PPC Management
for Family Law & Divorce Attorneys.

Family law PPC is the most price-signal-sensitive of the legal verticals. Visitors are not in emergency mode. They have been thinking about the decision for weeks or months. They want to understand what it will cost before they pick up the phone. Landing pages that show the consultation fee and a retainer range by case type convert at roughly double the rate of pages that hide that information behind a contact form. It feels counter-intuitive — surely transparency loses the price-sensitive shoppers — but in practice the opposite is true. The price signal builds trust and the visitors who do call are pre-qualified.

Practice-area campaign architecture matters more in family law than most agencies realize. Uncontested divorce, contested divorce, high-asset divorce, adoption, custody modification, prenuptial agreements — these are not the same product and they are not the same case value pool. High-asset divorce campaigns can sustain $80 CPC because the case value justifies it. Uncontested-divorce campaigns need to stay below $20 CPC because the case value does not. A single mega-campaign averaging across all of those ends up over-bidding the cheap stuff and under-bidding the high-value stuff. We rebuild around case-type campaigns every time.

Negative keywords are unusually important in family law. Search queries like 'free divorce,' 'pro bono divorce,' 'legal aid family,' 'DIY divorce papers,' 'court self-help,' 'low-income divorce' indicate visitors who are not going to retain a paying firm. Every account we audit has dozens to hundreds of these terms eating budget. The negative keyword list for a properly tuned family law account runs 4,000+ entries and gets reviewed weekly. It is unglamorous work and it is exactly the work that separates a $1,400 CPL account from a $700 CPL account.

Offline conversion integration is the technical move that pays off most. Without it, Smart Bidding optimizes on consultation bookings — which is the leading indicator but not the outcome. With it, the algorithm learns from signed retainers and stops bidding on the keywords that produce bookings but never produce paying clients. Two weeks of CRM-to-Google API setup, then 6–10 weeks of learning, and the CPL curve compresses meaningfully. We run this on every legal account and most medical practice accounts in the book.