PPC · Law Firms
When someone types "personal injury lawyer Calgary" into Google, they have a case and they're ready to call. Google Ads for law firms puts your practice at the top of that exact moment — above the map pack, ahead of competitors, in front of clients ready to hire today. Big Fox Agency runs PPC for Calgary and Alberta law firms — measured against signed cases, not clicks.
+316%organic leads“…showing up near the top of pretty much every search we could ask for.”
Ian Dudgeon · Google review
A Specialist Discipline
Clicks in competitive practice areas can cost $30–$100+, ad copy has to satisfy Law Society advertising rules, and one mismanaged campaign can burn a month's budget on tire-kickers. We run law-firm Google Ads the way a partner would:
Tight targeting on brutally expensive clicks
Law Society–compliant ad copy
Conversion-built practice-area landing pages
Every lead tracked to the retainer it became
The Challenge
Legal keywords are some of the most expensive in all of Google Ads. The difference between a campaign that prints cases and one that drains the trust account comes down to four things most agencies get wrong:
"Personal injury lawyer" and "criminal defence lawyer" are among the priciest keywords in Google — a single click can run $50–$100+. Loose targeting means you pay top dollar to be found by people who will never hire you.
Free-consultation seekers, opposing parties, and people who can't afford counsel all click the same ads. Without call screening and conversion tracking, you optimise toward form-fills instead of actual retainers.
Alberta's advertising standards limit claims, guarantees, and how results are presented. Generic ad templates get firms into trouble; compliant copy still has to win the click.
Sending paid clicks to a slow homepage wastes the spend. Practice-area landing pages built for one case type — with the right proof and a fast intake path — convert several times better.
What We Do
The Short Answer
Google Ads for law firms places your practice at the top of high-intent searches like "personal injury lawyer Calgary" and routes those clicks to conversion-built landing pages. Campaigns are managed around cost per signed case — with call tracking, negative keywords, and Law Society–compliant ad copy — not vanity clicks.
We start with the practice areas worth advertising — the case types where a client is worth thousands and speed-to-lead wins. For each, we research the exact searches your future clients run, build tightly themed ad groups, and write compliant ad copy that earns the click without crossing Law Society lines. High-intent terms get the budget; the expensive, low-intent ones get filtered out with negative keywords before they ever drain the account.
Then we make every click count. Clicks land on practice-area landing pages built to convert — clear proof, a fast intake path, and click-to-call front and centre. Calls and forms are tracked back to the campaign, keyword, and ad that produced them, so you see cost per signed case, not just cost per click. Each month we shift budget toward what books retainers and cut what doesn't, so the account compounds instead of leaking.
You see all of it. Every month we report on cost per signed case, which practice areas and keywords are producing retainers, and where the budget moves next — in plain language, not a vanity dashboard. That transparency is how a firm knows its ad spend is buying cases, not just clicks, and where to invest as the account matures.
Every campaign is built to be persuasive and compliant — we work within the Law Society of Alberta's rules on advertising, testimonials, and how results are presented, and flag anything that needs your firm's sign-off.
Google Ads works best as part of a complete legal-marketing system. See the full picture in our pages on
Practice Areas
Not every practice area should be advertised the same way — or at all. Personal injury and criminal defence reward aggressive, high-intent paid search; family and estate work convert better with a patient, trust-first approach. We point your budget at the case types where Google Ads actually pays for itself, and tune the bidding, copy, and landing pages to how each kind of client decides.
The most contested keywords in legal — and the highest case values. We run aggressive, tightly-targeted search campaigns with call tracking so you pay for signed cases, not clicks from claimants who'll never retain.
Urgent, high-intent, and often after-hours. We build fast-loading mobile landing pages and dayparted bidding so your firm is the first call when someone needs a lawyer now.
An emotional, considered decision. We pair search ads with trust-first landing pages and lead nurturing for a longer path from first click to consultation.
Time-sensitive and search-driven. We capture the high-intent "DUI lawyer near me" moment with compliant copy and a frictionless intake path.
Lower volume, higher value. We target the specific service and "near me" searches that back up your referral pipeline with a visible, credible paid presence.
The Full Funnel
The full paid-search engine behind your law-firm campaigns — Search, Performance Max, and remarketing.
Explore PPC managementRank in the map pack for "lawyer near me" so you capture the high-intent clicks you are not paying for.
Explore local SEOFast practice-area landing pages so your ad spend lands on pages built to turn clicks into consultations.
Explore web designCompounding organic rankings that lower your blended cost per case while your ads do the heavy lifting today.
Explore law-firm SEOBe the firm ChatGPT and Google AI Overviews name when someone asks for a Calgary lawyer.
Explore GEO / AI searchThe complete legal-marketing picture — SEO, ads, websites, and content built to sign more cases.
See law-firm marketingBuilt for Law Firms
Specialised pages that go deeper than the overview — law firms marketing tuned to how you actually win clients.
Proof, Not Promises
These are the revenue outcomes our paid and search system produces for Calgary and Alberta service businesses — the same discipline we bring to your firm's Google Ads, measured to the cases it books, not the clicks it buys.
Organic Queries
+1100%
More Leads
3×
Revenue Generated
$300K
In new revenue within 6 months
Inquiries
+195%
Organic Rank
TOP 3
Revenue Growth
3× Revenue
Revenue Growth in Pipeline
Organic Traffic
+61%
Click-Through Rate
+106%
Lead Growth
+316%
More organic leads in 3 months
More Leads
2×
Revenue Growth
3×
Return on Ad Spend
762% ROAS
Return on Ad Spend
Impressions
+342%
To Recovery
10 Days
Organic Growth
+432%
More organic clicks in ~10 days
Organic Queries
+1100%
More Leads
3×
Revenue Generated
$300K
In new revenue within 6 months
Inquiries
+195%
Organic Rank
TOP 3
Revenue Growth
3× Revenue
Revenue Growth in Pipeline
Organic Traffic
+61%
Click-Through Rate
+106%
Lead Growth
+316%
More organic leads in 3 months
More Leads
2×
Revenue Growth
3×
Return on Ad Spend
762% ROAS
Return on Ad Spend
Impressions
+342%
To Recovery
10 Days
Organic Growth
+432%
More organic clicks in ~10 days
Organic Queries
+1100%
More Leads
3×
Revenue Generated
$300K
In new revenue within 6 months
Inquiries
+195%
Organic Rank
TOP 3
Revenue Growth
3× Revenue
Revenue Growth in Pipeline
Organic Traffic
+61%
Click-Through Rate
+106%
Lead Growth
+316%
More organic leads in 3 months
More Leads
2×
Revenue Growth
3×
Return on Ad Spend
762% ROAS
Return on Ad Spend
Impressions
+342%
To Recovery
10 Days
Organic Growth
+432%
More organic clicks in ~10 days
Brands that trust us
Law Firm PPC Questions
Still chewing on it? Drop us a note — we'll answer plainly, no sales pitch.
It depends on practice area. Competitive areas like personal injury and criminal defence can run $30–$100+ per click, so most firms start with a media budget of at least $2,000–$5,000/month plus management. We scope the budget to your target case types and report every dollar back to cost per signed case, not just clicks.
Find Big Fox in Calgary
