Google Ads and Meta Ads for law firms
The most expensive clicks in search — bought against signed cases.
Legal keywords carry some of the highest costs per click anywhere in Google Ads, and case values vary enormously within the same campaign. I manage legal paid media against signed matters and case value, with the intake process treated as part of the media problem.
Available for campaign launches, account takeovers, ongoing management, and focused call-tracking or landing-page work. Scope depends on practice areas, jurisdictions, and the advertising constraints that apply.
Decision logic
Why legal PPC punishes generic media buying
Legal combines the highest costs per click in search with enormous variance in what a matter is worth and an intake process that decides most outcomes. Managing it on cost per lead reliably produces expensive volume and few signed cases.
Case value varies more than click cost
Two enquiries from the same keyword can differ in value by an order of magnitude. Until signed-case value is fed back, bidding treats them identically and optimises toward whichever converts more easily.
The enquiry is usually lost at intake
Legal prospects contact several firms and commit quickly. Response time and screening quality decide more outcomes than bid adjustments do, and both sit outside the ad account.
Execution capabilities
Legal PPC decisions and execution I can own
High-CPC search discipline
When a single click can cost more than a month of some clients' budgets, match types, negatives, geography, scheduling, and query control stop being hygiene and become the whole job.
Case-value economics
Maximum cost per signed case is calculated per practice area from realistic case value, signed rate, and the share of fee you are willing to spend acquiring it.
Practice-area separation
Personal injury, family, immigration, criminal, and commercial matters have different intent, urgency, and value. They are structured, bid, and measured separately.
Call tracking and signed-case feedback
Dynamic number insertion, qualified-call definitions, and offline conversion imports so bidding learns which enquiries became matters rather than which produced form fills.
Intake diagnosis
Response time, after-hours coverage, and screening quality are reviewed alongside the media, because in legal the enquiry is usually lost at intake rather than in the auction.
Advertising-rule awareness
Copy, claims, and landing pages are reviewed against the advertising constraints that apply in your jurisdiction, with anything I am not qualified to rule on flagged for your compliance counsel.
Working principles
How legal accounts are handled
Before you ask
Frequently Asked Questions
Want to know what a signed case is actually costing you?
Send the firm, practice areas, jurisdictions, current channels, and roughly what a matter is worth. I will explain what I would inspect first and whether the constraint is media, measurement, or intake.
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Who you work with
Vince Servidad
PPC Strategist · Google Ads, Meta Ads & conversion systems
Philippines-based PPC strategist. I plan and manage Google Ads and Meta Ads around real business economics, then fix the tracking, landing-page, and conversion problems limiting performance. £2M+ managed, and a self-funded seven-figure Shopify brand of my own.
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