Google Ads for lawyers
Signed cases for law firms in the most expensive auction on Google.
Legal has the highest cost per click and cost per lead of any industry. Tight practice-area Search, Local Services Ads and intake tracking cut waste on every case.
- Google Ads & Analytics certified
- 20+ years · millions in spend managed
- Canadian owned & operated
Average cost per lead in CAD †
Best format: Search Ads
$183.99WordStream by LocaliQ 2026 Search Advertising Benchmarks (via AdWave) · converted from USD at 1.3978
At a glance
Google Ads for lawyers, at a glance
Google Ads for lawyers from a Canadian-owned specialist with 20+ years in Google Ads, millions in managed ad spend and every Google Ads and Google Analytics certification. Google Ads for lawyers: practice-area Search, Local Services Ads and intake-qualified tracking that cut cost per signed case in the costliest auction.
Google’s own documentation: Google Ads Help
- Fully certifiedEvery Google Ads and Google Analytics certification.
- 20+ yearsRunning Google Ads since the AdWords days, with millions in spend managed.
- Canadian ownedBased in Toronto, Ontario, focused on Canadian markets.
Benchmarks
Average cost per lead by Google format.
For law firms, Search Ads is the best-performing format in published benchmarks. Every figure is in Canadian dollars — my job is to beat them in your market.
Average cost per lead · Canadian dollars
All figures in Canadian dollars. Canadian-measured benchmarks are shown as published. † No Canada-only figure is published for this format, so the North American benchmark is converted at $1 USD = $1.3978 CAD (Bank of Canada 2025 average). Your own market is benchmarked in your audit.
Playbook
How I lower cost per acquisition for law firms.
Practice-area campaigns
Each practice area priced on case value, never a shared budget.
Intake-qualified conversions
Only calls and forms that become consultations train the bidding.
Local Services Ads
Pay-per-lead placements alongside Search for local searches.
Law Society–aware copy
Ad copy written with Canadian professional conduct rules on advertising in mind.
Typical starting budget mix
A starting point. The audit sets your real mix from your data.
- Search50%
- Local Services Ads30%
- Remarketing12%
- YouTube8%
What good looks like
Law Firms account dashboard.
Law Firms — Google Ads
Last 12 months · CAD · Google Ads + GA4
Technical SEO & speed
A fast, fully indexed site for your law firms business.
A slow page or an unindexed URL wastes every dollar sent to it. Speed and indexing are part of every account I run.
PageSpeed & Core Web Vitals
Pass Google’s real-user assessment on mobile and desktop.
- LCPLoading≤ 2.5s
- INPResponsiveness≤ 200ms
- CLSVisual stability≤ 0.1
Good thresholds, met by 75% of real visits.
Speed up my siteGoogle Search Console
Every page that matters crawled, indexed and error-free.
- Not found (404)Restored or 301’d
- Soft 404Cleared
- Redirect chainsOne hop
- Duplicate canonicalsConsolidated
- XML sitemapClean & submitted
Made in Canada
Built for the Canadian market.
Most benchmarks and agencies are US-centric. Canadian auctions, seasons and privacy laws are different — and that’s where I’ve spent 20+ years.
Canadian owned & operated
Based in Toronto, Ontario. Your account is run here, by me.
Canadian market expertise
Province-level seasonality, CAD budgets and city-by-city competition across every industry.
CASL, PIPEDA & Law 25
Consent Mode and tracking set up for Canadian privacy rules, including Quebec.
English & French campaigns
Bilingual targeting and creative for national and Quebec audiences.
Free audit
Get a free audit for your law firms business.
I’ll personally review your campaigns, tracking and Merchant Center, then send a written breakdown of wasted spend and the fastest ways to lower your cost per acquisition.
- Reviewed by me, not a junior account manager
- Tracking and conversion accuracy check
- Benchmark vs your industry and the Canadian market
- No contract, no obligation
Prefer to talk? (416) 234-1871