US Services Legal - PPC Market Share Analysis January 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 30.9547135118
69.0452864882
30%

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 50
50
50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 1%
Seasonal 0%
Local 6%
Problem Solving 34%

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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
forthepeople.com 7.3
legalzoom.com 6.38
lawdepot.com 2.79
legaltemplates.net 2.57
rocketlawyer.com 2.06
northwestregisteredagent.com 2.04
forbes.com 2
theupsstore.com 1.93
zenbusiness.com 1.76
truthfinder.com 1.67
others 69.5
  • forthepeople.com - 7.3%
  • legalzoom.com - 6.38%
  • lawdepot.com - 2.79%
  • legaltemplates.net - 2.57%
  • rocketlawyer.com - 2.06%
  • northwestregisteredagent.com - 2.04%
  • forbes.com - 2%
  • theupsstore.com - 1.93%
  • zenbusiness.com - 1.76%
  • truthfinder.com - 1.67%
  • others - 69.5%

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In the legal services PPC landscape, ‘forthepeople.com’ leads with 7.30% click share, followed by ‘legalzoom.com’ at 6.38%. ‘Others’ dominate with 69.50%, 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 rubensteinlaw.com postmandelivers.com wilshirelaw.com zenbusiness.com daspitlaw.com forbes.com morellilaw.com arnolditkin.com
2026/01/01 12.87% 2.21% 1.16% 1.03% 1.86% 1.6% 0.01% 1.5% 1.09% 0.04%
2026/01/02 11.29% 2.58% 1.45% 1.03% 1.71% 1.44% 0.61% 1.34% 0.95% 1.78%
2026/01/03 13.14% 2.82% 1.14% 1.32% 1.64% 1.59% 0.4% 1.78% 1.21% 3.33%
2026/01/04 13.68% 2.58% 1.71% 1.06% 1.95% 1.4% 0.35% 1.67% 1.16% 2.6%
2026/01/05 11.18% 2.55% 1.18% 1.02% 2.54% 1.57% 1.08% 1.67% 0.66% 2.81%
2026/01/06 10.56% 2.18% 0.71% 1.05% 1.36% 1.33% 1.55% 1.27% 0.7% 0.21%
2026/01/07 9.11% 2.24% 0.77% 0.8% 1.63% 1.78% 1.95% 1.63% 1.15% 3.74%
2026/01/08 9.3% 2.63% 0.93% 0.53% 2.33% 1.98% 1.63% 1.7% 1.14% 4.39%
2026/01/09 11.21% 2.19% 0.67% 1.29% 1.24% 1.73% 1.58% 1.52% 1.47% 3.03%
2026/01/10 12.65% 2.88% 0.97% 0.93% 2.41% 1.85% 1.03% 1.8% 1.94% 3.07%
2026/01/11 12.74% 2.9% 1.04% 0.86% 1.24% 1.87% 1% 1.82% 1.51% 3.96%
2026/01/12 10.63% 3% 0.93% 0.91% 1.36% 1.6% 1.85% 1.42% 0.76% 3.27%
2026/01/13 10.38% 2.56% 1.18% 1.25% 1.26% 1.56% 2.13% 1.43% 0.6% 2.9%
2026/01/14 11.31% 2.63% 1.6% 0.44% 0.7% 1.57% 1.45% 1.57% 1.46% 3.72%
2026/01/15 12.66% 2.23% 1.74% 1.58% 0.42% 1.23% 1.05% 1.34% 1.24% 3.41%
2026/01/16 10.63% 2.07% 0.64% 1.24% 1.18% 1.63% 1.5% 1.44% 1.41% 2.87%
2026/01/17 12.5% 2.29% 1.1% 2.04% 1.57% 1.44% 1.52% 1.39% 0.77% 3.75%
2026/01/18 12.14% 2.27% 1.79% 1.26% 1.5% 1.5% 1.09% 1.34% 1.44% 3.42%
2026/01/19 10.03% 2.03% 1.49% 1.45% 1.41% 1.3% 0.65% 1.19% 2% 2.52%
2026/01/20 10.1% 2.51% 1.14% 1.23% 1.23% 1.51% 2.08% 1.39% 0.59% 2.82%
2026/01/21 9.44% 2.01% 0.98% 1.39% 0.99% 1.24% 1.41% 1.29% 1.46% 3.06%
2026/01/22 10.96% 2.06% 0.91% 1.27% 1.52% 1.2% 1.68% 1.33% 2.42% 2.86%
2026/01/23 9.1% 2.51% 1.16% 1.49% 1.51% 1.36% 1.97% 1.31% 1.39% 3.35%
2026/01/24 10.62% 2.43% 1.41% 1.79% 1.77% 1.35% 0.47% 1.56% 1.58% 3.04%
2026/01/25 9.08% 2.28% 1.48% 2.64% 1.8% 1.39% 0.01% 1.51% 3.19% 3.43%
2026/01/26 9.2% 2.3% 0.87% 2.1% 1.33% 1.23% 0.89% 1.37% 2.35% 2.31%
2026/01/27 9.67% 2.38% 0.97% 0.69% 1.76% 1.08% 1.33% 1.25% 1.86% 0.94%
2026/01/28 8.86% 2.45% 1.56% 1.39% 1% 1.13% 1.21% 1.3% 1.06% 1.2%
2026/01/29 9.25% 2.36% 2.29% 1.36% 1.97% 1.29% 1.39% 1.26% 0.58% 0.08%
2026/01/30 12.35% 2.24% 1.59% 1.73% 1.44% 1.22% 1.23% 1.16% 0.02% 0.21%
2026/01/31 15.8% 2.4% 1.76% 1.71% 1.49% 1.25% 1.22% 1.16% 0.02% 0.01%
  • forthepeople.com
  • legalzoom.com
  • rubensteinlaw.com
  • postmandelivers.com
  • wilshirelaw.com
  • zenbusiness.com
  • daspitlaw.com
  • forbes.com
  • morellilaw.com
  • arnolditkin.com

Copyright © Adthena. All rights reserved.

In January 2026, “forthepeople.com” saw a fluctuating spend share, peaking at 15.8% on the 31st. “legalzoom.com” maintained a steady presence, while “rubensteinlaw.com” and “postmandelivers.com” experienced varied trends. “arnolditkin.com” had a strong start but declined by month’s end.

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
2026/01/01 2743
2026/01/02 2779
2026/01/03 2573
2026/01/04 2584
2026/01/05 2767
2026/01/06 2733
2026/01/07 2655
2026/01/08 2591
2026/01/09 2493
2026/01/10 2414
2026/01/11 2380
2026/01/12 2626
2026/01/13 2559
2026/01/14 2573
2026/01/15 2547
2026/01/16 2493
2026/01/17 2497
2026/01/18 2480
2026/01/19 2608
2026/01/20 2559
2026/01/21 2714
2026/01/22 2533
2026/01/23 2646
2026/01/24 2475
2026/01/25 2490
2026/01/26 2809
2026/01/27 2688
2026/01/28 2610
2026/01/29 2570
2026/01/30 2564
2026/01/31 2422

Copyright © Adthena. All rights reserved.

January saw fluctuating advertiser numbers, peaking at 2,809 on the 26th. The month concluded with a dip to 2,422, reflecting a dynamic advertising landscape.

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
lawdepot.com 0.26%
raphaelsonlaw.com 0.25%
bizee.com 0.25%
legaltemplates.net 0.25%
theupsstore.com 0.22%
rocketlawyer.com -0.25%
publicrecords.com -0.33%
forthepeople.com -0.35%
zenbusiness.com -0.42%
joinadvocate.com -0.46%

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In the past month, lawdepot.com led with a 0.26 increase in click share, while joinadvocate.com saw a significant drop of -0.46.

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 forthepeople.com legalzoom.com forbes.com legaltemplates.net lawdepot.com findlaw.com bizee.com marble.co rocketlawyer.com zenbusiness.com
2026/01/01 7.93% 3.21% 2.51% 1.1% 1.45% 0.48% 1.33% 1.38% 1.58% 1.79%
2026/01/02 7.52% 3.98% 2.1% 1.22% 1.57% 1.39% 1.35% 1.79% 1.67% 1.76%
2026/01/03 8.15% 4.01% 2.63% 1.14% 1.56% 1.16% 1.69% 1.55% 1.55% 1.8%
2026/01/04 8.89% 4.07% 2.66% 1.2% 1.56% 1.53% 1.57% 1.46% 1.63% 1.78%
2026/01/05 7.6% 3.74% 2.39% 1.39% 1.7% 1.73% 1.47% 1.51% 1.64% 1.83%
2026/01/06 7.84% 3.73% 2.24% 1.31% 1.66% 0.4% 0.96% 1.84% 1.42% 1.93%
2026/01/07 6.58% 3.19% 2.56% 1.65% 1.67% 1.85% 1.26% 2.06% 1.79% 2.1%
2026/01/08 6.77% 4.12% 2.7% 1.74% 1.69% 1.23% 1.52% 1.65% 1.81% 2.38%
2026/01/09 7.91% 3.02% 2.18% 1.62% 1.42% 1.19% 0.99% 2.13% 1.81% 1.93%
2026/01/10 8.52% 4.24% 2.75% 1.65% 1.62% 1.62% 1.56% 1.62% 2.08% 2.18%
2026/01/11 9.16% 4.57% 2.9% 1.39% 1.51% 1.14% 1.24% 1.39% 2% 2.26%
2026/01/12 7.41% 4.5% 2.16% 1.52% 1.42% 1.52% 1.47% 1.55% 1.73% 1.88%
2026/01/13 7.06% 4.38% 2.25% 1.68% 1.52% 1.55% 1.41% 1.26% 1.65% 1.97%
2026/01/14 6.91% 3.99% 2.36% 1.66% 1.47% 1.49% 1.56% 1.62% 1.67% 1.88%
2026/01/15 7.93% 3.44% 2.11% 1.59% 1.4% 1.3% 1.34% 1.3% 1.46% 1.45%
2026/01/16 7.91% 3.02% 2.18% 1.62% 1.42% 1.19% 0.99% 2.13% 1.81% 1.93%
2026/01/17 7.96% 3.76% 2.22% 1.7% 1.58% 0.95% 1.39% 1.54% 1.48% 1.65%
2026/01/18 7.75% 3.89% 2.14% 1.61% 1.56% 0.68% 1.58% 1.93% 1.58% 1.73%
2026/01/19 6.47% 3.37% 1.9% 1.76% 1.63% 0.87% 1.27% 1.68% 1.56% 1.58%
2026/01/20 7.06% 4.38% 2.25% 1.68% 1.52% 1.55% 1.41% 1.26% 1.65% 1.97%
2026/01/21 6.49% 3.46% 2.23% 1.38% 1.55% 1.58% 1.74% 1.53% 1.59% 1.59%
2026/01/22 7.17% 3.5% 2.26% 1.55% 1.59% 1.26% 1.84% 1.68% 1.36% 1.49%
2026/01/23 5.57% 4.13% 2.17% 1.64% 1.92% 1.22% 1.73% 1.35% 1.88% 1.66%
2026/01/24 7.1% 4.12% 2.66% 1.58% 1.7% 1.25% 1.73% 1.23% 1.75% 1.54%
2026/01/25 6.4% 3.7% 2.44% 1.49% 1.61% 1.25% 1.63% 1.74% 1.4% 1.67%
2026/01/26 6.17% 3.48% 2.07% 1.56% 1.53% 1.3% 1.49% 1.07% 1.46% 1.38%
2026/01/27 6.99% 3.88% 2.05% 1.83% 1.74% 2.05% 1.5% 1.6% 1.7% 1.21%
2026/01/28 6.94% 3.94% 2.15% 1.71% 1.82% 2.01% 1.71% 1.25% 1.47% 1.28%
2026/01/29 6.69% 3.42% 1.94% 1.79% 1.85% 1.73% 1.47% 1.34% 1.68% 1.49%
2026/01/30 8.61% 3.15% 1.81% 1.95% 1.62% 1.94% 1.5% 1.78% 1.33% 1.44%
2026/01/31 9.87% 3.42% 1.97% 1.93% 1.89% 1.82% 1.81% 1.62% 1.54% 1.46%
  • forthepeople.com
  • legalzoom.com
  • forbes.com
  • legaltemplates.net
  • lawdepot.com
  • findlaw.com
  • bizee.com
  • marble.co
  • rocketlawyer.com
  • zenbusiness.com

Copyright © Adthena. All rights reserved.

In January 2026, “forthepeople.com” led with fluctuating impressions, peaking at 9.87%. “legalzoom.com” maintained a steady presence, while “forbes.com” saw a decline. “zenbusiness.com” showed consistent growth, ending at 1.46%.

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
    Morgan & Morgan Fights For You | SSDI Attorneys https://evaluation.forthepeople.com › ssd-law › appeal

    Morgan & Morgan Can Help You Get Social Security & Disability Benefits If You Were Denied! 100% Free Unless We Win. No Hourly Fees. Free No Risk Case...

  2. 2
    LegalZoom.com (Official Site) - LLC Services You Can Trust https://www.legalzoom.com › legal-help › is-here

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

  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!

  4. 4
    Don't Waste Your Money | Just Type in a Name & State https://tracking.truthfinder.com › backgroundcheck › name

    Search a Name to Find Detailed & Important Public Record Info. Try Searching Yourself Now. 2 Steps:【1】Enter a Name【2】Find Report With Detailed Background Check Info.

  5. 5
    What does LLC mean? | Limited Liability Company Definition https://www.zenbusiness.com

    Learn How An LLC Works And Why It’s A Smart Way To Start Your Business

Copyright © Adthena. All rights reserved.

In the competitive landscape of legal services, Morgan & Morgan’s ad stands out with its empathetic appeal, offering risk-free assistance for denied Social Security claims. Meanwhile, LegalZoom and ZenBusiness focus on empowering entrepreneurs with trusted LLC services, while The UPS Store and TruthFinder provide essential document and background check services, respectively.

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