Free marketing audit for your business. No commitment.
- (425) 954-3452
- info@kihanmarketing.com
- Seattle, WA | Serving Nationwide
Predictable case flow for law firms, built on Google Ads.
Some months you have more cases than you can handle. Others, the pipeline is dry. Without predictable law firm Google Ads management, growth planning is impossible and associate utilization suffers. The fix isn’t buying random lawyer leads, it’s a system that produces qualified case inquiries on demand.
We build targeted campaigns that bring qualified case inquiries consistently, focusing on your highest-value practice areas like personal injury, family law, and criminal defense. This is attorney Google Ads management built around signed cases, not click counts.
Google Ads for lawyers, targeting people actively seeking legal representation
Ads with pay-per-lead pricing
Case evaluation forms that pre-qualify every legal lead before it reaches you
Call tracking and client intake CRM integration for lawyers
Cost per signed case and revenue attribution
A clear, structured process so you always know what’s happening and what’s next.
Identify your highest-value practice areas and ideal case profiles.
Google Ads and LSA campaigns targeting people actively seeking legal help.
Campaigns generate inquiries. Multi-step intake forms pre-qualify leads.
Focus budget on practice areas with highest case values and close rates
Every feature serves one purpose: driving real results for your business.
Practice-area search campaigns targeting high-intent legal queries, built on exact and phrase match, not broad-match waste.
Google-screened attorney leads with pay-per-lead pricing.
Dedicated, practice-area landing pages built to convert paid clicks, never your homepage.
Track every call and form submission to its source campaign.
Re-engage people who visited your site but did not contact you.
Every click, call, and form tied to campaign, keyword, and cost per signed case.
Legal keywords are the most expensive clicks on Google, and most law firm accounts waste budget on the wrong ones. The searches that sign cases, high-intent and practice-area specific, are a narrow slice, and everything else is money spent to lose. We build the account around the practice areas that actually repay paid acquisition.
The number that matters is cost per signed case, not cost per lead. A single matter can be worth a great deal, so a lead that looks expensive can be a bargain, while cheap inquiries that never qualify are the real waste. We track every click through to a signed case so budget follows what pays.
And intake decides the outcome. A prospect who submits a form at nine at night is contacting two other firms in the same sitting, so we pair the ads with fast, tracked intake, because the firm that responds first very often signs the matter.
Services that pair well with law firm Google Ads.
Cost per lead is the number agencies quote. Cost per signed case is the number that decides whether the work pays, and the gap between them is where most legal marketing budgets are won or lost.
The framework below shows how the math works, from ad spend down to cost per signed case. The point is simple: cost per lead is easy to quote and almost meaningless, while cost per signed case is the number that decides whether the ads pay.
| Step | What it measures | Why it matters |
|---|---|---|
| Ad spend | Your monthly budget | The input you control |
| Inquiries | Leads the ads generate | Cost per inquiry falls as targeting sharpens |
| Qualified rate | Share worth your team's time | Filters out the leads that never convert |
| Retention rate | Share that become clients | Where follow-up speed decides the outcome |
| Cost per signed case | The real efficiency of the channel | The only number that tells you if the ads pay |
Two things this makes obvious. A channel producing cheap inquiries that do not qualify is more expensive than one producing fewer, better ones, and no cost-per-lead report will show you that. And the qualification rate is usually the cheapest number to improve, because it is set by your intake questions and your ad targeting rather than by your budget.
Not every practice area repays paid acquisition. The ones that do share three traits: urgency, a case value high enough to absorb the cost, and a decision made quickly enough to trace a click to a signed matter.
| Practice area | How the prospect arrives | What that means for spend |
|---|---|---|
| Personal injury | Urgent, high intent, shopping several firms in an hour | Highest case values and the most competitive clicks in legal |
| Criminal defense | Immediate, often at night or on a weekend | Works well, but only if someone answers outside office hours |
| Family law | Urgent but emotionally slow, long consideration | Steady demand, and follow-up matters more than first response |
| Estate planning | Planned, unhurried, price aware | Lower urgency, so content and reviews carry more of the work |
| Business and immigration | Researched, referral heavy | Narrower volume, and often better served by search than by ads |
Attorney lead marketplaces sell the same inquiry to several firms. You pay per lead, you compete on who calls back first, and you own nothing when you stop.
| Purchased leads | Leads you generate | |
|---|---|---|
| Exclusivity | Shared with competing firms | The inquiry comes to you alone |
| Speed to first case | Days | Weeks for ads, months for search |
| Cost behavior | Per lead, rising with competition | Falls per case as the channel matures |
| What you own at the end | Nothing | The pages, the tracking, the rankings and the phone number |
| Control over qualification | Little | You set the questions and the filters |
A reasonable position for most firms is both for a period, with purchased volume coming down as the channels you own mature. What is not reasonable is treating a marketplace as a permanent strategy, because the cost per case rises every year that competitors bid against you for the same shared inquiry.
A prospect who submits a form at nine in the evening is contacting two or three other firms in the same sitting. The firm that responds first is very often the firm that signs the matter, whatever either side spent to create the inquiry.
We keep pricing simple and scoped to your goals, month to month with no long contract. Ad spend is paid directly to Google rather than through us, so you can see exactly what reaches the auction. We work the budget backwards from what a signed case is worth to you.
Most firms see inquiries within the first week of launching campaigns. Consistent, optimized lead flow typically develops by month 2, the kind of predictable legal Google Ads management you can plan growth around.
Personal injury, family law, criminal defense, and immigration typically perform well, whether that’s Google Ads management for personal injury lawyers or Google Ads management for family law. We optimize for your specific practice areas and market.
Multi-step intake forms ask qualifying questions before a prospect reaches your team. This filters out unqualified inquiries (so you get personal injury lawyer leads worth pursuing, not noise) and saves attorney time.
Yes. We manage the full LSA setup, profile optimization, and ongoing management for Google-screened attorney leads. Unlike legal Google Ads management companies that resell shared leads, we build campaigns that generate exclusive inquiries you own
We integrate with your client intake and CRM software for lawyers to track every case from initial inquiry through signed client and resolution, so you see exactly which campaigns produce revenue.
Law firm Google Ads includes Google Ads campaigns, Google Local Service Ads, case evaluation landing pages, multi-step intake forms, call tracking, retargeting, and case value reporting. Kihan Marketing builds these as assets your firm owns, so the inquiries are exclusive to you rather than shared leads resold to competing firms.
It works in four stages: practice analysis, campaign build, launch and qualify, then scale. Kihan Marketing first identifies your highest value practice areas and ideal case profile, builds Google Ads and Local Service Ads campaigns aimed at people actively seeking counsel, launches with pre-qualifying intake forms, then shifts budget toward the practice areas producing the best case value.
It depends on your markets, how many campaigns you run, and how much custom tracking you need. Rather than quote a number that ignores your situation, we scope the work and send a clear proposal, month to month with no long contract. Your ad spend is always paid directly to Google.
Most firms see inquiries within the first week of launching paid campaigns, and consistent, optimized lead flow typically develops by month two. SEO for lawyers moves more slowly and typically shows traction in 60 to 90 days. Timelines vary by practice area, market competition, and budget, so treat the first month as a calibration period.
Choose a company that delivers exclusive inquiries you own rather than shared leads resold to other firms. Ask how they qualify leads before they reach your intake team, whether they report on cost per signed case instead of cost per click, and whether the agreement is month to month. Kihan Marketing does all three.
Kihan Marketing builds owned campaigns and tracks results through to signed cases instead of selling shared leads by the batch. The Seattle-based team serves law firms across the United States, handles Google Ads, Local Service Ads, SEO, and website development under one roof, and works month to month with no long-term contract. Every engagement begins with a free proposal.
Yes. Solo practitioners and small firms often see the clearest gains because a single focused practice area is cheaper to target than a broad multi-practice campaign. Kihan Marketing typically starts with one high value practice area, proves cost per signed case, then expands. Month to month terms mean a small firm is not locked into a year-long commitment.
Neither is better; they solve different problems. Paid ads and Local Service Ads produce case inquiries almost immediately, which suits firms that need case flow now. SEO for lawyers builds compounding organic visibility and typically shows traction in 60 to 90 days, lowering long term cost per case. Most firms run both, with ads funding growth while SEO matures.
The whole path from someone searching for a lawyer to a signed matter: the ad or listing they find, the page they land on, the form or call, how quickly the firm responds, how the inquiry is qualified, and the record of which channel produced the case.
It depends entirely on what a matter is worth to you. Work backwards from average case value and your retention rate rather than from a benchmark: a cost per case that is excellent for personal injury would be ruinous for a flat-fee estate plan.
Usually response time or qualification. Check how many calls go unanswered outside office hours, and whether the inquiries arriving are the kind of matter you actually want. The second is fixed in targeting, not in intake.
Advertising rules, fee sharing with non-lawyers and referral arrangements vary by state, and compliance is the firm’s obligation. Ask any agency exactly how it is paid, then confirm the structure with your state bar. We build and run campaigns; we are not lawyers and do not advise on professional conduct rules.
See exactly where your case-acquisition budget is being wasted, and how to generate more qualified leads for your attorneys.
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A custom strategy and design built to rank and convert.
Launch, then measurable growth month over month.
