Estate Planning PPC
Estate Planning PPC for Considered Decisions and Time-Sensitive Probate
Estate planning and probate share a practice group but rarely share a search mindset. Planning prospects compare options over weeks; probate prospects often need help soon after a loss. Campaigns should treat them as distinct audiences.
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The searcher
Two audiences under one practice area
Planning prospects are frequently prompted by life events — a new child, a home purchase, retirement, or a health scare. They research, compare, and often consult with a spouse before reaching out.
Probate searchers are often executors or adult children handling a parent's estate. Their searches are more procedural and time-sensitive: “how to probate a will,” “executor responsibilities,” “probate lawyer near me.”
Both audiences encounter a large volume of do-it-yourself products. Separating attorney-seeking intent from template-seeking intent is one of the most important levers in this practice area.
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 estate planning searches. Real decisions depend on the firm’s accepted matters, markets, and search-term data.
| Search query | What it signals | Action |
|---|---|---|
| “living trust attorney near me”Planning intent with local hiring signal. | Planning intent with local hiring signal. | Target |
| “probate lawyer for my mother's estate”Probate need with urgency. Segment with distinct messaging. | Probate need with urgency. Segment with distinct messaging. | Segment |
| “do I need a trust or a will”Comparison research. Can convert with educational landing content. | Comparison research. Can convert with educational landing content. | Review |
| “free will template”DIY intent. Exclude. | DIY intent. Exclude. | Exclude |
| “online will software”Product search. Exclude. | Product 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 estate planning campaigns
Separate planning and probate
Different urgency, different language, and often different value to the firm. Separate campaigns make budget allocation and reporting meaningful.
Measure beyond the first form
Planning decisions take time. Tracking booked and attended consultations — where intake data allows — gives a truer picture than counting initial inquiries.
Filter the DIY economy
Template, software, and free-will searches are persistent. Negative keyword management should be continuous rather than set once.
Messaging for the actual decision-maker
Adult children often research on behalf of parents. Messaging can acknowledge that and make it easy to start a conversation for a family member.
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.
- Need type: planning, probate, or administration
- State of residence or estate jurisdiction
- Situation suits attorney-guided services
- Readiness to schedule a consultation
Conversion path essentials
What the landing page and contact path need to do once the click is paid for.
- Separate pages for planning and probate
- Clear explanation of the process and what to bring
- Consultation scheduling as a prominent option
- Language that welcomes family members inquiring on someone's behalf
Your next client may already be searching
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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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