In short
Naelar works with US law firms, personal injury first and immigration second, with a focus on California. Rishabh Goria, our founder, built and ran these systems inside law firms.
Every lead stays exclusive to your firm. We're not a law firm, so we don't give legal advice on ads, intake or anything else.
Practice areas with their own page
Six practice areas get a page of their own, and each one says what we set up for that kind of firm. Los Angeles firms have one more page, on what local search there looks like.
Practice pages link to their guides where we have one. Those are personal injury lawyer advertising, SEO for immigration lawyers, SEO for family lawyers and SEO for criminal defense lawyers.
What changes from one practice area to the next?
Who calls, when they call and what the rules allow. The services stay the same, and each page says how they bend to the practice area.
Who calls and when
A criminal defense call often comes late at night from a relative. An immigration caller may need the first conversation in another language. An employment inquiry arrives with a filing deadline running.
What the rules allow
TikTok's ad policy says "Ads for services related to family law, immigration law, employment law, personal injury lawsuits are not allowed."[1] In criminal defense cases, California bars soliciting business for attorneys in and about jails[2] and soliciting by live phone or real-time electronic contact.[3] Each practice page says what that means for its ads.
How a good month is judged
Personal injury firms look at cost per signed case. Estate planning firms follow seminars and referral partners as well as ads, and judge them by planning meetings booked.
Firms in Los Angeles also have a page on local search there, covering the map results and Spanish searches.
How do search demand and click prices differ by practice area?
A lot. The same kind of search costs about $6 a click in estate planning and about $171 in personal injury. The right budget and channel mix differ too.
| Head search | Searches a month | Estimated click price |
|---|---|---|
| personal injury lawyer | 201,000 | $170.62 |
| criminal defense lawyer | 135,000 | $61.33 |
| employment lawyer | 135,000 | $35.66 |
| divorce lawyer | 246,000 | $29.97 |
| immigration lawyer | 135,000 | $14.39 |
| estate planning lawyer | 246,000 | $6.20 |
Read the price as a reason to judge each channel by signed cases, not clicks. A cheap click in estate planning and an expensive one in injury can both be right, depending on what a signed case is worth. Our guide to cost per signed case shows the method, and Google Ads for law firms covers budgets.
The mix also changes. Injury and criminal defense firms lean on local search and ads for people who need a lawyer now. Estate planning firms also win clients through seminars and referral partners, so their page covers follow-up as well as ads.
Practice areas without a page, and what stays the same
Three practice areas on our homepage don't have a page yet. Whatever the practice area, the ground rules don't change.
Ask us first
- Workers' compensation
- Bankruptcy
- Medical malpractice
The same services apply here: ads, local SEO and AI search, intake and CRM, and offshore staffing. What's missing is a page for your practice area and a story from that kind of firm.
We won't claim experience with these firms that we can't show you. Ask us and you'll get a reply within one business day.
What stays the same for every firm
- Your leads are yours alone, and we don't sell them on or pass them to another firm.
- Nothing goes live, and no message goes out, until your firm has signed it off.
- You don't pay for the first conversation.
Your attorneys stay in charge of what the firm publishes and of its compliance. We're not lawyers, so we can't advise on bar rules.
Where to go next
Start with services (ads, local SEO and AI search, intake and CRM, offshore staffing), about (who runs Naelar and why) or contact (send a message instead of booking).
Guides
Browse all guides, starting with these:
- Law firm marketing plan
- How to choose a law firm SEO company
- Legal intake software for small firms
- Legal answering services compared
- Law firm website examples
Running a firm in England or Wales? Read the UK version of this page.
Sources
- TikTok Ads, "Other products and services" advertising policy, page undated, ads.tiktok.com/resources/help/article/tiktok-ads-policy-other-products-and-services. Checked October 29, 2026.
- California Business and Professions Code section 6152, reproduced by California Public Law, california.public.law/codes/business_and_professions_code_section_6152. Checked October 29, 2026. Official text: leginfo.legislature.ca.gov.
- State Bar of California, Rules of Professional Conduct, Chapter 7 (Rule 7.3), calbar.ca.gov. Checked October 29, 2026.