Law Firm PPC Services That Connect Every Ad Dollar to a Signed Case
We’re specialists in running Google ads for plaintiff-side law firms. We’ll help you stop paying for leads you can’t track, so you can start scaling signed cases (that you can track).
Our Law Firm PPC Campaigns Deliver Cases
There are tons of self-proclaimed law firm PPC experts. But not many have proof like us:
How KK&O Achieved 302% More Cases in 6 Months
Krasno Krasno & Onwudinjo (KK&O) is an award-winning Workers’ Compensation and Social Security Disability law firm with 12 office locations across Pennsylvania. By 2018, KK&O
How Snyder Law Group Achieved 117% More Cases in 6 Months
The Snyder Law Group is a premier personal injury firm based in Baltimore, Maryland, serving clients across Maryland and Washington, D.C. The firm specializes in
How Kalikhman & Rayz Achieved 250% More Personal Injury Cases in 9 Months
Kalikhman & Rayz LLC is a personal injury law firm based in Huntingdon Valley, Pennsylvania. Founded in 2005, the firm had historically handled a variety
How Robison Lemon Law Group Built a $700K Case Pipeline in 6 Months
Robison Lemon Law Group was founded in January 2018 by Emma Robison, a consumer protection attorney specializing in California’s Lemon Law. As a solo practitioner
Our Approach to Law Firm PPC
We’ve run hundreds of law firm PPC campaigns. Here’s what separates a successful PPC campaign from wasted ad spend:
Clear Goals
We start by understanding exactly what your firm is trying to achieve. When goals are clear, we set realistic budgets and timelines together. Without this alignment, campaigns get paused after a few months because expectations didn’t match reality.
The Right Strategy
Strategy is simply the “how”: which channels to leverage, which audiences to target, what messaging will capture the right prospects. Your goal is the destination, and the strategy is the route.
Proper Setup & Tracking
Before we spend a dollar, we build the infrastructure to measure results. This is where most audits reveal the biggest gaps: firms flying blind because tracking was never set up correctly.
Expert-Led Management
Our team isn’t learning law firm digital advertising on the job. They’ve been doing this for years across dozens of accounts, which means faster results and better decisions from day one.
Actionable Data Reporting
We map which campaigns are actually driving cases, not just leads. That visibility is what enables confident budget decisions.
How We Work vs. Another Law Firm PPC Agency The Pareto Difference
Generalist Marketing Agency Way
- Your agency counts “leads” but can’t tell you which campaigns drove signed cases.
- Your ads are working, but your intake can’t convert. More leads just means more wasted opportunity.
- Your agency owns your Google Ads account.
- Your agency tries to do a little bit of everything.
- You show up for injury lawyer terms in ChatGPT, but your digital advertising is leaking dollars.
The Pareto Legal Way
- UTMs, click IDs, offline conversions, full CRM integration. You map what we see.
-
Pareto Score™ diagnoses your complete system: intake speed, qualification, and conversions.
- You own your marketing assets: Ad accounts, your website and landing pages, and your data.
- You track and find the 20% tactics/channels that work, and do more of them.
- You understand the true ROI of any specific campaign, channel, and tactic.
What PPC Management Actually Controls
At its core, PPC management comes down to five levers. Many law firms work with agencies that only focus on one or two. We optimize all five to turn potential clients into qualified leads.
Budget & Bidding
Conversion Tracking
Targeting
Ad Creative
Landing Pages
What Are Clients Are Saying
We’re now able to predict where we need to spend money so that we can get the best quality of our cases. They have increased our leads by over 110 percent. And the leads turn into cases for us. With the work they have done on our intake system, they have increased the number of cases we open up per week by 80 percent.
Jason Krasno
KK&O
I’ve worked with Pareto PPC for three years and I could not be happier with the results. Their attention to detail and ability to organize large amounts of data allows them to promote your business in both creative and cost-effective ways. They also truly care about your business and its success, which lends to a great support system to help you along the way.
Emma Robison
Founding Partner, Lemon Law Group LLC
We’re now able to predict where we need to spend money so that we can get the best quality of our cases. They have increased our leads by over 110 percent. And the leads turn into cases for us. With the work they have done on our intake system, they have increased the number of cases we open up per week by 80 percent.
Jason Krasno
KK&O
I’ve worked with Pareto PPC for three years and I could not be happier with the results. Their attention to detail and ability to organize large amounts of data allows them to promote your business in both creative and cost-effective ways. They also truly care about your business and its success, which lends to a great support system to help you along the way.
Emma Robison
Founding Partner, Lemon Law Group LLC
The Pareto Legal Methodology
What's With The Name: "Pareto"?
Italian economist Vilfredo Pareto observed that roughly 80% of the land in Italy was owned by 20% of the population. This principle, in our experience of auditing hundreds of accounts in the legal industry, shows up even when we run PPC ads.
of your keywords drive 80%+ of your signed cases
of your landing pages convert at 2-3x the rate of the others
of your geographies and hours deliver the majority of quality leads
How We Work With Law Firms
Pareto Score Assessment
Most firms have hidden bottlenecks. So before we touch your PPC campaigns, we assess your marketing with our proprietary Pareto Score, evaluating five critical pillars:
Strategy & Positioning
Are you clear on volume vs. boutique?
Do your economics support your growth targets?
Data &
Attribution
Can you connect ad spend to signed cases?
What tracking infrastructure exists?
Reputation & Retention
What’s your review velocity?
How strong is your referral network?
Marketing
Execution
How are your campaigns structured?
What’s working and what’s not?
Intake &
Call Systems
How fast do you respond to leads?
What’s your consultation-to-signing rate?
Infrastructure Build
Based on the assessment, we build or fix the foundation:
Set up or restructure your Google Ads account (an account you retain ownership of)
Implement a full attribution stack so every click ties back to a signed case
Build or optimize landing pages for conversion
Connect offline conversions back to Google Ads
Establish baseline metrics and targets
Campaign Launch & Optimization
Next we launch campaigns and enter the optimization phase:
Weekly
In-depth keyword research, negative keyword additions, bid adjustments, ad testing, quality monitoring
I
Bi-Weekly
Landing page tests (headline, proof order, form friction)
II
Monthly
Budget reallocation based on cost-per-case (not cost-per-lead), MER review
III
Quarterly
Strategy review, expansion opportunities, capacity planning
IV
Scale What Works
Our sole goal is to identify and continuously optimize your PPC campaigns to find your 20 percent. We reallocate your budget from tire kickers to the 20% of campaigns, keywords, geos, and tactics that drive profitable cases.
But we scale only after:
Unit economics are proven (CAC ≤ target for 6+ weeks)
Intake can handle increased volume
Attribution is accurate and audited
Market headroom exists (impression share, bid caps)
We Run Pay Per Click Advertising For Law Firms Across Practice Areas
Personal Injury
Workers’ Compensation
Criminal Defense
Immigration
Family Law
Bankruptcy
Social Security Disability
Book A Free Strategy Call
Client Retention Rate
Average Client Tenure
Of Clients 2x Case Volume In Year One
Frequently Asked Questions (FAQ)
How Long Until I See Results?
About 30 days. That said, this ultimately depends on certain factors, such as your ad budget and how much work our team needs to put into your landing pages, messaging and tracking.
What if you're working with my competitors?
Our agency employs a “pod” structure, meaning we have teams of marketing experts that exclusively work on specific law firm accounts. That said, if we are working with a competitor of yours, we can ensure that the team touching your business isn’t the same one working with your competitor.
Do I Need To Sign A 12+ Month Contract?
No. All we ask if that you give us 6-month commitment at the onset of the relationship. After the first 6 months, you can then move onto a month-to-month plan or an annual plan at a reduced rate.
What's the Difference Between PPC and SEO for Law Firms?
PPC buys you the top of search results today; SEO earns that spot over months. Most lawyers shouldn’t treat it as either/or.
PPC gives you immediate, trackable case flow while your SEO compounds in the background. The difference is speed and control: with PPC advertising you decide which practice areas and geographies a lawyer shows up for tomorrow morning.
We focus on the PPC side because it’s where we can tie a specific ad dollar to a specific signed case. Strong PPC strategies and good SEO eventually feed each other, but only one of them puts cases on your calendar this week.
How Much Should a Law Firm Budget for PPC?
It depends on your market and practice area. A personal injury lawyer in a major metro competes for far pricier clicks than a criminal defense practice in a smaller market, so there’s no single right PPC budget for every law firm.
We set your budget against cost-per-case, not cost-per-lead, so the number ties back to signed cases instead of raw lead volume.
We’d rather start lean, prove the unit economics on a focused set of campaigns, then scale the 20% of the spend that’s actually producing cases.
Should We Run Local Service Ads Instead of Google Ads?
Run both, but know what each one does. Local Service Ads are the pay-per-lead listings with the Google Screened badge that sit at the very top of search, above the standard Google Ads, and they’re available to practice areas like personal injury, workers’ compensation, and criminal defense lawyers.
In our managed accounts, LSAs tend to deliver around 50% of signed cases on about 40% of the budget. The reason is that phone-call leads convert better, so the cost per case comes in lower even when the cost per lead runs higher.
There’s a catch. The whole tactic lives or dies on answer rate: if your intake doesn’t pick up at least 90% of those calls, the spend leaks. And you can’t control the ad messaging or push the data into your CRM the way you can with a Google Ad campaign.
So we typically run LSAs as a complement to your search campaigns, not a replacement, often starting lawyers in the $1,500 to $3,000 a month range and tracking every call through to a signed case.
How Do You Stop Our PPC Spend From Being Wasted?
Three layers. Tight keyword research and negative keywords keep the “free legal advice” searches out of your account.
Intent-based targeting prioritizes the searches that actually sign, and full conversion tracking shows us which PPC campaigns produce cases.
We cut what leaks and feed what converts, so your spend chases signed cases, not just contacts. That’s the whole point of finding your 20%.
