Personal & Injury / Family
- Personal injury
- Car accidents
- Workers' compensation
- Family law
- Divorce
- Child custody
Criminal & Individual / Business
- Criminal defense
- DUI defense
- Immigration
- Employment law
- Business law
- Contract disputes
Property & Specialized
- Real estate law
- Estate planning
- Probate
- Bankruptcy
- Intellectual property
- Civil litigation
Built for law firms
High-intent searches into signed cases.
Legal clicks are among the most expensive on Google — which means every wasted one hurts. We build campaigns around the searches that signal a real case, landing pages that earn trust in seconds, and tracking that ties every call and consultation request back to the keyword that produced it. No black box, no vanity metrics — just a clear line from spend to cases.
Cost and ROI
What legal leads cost, and how the math works.
Every number below is either a published industry benchmark or a Pixelocity case study with its source linked. We do not quote averages we cannot back up.
What a legal lead costs
Legal is the most expensive vertical in paid search. WordStream's 2026 benchmarks put the average cost per lead for legal services at $131.63, roughly double the $66.69 cross-industry average, because a signed case can be worth thousands. The number to manage is cost per signed case, not cost per click.
How the ROI math works
Take your average fee per case and your consult-to-retainer rate. A firm that signs one in four qualified consults and earns $6,000 per case can afford up to $1,500 per signed case, or $375 per qualified consult, and still keep a 4:1 return. We work that arithmetic out with you before setting bids.
A published result
For Hassakis Law, a personal injury firm, rebuilding the account around qualified calls produced 19% more qualified leads at the same spend, with cost per qualified lead down from $172 to $144 and impression share up from 17.5% to 23.6%, year over year. Past results never guarantee future ones.
Your options
In-house, a typical agency, or Pixelocity.
Law firms usually weigh three ways to run Google Ads. The difference is who does the work, who owns the account, and how much of the reporting you can actually check.
| In-house (paralegal or marketing hire) | Typical PPC agency | Pixelocity | |
|---|---|---|---|
| Who runs the account | A staff member alongside their real job | A rotating account rep | Partner Sean Schimmel with founder Nick Ostroff on strategy |
| Account ownership | Yours | Often the agency's; history leaves with them | Always yours, built in your own Google Ads account |
| Tracking | Usually clicks and calls, rarely tied to retainers | Varies; often reported as leads without qualification | Calls, forms, and consults tied to keyword, then to signed cases |
| Reporting | Whatever the platform shows | A monthly PDF | Live review call, plain-English report, live dashboard |
| Commitment | Salary and training time | 6 to 12 month contracts are common | Month to month; Discovery Session first |
| Best for | Firms with a marketer who has PPC time and skill | Large firms that want volume above all | Small and mid-size firms that want case-level accountability |
How onboarding works
Five steps from first call to live campaigns.
- 01
Free consultation
A 30-minute call about your practice areas, your intake process, and what your marketing produces today.
- 02
Discovery Session
A 90-minute audit of your website, intake, existing ad account, and competitors, plus conversion-goal alignment and account access.
- 03
Tracking first
Call tracking, form tracking, and consult-booking tracking wired so every lead ties back to its keyword before a dollar is scaled.
- 04
Build and compliance review
Campaigns by practice area, negative keyword lists, and landing pages; your firm reviews every ad and page against attorney advertising rules before launch.
- 05
Launch, then monthly review
Continuous search-term policing and bid management, a live monthly call, a plain-English report, and a dashboard. Month to month, in an account you own.
Pricing
Management plans for law firms.
Tier A
$400per month
For ad budgets up to $2,500/mo.
- Campaign management
- Monthly review session
- Report + dashboard
Tier B
$750per month
For ad budgets up to $5,000/mo.
- Campaign management
- Monthly review session
- Report + dashboard
Tier C
$1,500per month
For ad budgets up to $10,000/mo.
- Campaign management
- Monthly review session
- Report + dashboard
FAQ
Legal marketing, answered.
Why are legal clicks so expensive on Google Ads?
Because a single signed case can be worth tens of thousands of dollars, firms bid the cost of clicks up accordingly — personal injury terms are among the most expensive on Google. That's exactly why structure matters: tight keyword targeting, aggressive negative keywords, and landing pages that convert mean you pay for case-ready searches, not curiosity.
Do you measure leads or signed cases?
Both — but cases are the goal. Every call and consultation request is tied back to the keyword and ad that produced it, so you can see which campaigns produce retainers, not just phone calls. No black box, no vanity metrics.
Are the leads exclusive to my firm?
Yes. The campaigns run in your own Google Ads account under your firm's brand. Nothing is shared, resold, or routed through a lead broker — and if we ever part ways, the account and everything in it stays with you.
Which practice areas do you work with?
Personal injury, family law, criminal defense, immigration, employment, business, estate planning, and the other areas listed above. The fundamentals — high-intent searches, trust-building landing pages, accurate tracking — transfer across practice areas; the keyword strategy is what changes.
What about attorney advertising rules?
Your firm reviews and approves all messaging before it runs. We build ad copy and landing pages to work within attorney advertising rules, and you have final sign-off — it's your name on the ads.
Ready for case-ready leads?
A free consultation — no pressure, no subscriptions. Just a clear read on your market and what a real legal lead engine would look like.
Schedule your free consultor call 310-817-0265