US Services Legal - PPC Market Share Analysis July 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 34.971606559
65.028393441
34%

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 39
61
39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 3%
Seasonal 0%
Local 8%
Problem Solving 23%

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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 12.22
bizee.com 4.38
forthepeople.com 4.18
northwestregisteredagent.com 4.07
theupsstore.com 3.62
forbes.com 3.24
zenbusiness.com 3
lawdepot.com 2.29
legalshield.com 2.08
trademarkengine.com 1.83
others 59.09
  • legalzoom.com - 12.22%
  • bizee.com - 4.38%
  • forthepeople.com - 4.18%
  • northwestregisteredagent.com - 4.07%
  • theupsstore.com - 3.62%
  • forbes.com - 3.24%
  • zenbusiness.com - 3%
  • lawdepot.com - 2.29%
  • legalshield.com - 2.08%
  • trademarkengine.com - 1.83%
  • others - 59.09%

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LegalZoom dominates with 12.22% click share, while ‘others’ collectively hold 59.09%, showcasing diverse competition in the legal PPC landscape.

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 legalzoom.com forthepeople.com zenbusiness.com bizee.com forbes.com northwestregisteredagent.com sweetjames.com marble.co arnolditkin.com lnjury.com
2026/07/01 10.18% 4.26% 3.21% 5.77% 5.49% 3.83% 1.16% 2.04% 1.48% 1.98%
2026/07/02 9.13% 4.14% 3.2% 5.95% 3.2% 3.71% 1.29% 1.78% 1.84% 3.13%
2026/07/03 8.79% 4.83% 4.85% 4.53% 4.51% 4.24% 1.11% 2.03% 2.13% 1.6%
2026/07/04 9.1% 4.72% 3.41% 5.7% 4.39% 4.24% 1.22% 1.55% 1.64% 1.47%
2026/07/05 10.77% 4.24% 3.96% 6.04% 3.25% 7.63% 1.38% 1.54% 2.13% 1.53%
2026/07/06 10.99% 3.56% 3.34% 6.18% 3.3% 4.16% 1.23% 0.82% 1.56% 2.11%
2026/07/07 8.98% 3.1% 2.67% 6% 3.72% 3.92% 2% 1.42% 0.89% 2.22%
2026/07/08 10.38% 4.09% 4.18% 7.01% 4% 7.99% 0.72% 1.14% 2.38% 1.73%
2026/07/09 13.42% 2.5% 4.99% 6.45% 3.94% 4.45% 2.39% 1.7% 1.99% 1.02%
2026/07/10 12.51% 2.7% 4.91% 7.43% 5.29% 4.35% 2.83% 1.73% 1.64% 1.33%
2026/07/11 14.93% 3.84% 6.58% 6.51% 7.01% 4.39% 3.94% 1.5% 2.3% 1.16%
2026/07/12 13.33% 4.09% 5.65% 6.13% 5.31% 5.98% 5.31% 1.51% 2.46% 1.4%
2026/07/13 10.34% 4.32% 4.68% 4.49% 5.3% 2.47% 4.37% 1.63% 1.6% 1.91%
2026/07/14 7.99% 3.27% 3.42% 4.44% 3.3% 2.71% 4.27% 1.39% 2.5% 1.66%
2026/07/15 9.71% 4.71% 3.96% 5.64% 3.35% 2.59% 2.1% 1.58% 2.65% 1.58%
2026/07/16 8% 4.44% 3.43% 4.79% 3.97% 1.94% 3.36% 1.59% 1.64% 2.26%
2026/07/17 7.78% 5.86% 3.83% 4.74% 3.61% 3.12% 2.05% 1.6% 2.66% 0.68%
2026/07/18 6.69% 3.95% 1.72% 4.17% 3.45% 1.71% 2.09% 1.77% 2.34% 1.29%
2026/07/19 7.22% 4.07% 0.96% 3.4% 2.85% 2.62% 1.09% 1.85% 2.73% 1.45%
2026/07/20 7.12% 4.01% 2.2% 4.74% 2.03% 3.11% 2.7% 1.6% 2.15% 0.79%
2026/07/21 7.68% 3.15% 3.29% 4.27% 3.17% 2.61% 4.11% 1.34% 2.4% 1.74%
2026/07/22 11.37% 3.42% 3.84% 4.27% 5.62% 3.05% 4.16% 1.5% 1.86% 1.53%
2026/07/23 9.82% 4.01% 4.38% 3.92% 4.25% 2.95% 3.15% 2.02% 2.22% 0.98%
2026/07/24 9.86% 4.14% 3.07% 5.28% 3.45% 3.19% 2.46% 1.08% 2.14% 1.1%
2026/07/25 8.12% 4.26% 3.63% 3.48% 3.47% 4.45% 2.2% 1.42% 2.23% 1.02%
2026/07/26 7.42% 3.69% 3.22% 4.56% 4.06% 3.07% 2.98% 1.29% 1.34% 1.62%
2026/07/27 10.6% 3.87% 4.87% 5.27% 3.98% 4.73% 1.78% 1.38% 1.29% 1.29%
2026/07/28 8.08% 3.38% 3.83% 4.24% 3.73% 5.38% 2.32% 1.12% 1.92% 1.76%
2026/07/29 7.84% 3.25% 5.2% 4.26% 5.76% 3.72% 3.4% 1.3% 0.98% 1.53%
2026/07/30 10.39% 3.57% 4.09% 3.71% 5.7% 3.35% 2.56% 1.24% 1.34% 1.3%
2026/07/31 6.27% 4.62% 3.05% 2.72% 2.71% 2.37% 2.35% 1.34% 1.21% 0.64%
  • legalzoom.com
  • forthepeople.com
  • zenbusiness.com
  • bizee.com
  • forbes.com
  • northwestregisteredagent.com
  • sweetjames.com
  • marble.co
  • arnolditkin.com
  • lnjury.com

Copyright © Adthena. All rights reserved.

LegalZoom’s spend share peaked mid-month at 14.93%, then declined. Bizee and Forbes showed fluctuations, while ZenBusiness and SweetJames had notable mid-month spikes. The month ended with varied trends.

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
2026/07/01 2018
2026/07/02 2044
2026/07/03 2035
2026/07/04 1900
2026/07/05 1884
2026/07/06 1982
2026/07/07 2000
2026/07/08 1800
2026/07/09 1694
2026/07/10 1771
2026/07/11 1626
2026/07/12 1686
2026/07/13 1934
2026/07/14 1882
2026/07/15 1879
2026/07/16 1932
2026/07/17 1981
2026/07/18 1835
2026/07/19 1835
2026/07/20 1849
2026/07/21 1882
2026/07/22 2144
2026/07/23 2188
2026/07/24 2166
2026/07/25 2240
2026/07/26 2289
2026/07/27 2235
2026/07/28 2218
2026/07/29 2148
2026/07/30 2089
2026/07/31 2083

Copyright © Adthena. All rights reserved.

July began with 2,018 advertisers, dipped mid-month, then surged to 2,289 by month’s end, showcasing 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
theupsstore.com 1.17%
legalshield.com 0.58%
rocketlawyer.com 0.35%
findlaw.com 0.27%
legaltemplates.net 0.25%
lawdistrict.com -0.21%
eforms.com -0.38%
northwestregisteredagent.com -0.85%
bizee.com -1.35%
legalzoom.com -1.71%

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LegalZoom and Bizee saw significant declines in click share, dropping by 1.71% and 1.35% respectively. Meanwhile, The UPS Store experienced the largest positive movement, gaining 1.17%.

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 zenbusiness.com bizee.com forbes.com marble.co legalshield.com northwestregisteredagent.com justanswer.com trademarkengine.com
2026/07/01 11.51% 3.11% 2.91% 5.93% 5.5% 2.92% 0.88% 2.43% 2.23% 1.85%
2026/07/02 10.7% 3.23% 2.99% 6.24% 3.43% 2.79% 1.23% 2.46% 2.1% 1.55%
2026/07/03 10.68% 3.46% 4.21% 5.03% 4.64% 2.86% 1.57% 2.34% 1.79% 1.71%
2026/07/04 10.89% 3.71% 3.31% 6.29% 4.97% 2.44% 1.39% 3% 1.52% 1.1%
2026/07/05 12.85% 2.94% 3.86% 7.09% 3.82% 2.36% 1.07% 4.96% 1.66% 1.56%
2026/07/06 12.33% 2.82% 3.24% 6.71% 3.26% 1.24% 0.91% 2.96% 1.93% 1.39%
2026/07/07 10.12% 2.31% 2.35% 6.3% 3.93% 2.14% 1.05% 2.72% 0.97% 1.82%
2026/07/08 11.33% 2.71% 3.84% 7.32% 4.32% 1.59% 0.83% 4.15% 1.09% 1.58%
2026/07/09 14.34% 1.65% 4.63% 7.02% 4.25% 2.63% 1.09% 3% 2.43% 2.06%
2026/07/10 13.68% 1.52% 4.21% 7.37% 5.05% 2.55% 0.84% 2.56% 1.59% 1.68%
2026/07/11 15.11% 2.1% 5.81% 6.59% 6.32% 2.27% 1.98% 3.04% 0.96% 1.55%
2026/07/12 14.36% 2.77% 5.2% 6.43% 5.48% 2.27% 1.47% 3.32% 0.54% 1.97%
2026/07/13 10.93% 2.89% 4.1% 4.34% 4.79% 2.26% 1.05% 1.63% 1.84% 1.6%
2026/07/14 10.05% 2.63% 3.44% 5.27% 3.71% 2.19% 1.5% 1.8% 2.45% 0.89%
2026/07/15 10.62% 3.95% 3.67% 5.89% 3.24% 2.42% 1.45% 1.63% 1.3% 1.53%
2026/07/16 8.89% 3.73% 3.27% 4.74% 4.13% 2.44% 1.46% 1.14% 0.6% 0.43%
2026/07/17 8.2% 4.73% 3.91% 4.99% 3.75% 2.55% 1% 1.99% 0.83% 0.95%
2026/07/18 7.92% 3.98% 1.99% 4.77% 3.61% 2.88% 1.93% 1.23% 0.91% 1.96%
2026/07/19 9.45% 3.48% 1.31% 4.27% 3.71% 3.14% 1.52% 1.99% 1.42% 2.15%
2026/07/20 8.68% 3.38% 2.63% 5.21% 2.51% 2.75% 1.34% 1.93% 0.84% 1.12%
2026/07/21 10.05% 2.63% 3.44% 5.27% 3.71% 2.19% 1.5% 1.8% 2.45% 0.89%
2026/07/22 12.84% 2.7% 3.78% 4.83% 5.67% 2.28% 1.6% 2.04% 1.05% 1.24%
2026/07/23 10.93% 3.09% 4.34% 4.22% 4.3% 3.1% 1.5% 1.87% 1.76% 1.49%
2026/07/24 11.5% 3.24% 3.21% 6.2% 3.53% 1.65% 1.29% 1.98% 1.25% 1.9%
2026/07/25 9.84% 3.27% 3.92% 4.28% 3.94% 2.43% 1.37% 2.92% 1.43% 1.77%
2026/07/26 9.64% 2.93% 3.6% 5.15% 4.27% 2.21% 1.62% 2.48% 1.39% 1.02%
2026/07/27 10.83% 3.1% 4.8% 5.25% 4.11% 2.12% 1.3% 2.57% 1.44% 1.07%
2026/07/28 9.75% 2.93% 4.18% 4.88% 4.04% 1.82% 1.44% 3.26% 1.41% 1.78%
2026/07/29 9.35% 2.49% 4.98% 4.68% 5.55% 2.09% 2.05% 2.09% 1.13% 1%
2026/07/30 11.99% 2.95% 4.27% 3.99% 5.59% 2.05% 1.88% 1.89% 1.18% 2.17%
2026/07/31 7.98% 3.68% 3.04% 2.99% 2.97% 2.08% 1.86% 1.49% 1.02% 0.58%
  • legalzoom.com
  • forthepeople.com
  • zenbusiness.com
  • bizee.com
  • forbes.com
  • marble.co
  • legalshield.com
  • northwestregisteredagent.com
  • justanswer.com
  • trademarkengine.com

Copyright © Adthena. All rights reserved.

LegalZoom’s impression share fluctuated, peaking at 15.11% on July 11. ForThePeople saw a rise mid-month, reaching 4.73% on July 17. ZenBusiness peaked at 5.81% on July 11. Bizee’s share declined, ending at 2.99%. Forbes had a mid-month peak of 6.32% on July 11. Marble.co remained stable, while LegalShield and NorthwestRegisteredAgent showed minor fluctuations. JustAnswer and TrademarkEngine had low shares, with TrademarkEngine ending at 0.58%.

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
    $0 LLC Filing + State Fee - $0 - Start an LLC Business https://www.bizee.com

    Form an LLC (Limited Liability Company) or Corporation Online. Quickly & Easily Form Your New Business, in Any State, For as Little as $0 + State Fees. Same Day Processing. Over 1 Million Filings.

  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. Review Pros & Cons.

  3. 3
    Create an LLC Online | Start an LLC for $0 + State Filing Fees https://www.legalzoom.com

    Protect your personal assets with a $0 LLC—just pay state filing fees. Start today. We'll do the legwork so you can set aside more time & money for your business. Start today.

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

    Locations Near You — We'll Notarize Your Documents, Help Make Copies And Send Everything Where It Needs To Go! The UPS Store® Will Handle Your Notarization Needs.

  5. 5
    Register Your LLC Now | 1 Business Day LLC Processing https://www.zenbusiness.com

    Confidently Start An LLC & Stay Protected As It Grows For $0 + State Fees. Follow Our...

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In the competitive landscape of LLC formation, Bizee.com, Forbes, LegalZoom, and ZenBusiness dominate with enticing offers of $0 LLC filing plus state fees. Their messaging emphasizes ease, speed, and protection, while The UPS Store focuses on convenient notarization services.

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