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Industry PPC · Criminal Defense

Criminal Defense PPC agency

Criminal defense is one of the most urgent buying decisions a person makes. Someone searching for a criminal defense attorney isn't browsing — they're in a crisis moment, often acting on behalf of themselves or a family member within hours of an arrest or charge. That urgency changes everything about how PPC campaigns need to be structured: speed of response, clarity of messaging, and immediate trust signals are what convert a frightened searcher into a consultation.

Plans for the USAudit · $297
5.0 on Fiverr Pro · 723 reviewsGoogle Partner$4.4M in ad spend managed a year (USD)

How We Help Criminal Defense Businesses Get More from Google Ads

Your campaigns are built around the specific charge types your firm handles — DUI, drug offenses, assault, white-collar — because someone searching "DUI lawyer" needs to know immediately that you handle DUI cases, not just "criminal defense." Ad extensions with phone numbers, attorney credentials, and response guarantees reduce friction at the moment of highest intent.

Timing matters in criminal defense. Arrest-related searches happen at all hours, and your bidding strategy accounts for evening and weekend search patterns when many arrests occur. Landing pages are built for speed and clarity — a frightened person reaching your page at midnight needs one thing: a way to reach your firm immediately.

Start with an account audit — we'll show you exactly where your current campaigns can improve.

Our solution

Our solution for

Criminal Defense PPC

ManagementGoogle and Meta, managed →Plans from $590 a month, set by your ad spend.Audit · $297Account audit →A one-off review of your account: a document, a video and a 30-minute call.Tracking · $500Tracking setup →Server-side tracking, Consent Mode and offline conversions from your CRM, where it allows it.
PPC agency

Criminal Defense PPC growth

Generic legal campaigns that bundle criminal defense keywords with civil, family law, or immigration terms create budget competition within your own account. A prospective DUI client served an ad about divorce attorneys clicks away immediately. Without charge-specific ad groups and landing pages matched to each offense type, budget is consumed by clicks that feel relevant but aren't — leaving your actual ideal clients to find a competitor who speaks directly to their situation.

Charge-specific campaigns put the right message in front of the right searcher at the right moment. Someone arrested for drug possession sees an ad about drug defense. A DUI suspect sees your DUI track record and direct contact options. Each landing page addresses the specific charge, the process, and the immediate next step. That precision turns a frightened searcher into a consultation — and a consultation into a retained client. That's the difference between running Google Ads and running Criminal Defense Google Ads.

Why choose us

Why PPC Works for Criminal Defense Businesses

PPC campaign Audit & Setup

Criminal defense campaigns are organized around charge type: DUI/DWI, drug offenses, assault and violent crimes, theft and property crimes, white-collar, and juvenile matters each warrant their own campaign structure. This segmentation allows ad copy and landing pages to match the specific legal situation the searcher is facing, building immediate relevance and trust.

Negative keywords filter out searches for civil matters, immigration, and personal injury — adjacent legal terms that share vocabulary but represent the wrong buyer. Each campaign is structured to reach someone facing the specific charge your firm is prepared to defend.

Ongoing PPC Management

Criminal defense searches happen around the clock — arrests don't follow business hours. Bidding strategies for criminal defense maintain competitive presence during evenings and weekends, when search volume spikes following arrests. Device targeting accounts for the high share of mobile searches in this vertical, since people often search from their phones in stressful moments.

Geographic targeting focuses on your jurisdiction — county, metro area, or state — ensuring your budget reaches people who can actually hire a local attorney to represent them. Your campaigns stay competitive when urgency is highest and the need is most immediate.

Conversion Rate Optimization

For criminal defense firms, the conversion that matters is the phone call — specifically, the consultation request from someone facing a charge. Call tracking with keyword-level attribution shows which searches generate actual consultations, not just site visits. Form submissions are a secondary conversion, though most urgent criminal defense clients reach out by phone.

Tracking call duration and outcome (consultation scheduled vs. not) provides richer data on lead quality beyond raw volume. Your tracking connects search queries to retained clients — the metric that actually reflects your firm's growth.

Why choose us

What Your Criminal Defense PPC Campaigns Deliver

Lower Cost Per Lead

Charge-specific campaign structure eliminates budget waste on searches that don't match your practice areas. When each ad group targets a specific offense type and negative keywords block civil and unrelated legal searches, your cost per consultation drops because the clicks are from people who need exactly what you offer. Campaign data over time identifies the charge types and search patterns that consistently convert.

Your budget reaches people facing charges your firm defends — not general legal browsers who won't become clients.

Higher Quality Leads

Quality in criminal defense means consultations with people who are facing actual charges and are ready to retain counsel. Charge-specific campaigns with intent-matched landing pages filter for this quality at the keyword level — only people searching for the specific type of defense you handle are likely to click and call. Landing pages that speak directly to the charge type reinforce this relevance after the click.

Fewer wasted consultations, more retained clients — the leads your practice actually needs to grow.

Your Data, Your Account

Businesses that don't own their accounts often start from scratch when they switch agencies — losing months of conversion data, audience lists, and Quality Score history. For criminal defense firms, that history captures which charge types and search terms generate your highest-value clients, and which campaigns perform best during peak search windows.

Full admin access, real-time reporting, and complete data portability from day one. Your call tracking data, your remarketing audiences, your campaign performance history — they belong to your firm, not to an agency.

PPC benchmarks

Criminal Defense PPC Costs & Strategy Guide

How Much Does Criminal Defense PPC Cost?

Criminal defense is one of the more competitive legal PPC verticals, reflecting the high case values and urgency that make Google Ads particularly valuable for defense attorneys. Industry benchmarks indicate that legal keywords, including criminal defense, sit among the higher-cost categories in paid search — reinforcing the importance of precise keyword targeting and strong landing page conversion rates.

The relevant metric isn't CPC in isolation — it's cost per retained client. A well-structured criminal defense campaign with charge-specific ad groups, strong call tracking, and high-converting landing pages can deliver a cost per consultation that makes economic sense relative to average case value. Structure and precision are what make criminal defense PPC financially defensible.

What Google Ads Strategy Works Best for Criminal Defense?

Search campaigns organized by charge type consistently outperform generic "criminal defense attorney" targeting. Charge-specific ad groups — DUI, drug defense, assault, white-collar — produce better click-through rates and higher-quality consultations because ads match the searcher's specific situation rather than offering a general legal overview.

Call extensions and call-only campaigns capture the high share of mobile searchers who want immediate phone access during a crisis. A charge-specific search strategy plus robust call tracking creates a criminal defense PPC program that generates consistent consultation volume.

How Do You Measure Criminal Defense PPC Success?

Consultation calls and retained clients are the KPIs that matter. Call volume from tracked numbers, consultation scheduling rate, and cost per retained client are the metrics that reflect true campaign value. Click-through rate is useful for headline testing, but conversion-to-consultation is the measure that matters.

Tracking call outcomes — which calls become consultations, which become retained clients — gives you the full picture of PPC ROI. When your data connects search queries to signed retainer agreements, you have a complete view of what your campaigns are actually delivering.

Plans · the US

One monthly fee, set by your ad spend

Activation $500 oncetracking included

Start

$590$990/month

1 platform · Google or MetaGoogle + Meta
Ad spend
up to $3,000
New creativesmade by us
Google + Meta only4 a month
Book a call · Start

Growth

$790$1,290/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$3,000 – 10,000
New creativesmade by us
Google + Meta only6 a month
Book a call · Growth

Scale

$1,140$1,940/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$10,000 – 25,000
New creativesmade by us
Google + Meta only8 a month
Book a call · Scale
In every plan
  • Management of campaigns, creatives and budget
  • A monthly report: what changed, what we decided, what we did
  • One call a month, in your time zone
  • Accounts in your name: our access you can revoke
Three-month minimum, then month to month.

ChatGPT Ads: a separate pilot, $250/month, added to a plan. See the pilot →

How we start

From application to first campaigns

  1. Book a 20-minute call.Five questions about your market, spend and platforms, then pick a time.
  2. Call with Matteo.20 minutes on your account. Pick a time in your own time zone.
  3. Activation.In month one we set up the accounts and the tracking. $500, once.
  4. First campaigns.They go live on the new data, with the first creatives of the month.
FAQ

Questions before you book a call.

How do we start?

Book a 20-minute call with Matteo and answer a few questions. If it fits, we agree the plan, then activation: account setup and tracking in month one, first campaigns right after.

What is the activation fee?

$500, once, in the first month. It covers account setup and the tracking setup.

Is there a contract?

A three-month minimum, then month to month.

I only run Google (or only Meta). Can I start with one?

Yes. That is the “1 platform” price on every plan.

Who makes the ads?

We do: 4, 6 or 8 new creatives a month on Google + Meta plans, by tier.

What do I get every month?

Campaign management, a monthly report and one call.

Who owns the ad accounts and the data?

You do, always. Google Ads, Meta, GA4 and the tracking container are in your name. We have access you can revoke; if you leave, everything stays with you.

Do you work in my time zone?

Pick a time in your own time zone when you book. We answer in writing within one working day.

Other industries

Managed on numbers you can check.

Plans for the US