Yes, through conversion zone tracking. A fence around your office counts how many people served your ads later came in for a meeting. One personal injury firm tracked 37 new and repeat visits to the office from people who saw its ads while at hospitals, ERs and urgent care facilities, on $500 in spend.

They shape the creative more than the targeting. State bar rules govern what a legal ad can claim, and the common requirements are no promises about outcomes, disclaimers where past results are referenced, a clear identification that the communication is advertising, and accurate description of practice areas and any specialist designation. Rules differ by state and some states require filing or review of ad copy. We build creative to go through your ethics counsel rather than around them, and we treat that review as part of the launch timeline rather than a formality at the end.

Technically yes, and it is one of the highest performing tactics in personal injury. It is also the tactic that needs the most care. Several states restrict how soon a firm may direct a communication to an accident victim, and there is a federal restriction tied to aviation accidents. Because those restrictions vary and the penalties fall on the firm rather than the agency, we scope this tactic with your ethics counsel before the first fence is drawn, and we are comfortable running the campaign without it if your bar takes a strict view.

Yes. A geofence around those locations builds an audience of people who were there, and they can be reached for up to 30 days afterwards. One bail bond agency used exactly this approach across jails, courthouses and competitor locations and tracked 68 visits on $400 in spend.

It varies enormously by practice area and market. Bankruptcy and family law leads are inexpensive relative to personal injury, where a single signed case can justify a far higher acquisition cost. One bankruptcy practice on our paid search averaged roughly $40 per lead. The right question is usually cost per signed case rather than cost per lead, which is why we push to track calls and consultations rather than form fills alone.

Yes. Call-only and text-only campaigns bid for calls instead of clicks, which fits legal work where the intake conversation is where a case actually starts. These campaigns have historically converted around 40% better than traditional search for our clients.

Yes, though the mix changes. Personal injury, criminal defense and bail leans on location targeting because the moment of need happens somewhere specific. Estate planning, business law, patent and corporate work leans on search, search retargeting and programmatic, because intent shows up in what people research rather than where they stand.

Both, and the approach differs. A solo or small practice is usually better served by tight local search, local SEO and a small number of well chosen fences than by broad programmatic. Larger firms with several offices and practice areas have enough footprint to make conversion zone measurement and multi-market programmatic worth running.