Ads for law firms, tracked to the signed case
Most law firm ad accounts are judged on form fills and calls. I track what happens after them, the consultation, the retainer, the signed case, and send that back to Google and Meta, so the budget goes where cases come from instead of where clicks are cheap.
The law firm account
LEGAL / USA$1.44M MANAGED
A US probate law firm running roughly $100K a month, built as seven city accounts under one manager account: Houston, Dallas, San Antonio, Austin, El Paso, Corpus Christi and Fort Worth. Restructured to deliver a 65.7% reduction in cost per conversion and a 188% increase in lead volume. The account's all time view reads $1.44M, 17.2K conversions at a 10.77% conversion rate, which is about $84 a conversion. Every call is logged with its city and keyword, so each city's budget answers to its own cost per conversion rather than to a blended average.
THE ACCOUNT, ACROSS TIME
One account per city, each judged on its own number
The same firm's seven active city accounts, all time. A blended average would hide that Fort Worth cost more than twice what Corpus Christi did for each conversion. Split by city, each budget answers to its own row.
From the firm's Google Ads manager account, all time to 27 Feb 2026. Cost per conversion is spend divided by conversions for each row.
What changes in your account
Campaigns split by case type
Personal injury, family, probate and the rest each get their own campaigns, budgets and search terms. Branded searches are kept apart, so they stop taking credit for cases you would have signed anyway.
Calls and forms tied to signed cases
Call tracking on every number, and the outcome from your intake sheet or CRM sent back into Google Ads as an offline conversion. The bidding then works toward retained clients, not toward anyone who picked up the phone.
Local Services Ads next to Search
Where your practice area and state qualify for Google's Local Services Ads, I run them alongside Search, so the pay per lead listings at the top of the page and the ads under them work as one budget.
Follow up before the lead goes cold
Every form and missed call gets an instant reply and a reminder sequence through GoHighLevel, so a lead you paid for hears back in minutes, not the next morning.
Meta where people do not search first
Retargeting for everyone who visited and did not call, and Meta lead forms for practice areas where people need a reason before they search, such as estate planning.
Questions firms ask first
Do you work with firms outside Texas?
Yes. Nothing in the method is specific to one state: case types, city structure and intake tracking carry across. The ads follow your state bar's advertising rules, and your firm approves every ad before it runs.
Which practice areas?
Probate is where the biggest account sits. Family law, estate planning and personal injury run on the same mechanics. Personal injury needs the biggest budget, because its clicks are among the most expensive in Google Ads.
What counts as a conversion?
A call over an agreed length, a form, and once your intake is connected, a consultation and a signed case. Calls alone flatter an account. Signed cases are what the budget should chase.
How much should a firm spend?
Around $3K a month in media is the floor, and most firms start at $5K. A personal injury firm in a large metro needs more than that to compete.
The rules the ads work inside
Every ad is written to Google's and Meta's legal services policies, and your firm approves the copy before it runs, so it fits your state bar's advertising rules. No ad promises a case outcome, and I do not promise you one either: what you get is the account built, tracked and reported the way the case study above was.
Start with a FREE account teardown
Thirty minutes, inside your account, with you watching. No pitch deck and nothing to sign. Here is what happens after you book.
- 01 The 30 minute teardown I go through your account live and you keep the list of what is costing you most, whether or not we work together.
- 02 A written plan within 14 days What is broken, what it is costing you a month, and what I fix first, in that order.
- 03 Tracking fixed in weeks one and two Calls, forms and signed jobs counted properly before any budget moves, so you can see the truth in your own dashboard.
- 04 Results read in weeks three to six Once the bidding has clean signal to learn from. Rolling monthly after that, thirty days notice either way.