PPC advertising for law firms
PPC for law firms
that doesn’t waste your money.
You’re spending $10,000 a month on Google Ads. Maybe more. Half of it is probably going to the wrong people. We fix that.
The problem with most law firm PPC
Half your ad spend is going to the wrong people.
Most PPC agencies set up your campaigns and walk away. Here’s what they don’t tell you.
Clicks don’t matter. Calls do.
Someone clicks your ad. You pay $150. They’re looking for a public defender. They’re in the wrong state. They’re a bot. Most agencies celebrate the click. We optimize for the call from someone who can actually hire you.
Set-it-and-forget-it is killing your budget.
Most PPC agencies launch your campaigns and coast. They optimize once a month. They miss bad keywords. They don’t update negative lists. Your budget bleeds on junk traffic while they send you reports about “great click-through rates.”
Pretty dashboards don’t pay your bills.
Impressions don’t matter. Click-through rates don’t matter. What matters: qualified calls from people who can hire you. That’s what we optimize for, and it’s rarer than you’d think.
How we run PPC
What our law firm PPC actually does.
Six things working together, all built around one goal: more qualified case calls from your ad spend.
Campaigns managed like it’s our money
Because we care about your ROI, not our retainer. We cut waste. We test. We pause underperforming keywords. We shift budget to what’s working.
FEATURED
Real call tracking, back to the keyword
Most agencies just track clicks. We track actual phone calls back to the exact keyword that drove them. You’ll know if “car accident lawyer” is worth $100 per click or if it’s bringing in junk calls.
Negative keyword lists that actually work
We constantly add negatives to block time-wasters: people searching for free advice, wrong practice areas, students doing research, wrong locations, job seekers. This is where most agencies fail.
Ads written for your practice
We test headlines that speak to specific pain points. We use ad extensions strategically. We create messaging that attracts serious clients, not just clicks.
Landing pages that convert
Your ad can be perfect. If your landing page is slow, confusing, or generic, you lose them. We either build landing pages that work or fix yours.
Google Local Services Ads, managed
In many markets, LSAs are critical and growing more prominent. We manage your profile and give the algorithm the right signals. Most PPC agencies set up LSA once and ignore it. We don’t.
In their words
“We’re reaching clients we definitely would not have been able to contact if it weren’t for John and his staff. Money well spent. Turns around and pays dividends pretty quickly.”
SUCCESS STORY
The difference
Infocus PPC vs. the typical agency.
Most PPC agencies all look alike. Same shortcuts, same reports, same outcomes. Here’s what changes when you work with us.
Typical agency
Set it and forget it
Optimize for clicks
Generic ad copy for every practice area
Rarely update negative keywords
Account managers who don’t do the work
Ignore landing page problems
Celebrate traffic increases
Just run ads
Infocus Law Marketing
Regular monitoring and optimization
Optimize for qualified calls
Custom messaging for each campaign
Constantly refine to block waste
Direct access to the people running your campaigns
Fix or build landing pages that convert
Celebrate case increases
Handle ads, tracking, landing pages, call flows, and answering
The hard truth
You can’t “try” PPC.
Legal keywords are expensive
Criminal defense, personal injury, family law, you’re paying $50 to $200 per click in most markets. Maybe more in competitive cities.
A small budget gets you nothing
If you’re only spending $2,000 a month, you’re getting 10 to 40 clicks. That’s not enough data to optimize. That’s not enough volume to generate consistent leads.
The reality
You need a real budget or a different strategy.
Cheap management costs more
Hiring someone to run Google Ads for $500/month sounds attractive. In practice you’ll waste every dollar you spend on the ads themselves. Cheap management costs more in wasted spend than it saves in fees.
Your intake matters too
Great PPC with broken intake is wasted money. If your staff is slow to follow up or bad at screening calls, no campaign will save you. We’ll advise on call answering, intake process, and response times.
We’ll tell you the truth
We’ll look at your market, your practice area, and your goals. If PPC doesn’t make sense for you right now, we’ll say that. We’d rather be honest than take your money.
Real client. Real growth.
What real growth looks like.
Hampton Roads to Lynchburg. Family law and criminal defense.
Wayne Holcomb
Founding attorney
Holcomb Law
“We’ve probably grown four or five times in the last four or five years.”
“Things began to change pretty much as soon as he walked in the door.”
★ Ben Glass Marketer of the Year ★
Common questions
Things attorneys always ask.
How much should I spend on PPC?
Depends on your market and practice area. Personal injury in a big city? You realistically need $10K+ to compete. Estate planning in a smaller market? Maybe $2–3K can work. LSA and Facebook/Instagram ads can run on smaller budgets. We’ll tell you what’s realistic for your market.
Can’t I just hire someone for $500 a month?
You can. And you’ll probably waste every dollar you spend on the ads themselves. Cheap management costs you more in wasted spend than it saves in fees. The agency’s fee is rarely the most expensive line item.
I’ve tried PPC before and it didn’t work.
That’s most of our clients. PPC works when it’s done right. Chances are, your last agency didn’t do it right, or didn’t pair the ads with the rest of the funnel.
What call tracking system do you use?
We work with several depending on your needs and existing setup. We’ll recommend what makes sense for your firm and help you get it implemented.
SUCCESS STORY
In their words
“We have grown from a small personal injury practice into something much larger, with several cases in the six and seven‑figure range .”
“Within months, we started seeing real results, both organically and through paid ads. What they have done for me in such a short time is overwhelming.”
The full system
Why it matters that we handle everything.
Most PPC setups have one company running your ads, another that built your website, someone else handling your phone system, and nobody talks to each other.
Your PPC agency blames your website. Your web developer blames the PPC agency. Your phone vendor has no idea how to handle expensive PPC calls or triage properly.
When we handle your PPC, we handle the whole system: the landing pages your ads send traffic to, the call tracking that ties calls back to keywords, the call-answering setup, and the backend processes so leads don’t fall through the cracks.
When a keyword isn’t converting, we don’t guess why. We can see if people are bouncing from the landing page, calling but not converting, or if your phone isn’t being answered fast enough.
That’s the difference between a PPC agency and a real marketing partner.
The AI factor
AI is changing PPC. Carefully.
Google is pushing Smart Bidding and automated campaigns. Their pitch: let AI handle everything. The problem? Google’s AI optimizes for Google’s goals, not yours.
You need human judgment. Someone who knows when to ignore Google’s suggestions. Someone who understands legal marketing and can spot a “recommended” change that’ll wreck your ROI.
01
Smart Bidding is optimized for Google. Google’s automation expands your targeting to “help” you spend more. It optimizes for clicks, not your bottom line.
02
We use AI where it actually helps. Bid adjustments, trend spotting, ad-copy testing. We let AI do the heavy data work where it shines.
03
We don’t hand Google the keys. Human judgment knows when to ignore the “recommended” change that’d tank your ROI. That’s us.
How it works
What happens in your first 30 days.
No black box. No mystery months. Here’s exactly what we do, week by week.
Week 1: We audit
Your current campaigns, landing pages, and tracking. We find what’s working, what’s broken, and where money is being wasted.
Week 2: We plan
Keywords, ad groups, negatives, landing pages, call tracking, phone system, intake. A real plan based on your goals, not a template.
Week 3: We launch
Campaigns rebuilt or new. Call tracking implemented. Landing pages fixed or built. Live with the right foundations.
Week 4: We optimize
We watch closely. We adjust bids. We pause losers. We test new ad copy. Most agencies wait 60 days; we start right away.
The long view
Why our PPC clients stay with us.
Most PPC agencies lose clients within a year. They’re not delivering results.
Our PPC clients stay because we actually move the needle. We increase case volume. We lower cost per acquisition. We respond when they call.
We’re not order-takers. If you want to add a keyword we think is bad, we’ll push back. If Google recommends something dumb, we’ll tell you why we’re ignoring it.
You’re not paying us to follow instructions. You’re paying us to get you results.
Let’s talk PPC
You know your firm.
We know what wins in the auction.
No sales pitch. No pressure. We’ll look at what you’re doing now, what your competitors are doing, and what’s possible in your market. If PPC doesn’t make sense for you right now, we’ll say that.
This isn’t for everyone
Looking for the cheapest possible ad spend
If $500/month management is your budget, we’re not the right fit. We do real work for firms that want real growth.
Expecting overnight ROI
PPC takes a few weeks to gather enough data to optimize against. We’ll tell you what to expect in your market and stick with it.
Not willing to fix your intake
Great ads with broken intake is just lit money. If your staff isn’t set up to answer and screen calls, no campaign will save you.