Google Ads and PPC Agency for Law Firms
FrogFish runs Google Ads, Microsoft Advertising and Meta for personal injury, mass tort, asset-protection and consumer law firms, and optimizes every dollar to signed cases, not calls or form fills.
For one asset-protection firm that meant a 42% lower cost per signed case within four months.
Why legal PPC gets expensive
Legal keywords are some of the most expensive in Google Ads, and most of the clicks never become cases: wrong practice area, wrong state, existing clients, solicitors, spam. When a campaign is optimized to calls or form fills, Google keeps buying more of those. The intake team drowns and cost per signed case climbs.
How we run law firm PPC
- Track to the signed case. We connect your intake system or CRM (Clio, Lead Docket, Filevine, Salesforce and others) and send qualified, consult and signed stages back to Google, Microsoft and Meta. See offline conversion tracking.
- Clean the inputs. Spam and solicitor filtering, call qualification, negative keywords and placement exclusions, so the algorithm stops learning from junk.
- Rebuild around case value. Practice areas, geos and keywords are judged on cost per signed case and case value. Budget moves to what signs.
- Fix speed to lead. Leads called back within minutes sign far more often. We set up AI intake and follow-up agents and Slack alerts when leads sit uncalled.
Law firm results
- −42% cost per signed case for an asset-protection law firm in four months, after restructuring attribution around closed-case data.
- −56% spam leads and +40% closed cases after taking over a consumer law firm's Google Ads and rebuilding conversion tracking.
- $250K in closed revenue from AI-attributed leads for a B2C law firm in four months.
Practice areas
Personal injury and auto accidents, mass tort, asset protection, employment, and other consumer practices that spend $10K or more a month on ads. More on our legal marketing work.
Frequently asked questions
What is the best PPC strategy for law firms?
Optimize to signed cases, not leads. Connect your intake system to Google Ads and Microsoft Ads with offline conversions, filter spam and solicitors, and judge every keyword and geo on cost per signed case and case value.
How much should a law firm spend on Google Ads?
It depends on practice area and market, but PPC usually needs $10K or more a month for the platforms to learn from signed-case data. Competitive personal injury markets often need far more.
Do you work with personal injury firms?
Yes. Personal injury, mass tort, asset protection and other consumer practices are a core focus.
Can you connect Clio, Lead Docket or Filevine?
Yes. We connect common legal intake systems and CRMs, or use scheduled uploads, to send qualified, consult and signed-case stages back to the ad platforms.
Do you also help law firms show up in ChatGPT?
Yes. We run AI search optimization alongside PPC so the firm is named when people ask AI assistants for a lawyer, and we track those leads through to signed cases.
Book a 30-minute strategy call → We will look at your accounts and CRM data and show you where the money is leaking.
Alex Fleshner is the founder of FrogFish Consulting. He spent 13 years at Google across Ads and AI, including AI Transformation Lead at Google Cloud AI, Head of Media Strategy at Verily, and lead of the Google Ads lead-gen vertical. More about Alex · LinkedIn
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