US Services Legal - PPC Market Share Analysis August 2026

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.

Legal – US

Google AI Overview visibility for Services Legal US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 35.4322498753
64.5677501247
35%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 38
62
38%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 4%
Seasonal 0%
Local 8%
Problem Solving 21%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
legalzoom.com 9.98
forthepeople.com 5.34
lawdepot.com 4.1
legalshield.com 3.79
northwestregisteredagent.com 3.39
theupsstore.com 2.99
rocketlawyer.com 2.68
state.gov 2.28
ssa.gov 2.14
forbes.com 2.05
others 61.26
  • legalzoom.com - 9.98%
  • forthepeople.com - 5.34%
  • lawdepot.com - 4.1%
  • legalshield.com - 3.79%
  • northwestregisteredagent.com - 3.39%
  • theupsstore.com - 2.99%
  • rocketlawyer.com - 2.68%
  • state.gov - 2.28%
  • ssa.gov - 2.14%
  • forbes.com - 2.05%
  • others - 61.26%

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In the legal services PPC landscape, LegalZoom dominates with 9.98% click share, followed by ForThePeople at 5.34%. Others collectively hold a significant 61.26%, highlighting diverse competition.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date forthepeople.com legalzoom.com arnolditkin.com zenbusiness.com northwestregisteredagent.com bizee.com forbes.com sweetjames.com findlaw.com jeffreysglassman.com
2026/08/01 5.28% 8.22% 2.07% 3.56% 3.76% 2.4% 4.15% 2.09% 1.47% 0.63%
2026/08/02 6.39% 9.33% 2.48% 3.32% 3.41% 3.68% 5.29% 1.31% 1.37% 1.84%
2026/08/03 5.98% 8.66% 3.07% 2.69% 3.15% 2.84% 3.29% 2.14% 1.09% 0.48%
2026/08/04 4.85% 8.12% 2.13% 3.62% 3.23% 3.56% 3.92% 1.76% 1.88% 1.99%
2026/08/05 5.49% 4.85% 3.81% 3.12% 1.99% 1.54% 3.74% 2.02% 2.01% 1.42%
2026/08/06 7.47% 5.47% 2.4% 2.65% 3.1% 1.79% 4.24% 1.62% 1.35% 0.52%
2026/08/07 7.1% 5.81% 3.57% 4.44% 2.98% 1.13% 5.2% 1.27% 1.27% 0.64%
2026/08/08 5.15% 9.36% 2.03% 1.74% 4.07% 1.64% 3.28% 0.85% 0.8% 1.38%
2026/08/09 5.55% 6.63% 5.53% 2.58% 6.55% 1.04% 2% 0.48% 1.04% 1.97%
2026/08/10 5.51% 7.08% 4.35% 2.66% 4.53% 1.79% 3.27% 1.65% 1.44% 2.83%
2026/08/11 5.87% 6.03% 3.34% 1.51% 4.09% 2.52% 3.29% 1.34% 1.2% 1.82%
2026/08/12 6.06% 7.15% 2.52% 2.33% 2.59% 1.47% 4.14% 1.8% 1.27% 1.6%
2026/08/13 5.43% 6.62% 2.34% 3.77% 3.46% 1.47% 3.23% 1.81% 1.43% 2.19%
2026/08/14 6.27% 5.01% 4.01% 3.25% 3.02% 1.48% 3.28% 2.04% 0.9% 1.95%
2026/08/15 6.98% 7.41% 3.52% 3.34% 5.87% 1.02% 3.17% 1.07% 0.98% 1.03%
2026/08/16 7.03% 7.37% 3.21% 3.91% 5.31% 1.15% 4.24% 1.85% 0.87% 1.12%
2026/08/17 5.76% 7.19% 3.77% 2.37% 7.48% 1.37% 2.08% 0.91% 0.79% 0.94%
2026/08/18 4.86% 5.36% 4.24% 2.36% 5.6% 1% 1.59% 0.88% 0.36% 1.09%
2026/08/19 4.42% 6.32% 4.66% 1.55% 5.3% 1.66% 1.13% 1.76% 0.57% 0.72%
2026/08/20 4.16% 5.02% 5.71% 2.79% 2.92% 0.9% 2.11% 1.14% 1.36% 3.43%
2026/08/21 6.12% 6.15% 4.82% 2.72% 3.87% 1.48% 2.3% 0.99% 1.55% 1.33%
2026/08/22 6.44% 7.49% 4.37% 3.95% 3.83% 2.62% 4.49% 0.79% 1.21% 1.18%
2026/08/23 4.57% 6.63% 3.4% 2.79% 4.16% 3.63% 3.98% 1.09% 1.04% 1.32%
2026/08/24 5.54% 6.39% 4.32% 3.76% 2.22% 3.57% 3.31% 1% 0.82% 0.58%
2026/08/25 5.08% 7% 4.09% 2.88% 2.55% 2.95% 3.19% 1.14% 1.07% 1.42%
2026/08/26 5.09% 7.07% 4.86% 3.54% 2.11% 2.38% 2.39% 0.82% 1.38% 2.47%
2026/08/27 5.59% 5.83% 4.26% 3.93% 1.97% 1.98% 2.91% 2.54% 2.2% 0.79%
2026/08/28 5.61% 5.3% 3.72% 2.16% 1.58% 2.29% 2.46% 0.78% 1.3% 2.29%
2026/08/29 6.47% 6.44% 3.8% 2.83% 3.36% 2.38% 2.67% 0.45% 0.76% 2.1%
2026/08/30 8.64% 6.22% 3.28% 3% 3.2% 2.11% 1.79% 1.82% 0.78% 1.17%
2026/08/31 5.82% 5.23% 2.53% 2.22% 1.93% 1.57% 1.38% 1.1% 0.79% 0.56%
  • forthepeople.com
  • legalzoom.com
  • arnolditkin.com
  • zenbusiness.com
  • northwestregisteredagent.com
  • bizee.com
  • forbes.com
  • sweetjames.com
  • findlaw.com
  • jeffreysglassman.com

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In August 2026, “forthepeople.com” saw fluctuating PPC spend, peaking at 8.64% on the 30th. “Legalzoom.com” maintained strong performance, while “arnolditkin.com” and “zenbusiness.com” showed moderate activity. “Northwestregisteredagent.com” and “bizee.com” had varied trends, with “forbes.com” and “sweetjames.com” experiencing lower engagement. “Findlaw.com” and “jeffreysglassman.com” remained steady, ending the month with minor changes.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/08/01 2067
2026/08/02 2053
2026/08/03 1957
2026/08/04 2158
2026/08/05 1842
2026/08/06 1764
2026/08/07 1617
2026/08/08 1391
2026/08/09 1466
2026/08/10 1737
2026/08/11 1723
2026/08/12 1719
2026/08/13 1597
2026/08/14 1631
2026/08/15 1487
2026/08/16 1511
2026/08/17 1487
2026/08/18 1457
2026/08/19 1380
2026/08/20 1484
2026/08/21 1487
2026/08/22 1445
2026/08/23 1410
2026/08/24 1468
2026/08/25 1370
2026/08/26 1374
2026/08/27 1477
2026/08/28 1668
2026/08/29 1553
2026/08/30 1592
2026/08/31 1650

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August began with 2,067 advertisers, peaking at 2,158 on the 4th. A decline followed, reaching a low of 1,370 on the 25th. The month concluded with a slight recovery, ending at 1,650 advertisers.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
trademarkengine.com 1.14%
arnolditkin.com 0.47%
eliaandponto.com 0.44%
swyftfilings.com 0.37%
avvo.com 0.32%
forbes.com -0.44%
lawdepot.com -0.51%
rocketlawyer.com -0.53%
northwestregisteredagent.com -0.59%
theupsstore.com -0.85%

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Trademarkengine.com surged with a 1.14 increase, while theupsstore.com plummeted by -0.85.

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.

Date legalzoom.com forthepeople.com legalshield.com zenbusiness.com lawdepot.com forbes.com bizee.com arnolditkin.com rocketlawyer.com northwestregisteredagent.com
2026/08/01 9.46% 4.11% 1.41% 3.07% 2.84% 3.45% 2.36% 1.11% 2.08% 2.17%
2026/08/02 10.44% 4.42% 2.19% 2.62% 2.36% 4.32% 3.16% 1.18% 1.91% 1.92%
2026/08/03 9.48% 3.73% 2.15% 2.35% 2.39% 3.22% 2.82% 1.51% 2.04% 1.86%
2026/08/04 8.5% 3.49% 2.53% 3.15% 2.48% 3.53% 3.04% 1.16% 1.52% 1.84%
2026/08/05 5.18% 3.7% 3% 2.56% 2.91% 2.75% 1.57% 1.53% 2.33% 1.27%
2026/08/06 6.28% 4.95% 2.88% 2.52% 3.17% 3.5% 1.56% 1.02% 2.51% 1.83%
2026/08/07 6.65% 5.01% 3.37% 3.58% 3.15% 4.02% 0.88% 1.47% 2.09% 1.69%
2026/08/08 9.73% 2.58% 2.23% 1.5% 3.07% 2.93% 1.32% 1% 2.37% 2.54%
2026/08/09 7.75% 3.98% 1.93% 2.5% 3.51% 1.93% 0.83% 2.22% 2.72% 3.58%
2026/08/10 7.98% 4.82% 1.72% 2.45% 2.33% 2.96% 1.81% 1.83% 1.93% 2.43%
2026/08/11 6.68% 4.7% 2.21% 1.59% 2.75% 2.79% 2.25% 1.89% 1.75% 2.25%
2026/08/12 7.65% 3.94% 2.76% 2.18% 2.59% 3.42% 1.35% 1.15% 1.92% 1.51%
2026/08/13 7.07% 4.58% 2.39% 3.29% 2.52% 2.39% 1.45% 1.23% 2.36% 2.01%
2026/08/14 5.29% 5.49% 2.17% 2.81% 1.95% 2.71% 1.28% 2.05% 1.64% 1.89%
2026/08/15 7.55% 4.54% 1.7% 2.61% 3.05% 2.45% 0.91% 1.42% 2.02% 2.87%
2026/08/16 7.99% 5.02% 2.34% 3.44% 4.08% 3.63% 1.13% 1.6% 1.66% 2.97%
2026/08/17 8.21% 4.23% 2.44% 2.06% 3.79% 1.69% 1.48% 1.7% 1.54% 3.99%
2026/08/18 6.76% 3.33% 2.87% 2.38% 3.27% 1.94% 0.99% 2.01% 1.47% 3.23%
2026/08/19 6.97% 3.4% 2.24% 1.62% 2.46% 1.11% 1.46% 2.33% 1.05% 3.12%
2026/08/20 5.73% 3.36% 1.76% 2.87% 3.16% 1.8% 0.79% 3.18% 1.61% 1.94%
2026/08/21 6.76% 3.91% 1.85% 2.51% 2.99% 1.69% 1.1% 2.21% 1.4% 2.21%
2026/08/22 7.69% 4.22% 2.06% 3.97% 2.23% 3.68% 2.27% 2.25% 1.22% 2.18%
2026/08/23 7.56% 3.58% 1.94% 3.36% 2.48% 4.04% 3.44% 2.09% 0.98% 2.65%
2026/08/24 7.37% 3.52% 2.03% 3.94% 2.05% 3.32% 3.43% 2.51% 1.04% 1.31%
2026/08/25 7.37% 3.99% 2.21% 3.09% 2.12% 3.1% 2.85% 2.2% 1.03% 1.51%
2026/08/26 7.68% 3.85% 2.17% 3.75% 2.34% 2.28% 2.19% 2.5% 1.38% 1.3%
2026/08/27 6.53% 3.63% 2.92% 3.87% 2.38% 2.79% 1.86% 2.16% 1.79% 1.16%
2026/08/28 5.79% 4.6% 2.99% 2.38% 2.13% 2.63% 2.34% 2.13% 1.29% 0.9%
2026/08/29 7.1% 5.64% 2.99% 2.94% 2.6% 2.8% 2.14% 2.11% 1.58% 2%
2026/08/30 7.07% 7.08% 2.86% 3% 2.32% 1.97% 1.88% 1.63% 1.38% 2.08%
2026/08/31 6.53% 5.4% 3.27% 2.49% 2.37% 1.72% 1.58% 1.4% 1.37% 1.31%
  • legalzoom.com
  • forthepeople.com
  • legalshield.com
  • zenbusiness.com
  • lawdepot.com
  • forbes.com
  • bizee.com
  • arnolditkin.com
  • rocketlawyer.com
  • northwestregisteredagent.com

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LegalZoom’s impression share fluctuated, peaking early at 10.44% and ending at 6.53%. ForThePeople saw a late surge, closing at 5.40%. LegalShield’s share rose steadily, finishing at 3.27%. ZenBusiness experienced ups and downs, ending at 2.49%. LawDepot maintained stability, closing at 2.37%. Forbes had a mid-month peak, ending at 1.72%. Bizee’s share decreased, finishing at 1.58%. ArnoldItkin’s share peaked mid-month, closing at 1.40%. RocketLawyer’s share declined, ending at 1.37%. NorthwestRegisteredAgent’s share fluctuated, closing at 1.31%.

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.

Google Text Ad Copy Insights & Creative Trends for US Services Legal - Last month
  1. 1
    Register your LLC online today https://www.bizee.com

    $0 LLC Filing + State Fee — Form an LLC (Limited Liability Company) or Corporation Online.

  2. 2
    Best Sites to Start an LLC - We Ranked Them All https://www.forbes.com › llc › apply

    Simplify The Process Of Creating Your LLC Today. The Best Way To Start An LLC. Expert Guidance For The Best Way To Open Your LLC. Get Started Today. Start An LLC Online. Make Things Easier.

  3. 3
    Notarize Documents Today - Locations Near You https://offers.theupsstore.com › notary › services

    We'll Notarize Your Documents, Help Make Copies And Send Everything Where It Needs To Go! The...

  4. 4
    Write Your Own Will | It Only Takes Minutes https://www.trustandwill.com › last-will › get-started

    Trust & Will is the easiest way to create, edit, store, and share your trust and will. You don't need a lawyer and you can do it right from your home.

  5. 5
    $0 - Register Your LLC https://www.zenbusiness.com

    Official LLC Registration — Get Everything Your LLC Needs Starting At $0 + State Fees — Formation, Compliance, & More.

Copyright © Adthena. All rights reserved.

In the competitive landscape of legal services, five top-performing PPC ads stand out. Bizee.com and ZenBusiness.com captivate with $0 LLC registration offers, emphasizing affordability. Forbes.com provides expert guidance, simplifying LLC creation. The UPS Store focuses on convenience with nearby notary services. Trust & Will highlights ease in creating wills without legal assistance. These ads collectively underscore themes of simplicity, cost-effectiveness, and accessibility.

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