Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Employment Law
Google Ads for Employment Lawyers
A company that received a charge this morning is comparing firms this afternoon. Google Ads puts your firm in front of that HR director at the moment they search, and keeps your spend away from the employee on the other side of the claim.
For employer-side employment firms in the United States that want paid search to bring employer inquiries now, with employee searches excluded from the start.
Why employment lawyer ads waste money without intent splitting
Context from how your customers search, compare and book.
Employment lawyer is one of the most contested search terms in legal, and most of the people typing it are employees. A campaign built on the broad term pays for clicks from individuals who were fired, owed overtime or passed over, none of whom will instruct an employer-side firm. The employer searches are narrower and cheaper to qualify: employment defense attorney with a city or an industry attached, EEOC charge response lawyer, wage and hour defense attorney, executive employment agreement lawyer.
The landing page matters as much as the keyword. An ad for charge defense that lands on a homepage with attorney bios and a wrongful termination link sends the HR director straight back to the results. Each employer campaign gets its own page that says the firm acts for employers, names the kind of matter, explains how the firm bills in USD and ends with a short form that asks for the company, the issue and the deadline.
We report cost per qualified employer inquiry, not cost per click. An inquiry counts when it names a company, an issue and a deadline, and the owner can see which search and which ad produced it. We do not quote a cost per click for employment law keywords and we do not promise a number of matters.
Who this paid search suits
groups Customer segments
- person Firms with a plain employer page and no traffic that want inquiries within weeks rather than months
- person Firms whose current campaign is paying for wrongful termination and unpaid overtime clicks
- person Boutiques with a strong executive agreement practice that want inquiries from boards and founders
- person Firms opening a second office from Dallas and Chicago to Atlanta, Denver and Charlotte that need demand before referrals arrive
psychology What drives their decision
- check_circle Employer campaigns with their own budgets by kind of claim and kind of agreement
- check_circle Exclusion lists for fired, wrongful termination, unpaid, my employer, my boss and free consultation
- check_circle Landing pages that say the firm acts for employers and explain how it bills in USD
- check_circle A report that shows cost per qualified employer inquiry by search and by ad
How we deliver SEM
A clear, repeatable process built around how employment law customers search and decide.
1
Account and search term audit
We read the existing search terms report line by line, mark every employee search the campaign has paid for, check the conversion actions against real inquiries, and review every ad for a claim the firm cannot support.
2
Campaign structure by intent
Separate employer campaigns for charge defense, wage and hour defense and executive agreements, each with its own budget in USD and its own landing page, and a shared exclusion list that keeps employee searches out of all of them.
3
Ads the owner approves
Ads that say the firm acts for employers, name the kind of matter and the city, and promise nothing about a result. Every headline and description is approved by the owner before it runs, because the lawyer advertising rules of the firm's state apply to ads as much as to the website.
4
Landing pages and intake
One page per campaign with the employer question answered first, the way the firm bills in USD, the attorney who will take the call and a short form that asks for the company, the issue and the deadline. Calls and forms are tracked to the search and the ad.
5
Weekly review and monthly report
Search terms are reviewed every week and new employee phrases are added to the exclusions. Budget moves toward the searches and ads that produced qualified employer inquiries. The monthly report shows cost per qualified employer inquiry in USD by campaign, with no cost per click headline.
query_stats
What Employment Law SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers
- check_circle Search term audit and exclusion list
- check_circle Employer campaigns by kind of claim and agreement
- check_circle Ads approved by the owner before they run
- check_circle Landing page and intake form per campaign
- check_circle Monthly report on cost per qualified employer inquiry
What you can expect
- verified Spend goes to HR directors, founders and general counsel, not to employees with a claim
- verified Each kind of claim and agreement has its own campaign, budget and page
- verified Every ad says the firm acts for employers and promises no result
- verified Employer inquiries arrive tagged with the search and the ad behind them
- verified Cost per qualified employer inquiry is reported each month
Deliverables you receive
inventory_2 Search term audit with every employee search marked
inventory_2 Employer campaigns by kind of claim and kind of agreement, each with its own budget in USD
inventory_2 A shared exclusion list for employee searches, reviewed every week
inventory_2 Ads approved by the owner with no promised result
inventory_2 A landing page per campaign with a short employer intake form
inventory_2 Monthly report on cost per qualified employer inquiry by campaign
Technical approach
The mechanics behind SEM for employment law, explained plainly.
Conversion tracking
Calls, forms and booked consultations are tracked as separate conversion actions, with employee form submissions excluded from the employer goal. Where the practice management system records engagement letter signed, those results are imported so bidding learns from matters rather than clicks.
Location and schedule
Campaigns run in the metro areas and states where the firm's attorneys are admitted and actually appear, with no spend in states where the firm cannot act. Ad schedules follow when HR directors actually search, including the Friday afternoon when a charge notice lands.
Match types and exclusions
Phrase and exact match on employer terms, with broad match used only once the exclusion list has matured. Exclusions for fired, wrongful termination, unpaid, my employer, my boss, free consultation and job titles are reviewed every week against the search terms report.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads
Paid search can bring employer inquiries within weeks of launch, usually from companies that already have a charge or a demand letter. The first weeks are about cutting waste, and the following months are about moving budget toward the searches that produce matters.
Days 1 to 14
We audit the account, build the employer campaigns and the exclusion list, write the ads for the owner to approve, and put a tracked landing page behind each campaign. Nothing runs until the owner has approved every ad.
Weeks 3 to 8
Campaigns run, search terms are reviewed every week and the first employer inquiries arrive tagged with their search and ad. We cut the searches that bring employees and move budget toward the ones that bring companies.
Months 3 to 6 and beyond
Budget settles on the kinds of claim and agreement that produce qualified employer inquiries at a cost the owner accepts. We report monthly and we do not promise a number of matters, because companies instruct counsel on their own schedule.
Other Employment Law marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
Can Google Ads bring employer inquiries quickly? expand_more
Usually within weeks of launch, because companies with a charge or a demand letter are already searching. We do not promise a number of inquiries or matters, and we report what arrived rather than a forecast.
Why not bid on employment lawyer on its own? expand_more
Because most of the people typing it are employees. The broad term pays for clicks from individuals with a claim against an employer, which is the wrong side for an employer-side firm. We bid on employer terms with a kind of claim, an industry, a city or the word employer attached.
Do the lawyer advertising rules apply to ads? expand_more
Yes. The rules of professional conduct of the state where the firm is admitted apply to every ad, which is why the owner approves every headline and description before it runs and why no ad claims a result. HeyLead holds no law license and gives no legal advice.
What counts as a qualified employer inquiry? expand_more
A call or form that names a company, an issue and a deadline. Employee inquiries, job seekers and vendors are recorded on their own line so the employer number stays honest.
Can you quote a cost per click? expand_more
No. We do not quote a cost per click for employment law keywords. We report cost per qualified employer inquiry in USD, set after the free audit from your practice areas and your capacity.
Ready to get more from Employment Law SEM?
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