Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a lead-generation business in this space actually involves.
Legal is among the most expensive click categories anywhere, and case values vary by orders of magnitude between practice areas. A personal injury enquiry and a will enquiry cannot share a campaign or a target. Everything has to be structured by practice area from the start.
What I report on: Cost per signed matter, by practice area.
Cost per click in competitive practice areas is brutal, so wasted spend compounds fast. Advertising rules for legal services vary by jurisdiction and bar association. Lead quality varies enormously and is frequently unqualified.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Law firms.
Case values are high, so competitors bid accordingly. Personal injury in particular has some of the highest click costs of any category anywhere.
Never. Case values differ by orders of magnitude, and combining them means the cheapest enquiries dominate the data.
Specificity in creative and qualifying questions on the form, plus feeding signed matters back so bidding optimises toward real cases.
Yes, and they vary by jurisdiction and bar association. Worth confirming before campaigns launch rather than after.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
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