Law Firm PPC Audit
A Google Ads Audit Built Around How Law Firms Acquire Clients
Before increasing a budget — or changing agencies — it helps to understand what the current account is actually doing. A PPC audit examines where spend goes, which searches trigger ads, whether conversions are measured accurately, and where the largest opportunities are.
Request your PPC strategy audit
Tell us where to reach you. We’ll review your situation and follow up with next steps.
Where an audit starts
An audit starts with what people actually searched — not with what the account says it targets.
What the audit examines
The audit reviews the account from the firm's perspective: are ads reaching people who need the firm's services, in the places the firm serves, and is the account measuring the outcomes that matter?
- Account and campaign structure
- Search-term relevance and wasted spend patterns
- Negative keyword coverage
- Geographic and schedule targeting
- Conversion tracking configuration
- Landing page alignment with ads
- Budget allocation across practice areas
- Reporting and attribution gaps
What we need — and why depth varies
Audit depth depends on access and available data. Read-only access to Google Ads provides the core picture. Access to GA4, Tag Manager, call tracking, and intake or CRM data allows a far more complete review of lead quality and client acquisition.
For firms not yet advertising, the audit becomes a market and readiness review: search demand in the firm's practice areas, competitive considerations, and the tracking and landing page foundations needed before launch.
What you receive
A prioritized summary of findings in plain language: what's working, what's costing money without contributing, and which changes are likely to matter most. The goal is clarity, whether or not the firm chooses to work with us.
Start with clarity
Before You Spend More,Understand What You Have.
Our PPC audit is designed to identify important opportunities in account structure, keyword relevance, targeting, conversion tracking, landing page alignment, and performance measurement.
Audit depth depends on access and available data
- Google Ads (read-only)Core account review
- + GA4 & Tag ManagerTracking and on-site behavior
- + Call tracking & intake dataLead quality and acquisition view
For firms not yet advertising, the audit becomes a market and readiness review.
Audit coverage
8 review areas
- 01
Account structure
Campaign and ad group organization by practice and matter
- 02
Search term relevance
Which real queries are triggering ads
- 03
Negative keyword opportunities
Recurring irrelevant themes and exclusion gaps
- 04
Geographic targeting
Location settings versus where the firm accepts cases
- 05
Conversion tracking configuration
What counts as a conversion, and whether it should
- 06
Landing page experience
Message match, mobile path, and friction
- 07
Budget allocation
Where spend goes relative to firm priorities
- 08
Reporting and attribution considerations
Gaps between ad data and intake outcomes
Scope
Audit coverage
Scope is shaped around the firm’s practice areas, markets, budget, and the data its systems make available. Nothing here is a guarantee of leads, cases, or ad position — it is the work we do to give campaigns the best footing we can.
- Account structure
- Search term relevance
- Negative keyword opportunities
- Geographic targeting
- Conversion tracking configuration
- Landing page experience
- Budget allocation
- Reporting and attribution considerations
Your next client may already be searching
Get More FromEvery LegalSearch.
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.
PPC strategy request
~2 minutes