Criminal Defense PPC
Criminal Defense PPC for Searches That Can’t Wait
When someone searches for a defense attorney, the clock is usually running. Criminal defense campaigns need precise jurisdiction targeting, terminology that matches local law, and an intake path that works when prospects actually call.
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The searcher
Who searches for criminal defense — and when
Defense searches spike around arrests and court dates, including evenings and weekends. Many searches come from parents, spouses, or friends trying to help someone who has just been charged.
Terminology varies by state. A campaign built around “DUI” may miss searchers in states where “DWI” or “OWI” is the common term, and vice versa.
Search volume also includes people looking up arrest records, mugshots, and inmate information — none of whom are seeking representation.
Reading search intent
The same practice area. Very different searches.
Every query is a decision: pursue it, give it its own message, watch it closely, or exclude it. These examples show how we think about criminal defense searches. Real decisions depend on the firm’s accepted matters, markets, and search-term data.
| Search query | What it signals | Action |
|---|---|---|
| “dwi attorney harris county”Charge-specific, jurisdiction-specific hiring intent. | Charge-specific, jurisdiction-specific hiring intent. | Target |
| “federal drug charges lawyer”Distinct matter with different qualification. Segment. | Distinct matter with different qualification. Segment. | Segment |
| “what happens at an arraignment”Process research, sometimes from an accused person. Measure separately. | Process research, sometimes from an accused person. Measure separately. | Review |
| “county jail inmate search”Records lookup. No representation intent. | Records lookup. No representation intent. | Exclude |
| “public defender phone number”Seeking appointed counsel. Generally excluded. | Seeking appointed counsel. Generally excluded. | Exclude |
- Target
- — core hiring intent
- Segment
- — worth its own ad group and message
- Review
- — measure separately before scaling
- Exclude
- — add as a negative keyword
Campaign strategy
How we approach criminal defense campaigns
Jurisdiction-first targeting
Cases are tied to specific courts. Geographic targeting and ad copy should reflect the counties and courts where the firm practices, including local court and county names where appropriate.
Ad schedule follows intake
Running ads overnight only makes sense if someone answers overnight. Ad scheduling should be aligned with real call coverage, and missed-call rates should be monitored.
Separate charge categories
DUI, drug, violent, sex offense, and white-collar matters differ in search language, competition, and how the firm prioritizes them. Separate campaigns keep budget aligned with priorities.
Policy and sensitivity review
Ad copy should avoid implying outcomes and should be reviewed against applicable attorney advertising rules and Google Ads policies.
Qualification & conversion
A lead is only useful if it fits the firm.
Common qualification signals
Starting points only — the firm defines what a qualified inquiry means for its practice.
- Charge type the firm defends
- County and court within the firm's practice
- Timing relative to upcoming court dates
- Representation status (not already retained)
Conversion path essentials
What the landing page and contact path need to do once the click is paid for.
- Charge-specific pages with immediate, plain-language next steps
- Call-first layout with clear availability
- Messaging suitable for family members calling on someone's behalf
- Minimal form fields; no request for case facts online
Advertising rules
Avoid statements that imply guaranteed dismissals or outcomes. Review copy against the advertising rules of each state where the firm advertises.
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If your law firm is investing in Google Ads — or preparing to launch — a focused, measurable PPC strategy can help you understand where the opportunities are and how to pursue them.
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