Paid Ads for Law Firms — LPC-Compliant Campaigns That Generate Consultations
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, Google Local Services Ads, and Google Search Ads — all written and structured to comply with LPC guidelines, all optimised for the SA legal market.
How Paid Ads Are Priced — No Surprises
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 — Paid to Us
This is what you pay us to set up, manage, optimise, and report on your campaigns. It's a percentage of your ad spend — so as your results improve and you scale, we earn more too. Our interests are aligned with yours.
Example: R10,000 ad spend × 10% = R1,000/month to us.
| Platforms | Management Fee |
|---|---|
| 1 platform (Meta OR Google) | 10% of ad spend |
| 2 platforms (Meta + Google) | 15% of ad spend |
| 3+ platforms | 20% of ad spend |
Minimum recommended spend is R5,000/month per platform. We'll advise on the right starting budget for your practice area before you commit.
Three Platforms. One Team. All LPC-Compliant.
Google Local Services Ads (LSA)
- What it is:
- Your firm appears at the very top of Google with a "Google Screened" badge — the highest trust signal Google offers.
- How Google bills you:
- You pay Google per verified lead — a call or message through the ad. This is between you and Google. Not per click — per actual contact.
- How we bill you:
- 10% of your monthly LSA budget as a management fee. Separate from what you pay Google.
- Why it works:
- Extremely high intent. People searching for a lawyer are ready to hire.
- What we do:
- Setup, verification, budget management, lead quality review, monthly optimisation.
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:
- 10% of your monthly Meta budget as a management fee.
- 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.
Google Search Ads
- What it is:
- Keyword-targeted ads that appear when someone searches for a specific legal term.
- How Google bills you:
- Pay per click. You set a budget cap.
- How we bill you:
- 10% of your monthly Google Search budget.
- Why it works:
- "Divorce attorney Cape Town", "RAF lawyer Johannesburg" — high-intent searches from people ready to act.
- What we do:
- Keyword research, campaign structure, LPC-compliant copy, bid management, conversion tracking, monthly reporting.
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 free 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 LSA in SA legal typically delivers leads at R300–R800 per verified lead depending on practice area and city. 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 LSA, R3,000–R5,000/month is a reasonable start depending on your practice area and city.
Google LSA says "pay per lead" — does that mean I only pay if I get a result?
"Pay per lead" describes how Google bills you — you pay Google per verified contact (call or message), not per click. That's separate from our management fee, which is 10% of your ad spend regardless of lead volume. We track leads and cost per lead for you monthly.
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 72 803 1821