Matthis Janssen
Runs your account, answers your questions
- Has run paid search and social for more than twenty B2B software companies
- Builds and approves every campaign on your account himself
- The person you talk to about your account
Google Ads for small law firms
More clients who can pay you. Fewer consultations that go nowhere.
For small firms in six practices, from divorce to injury. Each matter gets its own ad and its own page, shown only in the counties you serve, and the searches that bring free-advice callers are blocked. Every call and form is counted in your monthly report.
Where are you with Google Ads right now?
Matthis and Paul, the two people who run your account. 25 minutes; we look at your firm before we call.
Sample: a divorce firm in Houston
01Someone in Harris County searches
contested divorce lawyer houston02Your ad repeats the search
Sponsored
Your firm · yourfirm.com/contested-divorce
Contested Divorce Lawyer in Houston
Children or property at stake? Talk to a divorce lawyer today.
03The page matches the ad. They call.
Contested · Harris County · two children
Counted04Searched the same day, and never shown your ad
- free divorce forms texasBlocked · $0
- divorce lawyer salaryBlocked · $0
- divorce lawyer dallasWrong county · $0
August report31 calls and forms,
$194 each.
- free divorce lawyer$0
- free will template$0
- pro bono immigration$0
- personal injury lawyer salary$0
- how to fire an employee$0
- homes for sale$0
- divorce forms$0
- uscis forms$0
- legalzoom will$0
- paralegal jobs$0
- eviction notice template$0
- cheap divorce$0
- citizenship test questions$0
- insurance quote$0
01
From $2,000 a month, flat
For ad budgets from $4,000 a month
02
Your account, your pages
In your name from day one. You leave with all of it
03
3 months, then monthly
No buyout when you leave
04
Live in three weeks
Pages in week 2, ads in week 3, after your sign-off
Your county
Search your main matter in your county. Who shows up?
Most owners have never seen what a client sees on a phone at nine in the evening. Before the call we pull it for your matters and your county: which firms show, what their ads promise, and whether you are there at all.
ExhibitCYour county, today
divorce lawyerHarris County, TX
Sponsored · Competitor A
Houston Divorce Attorneys
Sponsored · Competitor B
Divorce Lawyer, Harris County
Sponsored · Competitor C
Family Law Firm in Houston
Your Firm, PLLC does not show for this search.
Where it leaks
Four places a small firm's ad budget leaks.
What we fix first, on every account we take.
01 · Searches
Clicks from people who were never going to hire you.
“Free divorce lawyer”, “divorce forms”, “paralegal jobs”. Each click costs what a client's click costs. We block these searches before the first ad runs, and the list grows every week from your own search terms.
02 · Place
Ads shown where you do not practice.
A metro-wide or statewide setting pays for people three counties away. Your ads show only to people in the counties you serve.
03 · Page
A click on “custody lawyer” that lands on your homepage.
The caller has to find the matter, the city and the number on their own, and many give up. Each matter gets its own page that says what you take and where, with a short form and the number.
04 · Count
Nobody can say which calls came from the ads.
Then nobody can say what they cost. Every call and form through our pages is counted, and the monthly report shows what each one cost.
Your part
You answer the phone. We do the rest.
You give us three things once: your matters, your counties, your fee. Then the work is ours.
Day 1
A 25-minute call.
With Matthis and Paul. We read your account, or your market, before we speak.
Your part: 25 minutes
Within two days
The teardown, in writing.
If you already run ads: what we found and the first three changes. Yours to keep, whatever you decide.
Your part: Read it
Week 1
We agree who should call you.
Your matters, your counties, your fee. Access to your Google Ads account, or we open one in your name.
Your part: Three answers and a login
Week 2
Your first pages go live.
On your domain, in your words.
Your part: Approve the pages
Week 3
Your campaigns go live.
Every call and form is counted from that day, and you get the list of searches we block.
Your part: Approve the ads
Every month
One page on the first business day.
What you spent, how many calls and forms came in, what each one cost, and what we changed.
Your part: Read one page
Month 3
You decide on two reports.
Keep going, raise the budget, or stop. You keep the account, the pages and the data either way.
Your part: Decide
Every working day in between, Matthis and Paul read your search terms, bids and ads. Your part: answer the phone.
The page
One page for each matter, in your words.
A consultation with someone who lives three counties away, wants a court form or expects free advice is an hour you do not bill. The page says what you take and where, and asks your questions, so fewer of those calls reach you.
ExhibitAA matter page
Your Firm, PLLCHouston, TX
Divorce Lawyer in Houston
Contested and uncontested divorce. Harris and Fort Bend County.
Call (713) 555-0142
Consultation: $250
One hour with an attorney. Credited to your retainer.
County
Harris
Do you and your spouse agree on the terms?
No
Children under 18?
Yes, two
Send
The headline repeats the search: the matter and the city.
The number, near the top. A tracking number, so every call through the page is counted in your monthly report.
Your fee, if you want it shown. People who expect free advice stop here, not on your line.
A short form with the questions you would ask on the phone. The answers reach you in writing.
The report
What you read on the first business day of each month.
One page, written by a person. What you spent, how many calls and forms came in, what each one cost, and what we changed. No dashboard to learn, nothing for your staff to fill in.
What counts as an inquiry
A call from the ads that lasts past the minimum we agree in week one, usually 60 to 90 seconds, or a completed form, from someone in the counties you serve. Agreed in writing before the first ad runs.
ExhibitBThe monthly report
Your Firm, PLLC · Google Ads
August 2026
- What you spent
- $6,000
- Inquiries
- 31 (24 calls, 7 forms)
- Cost per inquiry
- $194
- Who called
- 14 contested divorce, 8 custody, 5 uncontested, 4 child support. All 31 in Harris or Fort Bend County.
- What we changed
- Blocked 23 searches for forms and legal aid. Moved budget from uncontested to custody, where an inquiry costs less.
- What we change next
- A Spanish custody page, if you want Spanish callers. Your call before the 10th.
Matthis Janssen · reply to this email and one of us answers.
The rules
Ads you would be comfortable showing a judge.
Under Rule 5.3 you answer for what your marketing vendors write. Every ad and page is drafted against your state's rules, you see it before it runs, and we tell you what needs filing and by when.
ABA Model Rules
§ 5.3
Responsibilities regarding nonlawyer assistance
The rules for Google Ads, state by state
We are not lawyers. This is not legal advice.
The fee
A flat monthly fee, set by your ad budget.
The fee steps up with the size of the account, not with every dollar you spend. Google bills your ad spend to your card directly; we never touch it.
$2,000a month
$4,000 to $8,000 a month in ad spend
Typically one practice, one metro
$2,750a month
Up to $12,000 a month in ad spend
Typically one practice, several counties
$3,500a month
Up to $15,000 a month in ad spend
Typically two practices, or a whole state
Above $15,000 a month in ad spend
Several practices or states, and most injury accounts
Setup is $1,000, once, for the pages, the tracking and onboarding. Three months minimum, then month to month with no buyout. Below $4,000 a month in ad spend our fee would take too big a share, and we will tell you how to run it yourself.
Your numbers
What may one inquiry cost you?
Four numbers you know. The answer is the most a call or form can cost in ad spend before the ads stop paying for themselves.
The monthly report shows what an inquiry really cost, so you can hold the two side by side.
Sets the click prices.
$
From $4,000. Paid to Google directly, not to us.
$
What an average new client pays you, all in.
Your own estimate, for matters you take.
- Ads and our fee, a month
- $6,000 + $2,000 = $8,000
- New clients to cover it
- 2
- Calls and forms that takes
- 6
One inquiry may cost up to $1,125 in ad spend.
Family law clicks cost $10–$34, so $6,000 buys about 180–600 clicks. Getting 6 calls or forms from those means one for every 33 to 110 clicks.
Plus $1,000 setup, once. Fees, not profit. Click prices: Google's top-of-page range, median over 15 US metros, September 2026. We promise no number of calls or clients.
Your risk
Your account, your yes, your way out.
The fear with any agency is a long contract, an account in their name and nothing to show for it. Here is what you can hold us to.
The account is yours from day one.
The Google Ads account, the pages and the data are in your name. If you leave, you take all of it and we help you hand it over.
Three months, then month to month.
No twelve-month contract and no buyout when you leave.
Nothing runs without your yes.
You see every new ad text and approve every page before it goes live.
You decide at month three.
Two reports in hand: keep going, raise the budget, or stop.
A flat fee, never a percentage.
We earn nothing from talking you into a bigger budget.
Judge us before you pay.
The teardown and the market check cost nothing, and the written teardown is yours to keep.
The people
The two people who run your account.
No account manager, no junior, no ticket queue. The two people on the first call are the two people on your account every month.
Paul Nispel
Works your account, builds our tools
- Built the marketing operations, tracking and reporting at two software companies
- Builds the software that checks your account every day and flags what needs a decision
- Designs the tracking behind every number on your monthly report
Hamburg, Germany. US Eastern and Central hours.
Who we are, and six things you can hold us toSix practices
Something else? Ask us on the call.
- Family and divorce
- Estate planning and probate
- Real estate
- Employment, employee side
- Immigration
- Personal injury
Not forCriminal defense, traffic and mass torts, or firms that want one agency for everything.
Questions
What firms ask before they book.
The call
Tell us about your firm.
We read before we speak, and reply within one business day with times for a 25-minute call with Matthis and Paul.
Read by Matthis Janssen and Paul Nispel, the two people on the call.