Law Firm PPC Agency
What if you could get 15+ signed cases per month... with just a $3000/mo ad spend?
That happened to my client Tom. Tom went from barely any leads… to 15 signed cases within the first month of launching our Google Ads campaign. All that with just a $2997/mo ad spend.
Tap the button above to schedule your free, zero-obligation consultation.
Want to know *why* so many PPC campaigns for law firms underperform?
The messaging.
You know more than anyone…
When prospects land on your website, they’re not just looking for a lawyer. They’re looking for someone who understands what they’re going through. Someone who will listen to them. Someone who will answer their questions and hold their hand throughout the process.
They don’t care about the millions that you’ve gotten for other clients. Or the fact that your firm has 20 years of experience. They care about how you can help them get through the difficult situation they’re in.
And *that’s* where 99% of law firm PPC campaigns miss the mark.
The messaging doesn’t address the prospects’ pain points, hesitations, and motivations in the hiring process. And it doesn’t highlight the firm’s unique differentiators (the reason why prospective clients should choose YOU over competitors).
So even if prospects fill out the form on your website, there’s a good chance they won’t pick up the phone when you call. If they do, there’s a good chance they’ll forget who you are (and how your firm is different from all the other firms they contacted).
Or they’ll take up hours of your team’s precious time asking questions like “how does the process work?” or “what are the next steps?”
(Questions that could be answered on your landing page.)
What if instead...
You could bring in leads SO eager to work with you that they felt betrayed when you didn’t take on their case?
That happened with one of my former clients, Tom.
Tom is a civil rights lawyer who helps women who have been sexually harassed by their landlords.
Tom had spent $18k on a marketing agency that delivered… one lead. He had a bit more success on his own, but the leads coming in weren’t high quality.
When he hired me and my team to run his Google Ads campaign, he said that if he were to get 3-5 signed cases per month, that would be considered “crazy, wild, wonderful success.”
Within the first month of launching the campaign, Tom had gotten 15 signed cases. With just a $2997 ad budget.
And that wasn’t a fluke. Those results continued over the course of the year that we worked together. The campaign brought in so many leads that Tom had to hire more people to keep up with the volume. He even asked to turn OFF the Google Ads because he and his team couldn’t keep up with things.
Because these weren’t just any ol’ leads. These were highly qualified leads that were SO eager to hire Tom, they felt “betrayed” when he didn’t take on their case. All thanks to the messaging.
How do we know?
We ran a thank-you page survey (great way to gather insights from your clients btw) and these were some of the responses to the question “why did you choose our law firm in particular?”
👉“Feeling understood after researching your firm online”
👉“After searching on Google the message on your homepage made me feel like I made the right choice”
👉“Thought you seemed like you would fight for me”
👉“Researched others and you explained exactly how I felt”
👉“Everything you stated in this ad is exactly what I’m dealing with 10000%”
👉“You know what I’ve been through, you might as well be describing the hell I went through and am still in…”
And you want to know the craziest thing of all?
We didn’t have a SINGLE testimonial on that landing page. We barely even mentioned the results that my client had gotten for his other clients.
We didn’t need to. Because the messaging resonated with prospects and made them feel like they had found a friend in my client. And that’s what mattered.
Problem is…
99% of law firm PPC agencies see messaging as an afterthought. First they build out the campaign (without doing any voice-of-customer research). Then they design the landing page. And then they write the copy.
The end result?
Messaging that doesn’t resonate with the reader. And indifferent leads that would be just as happy going with a competitor.
And now for the good news:
There’s a (MUCH) more effective way of doing things…
How we create paid ads campaigns that get perfect-fit prospects lining up to hire you
1. Voice-of-customer research
This is THE most important step – and one that most agencies skip.
My team and I will go waaay beyond surface-level data, digging DEEP to fully understand your prospect – along with their deep-seated pain points, motivations, hesitations in the hiring process.
This might include:
- Interviewing 3-5 of your clients (if possible) to extract real, voice-of-customer insights that highlight what truly matters to them
- Mining online communities (like Reddit, Facebook, etc) where your ideal clients vent frustrations, ask for advice, and reveal buying objections
- Analyzing your testimonials to pinpoint common themes in what clients appreciate most—and how we can amplify those strengths
- Reviewing intake forms, surveys, and past communications with clients to understand recurring pain points, decision-making patterns, and deal-breakers
- Listening in on sales or support call recordings (if available) to hear prospects’ objections, questions, and concerns in their own words
- Assessing competitor positioning to identify gaps in the market and craft messaging that sets you apart
This deep-dive research ensures that every word of copy is built on real data—not guesswork. Because when you understand your audience better than they understand themselves, your messaging becomes impossible to ignore.
2. Messaging
Next, we’ll comb through all the research, pulling together any trends and sticky copy. Then, we’ll pull everything together into your very own two-part Conversion Copy Playbook. With that, you’ll get everything you need to craft high-converting copy. You’ll walk away with:
✅A complete guide to positioning your service and offer in a way that resonates deeply with your ideal clients
✅A comprehensive analysis of your target audience (to ensure your messaging hits the mark)
Here’s a sneak peek at what that looked like for one client:
3. Ad Strategy
Based on the VOC research, we’ll determine the most effective ad strategy and funnel for your campaign. Taking into account things like:
- What platform(s) will be most effective
- When the ads should appear
- What keyword strategy to use (likely a mix of high-intent, long-tail, and branded keywords to target searchers at different stages of the hiring journey)
- The type of ad formats to prioritize (ie: text, video, carousel, or responsive ads)
- Targeting criteria (defining our audience based on demography, geography, and behavior)
- Budget allocation and bid strategy (setting the right daily budgets and bid strategies to optimize ad spend and performance)
Once we determine the ad strategy, then we’ll know what deliverables we need for the campaign.
For example, maybe we’ll decide that Google is the best platform to advertise on since there are leads actively searching for your solution. Based on that, we’ll come up with landing pages that are tailored to what people are searching for.
For example, let’s say you’re a divorce attorney. If we find that people are searching for things like “affordable divorce attorney for child custody” then we can create a landing page that focuses on your affordability and child custody expertise.
4. Copywriting
Next I’ll take charge of crafting allllll the messaging for the funnel. Which will include:
- Ad copy designed to grab attention, speak to your ideal prospect’s pain points, and drive high-intent traffic
- Landing page copy that encourages website visitors to fill out that form/schedule a consultation
- Email sequence (if applicable) that builds trust, handles objections, and encourages prospects to pick up the phone when you call
Each piece of messaging for the funnel will take into account things like:
✅Voice-of-customer research that we’ve done (so we can mirror your audience’s pain points, dream states, hesitations and motivations back to them)
✅Messaging hierarchy – Determining the most effective order of the messages on the page based on what’s most important to our reader, how they process information and where they are in the decision-making journey
✅Persuasion techniques that move reader to the “yes” (tactics like urgency/scarcity, open loop, value stacking, reliability, objection-crushing, storytelling, loss aversion and social proof… to name a few)
✅Formatting & readability – Structuring the page so that it’s easy to consume. With:
- Short, scannable sections
- Strategic use of bolding, bullet points, and white space
- Conversion-focused design principles (making key takeaways pop and CTAs impossible to miss)
✅ Framing & positioning – Ensuring your offer is presented as THE best choice. By:
- Clarifying your unique value proposition (UVP) so that it’s clear why prospects should pick your firm over all the others
- Making it crystal clear who your service is for (and who it’s not for) to attract the right clients
✅ Emotional & logical balance, speaking to both the heart and the head:
- Leading with emotional resonance to capture peoples’ attention
- Backing it up with logical, practical reasoning to justify their decision
✅ CTAs & next steps – Ensuring every piece of messaging guides the reader seamlessly toward the next step with:
- Value-driven CTAs (not just “Submit” or “Learn More”)
- Frictionless next steps (ie: removing any unnecessary steps, telling them what happens after they click that button etc)
5. Design
Once the copy is complete (and approved), we’ll move onto the design. We’ll make sure that the visuals complement and enhance the messaging. So that the most critical messages stand out – and guide the reader towards taking the next step.
6. Launch
Once everything is in place, it’s time to go live. But first, we’ll want to:
✅ Set up conversion tracking (so we know exactly what’s working and what’s not)
✅ Test all integrations (make sure forms, lead tracking, and automation work seamlessly)
Then we’ll monitor ad performance in real-time, keeping a close eye on engagement, click-through rates, and conversions.
7. Test & optimize
A high-converting campaign isn’t just “set it and forget it.” The real work happens after launch, where we:
🔹 A/B test different elements – Like headlines, CTAs, ad copy, images, and landing page variations (to see what resonates best)
🔹 Analyze heatmaps & user behavior – We’ll get you set up with a Hotjar account so we can see how visitors interact with the page (where they drop off, where they click and where they spend the most time)
🔹 Refine targeting & ad spend allocation – We’ll double down on what’s working and cut off what’s not, ensuring that every dollar is well spent.
🔹Add negative keywords – We’ll determine which keywords are bringing in the *wrong* prospects – and add them to our negative keywords so they don’t eat up your ad spend
🔹 Optimize ad copy & landing pages – Tweaking the messaging, layouts, and offers to improve conversion rates over time
🔹 Adjust based on key performance metrics – Evaluating click-through rates (CTR), cost per conversion, lead quality, and return on ad spend (ROAS) to continuously improve results.
Wait a sec. I haven’t introduced myself yet. How rude!
Hey there, I'm Mary.
Founder of Nomad Copywriting....
and Chief Marketer.
Over the past few years, I’ve helped countless law firms transform their businesses with Google Ads. Ads that do more than just drive traffic—they convert prospects into signed cases.
What sets us apart?
At our law firm PPC agency, we take a research-driven, conversion-focused approach. Instead of guessing what works, we dive deep into data, client psychology, and real audience insights to craft messaging that resonates and an ad strategy that converts.
Every word in your ads, landing page, and follow-up sequences is designed to connect with your ideal clients and compel them to take action.
Because running paid ads isn’t just about getting more clicks….
It’s about making sure those clicks turn into consultations, cases, and long-term growth for your firm.
Many firms hesitate to invest in paid ads because they don’t know if it will be as cost-effective as other client acquisition strategies (like referrals)
They might be concerned about spending money on low-quality leads that don’t convert. Or long, drawn-out investigations that drive the cost per case up.
And those are valid concerns. But here are a few things to keep in mind:
Unlike traditional marketing, Google Ads puts your firm in front of people actively searching for a lawyer—making them far more likely to convert. |
We’ll refine the targeting and messaging to attract higher-quality cases upfront, reducing the time your team has to spend on investigations – and lowering the overall cost per case. |
We’ll strategically optimize the ads to filter out low-quality leads (so that every dollar is well spent). |
"Mary is very deliberate, professional and methodical in her process.
That process delivered unbelievable results for us when everything else had failed."
Still got Qs? Let's see if we can answer 'em
1. Have you worked with other law firms before?
Yes! We’ve worked with a number of top-rated US law firms. So we know this industry – and how to build a winning ads campaign.
2. How long does it take to see results?
We can’t make any promises (any agency that does is full of it!) but most of our clients start to see results immediately. From there, it’s a matter of optimizing the campaign to ensure we’re bringing in the highest quality leads possible.
3. How often can I expect to hear from you?
We’ll send weekly updates on how the campaign is performing. We’ll also add you to our Slack channel where we’ll discuss updates to the campaign and you can ask any questions.
4. Why is your website so ugly if you’re a PPC agency?
Good question! And don’t worry, I’m not offended 😂
Most of our time goes into helping our clients optimize their pages instead of fussing over our own.
But hey, if you think we need a makeover, you’re welcome to convince us 😉
Ready to turn $10,000 into $30,000 (or more)?
According to Entrepreneur.com, the average ROI for law firms on Google Ads is 200%.
And that’s average. Our conversion-focused approach means that we can (and likely will) achieve *way* more than that.
So… is it worth it to you to turn $10,000 into $30,000?
If so, then book your free 20-minute consultation to see how our law firm PPC agency can help you turn $1 into $3 (or $5 or $6).
