Why do my Google Ads leads never turn into signed cases?
Because the account counts every form submit as a conversion, spam included, so Smart Bidding finds more of whatever produces form submits. I fix it upstream: a WhatConverts-qualified call or booked consult becomes the only primary conversion, form spam stops counting, and the campaigns get rebuilt around the matters you want.
How do you stop spam and unqualified intake forms inflating conversions?
Negative-keyword hygiene weekly, ad copy written to filter in the case types you want rather than attract everyone, and call tracking with qualification scoring so a call is judged on what it was, not that it happened. Broad match without a maintained negative list is the single most common cause of the problem.
Can Google Ads be told which cases closed?
It can, through offline conversion imports, but I don't build law-firm accounts on it. The conversion is a WhatConverts-qualified call or a booked consult, and I reconcile it against the firm's intake log each month, which keeps matter detail out of the ad platform.
Do I need a Google Ads consultant who specializes in law firms?
Not a law-only shop, but someone who has run a law-firm account and knows the two things that differ. Bar advertising rules limit what the ads can say, so copy needs a person who flags specialist claims and past results for your counsel. And the conversion has to be a qualified call or a booked consult, because a form fill in legal is often spam or the wrong matter. The rest is the same account work any good Google Ads manager does. Ask a candidate how they'd define a qualified call for your firm. If the answer is "a form submit", keep looking.
Should my campaigns be split by practice area?
Almost always. Case-type ad group segmentation lets the ad copy, the landing experience and the bids match the intent behind each search. A single campaign covering every practice area averages everything together and hides which case types are paying for themselves.
What does it cost?
Every audit is free. One-time projects run $2,500 to $20,000, at a fixed price quoted from the audit before work starts. Monthly runs $2,500 to $8,500 a month, month-to-month: $2,500 for one ad channel and $1,500 for each add-on. At $8,500 it is the Fractional Marketing Lead seat. Ad spend is never marked up. I work with the firm directly, not through a marketing coordinator, so the number of firms I can take at once is limited.
Is the audit free, and what access do you need?
Yes, at any spend level. Read-only access, a 5 to 7 page written audit in 24 hours, no call.
Do you work with law firms outside Washington?
Yes. I’m in Spokane and work remotely with firms in any state. Bar advertising rules differ by state, so your counsel approves the copy.
Do you write ad copy that complies with bar rules?
I write it to the rules I can cite and flag anything that needs a lawyer’s read, like specialist claims or past results. Sign-off stays with your counsel.
Do you manage Local Services Ads?
Not for a law firm right now. I can track LSA calls through to signed cases for the firm’s own reporting.
