82% of Florida law firms track clicks. Not signed cases.
A single trucking click in Miami-Dade runs over $800. Most agencies spend it on people who will never hire you.
Free projection · no contracts · response within 1 business day
Live · 3-Platform PPC System
Google Ads
Search · Performance Max · Video
$6,000
75% · SCALE
Local Service Ads
Google Screened · Pay per lead
Per lead
TRUST LAYER
Microsoft Advertising
Bing · Edge · Outlook · 45+ desktop
$2,000
25% · MARGIN
Built on the tools your firm actually uses · case tracking, not vanity dashboards
Most firms run Google alone and leave 30 to 60% of reachable case volume on the table.
The system runs Google Ads, Local Service Ads, and Microsoft Advertising as a unified 75/25 split. Google gets 75% for scale. Microsoft gets 25% because the same legal keywords cost 30 to 60% less and reach a 45+ desktop demographic with higher net worth and higher policy limits. LSA runs on top for trust.
Google Search PPC · Performance Max
The volume workhorse. Best for high value queries where the search itself signals case complexity; trucking accidents, medical malpractice, federal criminal charges. Mobile first, urgent intent.
- Mobile first urgent, intent-heavy queries
- Performance Max for branded terms only
- Search only for cold practice-area queries
- Offline conversion upload for signed-case bidding
Local Service Ads Google Screened · Pay per lead
Appears above paid search. The Google Screened badge builds trust before the prospect reads a single word of the ad. Best for immediate calls across any practice area. Percy outranks Morgan and Morgan here.
- Dispute bad leads for automatic credit
- Speed of response is the #1 ranking factor
- Review recency keeps you in the top 3
- Merged with Google Business Profile reviews
Microsoft Advertising Bing · Edge · Outlook
The margin play. Same keywords, a 45+ desktop demographic with higher net worth and higher policy limits. 73% homeowners. Fewer firms bidding. Cleaner auctions.
- $100K / $300K+ policy limits on average
- Higher value uninsured motorist coverage
- Exact match always wins overlapping auctions
- Audience Network OFF on day one
From a $500 starting budget to outranking Morgan and Morgan.
Same system, different practice areas. Percy Martinez sits above Morgan and Morgan in Miami LSAs for medical malpractice. Jorge L. Flores took the Kendall Map Pack in 5 months after adding the Microsoft 25% split.
Percy Martinez, P.A.
$500 budget to 287 leads in 5 weeks.
Started against firms spending $50,000 a month on TV. Tight keyword groups, 5,000+ negative list on day one, and offline conversion upload from Clio to Google Ads. Every click traced to a signed retainer. Percy now ranks above Morgan and Morgan in Hialeah LSAs for personal injury and medical malpractice.
The Numbers
Measured in Google Search Console, Google Ads, and Clio · verifiable
483%
Organic traffic growth
Source Google Search Console · Aug 2022 to Aug 2025
16.3K
Qualified organic clicks
Source Google Search Console · clicks to signed-case pages
287
Qualified leads generated
Source Clio case management · Q1 launch window
-62%
Cost per signed case drop
Source Google Ads · $4,800 to $1,820 · first quarter
Jorge L. Flores, P.A.
Added Microsoft. CPSC dropped 47% in 60 days.
Was running Google only and paying $3,100 per signed case. Added Microsoft Advertising at a 25% budget split with the Audience Network turned off. Same keywords, older desktop demographic, higher policy limits. Cost per signed case dropped to $1,640 within 60 days. Top of the Map Pack for Kendall medical malpractice within 5 months.
Cost per signed case 60 day trend
$1,640
Blended Google + Microsoft · down from $3,100
The Numbers
Measured across Google Ads, Google Business Profile, and Microsoft Audience · verifiable
-47%
Cost per signed case
Source Blended Google + Microsoft · $3,100 to $1,640
#1
Kendall Map Pack
Source Google Business Profile · medical malpractice query
73%
Homeowner leads
Source Microsoft Audience · policy limit signal
Ten years of Florida law firm PPC. Here’s the sum total.
Individual firm numbers are in the case studies above. These are the aggregate totals across every firm, every practice area, every market. The scale that makes the system work; the reason I can preload 5,000+ Florida-tested negatives on day one.
Career Total · 2015 to 2026
$18M+
Florida legal ad spend managed
Across personal injury, medical malpractice, criminal defense, family, immigration, and employment practices. Every dollar tracked from Google Click ID to signed retainer in Clio or Filevine.
Annual spend managed
2016 → 2025
10 yrs
Florida legal paid media, no other industry
Since 2015 · Percy Martinez, P.A. (Miami)
140+
Florida firm ad accounts audited
Source Google Ads MCC · account access records
5
Practice areas with live campaigns
Areas PI · Med Mal · Criminal · Family · Immigration
4
Florida metros with active campaigns
Metros Miami · Orlando · Tampa · Jacksonville
Click ID to signed retainer.
Legal cases take 7 to 90 days to sign. Google needs signal faster than that. The two-stage import keeps the algorithm bidding on keywords that produce retainers.
Capture
Click lands.
Form fires or call rings. Google Click ID captured and locked to the lead for future value uploads.
Instant · day 0Value signal
$0
Qualify
Intake confirms fit.
Proxy value sent to Google so bidding does not stall while the case goes through the 7 to 90 day signing process.
Day 1 to 2Value signal
$500
Sign
Retainer signed.
Real case fee uploaded. Google learns which clicks produced contracts and bids higher on those keywords.
Day 7 to 90Value signal
$5K-15K+
How it works
Three tools, one loop. Every click tied to a retainer.
The Testimonials. In their own words.
Three Florida attorneys who came from national agencies with $5,000 retainers and dashboards full of clicks. Each one describes the same thing: the moment the math actually started working, and what Jorge said when a campaign did not make sense.
10-Year Client · Percy Martinez, P.A.
Before Jorge, we were paying $5,000 a month to a national agency for a dashboard full of clicks and zero signed cases.
What got me was he said no to a campaign I wanted to run. Said the math did not work at our budget and he would rather not take the fee than run something that was going to burn. Nobody had ever done that before. That is why he has been my marketing person for a decade.
Percy Martinez, Esq.
Managing Partner · Percy Martinez, P.A. · Miami
I told him Microsoft Ads would never produce quality med mal leads. I was wrong.
He showed me the math on a Google doc. Same keywords, 45+ demographic, 73% homeowners. I said fine, run it for 60 days. Cost per signed case dropped in the first month and I stopped second-guessing him.
Jorge L. Flores, Esq.
Founder · Jorge L. Flores, P.A. · Kendall
My old agency had us running broad match “lawyer near me” 24/7 pointed at the homepage.
Jorge killed it in the first week. Rebuilt the campaigns by practice area, dayparted to our intake hours, put up landing pages that actually matched the ads. Lead quality doubled in a month. Nobody else operates this way.
Roberto Vasquez, Esq.
Partner · Vasquez Law Group · Fort Lauderdale
Every keyword reviewed. Against signed retainers. Every 90 days.
Most agencies skip this step because it needs case management data they do not have access to. Campaigns drift. Cost per signed case climbs. The audit cuts the keywords that produced clicks but no retainers.
The 90 day arc
Day 1 to Day 90 · then repeats quarterly
01
Build
Weeks 1 to 2Practice-area ad groups with exact and phrase match. 5,000+ negative keyword list preloaded from 10 years of Florida legal data. Landing pages matched one-to-one with ad groups.
Deliverable
Campaign map · negative keyword list · landing page spec
02
Launch
Week 3Google + LSA + Microsoft go live at the 75/25 budget split. Microsoft Audience Network off day one. Dayparting matched to your actual intake hours, not 24/7.
Deliverable
3 platforms active · tracking pixels firing · first-week SQR
03
Track
Weeks 4 to 8CallRail captures the Google Click ID on every call. Clio or Filevine marks qualified leads and signed retainers. Offline conversions upload daily. The algorithm starts learning.
Deliverable
Offline conversion pipeline · weekly signed-case report
04
Audit
Day 90Every keyword reviewed against signed retainers. If a keyword produced clicks but no case, it gets cut. Typical cut rate is 15 to 25% of the original list, budget reallocated to the winners.
Deliverable
Full keyword audit report · kept / cut / scaled decisions
05
Refine
Quarter over quarterThe model learns your firm’s case-type mix. The audit repeats every quarter; the keyword list gets tighter, the CPC drops, the retainer volume compounds.
Deliverable
Monthly CPSC report by case type · 12 month trend view
The same $8,000 budget. Two completely different outcomes.
This is what happens when a Florida law firm moves off a single-platform, broad-match setup onto the 3-platform system with offline conversion tracking and a 90-Day Keyword Audit. Same firm. Same monthly spend. Six months apart.
Before · Month 1
Broad match on the homepage. Voicemail at 2am.
Monthly ad spend Google Ads only
$8,000
Form fills + call volume Undifferentiated leads
52
Cost per signed case The only number that matters
$2,670
Signed retainers Month 1 close
3
After · Month 6
Exact match by practice area. Click tracked to retainer.
Monthly ad spend 75/25 Google + Microsoft
$8,000
Form fills + call volume Qualified by intake
43
Cost per signed case After 90-Day Keyword Audit
$1,330
Signed retainers Month 6 close
6
-50%
Cost per signed case $2,670 to $1,330 in 6 months
+100%
Retainers signed 3 to 6 per month · same budget
$8,040
Saved per month Same revenue, half the cost
Composite based on typical Florida PI and med mal engagements · represents Percy Martinez and Jorge L. Flores Q1 trajectories · your results will vary by market and case type mix
Most agencies run Google only and track clicks.
Not because they are bad at marketing; because they have never tied a dollar of ad spend to a signed retainer in a Florida law firm’s case management system. The difference shows up in the deliverable list.
Six practice areas for attorneys. Six different economics.
Every practice area has its own keywords, its own intent, its own landing page. Trucking does not share a page with rideshare. DUI does not share a page with divorce. The algorithm learns faster when the campaigns match the cases.
Florida law firm PPC, answered.
The seven questions that come up on every discovery call, in the order they usually get asked. Pricing, structure, tracking, compliance, and conflicts.
Why run Microsoft Ads at all when Google has more volume?
Cost per signed case. Microsoft clicks run $60 to $180 vs $50 to $500+ on Google, with 73% homeowner demographics and higher policy limits. For medical malpractice, complex employment, and high-asset divorce, Microsoft often delivers the same leads at 30 to 60% cheaper.
The 75/25 split scales with Google while protecting margin with Microsoft. Same keywords, older desktop demographic, higher net worth.
What’s actually in the 5,000+ negative keyword list?
Ten years of Florida legal campaigns worth of negatives, pre-loaded on day one. Blocks “pro se,” “how to file,” “bar association,” “law school,” “salary,” “small claims,” “DIY lawsuit,” “legal aid,” “free template,” and hundreds more.
Most agencies let Google’s Smart Bidding figure this out over 6 months at your expense. The list ships before your campaigns launch.
How does offline conversion tracking actually work?
Every click gets a unique Google Click ID that follows the visitor through the form or call. CallRail captures the click ID on the call. When the intake team marks a lead “qualified” in Clio or Filevine, a $500 proxy value uploads back to Google Ads so bidding does not stall.
When the retainer is signed (day 7 to 90), the actual case fee uploads and Google learns what signed-case profiles look like in your market.
What is the 90-Day Keyword Audit?
Every 90 days, every keyword in every campaign gets reviewed against actual signed retainers from your case management system. If a keyword has not produced a signed case in 90 days, it gets cut. Typical outcome: 40% reduction in cost per signed case within the first quarter.
Most agencies never do this because it requires case management data most of them cannot access.
Why can’t I retarget visitors who looked at my PI page?
Google classifies PI, criminal defense, and family law as “Personal Hardship” sensitive categories. You cannot retarget visitors who viewed these practice-area pages. That means your landing page has to convert on the first visit, because you do not get a second chance to show that visitor an ad.
This is why practice-area-specific landing pages matter more than they do for non-sensitive categories.
Do I need a 24/7 intake team for LSA to work?
Yes, or an AI intake agent. Google measures LSA response time as the primary ranking factor. Responding within 2 minutes lifts conversion by 391%. Miss 3 calls or take longer than 15 minutes and you drop out of the top 3.
If you do not have overnight coverage, LSA gets scheduled only during intake hours and Google Ads phone extensions route elsewhere during off hours.
Will you work with a competing firm in my practice area?
No. One firm per practice area per metro. If I already run PI ads for a Miami firm, I will not take on another Miami PI firm. Two clients bidding against each other on the same keywords managed by the same person is a conflict and it will not run.
The clause is written into the engagement from day one.
Credentials · Third-party validated
Google Partner
Certified agency status
LSA Screened
Google Screened badge
FL Bar Rule 4-7
Compliant ad review
10 Years
FL legal paid media
118 Reviews
5.0 star average · Percy
Send me your market and case type mix.
I’ll run the cost-per-click projections for your specific practice areas, show you the 75/25 Google to Microsoft split math, and tell you whether the cost per signed case works at your budget level. If it does not, I’ll say that too.
Your market
Which Florida metros, and which practice areas?
Current spend
What are you running now, across which platforms?
Intake reality
Do you have 24/7 coverage or business hours only?
Case management
Clio, Filevine, Lawmatics, or something else?
About Jorge Argota. 10 years running paid media for Florida law firms across PI, criminal defense, family, immigration, and employment. Built campaigns that track from click to signed retainer at firms spending $5,000 to $50,000 per month. Google Partner certified, University of Miami BBA, bilingual English and Spanish. Read the full story .