Paid Ads for Law Firms — LPC-Compliant Campaigns That Generate Consultations
Quick Answer
Paid ads buy visibility while your organic rankings build. We run Google Search Ads for people typing high-intent legal searches and Meta Ads for the practice areas where demand must be created, with tracking that shows what each enquiry cost.
We manage your ad campaigns. You control the budget. You keep the leads.
Paid advertising for law firms is not the same as other industries. The Legal Practice Council has strict rules on what you can and cannot claim in advertising. Most ad agencies don't know them. We do. We manage Meta Ads and Google Search Ads — all written and structured to comply with LPC guidelines, all optimised for the SA legal market.
Flat-Fee Ad Management — No Hidden Costs
There are two costs when running paid ads. They are completely separate:
Your Ad Budget — Paid to the Platform
This is the money that goes directly to Meta or Google to run your ads. You set the budget. You control it. You can increase or decrease it at any time. It goes straight from you to the platform — we never touch it.
Example: You spend R10,000/month on Google → R10,000 goes to Google.
Our Management Fee — Flat Monthly Rate
A flat monthly fee based on how many platforms we run for you — never a percentage of your spend. Scale your ad budget up or down without your management fee changing.
Example: R10,000 Google budget + 1-platform plan = R10,000 to Google + R4,000 to us.
| Platforms | Management Fee |
|---|---|
| 1 platform (Google OR Meta) | R4,000/month |
| 2 platforms (Google + Meta) | R6,000/month |
| Full stack (Google Search + Meta + Display/Remarketing) | R8,000/month |
Ad spend is billed separately and paid directly to the platform — you always have full visibility and control over your budget. No percentage markups, no surprises. Management fees cover campaign setup, optimisation, reporting, and ongoing A/B testing.
Paid ads management is available as a growth add-on to your Results Package, from R4,000/month.
Two Platforms. One Team. All LPC-Compliant.
Google Search Ads
- What it is:
- Keyword-targeted ads that appear at the top of Google when someone searches for a specific legal term — like "divorce attorney Cape Town" or "RAF lawyer Johannesburg."
- How Google bills you:
- Pay per click. You set a daily budget cap and never spend more than you approve.
- How we bill you:
- Flat R4,000/month management fee (single platform). Combined with Meta = R6,000/month for both.
- Why it works:
- Highest intent traffic available. These are people actively searching for a lawyer right now — not scrolling social media. Google Search Ads consistently deliver the lowest cost per consultation for law firms.
- What we do:
- Keyword research, campaign structure, LPC-compliant ad copy, bid management, negative keyword refinement, conversion tracking (calls + form fills), and monthly performance reporting.
Meta Ads (Facebook & Instagram)
- What it is:
- Awareness and lead generation on Facebook and Instagram.
- How Meta bills you:
- Standard ad spend — you pay Meta per click or impression. You set a daily budget cap.
- How we bill you:
- Flat R4,000/month management fee (single platform). Stacks into the 2-platform plan at R6,000/month if combined with Google.
- Why it works:
- Best for personal injury, family law, and divorce — practice areas driven by emotional triggers, not just active searching.
- What we do:
- Campaign strategy, audience targeting, LPC-compliant creative, A/B testing, monthly reports.
Every Ad We Write Is LPC-Compliant
The Legal Practice Council prohibits law firms from making claims about success rates, guaranteeing outcomes, or using testimonials in certain ways. We write all ad copy for the SA legal market:
- No claims of guaranteed outcomes or success rates
- No misleading comparisons with other firms
- No testimonials that violate LPC advertising guidelines
- Honest, professional copy that builds trust — not hype
We review your existing advertising for LPC compliance as part of your 42-point visibility audit — at no charge.
What's Included in Paid Ads Management
Setup (once)
- Campaign architecture and structure
- Audience research and targeting setup
- LPC-compliant ad copy (2–3 variations)
- Conversion tracking (calls, form fills)
- Budget recommendation
Ongoing (every month)
- Weekly performance monitoring
- A/B creative testing
- Bid and budget adjustments
- Monthly performance report (spend, leads, cost per lead, recommendations)
NOT included
- Ad spend budget (paid by you directly to the platform)
- Video or photography production (available as add-on)
What to Expect — Honestly
Paid ads for law firms can generate leads quickly — sometimes within the first week. But results depend on your budget, your market, your practice area, and how competitive your city is. We don't guarantee a specific number of leads or cost per lead.
What we guarantee:
- Campaigns set up correctly from day one
- LPC-compliant copy that won't get you in trouble
- Transparent reporting so you always know what you're getting
- Honest advice — if something isn't working, we'll tell you why
Benchmark: Google Search Ads in SA legal typically deliver clicks at R80–R250 depending on practice area and city. Meta Ads typically range from R15–R60 per click. We'll give you a market-specific estimate before you start.
Frequently Asked Questions
Do I need to be on the core retainer to use paid ads management?
Yes. Paid ads management is an add-on to our core local SEO retainer. Ads perform significantly better when your GBP, reviews, and website are already optimised. We'll tell you when you're ready.
What's the minimum budget to start?
We recommend R5,000/month per platform minimum. For Google Search Ads, R5,000–R10,000/month is a reasonable start depending on your practice area and city. Meta Ads typically work from R5,000–R8,000/month.
What happens to my campaigns if I stop?
They stop immediately. Paid ads don't compound like organic SEO. That's why we always recommend building the organic foundation first and using paid ads as an accelerator on top.
Can you run ads for any practice area?
Most, yes. Some practice areas have very low search volume in SA — we'll tell you upfront if paid ads aren't cost-effective for your situation.
Ready to Talk About Paid Ads?
We'll audit your current visibility first — organic and paid. Then we'll tell you honestly whether ads make sense for your firm right now, and which platform to start with.
Or call us: +27 69 511 8513