DIY sites set the price anchor
When the ad above yours says “Will from $89”, your $2,500 trust package needs a reason on the page. Most firms send clicks to a home page with a headshot and hope.
Flat fees of $1,500 to $6,000 per plan. The click has to come in under the margin.
Estate planning competes with a $159 website. Every “will lawyer” search has LegalZoom, Trust & Will and a dozen DIY templates in the ads, plus the big firms bidding on “estate attorney” for volume. The flat-fee model means you cannot afford a $40 click on a research searcher.
We build campaigns around the life events that make people finally call (a new baby, a parent’s death, a diagnosis, a second marriage), keep the template shoppers out, and track every click to a signed flat-fee engagement.
Flat fees from $1,500 to $6,000, probate matters more. The upside is real. So is the waste, and here’s where it usually comes from.
When the ad above yours says “Will from $89”, your $2,500 trust package needs a reason on the page. Most firms send clicks to a home page with a headshot and hope.
“Is probate required in [state]” and “probate forms” are executors doing homework. Some become clients. Most become a wasted $35 click unless the ad qualifies them.
People think about a will for years. The ad that gets the click in March may produce the signing in September. Without tracking that connects the two, Google cuts the campaign that actually worked.
Campaigns by matter and by moment: Wills, living trusts, probate administration, special needs planning, business succession. Plus event-driven ad groups: new parents, blended families, aging parents, a recent death in the family.Price context on the landing page: A clear flat-fee range and what it includes. It costs you the bargain hunters and wins the people who were going to pay anyway and just needed to know it was not $10,000.Negatives for the template crowd: LegalZoom, free will template, printable, “do I need a lawyer”, state forms, law school, legal aid. Reviewed weekly.Track to the engagement letter: Call tracking, form tracking and your intake data from Clio, Lawmatics or Practice Panther, so Google learns which searches produced signed plans, not just consult requests.Examples from estate planning law 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.
Usually $3k to $7k a month in a mid-size metro. Estate clicks are cheaper than injury or divorce, around $15 to $45, but the flat-fee ticket caps what we can pay per signed client. We bid to that number and tell you when the market does not fit.
No. One estate planning firm per metro. Flat-fee margins are too thin for us to run two firms into the same auction.
Yes. Probate searchers are in a hurry and often out of state, estate planning searchers are deliberate and local. Different ads, different pages, different budgets, and probate usually pays faster.
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 →Someone just got arrested. They search once. You’re either there or you’re not.
How we run it →Flat-fee work, lots of competition. The math has to be right.
How we run it →Talk to a senior PPC expert who has run estate planning law accounts. Never a junior.