Employment Law PPC
Employment Law PPC That Knows Which Side You’re On
Employment law searches mix employees with claims, employers seeking counsel, HR professionals, and people looking for unemployment benefits. An effective account starts by separating those audiences — then aligns each campaign with the matters the firm actually takes.
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The searcher
Many audiences, one set of keywords
An employee who was just terminated and an employer facing a demand letter may both search “employment lawyer.” Modifiers — “fired,” “for employers,” “HR compliance” — reveal which side they are on.
Employee-side prospects often describe their experience: “fired after reporting harassment,” “boss not paying overtime.” These descriptive searches are valuable and should be organized by claim type.
A large share of employment-related search volume is about unemployment benefits, HR careers, and labor law posters — none of which represent a prospective client.
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 employment law searches. Real decisions depend on the firm’s accepted matters, markets, and search-term data.
| Search query | What it signals | Action |
|---|---|---|
| “fired for reporting harassment lawyer”Employee-side retaliation claim. Strong intent. | Employee-side retaliation claim. Strong intent. | Target |
| “employment defense attorney for small business”Employer-side intent. Segment, or exclude if not served. | Employer-side intent. Segment, or exclude if not served. | Segment |
| “is my employer required to pay overtime”Wage research from a potential claimant. Review quality. | Wage research from a potential claimant. Review quality. | Review |
| “file for unemployment benefits”Government benefits. Exclude. | Government benefits. Exclude. | Exclude |
| “employment lawyer jobs”Career search. Exclude. | Career search. Exclude. | 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 employment law campaigns
Side separation is non-negotiable
Running employee-side and employer-side terms together wastes budget and confuses messaging. Most firms represent one side; the account should reflect it.
Segment by claim type
Discrimination, harassment, wage and hour, retaliation, and wrongful termination differ in language and in how the firm evaluates cases.
Respect time-sensitive deadlines
Many employment claims involve filing deadlines. Intake should capture timing, and messaging can encourage prompt consultation without overstating urgency.
Quality over volume
Employment campaigns can generate many low-merit inquiries. Offline conversion feedback helps steer bidding toward matters the firm accepts.
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.
- Represents the side the firm serves
- Claim type the firm handles
- Employment within the firm's jurisdiction
- Within applicable filing timeframes
Conversion path essentials
What the landing page and contact path need to do once the click is paid for.
- Claim-specific pages that speak to the prospect's experience
- Clear statement of who the firm represents
- Confidential, short inquiry form
- Explanation of the consultation and evaluation process
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