US Services Legal - PPC Market Share Analysis November 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.

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 29.7551651455
70.2448348545
29%

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 51
49
51%

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 6.06
legalzoom.com 4.54
lawdepot.com 2.92
beenverified.com 2.14
legaltemplates.net 1.95
joinadvocate.com 1.88
rocketlawyer.com 1.67
theupsstore.com 1.65
notarize.com 1.49
zenbusiness.com 1.34
others 74.36
  • forthepeople.com - 6.06%
  • legalzoom.com - 4.54%
  • lawdepot.com - 2.92%
  • beenverified.com - 2.14%
  • legaltemplates.net - 1.95%
  • joinadvocate.com - 1.88%
  • rocketlawyer.com - 1.67%
  • theupsstore.com - 1.65%
  • notarize.com - 1.49%
  • zenbusiness.com - 1.34%
  • others - 74.36%

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In the legal services PPC landscape, “forthepeople.com” leads with 6.06% click share, followed by “legalzoom.com” at 4.54%. “Others” dominate with a significant 74.36% share.

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 arnolditkin.com legalzoom.com lawyer1.com sweetjames.com morellilaw.com postmandelivers.com wilshirelaw.com jeffreysglassman.com rubensteinlaw.com
2025/11/01 6.71% 1.72% 2.5% 2.53% 3.46% 1.47% 1.96% 2.61% 0.61% 1.66%
2025/11/02 6.21% 2.53% 2.24% 1.89% 2.01% 1.79% 2.2% 2.01% 1.25% 1.99%
2025/11/03 6.43% 2.27% 2.57% 1.34% 2.09% 1.53% 1.09% 2.35% 2.3% 4%
2025/11/04 5.85% 4.21% 2.22% 0.79% 2.27% 1.03% 1.24% 1.93% 0.59% 1.77%
2025/11/05 5.94% 4.87% 2.34% 1.11% 1.81% 1.29% 1.49% 1.79% 1.25% 3.49%
2025/11/06 6.09% 3.28% 2.24% 1.38% 2.01% 1.08% 2.18% 1.92% 1.75% 3.3%
2025/11/07 7.28% 4.22% 2.29% 0.61% 1.37% 1.58% 1.79% 1.5% 1.68% 2.58%
2025/11/08 6.51% 4.36% 2.16% 2.68% 1.99% 2.07% 4.45% 1.2% 0.63% 2.81%
2025/11/09 5.77% 4.44% 2.29% 2.32% 2.6% 1.76% 3.52% 1.2% 0.75% 2.13%
2025/11/10 5.36% 3.15% 2.43% 1.15% 2.57% 1.11% 3.38% 0.98% 2.43% 1.79%
2025/11/11 5.76% 1.94% 2.14% 1.46% 2.32% 1.25% 3.58% 0.94% 0.99% 3.03%
2025/11/12 6.15% 3.03% 2.26% 0.7% 1.54% 1.63% 3.39% 1.13% 0.68% 3.22%
2025/11/13 6.1% 2.15% 2.01% 0.83% 1.9% 1.46% 1.1% 2.06% 1.49% 2.99%
2025/11/14 6.22% 2.05% 1.91% 1.3% 1.47% 0.56% 1.42% 1.78% 2.05% 2.48%
2025/11/15 6.87% 4.01% 1.73% 1.22% 1.72% 1.44% 2.25% 1.03% 0.74% 2.28%
2025/11/16 7.12% 3.58% 1.8% 0.57% 1.61% 1.98% 2.99% 1.19% 0.88% 2.34%
2025/11/17 7.98% 1% 1.76% 0.74% 2.29% 1.03% 1.92% 1.42% 0.75% 2.03%
2025/11/18 5.75% 0.98% 2% 0.92% 2.06% 1.79% 2.53% 0.95% 2.2% 2.27%
2025/11/19 7.37% 0.62% 1.71% 1.09% 3.4% 0.98% 3.34% 1.67% 0.7% 2.14%
2025/11/20 8.33% 0.97% 1.64% 0.73% 2.86% 1.04% 2.56% 1.14% 0.7% 2.66%
2025/11/21 9.16% 0.86% 1.53% 0.61% 2.89% 1.15% 1.11% 0.79% 1.45% 0.64%
2025/11/22 12.23% 0.97% 1.87% 1.05% 3.69% 0.91% 1.89% 0.67% 0.67% 0.95%
2025/11/23 10.25% 0.75% 1.86% 1.43% 4.81% 1.23% 1.4% 1.5% 1.44% 0.98%
2025/11/24 9.46% 0.74% 1.78% 1.96% 3.05% 0.88% 1.26% 1.3% 1.37% 1.08%
2025/11/25 10.29% 2.44% 1.73% 1.61% 3.39% 0.9% 0.81% 1.52% 0.76% 2.03%
2025/11/26 9.85% 6.22% 1.68% 1.19% 1.46% 0.97% 1.08% 1.41% 1.86% 0.55%
2025/11/27 9.62% 4.58% 1.55% 1.55% 1.33% 0.74% 0.73% 1.07% 0.86% 0.38%
2025/11/28 9.15% 4.25% 1.59% 1.51% 1.45% 0.71% 1.12% 1.49% 0.58% 0.08%
2025/11/29 10.2% 4.87% 1.67% 2.01% 1.43% 0.9% 0.95% 1.12% 1.06% 0.09%
2025/11/30 8.72% 4.32% 2.11% 1.64% 1.55% 1.46% 1.24% 1.17% 1.14% 0.12%
  • forthepeople.com
  • arnolditkin.com
  • legalzoom.com
  • lawyer1.com
  • sweetjames.com
  • morellilaw.com
  • postmandelivers.com
  • wilshirelaw.com
  • jeffreysglassman.com
  • rubensteinlaw.com

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In November 2025, forthepeople.com dominated with a peak spend share of 12.23% on the 22nd. Meanwhile, arnolditkin.com saw a significant rise on the 26th, reaching 6.22%. Legalzoom.com maintained a steady presence, while sweetjames.com peaked at 4.81% on the 23rd. The month concluded with forthepeople.com leading, showcasing dynamic shifts in advertiser strategies.

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
2025/11/01 2492
2025/11/02 2542
2025/11/03 2757
2025/11/04 2635
2025/11/05 2709
2025/11/06 2682
2025/11/07 2778
2025/11/08 2578
2025/11/09 2540
2025/11/10 2871
2025/11/11 2670
2025/11/12 2818
2025/11/13 2800
2025/11/14 2803
2025/11/15 2592
2025/11/16 2594
2025/11/17 2718
2025/11/18 2745
2025/11/19 2730
2025/11/20 2740
2025/11/21 2787
2025/11/22 2524
2025/11/23 2494
2025/11/24 2745
2025/11/25 2713
2025/11/26 2662
2025/11/27 2716
2025/11/28 2710
2025/11/29 2486
2025/11/30 2465

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November saw a dynamic shift in distinct advertisers, peaking at 2,871 on the 10th. The month concluded with a decrease, ending at 2,465.

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 1.11%
forthepeople.com 0.99%
govplus.com 0.5%
ssa.gov 0.38%
thomsonreuters.com 0.34%
atticus.com -0.35%
arnolditkin.com -0.37%
rubensteinlaw.com -0.46%
legalzoom.com -0.74%
beenverified.com -0.84%

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Theupsstore.com surged with a 1.11% click share increase, while beenverified.com dropped by 0.84%. Forthepeople.com also rose by 0.99%.

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 lawdepot.com marble.co arnolditkin.com zenbusiness.com joinadvocate.com rocketlawyer.com beenverified.com
2025/11/01 5.24% 3.58% 1.27% 1.85% 1.53% 0.78% 1.55% 2.2% 1.35% 2.13%
2025/11/02 5.28% 3.38% 1.4% 1.86% 1.22% 1.05% 1.27% 2.1% 1.67% 1.83%
2025/11/03 4.74% 3.51% 1.23% 2.03% 1.26% 0.96% 1.43% 1.63% 1.72% 2.16%
2025/11/04 4.75% 3.27% 1.22% 1.89% 1.35% 1.67% 1.36% 1.67% 1.59% 1.93%
2025/11/05 4.46% 3.38% 1.38% 2.02% 1.15% 2.15% 1.31% 1.57% 1.57% 1.79%
2025/11/06 4.64% 3.2% 1.6% 1.71% 1.61% 1.43% 1.31% 1.76% 1.57% 2.05%
2025/11/07 5.62% 3.43% 1.51% 1.53% 1.36% 1.79% 1.52% 1.57% 1.44% 2.19%
2025/11/08 5.13% 3.37% 1.34% 1.49% 1.52% 1.94% 1.31% 1.97% 1.62% 1.87%
2025/11/09 5.21% 3.44% 1.51% 1.72% 1.32% 1.98% 1.52% 1.74% 1.67% 2.02%
2025/11/10 4.94% 3.59% 1.14% 1.48% 1.45% 1.71% 1.42% 1.85% 1.49% 1.86%
2025/11/11 5.19% 3.18% 1.24% 1.41% 1.82% 1.06% 1.35% 2.32% 1.18% 1.69%
2025/11/12 5.4% 3.03% 1.23% 1.37% 1.55% 1.33% 1.41% 2.1% 1.02% 1.74%
2025/11/13 5.74% 2.75% 1.2% 1.6% 1.56% 0.88% 1.31% 1.89% 1.31% 1.57%
2025/11/14 5.78% 2.75% 1.27% 1.62% 1.48% 1.05% 1.38% 2.08% 1.17% 1.52%
2025/11/15 6.25% 2.72% 1.58% 1.42% 1.27% 1.96% 1.43% 1.98% 1.15% 1.5%
2025/11/16 6.41% 2.97% 1.49% 1.35% 1.05% 1.7% 1.36% 1.62% 1.46% 1.42%
2025/11/17 6.23% 2.75% 1.39% 1.74% 1.31% 0.51% 1.09% 1.79% 1.3% 1.32%
2025/11/18 4.69% 3.13% 1.29% 1.7% 0.97% 0.49% 1.11% 1.89% 1.1% 1.35%
2025/11/19 5.92% 2.85% 1.38% 1.62% 1.39% 0.43% 1.21% 2.22% 1.02% 1.32%
2025/11/20 6.36% 2.38% 1.26% 1.61% 1.4% 0.56% 1.35% 1.72% 1.07% 1.09%
2025/11/21 6.84% 2.43% 1.32% 1.69% 1.74% 0.43% 1.38% 2.16% 1.19% 1.3%
2025/11/22 9.04% 2.86% 1.74% 1.69% 0.92% 0.46% 1.5% 2.23% 1.11% 1.4%
2025/11/23 7.57% 2.74% 1.56% 1.84% 1.17% 0.42% 1.43% 2.27% 1.1% 1.42%
2025/11/24 6.59% 2.58% 1.3% 1.82% 1.46% 0.49% 1.39% 1.53% 1.24% 1.19%
2025/11/25 7.55% 2.57% 1.39% 1.72% 1.39% 1.21% 1.32% 1.79% 1.16% 1.21%
2025/11/26 7.4% 2.46% 1.56% 1.61% 1.6% 2.54% 1.27% 1.34% 1.19% 0.97%
2025/11/27 7.1% 2.1% 1.6% 1.46% 1.19% 1.92% 1.44% 1.06% 1.06% 0.94%
2025/11/28 6.23% 2.2% 1.51% 1.61% 1.28% 1.75% 1.63% 0.95% 0.95% 0.95%
2025/11/29 6.66% 2.29% 1.66% 1.65% 1.64% 2.04% 1.65% 1.1% 0.89% 0.9%
2025/11/30 6.71% 2.84% 1.97% 1.91% 1.9% 1.79% 1.76% 1.44% 1.28% 1.19%
  • forthepeople.com
  • legalzoom.com
  • forbes.com
  • lawdepot.com
  • marble.co
  • arnolditkin.com
  • zenbusiness.com
  • joinadvocate.com
  • rocketlawyer.com
  • beenverified.com

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In November 2025, forthepeople.com saw a significant rise in PPC impressions, peaking at 9.04% on the 22nd. Meanwhile, legalzoom.com experienced a decline, ending at 2.84%. Forbes.com and lawdepot.com showed steady growth, closing at 1.97% and 1.91%, respectively. Marble.co and arnolditkin.com fluctuated, finishing at 1.90% and 1.79%. Zenbusiness.com and joinadvocate.com maintained stability, ending at 1.76% and 1.44%. Rocketlawyer.com and beenverified.com had minor variations, concluding at 1.28% and 1.19%.

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
    Davis Law Firm San Antonio - San Antonio Accident Lawyers https://www.jeffdavislawfirm.com/

    If You’re Hurt In A Car, Truck Or Commercial Vehicle Wreck Call The Fours. Contact Our Personal Injury Law Office In San Antonio For A Free Initial Consultation.

  3. 3
    SSDI Appeals: 95% Success - No Fee Unless You Win https://www.joinadvocate.com › ssdi › appeals

    Advocate’s experienced support team specializes in appeals and knows what it takes to win

  4. 4
    Medical Malpractice Lawsuit | The Guardian Legal Network https://www.theguardianlegalnetwork.com

    Explore how Guardian Legal Network connects medical malpractice victims with top attorneys to secure justice and compensation for their injuries.

  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 legal landscape, Morgan & Morgan’s ad stands out with its promise of “100% Free Unless We Win,” emphasizing risk-free legal support. Davis Law Firm’s “Call The Fours” slogan offers immediate assistance for accident victims. Advocate’s “95% Success” rate highlights their expertise in SSDI appeals. The Guardian Legal Network connects malpractice victims with top attorneys, ensuring justice. ZenBusiness educates on LLCs, appealing to budding entrepreneurs. Each ad uniquely addresses client needs, from legal victories to business insights.

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