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We Are The Premier Legal PPC Agency

Google Ads work. They are largely the reason why Google’s worth 1.36 Trillion dollars, so if they’re not working for you, there’s a problem.

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Running a Google Ads campaign — or a pay-per-click campaign — for your law firm is one of the fastest ways to bring quality leads to your law firm. 


If it’s done right, that is. 


That’s why Neon Ambition handles every detail of your PPC campaign, with experts who are dedicated to connecting your practice with more potential clients.


As you’re likely aware, PPC for lawyers and law firm-related keywords can be some of the costliest keywords on Google depending on your area of law. Whether you’re the marketing manager at a law firm or a partner, we make sure you get a good return on your investment while generating more leads and more calls from high-quality prospects than if you try to run them yourself.

Want to talk about campaign development?

Want to talk about campaign development?

Questions to Keep in Mind When Searching for your next PPC Management Agency

At Neon Ambition, we recommend asking the following questions about any legal PPC management agency you’re working with or considering working with:

  • Who’s in charge of optimizing my account and how many years of experience do they have running legal campaigns?
  • Who owns our Google Ads account? Please note that if an agency is asking you to pay them and then they pay Google, in Google’s eyes the account is owned by the agency. Neon Ambition does not operate this way and all our clients have full access and ownership of their accounts.
  • Who are your PPC experts and what are their qualifications? 
  • What is your reporting like, and what details does it include? Is it only monthly or can I access reporting details at any time? Does it show you the cost per click you are paying and the total amount spent on the campaigns? If not, your agency isn’t sharing all the details with you and is likely keeping a big portion of your budget for their management fee. Our reporting dashboards also update 24/7/365 everytime you open the link.
  • Do you work with any other competing lawyers in the same practice area in the same city as me?
  • What results have you secured for other law firms?
  • How many accounts do your project or account managers handle?

At Neon Ambition we feel one of the best ways to show our expertise is by auditing your current campaign to tell you how we could improve it and set realistic expectations for your ROI. We look at where your PPC campaign is, where you want to be, and look for ways we would improve your campaigns. By understanding these factors, we can help build a realistic picture of what you can achieve with us managing your PPC accounts and what it will take to get there. 

If you aren’t running Google Ads yet, we can do research on how people are searching for a firm like yours and help you understand what type of budget will be necessary to succeed.

Ready to discuss how Google Ads can help your firm? 

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Common Mistakes We See in PPC Management for Lawyers

At Neon Ambition, we often work with attorneys and law firms who have made costly mistakes in their legal PPC campaigns. This ends up wasting everyone’s time and money, ultimately benefiting Google’s shareholders and your competition. Here are the mistakes we see most often:

You’re focusing on the wrong success metrics

Often we speak with firms who want to know how low we can get their CPA or cost per acquisition/lead. We instead like to flip our clients mindsets to focus on cost per case. Would you rather pay $100 per lead and have one out of ten leads convert into a client or pay $250 per lead but have one out of three leads turn into a client?

Your keyword strategy isn’t tight enough

For instance, the keyword “18 wheeler accident attorney” is a better term than “car accident law”. The second term is more informative and doesn’t indicate that the person is actually looking for a lawyer.

Your landing page isn’t compelling

Once PPC drives clients to your law firm, your website needs to be ready to convert that visitor into a lead using strong calls-to-action. Your landing page should inspire trust, with testimonials and details about your practice areas that demonstrate your expertise. It also needs to provide an easy way for prospective clients to contact you. If leads call your law firm, they should speak to a live person. An answering service can help you capture every call.

Inadequate Ad Copy

Ad copy should be engaging and informative, and should clearly communicate the benefits of the law firm's services. Poor ad copy can result in lower click-through rates and poor conversion rates.

Ignoring negative keywords

Negative keywords are keywords that should be excluded from ad targeting because they are irrelevant or likely to result in poor performance. Failure to properly use negative keywords can result in wasted ad spend and poor performance.

You’re using PPC in a vacuum

Pay-per-click campaigns can be effective in driving leads fast, but the legal space is so competitive that often PPC alone is not enough.Combining this tactic with other legal marketing strategies like SEO is where you really see big differences as people will often make multiple searches when they’re trying to find the best firm. If they see your firm at the top in Google search ads as well as below in the Map Pack and/or organic results, it only reinforces that you are someone they should be speaking with. We call this the Golden Trifecta of search!

Your keyword strategy lacks creativity

Keeping costs down requires some creativity. Anytime you add “lawyer” or “attorney” to a keyword you can expect your CPC to increase. “Car Accident Not My Fault” can lead you to the same “car accident attorney” searcher for a tenth of the cost.

Your bidding strategy is wrong

80% of the accounts we audit start with conversion bidding, or simply stick to manual cpc bidding. By instead starting with a "Maximize Clicks" bidding strategy on Google Ads it allows you to generate traffic to your website and gather data on how users interact with your ads. This data can then be used to optimize your campaign and identify which keywords and ad placements are driving the most clicks and conversions. Once you have enough data, you can switch to a conversion based bidding strategy to optimize for actual conversions rather than just clicks, which can lead to better ROI and overall campaign performance. Knowing when to make this switch is key.

You (or your agency) don’t have a competitive edge

As a Google Partner and two-time Google All-Star Partner, Neon Ambition has access to Google Ads Beta programs and is one of a handful of agencies in America that can give our clients a competitive edge through access to Google Ads Alpha programs, allowing them to try out new features and campaign types before the general public has access.

You’re hoping your in-house marketing manager can out-optimize agency specialists

Another advantage we have over even an experienced in-house PPC manager is the volume of accounts we have managed over the past nine years. Across many different practice areas and with millions of dollars of annual spend, we have access to a tremendous amount of data on what works and what doesn’t for law firms.

You’re not working with experts

Neon Ambition only employs the best. Our Head of Paid Search & Paid Social at Neon Ambition is Rocco Baldassarre. He is a Digital Marketing Teacher at Duke University and a three-time Google Partners All-Star winner. He has won over 25 awards for the results of his lead-gen campaigns and is the only recipient of the Microsoft MVP for Marketing and Advertising. Simply put, Rocco is among the top paid search marketers in the field right now. We know that’s an audacious statement, but we’re ready to back it up.

Neon Ambition’s Legal PPC Services

Our agency specializes in helping all types of law firms with their marketing and PPC campaigns, including personal injury attorneys, family law firms, immigration lawyers, bankruptcy lawyers, corporate law practices, and every kind of law firm in between, across the country and internationally.

When someone needs an attorney with your specific experience, Neon Ambition can help them find your law practice in a few ways:

Google and Bing Search Ads

Google and Bing Search Ads are digital advertising platforms that allow businesses to display ads to people who are searching for specific keywords on those search engines. These ads can appear at the top or bottom of search engine results pages — also called SERPs — and are highly targeted to people who are actively searching for products or services related to the keywords targeted in the ad campaign.


For law firms, Google and Bing Search Ads can be a valuable tool for several reasons:

  • They’re targeted advertising. Search ads allow businesses to target specific keywords related to their services, ensuring that their ads are seen by people who are actively searching for legal services in their area.
  • They increase your visibility. Search ads can appear at the top of search engine results pages, making them highly visible to potential clients. This means that law firms that use search ads are more likely to be seen by people searching for legal services in their local area.
  • They’re cost-effective. Because the cost of Google Ads are determined by your fellow peers using an auction based pricing model, search ads can be cost-effective compared to offline marketing. While not every person who clicks on your ad will become a customer, that is factored into the pricing model as is the value of your potential clients. We love working with law firms because it’s often easy enough to get them ROI with just a few new clients.

Put simply, Google and Bing Search Ads work when managed properly. By using search, display and video ads in conjunction with other online marketing strategies, law firms can create a comprehensive and effective digital marketing plan that helps them to grow their business and attract new clients.

Local Service Ads (LSAs)

Google Local Service Ads, also called LSAs, is a pay-per-lead advertising platform developed by Google that allows businesses to advertise their services directly to potential customers in their local area. LSAs appear at the very top of Google search results and on Google Maps, making them a highly visible and effective way for businesses to reach new customers.


LSAs can be particularly valuable for Law Firms. Here’s how:

  • They increase visibility. LSAs appear at the very top of Google search results, making them highly visible to potential clients. This means that law firms that use LSAs are more likely to be seen by people searching for legal services in their local area.
  • They bring in quality leads. LSAs only charge businesses for leads that are actually interested in their services. This means that law firms that use LSAs can be confident that they are only paying for high-quality leads that are more likely to convert into clients. If a lead isn’t in your service area or doesn’t have a case type you are interested in you can reject and not pay for the lead.
  • They build trust and credibility. LSAs are designed to give potential customers confidence in the businesses they choose to work with. This is accomplished by verifying the business's identity, licensing, and insurance, as well as providing customer reviews and ratings.
  • They’re cost-effective. LSAs charge businesses on a per-lead basis, which means that law firms can control their advertising costs by setting a budget and only paying for leads that are interested in their services.

LSAs are an effective way for law firms to drive traffic to their website, attract new clients, and build trust and credibility. LSAs can be effectively used as part of a larger online marketing strategy that can help your firm grow.


Google Map Ads

You’re probably familiar with Google Maps’ functionality for finding your way around town, but when it comes to advertising, local business listings are critically important.

When you use the Google Maps extension within Google Ads, it can increase your paid ad impressions of the listing itself. When potential clients search for a law firm in their local area, Google Maps often appear as one of the top results, along with other local directories like Yelp.

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By optimizing a Google Map listing, a law firm can ensure that its name, address, business hours, and phone number are accurate and up-to-date, making it easy for potential clients to find and contact them. A firm can also add photos, descriptions, and other relevant information to their listing, such as their areas of practice and client reviews.

In addition, Google Maps offers a feature called "Google My Business," which allows law firms to create and manage their online presence across Google. This can help a law firm to stand out from competitors and increase its visibility in local search results.

Display Ads

Google Display Ads allows businesses to create and display graphic-based ads on a vast network of websites, apps, and videos. Unlike text ads used in Google search ads, display ads can be highly visual and can appear in a range of formats, including banners, videos, and interactive ads.

Screenshot 2023-05-11 at 10.36.35 PM 2Here’s why your firm should think about using Google Display Ads:

  • They increase visibility. Display Ads can reach a vast audience of potential clients on websites and apps across the internet beyond those simply making searches on Google.
  • They’re targeted advertising. Display Ads allow businesses to target specific audiences based on demographics, interests, and online behaviors. This means that law firms can create ads that are more relevant to their target audience, increasing the chances that those ads will lead to new clients.
  • They’re cost-effective. Display Ads are typically much less per click compared to Google Search Ads. They also have a lower conversion rate than Search Ads, but, because of their visual element, they can also be more memorable.
  • They build brand awareness. Display ads can be an effective way for law firms to build brand awareness and establish themselves as thought leaders in their industry.

Google Display Ads are also great for making you stand out so potential clients contact you. Along with other online marketing strategies, Google Display Ads can help you target your highest-potential leads so you can land more clients and grow your practice.

Retargeting Ads

Retargeting Ads, also known as Remarketing Ads, allow businesses to target ads to people who have previously visited their website or interacted with their brand in some way. When someone visits a law firm's website, a cookie is placed on their browser, which allows the law firm to show them relevant ads on other websites they visit after the potential client leaves their site.


Here’s how Retargeting Ads can help you drive more business:

  • They increase conversions. Retargeting Ads allow law firms to target people who have already shown an interest in their services but who might not have converted on the first visit, increasing the chances that those people will come back and become a lead.
  • They’re cost-effective. Like Display ads, Retargeting Ads can be cost-effective compared to Search Ads as the cost per click is typically much less than a search ad click.
  • They improve brand awareness. Retargeting Ads can be an effective way for law firms to increase their brand awareness and establish themselves as thought leaders in their industry. By creating informative and engaging ads, law firms can increase their visibility and credibility with potential clients. You only pay when leads click on your ad, so all the impressions/views your retargeting ads get that don’t generate a click still help build brand awareness and can keep your firm top of mind.
  • They’re personalized. Retargeting Ads can be personalized to the individual, making them more relevant and engaging. By tailoring their ads to the interests and behaviors of their target audience, law firms can increase the effectiveness of their marketing campaigns.

One thing you need to keep in mind, though: Retargeting Ads are subject to Google's advertising policies and guidelines for privacy. This means law firms have to avoid serving users ads that are about something that would be considered private. Don't worry, though. If you’re curious about Retargeting Ads, Neon Ambition will make sure you stay compliant.

Mobile Ads

Mobile Ads are designed to be displayed on mobile devices such as smartphones and tablets. These ads can appear in mobile apps, on mobile websites, or in mobile search results and are specifically designed to be viewed on smaller screens.



This means they can be especially impactful for personal injury firms. People might immediately search for a lawyer at the scene of their accident using their phones, which means your ad will reach them right when they need you most. 

But they’re not just effective for PI. Mobile Ads can also offer a great return on investment for law firms with many different practice areas, because:

  • They’re targeted advertising. Mobile Ads allow law firms to target specific demographics, such as location, age, gender, and interests. This means that law firms can target their ads to people who are more likely to need legal services in their local area.
  • They offer instant access. Mobile Ads provide users with instant access to law firms when they need it most. If someone is facing a legal issue and needs immediate assistance, they can quickly search for local law firms on their mobile device and be presented with relevant ads from firms in their area.
  • They’re cost-effective. Mobile Ads can be cost-effective, with businesses only paying when someone clicks on their ad. This means that law firms can control their advertising costs by setting a budget and targeting their ads to the most relevant audience.
  • They increase conversion rates. Mobile Ads can be highly effective at converting potential clients into actual clients. Because mobile ads are displayed at the moment when someone is searching for legal services, they can be more likely to result in a conversion than other forms of advertising.

Overall, Mobile Ads will help law firms looking to increase their online visibility and reach potential clients when they need legal services most.

Let's talk about how we can customize the right PPC campaign for your law firm.

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Additional Benefits of PPC for Lawyers

If you’ve noticed competing law firms using Google ads and PPC to grow their firms successfully, it’s not too late for you to make your mark, too. Neon Ambition can help you capitalize on these benefits of PPC:

  • PPC for law firms gets you seen at the top of the search results, without the long game of organic SEO. Typically you can start to generate leads from your PPC campaign within a matter of days. Of course, the size of your budget will determine how long it takes you to generate enough traffic to turn into high-quality leads. The more you spend, the more clicks you get and the better your opportunity of turning those visitors into cases.
  • You pay only for high-intent visits. PPC is a good way to control your marketing spend. Keywords for attorneys are among the most expensive, but you only pay when someone clicks. When you work with Neon Ambition, we make sure your ads are tightly targeted and are written so a larger portion of your intended audience finds and contacts you while ensuring your ads do not show for searches related to cases you do not want.
  • PPC puts your marketing message where your clients are looking. No one is looking for a family lawyer in the Yellow Pages anymore. PPC makes sure you’re meeting your clients where they are searching, right at the very moment they have a need.
  • Retargeting ads for lawyers allows you to advertise even after they've left your site. Thanks to retargeting ads, your display ads can appear on other websites after they've left your site, serving as a reminder that you’re there for them if they haven’t found a lawyer yet. There are some rules about this to prevent someone who is, say, looking for an attorney for a workplace discrimination lawsuit from being asked “are you still looking for an employment attorney?” on a shared workstation, but we will make sure your ads will be effective and compliant.


  • PPC gets you measurable results. With PPC advertising, law firms can track their results in real time and adjustments can be made as needed.
  • PPC improves your conversion rates. Because PPC ads are highly targeted, they can be more effective at converting potential clients into actual clients. This means that law firms can see a higher return on their advertising investment by using PPC campaigns.

Why Google Support is Not Enough for Your PPC Needs

Google Ads support can be a helpful resource, it is not always enough to fully optimize a law firm's PPC campaign.


Trying to go it alone can pull you away from billable hours, and you likely won’t get the results you’re looking for.  

By working with an agency, you can create campaigns that are tailored to your law firm's specific goals and target audience, resulting in better performance and higher conversion rates. An agency can also help you manage your budget and maximize your ROI. 

Here's something else to keep in mind —PPC campaigns require ongoing monitoring and optimization to ensure that they are performing at their best. An agency can continuously monitor and optimize your campaign and make data-driven decisions that improve performance, freeing up your time.

At the end of the day, there are tools and technologies agencies have access to that can provide additional insights into campaign performance, or they can automate tasks to help you get ahead of the pack. Google Ads support simply can’t provide these same benefits, the way an agency can.

The Law Firm PPC Professionals You Need

We’re going to be straight with you: Most lawyers get burned on their PPC campaigns. When most law firms call Neon Ambition, they’ve worked with an agency or two — or five — and haven’t gotten the results they want.

We’re here to change that.

Neon Ambition is the last legal PPC agency you’ll need. Our team has the experience and training, and we know what drives results.

Just like how every case you take on is different, no two PPC campaigns are alike. That’s why we want everyone who wants to work with us to speak to our founder, Jordan Slover. Instead of speaking with a sales representative with a quota, you will be speaking with someone who worked for Google, leading the Google Analytics Partner program for 17 countries, and used that experience to build our agency from the ground up.

Give us thirty minutes of your time and we can show you how we can make PPC work for your law firm — even if you’ve struggled to make it work before.


Find out how Neon Ambition can help you generate more Personal Injury traffic and leads. We'll get back to you within 24 hours.