Google Ads · Lawyers & Legal Services
Turn the Most Expensive Clicks on Google Into Signed Cases
MaxV™ builds your campaigns around qualified case inquiries: dedicated intake landing pages, Enhanced Conversions tracking, and bidding that learns from consultations, not clicks. Run by a current Google Partner agency for Canadian law firms.
Flat retainer · no contract · fees never scale with your ad spend
Google Partner — currentThe Problem
Why law firm budgets burn: clicks are not case inquiries
Most law-firm Google Ads accounts underperform because they optimize for clicks and form fills instead of qualified case inquiries. Legal keywords sit among the most expensive on Google. When an agency tunes your account to clicks, you pay premium rates for traffic your intake team can never sign.
- Tire-kickers and price shoppers fill your forms at premium cost per click
- Wrong-jurisdiction and unqualifiable inquiries eat your intake team's hours
- Budget runs out before the case worth a partner's time ever calls
The MaxV™ Method
MaxV™ applied to legal intake: from click to consultation
MaxV™ rebuilds your account around qualified case inquiries: defined with your firm, tracked through Enhanced Conversions, and fed back into bidding so budget follows consultations, not clicks.
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You define what a qualified case inquiry is
Before anything launches, your firm sets the bar: practice area, jurisdiction, and the matter value worth a partner's time. That definition becomes the target every other step optimizes toward.
→ the account chases your cases, not generic form fills -
Campaigns segmented by practice area and intent
Search and Performance Max campaigns are built per practice area, with keywords, negatives and ad copy matched to how each type of client actually searches for help.
→ budget stops leaking into wrong-jurisdiction, wrong-fit clicks -
Dedicated intake landing pages, inside the retainer
Each practice area gets its own intake page built for paid traffic. Page optimization sits inside the MaxV™ methodology, not on a separate invoice.
→ the same clicks turn into more consultation requests -
Tracking that learns from consultations, then value bidding
GA4, Google Tag Manager and Enhanced Conversions are wired so the account learns from qualified consultations, not raw clicks. As that data accumulates, bidding shifts to tROAS and value-based targets.
→ Google bids toward inquiries your intake team can sign
Campaign Structures by Practice Area
Urgent matters and considered matters get different accounts
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High-urgency matters get speed-built campaigns
Criminal defence and family inquiries come in under pressure. Keywords target immediate need, negatives strip out research traffic, and intake landing pages put the call button first.
MaxV™ practice-area segmentation
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Considered matters get trust-built campaigns
Business law, estates and immigration clients compare before they call. Campaigns target evaluation-stage searches, negatives cut DIY queries, and landing pages answer questions before asking for the consultation.
MaxV™ practice-area segmentation
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See how your practice area splits
Request a flat-rate quote and get a campaign structure outline built for your firm's matters.
Get a structure for my practice area
Proof · Operator-Verified Results
Lead generation results we can put a name to
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Entreprises MST
3×
Qualified leads tripled. The same outcome a firm's intake depends on: inquiries worth a partner's time, not raw form fills.
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Pretech
3×
Qualified leads tripled, with qualified-conversion data feeding the bidding instead of click counts.
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Comairco · Industrial
−39%
Cost per qualified lead cut by 39 percent. Qualified, not raw, which is the difference that matters in expensive click markets.
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Legal sector result
[CONTENT NEEDED]
One law-firm client result: firm name or anonymized practice area, one metric, timeframe.
All figures operator-verified and labelled by industry. None are legal-sector yet. The mechanism they prove transfers, because it optimizes the same thing your firm needs: inquiries worth signing.
Proof · The Pages That Do the Converting
Excellent service! A professional, responsive and highly competent team. Our Google Ads landing pages have performed far better since we started working with them. I recommend them without hesitation.
Compare the models
Two fee models. Only one is rewarded when cases sign.
IMG Media runs law firm Google Ads on a flat monthly retainer with no contract, and optimizes campaigns toward qualified consultations through Enhanced Conversions instead of clicks. Most agencies bill a percentage of your ad spend and report click metrics. Before you compare proposals, compare what each model pushes the agency to do with your budget.
| The question to askdecision criterion | A percentage-of-spend agencyfees scale with spend · click metrics | IMG MediaMaxV™ · flat retainer, no contract |
|---|---|---|
| What is the agency paid on? | A percentage of your ad spend. The fee grows when the budget grows, whether cases sign or not. | A flat monthly retainer. Fees never scale with spend, so the only reason to raise your budget is that it brings in cases worth signing. |
| What counts as success? | Clicks and form fills. A wrong-jurisdiction inquiry counts the same as a consultation a partner would take. | Qualified case inquiries, defined with your firm before launch, so intake stops sorting junk to find the real matters.MaxV™ · qualified inquiry definition |
| What does Google's algorithm learn? | To find cheaper conversions, which in legal usually means weaker, unqualifiable inquiries. | To find consultation value. Qualified-inquiry data feeds tROAS bidding, so budget shifts toward the searches that produce real matters.MaxV™ · tROAS value bidding |
| Who builds the intake landing pages? | Often out of scope, or quoted as a separate project on top of the management fee. | Your dedicated intake landing pages are built and refined inside the retainer. No upsell, no separate project.MaxV™ · intake landing pages, inside the retainer |
| How are consultations actually tracked? | Platform defaults. Clicks and form submissions, with no signal about which inquiries became consultations. | GA4 and GTM wired to your intake, with Enhanced Conversions carrying consultation outcomes back into the account.MaxV™ · GA4 + GTM + Enhanced Conversions |
| What if you want out? | Check the agreement first. Multi-month terms are common, and leaving early can cost you. | Leave any month. No contract, and your firm keeps the account, the data and every lead. |
The decisive difference is incentive. When fees do not scale with your spend and there is no contract holding you in, the only way an agency keeps your file is to keep qualified case inquiries coming. The credential behind it stays simple: current Google Partner. Full pricing and policies at our model.
Before You Ask For a Quote
Straight answers before you spend a dollar
How fast will qualified case inquiries start arriving?
Not on day one, and any agency that promises otherwise is guessing. Inquiries can arrive early, but the bidding gets smarter in phases. First, your campaigns and Enhanced Conversions tracking build a base of qualified-consultation data. Then tROAS bidding takes over and Google's algorithm starts optimizing toward the inquiries your intake team can actually sign. Skipping that learning phase is how accounts end up optimized for clicks.
What budget does a law firm realistically need?
Enough to compete in one of the priciest keyword markets on Google. We will not quote you a click figure, because cost per click is the wrong number. The math that matters is cost per qualified inquiry against the value of a signed file in your practice area. We scope budget on that basis, you pay Google directly, and our flat retainer stays the same whether you spend more or less.
Who approves the ad copy before it runs?
Your firm does. Nothing launches until you have reviewed and approved every ad and intake landing page, so your professional-conduct obligations stay under your control, not an agency's.
[CONTENT NEEDED: confirmation of law-society advertising-rule compliance experience, to state as a credential rather than only a workflow.]
What happens if we decide to stop?
You walk away with everything. There is no contract, so you can leave any month, and the Google Ads account, the conversion data and every lead belong to your firm. A no-contract retainer means the work has to re-earn your file every single month.
Do intake landing pages cost extra?
No. Dedicated intake landing pages are built and optimized inside the MaxV™ methodology, within the flat retainer. Pages and campaigns run as one system for paid traffic, because a qualified inquiry depends on both the click and what happens after it.
Are you a certified Google partner?
Yes. IMG Media is a current Google Partner agency. You can see the team behind your account at about us.
Request a Consultation
See what your account is teaching Google before you commit to anything
You get a concrete read on your campaigns: what Google is learning from your conversion signals, where spend leaks into clicks your intake team can never sign, and what a qualified-inquiry setup would change.
Our Google Ads landing pages have performed far better since we started working with them.You'll speak with Nathanaël Morin, Partner and Director of Technology. Google Partner agency, flat retainer, no contract.
Ready to get started?
Tell us about your goals and we’ll take it from there — no obligation.
Request a quote