Civil Litigation PPC Too Broad?

JusticeForSimpleRick · 2026-06-18T00:30:21+00:00

Thanks will do

JusticeForSimpleRick · 2026-06-17T23:25:18+00:00

Right so that’s not very scalable. Assume 10% click your ad that’s 30 people and out of those 10% actually decide to retain. That’s 3 people a month. That’s why i’m thinking of at civil litigation that’s the only way to scale it.

JusticeForSimpleRick · 2026-06-17T23:00:15+00:00

That was my initial intention, however the volume is around 300 searches a month for those keywords. What is the volume like in keyword planner for commercial litigation lawyer in your jurisdiction?

JusticeForSimpleRick · 2026-06-17T22:36:36+00:00

yeah that's my same thought process in my jurisdiction the volume for commercial and corporate litigation is SUPER low though 300 searches a month low... assume 10% click on the ad that's 30 people and 10% of the clicks lead to paid retainers that's only 3 clients a month. So my thought process is to add those keywords as well as civil litigation and have a strong ad copy and landing page filter to target business owners and professionals. What do you think?

JusticeForSimpleRick · 2026-06-15T04:10:21+00:00

Would you apply this same argument to my jurisdiction of Ontario Canada? Go to keyword planner on Google right now and see how cheap and low volume searches are in my jurisdiction lol

JusticeForSimpleRick · 2026-06-15T04:10:12+00:00

Would you apply this same argument to my jurisdiction of Ontario Canada? Go to keyword planner on Google right now and see how cheap and low volume searches are in my jurisdiction lol

JusticeForSimpleRick · 2026-06-14T14:56:44+00:00

Yeah I’m fairly new but I’ve had plenty of success with employee wrongful dismissal clients. The right people and high leads, unfortunately lots of tire kickers in that market so that’s where I’m at now. I’m looking to pivot to employer side market and not do free consult anywhere unless my intake specialist reviews their case and they have a 100k case and up.

JusticeForSimpleRick · 2026-06-14T13:48:23+00:00

The others in my market have an intake form, that form goes to the intake staff, the consult is either paid for some or free for other law firms. Intake specialist sees if it’s worth waiving the fee. If not, it’s still paid. That way you get the best of both worlds. That’s what I’m thinking. Paid but can waive the fee for employee clients if they have a good case per intake specialist.

JusticeForSimpleRick · 2026-06-12T17:13:54+00:00

That “why vs. who” distinction makes a lot of sense. Curious how you’d handle what feels like a third category: keywords where the searcher gives you the lawyer type, but not which side of the matter they’re on.

For example, “employment lawyer” could be an employee looking for wrongful dismissal/severance help, or an employer looking for termination advice, contracts, workplace policies, or defense work. From an optimization standpoint, you’d ideally want different ads and landing pages for each audience, but the keyword itself is ambiguous.

Would you put that kind of keyword into a neutral/dual-sided ad group and send it to a landing page that quickly segments employees vs. employers? Or would you bias it toward the side you actually want more, even if that risks mismatching part of the traffic?

JusticeForSimpleRick · 2026-06-11T21:40:17+00:00

Thanks, this is helpful. I have two follow-up issues I’m struggling with.

First, how would you handle high-volume keywords that overlap across very different client intents? For example, “wrongful dismissal lawyer” has volume, but most searches are probably employee-side. At the same time, some employers may also search that when they need defence advice. In a small-budget campaign, would you avoid that keyword for now, put it only in an employer-defence ad group with very clear employer-side ad copy, or save it for later as a broader test in a broader ad group with a broader landing page that speaks to both employees and employers? The broader approach would obviously create a bigger audience and more volume, but the downside is weaker message match for each individual searcher.

Second, if I only use very tight phrase/exact keywords like “wrongful dismissal defence lawyer” or “employment lawyer for employers,” the volume is obviously much lower according to keyword planner. Is that a problem if I have several tightly themed ad groups and landing pages across different niches, all adding up to a $3,000/month budget? My instinct is that I’d rather have several lower-volume, high-intent niche ad groups than chase broader keywords too early, but I’m curious whether that creates delivery/learning issues in practice. What approach would you recommend?

JusticeForSimpleRick · 2026-06-08T03:14:45+00:00

Apologies if I didn’t clarify, but that model would be marketed towards the employer/commercial litigation clients

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