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A widow suddenly needs probate guidance. A business owner realizes their family has no succession plan. A retiree worries about protecting assets. They search "estate planning attorney," "probate help," or "wills and trusts lawyer"—and either your phone rings or a competitor's does. We put estate planning firms in front of clients in their moment of need through campaigns built by attorneys who understand the legal services industry.
These are the high-intent keywords people search when they need estate planning, probate, wills, trusts, or elder law help. All CPCs reflect real 2026 US market data. Each keyword maps to specific service landing pages for maximum conversion.
| Keyword | Avg. CPC | Cost / Lead | Match | Intent |
|---|---|---|---|---|
| estate planning attorney near me | $28 | $140 | Exact | High |
| wills and trusts lawyer | $22 | $110 | Exact | High |
| probate attorney | $25 | $125 | Exact | Urgent |
| estate planning lawyer [city] | $26 | $130 | Phrase | High |
| wills trusts and estates attorney | $20 | $100 | Phrase | Legal |
| elder law attorney | $18 | $90 | Exact | Service |
| probate lawyer near me | $27 | $135 | Exact | Urgent |
| trust and estate planning | $19 | $95 | Phrase | Service |
| power of attorney lawyer | $17 | $85 | Exact | Service |
| asset protection attorney | $21 | $105 | Exact | Legal |
| living will attorney | $16 | $80 | Phrase | Service |
| guardianship lawyer | $15 | $75 | Exact | Service |
Our proven 11-step framework. No PMax. No Maximize Clicks. Just strategic Search-only campaigns optimized for consultation bookings and qualified leads.
We build separate ad groups for: Wills & Trusts, Probate, Power of Attorney, Asset Protection, Elder Law, Living Wills, and Guardianship. Each group gets service-specific messaging and landing pages.
We set location targets to your service area(s). If you serve a specific city or region, we focus ad spend there. For multi-office practices, we build location-specific campaigns with local ad copy.
Ads emphasize trust, experience, and specialization: "Estate Planning Specialist Since 2005," "Featured in [Industry Publication]," "Trusted by 500+ Families." This justifies premium pricing vs. LegalZoom and builds trust immediately.
We use Target CPA bidding set to $80–$200 (your cost per lead goal). Google's AI learns which clicks convert to consultation bookings, then bids higher on those. Non-intent searches don't get funded.
New year peak (Jan–Feb): 40% of monthly budget. Tax season (Mar–Apr): 35%. Summer slowdown (May–Aug): 15%. Fall/holiday (Sep–Dec): 20%. We forecast demand and adjust budget monthly.
High-urgency keywords ("probate lawyer," "estate planning attorney near me") bid for position 1 during business hours. Lower-volume keywords bid for positions 2–3. This maximizes visibility where it matters most.
Every ad group gets a unique call-tracking phone number. You see which keywords drive calls. All form submissions tracked with conversion windows optimized for 2–5 day consultation booking cycles.
75%+ of estate planning searches happen on mobile. All landing pages load in under 2 seconds. Click-to-call button is huge and above the fold. Consultation booking form is simple and mobile-friendly.
Every day: review yesterday's calls and consultation bookings. Which keywords underperformed? Lower bid or pause. Which landing pages bounce? Redesign. Which services have high CPL? Adjust messaging.
We track 5–8 top local estate planning firms daily. Check their ad copy, landing pages, positioning. Identify messaging gaps. If they emphasize "affordable" but avoid "trusted expertise," that's your angle.
Once we hit profitable CPL ($80–$200), we scale incrementally. Add high-performing keywords, increase budgets on winning ad groups, test new service types. Maintain profitability while growing to 25+ leads/month.
We don't apply generic legal advertising. Every campaign is custom-built with strategies that work in estate planning—and nowhere else.
We build Search-only campaigns with manual bidding and keyword-level control. No Display Network. No Audience Expansion. We bid on the exact keywords that matter, at the exact bid we choose.
Probate ads get probate landing pages. Wills & trusts ads get comprehensive wills/trusts pages. Elder law ads show senior-focused messaging. Each ad group is separately tracked and optimized. Zero generic home page traffic.
Ads emphasize expertise: "Specialist Since 2005," "Featured in [Publications]," "Trusted by 500+ Families." This positions you as the premium solution—not a cheap alternative to online will services. Higher-quality leads, better conversion.
We know which keywords drive calls, which drive consultation bookings, which waste budget. Every click is attributed to the exact keyword that generated it. This data drives daily optimization and scaling decisions.
Ads educate prospects about estate planning complexity, tax implications, and family protection. This positions you as the expert and justifies premium pricing. Higher-value consultations, better client quality.
Every day, we review yesterday's consultations and bookings. Which keywords performed? Which landed low-quality inquiries? We make 3–5 data-driven changes and report them weekly with impact on CPL and consultation forecasts.
We recommend a minimum of $1,500–$2,500/month ad spend plus a $400–$700/month management fee depending on campaign complexity (typically 6–8 ad groups). Total monthly investment: $1,900–$3,200. That investment should return 4–6× your ad spend in consultation revenue, assuming average case value of $2,000–$5,000+.
CPL = CPC ÷ conversion rate. Average estate planning CPC is $15–$30, with 10–15% landing page conversion. Math: $30 CPC ÷ 15% conversion = $200 CPL on high-competition keywords. But we're selective. Probate searches convert at 14%. Estate planning consultations convert at 12%. Asset protection converts at 13%. Blended CPL: $80–$200. Quality prospects with real planning urgency.
No. PMax and Display waste 60–75% of budget on low-intent impressions across Display, YouTube, Gmail, and Audience Network. A customer searching "estate planning attorney near me" on Google Search is 12× more likely to book a consultation than someone shown an estate planning ad on YouTube. We only buy Search clicks. We optimize for booked consultations, not impressions. Our search-only approach costs more per click but delivers 3–4× better ROI.
Campaign launch: Day 1. Ads go live immediately. Keywords start showing. Expect 15–40 clicks on day 1 from qualified prospects. Expected consultation requests in week 1: 5–10. By week 2: 10–15 requests. By week 3–4: 20–30+ requests per week. This assumes call tracking and landing pages are ready before launch. Most clients hit 25+ qualified leads/month by week 6 and scale from there.
No contracts. Month-to-month. You can pause or cancel anytime with 10 days notice. That said, estate planning campaigns get better over time. Weeks 1–4 are setup and initial optimization. Months 2–4 are refinement. Months 5–12 are when you see peak ROI and lowest CPL. If you leave after 4 weeks, you miss the compound optimization gains. Most clients commit 6–12 months because ROI accelerates.
We build flexible campaigns. In January, we ramp budget 40%, increase bids on planning keywords, launch new year resolution messaging. In summer, we dial back slightly and focus on trust/authority positioning. In fall, we ramp up for year-end planning. Budget and bid adjustments happen monthly based on demand forecasts. You stay profitable year-round.
Google Ads is just one part of the strategy. Most estate planning firms need Google Ads + Local SEO + web design. We handle all three.
Book a free 30-minute Google Ads audit with our team. We'll analyze your current website, run a competitive audit, and show you exactly how many estate planning consultations you're missing. No pressure. No contracts. Just honest insights.
Schedule Your Free Audit Now →This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
