Half the searches are research
“How long does divorce take” and “child support calculator” look like family law searches. They’re homework, not clients. Broad match loves them.
Retainers of $2k to $10k. Clicks that cost real money. Let’s not waste them.
People searching for a divorce lawyer are stressed, in a hurry, and comparing three firms at once. Your ad has about two seconds to earn the call.
We build family law campaigns by case type, keep the “free advice” searches out, and track every click to a booked consult and a paid retainer.
Retainers from $2k to $10k. The upside is real. So is the waste, and here’s where it usually comes from.
“How long does divorce take” and “child support calculator” look like family law searches. They’re homework, not clients. Broad match loves them.
“Compassionate. Experienced. Free consultation.” If your ad reads like the other nine, you’re paying for position and hoping.
A free consult with someone who can’t afford a retainer costs you an hour and the ad click. Qualifying has to start in the ad.
One campaign per matter: Divorce, custody, child support, prenups, adoption, protective orders. Different budgets, different ads, different landing pages.Say who you’re for: High-asset divorce? Fathers’ rights? Military families? Ads that name the situation pull the right people and quietly push away the rest.Negatives every week: Forms, calculators, DIY, legal aid, “free lawyer”, other firms’ names. We mine the search terms weekly and cut what doesn’t pay.Track to the retainer: Call tracking plus your intake system, so Google’s bidding learns from retained clients instead of anyone who dialed.Examples from family 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.
Yes, if the budget matches the market. A solo or two-partner firm can do well on $4k to $8k a month in most cities, as long as the phones get answered.
Sometimes. A paid or “reduced fee” consult filters out people who can’t retain. We’ll test both and let the retainer numbers decide.
Yes. Family law pages need to be calm, clear and quick to a phone number. We build and test them as part of the work.
Some of the most expensive clicks on Google. We make sure they count.
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 →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 family law accounts. Never a junior.