Law Firm PPC Services to Sign More Cases Fast

Law firm PPC at Redefine Web runs $499, $999, $1,999, or from $3,500 per month across four management tiers. Ad spend is billed direct by Google, Meta, and LSA to your firm card, so you always see network cost separate from our fee. Foundation at $499 per month fits solo firms testing paid for the first time, with $2,000 to $5,000 recommended monthly ad spend. Growth at $999 fits single-office firms in the $5,000 to $12,000 spend range with Meta retargeting and per-case-type campaigns. Authority at $1,999 fits 2 to 10 office firms with per-office attribution, dedicated landing page templates, and quarterly partner reviews. Enterprise from $3,500 handles national PI shops and mass tort intake operations with LinkedIn ABM layered in for B2B litigation and a dedicated account director. Every tier is a flat retainer, never a percentage of ad spend, so scaling budget never scales your management fee, and cutting spend never triggers a claw-back on the retainer. All four tiers include LSA management, LPM attribution, and the weekly Monday note as standard.

Most single-office US law firms spend $4,000 to $12,000 a month on Google Ads once they are past the learning phase. Multi-office firms and national PI shops run $25,000 to $150,000 per month. That range moves with metro CPCs, case-type mix, and case value. PI and mesothelioma push higher, since a single signed case runs $15,000 to $500,000 in contingency fees, so a $800 CPA still returns 20x on the ad spend. DUI and family law justify a lower budget, since case fees sit at $2,500 to $8,000, and $2,500 a month can produce a workable pipeline. Immigration and estate planning sit between the two extremes at $3,000 to $6,000 a month for a solo office. Our audit reads your last 90 days of spend and returns a recommended monthly budget by case type, jurisdiction, and intake capacity before you sign anything. Nothing is spent past what your intake team can actually consult on. Budget shifts month over month based on signed-case value and Smart Bidding maturity, never on flat calendar cycles.

First signed case inside 21 days of launch is our commitment across all 25+ law firms under active management. Google Search and LSA (Google Screened) produce faster than Meta, since search intent is already hot on Search. LSA can produce a signed intake in 48 to 72 hours once Google verifies your attorneys and Bar admission through the Local Services verification process. Meta retargeting kicks in 21 to 30 days out once the pixel has enough audience to warm up on visitors who did not sign the first visit. Full campaign maturity, where Smart Bidding has enough signal to hit the target CPA, takes 60 to 90 days. Miss the 21-day mark, month one refunds fully, honored across every account we have run to date. After week two, the LPM signed-retainer data feeds Smart Bidding directly, and cost per signed case drops week over week from there. Every campaign has a written ramp plan the managing partner signs before spend goes live.

Cost per law firm PPC signed retainer on our management runs $200 to $600 for general practice and $1,500 to $6,000 for personal injury. Blended median across the 25+ firms under active management is $312 per signed case, tied to Clio Grow, MyCase, PracticePanther, Filevine, and Lawmatics records, not click-to-phone. Cost per lead runs higher, $150 to $400 for general practice, $250 to $700 for family and estate, and $600 to $2,200 for PI across US metros in 2026. The signed-case number is what matters, and it is what we tune Smart Bidding on from week two forward. Cost per signed case usually drops 50 percent from launch to week 8 as the bidding model trains on real LPM data. Every reduction is documented in the weekly Monday note from your media buyer and tied back to a specific campaign, keyword, or landing page change. Every reduction is documented in the weekly Monday note from your media buyer and tied back to a specific campaign, keyword, or landing page change. Signed-case value and referral lifetime value both feed the model.

Law firm PPC agency fees fall in three brackets. Freelancers and small shops charge $500 to $1,000 a month, usually flat, often without LPM attribution or LSA management included. Specialist law firm PPC agencies charge $1,000 to $4,000 a month, either flat or 15 percent of ad spend. Large legal marketing agencies push $5,000 to $15,000 a month and often lock you into 12-month contracts with hostage-retention terms on the ad accounts. Redefine Web sits in the specialist bracket at $499 to $3,500 a month, flat retainer, 6-month initial term with 30-day cancellation after, LPM attribution included, and every asset stays with the firm on exit. The 15 percent of ad spend model punishes efficiency, since the agency earns more when your CPA gets worse, and we refuse to work that way. Every dollar you cut from wasted spend goes to your case-signing budget, not our retainer. Ad spend billing runs directly from Google, Meta, and LSA to your firm card, and our fee is invoiced separately for clean accounting.

Yes. LSA (Google Screened for Lawyers) management is part of every Redefine Web law firm PPC retainer, not an upsell. LSA runs at the very top of Google above the paid search ads and charges per lead, not per click, usually $70 to $250 per signed intake for general practice. The Google Screened badge on your LSA listing builds trust with clients who filter results by verified attorneys. We handle attorney verification, Bar license checks, background check submissions for every attorney on the listing, review sync from your Google Business Profile, and weekly dispute-bad-charge work on every unqualified lead LSA bills you for. LSA usually earns the cheapest signed case in the channel mix. Our LSA specialist runs disputes every Friday, and every dispute is written up with the reason code so your firm sees exactly what was refunded and why. Bar advertising rules stay compliant on every listing update. Every LSA dispute filed and every refund credited shows up on the monthly report line by line.

We build dedicated law firm PPC landing pages per case type, per office, per campaign. Sending Google Ads traffic to your firm homepage cuts conversion rate in half, since the homepage is built for brand browsing, not intake. Every landing page follows the same pattern. Above the fold, case type name, fee signal (contingency vs flat), three trust points, click-to-call. Body, case-type detail, verdicts and settlements gallery, three client reviews specific to that case type. Footer, intake form wired directly to your LPM. Foundation tier includes one landing page. Growth includes five. Authority delivers a custom template system with per-office variations and dynamic city insertion. Enterprise adds A/B testing on every hero, form, and trust stack running in parallel. Every page loads under 2 seconds on 4G, meets WCAG AA accessibility standards, and every headline is reviewed against ABA Model Rules 7.1, 7.2, and 7.3 on attorney advertising. Every landing page also has a form abandonment retargeting audience wired in on day one for Meta and Google Display recapture.

We connect Google Ads and Meta to your LPM through Enhanced Conversions for Google and Conversions API (CAPI) for Meta. Every signed retainer in Clio Grow, MyCase, PracticePanther, Filevine, or Lawmatics fires back to the ad platform with the source campaign, keyword, and ad. Smart Bidding then trains on real signed cases, not form fills or click-to-phone events. Setup uses a hashed-email match key that stays inside attorney-client privilege boundaries, so no client identifiers, matter details, or fee amounts leave your LPM. Reporting shows CPA per campaign against actual LPM retainers, not estimated conversions or modeled numbers. All tracking runs server-side so iOS 14+ signal loss and third-party cookie deprecation do not degrade the attribution over time. The weekly Monday note references the exact LPM record ID of every signed case so your firm can audit any number back to source in one click. Every conversion event is logged with a timestamp and a raw source so the firm can reconstruct any dispute in the ad platform.

Yes, and per-case-type campaigns almost always beat blended lawyer-near-me campaigns on ROAS. PI cases earn median $15,000 to $75,000 in contingency fees, so a $1,500 to $6,000 cost per signed case still hits 10x to 25x ROAS. Mesothelioma runs $8,000 to $25,000 per signed intake, but a settled case is worth $1M plus. DUI, immigration, estate planning, IP, family law, and mass tort each get a dedicated campaign, dedicated landing page, and dedicated ad copy that names the case type in the H1. All copy complies with ABA Model Rules 7.1, 7.2, and 7.3 on attorney advertising, plus every state Bar advertising rule for the jurisdictions you serve. No headline claims outcomes, no testimonial runs without written client consent, and every disclaimer required by your Bar sits above the fold on the landing page. Bar compliance is reviewed by a second reviewer before any ad goes live. Every ad also carries the required jurisdiction disclaimer in the description field.

Yes, from the Growth tier at $999 per month up. Meta and Instagram work well for law firm retargeting, case-type education (mass tort awareness, immigration policy changes, estate planning basics), and warming up cold audiences in your service radius. All law firm ads on Meta run under Special Ad Category (Legal), which restricts detailed targeting and disables lookalike audiences built on your client list. Growth includes retargeting ads that follow visitors who did not sign, plus one branded awareness campaign. Authority tier layers in prospecting to broader interest audiences with case-type-specific creative rotations. Meta usually earns 3x to 6x ROAS on retargeting for law firms once the pixel has enough audience volume. Every ad is Bar-compliant, no outcome claims, and every video creative is captioned for accessibility. Meta CAPI conversions fire back to your LPM the same way Google Ads does, so signed cases attribute correctly across every channel. Retargeting frequency caps are set per audience so no visitor sees the same creative more than 3 times a week.

Yes, Google Ads and LSA together are the fastest paid channel for signed law firm cases in 2026. Google Search catches high-intent buyers already typing “car accident lawyer near me” or “DUI attorney [city]”. LSA (Google Screened for Lawyers) runs at the very top of Google above paid search, charges per lead, not per click, and shows the Google Screened badge on your listing. Both are governed by Google Ads policies plus ABA Model Rules 7.1, 7.2, and 7.3 on attorney advertising. On our active accounts, Google Search plus LSA blended cost per signed case runs $200 to $600 for general practice and $1,500 to $6,000 for personal injury. Firms that treat Google Ads as a standalone tactic without landing pages, LPM attribution, or a per-case-type structure usually see 3x to 5x higher CPA. Working attorney Google Ads at scale needs signed-case data feeding Smart Bidding week over week, which is what our management delivers. Every ad platform integration on your account carries a written scope of access and a rotation schedule for the API keys.

$20 a day, or $600 a month, is below the minimum viable spend for most law firm PPC campaigns in US metros. A single click on PI keywords costs $500 to $1,090 in Los Angeles, Houston, and New York, so $20 a day buys zero to one clicks on PI. On DUI at $200 to $400 per click, that budget nets 2 to 3 clicks a day, not enough for Smart Bidding to learn. Family law and estate planning at $40 to $120 per click can produce results at $20 a day in smaller metros, but not signed cases at scale. Realistic law firm PPC starting budgets: $2,000 to $5,000 a month for solo firms, $5,000 to $12,000 for single-office growth firms, $25,000 plus for multi-office and PI shops. Our Foundation tier at $499 a month is built for firms in the $2,000 to $5,000 ad-spend range, and the audit tells you exactly which case types and jurisdictions your budget can support before you sign a retainer. The audit is delivered as a 20-page PDF signed off by the managing partner before any campaign structure change goes live on the account.

Every engagement starts with a 6-month initial term, then rolls to 30-day cancellation after month six. The 6-month window gives Smart Bidding, LSA verification, and landing page CVR iteration enough runway to compound. Most attorney Google Ads campaigns hit peak efficiency between weeks 8 and 16, so shorter terms usually cancel before the account matures and never recover the ramp cost. After month six, cancellation is a written 30-day notice, and every asset built during the engagement stays with your firm: Google Ads account, Meta account, LSA listing, landing pages, ad copy library, conversion tracking config, and the LPM integration. No hostage retention on the accounts, no gated logins, no exit fee. We do not take a percentage of ad spend, so canceling never triggers a claw-back on prior months. About 94% of law firm retainers renew past month six, and the ones that do not usually pause for a seasonal reason and come back the next quarter.

Onboarding for law firm PPC management takes 5 to 10 business days from signed retainer to first ad live. We need: read or admin access to your existing Google Ads, Meta Business Manager, and Google Analytics 4 accounts; API access to your LPM (Clio Grow, MyCase, PracticePanther, Filevine, or Lawmatics); Bar admission details and attorney profiles for LSA verification through Google Local Services; billing card for direct-billed ad spend; approval on the 20-page audit report and the campaign structure plan; and one 60-minute kickoff call with the managing partner or firm marketing lead. Once these land, our media buyer builds the campaigns, LSA verification submits, tracking wires through your LPM, and Foundation-tier landing pages go live inside week two. Every access request runs through your firm IT lead so nothing bypasses your existing security process. All API tokens rotate quarterly and every access log is available to your firm on request for internal audit purposes.

A dedicated media buyer owns your account and stays on it month over month. No account manager layer between you and the person changing bids, writing ad copy, and building landing pages. Every media buyer on our team has run at least $2M in law firm ad spend and holds active Google Ads and Meta Blueprint certifications. Bar advertising compliance is reviewed by a second reviewer against ABA Model Rules 7.1, 7.2, and 7.3 before any ad goes live, and every jurisdiction with additional Bar rules gets a per-state compliance pass on top. On Growth tier and up, a landing page designer and a conversion analyst join the account. On Authority and Enterprise, a dedicated account director joins monthly partner reviews and quarterly strategy sessions. You get the media buyer’s direct email and phone, plus a Slack or Teams shared channel for same-day questions. Weekly Monday reports come from that same person, signed with their name at the bottom.