Legal Marketing: PPC for Law Firms
The legal industry faces some of the highest CPCs in all of paid search.
Personal injury keywords can exceed £200 per click. But the potential client value justifies aggressive bidding when done correctly.
One case can be worth tens of thousands. The ROI math works, but only with tight targeting.
Why Legal PPC is Different
Legal advertisers face:
- Extreme competition from national firms
- Strict bar association advertising rules
- High-value, high-consideration decisions
Campaign Structure
Segment by practice area:
| Practice Area | Typical CPC | Client Value | | :--- | :--- | :--- | | Personal Injury | £100 to 200 | £10k to 100k | | Family Law | £30 to 80 | £3k to 10k | | Business Law | £20 to 50 | £5k to 50k | | Criminal Defence | £50 to 120 | £3k to 20k |
Local Focus
Most legal clients search locally. Use Google Ads with location targeting down to postcode level.
Local Service Ads (LSAs) are increasingly important for legal. They appear above traditional search ads.
Ad Copy Requirements
Include:
- Geographic focus
- Practice area expertise
- Clear call to action (call or book consultation)
Avoid guarantees or outcome promises. Bar associations frown on these.
Take Action
Learn more about advertising for professional services or get your free audit.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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