Industries · Legal
Legal has the most expensive clicks in local advertising and the least forgiving intake.
At these costs, a lead that waits twenty minutes for a callback is not a lead. It is a donation to the firm that answered.
Four things that decide a legal account.
Intake is the campaign
When a click costs what legal clicks cost, the difference between answering in two minutes and two hours is the entire margin. Most firms have never measured their own answer rate. We measure it before touching the bidding.
Case value varies enormously inside one practice area
Two personal injury leads can differ in value by two orders of magnitude. Optimising toward cost per lead pushes budget toward the cheap, low-value cases. Case type and qualification have to feed back into the campaign or the account optimises itself in the wrong direction.
Practice areas are entirely separate businesses
Family, criminal, immigration, personal injury and estate work have different urgency, different competition, and wildly different economics. A firm-wide campaign is four bad campaigns wearing one budget.
Advertising rules are jurisdictional and enforceable
State bar rules govern what attorney advertising may claim, how results may be described, and what disclaimers are required. This is a compliance surface, not a creative preference — and it is genuinely one of the few places where a marketing mistake has a licence attached.
02
What the searches look like
Emergency legal searches — arrested, injured, served — convert immediately at the highest cost per click in any local vertical. Consultation and cost searches are researched and comparison-heavy. Practice-area terms need dedicated pages that speak to one situation rather than listing every service the firm offers.
Specific to this trade.
- 01Separate campaigns and pages per practice area, never a firm-wide catch-all
- 02Intake speed measured and reported as a primary metric
- 03Case-type qualification fed back into bidding, so budget follows case value
- 04Copy and disclaimers written against your state bar's advertising rules
- 05Call recording and review to find where qualified callers are being lost
04
What ads can’t fix
Paid media cannot fix an intake process that lets qualified callers go to voicemail. In this vertical more than any other, we will look at your answer rate before we look at your ad account — and if intake is the problem, we will say so rather than sell you traffic.
Fifteen minutes on your legal market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.