US Services Legal - PPC Market Share Analysis May 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 31.05213268
68.94786732
31%

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 40
60
40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 2%
Seasonal 0%
Local 9%
Problem Solving 24%

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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 8.95
legalzoom.com 8.63
theupsstore.com 3.33
lawdepot.com 2.78
rocketlawyer.com 2.47
forbes.com 2.45
northwestregisteredagent.com 2.25
zenbusiness.com 2.2
legaltemplates.net 2.14
legalshield.com 2
others 62.8
  • forthepeople.com - 8.95%
  • legalzoom.com - 8.63%
  • theupsstore.com - 3.33%
  • lawdepot.com - 2.78%
  • rocketlawyer.com - 2.47%
  • forbes.com - 2.45%
  • northwestregisteredagent.com - 2.25%
  • zenbusiness.com - 2.2%
  • legaltemplates.net - 2.14%
  • legalshield.com - 2%
  • others - 62.8%

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In the legal services PPC landscape, ‘forthepeople.com’ leads with 8.95% click share, closely followed by ‘legalzoom.com’ at 8.63%. ‘Others’ dominate with 62.8%, 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 forbes.com zenbusiness.com bizee.com dmlawusa.com lnjury.com atticus.com findlaw.com arnolditkin.com
2026/05/01 11.17% 2.5% 1.63% 1.37% 1.46% 0.65% 2.24% 3.73% 0.61% 5.75%
2026/05/02 10.1% 3.27% 1.79% 1.5% 1.47% 1.03% 0.95% 0.26% 0.68% 8.43%
2026/05/03 9.27% 2.86% 1.62% 1.57% 1.43% 0.55% 1% 0.26% 0.48% 7.49%
2026/05/04 10.38% 3.19% 1.57% 1.59% 1.39% 0.32% 2.09% 2.33% 1.13% 7.59%
2026/05/05 8.85% 3.8% 2.28% 1.81% 1.59% 0.6% 0.66% 3.17% 1.26% 6.17%
2026/05/06 10.44% 3.6% 2.24% 2.27% 1.4% 0.75% 0.79% 0.61% 1.2% 6.17%
2026/05/07 11.15% 3.49% 2.23% 2.31% 1.56% 1.28% 2.18% 1.77% 1.12% 2.8%
2026/05/08 8.59% 3.69% 2.2% 2.27% 1.92% 0.63% 1.08% 2.65% 0.91% 6.26%
2026/05/09 8.62% 3.64% 2.39% 2.13% 1.48% 1.26% 0.85% 0.46% 0.97% 6.08%
2026/05/10 9.11% 3.39% 2.22% 1.93% 1.67% 1.2% 0.54% 0.45% 0.92% 5.81%
2026/05/11 13.63% 3.18% 2.26% 1.99% 1.64% 3.62% 1.44% 2.24% 1.6% 4.49%
2026/05/12 12.98% 3.32% 2.25% 1.74% 1.6% 3.57% 1.24% 2.2% 1.65% 5.39%
2026/05/13 17.51% 3.21% 2.07% 1.5% 1.58% 2.79% 0.72% 1.16% 1.92% 4.96%
2026/05/14 14.36% 3.03% 1.96% 1.29% 1.57% 1.88% 0.99% 1.29% 2.16% 5.09%
2026/05/15 8.51% 3.64% 2.18% 2.24% 1.89% 0.63% 1.06% 2.61% 0.9% 6.17%
2026/05/16 14.09% 3.79% 2.55% 2.8% 2.07% 1.69% 1.1% 1.01% 1.05% 5.49%
2026/05/17 13.29% 3.93% 3.05% 3.07% 1.97% 1.71% 1.32% 1.48% 0.87% 5.26%
2026/05/18 15.3% 3.63% 2.29% 2.94% 1.81% 2.47% 1.82% 1.49% 1.39% 4.52%
2026/05/19 14.29% 3.43% 2.04% 2.64% 1.58% 1.96% 1.52% 1.16% 1.88% 3.64%
2026/05/20 12.43% 3.69% 2.04% 2.36% 1.29% 2.17% 2.04% 0.82% 1.46% 5.5%
2026/05/21 14.32% 4.05% 2.37% 2.64% 1.7% 1.75% 2.68% 1.45% 2.2% 2.74%
2026/05/22 14.26% 3.85% 2.62% 2.55% 1.76% 4.06% 1.98% 1.35% 2.68% 3.79%
2026/05/23 16.9% 3.46% 2.51% 2.14% 1.63% 4.54% 1.17% 0.77% 2.26% 4.18%
2026/05/24 16.31% 3.35% 2.6% 2.1% 1.7% 5.41% 1.92% 1.16% 1.88% 3.77%
2026/05/25 14.38% 3.54% 2.38% 1.73% 1.99% 4.21% 2.93% 0.55% 1.95% 2.81%
2026/05/26 13.72% 3.24% 1.85% 1.53% 1.8% 3.95% 4.49% 1.16% 2.42% 3.11%
2026/05/27 14.99% 2.72% 1.58% 1.74% 1.56% 4.94% 2.95% 1.25% 2.66% 3.56%
2026/05/28 14.53% 3.56% 1.69% 2.02% 1.99% 3.93% 1.93% 1.61% 1.47% 3.17%
2026/05/29 14.08% 3.13% 1.66% 2.02% 1.77% 3.55% 2.66% 2.31% 1.18% 0.02%
2026/05/30 15.49% 3.27% 2.53% 2.17% 1.5% 2.9% 2.02% 1.57% 1.25% 0.01%
2026/05/31 14.8% 4.85% 3.42% 3.16% 3.14% 2.97% 2.42% 2.05% 1.79% 0.01%
  • forthepeople.com
  • legalzoom.com
  • forbes.com
  • zenbusiness.com
  • bizee.com
  • dmlawusa.com
  • lnjury.com
  • atticus.com
  • findlaw.com
  • arnolditkin.com

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In May 2026, “forthepeople.com” led with fluctuating spend, peaking mid-month. “legalzoom.com” and “forbes.com” showed steady growth, while “arnolditkin.com” declined sharply 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
2026/05/01 2009
2026/05/02 1853
2026/05/03 1919
2026/05/04 2119
2026/05/05 2022
2026/05/06 1999
2026/05/07 2086
2026/05/08 2060
2026/05/09 1799
2026/05/10 1872
2026/05/11 2404
2026/05/12 2449
2026/05/13 2294
2026/05/14 2515
2026/05/15 2060
2026/05/16 2292
2026/05/17 2304
2026/05/18 2459
2026/05/19 2384
2026/05/20 2439
2026/05/21 2523
2026/05/22 2564
2026/05/23 2389
2026/05/24 2396
2026/05/25 2711
2026/05/26 2793
2026/05/27 2724
2026/05/28 2506
2026/05/29 2518
2026/05/30 2453
2026/05/31 2418

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May saw a dynamic shift in distinct advertisers, starting at 2,009 and peaking at 2,793. The month concluded with 2,418 advertisers, reflecting a significant increase.

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
forthepeople.com 1.8%
dmlawusa.com 0.88%
eforms.com 0.74%
lnjury.com 0.55%
findlaw.com 0.41%
legalzoom.com -0.45%
theupsstore.com -0.46%
notarize.com -0.55%
rocketlawyer.com -0.65%
arnolditkin.com -0.66%

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In the legal services sector, forthepeople.com surged with a 1.80 increase in click share, while arnolditkin.com faced a decline of 0.66.

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 bizee.com zenbusiness.com atticus.com findlaw.com lawdepot.com legalshield.com arnolditkin.com
2026/05/01 7.96% 4.23% 2.22% 1.76% 1.56% 3.23% 1.04% 1.98% 1.26% 2.65%
2026/05/02 7.56% 5.55% 2.57% 2.1% 1.72% 0.41% 0.95% 2.31% 0.96% 4.1%
2026/05/03 7.11% 4.45% 2.37% 2.07% 1.78% 0.45% 1.02% 2.16% 0.9% 3.09%
2026/05/04 7.69% 4.19% 2.02% 1.66% 1.55% 1.88% 1.54% 1.93% 1.04% 2.74%
2026/05/05 6.31% 5.71% 3% 1.98% 1.97% 2.52% 1.9% 1.73% 1.71% 2.42%
2026/05/06 7.37% 6.17% 2.98% 1.88% 2.31% 0.92% 1.73% 1.77% 1.28% 2.37%
2026/05/07 7.58% 5.66% 3% 2.19% 2.37% 1.49% 1.56% 1.6% 1.42% 1.22%
2026/05/08 5.83% 6.01% 2.87% 2.31% 2.26% 2.34% 1.33% 1.95% 1.66% 2.59%
2026/05/09 6.35% 6.7% 3.4% 1.97% 2.38% 0.83% 1.49% 1.33% 1.87% 2.31%
2026/05/10 6.1% 6.13% 2.93% 2.37% 2.11% 0.78% 1.45% 1.24% 1.74% 2.17%
2026/05/11 8.24% 5.09% 2.81% 1.88% 2.07% 2.52% 2.05% 1.83% 1.7% 1.84%
2026/05/12 8.64% 5.44% 2.72% 1.77% 1.84% 2.29% 2.13% 1.97% 1.83% 2.1%
2026/05/13 11.14% 5.47% 2.53% 2.06% 1.51% 1.84% 2.42% 2.03% 1.58% 1.87%
2026/05/14 9.42% 5.04% 2.42% 1.9% 1.39% 1.84% 2.46% 1.96% 1.64% 1.88%
2026/05/15 5.85% 6% 2.87% 2.3% 2.25% 2.34% 1.33% 1.94% 1.66% 2.59%
2026/05/16 8.81% 6.29% 3.2% 2.33% 2.78% 1.48% 1.56% 2.06% 1.89% 2.03%
2026/05/17 8.53% 6.44% 3.58% 2.29% 2.95% 2.24% 1.39% 1.99% 1.54% 1.83%
2026/05/18 9.4% 5.78% 2.83% 2.15% 2.88% 2.13% 1.66% 1.9% 1.81% 1.64%
2026/05/19 9.12% 5.36% 2.43% 1.77% 2.4% 1.77% 1.63% 1.61% 1.52% 1.61%
2026/05/20 8.29% 5.75% 2.44% 1.77% 2.35% 1.29% 1.65% 1.74% 1.53% 1.9%
2026/05/21 9.13% 6.33% 2.66% 2.09% 2.57% 2.12% 2.25% 1.8% 1.54% 1.02%
2026/05/22 8.95% 5.62% 2.79% 1.99% 2.47% 2.01% 2.68% 1.99% 1.96% 1.62%
2026/05/23 10.48% 5.49% 2.97% 2.21% 2.33% 1.22% 2.55% 1.89% 2.03% 1.79%
2026/05/24 10.4% 5.58% 3.33% 2.09% 2.15% 1.85% 2.17% 2.02% 2.13% 1.49%
2026/05/25 9.18% 4.84% 2.63% 2.22% 1.66% 0.91% 2.09% 1.73% 1.88% 1.57%
2026/05/26 8.74% 4.84% 2.35% 1.98% 1.65% 1.8% 2.52% 1.56% 2.25% 1.61%
2026/05/27 10.04% 4.02% 2.07% 1.81% 1.94% 1.97% 2.75% 1.69% 1.44% 1.38%
2026/05/28 10.27% 5.48% 2.11% 2.4% 2.17% 2.1% 1.89% 1.82% 1.43% 1.19%
2026/05/29 9.66% 4.86% 2% 2.25% 2.12% 2.61% 1.56% 1.86% 1.67% 0.01%
2026/05/30 9.78% 4.88% 3.11% 1.84% 2.43% 2.52% 1.62% 1.75% 2.15% 0.01%
2026/05/31 9.27% 6.38% 3.9% 3.25% 3.01% 2.76% 1.82% 1.78% 1.7% 0%
  • forthepeople.com
  • legalzoom.com
  • forbes.com
  • bizee.com
  • zenbusiness.com
  • atticus.com
  • findlaw.com
  • lawdepot.com
  • legalshield.com
  • arnolditkin.com

Copyright © Adthena. All rights reserved.

In May 2026, “forthepeople.com” led with a fluctuating impression share, peaking at 11.14% mid-month. “legalzoom.com” showed steady growth, ending at 6.38%. “forbes.com” and “bizee.com” saw gradual increases, closing at 3.9% and 3.25%, respectively. “zenbusiness.com” and “atticus.com” experienced moderate gains, finishing at 3.01% and 2.76%. “findlaw.com” and “lawdepot.com” maintained stability, while “legalshield.com” and “arnolditkin.com” faced declines, with the latter dropping to 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.

Google Text Ad Copy Insights & Creative Trends for US Services Legal - Last month
  1. 1
    The #1 Disability Law Firm - 3x Your Approval Chances https://www.atticus.com › ssdi-lawyer › near-you

    Atticus is a law firm and we are qualified to give legal advice. 100% free. 100...

  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. LLC Formation Made Easy. Review Forbes™ Best LLC Service Providers.

  3. 3
    What Is an LLC? Definition, Benefits, and How It Works https://www.legalzoom.com

    An LLC (limited liability company) provides more flexibility than a corporation, and more robust liability protection than a sole proprietorship.

  4. 4
    Pain & Suffering Calculator - How Much is your Claim Worth? https://www.lnjury.com

    Whiplash, Bone Fractures, Head Injuries, Scars, Back or Neck Pain?

  5. 5
    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...

Copyright © Adthena. All rights reserved.

In the competitive landscape of legal services, Atticus.com stands out with its promise to triple approval chances for disability claims, emphasizing expertise and free consultations. Forbes.com simplifies LLC formation, ranking top service providers for ease. LegalZoom.com educates on LLC benefits, highlighting flexibility and protection. Lnjury.com offers a pain and suffering calculator, addressing common injury claims. The UPS Store provides convenient notary services, ensuring document handling efficiency.

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