Marketing Partner For Ambitious Attorneys
Law Firm PPC Agency for Lawyers & Attorneys
We Drive Leads and Revenue for Ambitious Law Firms Through PPC Advertising
Our Law Firm PPC Services Get Results
Here are some results of our ad campaigns:
Why Use Attorney PPC?
Pay per click advertising for lawyers is the only digital marketing tactic that promises a ticket to the top of SERPs in a heartbeat. It’s a kind of direct response marketing that gets you in front of prospective clients searching for legal representation RIGHT NOW.
Unlike SEO marketing, pay per click marketing, such as Google ads, doesn’t require keeping up with Google’s constant changes to its algorithm.
What is a PPC Management Service?
Pay-per-click (PPC) management typically involves a marketing agency (or PPC consultant) running the entire PPC campaign and managing the PPC budget for your business. The agency (or consultant) charges a percentage of your advertising budget every month to manage and improve your campaign’s performance.
How Much Should a Lawyer Spend on Google Ads?
Your Google Ads spend depends on your niche, your target keywords, and the kind of leads you want for your law practice. As Google is agile, you may also need to adjust your budget every week.
Which is Better for Lawyers: PPC or SEO?
PPC is direct response marketing that puts your law firm directly in front of prospects looking to hire lawyers immediately. It remains relatively underutilized and can inform the keywords you target via search engine optimization (SEO).
On the other hand, hiring a lawyer SEO can create a moat against your competition. Once the content and links you build start delivering results, your organic Google search rankings will soar.
Ideally, your marketing strategy should focus on leveraging both SEO and PPC. They can get in front of your target audience with multiple placements in search engines for your legal services.
What Kind of PPC Services Does On The Map Marketing Provide?
We execute all the major forms of paid advertising:
- Google Ads to boost your lead generation and get you new clients quickly
- Local Service Ads (LSAs) to triple dip SERPs
- Social Media Advertising* for establishing your brand awareness
*Typically we’ve seen better results from PPC ads on Google than display ads for law firms. But we can discuss your needs.
The Secret Sauce of Our PPC Campaigns is Four Pronged
Our PPC Ads scale your online presence and get you in front of more potential clients with the following four ingredients:
Custom Landing Pages
We build specific landing pages for each of your campaigns to follow the promise you made in your ad. It lets you establish your unique value proposition and improves your lead quality and the overall conversion rate.
Ongoing PPC Management
We can either set up a Google AdWords account from scratch for your firm. Or start optimization of your existing campaign, our PPC managers are responsive to your requirements. We’ve impeccable attention to detail for every PPC client and implement your feedback quickly.
Smart Paid Search Advertising Strategy
Every paid search campaign begins with keyword research. We find the search volume for a group of keywords you can target in your geographical location in your practice area. We also estimate the cost per click and cost per lead for your niche.
Custom Ads Per Keyword
The key to the success of paid search ads is adapting the ad copy of your search ads with the keywords the searcher uses. We use tailored messaging for every searcher by adding dynamic content to your ads, ensuring relevance to each prospect at scale.
The Verdict of the Legal Industry On Our Digital Marketing Agency is Out
They’ve nailed it every time.
“A lot of smaller personal injury firms start with a connection to a judge. We didn’t have that, so we had to build it from the ground up. And we could not have done that as quickly and efficiently without On The Map. They showed us time and time again that we can trust them. They’ve nailed it every time.”
Partner at Hipskind & McAninch
We look forward to our continued partnership and mutual success!
“OTM has a dynamic team with a proven track record of success. They have been a great collaborative and strategic partner. We look forward to our continued partnership and mutual success!”
Managing Partner at Hansford McDaniel
Customized PPC Services For All Major Practice Areas
We create PPC marketing campaigns for the following attorneys:
Here’s How an Engagement With Our PPC Company Looks Like
1. Discovery Call
We’ll discuss your business goals and digital advertising requirements to determine our fit.
2. Legal Marketing Audit
Our PPC services start with a free PPC audit of your website and an analysis of your market.
3. A Custom Marketing Strategy
After a goal alignment call, our PPC experts will share some campaign management packages with timelines and suggested ad spend.
4. Onboarding and Scaling Your Marketing
Once we set up an account, the PPC manager starts executing law firm PPC campaigns.
5. Ongoing Reporting and Analysis
Your account manager shares regular data-driven insights on your campaign sharing key account metrics, gets your feedback if you’re getting quality leads, and adjusts the campaign to ensure a quick time to return on investment.
Law Firm PPC Pricing: Management Fee and Ad Spend
Law firm PPC has two costs: the ad spend you pay Google, and the management fee you pay your agency.
- Our PPC management fee: $1,000 per month or 10% of your ad budget, whichever is greater (the same rate listed on our digital marketing pricing page). Paid social ads are billed the same way.
- Typical law firm ad spend: roughly $5,000 to $30,000+ per month, depending on practice area, city and how aggressively you want to grow.
- Cost per click: legal keywords commonly run $20 to $200+ per click; personal injury terms in large metros sit at the top of that range.
We recommend starting with a budget that can produce enough clicks to learn from in your market, then scaling what converts. Our law firm marketing budget guide walks through how to size it.
How Our Lawyer PPC Campaigns Differ by Practice Area
Personal Injury
The highest cost per click in legal. We tighten targeting to case types you actually take, pair Google Ads with Local Services Ads, and route calls to intake fast, because response time decides who signs the case. See our personal injury lawyer marketing guide.
Criminal Defense and DUI
Searches spike nights and weekends, almost always on mobile. We use call-focused ads, charge-specific ad groups and ad scheduling that matches when your phones are answered. See how to get DUI lawyer leads.
Family Law and Divorce
We separate divorce, custody and support searches, filter out “free” and “pro bono” intent with negative keywords, and target the counties you practice in. See divorce and family lawyer marketing.
Immigration
Campaigns are organized by case type (family visas, green cards, citizenship, deportation defense) and, where your firm serves them, by language. See immigration lawyer marketing.
Estate Planning
Lower click costs but a longer decision cycle, so we optimize for consultations and follow-up rather than same-day calls. See estate planning lawyer marketing.
We also run PPC for bankruptcy, employment, workers’ compensation, medical malpractice and other practices listed above (for example, our bankruptcy attorney marketing guide).
Google Local Services Ads for Lawyers
Local Services Ads (LSAs) appear above regular search ads and charge per lead instead of per click. For many firms they are the cheapest leads in the account, but they depend on Google screening, reviews and responsiveness. We set up and manage LSAs alongside your search campaigns so the two do not compete for the same budget. Read our guide to Local Services Ads for lawyers.
What We Measure: Cost per Lead and Cost per Signed Case
Clicks are not the goal. We set up conversion tracking for calls and form fills, review search terms and add negative keywords every week, and report cost per lead by campaign so budget moves to what produces cases. Where call tracking is in place, we can also use TrackRight, our in-house lead tracking tool, to tie calls back to campaigns.
Proof from our published PPC case studies: Hansford McDaniel achieved 80 retained cases with PPC in 12 months, and Nunez Law generated 17 leads from PPC in 2 months.
Who Works on Your PPC Campaign
On The Map Marketing is a Miami-based digital marketing agency (1 SE 3rd Ave, Suite 2050) with more than 50 people across our Miami headquarters and our Riga office, and we have worked with 300+ clients. Law firms are our core focus: the case studies on this page are law firm engagements, and the testimonials come from partners and marketing leaders at those firms.
Your campaign is handled by our in-house team of SEO managers, PPC specialists, legal writers and editors, designers and developers, with a dedicated account manager as your single point of contact. You can meet the team on our About page.
Related Legal Marketing Services
- Law firm SEO agency: build organic rankings so you rely less on paid clicks over time.
- Full-service law firm digital marketing: PPC, SEO, web design, content and PR in one plan.
- Law firm website design: landing pages and sites built to convert paid traffic.
- Social media marketing for law firms and law firm video production for ad creative.
- Free guide: SEO for lawyers, step by step.
Law Firm PPC FAQs
What is PPC advertising for law firms?
PPC (pay-per-click) is an online advertising model where law firms pay a fee each time someone clicks their ad on Google or other platforms. It puts your firm at the top of search results for the legal services you choose, in the locations you serve, as soon as the campaign is live.
How much does PPC cost for law firms?
Law firm PPC costs vary widely, from $5,000 to $30,000+ per month in ad spend depending on practice area and location. Our management fee is $1,000 per month or 10% of your ad budget, whichever is greater.
Is PPC worth it for law firms?
Yes, PPC is worth it when managed properly. It delivers immediate visibility and high-intent leads, and because every click and call can be tracked, you can see your cost per lead and cost per signed case and scale what works.
What is the average cost-per-click for lawyer keywords?
The average cost-per-click for lawyer keywords ranges from $20 to $200+ depending on practice area and location. Personal injury keywords in large cities are usually the most expensive.
How do Google Local Service Ads differ from PPC for lawyers?
Google Local Service Ads (LSAs) charge per lead rather than per click and appear above standard PPC ads. They require Google screening and depend heavily on reviews, so most firms run LSAs alongside regular search campaigns.
Should law firms use PPC or SEO?
Law firms should ideally use both. PPC delivers immediate results and is perfect for new firms or competitive markets, while SEO builds long-term organic visibility that keeps producing leads without paying for every click.
What makes a good PPC landing page for a law firm?
A good PPC landing page includes a clear headline matching the ad, a prominent phone number, a simple contact form, trust signals like reviews and case results, and a strong call-to-action.
Ready to Make The Best PPC Decision for Your Law Firm’s Website?
Contact us by clicking the button below and filling out the proposal form. Our team will get back with a PPC audit for your website.
