Paid Search for Law Firms
Legal is the most expensive category on Google Ads. We run paid search and Local Services Ads so every dollar a Salt Lake firm spends is tracked to a real lead — and a real case.
Two Ways to Win the Top of Google
Search ads catch the high-intent keyword. Local Services Ads sit above them and charge you per lead. We bid on both so your firm owns the space competitors fight over.
LSAs run at the very top of the page and bill only when someone calls or messages you. For attorneys, leads typically land in the $75–$300 range depending on practice area and city (representative figures). No charge for a curious click that goes nowhere.
"Personal injury lawyer" clears $150 a click in many markets, and Salt Lake long-tails like "Provo truck accident attorney" run higher. We tighten match types, negatives, and landing pages so you pay for buyers, not browsers.
To run LSAs, your firm passes a background check, bar-license verification, and an insurance review to earn the Google Screened badge. That badge sits next to your name when a stranger is choosing who to call first.
Know Your Real Cost Per Case
Most firms can't tell you what a case actually costs to acquire. We can — down to the keyword that made the phone ring.
We set up call tracking (CallRail or similar) with dynamic number insertion. When someone clicks your ad, the phone number on the page swaps to a unique tracking line, so the call ties back to the exact campaign and search term.
A new DUI client and a wrongful-death client don't cost the same to win. Call tracking exposes your true cost per acquisition per practice area, so we shift budget toward the campaigns that close — and cut the ones that don't.
You see calls, qualified leads, and cost per case in plain language. Recorded calls let us grade lead quality and tune intake, not just ad copy. No vanity dashboards.
When Paid Search Is the Right Move
Paid search buys position today. SEO earns it over months. The mistake is treating them as either/or.
New office, a slow month, or a practice area you're trying to grow this quarter — PPC and LSAs put you at the top of Salt Lake search results immediately. You control the spigot. Turn it up before a hiring push, dial it back when your calendar fills.
Once those legal CPCs add up, every click stops the moment you stop paying. Our law firm SEO work builds rankings that keep producing leads after the ad budget pauses. It's slower, and it compounds.
Paid covers you while SEO matures, then SEO lowers your blended cost per case as it ranks. Firms that run both own more of the page — map pack, organic, and ads. See how that plays out on our results page.
Common Questions
Straight answers on cost, ad types, and how we prove the leads are real.
Legal is the single most expensive category on Google Ads. "Personal injury lawyer" can run well over $150 a click, while Local Services Ads charge per lead instead — often $75 to $300 for attorneys depending on practice area and city (representative figures). Your real budget depends on how many cases you want and what one is worth. We model that with you before spending a dollar.
Google Ads (paid search) charges per click and lets you target specific keywords with a custom landing page. Local Services Ads sit above those, show the Google Screened badge, and bill per lead (a call or message) instead of per click. Most Utah firms get the best return running both.
Both models exist. Standard Google Search Ads bill per click. Local Services Ads bill per lead, so you only pay when a prospect actually contacts your firm. We usually combine them and use call tracking to measure which one delivers cheaper signed cases for your practice area.
Fast — that's the point. Once campaigns and your Google Screened verification clear, ads can start producing calls within days. SEO takes months; paid search is how you fill the gap while it matures.
Call tracking with dynamic number insertion. Every ad gets a unique number, so we can tie each call back to the campaign and keyword, listen to recordings, grade lead quality, and report your true cost per case. You're never guessing where the phone calls came from.
Book a strategy session and we'll map a paid-search plan around your practice areas, your market, and a number you're comfortable spending.