Practice areas
Practice areas: SEO and ads for every kind of law firm
SEO, AI search and ads for injury, criminal defense, family, estate planning, employment, lemon law and immigration firms, each judged on signed cases.
The same deal in every practice
- Price
- Published. Google + SEO is $8,750 a month at ad spend up to $15k; every service has its own number.
- Fee
- Flat. Never a percentage of ad spend, never per lead or per case, no markup.
- Accounts
- Yours: ad accounts, Business Profile, call tracking, website and data.
- Term
- Leave any month after the first 90 days, on 30 days’ notice.
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Signed caseA client who signed your contingency-fee agreement, as recorded in your case-management system, counted once per matter on the date it was signed. Several signed clients from one crash each count, and the report also shows signed incidents.
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Signed caseA retained client: a person who signed your fee agreement for a criminal matter, as recorded in your case-management system, counted once on the date it was signed, whoever paid.
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Signed caseA retained client: someone who signed your engagement agreement for a family-law matter, as recorded in your case-management system, counted once on the date it was signed. If your firm counts a matter only once its first payment clears, we count it that way, labeled as your definition.
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Signed caseA retained client: a signed engagement agreement for an estate plan, a probate or a trust administration, as recorded in your case-management system. One agreement counts once, even when a couple signs it together.
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Signed caseFor worker-side firms, a worker who signed your engagement agreement, as recorded in your case-management system. For defense firms, an employer that signed your engagement letter for a matter. Each counts once, on the date it was signed.
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Signed caseA client who signed your engagement agreement for a lemon-law or vehicle-warranty claim, as recorded in your case-management system, counted once per vehicle claim on the date it was signed.
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Signed caseA retained client: someone who signed your engagement agreement for an immigration matter, as recorded in your case-management system, counted once per agreement. A family filing under one agreement counts once.
Injury leads our examples because injury firms spend the most on ads. For every practice outside injury, a signed case means a retained client.
Probative runs SEO, AI search and ads for law firms in seven practice areas, from day one, in every state. The work and the reporting are the same everywhere: every account in your firm’s name, every ad approved by your attorney, and one number every Monday, signed cases from your own records. What changes from one practice to the next is how people search, what the platforms allow, who calls, and what a case is worth.
Injury leads our examples, because injury firms spend the most on ads. For every other practice, a signed case means a retained client.
The seven practices at a glance
| Practice | What drives the search | Where the work leans | Data we may send to Google |
|---|---|---|---|
| Personal injury | Urgent, high-value, heavily advertised | Search, Local Services Ads, intake speed, Spanish | Signed cases with value bands; no client-list audiences |
| Criminal defense | An arrest, often a relative searching at night | Search by charge, after-hours answering, Local Services | Standard uploads only |
| Family law | Privacy, safety, and careful comparison | Local SEO, discreet search ads, safe callbacks | Standard uploads only |
| Estate planning | Older clients planning ahead, adult children helping | Local SEO, plain-language pages, seminars | Signed matters with value bands; no client-list audiences |
| Employment law | Deadlines, heavy screening, fee-shifting laws | Search with tight filters, Spanish for wage claims | Signed cases with value bands; no client-list audiences |
| Lemon law | Searches by make, model and defect; fee shifting | Model-specific pages, search, AI answers | Signed cases with value bands; no client-list audiences |
| Immigration | Many languages, urgency, fear of fraud | Language coverage, local SEO, AI answers | Standard uploads only |
Each practice has three pages: an overview, a page on SEO and AI search for that practice, and a page on its ads.
What stays the same in every practice
- The deal. Flat, published fees, never a percentage of your ad spend, never a price per lead or per case. You pay the platforms directly. A 90-day first term, then month to month.
- The count. Every number follows The Probative Standard: a lead is a real conversation, a signed case is counted once from your records, and credit is never called cause without a fair test.
- Your attorney approves every ad and page. We draft to your state’s rules and prepare any filing; your attorney approves and files.
- No audiences built from client lists. No Customer Match or lookalike audiences, in any practice. Remarketing runs only where each platform’s policy allows it: Google bars it in sensitive categories that include health, crime and relationship hardships (Google), so it stays off campaigns in those categories.
- No case details leave your firm. Uploads carry a click ID, a neutral stage name, a value band and a time. Never names, injuries, charges, family details or immigration status.
What changes from practice to practice
| What changes | Why it matters |
|---|---|
| The searches | An injury searcher names a crash; a criminal-defense searcher names a charge and a county; a lemon-law searcher names a car. Each needs its own pages, ads and blocked terms |
| What a case is worth, and how fast it signs | Contingency, flat-fee and hourly practices value cases differently, and some sign in a day while others take weeks. Values come only from your firm’s own fees |
| Who calls | A relative, an older parent, a worker on a break, a frightened spouse. Intake scripts and grading change with them |
| What the platforms allow | Google keeps conversions about crime and divorce out of enhanced matching (Google), so those practices stay at the standard upload level |
| Local Services Ads | Google’s US list includes categories for injury, criminal, DUI, family, estate, immigration, labor, bankruptcy and more, but not lemon law (Google) |
| Languages | Spanish matters in most practices; immigration often needs more languages |
| The ad rules | Fee claims, results, testimonials and required statements differ by state and by practice |
Legal clicks are the most expensive of any industry, at $9.87 on average in one benchmark (LocaliQ), and injury terms run far above that average. The cost of getting the practice details wrong is real money.
Signed cases, practice by practice
| Practice | A signed case means |
|---|---|
| Personal injury | A client who signed your contingency-fee agreement |
| Criminal defense | A retained client for a matter, often signed the same day |
| Family law | A retained client who signed your engagement agreement |
| Estate planning | A signed engagement for a plan, a probate or a trust administration |
| Employment law | A worker who signed your engagement agreement, or, for defense firms, an employer that signed your engagement letter |
| Lemon law | A client who signed your engagement agreement for a lemon-law claim |
| Immigration | A retained client for an immigration matter |
In every practice, one signed agreement counts once, on the date it was signed, as your case-management system records it.
Where to go next
- Pick your practice above for its search, ads and intake detail.
- See every service and its published price on the services and pricing pages.
- See how state rules differ on the lawyer advertising rules by state page, or find your state under locations.
Questions firms ask
- Do you work with firms that practice in more than one area?
- Yes. Search and Google + SEO cover up to 2 practice areas, Full Ads and Full Service up to 4, and from $100k a month of managed ad spend there is no limit. Each extra practice area has its own line in the Monday report and its own price on the card.
- Do you take competing firms in the same practice and city?
- We don't offer exclusivity at launch, so we may work with other firms in your market. One firm's data never informs another firm's bids, budgets or values, and we tell you in writing if we work with another firm in your practice and metro.
- Which practices use the most limited uploads to Google?
- Criminal defense, family law and immigration always use standard uploads only: a click ID, a neutral stage name, a value band and a time. Google's own customer data policy keeps conversions about crime and divorce out of its enhanced matching, and immigration clients face higher privacy risks. No practice ever uploads names or case details.
- What does a signed case mean for a flat-fee or hourly practice?
- A retained client: someone who signed your engagement agreement, as recorded in your case-management system. If your firm counts a matter only once its first payment clears, we can count it that way instead, labeled as your firm's definition.
- Do you serve firms in every state?
- Yes, from day one. We check your state's lawyer-advertising rules during setup, so they never delay your launch. Your attorney approves every ad, and where your state requires a filing, we prepare it for your firm to file.
Sources
- Google Ads policy: personalized advertising and sensitive categories · Accessed October 24, 2026
- Google Ads policy: customer data policy (sensitive categories kept out of enhanced conversions) · Accessed October 24, 2026
- Google Local Services Ads Help: Getting started in the US (the lawyer categories) · Accessed October 24, 2026
- LocaliQ search advertising benchmarks: legal has the highest average cost per click, $9.87 · Accessed October 23, 2026
Start with your own numbers.
Free. A person records a 90-second video of what clients see when they search for you, by email within 2 business days. No account access, no call. We take a few each week; if we're full we'll tell you the date. Paid work opens in January 2027.
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Free video review
A 90-second video on your public ads and search presence, made by a person, within 2 business days.
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The measurement study, $3,000
Your numbers, from click to signed case, in 14 business days. 7-day refund; credited if you sign within 30 days.
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Choose your plan
A package or single services, every one with a published price. You own every account.