Employment law · Ads, search and social
Employment law ads: search that filters out job seekers
Search and Local Services ads for employment firms, with hard job-seeker filters, deadline-led copy, Spanish wage ads and business targeting.
- Flat, published fees; you pay the ad platforms directly.
- Every account in your name; leave any month after 90 days.
- Your attorney approves every ad, and we check your state’s rules during setup.
Employment-law ads have one problem no other practice has as badly: most people searching “employment” want a job, not a lawyer. We run search and Local Services ads that filter those searches out, lead with the facts and deadlines wronged workers need, and judge every channel on signed cases.
The channels
| Channel | Worker-side firms | Defense firms |
|---|---|---|
| Google search | Firing, wage, discrimination and retaliation searches by city and language | Searches by employers for counsel on investigations, charges and audits |
| Microsoft search | A second line from the same plan | LinkedIn profile targeting by industry and job function as a bid adjustment (Microsoft) |
| Local Services Ads | The labor category, where it fits your services (Google) | Rarely a fit |
| Meta and YouTube | Service-led wage ads, tested by area; never implying anything about the viewer (Meta) | Usually none |
Search terms to block
| Junk group | Examples of what people typed |
|---|---|
| Job hunting | employment near me, jobs hiring, careers, part-time work |
| Pay research | salary, average pay, how much does a [job] make |
| Unemployment benefits | file for unemployment, unemployment office phone |
| Employer services | payroll services, HR software, staffing agency |
| Lawyer careers | employment lawyer jobs, paralegal jobs |
Two people review each block, and a term that led to a qualified lead or signed case in the last 180 days is never blocked.
Copy that leads with facts
- Deadlines: an EEOC charge is generally due within 180 or 300 days (EEOC), so ads and landing pages encourage people not to wait.
- The words workers use: fired, unpaid overtime, harassment, retaliation, written by native writers in Spanish.
- No promises: no “you have a case,” no guaranteed amounts, and fee claims only with the statements your state requires.
Values and bidding
Screening is heavy and signing is slow, so bidding usually aims at qualified leads that carry a share of their expected value, as Google’s value-bidding guidance allows (Google). Values come from your fees by claim type, including fee awards. Plaintiff and defense campaigns carry separate values and report lines.
How we measure it
The Monday report shows each paid channel by claim group and language: spend, leads, qualified leads, signed cases, and cost per signed case once a line has at least 5. The junk rate is shown too, because in employment law it tells you whether the filters are working.
The organic side is on employment law SEO and AI search; the overview is on employment law.
Questions firms ask
- Can social ads work for wage claims?
- Sometimes. Short, service-led ads about unpaid overtime can reach workers in English and Spanish. They can't imply anything about the viewer, and they are tested by area before budget grows.
- Which stage should bidding aim for?
- Usually the qualified lead, carrying a share of its expected value, because signed cases arrive slowly after screening. Signed cases still upload daily and take over once there are enough of them.
- Do Meta's special rules for employment ads apply to us?
- Meta's special category for employment covers ads for jobs. Ads for legal services usually aren't job ads, but some wording can look like one, so we check each campaign's category before it runs.
Sources
- Google Local Services Ads Help: Getting started in the US (the labor category) · Accessed October 24, 2026
- Microsoft Advertising Help: LinkedIn profile targeting · Accessed October 24, 2026
- Meta advertising standards: privacy violations and personal attributes · Accessed October 23, 2026
- EEOC: time limits for filing a charge · Accessed October 23, 2026
- Google Ads Help: bidding on conversion value · Accessed October 23, 2026
Start with your own numbers.
Booking from January 2027. Until then, everything we publish is free to use.
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Free video review
A 90-second video on your public ads and search presence, made by a person, in 48 hours.
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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.