I spent 10 years as a paralegal at Percy Martinez P.A. in Miami, handling intake at Jackson Memorial and filing at the Richard E. Gerstein Justice Building. I also ran the marketing and tracked every ad dollar to signed retainers. Percy consistently appears at the top of Miami LSA results, outranking firms with 10x the budget. I hold a BBA from the University of Miami and I’m Google Ads certified. I managed budgets at Swatch Group before law, so I treat ad spend like a balance sheet asset.
CTA: Get Your Miami PPC Audit
Google Ads Partner | University of Miami BBA | 10 Years at Percy Martinez P.A. |
Miami PPC Reality
Summary: Miami personal injury PPC costs $200+ per click. 40% of Miami-Dade searches happen in Spanish (abogado de accidentes Miami). Tri-county targeting across Miami-Dade, Broward, and Palm Beach adds complexity. Minimum ad spend to compete in PI or med mal: $7,500 to $15,000 per month.
“Miami personal injury lawyer” runs $200+ per click. Morgan & Morgan and Steinger own the billboards and outspend everyone on head terms.
But 40% of Miami-Dade searches happen in Spanish. “Abogado de accidentes Miami” has lower CPCs and thinner competition. Most agencies ignore this or run machine translations. That’s half the market.
The tri-county blur matters. Someone in Aventura might click a Fort Lauderdale ad. Homestead searches different keywords than Coral Gables. Your geo-targeting needs to match how Miami actually works.
I learned these patterns over 10 years inside a Miami firm, not from a keyword tool.
What $14,478 Produced for Percy Martinez
Summary: Percy Martinez P.A. LSA campaign results: $14,478.22 ad spend, 55 qualified leads, 2 signed medical malpractice cases. Cost per signed case: $7,239. Average med mal settlement in Florida exceeds $200,000, making the ROI clear. Campaign managed by Jorge Argota from 2016 to 2024.
$14,478 in LSA spend. 55 qualified leads. 2 signed medical malpractice cases.
That’s $7,239 per signed case for a practice area where Florida settlements average over $200,000.
I ran these campaigns from inside the firm. I did intake, watched which leads became retainers, and killed campaigns that produced clicks but not cases. That’s why I track cost-per-signed-case, not cost-per-lead.
Percy consistently appears at the top of Miami LSA results, above Morgan & Morgan. They have 36 years and unlimited budget. We have better optimization.
By Practice Area
Summary: Miami PPC costs and strategy vary by practice area. Personal injury: $150 to $250 CPC, Spanish and tourism keywords recommended. Medical malpractice: $100 to $200 CPC, case values justify spend. Family law: $50 to $100 CPC, fragmented competition. Criminal defense: $75 to $150 CPC, speed critical. Immigration: $25 to $75 CPC, Spanish campaigns dominate.
Personal Injury costs $150 to $250 per click. Strategy shifts to Spanish campaigns, tourism injuries like cruise ship and rental car accidents, and neighborhoods where billboard firms don’t bid.
Medical Malpractice runs $100 to $200 per click. High cost but case values justify it. Percy’s $7,239 cost-per-signed-case on $200K+ cases proves the math.
Family Law costs $50 to $100 per click. Competition is fragmented. Coral Gables high-net-worth divorce searches convert differently than Hialeah custody searches.
Criminal Defense runs $75 to $150 per click. Speed matters most. Someone searching “Miami DUI lawyer” at 3am needs fast pages and click-to-call. Overnight bid adjustments are critical.
Immigration costs $25 to $75 per click. Spanish campaigns dominate. Cuban asylum, Venezuelan TPS, Colombian investor visas all require different targeting.
What Miami PPC Costs
Summary: Miami law firm PPC management costs 20% of ad spend with a $5,000 per month minimum. Miami PI and med mal typically require $10,000 to $15,000 monthly ad spend. Family law and immigration can work at $5,000 to $7,500. Client owns the Google Ads account from day one.
Management fee: 20% of ad spend. Minimum: $5,000 per month.
Miami reality: PI and med mal need $10,000 to $15,000 monthly to compete against Morgan & Morgan. Family law and immigration work at $5,000 to $7,500 because competition is more fragmented.
You own the account from day one. Data, optimization history, Quality Score. If you leave, you take everything.
I’ll tell you on the first call if the math works. If it doesn’t, I’ll recommend SEO instead.
One Firm Per Practice Area
Summary: Argota Marketing accepts one law firm per practice area per county. If hired for Miami-Dade personal injury PPC, no competing PI firms in Miami-Dade can become clients. This policy prevents strategy recycling and the conflicts of interest common at larger legal marketing agencies.
I take one firm per practice area in Miami-Dade.
If we work together on PI, your PI competitors cannot hire me. Your keyword research, bid strategy, and landing pages stay yours. Nothing gets recycled.
Most agencies run the same playbook for competing firms. You both pay them to bid against each other. I think that’s a conflict.
See Your Miami PPC Opportunity
I’ll audit your current campaigns or show you what’s possible from scratch. Realistic CPCs for your practice area, cost-per-case projections based on Miami data, and whether the math works for your case values.
