US Services Legal - PPC Market Share Analysis September 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 43.4703724427
56.5296275573
43%

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 4%
Transactional 1%
Navigational 5%
Seasonal 0%
Local 10%
Problem Solving 19%

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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 7.57
forthepeople.com 4.97
lawdepot.com 3.85
theupsstore.com 3.74
northwestregisteredagent.com 2.68
legalshield.com 2.63
rocketlawyer.com 2.26
atticus.com 1.99
arnolditkin.com 1.73
trustandwill.com 1.7
others 66.88
  • legalzoom.com - 7.57%
  • forthepeople.com - 4.97%
  • lawdepot.com - 3.85%
  • theupsstore.com - 3.74%
  • northwestregisteredagent.com - 2.68%
  • legalshield.com - 2.63%
  • rocketlawyer.com - 2.26%
  • atticus.com - 1.99%
  • arnolditkin.com - 1.73%
  • trustandwill.com - 1.7%
  • others - 66.88%

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LegalZoom leads with 7.57% click share, while ‘others’ dominate at 66.88%, highlighting diverse competition in legal services PPC.

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 sweetjames.com arnolditkin.com navalawgroup.com zenbusiness.com forbes.com northwestregisteredagent.com jeffreysglassman.com rubensteinlaw.com
2026/09/01 5.8% 5.91% 1.83% 4.74% 0.94% 2.5% 2.31% 1.6% 1.22% 0.98%
2026/09/02 5.18% 4.36% 1.21% 6.15% 1.46% 2.72% 1.97% 2.35% 1.42% 0.94%
2026/09/03 5.53% 4.8% 1% 3.61% 1.03% 2.37% 1.79% 1.18% 1.5% 1.09%
2026/09/04 4.99% 4.14% 0.83% 5.45% 1.03% 1.46% 1.78% 1.23% 0.61% 0.77%
2026/09/05 5.38% 4.53% 1.81% 4.57% 0.7% 2.13% 1.81% 1.47% 1.36% 0.39%
2026/09/06 5.91% 4.01% 1.38% 3.45% 0.42% 1.74% 2.07% 1.36% 1.24% 0.85%
2026/09/07 4.96% 4.7% 0.99% 3.97% 0.29% 1.52% 2.26% 1.27% 1.43% 0.48%
2026/09/08 4.19% 3.96% 1.33% 5.45% 0.48% 1.27% 1.83% 1.27% 1.14% 0.57%
2026/09/09 4.05% 3.83% 1.65% 5.19% 0.87% 1.76% 1.62% 1.07% 1.05% 0.31%
2026/09/10 3.72% 4.64% 2.02% 6.27% 0.6% 1.46% 1.58% 1.23% 1.83% 0.36%
2026/09/11 4.52% 4.33% 1.53% 5.27% 0.77% 1.88% 1.48% 1.12% 1.28% 0.64%
2026/09/12 4.12% 5.06% 2.61% 4.83% 2.76% 1.92% 1.78% 1.79% 1.19% 0.31%
2026/09/13 4.43% 5.29% 2.27% 4.16% 2.43% 2.12% 0.92% 1.4% 2.01% 0.26%
2026/09/14 4.21% 5.78% 1.9% 5.89% 2.75% 1.68% 1.31% 1.4% 2.71% 0.3%
2026/09/15 4.36% 5.59% 3.34% 3.73% 1.34% 1.98% 0.99% 1.67% 2.29% 0.95%
2026/09/16 4.56% 5.44% 2.54% 3.21% 1.41% 1.78% 0.8% 1.62% 2.56% 0.95%
2026/09/17 4.77% 5.76% 3.43% 3.13% 1.59% 1.79% 1.06% 1.62% 2.4% 0.79%
2026/09/18 5.21% 5.59% 1.98% 3.84% 2.73% 1.66% 1% 1.91% 2.41% 0.74%
2026/09/19 4.64% 5.87% 3.71% 2.33% 0.76% 1.45% 0.99% 2.42% 3.34% 2.96%
2026/09/20 4.86% 4.46% 2.46% 2.3% 2.37% 1.09% 0.91% 2.12% 1.44% 3.88%
2026/09/21 4.24% 4.8% 2.65% 2.7% 0.93% 1.26% 0.78% 2.15% 1.26% 4.89%
2026/09/22 3.64% 5.15% 2.96% 2.84% 1.36% 1.54% 1.18% 2.23% 2.09% 3.75%
2026/09/23 3.69% 5.48% 2.72% 2.86% 1.13% 1.78% 1.44% 2.5% 2.49% 2.66%
2026/09/24 3.57% 4.6% 3.37% 2.97% 2.14% 2.28% 1.67% 1.95% 1.59% 1.98%
2026/09/25 4.29% 4.88% 2.57% 2.59% 2.82% 2.4% 1.66% 2.73% 1.22% 3.66%
2026/09/26 5.19% 4.58% 3.45% 2.33% 2.09% 2.34% 1.3% 2.76% 1.21% 2.51%
2026/09/27 5.54% 4.45% 2.84% 3.12% 1.83% 2.02% 1.55% 2.83% 1.11% 1.02%
2026/09/28 4.16% 4.8% 3.25% 3.15% 2.18% 2.05% 2.05% 2.24% 1.45% 0.91%
2026/09/29 4.44% 4.96% 3.26% 3.91% 1.32% 1.47% 1.6% 2.39% 1.9% 0.45%
2026/09/30 5.04% 3.89% 3.13% 2.77% 2.12% 1.89% 1.79% 1.79% 1.57% 1.2%
  • forthepeople.com
  • legalzoom.com
  • sweetjames.com
  • arnolditkin.com
  • navalawgroup.com
  • zenbusiness.com
  • forbes.com
  • northwestregisteredagent.com
  • jeffreysglassman.com
  • rubensteinlaw.com

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In September 2026, “forthepeople.com” saw fluctuating PPC spend, peaking at 5.91 on the 6th, then declining. “legalzoom.com” maintained strong performance, peaking at 5.87 on the 19th. “sweetjames.com” showed a steady rise, ending at 3.13. “arnolditkin.com” experienced volatility, peaking at 6.27 on the 10th. “navalawgroup.com” had a notable spike on the 12th at 2.76. “zenbusiness.com” remained stable, ending at 1.89. “forbes.com” showed consistent activity, peaking at 2.31 on the 1st. “northwestregisteredagent.com” peaked at 2.83 on the 27th. “jeffreysglassman.com” had a steady month, ending at 1.57. “rubensteinlaw.com” surged mid-month, peaking at 4.89 on the 21st.

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
2026/09/01 1745
2026/09/02 1961
2026/09/03 2128
2026/09/04 2187
2026/09/05 2091
2026/09/06 2123
2026/09/07 2387
2026/09/08 2343
2026/09/09 2311
2026/09/10 2255
2026/09/11 2149
2026/09/12 2082
2026/09/13 2120
2026/09/14 1798
2026/09/15 2072
2026/09/16 2151
2026/09/17 2077
2026/09/18 2073
2026/09/19 2037
2026/09/20 2094
2026/09/21 2298
2026/09/22 2204
2026/09/23 2100
2026/09/24 2133
2026/09/25 2114
2026/09/26 2040
2026/09/27 2023
2026/09/28 2128
2026/09/29 2065
2026/09/30 2039

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September saw a dynamic shift in distinct advertisers, starting at 1,745 and peaking at 2,387 on the 7th. The month concluded with a slight decrease, ending at 2,039.

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
northwestregisteredagent.com 1.15%
rocketlawyer.com 0.67%
legalzoom.com 0.64%
sweetjames.com 0.53%
rubensteinlaw.com 0.53%
garymartinhays.com -0.25%
justanswer.com -0.39%
arnolditkin.com -0.7%
notarize.com -1.29%
theupsstore.com -2.54%

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Northwestregisteredagent.com surged by 1.15%, while theupsstore.com dropped by 2.54%. Rocketlawyer.com gained 0.67%, and notarize.com fell by 1.29%.

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 rocketlawyer.com lawdepot.com marble.co forbes.com zenbusiness.com atticus.com arnolditkin.com findlaw.com
2026/09/01 6.77% 5.73% 1.57% 2.53% 1.72% 2.26% 2.42% 1.07% 2.48% 1.02%
2026/09/02 5.28% 5.27% 1.47% 2.65% 1.03% 1.78% 2.4% 1.23% 3.1% 0.97%
2026/09/03 5.35% 5.17% 1.47% 2.61% 1.3% 1.64% 2.06% 0.97% 1.68% 1.2%
2026/09/04 5.09% 4.75% 1.4% 2.41% 1.41% 1.78% 1.35% 1.36% 2.74% 1.61%
2026/09/05 5.29% 4.47% 0.93% 2.33% 1.76% 1.81% 2.02% 2.12% 2.19% 1.67%
2026/09/06 5.08% 4.59% 0.9% 2.45% 1.21% 2.34% 1.68% 2.34% 1.96% 1.46%
2026/09/07 5.5% 4.15% 0.85% 2.26% 1.55% 2.34% 1.46% 1.88% 1.95% 1.36%
2026/09/08 4.86% 3.92% 1.16% 2.67% 1.23% 1.88% 1.25% 2.35% 2.83% 1.32%
2026/09/09 4.84% 4.13% 1.16% 2.32% 1.06% 1.79% 1.78% 2.53% 2.96% 1.42%
2026/09/10 5.8% 4.14% 1.47% 2.58% 1.39% 1.8% 1.5% 2.41% 3.43% 1.47%
2026/09/11 5.06% 4.03% 1.89% 2.65% 1.19% 1.58% 1.88% 2.26% 3.01% 1.21%
2026/09/12 6.16% 3.84% 1.73% 2.95% 1.42% 2.06% 2.01% 1.87% 2.87% 0.95%
2026/09/13 6.28% 3.65% 1.98% 2.89% 0.79% 1.23% 2.05% 2.1% 2.69% 1.01%
2026/09/14 6.87% 3.53% 2.44% 2.85% 1.14% 1.49% 1.7% 2.21% 3.37% 0.64%
2026/09/15 7.36% 4.29% 1.46% 2.4% 1.82% 1.09% 1.93% 2.9% 2.07% 1.21%
2026/09/16 7.24% 4.92% 1.39% 2.22% 2.14% 1.06% 1.81% 2.74% 1.87% 1.51%
2026/09/17 7.48% 4.83% 1.37% 2.49% 1.55% 1.26% 1.89% 2.56% 1.52% 1.21%
2026/09/18 7.61% 4.75% 1.39% 2.61% 1.53% 1.41% 1.85% 1.58% 2.1% 1.54%
2026/09/19 7.57% 4.82% 1.83% 2.69% 1.81% 1.17% 1.51% 2.68% 1.26% 1.69%
2026/09/20 6.41% 4.69% 1.73% 2.3% 1.96% 1.23% 1.22% 1.99% 1.31% 1.8%
2026/09/21 6.32% 4.48% 1.78% 2.43% 1.84% 0.96% 1.41% 2.86% 1.43% 1.55%
2026/09/22 6.93% 3.48% 1.77% 2.7% 2.31% 1.41% 1.58% 1.45% 1.57% 1.8%
2026/09/23 6.88% 3.8% 1.75% 2.27% 1.41% 1.56% 1.77% 2.09% 1.57% 2.48%
2026/09/24 5.8% 3.72% 1.78% 2.29% 1.55% 1.87% 2.23% 1.9% 1.61% 2.33%
2026/09/25 5.96% 3.54% 2.1% 2.28% 2.03% 1.65% 2.32% 1.47% 1.38% 1.88%
2026/09/26 5.47% 4.25% 1.89% 2.16% 1.8% 1.36% 2.3% 1.28% 1.25% 2.3%
2026/09/27 5.61% 3.99% 2.05% 2.45% 1.79% 1.87% 2.07% 1.69% 1.64% 1.55%
2026/09/28 5.32% 3.77% 2.26% 2.53% 2% 2.02% 1.96% 1.87% 1.66% 1.93%
2026/09/29 5.82% 3.78% 2.59% 2.26% 2.49% 1.57% 1.46% 1.94% 2.23% 1.37%
2026/09/30 4.75% 4% 2.39% 2.29% 2.04% 1.96% 1.83% 1.57% 1.41% 0.87%
  • legalzoom.com
  • forthepeople.com
  • rocketlawyer.com
  • lawdepot.com
  • marble.co
  • forbes.com
  • zenbusiness.com
  • atticus.com
  • arnolditkin.com
  • findlaw.com

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LegalZoom’s impression share fluctuated, peaking mid-month at 7.61%. ForThePeople saw a decline, ending at 4.00%. RocketLawyer’s share rose steadily, closing at 2.39%. LawDepot maintained stability, finishing at 2.29%. Marble.co experienced growth, ending at 2.04%. Forbes showed variability, closing at 1.96%. ZenBusiness had a stable month, ending at 1.83%. Atticus saw fluctuations, finishing at 1.57%. ArnoldItkin’s share varied, closing at 1.41%. FindLaw’s share decreased, ending at 0.87%.

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 - No Win = No Fee. Period https://www.atticus.com › disability › lawyer-near-you

    Atticus is a Law Firm and We are Qualified to Give Legal Advice. 100% Free.

  2. 2
    Morgan & Morgan Fights For You - 100% Free Consultation 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...

  3. 3
    $39 LLC Formation - Includes Website, Email & URL https://www.northwestregisteredagent.com

    LLC, address, email, domain, website, phone & privacy -- all from one independent company.

  4. 4
    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...

  5. 5
    Write Your Own Will - It Only Takes Minutes https://www.trustandwill.com

    Trust & Will is the easiest way to create, edit, store, and share your trust and will

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In the competitive landscape of legal services, Atticus and Morgan & Morgan stand out with compelling offers. Atticus emphasizes a “No Win = No Fee” model, ensuring clients face no financial risk. Morgan & Morgan promises a “100% Free Consultation,” focusing on securing denied Social Security benefits. Both ads highlight risk-free legal support, appealing to clients seeking assurance and expertise.

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