Timing is everything
Most arrests happen nights and weekends. Most agencies set one daily budget and let it run out by dinner. The searches that matter get no ad.
Someone just got arrested. They search once. You’re either there or you’re not.
Criminal defense is the most urgent search on Google. DUI, drug charges, assault, warrants. The person searching needs a lawyer tonight, and they call the first firm that picks up.
We make sure that’s you: charge-specific campaigns, ads that run hardest when arrests happen, and tracking down to the signed retainer.
Retainers from $2k to $10k, felonies much more. The upside is real. So is the waste, and here’s where it usually comes from.
Most arrests happen nights and weekends. Most agencies set one daily budget and let it run out by dinner. The searches that matter get no ad.
“Is a DUI a felony” and “how long does a misdemeanor stay on record” are curiosity, not clients. Google’s matching pulls them in anyway.
A missed call at 11 p.m. is a client for someone else. The ad is only half the job.
Campaigns by charge: DUI/DWI, drug possession, domestic violence, assault, theft, federal, warrants and expungement. Each with its own bids, ads and landing page.Bid by the clock: Budget shifted to nights and weekends, when arrests and bail-outs happen. Mobile-first ads with click-to-call front and center.Negatives for the curious: Definitions, penalties, “look up charges”, public defender, jail inmate search. Cut weekly so your money goes to people who need a lawyer now.Track the retainer: Call tracking with recordings, plus your intake data, so we bid on what signs, not what rings.Examples from criminal defense accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Yes, and often we should. We set schedules and bid adjustments based on when your retained clients actually came in, not on a guess.
Sure. DUI is often the best place to start: clear intent, quick decisions, steady volume. We can expand to other charges once it’s paying.
We’ll tell you straight: fix that first. We can help set up an answering service or a text-back flow so late-night leads don’t walk.
Some of the most expensive clicks on Google. We make sure they count.
How we run it →Retainers of $2k to $10k. Clicks that cost real money. Let’s not waste them.
How we run it →Flat-fee work, lots of competition. The math has to be right.
How we run it →Flat fees, nervous clients, lots of “free” searches. We know the drill.
How we run it →Talk to a senior PPC expert who has run criminal defense accounts. Never a junior.