US Services Legal - PPC Market Share Analysis February 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 31.3064368642
68.6935631358
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 47
53
47%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 1%
Navigational 2%
Seasonal 0%
Local 8%
Problem Solving 30%

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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 7.67
legalzoom.com 5.35
lawdepot.com 3.13
legaltemplates.net 3
northwestregisteredagent.com 2.28
theupsstore.com 2.08
forbes.com 1.94
zenbusiness.com 1.66
atticus.com 1.58
rocketlawyer.com 1.57
others 69.74
  • forthepeople.com - 7.67%
  • legalzoom.com - 5.35%
  • lawdepot.com - 3.13%
  • legaltemplates.net - 3%
  • northwestregisteredagent.com - 2.28%
  • theupsstore.com - 2.08%
  • forbes.com - 1.94%
  • zenbusiness.com - 1.66%
  • atticus.com - 1.58%
  • rocketlawyer.com - 1.57%
  • others - 69.74%

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In the legal services PPC landscape, “forthepeople.com” leads with 7.67% click share, while “others” dominate at 69.74%, 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 arnolditkin.com forbes.com legalzoom.com wilshirelaw.com findlaw.com zenbusiness.com raphaelsonlaw.com bizee.com daspitlaw.com
2026/02/01 10.32% 4.34% 1.52% 2.41% 1.36% 1.39% 1.4% 0.94% 1.46% 0.93%
2026/02/02 8.19% 2.16% 1.28% 2.01% 1.12% 1.22% 1.11% 1.15% 1% 1.31%
2026/02/03 9.16% 3.1% 1.28% 2.68% 1.22% 2.27% 1.36% 0.93% 1.39% 2.14%
2026/02/04 10.36% 3.43% 1.33% 2.77% 1.25% 2.42% 1.55% 0.06% 1.42% 1.52%
2026/02/05 7.87% 3.79% 1.39% 2.93% 0.99% 1.98% 1.82% 0.31% 1.47% 1.77%
2026/02/06 9.33% 3.5% 1.36% 2.91% 1.13% 1.7% 1.79% 1.63% 1.68% 1.13%
2026/02/07 8.91% 3.72% 1.33% 2.28% 1.11% 1.27% 1.71% 2.2% 1.41% 0.57%
2026/02/08 10.27% 2.36% 1.35% 2.18% 1.13% 0.99% 1.48% 1.51% 1.37% 0.59%
2026/02/09 8.61% 3.18% 1.13% 2.37% 1.12% 0.98% 1.41% 2.53% 1.37% 1.41%
2026/02/10 10.79% 3.57% 1.09% 1.96% 1.36% 1.4% 1.55% 1.93% 1.37% 1.73%
2026/02/11 11.24% 3.4% 1.11% 1.93% 1.59% 1.39% 1.56% 1.56% 1.61% 1.97%
2026/02/12 7.4% 3.57% 1.31% 2.76% 0.93% 1.87% 1.71% 0.3% 1.38% 1.67%
2026/02/13 8.68% 3.26% 1.27% 2.71% 1.14% 1.58% 1.66% 1.56% 1.56% 1.06%
2026/02/14 8.38% 3.5% 1.26% 2.14% 1.1% 1.2% 1.61% 2.32% 1.33% 0.54%
2026/02/15 9.74% 2.24% 1.28% 2.07% 1.08% 0.94% 1.41% 1.47% 1.29% 0.61%
2026/02/16 8.09% 2.99% 1.06% 2.23% 1.06% 0.93% 1.32% 2.39% 1.29% 1.33%
2026/02/17 10.11% 4.38% 1.33% 1.95% 1.28% 1.21% 1.01% 2.16% 0.91% 1.95%
2026/02/18 12.58% 3.94% 1.85% 1.54% 1.14% 1.75% 0.9% 2.83% 0.72% 1.62%
2026/02/19 12.39% 4.16% 1.55% 1.45% 1.13% 2.41% 0.89% 1.16% 0.53% 0.91%
2026/02/20 12.14% 4.51% 1.63% 2.2% 1.03% 1.43% 1.27% 0.78% 0.77% 0.02%
2026/02/21 12.48% 4.69% 1.55% 2.41% 1.48% 1.32% 1.25% 3.45% 0.91% 0.78%
2026/02/22 12.76% 3.54% 1.66% 2.2% 1.57% 1.94% 1.29% 2.38% 0.94% 0.65%
2026/02/23 12.61% 2.81% 1.14% 1.91% 1% 1.97% 1.36% 2.03% 0.82% 1.48%
2026/02/24 13.14% 4.1% 1.19% 1.85% 1.2% 2.63% 1.41% 1.16% 0.65% 1.1%
2026/02/25 13.25% 3.84% 1.57% 1.87% 1.3% 2.1% 1.42% 1.32% 0.79% 0.97%
2026/02/26 13.73% 3.37% 1.35% 2.16% 1.16% 1.84% 1.08% 1.43% 1.05% 1.44%
2026/02/27 18.24% 0.06% 1.55% 1.74% 1.45% 1.53% 1.04% 1.54% 1.23% 1.41%
2026/02/28 21.83% 1.91% 1.77% 1.65% 1.36% 1.34% 1.32% 1.25% 1.01% 0.95%
  • forthepeople.com
  • arnolditkin.com
  • forbes.com
  • legalzoom.com
  • wilshirelaw.com
  • findlaw.com
  • zenbusiness.com
  • raphaelsonlaw.com
  • bizee.com
  • daspitlaw.com

Copyright © Adthena. All rights reserved.

In February 2026, forthepeople.com dominated with a significant surge, peaking at 21.83% on the 28th. Arnolditkin.com saw a decline, ending at 1.91%. Forbes.com maintained stability, while legalzoom.com fluctuated, closing at 1.65%. Wilshirelaw.com and findlaw.com showed minor variations. Zenbusiness.com and raphaelsonlaw.com experienced ups and downs, finishing at 1.32% and 1.25%, respectively. Bizee.com and daspitlaw.com had modest changes, ending at 1.01% and 0.95%.

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
2026/02/01 2453
2026/02/02 2809
2026/02/03 2563
2026/02/04 2559
2026/02/05 2582
2026/02/06 2432
2026/02/07 2416
2026/02/08 2423
2026/02/09 2684
2026/02/10 2575
2026/02/11 2628
2026/02/12 2582
2026/02/13 2432
2026/02/14 2416
2026/02/15 2423
2026/02/16 2684
2026/02/17 2384
2026/02/18 2418
2026/02/19 2420
2026/02/20 2388
2026/02/21 2183
2026/02/22 2279
2026/02/23 2552
2026/02/24 2459
2026/02/25 2413
2026/02/26 2300
2026/02/27 2229
2026/02/28 2077

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February saw a dynamic shift in distinct advertisers, peaking at 2,809 on the 2nd, then gradually declining to 2,077 by month’s end.

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 2.67%
atticus.com 0.85%
lnjury.com 0.58%
eforms.com 0.57%
forbes.com 0.36%
bizee.com -0.49%
publicrecordscenter.org -0.56%
beenverified.com -0.74%
truthfinder.com -0.91%
joinadvocate.com -1.84%

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In the past month, forthepeople.com surged with a 2.67% click share increase, while joinadvocate.com faced a decline of 1.84%.

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 forbes.com legalzoom.com atticus.com zenbusiness.com marble.co findlaw.com legaltemplates.net lawdepot.com bizee.com
2026/02/01 7.32% 2.3% 3.56% 0.43% 1.55% 1.54% 1.7% 1.81% 1.76% 2.02%
2026/02/02 6.2% 2.01% 3.32% 1.1% 1.36% 1.02% 1.43% 1.51% 1.48% 1.46%
2026/02/03 6.06% 2.04% 4.15% 0.81% 1.45% 1.92% 2.6% 1.86% 1.49% 1.64%
2026/02/04 6.66% 1.95% 4.14% 0.86% 1.58% 2.02% 2.61% 1.81% 1.44% 1.81%
2026/02/05 5.1% 2.11% 4.52% 0.48% 1.91% 1.96% 2.1% 1.87% 1.48% 1.8%
2026/02/06 6.13% 2.01% 4.09% 1.61% 1.75% 1.65% 1.71% 2.07% 1.67% 2.06%
2026/02/07 6.06% 1.96% 3.19% 1.04% 1.83% 1.72% 1.44% 1.57% 1.61% 1.78%
2026/02/08 7.08% 1.99% 3.13% 1.3% 1.67% 1.91% 1.33% 1.49% 1.53% 1.64%
2026/02/09 5.76% 1.65% 3.19% 1.8% 1.51% 2.37% 1.26% 1.65% 1.71% 1.57%
2026/02/10 7.24% 1.65% 2.83% 1.83% 1.74% 2.1% 1.6% 1.8% 1.88% 1.78%
2026/02/11 7.38% 1.73% 2.79% 1.42% 1.71% 1.43% 1.61% 1.69% 1.76% 2.09%
2026/02/12 5.1% 2.11% 4.52% 0.48% 1.91% 1.96% 2.1% 1.87% 1.48% 1.8%
2026/02/13 6.13% 2.01% 4.09% 1.61% 1.75% 1.65% 1.71% 2.07% 1.67% 2.06%
2026/02/14 6.06% 1.96% 3.19% 1.04% 1.83% 1.72% 1.44% 1.57% 1.61% 1.78%
2026/02/15 7.08% 1.99% 3.13% 1.3% 1.67% 1.91% 1.33% 1.49% 1.53% 1.64%
2026/02/16 5.76% 1.65% 3.19% 1.8% 1.51% 2.37% 1.26% 1.65% 1.71% 1.57%
2026/02/17 7.76% 2.09% 2.93% 2.22% 1.26% 1.79% 1.78% 1.64% 1.71% 1.35%
2026/02/18 10.05% 3.04% 2.7% 1.86% 1.25% 2.16% 2.17% 1.84% 1.83% 1.15%
2026/02/19 9.41% 2.57% 2.32% 1.49% 1.17% 2.05% 2.65% 1.91% 1.79% 0.8%
2026/02/20 8.8% 2.47% 3.31% 2.03% 1.5% 2.02% 1.85% 1.87% 1.98% 1.07%
2026/02/21 8.15% 2.61% 4.09% 1.46% 1.73% 2.03% 2.22% 1.91% 2.13% 1.26%
2026/02/22 8.93% 2.65% 3.78% 1.16% 1.71% 1.66% 2.27% 1.79% 1.88% 1.39%
2026/02/23 9.3% 1.86% 3.09% 2.32% 1.85% 2.37% 2.5% 1.53% 1.48% 1.31%
2026/02/24 9.07% 1.88% 2.92% 1.97% 1.8% 2.68% 3.1% 1.57% 1.6% 1.02%
2026/02/25 9.39% 2.42% 3.24% 2.79% 1.98% 2.4% 2.56% 1.78% 1.78% 1.29%
2026/02/26 9.19% 2.26% 3.53% 2% 1.61% 2.05% 2.57% 1.73% 1.69% 1.53%
2026/02/27 12.18% 2.49% 2.94% 1.62% 1.55% 1.91% 1.94% 1.94% 1.7% 2%
2026/02/28 13.14% 2.81% 2.68% 2.13% 1.86% 1.85% 1.79% 1.77% 1.76% 1.5%
  • forthepeople.com
  • forbes.com
  • legalzoom.com
  • atticus.com
  • zenbusiness.com
  • marble.co
  • findlaw.com
  • legaltemplates.net
  • lawdepot.com
  • bizee.com

Copyright © Adthena. All rights reserved.

In February 2026, “forthepeople.com” saw a significant rise in PPC impressions, peaking at 13.14% on the 28th. “Forbes.com” and “legalzoom.com” maintained steady shares, while “atticus.com” and “marble.co” experienced fluctuations. The month concluded with “forthepeople.com” leading the pack.

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
    Morgan & Morgan Law Firm - Free Unless We Win Your Case https://www.forthepeople.com

    Free Unless We Win—Over $30 Billion Won for Clients—1,000+ Lawyers—24/7 Free Consultations

  3. 3
    Ask An Attorney Anything - 24/7 Legal Consultations https://www.legalshield.com

    Speak with an experienced lawyer in a matter of hours at an insanely affordable cost.

  4. 4
    LegalZoom.com (Official Site) https://www.legalzoom.com

    LLC Services You Can Trust — Provides The Most Tools & Expert Guidance To Form, Run, Grow Your Business With Confidence

  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!

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In the competitive landscape of legal services, Atticus.com stands out with a promise to triple approval chances for disability claims. Morgan & Morgan emphasizes a risk-free approach, boasting over $30 billion won. LegalShield offers affordable, round-the-clock consultations, while LegalZoom provides comprehensive business legal tools. The UPS Store simplifies document notarization and logistics.

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