In short
Naelar runs attorney lead generation for personal injury and immigration firms. We use Google search ads, Meta ads on Facebook and Instagram, and Google Local Services Ads. Every lead stays exclusive to your firm, and we don't buy, sell or share leads.
The number that counts is cost per signed case: your ad spend divided by the clients who actually sign.
What Naelar runs for PI and immigration firms
This is advertising for your firm, run for your firm. It isn't a lead vendor, and it isn't a referral service.
If you've bought personal injury attorney leads before, you know the first question: who else got this one? Here the answer is nobody. The ads run under your firm's name, and the calls and forms come straight to you. Bought leads are compared with your own ads in our guide to personal injury leads.
The ad accounts, the CRM and the landing pages are set up in your firm's name, and your firm owns them. If we stop working together, the accounts and the data stay with you.
We start with personal injury and immigration firms. Family, criminal defense and estate planning firms get the same ads work; their pages cover what changes, starting with family law marketing. Immigration firms can read how this works for them on the immigration firms page.
Ads stop when the budget does. Search you earn is built page by page for each practice. Divorce firms can start with family law SEO, and immigration firms with SEO for immigration attorneys. Injury firms can read SEO for injury lawyers, and criminal defense firms criminal defense SEO.
Where each channel fits
Google search ads catch people already looking for a lawyer. Local Services Ads put your firm in Google's own lead format and charge per lead. Meta ads reach people before they've searched at all.
Most PPC for law firms is Google search ads: you pay when someone clicks. Costs vary too much by city and practice area to list here.
- Click prices by practice area and what a daily budget buys: Google Ads and PPC for law firms.
- Your own numbers: our cost per signed case calculator.
- Published costs: what lawyer lead generation costs.
- To be found in Google Maps and AI answers without paying per click, see local SEO and AI search.
- If you haven't settled on a budget or channels yet, start with how to plan your law firm marketing on one page.
| Channel | How it works | Fit for personal injury | Fit for immigration | What intake has to handle |
|---|---|---|---|---|
| Google search ads | Your ad shows when someone searches for a lawyer. You pay per click. | Reaches people searching for help after an accident or injury. | Reaches people searching for help with a visa, green card or deportation case. | Calls can come at any hour, including nights and weekends. |
| Google Local Services Ads | Google shows your firm in its own ad format, and you pay for leads rather than clicks.[1] | Fits people who want to call a local firm right away. | Google lists immigration lawyer services as a category. Check that it is open in your area.[1] | Calls and messages arrive through Google, and each one needs a fast reply. |
| Meta ads (Facebook and Instagram) | Your ad shows in feeds to people in your area, before they've searched. | Works for some firms and not others. Track it to signed cases before you spend more. | Useful for plain ads that explain what your firm helps with. | Forms fill in fast, so the first call has to check there's a real case. |
Injury firms weighing TV, billboards or lead vendors too can compare them in our guide to personal injury lawyer advertising.
The cost is your ad spend, which goes to Google and Meta, plus our fee. We don't publish our fee. We never charge per signed case or take a share of your fees. Click prices and published costs per lead are in our guide to lawyer lead generation cost.
How Local Services Ads work for lawyers
With Local Services Ads you pay for leads, such as calls and messages, rather than clicks.[4] There are no keywords to pick.[4] Google targets your ads by the service categories and areas you choose.[4] Our guide to Local Services Ads for lawyers goes into what Google checks, how lead credits work and when to skip them.
Google's US category list includes personal injury, immigration, family, criminal and estate lawyer services.[1] A category on the list doesn't mean it's open where you practice. Google's own eligibility check on that page tells you.[1]
Speed matters here too. Google says ad ranking may be affected if you regularly fail to answer calls or respond to messages.[1] So the person who calls back should get every lead alert, not a shared inbox nobody checks. Our guide to AI receptionists for law firms covers who answers after hours.
Local Services Ads are moving into Google Ads
Google is moving existing Local Services Ads campaigns into Google Ads, as a Performance Max campaign type with pay-per-lead goals.[4] You still pay per lead, and the ads still show only on Google Search and Google Maps.[4] The old lead inbox becomes a Leads page in Google Ads, and you can download leads to import into your own CRM.[4]
Google's timeline for the move:
- Its first wave, from August 2026, names home and storefront services only.[5]
- Its late 2026 wave includes professional services, and the remaining categories follow in 2027.[5]
- Google doesn't name legal services in either list, so watch your own account for the date.
Two things to do before your account moves:
- Save your reports, because your Local Services Ads performance reports won't transition to Google Ads.[4]
- Plan your bids, because manual bidding, such as a maximum cost per lead, is no longer supported there.[4]
Facebook and Instagram advertising for lawyers
Meta ads show in Facebook and Instagram feeds to people in your area, before they've searched for a lawyer. So leads need more screening, and the first call has to check there's a real case. Meta reviews each ad against its own advertising rules, and that review decides what runs. We keep the wording to what your firm does, and we track Meta leads to signed cases before you spend more.
Our guide to Facebook and Instagram ads for lawyers goes further into lead forms, landing pages and Meta's ad rules. If you also post without paying, see our guide to organic social media.
Why not TikTok for US personal injury and immigration firms
We don't use TikTok advertising for US personal injury or immigration firms. TikTok's ad policy says ads for services related to personal injury lawsuits or immigration law are not allowed.[6]
How a launch runs, and what you approve
Nothing is built, published or sent until your firm signs it off. We check accounts, tracking and pages with you before any ad spend starts.
Audit
We look at your current ads, website, phones and CRM. We also call your firm, after hours too, and fill in your forms the way a new client would, and we write down what happens. Then we show you where inquiries go missing today.
Accounts and tracking
Ad accounts, call tracking and CRM source fields come first, so the first lead is tracked.
Ads and landing pages
We write the ads and build practice-area landing pages. You review them before anything runs.
Launch and review
Ads go live. We then review leads, consults and signed cases with you and change what isn't working.
Tracking
We measure signed cases, not leads
A lead is only worth paying for if it becomes a signed case. So we report cost per signed case alongside cost per lead, and link each call and form back to the ad that produced it.
That means call tracking for the call source, a hidden field for the form source, and a source field in your CRM. Intake doesn't have to type the source in by hand. The CRM side is on our intake and CRM page.
In August 2026 we audited an online shop, not a law firm. Its tag manager container was installed but empty, and its Google Ads tag had no conversion labels. Google Ads had no way to count which clicks led to a result. We check for the same gap in a firm's account before any ad spend starts.
- Ad clickGoogle search, Local Services or Meta
- Call or formCall source and form source recorded
- First replyLogged in the CRM with its source field
- ConsultBooked and attended
- Signed caseCounted against the ad that paid for it
Ads only work if someone answers fast
Ad spend is wasted if nobody replies to the lead. Reply speed is part of the job.
In Hennessey Digital's 2025 test of 1,333 US law firms, 26% hadn't replied to a web form within seven days.[2] Hennessey is a law firm marketing agency, and it sent every test inquiry between 10 a.m. and 12 p.m. local time.[2]
We set up alerts so a person can call back quickly. The full workflow is in our speed to lead guide for personal injury firms, and the build is part of intake and CRM. For after-hours calls and automatic alerts, see AI and automation.
What you get, and what you don't
You get campaigns, tracking, landing pages and reporting. The list also shows what's left out: shared leads, promises about case numbers, and ads that promise outcomes.
Included
- Google search ads
- Meta ads on Facebook and Instagram
- Google Local Services Ads
- Practice-area landing pages
- Call, form and CRM source tracking through to signed cases
- Reporting on leads, consults and signed cases
Not included
- Buying, selling or sharing leads. Every lead stays with your firm.
- TikTok advertising for US personal injury or immigration firms
- Promises about case numbers or results
- Legal advice. We're not a law firm, and your firm reviews its own ads.
Advertising rules your ethics counsel should check
Lawyer advertising rules vary by state and by bar. We're not a law firm and we don't give legal advice, so we don't tell you what the rules allow.
We write ads that say what your firm does, with no promises about outcomes. Your firm decides what runs and stays responsible for its own ads.
Before launch, have your ethics counsel review the ad wording and any fee arrangement with a marketing company, us included.
Who this suits, and who it doesn't
This suits personal injury and immigration firms that can answer new leads quickly and want to see which ads produce signed cases. It doesn't suit firms that want leads delivered with no work on their side.
A good fit
You're a personal injury or immigration firm. Someone can answer new inquiries within minutes during opening hours. You want to know which ads produce signed cases, and you're happy to review ads before they run.
Not a fit yet
You want leads bought in, or you're fine with leads shared between firms. Or nobody at the firm can answer new inquiries yet. In that case, start with intake and CRM or offshore staffing first.
We work with US firms, California first. The ads and the intake questions change by practice area. Read how for personal injury firms, immigration firms, family law firms, criminal defense firms and estate planning firms.
Running a firm in England or Wales? Read the UK version of this page.
Questions firms ask before hiring help with ads
Four questions come up first: who owns the leads, who owns the accounts, what gets tracked and which channels are closed.
Do you share or sell my leads to other firms?
No. Every lead from your ads goes to your firm only. We don't buy, sell or share leads.
Who owns the ad accounts?
Your firm. The ad accounts are set up in your firm's name and your firm owns them.
How do you know which ads produce signed cases?
We record the source of each call and form and carry it into your CRM. Then we count signed cases by ad. Our guide to cost per signed case shows the math.
Are Google Local Services Ads worth it for lawyers?
It depends on your practice area, your location and how fast you answer. You pay for leads rather than clicks, so the value rests on how many of those leads sign.[1] Google is also moving Local Services Ads into Google Ads, so save your reports before your account moves.[4]
Are Facebook and Instagram ads any good for PI or immigration firms?
Sometimes. They reach people who haven't searched yet, so leads need more screening. We'd scale them only once they produce signed cases.
Can PI or immigration firms advertise on TikTok in the US?
No. TikTok's ad policy says ads for services related to personal injury lawsuits or immigration law are not allowed.[6] So we don't use it for those firms.
How soon should we reply to a new lead?
As fast as a person can. Hennessey Digital, a law firm marketing agency, reported a median reply time of 13 minutes in its 2025 study.[3] Our guide to fast lead follow-up shows how to reply within minutes.
What does this cost?
Two things: your ad spend, which goes to Google and Meta, and our fee. We don't publish our fee here. Ask on the intro call.
Sources
- Google Help, "Getting started with Local Services Ads - United States", page undated, support.google.com/localservices/answer/6224841, including its list of service categories. Checked October 9, 2026.
- Hennessey Digital, "2025 Lead Form Response Time Study", published June 24, 2025, key findings and methodology (firms contacted, time of day, seven-day cutoff), hennessey.com/2025-lead-form-response-time-study. Checked October 8, 2026. Vendor study (law firm marketing agency).
- Hennessey Digital, "2025 Lead Form Response Time Study", published June 24, 2025, finding on median response time, hennessey.com/2025-lead-form-response-time-study. Checked October 8, 2026. Vendor study (law firm marketing agency).
- Google Ads Help, "Local Services Ads transition to Performance Max campaigns with pay-per-lead goals", page undated, support.google.com/google-ads/answer/17213585. Checked October 9, 2026. Google's own announcement.
- Google Ads Help, "Supported business verticals for Performance Max campaigns with pay-per-lead goals", page undated, migration phases, support.google.com/google-ads/answer/17326460. Checked October 9, 2026.
- TikTok For Business, "Ads policy: Other products and services", last updated August 2026, ads.tiktok.com/help/article/tiktok-ads-policy-other-products-and-services. Checked October 9, 2026.
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