Google Ads for legal keywords costs $100 to $500 a click because every firm bids on the same intent. Meta reaches the same people earlier, before they search, at a fraction of the cost. The firms that win on Meta pair empathetic, specific creative with intake that answers in minutes. The ones that lose boost their office exterior and wait.
Four patterns from firm accounts we have rebuilt.
A $400 lead is cheap if the case is worth $40,000 and intake signs it. A $40 lead is expensive if no one answers the phone. We build reporting around signed cases and case value by practice area, then let that math set the budget.
Legal leads call once. If intake misses the call, the case signs with whoever answered. Instant routing, after-hours coverage, and a follow-up sequence are part of the media plan, not an afterthought.
Winning legal creative answers the question the person is actually asking: what happens next, what does it cost, how long does it take. Plain-language video from a real attorney consistently beats gavel-and-scales stock footage.
PI, family, estate planning, and immigration have wildly different case values, decision speeds, and creative angles. One blended campaign hides which practice area is actually profitable. We split them and report them separately.
The portfolio system, tuned for case economics and intake reality.
Case value and close rate by practice area set the allowable cost per signed case. Budget flows to the practice areas where the math is strongest.
Attorney-on-camera explainers, specific-scenario statics, FAQ-style hooks. Empathy and clarity, no ambulance-chaser energy.
Lead forms and call campaigns with instant routing to intake. Retargeting for the research phase. Optimization on qualified consultations via CAPI.
Offline uploads when cases sign, cost per signed case by practice area and creative, blended view across Meta and search.
Yes, particularly as a lower-cost complement to search. Meta reaches people in high-intent situations before they type the expensive keyword, and practice areas with broad audiences, PI, family, estate, and immigration among them, perform well with specific, plain-language creative.
Ad content follows your state bar's advertising rules, and we build creative to your firm's compliance guidance, including disclaimers where required. Your firm reviews and approves everything before it runs. We run the media; your compliance review stays the authority.
A flat monthly fee starting at $1,500, published on the pricing page. Ad spend is separate and depends on your practice area's competitiveness.
Signed cases. We set up offline conversion uploads from your intake or CRM so reporting shows cost per signed case by practice area, which is the only number that matters.
It changes the plan, not the viability. We match lead flow to intake capacity, route leads instantly, and build after-hours follow-up sequences so a small team stops losing the cases it already paid for.
Thirty minutes. We’ll walk through your practice areas, current cost per case, and intake flow, then show you the campaign structure we’d run.