I’m Claire Jarrett. I launched the UK’s first Google Ads training back in 2008 and have helped thousands of professionals (many of them lawyers) turn underperforming campaigns into lead-gen powerhouses.
Claire was a complete lifesaver for my family law firm. She and her team came in, made the right adjustments, and suddenly we were getting a boatload of quality leads.
I wrote Rapid Google Ads Success for Lawyers because I was tired of seeing good firms waste their budget because the strategy didn’t match the complexity of their cases or the urgency of their clients.
Family law firms attract high-asset divorce cases while filtering out DIY seekers.
Criminal defence lawyers connect with clients at the exact moment of urgency, not a week later.
Estate and probate specialists appear in front of ready-to-act searchers (not students looking for “what is a will?”).
Boutique corporate law firms scale their B2B marketing after getting rid of overpriced, underperforming agencies.
Lawyers don’t have time to babysit dashboards. So when results aren’t clear, you need fast answers, not another vague report.
I’ll show you where your budget’s leaking and which campaigns are attracting the wrong kind of cases, so your ads bring in cases that match your expertise, reflect your rates, and are worth your time.
Because here you are…a qualified lawyer, a busy practice owner trying to work out why your ad budget gets swallowed every month… and still leaves your inbox full of price shoppers, free-consult seekers, and “just considering” types who were never going to hire a lawyer in the first place.
And maybe you are running Google Ads already – possibly with a PPC agency that promises great results, but something still doesn’t add up:
You’re getting clicks, but your phone isn’t ringing. And the leads that do come through aren’t even close to qualified.
Your intake team is wasting time on people who either can’t afford your services or need help outside your practice areas.
Your campaigns are running, but no one can tell you which keywords, locations, or landing pages are responsible for the few good leads that trickle in.
Those things often happen because too many PPC “pros” gloss over the truth:
Running ads isn’t the same as running ads that deliver.
Where most legal campaigns go sideways (and what that’s really costing lawyers)
As a PPC and marketing consultant, It absolutely boils my blood to see legal campaigns that look like they were built to waste budget instead of win cases.
Here’s what I see all the time….
01.
Campaigns optimised for traffic volume, not client intent
That means lots of clicks from people Googling “how to file for divorce myself” or “free legal advice” and not from people looking to retain counsel.
02.
Broad and unfiltered keywords
“Family lawyer near me” might sound like a winner, but without exclusions, lawyers are showing up for searches that don’t match your firmat all.
03.
(The lack of) conversion tracking
It might be set up for form fills, but it completely misses the bigger picture: phone calls, voicemail messages, or even in-office consultations.
10 out of 10 times, the result is not good.
You’re spending hundreds (or thousands) on the wrong kind of clicks. Meanwhile, Google’s AI is happily matching your carefully written ad about child custody to someone Googling “free legal aid hotline.”
The good news is: if I’ve spotted those issues over and over again, that also means I’ve fixed them. Over and over again.
I’ve worked with hundreds of law firms on Google Ads coaching over the last 17+ years. In nearly every case, the problem wasn’t the platform – it was how the campaigns were set up, managed, or ignored.
Once I spot what’s misfiring, the fixes come fast.
While you may have searched for a “PPC Agency for Lawyers”…
Jarrett Digital is a consultancy, not an agency. That means:
You’ll work directly with me or a senior member of my small team. No outsourcing, no juniors learning on your account.
You’ll get plainspoken, actionable guidance – not a 10-page report about impressions and click-through rates. If a metric doesn’t tie back to leads or signed clients, I’ll say so.
Your strategy is built around your practice areas, client intake process, and fee structure. Not recycled campaign templates or default Smart campaigns that push spend without precision.
If you’re ready to look beyond the vanity metrics and obsessively focus on your acquisition costs to get the ideal leads, we’ll be the right fit!
The step-by-step process to help you get better cases with PPC
My process starts with an in-depth Google Ads audit. We’ll review what’s happening in your account, what’s doing well, and what’s draining it of money and momentum.
Usually, I deliver my audits as a video walkthrough that explains why something is an issue and my plan for mitigating it, so you can get the right people through the door.
From there, we’ll make a plan
Your strategic goals – You bring the strategy, and I bring the technical and tactical knowledge to make it happen with your PPC campaigns.
Your preferred way of working – Want me to run your campaigns from start to finish? Would you perhaps prefer for me to train your team? Both are good options and both are something I can help with!
ROI metrics – Forget about impression share. That won’t land you business. We’ll create a roadmap for tracking the right metrics related to your revenue, so you are always in the know.
Once we agree on a direction, we’ll work together to implement it, which might mean:
01.
Optimising your account structure & implementing conversion tracking
02.
(Re)building campaigns around actual business goals
03.
Setting realistic expectations around budget, lead quality, and volume
04.
Tracking the right KPIs for success and lead quality
I’ve been there. And I know exactly which levers to pull to help you.
Best digital marketing experts we know. We’ve been working with Claire and her team for years. We’ve been approached by companies saying they can do it better by using AI, all sorts on Linkedin that say they have new techniques and advantages over other agencies. We just know that they can’t do it better and won’t do it better. 5 stars says it all.
Just like you’re upfront with your clients about retainers and outcomes, I’m upfront with mine about pricing. Here’s exactly what you can expect to invest when we work together:
Package
Monthly Fee
Setup Fee
Best For
Core Consultancy
£1000 – £1200
One-time setup fee
Firms wanting strategic input while keeping campaign execution in-house
Growth Partnership
£4000 – $5000
Custom pricing
Firms scaling fast or needing full campaign ownership + coaching
Between tiers or need a custom setup? We can map that out together!
Do you offer Google Ads audits even if I don’t become a client?
Yes. The Google Ads audit is extremely useful, no matter if we end up working together or not. It will show you the current inefficiencies and the potential opportunities for your account.
What should I consider when hiring someone for my law firm’s PPC?
When hiring a PPC consultant for your law firm, look for someone who understands both the legal industry and the high-stakes nature of legal advertising:
Compliance and ethics: Legal advertising is regulated. Make sure your PPC agency for lawyers is familiar with the advertising rules in your jurisdiction.
Experience with law firms: Legal PPC is not like eCommerce or local retail. Clicks are expensive, competition is intense, and compliance matters. Choose someone who has a proven track record in managing campaigns for law firms, especially if you’re in corporate law and need a B2B marketing consultant.
Understanding of case value and lead quality: It’s not just about getting clicks, it’s about attracting the right clients. Your law firm’s PPC agency should prioritise high-intent leads and understand what types of cases are most valuable to your practice. I’ve written about this in depth in my best-selling book: Rapid Google Ads Success for Lawyers.
Finally, you should have full visibility into where your budget is going. Avoid anyone who won’t share data or who locks you into vague contracts. The same goes for metrics: your agency’s approach needs to be focused on conversions from the very start.
Does PPC work for lawyers?
Yes, Google Ads 100% work for lawyers when set up properly. For example, running exceptional ads without essentials like clear targeting, strong landing pages, and conversion tracking is pointless.
When you know what kind of cases you want and how much you’re willing to pay to acquire them, Google Ads put your firm in front of people who need you.
How much should law firms spend on Google Ads and PPC?
Legal keywords are famously competitive. Depending on your practice area and location, you might pay anywhere from $50 to $300+ per click.
That sounds steep (and it is), because a single case can bring in thousands and sometimes tens of thousands over its lifetime. The firms that do Google Ads right track every penny back to actual client revenue. For example, as part of my Google Ads coaching services, I keep a close eye on the ideal client profile so you generate the highest-revenue leads through Google Ads.
What’s the typical cost of hiring a PPC agency for lawyers?
Costs vary, but transparency is key. Some agencies charge a flat fee, others take a percentage of your ad spend. Here’s how I price my PPC consulting for lawyers:
Package
Monthly Fee
Setup Fee
Best For
Core Consultancy
£1000 – £1200
One-time setup fee
Lawyers wanting expert input while keeping in-house execution
Growth Partnership
£4000 – $5000
Custom pricing
Lawyers scaling aggressively or needing full strategic ownership
Do Google Local Service Ads work for lawyers?
Local Service Ads (LSAs) can work brilliantly for certain types of legal practices, especially high-volume areas like family law, immigration, personal injury, or criminal defense. They show your firm at the very top of search results with a Google Screened badge, which builds trust right away.
That said, if your intake process isn’t ready to respond quickly to leads, or if you’re not strict about qualifying prospects…you’re not ready to succeed with Google Ads.
Do top lawyers advertise? Or is this only for new practices?
Top lawyers absolutely advertise! In fact, many of the highest-performing firms treat marketing like a core business function, right alongside casework. Lawyers make up a big segment of my client base as well.
The best firms, just like the best marketing consultants, know that visibility is leverage. When serious clients need help, they call the name they saw first.
I see it firsthand: the ones who treat Google Ads as a business investment instead of a Hail Mary pass are the ones growing, even in slow markets.
18+ years of experience in Google Ads for law firms
