Law firm marketing · United States
SEO and Google Ads for US Law Firms
We help personal injury, family, immigration, criminal defense and estate planning firms get more signed cases from Google: organic search, the local map pack, Google Ads and Local Services Ads. Every lead is tracked from first click to intake call, so you see what each case cost.
Our team works around the clock, so your campaigns are watched during US business hours and overnight.
Why legal marketing needs a different playbook
Clicks are expensive
Attorneys and legal services have the highest median cost per click of any industry on Google Ads: $9.87 in WordStream’s 2026 benchmarks. A campaign that isn’t tracked to signed cases burns budget fast.
Bar rules apply
Under ABA Model Rule 7.1 and your state bar’s version of it, a lawyer’s advertising can’t be false or misleading. We write copy that avoids guarantees, unverifiable “best lawyer” claims and results without context.
Local wins most cases
People who need a lawyer search “near me” and pick from the map pack, so your Google Business Profile, reviews and office pages carry as much weight as your website.
Intake decides the return
A lead that waits for a call back is a lead lost. We report on calls answered and consultations booked, not only clicks.
What we do for law firms
Law firm SEO
Practice-area pages for each case type you want, technical fixes, and content that answers the questions clients ask before they call.
Local SEO and Google Business Profile
A complete profile for each office, a steady review request process, and consistent listings on legal directories.
Google Ads and Local Services Ads
Search campaigns built around case types, negative keywords to cut wasted spend, and Local Services Ads setup, including Google’s screening process for law firms.
Intake and call tracking
Call and form tracking, so every report shows cost per lead and cost per signed case.
What working with us looks like for a law firm
An illustrative example of how we’d work with a two-lawyer personal injury firm in Florida. It shows the work and the order we do it in. It is not a client result.
Audit and tracking
Weeks 1–2. Review of the website, Google Business Profile and intake process. Call and form tracking set up, so every lead can be followed to a signed case.
Local Services Ads and Search
Weeks 3–6. Help with Google’s screening for Local Services Ads, and search campaigns for the case types the firm wants most, with bar-compliant ad copy the firm approves.
Local SEO
Months 2–4. Practice-area pages for car accidents, slip and falls and wrongful death, a complete Google Business Profile, and a steady review request process.
Report and adjust
Monthly. Leads, cost per lead, consultations booked and signed cases, then budget moved toward the case types that sign.
Illustrative example only. Since 2015 we’ve worked with 1,000+ clients; they’re under NDA, so we don’t publish their names or results.
How we work
Questions law firms ask us
Straight answers on rules, timelines and cost.
Get more signed cases from Google
Tell us your practice areas and cities. We’ll review your current search presence and send a custom quote within 24 hours.
Click-cost source: WordStream Google Ads Benchmarks 2026. See also our SEO services and ads management.