If your law firm has tried PPC and seen underwhelming results, you’re not alone. Legal advertising is one of the most competitive spaces on Google, and a generic agency won’t cut it.
You need a team that understands the difference between a click and a viable case.
Below, we’ll walk you through choosing a law firm PPC agency that knows the legal industry and can deliver leads that turn into signed clients.
You’ll find:
- What to look for in a legal PPC agency, from ad compliance to conversion tracking
- A curated list of top agencies that specialize in law firm campaigns
- An overview of how PPC campaigns for law firms are typically built
- A breakdown of how AI helps manage, test, and scale PPC campaigns
- A simple next step if you’re ready to stop guessing and start growing
Whether you’re switching providers or running your first campaign, this guide is designed to save you time and help you choose a smarter path forward.
How to Choose the Best Law Firm PPC Agency
Not every PPC agency is built for legal purposes. Some run cookie-cutter campaigns, treat compliance as an afterthought, or report on clicks instead of client leads.
Choosing the right partner means asking better questions and knowing what separates a good agency from a great one.
Here are some things to look for when reviewing your options.
Industry experience
Legal advertising is full of restrictions. From personal injury claims to criminal defense, some terms are off-limits, and the wrong phrasing can get your ad disapproved or your account suspended.
An agency with real legal experience will know how to avoid these pitfalls while still writing ads that convert.
Track record (including ad compliance)
Ask about results, but go deeper. Has the agency run campaigns for law firms in your practice area? Do they understand the difference between ad types, like search vs. Local Service Ads? Have they dealt with Google’s legal ad policies before?
Experience here can save you time, money, and headaches.
Budget alignment and ROI expectations
Law firm PPC isn’t cheap, and the right agency will be honest about what’s realistic. That includes recommended monthly ad spend, expected cost-per-lead, and how long it typically takes to see results.
Look for a team that’s upfront instead of one that overpromises early returns to win the deal.
Top 10 PPC Agencies and Partners for Law Firms
There are hundreds of marketing agencies out there, but only a handful truly specialize in legal PPC campaigns. The ones listed below have experience navigating the rules that apply to law firm advertising, building campaigns that attract the right kind of leads, and reporting on real results.
We’ve highlighted ten top law firm PPC partners, starting with FirmPilot, a platform built to manage PPC and more using AI, without the usual agency overhead.
FirmPilot
FirmPilot helps law firms run high-performing PPC campaigns but it’s not a marketing agency; rather, it’s a technology partner.
FirmPilot offers software tailored to law firms and their practice areas. It builds campaigns using legal-specific data, applies competitive blueprinting to shape strategy, and continuously monitors performance. That means less manual work, faster results, and fewer wasted dollars on underperforming ads.
Some firms use FirmPilot to replace their PPC agency entirely. Others keep their agency for broader strategy but use FirmPilot to run and improve their paid campaigns in real time. In both cases, the model helps law firms attract more qualified leads and cut unnecessary ad spend. Most firms save over $30,000 per year while improving lead quality.
FirmPilot is purpose-built for legal advertising. It automatically:
- Builds compliant ad copy tailored to legal practice areas
- Identifies high-intent search terms based on real-time demand
- Adjusts bids and budgets dynamically for better ROI
- A/B tests ads continuously to improve click-through and conversion rates
The platform draws on legal-specific intelligence to power its decisions. It analyzes how competitors in your area are positioning themselves, which keywords are driving new case leads, and how ads perform across different practice areas. That insight is then used to create tightly targeted campaigns that align with your goals and client intake process.
Firms like Steele Law have used FirmPilot to triple or quadruple their monthly lead volume while keeping acquisition costs predictable. Because the system is automated, firms can stay visible across search results (without constant oversight) and focus on closing cases instead of chasing down ad performance reports.
If your firm is tired of overspending on clicks that don’t convert, FirmPilot offers a simpler, smarter way to manage PPC, built for attorneys from day one.
Mockingbird Marketing
Mockingbird is a legal marketing agency built around paid search. It was founded by Conrad Saam, who formerly ran Avvo’s marketing efforts for six years. Mockingbird focuses exclusively on law firms and knows how to navigate strict ad guidelines. Its PPC services include Google Ads, Local Service Ads, call tracking, and performance reporting aimed at driving new client intake.
Juris Digital
Juris Digital offers PPC management specifically for law firms, with experience across general practice areas like personal injury, criminal defense, and family law. They build campaigns from the ground up, manage budgets based on expected case value, and focus on driving calls, not just clicks. Transparent reporting and conversion tracking are included in every engagement.
Grow Law Firm
Grow Law Firm provides PPC services for attorneys looking to increase visibility and signed cases. Their team handles Google Ads setup, keyword research, ad testing, and lead tracking. They also manage Local Service Ads and offer support for landing page optimization to improve conversion rates from paid traffic.
Constellation Marketing
Constellation works with solo attorneys and small law firms to create cost-effective paid search campaigns. They focus on keeping ad spend efficient while still driving results, using targeted keyword strategies and customized ad copy. Their approach prioritizes lead quality and includes full reporting on PPC performance.
Hennessey Digital
Hennessey Digital supports large and mid-size law firms with PPC campaigns designed to scale. Their team includes Google Ads-certified specialists who manage budgets, write ad copy, and track conversions to help firms sign more cases. They often combine PPC with SEO to drive growth across multiple channels.
LawRank
LawRank offers PPC services alongside SEO, with a focus on personal injury, criminal, and family law firms. Their paid search strategies are tailored to high-value keywords, and they track lead data to help clients understand their return on ad spend. Google Ads and Local Service Ads are both available.
PaperStreet
PaperStreet has been working with law firms for over 20 years, offering PPC management across multiple practice areas. Their services include keyword research, ad copywriting, budget planning, and landing page audits. They focus on sending qualified traffic to your site and report on lead generation rather than just impressions or clicks.
Esquire Digital
Esquire Digital is a legal-only agency with PPC services built for competitive practice areas like injury law and employment law. They set up Google Ads and Local Service Ads, manage bidding strategies, and provide call tracking so firms can see which campaigns are delivering new clients.
Contra Agency
Contra Agency offers PPC services tailored specifically for law firms, with a focus on lead generation and measurable ROI. Their team manages Google Ads, display, and social media campaigns, using legal industry data to guide targeting and ad spend. Real-time reporting and continuous optimization help firms attract more qualified leads without overspending.
How Specialized Agencies Build Law Firm PPC Campaigns
Running paid search for a law firm isn’t the same as promoting a local shop or software product.
Legal campaigns come with higher costs, stricter rules, and clients who are making serious decisions. That’s why the best agencies build PPC campaigns with these key elements in mind:
Keyword targeting
The most effective legal PPC campaigns start with keyword research focused on intent, not just volume.
That means targeting searches like “best DUI lawyer near me” or “work injury attorney consultation” instead of vague or informational phrases like “should I hire a lawyer.”
Agencies also monitor competitors to find keyword gaps that can drive new leads at a lower cost.
Writing compliant ad copy
Legal ad copy needs to follow both Google’s advertising policies and any state bar rules that apply. That means avoiding certain words (“guaranteed,” “specialist,” etc.) and staying within strict character limits while still persuading users to click.
Experienced agencies know how to balance compliance with messaging that gets attention.
Setting realistic budgets
Clicks for legal keywords can cost anywhere from $10 to $300 depending on the practice area and location.
A good agency will help you set a realistic monthly ad spend and allocate it wisely across search, display, and Local Service Ads.
Budget planning also includes expectations for return on investment and cost-per-lead.
Tracking conversions tied to signed cases
Clicks and impressions don’t mean much without signed clients. Specialized agencies go beyond basic tracking to monitor calls, form submissions, and intake activity.
They connect ad data to actual client conversions so you can see which campaigns bring in valuable leads and which ones need to be adjusted.
How FirmPilot uses AI to improve PPC results
FirmPilot replaces the slow, manual work of campaign management with software that moves faster and smarter.
While most agencies adjust bids and targeting once or twice a month, FirmPilot’s AI runs 24/7, monitoring ad performance and making real-time changes to keep your budget focused on what’s working.
Instead of waiting for a quarterly review to test new ad copy, FirmPilot runs A/B tests automatically in the background. It experiments with headlines, descriptions, and landing page variations to improve click-through and conversion rates without adding to your to-do list.
Campaign data is tracked at every step, but unlike most dashboards that focus on surface-level metrics, FirmPilot ties performance back to actual signed cases. That means you’re not just optimizing for traffic; you’re optimizing for outcomes that matter.
Ready to take the guesswork out of law firm PPC campaigns? See how FirmPilot can bring in more high-intent leads — book a demo today.
FAQ
What’s the best way to choose a PPC agency for my law firm?
Look for legal industry expertise, ad compliance knowledge, and clear tracking from click to signed case. The best agencies focus on ROI, not vanity metrics.
How much should a law firm spend on PPC each month?
Budgets vary, but many firms invest between $2,000 and $10,000 monthly, depending on location, competition, and practice area. A good agency will help set realistic expectations and align spend with case value.
Do PPC campaigns work for solo or small law firms?
Yes, but they need to be tightly targeted. The right PPC strategy helps smaller firms compete by focusing on high-intent keywords, geo-specific targeting, and measurable results.
How long does it take to see results from legal PPC?
Most law firms start seeing meaningful results within 30–90 days. Performance improves over time as campaigns are optimized based on lead quality and conversion data.
What’s the difference between Google Ads and Local Service Ads for law firms?
Google Ads are pay-per-click and show in search results. Local Service Ads (LSAs) appear at the top of the page and charge per lead. Many successful firms use both to maximize visibility and lead flow.