Pricing for criminal defense firms
Criminal defense Google Ads for twelve firms. One per city. One person doing the work.
I cap my roster at twelve criminal defense firms and take only one in each city. Every account gets built, watched and fixed by the person you hired. You get me on every call and every change, with no account manager in between.
$3M+ in Google Ads spend managed · 4.9/5 from 10 Google reviews · Google Partner certified
Plans
Two plans, priced against what a signed case is worth.
At Amari Law Firm in Birmingham, ads cost about $1,049 per signed case, and the average case brought in about $3,500 in fees. One average signed case covers a month of Standard management. One felony retainer covers several.
Standard
$1,500/monthor 10% of ad spend, whichever is greater
For criminal defense and DUI firms where the phone ringing is the practice. You get the full build: tracking that ties each call to the keyword behind it, campaigns organized by charge, and hands-on work every week.
- Reporting and strategy calls every two weeks
- Next-business-day response
- Everything under “What every firm gets” below
Growth
8% of ad spendfor firms where paid search is a main source of cases
At this spend, a one-percent improvement is worth real money every month. The work goes deeper and the feedback loop gets tighter.
- Weekly reporting and strategy calls
- Same-day response
- Signed cases and fees sent from Clio (or your case management system) back to Google, so it bids on case value instead of calls
- Ongoing ad and landing page tests by charge type, with results written up
- Everything under “What every firm gets” below
Ad spend is paid directly to Google, never through me.
Included
What every firm gets
Tracking that ends at the signed case
GA4, Tag Manager and CallRail set up properly, plus offline conversions that tie a signed client and their fee back to the keyword that produced them. Most accounts I audit count every call the same, from a hang-up to a felony retainer.
Campaigns organized by charge
DUI, drug, assault and domestic violence, theft, expungement: each gets its own keywords and its own landing page, so someone searching for their charge lands on a page about it.
Ads that screen before the click
Copy written by a person to name your jurisdiction and the charges you handle, so out-of-state callers and matters you don’t take scroll past instead of costing you a click and your intake team’s time.
Competitor and keyword research
Before launch I map which firms bid in your city, what they lead with and where they’re exposed. Searches for other firms by name get blocked so you stop paying for their callers.
Weekly optimization
Search terms, negative keywords, service area and ZIP exclusions, and time-of-day tuning for the late-night calls that follow an arrest. The search terms report is where defense accounts quietly lose money. I read yours every week.
Local Services Ads
Setup and management of your Google Screened listing, including a monthly review that disputes invalid leads for credit. At Amari Law Firm, LSA returned 5.5× in signed fees.
Retargeting
People charged with a crime often research for days before they call. Retargeting keeps your firm in front of them at a fraction of the first click’s cost.
Bar-compliant advertising
Ads are written within your state bar’s attorney advertising rules: no promised outcomes, no misleading claims. You approve every ad before it runs.
Reports in signed cases
What signed, what it cost, which keywords and charges paid for themselves, and what I’m changing next. Plus notes from listening to your intake calls.
Fit
Is this a fit?
This works well when you
- Run a criminal defense or DUI practice
- Spend at least $5,000/month on ads, or you’re ready to
- Know what a typical signed case is worth to your firm
- Answer the phone fast, nights and weekends included
- Want someone who’ll tell you when the problem isn’t the ads
Probably not a fit if you
- Are shopping mainly on price
- Need the campaign profitable inside the first month
- Are rebuilding your website while the campaigns run
- Want a report rather than signed cases
- Are in a city where I already work with another defense firm
If it’s not a fit, I’ll say so on the first call and point you somewhere better.
The guarantee
Thirty days to prove the tracking. Ninety to prove the profit.
Tracking and account structure go in right away. You’ll have clean, tracked, qualified leads within 30 days, or you don’t pay for that month.
Profit takes longer. Defense cases often sign one to three months after the first call, and Google needs signed-case data before it can bid well. Judging an account at day 30 is like judging a new associate on their first week.
So the first term is 90 days. After that it’s month-to-month, and you can cancel with 30 days’ notice. I’d rather tell you that now than take three months of your money knowing you’d be disappointed after the first one.
“I met Henry as a marketing novice and I asked him for extra attention as I learn the marketing process. He has exceeded my expectations with his level of availability, communication and his support. I own a small law firm and I started seeing the benefits of hiring Henry after just one month.”
Questions
Pricing questions
Is there a long-term contract?
No long-term contract. The first term is 90 days, because cases often sign one to three months after the first call. After that it’s month-to-month with 30 days’ notice. If you don’t have clean, tracked, qualified leads within 30 days, you don’t pay for that month.
What does the setup fee cover?
The one-time setup fee covers building proper tracking (GA4, Tag Manager and CallRail) and your initial campaign structure, organized by charge. Reporting is accurate and campaigns are built right from day one instead of fixed later.
How is this different from a bigger agency?
You work with me directly, not an account manager. I only work with criminal defense firms, I take one per city, and I report in signed cases and fees instead of clicks.
How soon will I see results?
Clean, tracked, qualified leads within 30 days. A straight answer on profit takes about 90 days, because cases often sign one to three months after the first call.
What if my ad budget doesn’t fit either plan?
Reach out anyway. Standard and Growth cover most criminal defense firms, but get in touch and I’ll tell you honestly whether it makes sense to work together.
Do you work with other firms in my city?
No. I work with one criminal defense firm per city and 12 firms at most. Once I work with your firm, I won’t manage ads for another criminal defense practice competing for the same searches. If your city is already taken, I’ll tell you on the first call.
Free account review
Let’s look at your account.
Thirty minutes, free, no pitch. I’ll review what you’re running now and show you the wasted spend, the tracking gaps and the keywords that never sign. If it makes sense to work together, I’ll say so. If not, you’ll still leave with a list of fixes.
Currently accepting new firms · Roster capped at 12 · Or call Henry: 612-203-3591