Law Firms
Google Ads for Law Firms: Keywords, Economics and Signed Matters
Clicks do not equal clients. PPC works only when the chain from query to signed matter is controlled.
Rules and terminology vary by jurisdiction; every claim, targeting choice and intake process requires local professional review.
PPC worksheet: click, lead, qualified lead, consultation, show and signed matter.
The commercial problem
PPC worksheet: click, lead, qualified lead, consultation, show and signed matter.
The operating model
Google Ads for Law Firms: Keywords, Economics and Signed Matters
Review jurisdiction rules → Segment practice and geography → Match ad, page and intake → Track held consultations → Model CAC per signed matter
| Stage | Control question |
|---|---|
| 1 | Review jurisdiction rules |
| 2 | Segment practice and geography |
| 3 | Match ad, page and intake |
| 4 | Track held consultations |
| 5 | Model CAC per signed matter |
How to implement it
- Review jurisdiction rules
- Segment practice and geography
- Match ad, page and intake
- Track held consultations
- Model CAC per signed matter
Mistakes to avoid
- Optimising impressions, clicks or leads without connecting them to customers and margin.
- Using universal benchmarks instead of the firm's own rates and capacity.
- Increasing spend before fixing offer, qualification and follow-up.
Measure through the customer
Measure volume, conversion, velocity, value and margin at every stage; the outcome is a profitable customer, not a lead.
Apply the model to your numbers
Apply the model to your numbers
AYVION connects offer, demand, CRM, follow-up and sales. Book a free consultation to locate the constraint and define the next move.
FAQ
- Where should the work start?
- With segment, offer and the stage creating the largest economic loss.
- Which channel should be used?
- The one matched to intent, cycle and capacity, measured through the customer.
- How much budget is required?
- Work backwards from margin, conversion and target rather than a universal amount.
Sources
Related intelligence
- Law FirmsHow Law Firms Attract and Select Higher-Value MattersMore enquiries do not automatically create a better firm. Matter mix determines capacity, service quality and margin.
- Law FirmsPlanning 16–20 Higher-Value Matters a Year: A Capacity ModelSixteen to twenty matters is a planning range, not a promise. The firm must validate delivery capacity first.
- Law FirmsLegal Intake: How to Turn More Enquiries into Suitable Signed MattersAcquiring an enquiry costs money. Losing it between inbox, phone and diary means paying twice. Intake makes conversion visible.