For South African Law Firms
Google Ads Agency
for Lawyers
We run Google Ads for law firms, built one practice area at a time, so the consultations come from people ready to instruct an attorney — not from the far larger crowd looking for free advice or legal aid. From R3,500 a month. No lock-in.
Google Ads Certified · In the industry since 2018 · One specialist, not an account manager
Documented Client Accounts
Four client accounts published with their account screenshots, in USD. None of them is a law firm account, and we are not going to pretend otherwise. Judge the method, then read the numbers and the reconciliation notes on the results page.
What You Get
Google Ads for law firms,
run by one specialist.
No junior account manager, no rotating team, no 12-month contract. You deal with Vogien directly, every time.
One campaign per practice area
Divorce, RAF, labour, conveyancing and criminal work have almost nothing in common — different urgency, different value, and costs per click that differ by a factor of twenty. A single “Attorney” campaign lets the cheapest area set the bid for all of them.
Free-advice traffic blocked
This is the defining problem in legal. Search volume for free legal advice and legal aid vastly exceeds volume for people ready to pay a retainer, and it is the single largest source of wasted spend in law firm accounts.
Built for a booked consultation
The conversion is a consultation booked or a call long enough to qualify — never a form fill. Legal enquiries are high-volume and low-quality by default, so the counting has to be strict or the bidding optimises toward the wrong people.
Highest CPCs, so tightest control
Legal is the most expensive vertical in Google Ads. That rules out broad match and loose geography — a single careless week costs more here than a month does in most trades.
You own everything
Your Google Ads account, your billing, your data. Leave whenever you like and the account, history and conversion data stay with you.
One firm per practice area, per area
We will not take a second firm competing on the same practice area in the same city. Bidding two clients against each other raises both their costs.
Built For Lawyers
Practice areas are not
interchangeable.
The cost of a click and the value of a matter both swing enormously by area of law. Deciding which matters you actually want is most of the strategy.
01 · Highest volume
Family & divorce
Divorce, maintenance, custody, antenuptial contracts. Steady, emotionally urgent search volume with a wide quality range, so this area lives or dies on how strictly a qualified enquiry is defined and on keeping unrepresented free-advice seekers out.
02 · Highest value per matter
Personal injury & RAF
Road Accident Fund claims, medical negligence, injury on duty. The most valuable matters and the most competitive auction in South African search, which means narrow keywords, exact match and a hard cap on where you are willing to be seen.
03 · Most predictable
Conveyancing & property
Transfers, bond registration, sectional title. Transactional, deadline-driven and far less emotional than the rest — the closest thing legal has to a compliance job, and consistently under-bid because it is unglamorous.
04 · Best repeat value
Labour & commercial
CCMA matters, dismissals, contracts, company and commercial work, debt collection. Lower volume, and the area most likely to turn one matter into an ongoing relationship — so it can justify a higher cost per consultation than the headline numbers suggest.
Stop Paying For These
The searches that look like
legal work and are not.
This is where most law firm budgets actually go. Blocked from day one.
People who cannot pay
free legal advice · legal aid · pro bono · free attorney · legal aid south africa
People who want your job
law jobs · candidate attorney · articles of clerkship · paralegal vacancies · llb
People studying, not instructing
llb courses · law school · case law · judgments · legal templates · sample contract
People who will never instruct you
how to represent myself · do it yourself divorce · divorce forms download · top law firms list
Your free audit shows you exactly which of these your current account is paying for, in rands, from your own search terms report.
Pricing
From R3,500 a month.
Cancel any time.
Management fee only — your ad spend stays in your own account, on your own card, and we never touch it. No setup fee, no lock-in, no notice period.
Questions
What law firms ask us.
Do you have documented results for a law firm?
No, and I will not pretend otherwise. The four accounts published with dashboards on our results page are in other verticals — plumbing, coatings, pest control and e-commerce. What transfers is the method: strict conversion definitions, practice-area separation and disciplined negative keywords. What does not transfer is a promise, and any agency showing you someone else’s legal numbers as if they were yours is doing something you should be suspicious of.
Legal clicks are extremely expensive. Is it viable?
It depends almost entirely on the practice area and on what one matter is worth to you. Conveyancing and labour work can be viable at modest budgets. RAF and personal injury are among the most expensive auctions in South African search, and going in with a small budget and broad keywords is the most reliable way to lose money in Google Ads. We would rather tell you that before you spend it.
Is there anything about legal advertising I should be aware of?
Two things. Google applies extra restrictions and verification requirements to some legal advertising categories, so certain campaigns need clearing before they can run. And the Legal Practice Council’s rules on how attorneys may advertise apply to your copy regardless of what the platform allows. We write to those constraints, and where a claim would be a problem we will tell you rather than run it.
How do you stop us drowning in unqualified enquiries?
By defining a conversion narrowly and refusing to loosen it. A form fill is not a conversion in legal — a consultation booked or a call long enough to qualify is. That means reported lead volume looks lower than a competitor agency would show you, and the cost per instructed matter comes out better.
Will you work with another firm in my area?
Not one competing on the same practice area in the same city. Bidding two clients against each other in the same auction raises both their costs and only one can win the click.
Am I locked in?
No. Month to month, cancel any time, and the Google Ads account stays yours — with all the history and conversion data in it. If we are not earning the fee you should be able to leave without a phone call about it.
Free Audit
Find out how much goes
to free-advice searches.
Send your details and Vogien will go through your account personally — how much of your spend went to legal aid and free-advice traffic, whether your practice areas are competing for the same budget, and what the negative keyword list is missing. No obligation, and you get a straight answer either way.
Request your free audit
For law firms specifically.