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US Services Legal - PPC Market Share Analysis May 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 8.88
lawdepot.com 3.73
rocketlawyer.com 2.97
forthepeople.com 2.45
zenbusiness.com 2.34
theupsstore.com 2.24
forbes.com 2.14
northwestregisteredagent.com 2.07
beenverified.com 1.96
arnolditkin.com 1.87
others 69.35

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In the legal services PPC landscape, LegalZoom leads with 8.88% click share, followed by LawDepot at 3.73%. Rocket Lawyer captures 2.97%, while ‘others’ dominate with 69.35%.

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 legalzoom.com zenbusiness.com forthepeople.com forbes.com sweetjames.com northwestregisteredagent.com bizee.com atticus.com wilshirelaw.com arnolditkin.com
2025/05/01 6.93% 3.22% 2.4% 3.2% 4.11% 1.21% 1.42% 0.88% 2.26% 7.1%
2025/05/02 5.7% 2.56% 2.32% 2.85% 2.42% 0.92% 1.23% 1.51% 1.91% 4.57%
2025/05/03 6.37% 2.84% 1.8% 3.08% 1.41% 1.58% 1.83% 0.76% 2.97% 0.87%
2025/05/04 7.25% 3.53% 2.93% 3.65% 1.75% 1.72% 2.14% 0.87% 2.39% 2.09%
2025/05/05 5.89% 3.03% 2.67% 3.24% 3.47% 1.12% 1.26% 1.69% 1.38% 4.65%
2025/05/06 4.37% 2.21% 3.08% 2.18% 1.7% 0.75% 0.9% 1.45% 1.52% 3.59%
2025/05/07 4.2% 2.15% 2.81% 2.18% 1.7% 0.67% 1.02% 1.2% 1.13% 3.39%
2025/05/08 4.92% 2.41% 2.6% 2.27% 2.91% 0.85% 1.22% 1.19% 1.39% 3.66%
2025/05/09 4.93% 2.42% 3.15% 2.16% 2.11% 0.96% 1.36% 1.81% 1.66% 2.18%
2025/05/10 4.68% 2.27% 4.18% 2.12% 1.84% 1.31% 1.31% 0.43% 0.18% 3.89%
2025/05/11 6.01% 3.23% 2.83% 3.03% 2.56% 1.57% 1.8% 0.88% 0.57% 4%
2025/05/12 5.51% 2.73% 2.3% 2.59% 1.75% 0.96% 1.38% 1.24% 2.85% 7.36%
2025/05/13 4.12% 2.15% 3.62% 1.99% 1.23% 0.65% 1.08% 1.97% 1.39% 4.98%
2025/05/14 4.76% 2.07% 2.47% 2.04% 1.93% 0.87% 1.04% 1.54% 1.68% 1.94%
2025/05/15 4.31% 1.9% 2.03% 1.88% 2.22% 0.81% 1.08% 2.11% 1.9% 2.71%
2025/05/16 5.29% 2.65% 2.51% 2.42% 3.11% 1.11% 1.34% 1.53% 2.49% 4.7%
2025/05/17 5.87% 2.57% 2.14% 2.83% 3.24% 1.69% 1.67% 0.65% 3.77% 2.37%
2025/05/18 6.16% 2.85% 1.29% 3.01% 3.25% 1.74% 1.75% 0.48% 3.69% 4.84%
2025/05/19 5.22% 2.42% 2.74% 2.19% 3.32% 1.19% 1.28% 1.56% 2.1% 5.72%
2025/05/20 5.13% 2.61% 3.44% 1.94% 1.95% 0.96% 1.5% 1.23% 1.5% 8.35%
2025/05/21 4.96% 2.41% 3.29% 1.78% 1.36% 0.94% 1.4% 1.19% 1.05% 8.72%
2025/05/22 4.64% 2.43% 2.45% 1.99% 1.46% 0.99% 1.51% 1.83% 0.47% 8.72%
2025/05/23 4.9% 2.67% 2.83% 2.26% 1.88% 1.31% 1.62% 1.6% 0.69% 6.38%
2025/05/24 6.22% 3.04% 2.32% 2.33% 2.83% 1.84% 2.12% 0.59% 1.62% 2.57%
2025/05/25 6.2% 3.28% 2.76% 2.65% 1.65% 2.29% 2.09% 0.47% 1.27% 4.54%
2025/05/26 5.84% 3.19% 2.64% 2.75% 1.78% 2.05% 2.23% 0.58% 1.02% 9.04%
2025/05/27 5.46% 3.17% 3.02% 2.92% 1.42% 1.48% 2.04% 0.9% 0.5% 9.19%
2025/05/28 4.49% 2.34% 3.73% 1.83% 2.26% 0.99% 1.23% 1.53% 0.19% 2.72%
2025/05/29 6.67% 3.14% 2.56% 2.77% 2.54% 1.42% 0.9% 1.05% 0.51% 4.2%
2025/05/30 5.21% 2.78% 4.58% 2.43% 2.68% 1.14% 0.85% 1.36% 0.17% 0.01%
2025/05/31 6.73% 4.11% 3.15% 2.78% 2.34% 1.95% 1.36% 1.12% 0.25% 0%

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LegalZoom’s PPC spend fluctuated, peaking at 7.25% on May 4th. ZenBusiness saw a steady rise, ending at 4.11%. ArnoldItkin’s spend surged mid-month, reaching 9.19% on May 27th.

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
2025/05/01 2295
2025/05/02 2530
2025/05/03 2153
2025/05/04 2128
2025/05/05 2446
2025/05/06 2745
2025/05/07 2703
2025/05/08 2603
2025/05/09 2505
2025/05/10 2323
2025/05/11 2214
2025/05/12 2367
2025/05/13 2757
2025/05/14 2577
2025/05/15 2667
2025/05/16 2509
2025/05/17 2280
2025/05/18 2231
2025/05/19 2708
2025/05/20 2568
2025/05/21 2610
2025/05/22 2610
2025/05/23 2490
2025/05/24 2206
2025/05/25 2123
2025/05/26 2376
2025/05/27 2325
2025/05/28 2741
2025/05/29 2493
2025/05/30 2402
2025/05/31 2219

Copyright © Adthena. All rights reserved.

May saw fluctuating advertiser numbers, peaking at 2,757 on May 13. The month concluded with a decrease to 2,219.

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
arnolditkin.com 0.73%
legalzoom.com 0.44%
northwestregisteredagent.com 0.43%
zenbusiness.com 0.25%
bizee.com 0.23%
ellisinjurylaw.com -0.19%
justanswer.com -0.22%
atticus.com -0.32%
banalaw.com -0.38%
theupsstore.com -0.72%

Copyright © Adthena. All rights reserved.

Arnolditkin.com surged with a 0.73 increase, while theupsstore.com dropped by 0.72. Legalzoom.com and northwestregisteredagent.com also saw positive gains, contrasting with declines for banalaw.com and atticus.com.

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 legalzoom.com zenbusiness.com forbes.com lawdepot.com forthepeople.com rocketlawyer.com beenverified.com atticus.com bizee.com arnolditkin.com
2025/05/01 7.13% 3.47% 3.23% 2.9% 1.23% 2.1% 1.55% 0.96% 1.5% 3.14%
2025/05/02 5.98% 2.83% 3.04% 2.61% 1.85% 1.98% 1.22% 1.91% 1.23% 2.15%
2025/05/03 6.58% 3.1% 3.48% 2.32% 1.64% 1.99% 1.17% 1.11% 1.9% 0.41%
2025/05/04 6.83% 3.37% 3.77% 2.59% 2.17% 2.23% 1.45% 1.09% 1.95% 0.92%
2025/05/05 6.05% 3.13% 3.57% 2.59% 2.16% 1.85% 1.06% 1.97% 1.29% 2.23%
2025/05/06 4.63% 2.37% 2.59% 2.13% 2.52% 1.62% 1.02% 1.63% 0.97% 1.92%
2025/05/07 4.71% 2.49% 2.57% 2.21% 2.08% 1.78% 1.01% 1.64% 1.12% 1.83%
2025/05/08 5.24% 2.78% 2.65% 2.56% 1.97% 2.07% 1.48% 1.5% 1.38% 1.79%
2025/05/09 5.04% 2.59% 2.44% 2.45% 2.54% 2.03% 1.17% 2.24% 1.32% 1.13%
2025/05/10 5.21% 2.58% 2.55% 2.45% 3.22% 2.17% 1.3% 0.56% 1.41% 2.27%
2025/05/11 5.97% 3.44% 3.52% 2.74% 2.02% 2.17% 1.96% 1.18% 1.8% 2.19%
2025/05/12 5.79% 3.01% 3.04% 2.85% 1.56% 2.39% 2.06% 1.63% 1.4% 4.39%
2025/05/13 4.39% 2.48% 2.49% 2.01% 2.75% 1.87% 1.83% 2.71% 1.14% 2.96%
2025/05/14 5.13% 2.4% 2.43% 2.55% 2.16% 2.11% 1.93% 2.11% 1.09% 1.07%
2025/05/15 4.7% 2.25% 2.33% 2.26% 1.68% 1.92% 1.01% 2.26% 1.18% 1.48%
2025/05/16 5.39% 2.84% 2.81% 2.27% 2.31% 1.93% 1.13% 1.83% 1.31% 2.39%
2025/05/17 5.92% 2.67% 3.1% 2.64% 1.77% 2.21% 1.49% 0.85% 1.59% 1.21%
2025/05/18 6.64% 3.04% 3.41% 2.52% 0.98% 1.99% 1.64% 0.6% 1.72% 2.47%
2025/05/19 5.55% 2.6% 2.43% 2.19% 2.29% 1.87% 1.52% 1.78% 1.29% 3.04%
2025/05/20 5.25% 2.87% 2.32% 2.16% 2.68% 1.65% 1.66% 1.55% 1.57% 4.57%
2025/05/21 5.64% 2.74% 2.15% 2.22% 2.14% 1.93% 1.2% 1.56% 1.56% 4.9%
2025/05/22 4.94% 2.62% 2.16% 2.1% 1.77% 1.7% 1.23% 2.29% 1.62% 4.3%
2025/05/23 5.31% 2.94% 2.61% 2.59% 2.1% 2.13% 1.52% 2.04% 1.82% 3.18%
2025/05/24 6.28% 3.24% 2.72% 2.9% 1.84% 2.09% 1.58% 0.76% 2.16% 1.46%
2025/05/25 6.24% 3.56% 3.14% 2.79% 1.93% 2.13% 1.44% 0.62% 2.17% 2.3%
2025/05/26 5.74% 3.46% 3.14% 2.76% 1.53% 2.17% 1.4% 0.76% 2.2% 4.43%
2025/05/27 5.62% 3.53% 3.34% 2.51% 1.84% 1.93% 1.57% 1.09% 2.18% 4.78%
2025/05/28 4.54% 2.44% 2.05% 1.8% 3.02% 1.59% 1.37% 1.8% 1.25% 1.45%
2025/05/29 6.04% 3.09% 2.83% 2.57% 2.01% 2.17% 1.74% 1.08% 0.83% 2.04%
2025/05/30 5.07% 3.09% 2.69% 2.51% 3.33% 2.01% 1.98% 1.42% 0.78% 0%
2025/05/31 6.22% 4.04% 3% 2.83% 2.45% 2.21% 1.97% 1.2% 1.02% 0%

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LegalZoom’s impression share fluctuated, peaking at 7.13% and ending at 6.22%. ZenBusiness rose to 4.04% by month’s end. Forbes and LawDepot showed steady trends, while Arnold & Itkin’s share dropped to 0.0%.

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. 1
    We Ranked Them All - Cheapest LLC Filing 2025 https://www.forbes.com › llc › apply

    Let Us Help You Form Your LLC And Start Your Business Journey. Learn More At Forbes™.

  2. 2
    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!

  3. 3
    LegalZoom.com (Official Site) https://www.legalzoom.com › legal-help › is-here

    One Stop Business Solutions — Provides The Most Tools & Expert Guidance To Form, Run, Grow Your Business With Confidence

  4. 4
    Notarize Documents Today https://offers.theupsstore.com › notary › services

    Professional Notary Services — We'll Notarize Your Documents, Help Make Copies And Send Everything Where It Needs To Go!

  5. 5
    USPTO Trademark Registration - Free Online Trademark Search https://www.trademark-genius.com

    3 Quick Steps to Complete Your Trademark Registration. Complete Your Official Trademark Registration Today.

Copyright © Adthena. All rights reserved.

In the competitive landscape of legal services, Forbes.com leads with a promise of affordable LLC filings, enticing entrepreneurs to start their journey. Morgan & Morgan stands firm, advocating for denied SSDI benefits. LegalZoom offers comprehensive business solutions, while The UPS Store provides essential notary services. Trademark Genius simplifies trademark registration, ensuring brand protection.

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