Local SEO
Signing More Cases: How to Get Clients as a Lawyer
How lawyers get clients: local search, reviews, referrals, and fast intake, ranked by cost per signed case, with a simple plan to start.
•LAW FIRM PPC
Law Firm PPC
We judge paid search on signed retainers, not on how many forms an expensive click can produce.
We connect ad spend to intake records, signed matters and practice-area value. Your firm sees which searches create clients, which only create inquiries, and where the next budget move should go.
Law Firm PPC
Get your Law Firm PPC strategy today
•Why Suff Digital
Why law firms choose Suff Digital for paid search
We manage law firm PPC around signed matters, intake quality, jurisdiction controls and advertising-rule review. A law firm PPC agency should show which practice areas create valuable work, not just which campaigns create forms.
Speak with a specialist •
Matt Suffoletto
Founder & CEO
Kriszta
Chief Operating Officer
Tony
Partnership Director
•How we help
What Our Law Firm PPC Services Include
Three pieces of work. Each exists because a wasted click costs a firm more than it costs almost any other advertiser.
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•Each practice area on its own budget
Every practice area gets its own campaign, budget, targets and exclusions. Blend them and whichever area produces the cheapest inquiries quietly takes money from the ones producing the work.
•Everything checked against your state's ad rules
Ad copy, landing pages and any results language go through a review against the advertising rules of the states you practise in, before publication. Required disclaimers sit in the templates.
•Knowing which calls became matters
We pair dynamic number insertion with intake outcome scoring, so what reaches the ad platform is whether a call turned into work, not just that a call happened.
•Where it breaks
Where legal ad budgets usually get wasted
Four things go wrong in PPC for law firms, and each costs the firm more here than the same mistake would anywhere else.
Diagnose my site •01
Broad targeting on expensive clicks
The price of a legal click tracks the value of the case behind it, so the auction is behaving rationally. What changes here is your exposure when a click is wasted. Keywords set to match loosely, plus a thin list of the searches you refuse to pay for, turn that into a fast-moving loss.
02
Leads from outside your jurisdiction
Intake is fielding calls about matters in states where the firm cannot practise. Location targeting follows where the searcher physically is, not where their matter sits. Each of those calls costs a premium click and a slice of the intake team's day.
03
Lead cost is clear, signed-case cost is not
You know what a lead costs. The signed-retainer number is often missing. The gap between those two numbers is where the economics of legal advertising live. Until intake outcomes reach the ad platform, bidding chases the cheapest inquiries.
04
Outbid by national advertisers
Firms and lead aggregators with national budgets sit above you on every headline term. Matching their bid means paying more for a shrinking share of the same searches, and there is no budget at which that particular contest becomes winnable.
Our Law Firm PPC Process
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Phase 01
Weeks 1-2
Working back from your signed matters
We work backwards from your last four quarters of signed matters to what the advertising touched, using your intake records rather than the platforms' reports. That produces a cost per signed case by practice area, and it regularly changes where the budget should point.
Phase 02
Weeks 2-3
Targeting the matter, not the searcher
Location targeting gets set on where a matter sits rather than where a person happens to be standing. The negative keyword list goes up against self-help, wrong-jurisdiction and non-case searches before any budget reaches them.
Phase 03
Weeks 4-6
A page for each practice area
Each practice area gets a page naming the practitioners, describing the process and stating the jurisdiction plainly, because that is what a click at this price should find. Qualification then happens on the page rather than on the phone. Everything ships through the compliance pass above.
Phase 04
Monthly
Which practice areas produced real work
Once a month we sit down with your intake lead and go through which practice areas produced matters worth taking and which produced volume. Bids get reweighted from that, not from cost per inquiry.
•Rules other advertisers do not have
What a firm may say in an advertisement is regulated, and it varies by state.
State advertising rules commonly constrain results language, comparative claims, specialisation wording, testimonials and the disclaimers you carry, and they differ between jurisdictions. We treat that review as a documented step in the build, and route anything ambiguous to your own compliance contact.
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Disclaimers built into the ad and page templates, not appended
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Copy reviewed per jurisdiction where campaigns cross state lines
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Review recorded, so a later question has an audit trail
•What you keep
The account, the call data and the intake integration stay with the firm.
We work inside accounts the firm owns. If we stop working together you keep the campaign history, the negative keyword lists and the reasoning behind them, the call-tracking setup, the intake scoring rules and the record of what was reviewed and when. Nothing sits somewhere only we can open.
•Legal PPC deliverables
Law Firm PPC Deliverables
Everything below is scoped in writing before you sign, and stays in the firm's own accounts afterwards.
Month One
Building the account
✓The account build, practice area by practice area — Jurisdiction targeting, ad scheduling and device adjustments set separately for each practice area rather than once across the firm.
✓The searches we refuse to pay for — Negative keyword lists covering self-help searches, wrong-jurisdiction queries and inquiries no firm could take, each filed against the search that prompted it.
✓Call tracking and intake scoring — Dynamic number insertion, intake outcome scoring and the after-hours routing rules you decide on, with call recording where your jurisdiction permits it.
Months 2-3
Pages and copy, reviewed
✓Practice-area landing pages — A page per practice area naming the practitioners, the process and the jurisdiction. Past results appear only where your rules permit, with the disclaimer in the template.
✓Compliance-reviewed ad copy — Responsive search ads, call-only ads and sitelinks written per practice area, each through the review pass before it runs.
✓Local Services Ads set up and run — We take the Google Screened application through vetting, build the profile and manage the budget for the practice areas that qualify. Those ads charge per lead, so they are reported separately.
Ongoing
What intake actually sees
✓Spend set against signed matters — Spend, cost per inquiry, cost per signed matter and matter value, by practice area rather than averaged across the firm.
✓Monthly intake review — A session with your intake lead, covering which practice areas produced work worth taking, what we intend to move, and who else has entered your auctions.
•Why Suff Digital
Compare Law Firm PPC Services
Compare law firm PPC providers by how they connect spend to signed matters, separate practice areas and document advertising-rule review before launch.
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Intake CRM integration
Us
RareAgencies
Freelance
In-house
Cost per signed case tracked
Us
Agencies
Freelance
In-house
Advertising-rule review before launch
Us
SometimesAgencies
Freelance
In-house
After-hours call routing
Us
Extra costAgencies
Freelance
In-house
Local Services Ads management
Us
SometimesAgencies
Freelance
In-house
Practice-area segmentation
Us
LimitedAgencies
Freelance
In-house
Suff Digital
Other agencies
Freelancers
In-house / DIY
Intake CRM integration
Rare
Cost per signed case tracked
Advertising-rule review before launch
Sometimes
After-hours call routing
Extra cost
Local Services Ads management
Sometimes
Practice-area segmentation
Limited
Find out what a signed matter actually costs you.
Send us the ad account and your intake records. We will show cost per signed matter by practice area, where spend is leaking and what we would fix first.
•Frequently asked questions
Common Questions
Everything a firm does to be found and chosen by someone who has a matter: paid search, organic search, directories, referrals, reviews and the intake process that answers the phone. Advertising only buys the inquiry; what happens next decides whether it becomes a client.
•Learn more
PPC guides
Longer reads on the same subject, written by our senior team.
Local SEO
Which Law Firm Marketing Ideas Actually Sign Cases
Fifteen law firm marketing ideas grouped by what each one does: local visibility, trust, intake, and paid attention, ranked by what it takes to sign a case.
PPC
PPC for Lawyers: How to Win Cases From Paid Search
A practical guide to PPC for lawyers, with clear steps, common mistakes, and answers to the questions teams ask before they act.
•Ready for real growth?
See which campaigns produce matters your firm can take
Tell us your practice areas and the states you are licensed in. A senior strategist will come back with what we would cover for a firm like yours, and what we would change first.
✓Reviewed against signed-matter data
✓A reply within one business day
✓Clear scope before launch
2,500+ businesses served
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