Google Ads and Local Service Ads put your firm above everything on day one. We run them so the spend is accountable — every dollar traced to a lead, and every lead traced to what it became.
A paid account is never finished. These are the four things that decide whether the spend works, and all four move constantly.
Campaigns split by practice area and intent, so a car accident search never competes with a slip-and-fall for the same budget.
Built before a dollar is spent. Dynamic call tracking, forms, and chat on one chain, connected through to intake so a click can be followed to what it became.
The page the click lands on decides both your conversion rate and your cost per click. Getting it right is the cheapest way to lower a CPC.
Budget moved toward what produces cases and away from what produces enquiries. Reported in cost per case, because that is the only number that settles an argument.
The search auction above. Highest intent, highest cost, and the most control over who sees you and when.
Above everything, badged, and priced per lead rather than per click. A different auction with different rules — and its own page.
Every lead traced to the campaign, keyword, and surface that produced it — then updated with what happened next. This is the report that makes budget decisions obvious.
HOW OUR TRACKING WORKS →Row three is the point. “Free legal advice” produced a lead and never a case — so it becomes a negative keyword, and that budget moves to the two rows above it.
Not leads, not clicks, not impressions. If you already track which leads became cases — or want to start — the whole account can be pointed at that number.
Legal clicks are expensive enough that a budget too small to gather data is a budget spent learning nothing. We'll tell you on the first call whether yours is above that line.
One keyword can produce twenty enquiries and no cases while another produces three and pays for the year. So we build the measurement first, connect it to your intake, and optimise against what actually became a case.
Where your systems allow it, the loop closes on what a lead became — not just that it arrived. We will tell you plainly which parts of the chain your setup can and cannot support.
HOW OUR TRACKING WORKS →How much should we be spending?
It follows from your case value and your intake conversion, not from a package tier. Work backwards: what a case is worth, how many leads become cases, what that makes a lead worth. The budget falls out of that arithmetic — and if the number is uncomfortable, better to know before you spend it.
Why are our clicks so expensive?
Because a case is worth a great deal and every firm in your market knows it. What you can change is what you pay relative to competitors — a higher Quality Score means a lower cost for the same position, and that's mostly landing page and relevance work.
Google Ads or Local Service Ads?
Usually both. LSAs sit above everything and charge per lead, which makes them efficient but capped by how much volume Google gives you. Search ads cost more per lead and scale further. Most firms should hold both surfaces.
Who owns the account?
You do. It's in your firm's name, and if we stop working together you keep it along with all of its history. An account's learning is an asset, and it should be yours.
Should we run paid or do SEO?
If you need volume now, paid. If you want to stop renting the traffic, SEO underneath it. We run both, so there's no incentive to pretend one answer fits every firm — and plenty of firms should start with paid and add earned once the numbers are known.
Send us access and we'll show you where the budget is going, which searches you're paying for that you shouldn't be, and what your cost per case actually looks like. Yours to keep either way.