More signed cases. Fewer tire-kickers.
Over twenty years running Google Ads for personal injury, mass tort, criminal defense, estate planning, family law, and business litigation firms. Senior strategists, no offshore hand-offs, and reporting that ties spend to signed cases — not just clicks.
We don't run ads for every firm. We run them well for these.
Legal advertising isn't one job — it's six. Each practice area has its own buyer, its own economics, and its own pitfalls. We learn yours.
Personal Injury
High-intent local search, geo-targeting at the jurisdiction level, and lead-quality filtering. Volume matters — and so does which cases you sign.
Mass Tort
National campaign mechanics, qualification at the form level, and call routing for high-volume intake. We've worked the mass tort funnel for years.
Criminal Defense
24/7 lead capture, urgent-intent keywords (DUI, arraignment, bail), and ad copy that reaches people in actual crisis without sounding opportunistic.
Estate Planning & Probate
Longer consideration cycles, education-led ad copy, and content-supported funnels. Trust is the conversion, not urgency.
Family Law
Sensitive ad copy, careful audience targeting, and intake processes that respect the emotional reality of divorce, custody, and domestic cases.
Business & Civil Litigation
B2B targeting strategy, longer sales cycles, multi-touch attribution, and lead scoring to separate qualified prospects from research-stage browsers.
Legal PPC is its own discipline. Most agencies treat it like everything else.
Generic PPC management gets law firms in trouble — wasted spend on non-clients, disapproved ads, and reports full of clicks that never become signed cases.
After twenty-plus years, we know the legal-specific failure modes by name. Here are the four that cost firms the most.
Restricted-category violations.
Google flags "Legal Services" as a restricted category. Generic agencies trigger the gates with sloppy ad copy or wrong landing pages — and your ads run at half-capacity for weeks before anyone notices.
We pre-clear ad copy against Google's legal restrictions before launch. Landing pages get the same review. If something gets flagged, we have it back online within 48 hours — not 4 weeks.
No negative-keyword discipline.
"Lawyer" without negatives pulls "lawyer jokes," "lawyer salary," and DIY researchers. Without aggressive negative lists, half your spend goes to people who'll never become clients.
We build practice-area-specific negative keyword libraries on day one and refine them weekly. Your spend goes to people actually looking to hire — not to people researching free legal information.
Lead volume, not signed cases.
Most reports show "form submissions" or "calls." But signed retainers are what actually pay the bills, and you can't optimize what you don't measure.
We tie call tracking and form fills to your CRM so we report on signed cases, not just leads. The metric that matters is the one driving optimization.
Bar rule blindness.
States like New York, Florida, and Texas have specific advertising rules for attorneys. Agencies that don't review for compliance can expose firms to bar complaints — even when the ads are running well.
We review ad copy against the bar advertising rules in your jurisdiction. If something needs your bar counsel's review, we flag it before it runs.
What "good" looks like for a law firm.
Concrete deliverables. Not "comprehensive digital strategy" — specific things we do every month for every legal client.
Practice-area keyword research
Not "lawyer near me." Real intent-mapping based on how clients in your specific practice area actually search.
Negative keyword libraries
Built per practice area, refined weekly. Your spend goes to qualified searchers — not to free-legal-info browsers.
Call tracking tied to your CRM
Every call attributed to the campaign that generated it. Every form fill mapped to the lead source.
Signed-case attribution
Not just leads. We track which campaigns produced retainers — and double down on the ones that work.
Compliance review of ad copy
Every ad reviewed against Google's restricted-category rules and your jurisdiction's bar advertising rules.
Jurisdiction-level geo-targeting
County, zip code, even radius targeting around courthouses. Not "state of New York" — that's where money goes to die.
The team at Internet Ad Pros is tops in their industry! I manage marketing programs for over 20 law firms and have never found another team that can produce the results that I get when working with Murray and Travis. I highly recommend them to anyone who wants to know where to spend their money for PPC ads, and where not to spend their money. Don't hesitate!
Real
Attorneys.
What other firms have said about working with us — pulled straight from their Google Reviews.
What attorneys ask before the first call.
Interview us.
See if we’re the right fit.
Call us directly, or send a message and we'll get back the same day. Either way, it's a real conversation about whether we're the right fit — no pitch deck, no contract talk.
Pick up the phone.
(516) 756-0138 Call Now-
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You talk. Practice areas, jurisdiction, what your intake looks like, where leads are or aren't coming from.
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We're honest. If your spend won't justify our fee or you'd be better off with another agency, we'll say so.
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You decide. No follow-up campaign, no pitch deck. Just clarity on whether we're a fit.