Solutions · Law firms

Google Ads for law firms that need qualified cases — not just clicks.

Most legal PPC agencies optimize for form submissions. We optimize for qualified phone calls — the consultations that actually become cases. Built specifically for immigration, family, personal injury, and other consultation-driven practices.

Client snapshot · Alonso & Alonso Attorneys at Law

+37%

more qualified calls

676 → 926 in 30 days

The problem with most legal PPC

Form submissions are a vanity metric. Phone calls book consultations.

Most agencies running ads for law firms track form fills — and they look great in monthly reports. But anyone who's run a practice knows: form leads ghost. Phone leads convert.

We restructure your campaigns around call-tracking, exact-match keywords that capture high-intent searches, and landing pages designed to push qualified prospects to pick up the phone. The reported numbers drop initially. The actual case volume goes up.

Case study · Alonso & Alonso

Immigration law firm, 30-day turnaround.

A multi-location U.S. immigration law firm wanted more qualified consultation calls — especially for specialty visa categories where intent is high but the search volume is narrow. We restructured the entire Google Ads account around phone-call tracking, geo-segmented campaigns, and exact-match keywords for high-value case types.

Phone calls

+37%

676 → 926

Paid clicks

+34%

5,432 → 7,288

T Visa conversions

+300%

specialty category

Cost per call

$62

at full scale

"We shifted from tracking form submissions to tracking phone calls — and unlocked 250 more qualified leads in 30 days."

Elimar Reyes · Lead strategist

How we work with law firms

Four shifts that change case acquisition economics.

Phone-first conversion tracking

We rebuild Google Ads conversion tracking around call events — not form submissions. Static call extensions, call-only ads where appropriate, and CallRail/CallTrackingMetrics integration so every billable call is attributed to the keyword that produced it. The reports get smaller. The signal gets cleaner.

Specialty-category specialization

Most legal accounts run one campaign per practice area. We segment further — by case type, by visa category, by injury type — so high-value, low-volume keywords get their own bidding logic. This is how we 3×'d T Visa conversions for Alonso & Alonso while keeping average CPC stable.

Geo-segmentation by office

Multi-location firms can't run one national campaign and expect the math to work. We split campaigns by office geography with separate budgets, location-specific ad copy, and call routing that matches the visitor's region. Each location's economics become independently measurable.

Landing page consult-readiness audit

Most legal landing pages bury the phone number, list practice areas instead of outcomes, and load slowly on mobile. We audit each one against a checklist of consult-readiness signals: above-fold phone, mobile-first design, trust markers, no irrelevant content. We don't build the pages — we tell your team exactly what to fix.

Common questions from law firms

Things attorneys usually ask.

Can you help with practice areas other than immigration?

Yes. The methodology — phone-call tracking, specialty segmentation, geo-aware bidding, consult-readiness landing pages — works across personal injury, family law, criminal defense, immigration, employment, and most consultation-driven practices. The case copy and keyword strategy change; the discipline doesn't.

What about Local Service Ads (LSAs)?

LSAs and Google Ads serve different functions. LSAs are pay-per-lead and best for high-volume, lower-ticket case types in geographies where you've earned the Google Screened badge. We help clients run both in parallel where it makes sense, with clear attribution between the two so you can compare ROI honestly.

My current agency reports great numbers but my case load isn't growing. Why?

Almost always: they're measuring the wrong thing. Form submissions, click-throughs, and "qualified leads" defined by lead-scoring software rarely correlate with case retention. We rebuild reporting around the metrics that map to revenue — consultation calls booked, consultation-to-case conversion, average case value by source.

How do you handle bar association ad compliance?

Every state bar has different rules around legal advertising — required disclaimers, prohibited language, testimonial restrictions. We work within your state's rules and can coordinate with your firm's marketing counsel or ethics committee on copy review before campaigns launch.

Ready to talk?

Let's talk about your firm.

30-minute call, no pitch. We'll review your current account, talk about what's working in your market, and tell you honestly whether we're a fit.

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