsibility violations, bar discipline, and reputational damage. We have the legal expertise to build campaigns that comply with jurisdiction rules while still achieving real growth.

Building a real paid advertising program

Most law firms don’t carry all the technical marketing expertise in-house, and many agencies don’t have deep legal industry knowledge. We have both.

We manage complete paid advertising strategies for law firms from initial strategy and campaign setup through ongoing optimization and reporting. We ensure compliance, generate qualified leads, and prove ROI.

Looking to fire your law firm’s advertising efforts on all cylinders? Contact us today to get a growth plan.

Get a growth plan for your firm

Tell us where the firm is and where you want it to be. We come back with the math: what is working, what is not, and what to fix first.