Google Ads · Local Services Ads
Law Firm PPC.
Google Ads is the fastest way to put your firm in front of people who are ready to hire a lawyer now. Ads can start showing within hours of turning them on. It is also an easy way to waste money if it is not managed well.
At Baltzer Marketing, we help law firms show up everywhere people look for a lawyer online, and we turn those searches into qualified leads and consultations.
We have specialized in paid search for law firms since 2014. We manage PPC, including Google Ads and Local Services Ads. Every report ties your ad spend to the calls and leads it produced.
Google Ads and Microsoft Ads Certified
Google Partner and Microsoft Advertising Certified Professional.
You Should Only Pay for People Who Can Become Clients
Google Ads can put your firm in front of someone at the exact moment they search for a lawyer. You pay when someone clicks your ad, which makes controlling who sees those ads especially important. A law firm shouldn’t be paying for clicks from people looking for free help, people who don’t have a case, or people looking for a service the firm doesn’t offer.
We manage the keywords, search terms, targeting, ads, landing pages, bidding, and budget to generate qualified leads while cutting wasted spend. And we keep improving the campaign based on what actually turns into consultations and clients, not just which ads get clicks.
You’re Paying for a Person Who Already Wants a Lawyer
Legal searches are some of the most competitive searches on Google. A new client can be extremely valuable to a law firm, so firms are willing to compete aggressively to reach people who are actively looking for an attorney. Legal directories and lead generation companies compete for many of those same searches, which pushes costs even higher.
Legal advertising is unforgiving. The routine mistakes other industries can shrug off can waste a law firm’s ad budget fast.
Qualified leads and cases
We Measure the Searches That Become Clients
We measure qualified leads and signed cases. Each lead is tagged back to the search that produced it, and we follow it through to the consultation and the case.
Without that, Google treats every call and every form as a win. It then puts more of the budget toward the cheapest contacts. The easiest people to get to contact you are usually not the clients you want. We watch which contacts were qualified and which became cases, and we steer the spend from that.
If you are running Google Ads and are not sure what the spend is producing, book a discovery call. We will pull the numbers from your account in the first conversation.
Search Ads and Local Services Ads Do Different Jobs
Search ads and Local Services Ads are the two Google products most lawyers know.
Search ads appear in the regular search results, marked as an ad. You have more control than with Local Services Ads. You choose the searches that trigger the ad, who sees it, and the landing page where you control the message. You pay when someone clicks.
Local Services Ads sit above the search ads. They show your photo, your reviews, and a Google badge. You pay when someone contacts you, not when they click. Google decides which firms show, so you have less control over the searches, the message, and the page.
Search ads and Local Services Ads each have tradeoffs. They work best together. Running both puts your firm in more places on the same results page.
Landing Pages Turn Clicks into Leads
By the time someone reaches your page, the click is already paid for. A weak page wastes that click.
The page has to speak to the search they typed, the mindset they are in, and the problem that sent them there. A generic firm page does not do that job.
We build dedicated landing pages for every PPC campaign. If the website cannot do that job, we still build the landing pages.
We Track Lead Quality Through to Signed Cases
Reporting that stops at the contact hides whether the spend produced clients. We track which contacts were qualified and which became cases, so we can see what the work returned.
Call tracking and form tracking tie each contact back to the search that produced it. That is how we know which searches to keep and which to cut.
We grade the calls, including the Local Services Ads calls Google records, and we send that feedback to Google the day the call comes in.
You get a report on the contacts that came in, which were qualified, and which became cases.
PPC Works Alongside the Rest of Your Marketing
Paid search is one of the places people look. SEO, follow-up, and the CRM do other jobs. A firm can start with PPC alone.
When the work sits under one roof, the channels feed each other instead of sitting in silos. Our outsourced marketing department runs that full program.
Inside a Law Firm PPC Program
If you already have an account, we audit it and build on it. If you do not, we start fresh.
Account audit. If you already run ads, we review the account against what the searches actually bought.
Keyword research. The searches that produce law firm clients in your market, so the ads do not pay for the wrong searches.
Negative keyword building. A negative list built at launch and grown from the search terms report for as long as the campaign runs.
Ad copy written and tested. Ads that speak to the search, tested against each other.
Landing pages. Pages matched to each ad group, with click to call, tracked forms, and the proof potential clients look for.
Local Services Ads management. Setup, screening, review strategy, response speed, and call grading, where we tell Google which leads were relevant and which were junk.
Bid and budget management. Budget moved by lead quality and signed cases rather than by clicks.
Call tracking and reporting. Every call and form tied to its source, followed through to qualified leads and signed cases. You’ll always know what we did, why it mattered, what changed, and what we’re doing next.
You talk to people who know law firm PPC. Communication is direct, and the reports show the clients the work produced. We do not represent competing law firms in the same market.
Rated by the law firm owners we work with
Questions Law Firms Ask About PPC
How much should a law firm spend on Google Ads?
It depends on your city and practice area. Click prices swing widely between practice areas and cities, so the same monthly budget can be generous in one market and invisible in another. The first conversation includes a number for your situation.
How fast does PPC produce leads?
Ads can start showing within hours of turning them on. We usually ask for three months to show what the work is producing.
Are Local Services Ads worth it for lawyers?
Yes. They are not something you set and forget. We give Google feedback on every call, and we track those contacts to cases so you can see whether the channel pays.
Why is my cost per lead so high?
In most accounts we see, the spend is not being managed closely. Google’s recommendations get followed, lead quality is not tracked, and contacts are not connected to cases. Sometimes no one answered the phone, so a qualified caller never became a client.
Can I run law firm PPC myself?
You can, and the interface makes starting easy. It also makes overspending easy, and its automated recommendations serve Google’s revenue before they serve your firm. An attorney who spends five hours a week inside an ad account is paying for that management in billable hours. Whether you hire us or another PPC agency, have somebody who runs PPC for law firms watch the account every week.
How do I choose between law firm PPC companies?
Ask what the agency will report. Reporting should connect spend to lead quality, signed cases, and revenue, not stop at contacts. We specialize in law firms, work month to month, and report that way.
See What Google Ads Could Produce for Your Firm
We will look at your market and what paid search can produce.