Running Google Ads for your law firm? That’s a smart move. Paid search can bring in high-intent leads quickly—people who are actively looking for legal help. But here’s the truth: most law firms don’t track the right numbers. They look at how many clicks they’re getting or how much they spent, and that’s it.
If you want your campaigns to actually grow your practice, you need to go deeper. Tracking the right PPC metrics can mean the difference between wasting your budget and consistently bringing in qualified leads.
Here are 7 PPC metrics every lawyer should track (but probably isn’t), and why they matter for your lawyer PPC strategy.
1. Conversion Rate by Keyword
Clicks are great, but conversions are what count. A conversion happens when someone takes action—fills out a form, calls your office, or books a consultation.
Tracking overall conversions is a start, but what really matters is conversion rate by keyword.
Why it matters:
- Not all keywords are created equal. “Best criminal lawyer in Miami” might convert at 10%, while “legal help” converts at 1%.
- Knowing which keywords lead to actual clients helps you cut waste and boost ROI.
What to do:
- Use Google Ads’ built-in conversion tracking.
- Break down performance by keyword.
- Pause or adjust bids on low-converting keywords.
This is one of the most powerful ways to fine-tune your lawyer PPC strategy.
2. Click-Through Rate (CTR)
Click-through rate shows how often people who see your ad actually click on it. It’s calculated by dividing the number of clicks by the number of impressions.
Why it matters:
- A high CTR often means your ad is relevant and appealing.
- Google rewards high CTRs with lower costs per click and better ad placements.
- A low CTR could mean your ad copy or targeting needs work.
What to aim for:
- For legal services, a CTR of 3–5% is solid.
- If it’s below 2%, test new headlines or descriptions.
- Use ad extensions (callouts, sitelinks, etc.) to increase visibility.
Good CTR leads to better quality scores, which means more value from every dollar spent.
3. Cost Per Conversion
This is how much you’re paying, on average, to get one lead or client. If you spend $500 and get 5 calls, your cost per conversion is $100.
Why it matters:
- It tells you whether your campaign is profitable.
- You can compare performance across different campaigns, devices, or keywords.
What to track:
- Monitor this weekly.
- Break it down by location, device, and keyword.
- Set a benchmark based on your average client value.
If your cost per conversion is higher than what a client is worth, your campaign needs adjustments.
4. Impression Share
Impression share shows how often your ad is being shown compared to how often it could be shown. It’s expressed as a percentage.
Example: If your impression share is 50%, that means your ad showed up half the time it was eligible to.
Why it matters:
- Low impression share could mean your budget is too small or your bids are too low.
- High impression share usually means your campaign is competitive.
What to do:
- Track “Search Lost (Budget)” to see if budget is limiting your visibility.
- Track “Search Lost (Rank)” to see if low quality scores are hurting you.
- If you’re losing impression share, your lawyer PPC strategy might need to prioritize fewer, better-performing keywords.
5. Call Tracking Metrics
If your main goal is getting phone calls, you need to go beyond counting clicks. Use call tracking tools (like CallRail or Google’s call reporting) to get more details.
Why it matters:
- You’ll know which ads or keywords led to real conversations.
- You can listen to calls to understand lead quality.
- You can measure call duration—longer calls often mean more serious leads.
What to track:
- Total calls
- Call duration (aim for 60+ seconds)
- First-time vs. repeat callers
- Time of day and day of week
This data helps you focus your budget on what’s working, down to the hour or location.
6. Landing Page Bounce Rate
You might have the perfect ad, but if the landing page doesn’t deliver, people will leave. That’s where bounce rate comes in.
Bounce rate is the percentage of visitors who land on your page and leave without taking any action.
Why it matters:
- A high bounce rate (70% or more) often means your landing page isn’t helpful or relevant.
- It can hurt your quality score and drive up costs.
- It’s a signal that people aren’t finding what they expected.
How to fix it:
- Make sure your landing page matches your ad copy.
- Keep the design simple and mobile-friendly.
- Use a strong call to action—like “Call Now” or “Book a Free Consultation.”
Tracking bounce rate can help uncover weak spots in your funnel and increase conversions.
7. Quality Score
Quality Score is Google’s rating (from 1 to 10) of how relevant and useful your ad, keyword, and landing page are to the user.
Why it matters:
- Higher scores lead to lower cost-per-click.
- Low scores can make you pay more to show up, or not show at all.
What it’s based on:
- Expected click-through rate
- Ad relevance
- Landing page experience
How to improve it:
- Write ads that include the keyword being searched.
- Match your ad copy to what’s on your landing page.
- Focus on user experience, especially for mobile users.
A strong lawyer PPC strategy includes regular Quality Score reviews and improvements.
Bonus Metric: Lead-to-Client Conversion Rate
Getting leads is great, but getting paying clients is what truly matters.
Track how many of your PPC leads turn into signed cases. This helps you understand the true return on your ad spend.
Why it matters:
- It tells you whether your intake process is working.
- Helps you decide where to invest more.
- Encourages alignment between your marketing and sales teams.
What to do:
- Track every call or form submission.
- Use a CRM or intake software to connect leads to outcomes.
- Review monthly to see trends.
Sometimes, the problem isn’t the ad—it’s what happens after the click. That’s why your PPC team and intake staff should always be on the same page.
Final Thoughts: Better Tracking PPC Metrics to Better Results
PPC advertising can be a powerful way for lawyers to get more clients—but only if you track the right numbers.
Here’s a quick recap of the 7 key metrics every law firm should be watching:
- Conversion Rate by Keyword – Focus on the keywords that bring in leads.
- Click-Through Rate (CTR) – Measure ad relevance and adjust copy as needed.
- Cost Per Conversion – Understand how much each lead is costing you.
- Impression Share – Don’t miss out on potential leads due to low visibility.
- Call Tracking – Know where your calls are coming from and their quality.
- Bounce Rate – Make sure your landing pages are actually working.
- Quality Score – Keep your ads, keywords, and pages aligned.
And don’t forget to track lead-to-client conversion rate—that’s where real growth happens.
A smart lawyer PPC strategy isn’t about spending more. It’s about tracking smarter, optimizing regularly, and making decisions based on real data. If your current campaign isn’t delivering, look beyond the clicks—your answers might be hiding in the numbers.
Need help setting up better tracking or improving your Google Ads performance? Reach out to a legal PPC expert who can build a strategy tailored to your firm’s goals.
