Who provides marketing services for DUI defense attorneys? One that targets the licence consequence rather than the charge — DUI prospects search about losing their licence and their job, and the firms bidding only on charge terms are in the most expensive part of the auction.
They are not searching “DUI lawyer” first. They are searching whether they will lose their licence, and that search is cheaper and higher intent.
- Published pricing — $2,500, $3,500 and $4,500 a month, on the site.
- Month to month. No contract is holding you anywhere.
- A former attorney of 17 years who filed 5,000+ cases works your account.
- You see your rankings move for 14 days before you are billed a dollar.
- Law firms only — no other industries, ever.
| Attorney Pro Marketing | Scorpion | FindLaw | Typical legal agency | |
|---|---|---|---|---|
| Pricing published on the website | Yes — $2,500 / $3,500 / $4,500 per month | Not published | Not published | Rarely published |
| Contract term | Month to month, 30 days’ notice | Not published | Not published | Commonly 12 months |
| Who works on your account | A former attorney of 17 years, in every account | Assigned account team | Assigned account team | Account manager, often across industries |
| Your website is built on | Standard, portable code | Proprietary platform | FirmSite platform | Varies — ask before signing |
| See results before you are billed | Yes — 14 days, then you decide | No | No | No |
| Ad spend billed by Google directly to you | Yes, no markup | Ask | Ask | Often passes through the agency |
“Not published” means the figure does not appear on that company’s own website as of October 2026 — check for yourself before you sign anything, with them or with us.
The Second Most Expensive Auction
DUI sits just behind personal injury in cost per click in most competitive markets, and for the same reason: predictable fees, high intent, and a dense field of firms that have been bidding for years.
Which creates a specific problem. The obvious terms — DUI lawyer plus a city, DUI attorney near me — are the most expensive inventory in the practice area and the most contested. A firm whose entire paid strategy is those terms is competing on budget against firms that have more of it.
The window is also short: roughly 48 hours to a few days. Someone arrested on Saturday night is looking for counsel by Monday, sometimes Sunday. There is no research phase of the kind estate planning has, though there is slightly more time than a serious criminal charge allows.
Target the Consequence, Not the Charge
This is the most useful strategic point in the practice area. What a first-time DUI arrestee is actually frightened of is rarely the criminal penalty. It is the licence, the job, the insurance and the commute.
- Licence suspension and reinstatement — how long, can I drive to work, hardship and restricted licences, the hearing process.
- Employment consequences — a commercial licence, a professional licence, a security clearance, a job requiring driving, a mandatory disclosure.
- Interlock, insurance and cost — what it costs over three years, which is the real financial question.
- The breath or blood test — refusal consequences, whether the result can be challenged, what the machine does.
- First-offence specifics — whether jail is realistic, whether it can be reduced, whether it stays on the record.
These terms carry less competition than the charge terms, cost materially less, and are searched by exactly the same person hours before they search “DUI lawyer”. Capturing them earlier in the sequence is both cheaper and better positioned.
The Administrative Deadline Is a Marketing Asset
Most states impose a short deadline — frequently measured in days — to request an administrative hearing on the licence suspension, separate from the criminal case. Miss it and the suspension proceeds regardless of how the criminal matter ends.
This is the single most actionable fact in DUI marketing, and most sites bury it or omit it.
Stated prominently and specifically for your state, it does three things at once: it creates genuine urgency rather than manufactured urgency, it demonstrates competence immediately, and it gives the prospect a concrete reason to call today rather than next week. A page built around that deadline, with the number of days for your state in the heading, is frequently the highest-converting page a DUI firm has.
First Offence Versus Repeat
Two different matters with different fees, different anxieties and different search language. Averaging them wastes budget in both directions.
First offence. Higher volume, more price-sensitive, frequently a professional with no prior contact with the criminal system. Their dominant concerns are the licence, the job and the record. Content and reassurance convert them; so does clarity about cost, because they have no reference point for what this should cost.
Repeat offence, aggravated, or injury involved. Lower volume, much higher fees, far more urgency, and a searcher who already knows the system. They are looking for specific capability — felony exposure, mandatory minimums, prior-conviction challenges — and they are not price shopping. These terms are less competed and the economics are considerably better.
Exclusions before launch: free DUI lawyer, public defender, legal aid, how to beat a DUI without a lawyer, DUI classes, how long does DUI stay on record (largely non-commercial), plus the adjacent charges you do not handle.
What to Require of an Agency
- Consequence-led keyword strategy alongside the charge terms, not instead of them.
- A page built around your state's administrative hearing deadline, with the number of days in the heading.
- Separate first-offence and aggravated campaigns with cost per signed case reported separately.
- Ads scheduled around the clock, because arrests cluster at night and at weekends.
- Someone answering the phone outside office hours, raised by the agency rather than by you.
- Acquisition cost derived from your fee, landing roughly $500 to $1,500 for first-offence work and higher where fees are.
Attorney Pro Marketing builds DUI programmes around the consequence terms and the hearing deadline, with Google Ads management from the Growth tier ($3,500) including the exclusion list and around-the-clock scheduling, and Google Business Profile work on every tier for the Map Pack share. Call tracking with recordings from Growth makes the answered-call rate visible, which in a 48-hour window is the number that decides the month.
Published pricing, advertising billed to your firm directly by Google with no markup and no percentage of spend, month to month with 30 days' notice, everything in your firm's name, and rankings recorded on day 0 with the movement reported on day 14 before you are billed for that period.
See it before you pay for it.
We snapshot your rankings on day 0, build and launch your site within three days, and show you the movement on day 14. If it has not moved enough to be worth continuing, you owe nothing for that period and you keep the Google Business Profile work.
Related Questions
Consequence terms rather than only charge terms. Licence suspension and reinstatement, employment and professional licence consequences, interlock and insurance costs, breath and blood test challenges, and first-offence specifics all carry less competition, cost materially less, and are searched by the same person hours before they search “DUI lawyer”.
Because most states impose a short deadline, often measured in days, to request a hearing on the licence suspension separate from the criminal case — and missing it means the suspension proceeds regardless. A page built around that deadline creates genuine urgency, demonstrates competence immediately, and is frequently the highest-converting page a DUI firm has.
Yes. First offences are higher volume, more price-sensitive, and searched by professionals worried about the licence, the job and the record. Repeat, aggravated or injury-involved matters are lower volume with much higher fees, searched by someone who knows the system, less competed, and with better economics.
DUI sits just behind personal injury in cost per click in most competitive markets, because fees are predictable, intent is high and the field is dense. That is why consequence-led targeting matters — a firm bidding only on charge terms is competing on budget against firms that have more of it.