Attract High-Net-Worth Clients Immediately

Estate planning clicks run $40-100 in most markets—much more reasonable than personal injury. Trust and probate terms are moderate. "Cheap will" searches can be filtered out. We typically recommend $2,500-4,000/month to get enough data across different service types.

Keywords reveal intent. Someone searching "asset protection trust" or "irrevocable life insurance trust" has different needs than "simple will near me." We bid aggressively on terms that indicate substantial estates while avoiding browsers looking for LegalZoom alternatives.

After optimization, estate planning consultations typically run $75-150. The real metric is cost per signed client. With proper qualification during intake, $300-500 per new estate planning client is achievable. Complex trusts that run $5,000+ make this very favorable math.

Referrals from financial advisors and CPAs are gold, but you cannot control when they come. PPC fills gaps in your calendar and diversifies your client sources. Most successful estate planning attorneys run ads during slower referral periods.

With average estate plan fees of $3,000-6,000 and complex trust work running higher, estate planning attorneys often see 6-10x ROAS after campaigns mature. Spend $3,000, sign $18,000-30,000 in new work. The numbers work because case values are substantial.

Each service gets its own landing page. Trust clients see trust expertise. Probate clients see probate experience. Someone searching for Medicaid planning lands on Medicaid content. Generic "we do everything" pages convert poorly.

Every campaign gets unique tracking. When a signed retainer comes in, we trace it back to the exact keyword—was this from "living trust attorney" or "avoid probate"? Over time, we learn which services deliver the highest value per ad dollar.

Service-specific campaigns are essential. Someone searching "probate attorney" has a dead relative and needs help now—very different urgency than "estate planning." Trust keywords, will keywords, and Medicaid planning keywords each get separate campaigns.

Estate planning is rarely impulsive. People research, then wait, then research more after a health scare or major life event. Remarketing keeps you visible during this cycle. When they are finally ready to act, your name is familiar.

Estate planning is very local—state laws matter enormously. We target your service area precisely, often focusing on areas with higher average home values and older demographics. No point paying for clicks from outside your jurisdiction.

We set cost per consultation targets based on your market and hold ourselves accountable. If we consistently miss targets after proper optimization time, we keep working at no management fee until performance improves.

Weekly adjustments to bids, negative keywords, and ad copy. Monthly reviews to analyze which service types are generating signed retainers. Estate planning campaigns benefit from continuous refinement as we learn what converts.

Request a market analysis. We will research what estate planning attorneys are spending in your area, estimate click costs for trusts, wills, probate, and other services, and show you realistic projections. Useful data whether you work with us or not.