Google Ads for family law firms
You're Spending Money on Google Ads. Can You Tell Me Which Clicks Became Retainers?
Most family law firms can’t. Broad match burning budget on people looking for free legal aid, custody forms, or how to file a divorce themselves. No call tracking. No idea which keyword produced your last signed retainer. I fix the setup before I touch the spend.
4.9 ★ from 10 reviews
I’m the one in your account. Not an account manager.
12 clients maximum.
Henry Bell and Bellringer Marketing have been great to work with. 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.Henry knew exactly what we needed to help our client build his unique campaign. He filled in the knowledge gaps we were missing.Henry did a great job improving/fixing my Google Search ad campaign. I had something set up by a cheap freelancer that was getting bad returns. After setting something up with Henry, my leads improved greatly! Thank you!Response from the owner 12:25 28 Mar 25 I'm glad I could help!I've had more paid ads consultants than I can count. In the end, it was mostly excuses why it wasn't working in return for a lot of money. Henry was referred to me and almost immediately after meeting him, it was clear he knew what he was doing. He's been highly communicative, asks lots of questions about my business to understand what I do, and through some trial and error, my site visits were elevated with quality clientele, conversions went up, and I started see true results. Feel confident when you hire Henry!Response from the owner 17:04 17 Mar 25 Working with you has been amazing. Thanks Robert!Henry has improved our business tremendously. Within just two months we have several leads. He's also very polite and great to work with!Pleased with the work that Henry from Bellringer Marketing has done with our googe ads. Helped us with increase of our metrics with google and increased our numbers. Thank you HenryResponse from the owner 03:29 08 Aug 24 Thanks DanI began working with Henry from Bellringer this past Spring to manage our Google AdWords program. He is doing a great job. I have found him to be reliable, competent and explained the details very clearly. Our most recent results saw an increase in leads from June to July of 43%. Good job Henry.Response from the owner 21:03 31 Jul 24 Appreciate the kind words, Doug.I've enjoyed working with Henry on updating and maintaining our Google account. He is very knowledgeable about the various Google platforms and has a strong desire for customer satisfaction on every project. I like that I don't have to worry about keeping up with the constant changes at Google as he does that for our company. I'd give 4.5 stars if I could.Response from the owner 19:13 21 Nov 23 Thanks Ron, I'm glad to help. Henry has been great! Really knowledgeable and quality work. Definitely recommend!Henry is a solid individual who has taken the lead and helped us create multiple supercharged, high-performing, beyond excellent ROI, AdWords campaigns. He has also got our retargeting campaign going and the results are not just acceptable, they are beyond anything we could have imagined.
Henry has explained everything to us, step by step. Taken the time to explain his reasoning behind each move and this made us confident in the process. There are a lot of people out there that call themselves "AdWords Experts" but Henry is a true professional. Everything is tracked, so we don't have to guess when the phone rings or some submits a form. We see monthly reports and communicate throughout the week/month.
Henry is currently working with us and we hope he continues to work with us as we expand our marketing efforts. Don't make the mistake of going with someone super cheap or super expensive. Henry is fairly priced and will not let you down. This young man is going placesBellringer Marketing went above and beyond in working to take our marketing strategy to the next level specifically in Google's AdWords.Response from the owner 21:12 31 Jan 21 Thanks a lot Matt, working with you is always a blessing.
Henry has explained everything to us, step by step. Taken the time to explain his reasoning behind each move and this made us confident in the process. There are a lot of people out there that call themselves "AdWords Experts" but Henry is a true professional. Everything is tracked, so we don't have to guess when the phone rings or some submits a form. We see monthly reports and communicate throughout the week/month.
Henry is currently working with us and we hope he continues to work with us as we expand our marketing efforts. Don't make the mistake of going with someone super cheap or super expensive. Henry is fairly priced and will not let you down. This young man is going places
If any of this sounds familiar, we should talk:
❌ Your search terms report has people looking for free legal aid, court forms, or how to file a divorce without a lawyer.
❌ You get calls, but nobody tracks which ones paid for a consult, which were the other spouse calling, and which couldn’t afford your retainer.
❌ Your ads point at your homepage instead of a page about what they searched for: divorce, custody, or child support.
❌ You've asked what's working and gotten an answer you couldn't verify.
❌ You cannot say, this month, how much you spent and how much came back.
❌ Your monthly report shows clicks and impressions. It does not show retainers.
Who This Is For, and Who It Isn't
You’re a family law firm with 1 to 3 attorneys and no marketing department.
You’re spending at least $5,000 a month on ads, or ready to.
Your setup was built by someone who didn’t specialize in family law, or wasn’t built at all.
You want to know where the money goes, not just be told it’s working.
I’m not a fit if:
You’re already past $100,000 a month and looking to scale to seven figures. That’s a different problem and there are better people for it.
You’re competing on price against flat-fee divorce mills and online filing services. I can’t win an auction against a $399 offer with a $3,500 retainer.
Your intake doesn’t answer the phone. Someone in a custody emergency calls three firms in an afternoon.
You want the cheapest option. I cap at 12 clients because I do the work myself.
What You'll Actually Know
Three numbers you’ll have every month that you probably don’t have now.
1. What you spent, and on what.
Not just the total. Which matter types, which searches, which campaigns. When budget goes to something that doesn’t produce retainers, you’ll see it that month, not six months later.
2. Which calls were real.
Every call gets tracked and reviewed. Paid consult booked, price shopper, the opposing spouse calling your office, existing client calling the tracking line. Google counts all of those the same. I don’t.
3. What it cost you to sign a retainer.
Not cost per click. Not cost per lead. Cost per signed retainer, tied back to the keyword that produced it, with matter type attached. A contested custody case and an uncontested divorce are not the same result, and your bidding shouldn’t treat them that way.
How a Criminal Defense Firm Cut Cost Per Call 21% by Fixing Its Tracking First
Law firm Google Ads case study: how fixing three conversion tracking failures cut cost per call 21% and lifted conversions 33% on a 5% budget increase.
How It Works; The first 30 days
1
Week
I audit what you have. Search terms, negatives, campaign structure, tracking, landing pages. You get the findings in plain English, whether or not you hire me.
2
Week
Tracking goes in first. Call tracking, conversion actions, and the connection between a signed retainer and the keyword that produced it. Nothing else matters until this works.
3
Week
Rebuild. Negatives, structure by matter type, ads and landing pages that match what people searched.
4
Week
First real report. What was spent, what came in, what was real, what I changed and why.
Why Me
You’ll be working with me. Not an account manager.
I cap at 12 clients because I’m the one in every account. Nothing gets handed to a junior, nothing gets outsourced. When you call, you get the person who pulled your search terms report that morning.
No long-term contracts. You own your Google Ads account, and you keep it if we part ways.
Bar Compliance
Your license, your rules.
Attorney advertising is regulated differently in every state, and most PPC agencies have never read a bar rule. Ad copy, landing page claims, testimonial usage, and disclaimers all get written to keep you inside your state’s requirements. If a claim can’t be substantiated, it doesn’t run.
Pricing and Qualification
What this costs
Standard — $1,500/month or 10% of ad spend, whichever is greater For ad budgets of $5,000–$15,000/month. One-time setup: $1,500. Bi-weekly reporting and strategy calls. Next-business-day response.
Growth — 10% of ad spend For ad budgets of $15,000+/month. One-time setup: $1,500. Weekly reporting and strategy calls. Priority same-day response. Offline conversion tracking wired into your CRM, so Google optimizes toward signedretainers. instead of raw form fills.
Month to month. No long-term contract. You own your account.
$5,000/month minimum ad spend. The work can be done on less. I’ve just seen the best results at $5,000 and up, so that’s where I set my floor. It’s a preference based on what I’ve watched work, not a rule about what’s possible. If you’re below it, I’ll tell you on the call rather than take your money.
Thirty days to prove the tracking. Ninety to prove the profit. Tracking and account structure go in immediately. You’ll have clean, trackable, qualified leads inside 30 days or you don’t pay for that month. Profitability takes 60 to 90 days, because the bidding needs conversion data before it can optimize. So the initial term is 90 days, then month to month with 30 days’ notice.
I’d rather tell you that up front than take three months of your money knowing you’ll be disappointed after the first one.
Nothing to Lose Here
You’ve been burned before, or you’d have hired someone already. So here’s everything that protects you.
📅 No Contract
Month to month after the first 90 days. Cancel with 30 days’ notice. I’m not locking you into anything.
✅ 30-Day Tracking Guarantee
Clean, trackable, qualified leads inside 30 days or you don’t pay for that month.
🔑 You Own the Account
It’s your Google Ads account, your data, your history. If we part ways, you keep all of it.
🙋 One Person
You get me. Twelve clients maximum, no account manager, nothing outsourced.
FAQS
Tracking is live in the first two weeks. Meaningful data on what’s converting takes 60 to 90 days, because family law searches spike around filings and holidays, so one month of data isn’t enough to judge anything.
The audit tells you whether they’re doing the job. If they are, keep them. I’d rather tell you that than take over an account that was fine.
Because I do the work myself. Past twelve, either the work suffers or I start hiring, and then you’re not getting what you signed up for.
No worries. I target your desired location and hours. Precise targeting prevents leads outside your scope.
Find out what your account is actually doing.
30 minutes. I’ll look at your account, tell you what I see, and you’ll get the findings whether or not you hire me.