GH
★★★★★
BRD Media is hands down the best marketing team for med spas. They understand the industry and what converts.
Gina HargisMed Spa Marketing
Law firm PPC is not about buying clicks. It is about signed cases. Legal is the most expensive category on Google. The average click runs about $8.58, and in Cook County a single personal injury click can hit $70 to $250. Run it blind and you will spend ten thousand a month and sign nobody. We build legal campaigns around cost per signed case: the right keywords, ruthless negatives, Local Services Ads, and an intake system that answers the phone.
See where your ad spend is leaking.
We review what you are running now, what is working, and what to fix first.
Free 30-minute call. No obligation.
BRD Media is hands down the best marketing team for med spas. They understand the industry and what converts.
Chris and his team got us to #1 on Google for our service area. Excellent experience.
They review our data and KPIs every month to make sure we are spending the best way possible.
Click-throughs were amazing and the price was well worth it. Amazing ROI.
They understand our marketing and are a trusted partner in driving results.
The targeting is so much better than traditional methods.
Such a professional and responsive team. Made the process simple and stress-free.
For injury-specific campaigns, see our personal injury lawyer marketing service.
Most firms think PPC means turning on Google Ads and waiting for calls. That is how budgets disappear. Real management is search campaigns structured by practice area, Local Services Ads with the Google Verified badge, a negative keyword list that kills ‘free,’ ‘pro bono,’ ‘salary,’ and ‘how to file’ before they drain spend, call tracking on every number, and follow-up that responds in minutes. You get a campaign managed against cost per signed case. Not impressions. Cases.
| Channel | You pay for | Legal cost (benchmark) | Intent | Best for |
|---|---|---|---|---|
| Google Search Ads | Per click | $70 to $250 per click (PI); about $131 cost per lead | Highest, actively searching | Capturing people looking for a lawyer right now |
| Local Services Ads (Google Verified) | Per lead | $50 to $250 per lead, higher retainer rate | High, plus a trust badge | Top placement above search, no keyword control |
| Meta Ads | Per lead or result | About $18 cost per lead (legal benchmark) | Lower, needs nurture | Volume and cost efficiency |
Highest click costs, highest case value. Keyword discipline and landing-page conversion decide whether you profit. LSA plus Search, with intake routing to a live answer.
Urgent, same-day intent. Call-focused campaigns for after-hours searches. Speed of response is the whole game.
Steady demand and lower click costs than PI. Search plus LSA, with remarketing to stay visible through a long decision.
→ Law firm marketingLower cost per lead and a longer consideration window. Search plus remarketing, with content offers that capture the slow researcher.
Multiple practice areas and offices that need structured, separated campaigns and tight intake to scale without waste.
Broad match is burning your budget. Your ads show for ‘law school’ and ‘free legal aid.’ We cut it with disciplined negative-keyword lists.
No call tracking. You cannot tell which $200 click became a client, so you optimize on guesses. We track every call back to the keyword.
Slow intake. Clio’s 2025 secret shop found only 40% of firms answered the phone and 48% were essentially unreachable. The lead was there. Nobody picked up. We route leads to a fast response.
One campaign for the whole firm. PI and estate planning need different keywords, budgets, and pages. Lumped together, both underperform.
Most agencies will not talk pricing on a service page. Here is the honest version for law firms.
Two costs, always separated, always transparent. Your ad spend goes to Google. Our management fee goes to us. We never bury one inside the other. Legal ad spend is real money, so plan on a meaningful monthly budget in personal injury or a dense Chicago practice area, and less for family law or estate planning in the suburbs. Cost per lead on Google for legal averages around $131 nationally and climbs in competitive markets.
Management is a flat monthly fee scaled to account complexity and spend. No percentage-of-spend games that reward us for spending more of your money. You get reporting that shows exactly where every dollar went, down to cost per signed case.
We do not run one generic legal campaign. Each practice area gets its own structure, because click costs, intent, and case value all change.
Highest click costs, highest case value. Keyword discipline and landing-page conversion decide whether you profit. LSA plus Search, with intake routing to a live answer.
Urgent, same-day intent. Call-focused campaigns for after-hours searches. Speed of response is the whole game.
Steady demand and lower click costs than PI. Search plus LSA, with remarketing to stay visible through a long decision.
Lower cost per lead and a longer consideration window. Search plus remarketing, with content offers that capture the slow researcher.
Google Ads is not one thing. Here are the campaign types that fit a law firm, and when each earns its budget.
The core. High-intent queries like “car accident lawyer near me,” structured by practice area with tight match types and negative keywords.
Pay-per-lead placement above paid search. Verification needs your bar license, malpractice insurance, and a background check, and takes about a week. We handle the application and the lead disputes.
Used selectively, with brand exclusions and audience signals, never as a set-and-forget catch-all.
For practice areas with a long decision window. Stay in front of the person comparing three firms.
For criminal defense and other areas where a phone call beats a form every time.
There is no single best channel. There is the right mix for your practice area and your math.
Google Search captures people actively looking for a lawyer right now. Highest intent, highest cost. Local Services Ads sit above search, charge per lead instead of per click, and convert to retained clients at a higher rate because of the trust badge. Meta Ads cost a fraction of Google for the same lead in many practice areas.
We do not pretend Google wins every time. For one Chicago personal injury firm, Meta beat Google on cost per lead by 28%. We put your budget where the cases are, and we show you the numbers either way.
We review your current account, intake, booking flow, and market to find what is leaking budget and where the cases are.
We build a focused 90-day plan: which practice areas to advertise, how to allocate budget, and which campaign types to run.
We build the campaigns, compliant ad copy, LSA, landing pages, and tracking, then go live.
Weekly adjustments off real lead and case data, not guesses. We prune wasted spend and scale what signs clients.
Once the account proves it signs cases profitably, we scale spend with confidence and expand into new practice areas.
We are a Villa Park agency that works the Chicago and Chicagoland legal market. We know what a PI click costs in Cook County and why a DuPage family law firm needs a different plan.
A Chicago personal injury firm came to us spending on Google with weak return. We restructured around Meta Ads with a tight intake workflow and generated 250+ qualified personal injury leads in four months, cutting cost per lead 28% below what Google was charging, at a 3.8x return. That firm did not have a lead generation problem. It had a channel and intake problem. Read the Marlon Law Firm case study.
Two parts: ad spend paid to Google, which is high for legal because clicks in competitive practice areas run $70 to $250, plus a flat monthly management fee scaled to your account. We separate and report both. The number we manage to is cost per signed case.
Usually both. LSA sits above paid search, charges per lead, and converts to retained clients at a higher rate because of the Google Verified badge. Standard Search gives you control over keywords, messaging, and landing pages.
We write ad copy and claims to respect the Illinois Rules of Professional Conduct on lawyer advertising (Rules 7.1 to 7.3), including no misleading or unsubstantiated comparisons. We are not your ethics counsel, but we build campaigns that do not put your bar standing at risk.
Almost always broad match with no negative keywords, no call tracking, and slow intake. You pay for clicks that never hire a lawyer, and the few real leads go unanswered. We fix the structure and the follow-up.
Search and LSA can produce calls within the first weeks once approved. LSA verification takes about a week. Profitability depends on intake. If your team answers fast, the math works quickly.
For paid traffic, yes. Sending expensive clicks to your homepage wastes them. A focused landing page built around one practice area converts far better, and we align it with the campaign.
Written by Chris DeWilde, founder of BRD Media. We run compliant Google Ads, Local Services Ads, and Meta Ads for law firms across Chicago and Chicagoland, managed to signed cases.
Sources: Clio Legal Trends Report (law firm intake and marketing data), 2025. WordStream and LocaliQ Google Ads benchmarks, legal vertical, 2025. Google Local Services Ads and Google Verified for legal services.
Tell us what you are running now. We will show you exactly what to fix and what it is worth.