Clutch
G2Law firm PPC management
Law Firm PPC that pays off in cases.
Every click on a legal keyword is expensive. We make each one count.
We run Google Ads, Local Services Ads and Microsoft Ads for law firms around one number: what it costs you to get a qualified consultation. Calls and forms are tracked from the keyword to your intake team.
5.0 average from 20+ law firm reviews
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The Manifest#1 of the Top 100 Legal Firms Advertising and Marketing Agencies
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The Manifest#1 of the Top 100 Digital Marketing Agencies for the Legal Industry
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Clutch#3 of the Top Digital Marketing Agencies for Attorneys in the United States
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The Manifest#1 of the Top 100 Search Marketing Agencies
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Clutch#1 of the Top SEM Agencies in the United States
Law firms get more leads for less with our PPC.
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Louisiana +561%more leads
Personal Injury · Raburn Kaufman
+288% higher conversion rate64% lower cost per lead
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+1,302%more leads
Bankruptcy Law · Sherman & Ticchio
+168% higher conversion rate27% lower cost per lead
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+533%more leads
General Law Firm · Geraci
+370% higher conversion rate70% lower cost per lead
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+900%more leads
Corporate Law · Safe Harbor Group
+448% higher conversion rate84% lower cost per lead
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+363%more leads
Corporate Law · Apostille Corp
+158% higher conversion rate75% lower cost per lead
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Elmwood Park, NJ +47%higher conversion rate
Immigration Law · The Shulman Law Group
+41% more leads29% lower cost per lead
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+112%higher conversion rate
Criminal Defense · Crisp and Associates
45% lower cost per lead+38% more leads
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Clifton, NJ +83%more conversions
Personal Injury · Corradino & Partners
+25% more paid clicks
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+102%higher conversion rate
General Law Firm · Choi Firm
43% lower cost per lead+42% more leads
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+388%more leads
Personal Injury · Henningsen Injury Attorneys
66% lower cost per lead+1,470% more paid clicks
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+4.1%more CTR
Estate Planning · Protect Wealth Academy
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+274%more leads
Criminal Defense · MD Law Group
+251% higher conversion rate64% lower cost per lead
Google Ads for lawyers, built around intake.
Legal keywords are among the most expensive on Google, and most of the spend in a typical law firm account goes to searches that will never sign: job seekers, people looking for free advice, existing clients looking up a phone number, matters your firm doesn’t take. We build campaigns by practice area and location, cut those searches out with tight keyword lists and negatives, and send each ad to a landing page written for that exact case type. Every call and form is tracked, calls are recorded where your state allows it, and we ask your intake team which leads became consultations and signed cases, so budget moves to the campaigns that bring real matters. You see spend, leads and cost per lead for each practice area in your Client Hub, updated every day.
Every dollar aimed at cases you want.
One team builds, runs and reports on your campaigns, and you see every lead.
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Campaigns
One campaign per practice area
Personal injury, family law, criminal defense, immigration or estate planning each get their own budget, keywords and ads, so one area never starves another.
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Negatives
Wasted searches cut every week
We review search terms every week and block the ones that will never sign: jobs, free advice, other firms by name and matters you don’t take.
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Local Services Ads
Google Screened, at the top of the page
We set up and manage Local Services Ads where your practice areas qualify, so you pay per lead, and review every lead you’re charged for.
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Landing pages
A page for each case type
Plain-language landing pages with your reviews, results where your bar allows it, and a short form and click-to-call that works on any phone.
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Call tracking
Every call traced to its keyword
Tracking numbers, recorded calls where allowed, and form tracking, so you know which keyword and ad produced each consultation.
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Reporting
Cost per lead and per case, not clicks
We import lead quality from your intake team and report cost per qualified lead and per signed case for each practice area.
Most law firm PPC reports stop at clicks. Ours don’t.
What most agencies report:
- Clicks and click-through rate
- Impressions and impression share
- Total conversions, including spam forms and existing clients
- One blended cost per lead for the whole account
What SmartSites reports:
- Qualified leads by practice area, from calls and forms
- Cost per consultation and per signed case, from your intake feedback
- Search terms we blocked this month, and what they would have cost
- Where budget moves next, and why
Attorneys say our ads bring in real cases.
“I had worked with about 4-5 other PPC companies and usually took a loss. In the first two months with SmartSites I have seen a large increase in qualified leads come in.”
Andrew WeisbergAndrew M. Weisberg“Their services have been effective in reducing our cost per click/conversion in the promised timeframe.”
Robert ArchibaldGeraci LLP“I've been using SmartSites for over a year for SEO, updating my website, setting parameters, and targeting specific demographics for a campaign for Google Ads.”
Nicholas De MetroMontclair Divorce Mediation“Their expertise in digital marketing, SEO, PPC, and website optimization is evident in every interaction.”
Jim VickKenny Leigh & Associates“Our law firm had a very good experience with SmartSites with both our Google Ads and SEO. We highly recommend them.”
Anser AhmadAhmad & AssociatesLeads in weeks, better leads every month.
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Audit
We review your current account, search terms, landing pages and tracking, and show where the money is going today.
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Build
Practice-area campaigns, negatives, ads, landing pages and call tracking, set up before the first dollar is spent.
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Launch and tune
Daily checks in the first weeks, weekly search-term reviews and bid changes after that.
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Grow on cases
Intake feedback each month, so budget follows the practice areas and keywords that sign clients.
More ways we help law firms grow.
- Industry Digital marketing for law firms SEO, ads, websites and social for attorneys, from one team.
- Organic search Law firm SEO Rank in Google and Google Maps for the cases you want.
- Case studies Law firm PPC results Every published law firm PPC campaign, with the numbers.
- Service PPC management How we run paid search and paid social for every kind of business.
- Guide Understanding PPC for lawyers How pay-per-click works for a law firm, in plain English.
- Industry Legal services marketing Marketing for law firms, legal services and related businesses.
Law firm PPC questions, answered
Law firm PPC is paid advertising on Google, Microsoft (Bing) and Local Services Ads, where your firm pays when someone clicks your ad or, with Local Services Ads, when they contact you. Done well, it puts your firm at the top of the results for the cases you want, in the places you practice, from the first week.
It depends on your practice areas and market. A personal injury campaign in a large city costs far more per click than an estate planning campaign in a small town. We look at keyword costs and your conversion rate in the audit and recommend a budget that can produce enough consultations to judge the results, then scale what works.
A monthly management fee, plus your ad spend, which you pay to Google and Microsoft directly. The ad accounts are in your name and stay yours. You get a written proposal with the scope and fee before you sign.
Often both. Local Services Ads show above the regular ads with the Google Screened badge and charge per lead, but only for some practice areas and with less control over targeting. Search ads give full control over keywords, ads and landing pages. We test both and put the budget where the cost per signed case is lowest. See Local Services Ads management.
Leads usually start in the first weeks after launch. The first two to three months are about learning which keywords, ads and pages bring qualified consultations; cost per lead normally falls as we cut waste and move budget to what signs.
Bidding on a competitor’s name is allowed by Google, but using their trademark in your ad text usually isn’t, and some state bars have views on it. We explain the trade-offs and follow your choice; see our guide to trademarks in PPC.
Yes. Paid search brings calls right away while organic rankings build, and the two share keyword and conversion data. See law firm SEO.
