Most law firms running Google Ads are paying for leads the algorithm thinks are equal — but they’re not. We fix that.
At Sapling Digital, we work exclusively with law firms. That means every campaign we build, every bidding decision we make, and every conversion we track is built around one goal — helping you attract more of the cases your firm actually wants. Not just more leads.
Most agencies set up Google Ads the same way regardless of who the client is. The problem with that approach in legal is that not all leads are worth the same. A consultation that turns into a high-value case is worth ten times a tyre-kicker — but if you’re tracking them the same way, Google doesn’t know that. We do things differently.
We don't run generic campaigns and swap in your practice area. Every campaign is built around how people actually search for legal help — by problem, urgency, and intent. That means tighter ad groups, more relevant ads, and lower cost per qualified lead from day one.
This is where most law firm campaigns fall flat. We assign weighted values to different lead types based on case quality — then feed that data back to Google's algorithm. Over time, the algorithm stops optimising for volume and starts optimising for the leads most likely to become high-value cases.
Getting the click is only half the job. We build and optimise landing pages specifically for legal audiences — people who are stressed, searching for help, and making a fast decision. Every element is designed to get them to pick up the phone or fill out the form.
No vanity metrics, no black box dashboards. You get clear reporting on what matters — cost per lead, lead quality, and return on ad spend. You own your account, always. If you leave, you take everything with you.
We’re straightforward about what we do and how we do it. Every client gets:
Legal has some of the highest CPCs of any industry — often $30–$100+ per click depending on practice area and market. That means there’s no room for a generic setup. Every element of the campaign needs to be dialled in specifically for how people search for legal help, and how your firm converts them.
Instead of telling Google that every lead is equal, we assign different values to different conversion types based on case quality indicators. Over time this teaches the algorithm to go after the searches and audiences most likely to produce your best cases — not just the most leads.
Most clients see meaningful improvement in lead quality within the first 30 days as the campaign collects data and the bidding strategy matures. We’re transparent about timelines from the start — no overpromising.
No. We work month-to-month. We’d rather keep your business by delivering results than lock you in with a contract.
