US Services Legal - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Legal category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Services Legal brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
legalzoom.com	4.76
state.gov	3.07
forthepeople.com	2.41
beenverified.com	2.22
truthfinder.com	1.92
zenbusiness.com	1.63
rocketlawyer.com	1.28
publicrecordscenter.org	1.2
northwestregisteredagent.com	1.2
ssa.gov	1.12
others	79.19

In the legal services PPC landscape, ‘others’ dominate with 79.19% click share. LegalZoom leads specific advertisers at 4.76%, followed by State.gov at 3.07%.

Market Exposure

Share of Spend for the top 10 US Services Legal brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	forthepeople.com	sweetjames.com	wilshirelaw.com	1800thelaw2.com	legalzoom.com	arnolditkin.com	andersonhemmat.com	zenbusiness.com	lawfirms.com	forbes.com
2025/01/01	6.95%	1.26%	2.07%	0.73%	3.6%	2.04%	1.47%	1.98%	0.4%	0.98%
2025/01/02	5.24%	0.91%	2.09%	0.71%	4.64%	2.14%	0.9%	2.42%	0.6%	1.52%
2025/01/03	4.7%	1.41%	2.22%	0.82%	3.21%	2.21%	0.73%	1.4%	2.02%	0.98%
2025/01/04	5.62%	0.56%	2.22%	0.57%	3.82%	2.83%	1.09%	1.83%	1.27%	1.28%
2025/01/05	5.95%	0.75%	2.08%	0.55%	3.23%	2.23%	1.77%	1.67%	2.65%	1.12%
2025/01/06	4.14%	0.58%	1.89%	1.39%	3.23%	2.65%	0.87%	1.7%	1.3%	0.95%
2025/01/07	3.71%	1.4%	2.25%	1.01%	2.94%	3.92%	1.27%	1.53%	2.4%	0.73%
2025/01/08	4.73%	1.2%	1.66%	1.01%	3.03%	1.34%	1.43%	1.74%	1.87%	1%
2025/01/09	3.52%	0.84%	2.07%	0.72%	3.33%	1.64%	1.24%	1.67%	1.47%	0.97%
2025/01/10	4.51%	2.71%	1.78%	1.27%	2.6%	0.93%	0.58%	1.46%	0.59%	0.91%
2025/01/11	4.13%	1.41%	2.8%	0.89%	2.91%	0.79%	0.85%	1.71%	1.36%	1.07%
2025/01/12	6.24%	0.59%	1.45%	0.87%	3.44%	1.44%	0.95%	2.12%	1.81%	1.23%
2025/01/13	3.3%	1.47%	1.63%	1.18%	3.3%	2.08%	1.47%	1.72%	1.43%	1.22%
2025/01/14	3.28%	2.18%	1.89%	1.18%	2.27%	2.14%	1.47%	1.2%	1.45%	0.92%
2025/01/15	4.25%	1.09%	1.49%	0.91%	2.68%	1.23%	1.29%	1.55%	1.69%	0.89%
2025/01/16	3.2%	0.77%	1.88%	0.65%	2.97%	1.54%	1.12%	1.49%	1.38%	0.87%
2025/01/21	2.91%	1.82%	2.21%	2.29%	2.83%	2.46%	0.96%	1.77%	1.12%	1.39%
2025/01/22	3.25%	3.21%	2.22%	2.77%	3.11%	1.35%	0.9%	2.04%	0.83%	1.47%
2025/01/23	2.58%	1.98%	1.21%	1.32%	2.79%	1.97%	1.35%	1.85%	0.98%	1.19%
2025/01/24	3.78%	0.99%	1.63%	1.87%	2.5%	1.73%	0.49%	1.52%	0.77%	1.09%
2025/01/25	4.9%	0.51%	2.5%	1.71%	2.92%	0.74%	0.89%	1.85%	1.34%	1.45%
2025/01/26	2.76%	0.39%	1.87%	0.73%	5.8%	2.27%	1.17%	3.52%	1.1%	2.87%
2025/01/27	4.25%	2.15%	2.37%	1.34%	3.27%	2.68%	0.85%	1.8%	0.55%	1.37%
2025/01/28	3.81%	2.37%	1.43%	1.11%	2.8%	2.66%	0.89%	1.76%	0.58%	1.26%
2025/01/29	4.55%	1.54%	1.21%	1.57%	2.49%	0.76%	0.67%	1.47%	0.53%	1.09%
2025/01/30	6.53%	1.49%	1.28%	2.38%	2.26%	1.41%	0.93%	1.54%	0.55%	0.93%
2025/01/31	4.37%	3.51%	2.49%	2.36%	1.87%	1.66%	1.13%	1.12%	0.98%	0.76%

In January 2025, “forthepeople.com” led with fluctuating spend, peaking at 6.95% and ending at 4.37%. “sweetjames.com” saw a rise, closing at 3.51%. “wilshirelaw.com” maintained stability, finishing at 2.49%. “1800thelaw2.com” increased, ending at 2.36%. “legalzoom.com” started strong but declined to 1.87%. “arnolditkin.com” showed variability, closing at 1.66%. “andersonhemmat.com” remained steady, ending at 1.13%. “zenbusiness.com” fluctuated, finishing at 1.12%. “lawfirms.com” had a low, stable trend, closing at 0.98%. “forbes.com” showed minor fluctuations, ending at 0.76%.

Market Exposure

Competitor Count for US Services Legal

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	4722
2025/01/02	4389
2025/01/03	5065
2025/01/04	4049
2025/01/05	4226
2025/01/06	5247
2025/01/07	4742
2025/01/08	4880
2025/01/09	4833
2025/01/10	5235
2025/01/11	4585
2025/01/12	4600
2025/01/13	4709
2025/01/14	5429
2025/01/15	4880
2025/01/16	4833
2025/01/21	5201
2025/01/22	5165
2025/01/23	5042
2025/01/24	4979
2025/01/25	4772
2025/01/26	4062
2025/01/27	4900
2025/01/28	4698
2025/01/29	5517
2025/01/30	5807
2025/01/31	5198

In January 2025, advertiser numbers fluctuated, peaking at 5,807 on January 30. The month concluded with 5,198 advertisers, reflecting dynamic market activity.

Campaign Efficiency

Market Loss & Market Gains for US Services Legal

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
tracking.intelius.com	0.56%
try.atticus.com	0.48%
bizee.com	0.38%
1800thelaw2.com	0.34%
askalawyeroncall.com	0.32%
legalzoom.com	-0.37%
tailorbrands.com	-0.48%
intelius.com	-0.63%
theupsstore.com	-0.73%
state.gov	-0.89%

In the past month, tracking.intelius.com surged by 0.56, while state.gov plummeted by 0.89 in click share.

Campaign Efficiency

US Services Legal Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	forthepeople.com	sweetjames.com	legalzoom.com	wilshirelaw.com	zenbusiness.com	beenverified.com	arnolditkin.com	forbes.com	truthfinder.com	northwestregisteredagent.com
2025/01/01	3.23%	0.69%	3.51%	1.05%	1.78%	1.35%	1.33%	1.04%	1.64%	0.95%
2025/01/02	2.41%	0.53%	4.52%	0.84%	2.29%	1.78%	1.14%	1.66%	2.06%	0.95%
2025/01/03	2.91%	0.81%	3.17%	1.04%	1.34%	1.19%	1.38%	1.07%	1.52%	0.66%
2025/01/04	2.95%	0.28%	3.86%	0.91%	1.65%	1.8%	1.6%	1.32%	2.09%	0.89%
2025/01/05	3.43%	0.43%	3.56%	1.1%	1.66%	1.66%	1.42%	1.28%	1.63%	0.84%
2025/01/06	2.2%	0.48%	3.25%	0.93%	1.58%	1.31%	1.48%	1.06%	1.7%	0.68%
2025/01/07	1.94%	0.72%	3.16%	1.04%	1.57%	0.88%	2.13%	0.9%	1.11%	0.92%
2025/01/08	2.6%	0.67%	3.01%	0.92%	1.65%	0.96%	0.77%	1.11%	1.35%	1.03%
2025/01/09	2.24%	0.53%	3.06%	0.92%	1.58%	1.25%	0.88%	1.1%	1.36%	1.13%
2025/01/10	2.66%	1.42%	2.53%	1.03%	1.4%	1.07%	0.48%	1.03%	1.36%	1.03%
2025/01/11	2.3%	0.82%	2.96%	1.36%	1.68%	1.67%	0.42%	1.25%	1.74%	1.07%
2025/01/12	3.16%	0.42%	3.16%	0.81%	1.95%	1.29%	0.73%	1.36%	1.86%	1.22%
2025/01/13	1.61%	0.96%	3.24%	1.04%	1.72%	1.6%	1.14%	1.43%	1.38%	1.23%
2025/01/14	2.43%	1.2%	2.12%	1.02%	1.14%	1.62%	1.16%	1.03%	1.46%	0.82%
2025/01/15	2.61%	0.67%	2.99%	0.93%	1.64%	0.96%	0.78%	1.11%	1.37%	1.02%
2025/01/16	2.25%	0.54%	3.04%	0.93%	1.56%	1.26%	0.88%	1.1%	1.37%	1.12%
2025/01/21	1.83%	1.15%	2.59%	1.12%	1.53%	1.36%	1.25%	1.51%	1.23%	0.91%
2025/01/22	2.01%	1.7%	2.86%	1.21%	1.73%	1.26%	0.64%	1.51%	1.44%	1.03%
2025/01/23	1.62%	1.12%	2.59%	0.74%	1.6%	1.59%	1.11%	1.27%	1.75%	1.05%
2025/01/24	2.56%	0.59%	2.36%	0.93%	1.28%	1.15%	0.89%	1.14%	1.38%	0.88%
2025/01/25	3.06%	0.26%	2.6%	1.34%	1.41%	1.26%	0.54%	1.34%	1.35%	0.83%
2025/01/26	1.36%	0.12%	4.35%	1.1%	2.37%	2.6%	1.02%	2.35%	1.91%	1.69%
2025/01/27	2.32%	1.3%	3.09%	1.22%	1.71%	1.5%	1.4%	1.53%	1.55%	1.24%
2025/01/28	2.59%	1.66%	2.65%	1.07%	1.53%	1.18%	1.37%	1.32%	1.2%	1.07%
2025/01/29	3.46%	0.76%	2.53%	0.83%	1.41%	1.23%	0.36%	1.2%	1.2%	0.93%
2025/01/30	4.17%	0.85%	2.11%	0.8%	1.37%	1.18%	0.83%	1.01%	1.12%	0.94%
2025/01/31	3.02%	2.12%	2.06%	1.67%	1.15%	0.99%	0.97%	0.94%	0.94%	0.79%

In January 2025, “forthepeople.com” saw fluctuating impressions, peaking at 4.17% on the 30th. “legalzoom.com” started strong but declined, ending at 2.06%. “sweetjames.com” rose to 2.12% by month’s end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Services Legal

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
IRS Tax ID Online Application https://irs.ein-federal-tax-id.com
Apply Online - Federal Tax ID — IRS EIN Number Application - Secure Online App - Get Your Federal EIN (Tax ID) Today.
2
Best LLC Filing Services - Our Top Pick for 2025 https://www.forbes.com › llc › services
Let Us Help You Form Your LLC And Start Your Business Journey. Learn More At Forbes™.
3
Morgan & Morgan Fights For You - SSDI Benefits Denied? https://evaluation.forthepeople.com › ssd-law › appeal
Morgan & Morgan Can Help You Get Social Security & Disability Benefits If You Were Denied!
4
No-Cost Social Security Lawyer | You Pay Nothing for Our Help https://www.hogansmithssd.com
Most Social Security Disability claims are denied but we win most appeals. No cost to you. Don't be discouraged by a Social Security Disability denial. We will fight for your claim.
5
Don't Waste Your Money - Just Type in a Name & State https://tracking.truthfinder.com › backgroundcheck › report
Run A Background Check, Find Public Records, Criminal Records, Marriage Records, & more. Let's...

In the competitive world of Google PPC, five advertisers stand out with compelling narratives. “IRS Tax ID Online Application” by ein-federal-tax-id.com emphasizes ease and security in obtaining a Federal EIN. Forbes.com positions itself as a trusted guide for LLC formation, promising a seamless business start. Morgan & Morgan and Hogan Smith SSD focus on advocacy, offering support for denied Social Security claims, with Hogan Smith highlighting a no-cost promise. Truthfinder.com appeals to curiosity, offering comprehensive background checks with just a name and state. Each ad leverages trust, support, and simplicity to engage potential clients.

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