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