US Services Legal - PPC Market Share Analysis December 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 31.00755185
68.99244815
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 50
50
50%

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 6.8
legalzoom.com 5.26
lawdepot.com 3.08
legaltemplates.net 2.24
beenverified.com 1.86
rocketlawyer.com 1.79
truthfinder.com 1.78
forbes.com 1.72
joinadvocate.com 1.62
northwestregisteredagent.com 1.59
others 72.26
  • forthepeople.com - 6.8%
  • legalzoom.com - 5.26%
  • lawdepot.com - 3.08%
  • legaltemplates.net - 2.24%
  • beenverified.com - 1.86%
  • rocketlawyer.com - 1.79%
  • truthfinder.com - 1.78%
  • forbes.com - 1.72%
  • joinadvocate.com - 1.62%
  • northwestregisteredagent.com - 1.59%
  • others - 72.26%

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In the legal services PPC landscape, “forthepeople.com” leads with 6.8% click share, followed by “legalzoom.com” at 5.26%. “Others” dominate with 72.26%, 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 wilshirelaw.com zenbusiness.com forbes.com nyaccidentcase.com rubensteinlaw.com sweetjames.com arnolditkin.com lawyer1.com
2025/12/01 7.88% 1.98% 1.39% 1.27% 1.03% 1.27% 0.23% 1.4% 5.25% 1.98%
2025/12/02 8.53% 2.02% 1.83% 1.22% 0.98% 0.53% 0.31% 1.59% 4.76% 1.29%
2025/12/03 8.52% 1.89% 1.88% 1.14% 1.11% 0.8% 0.47% 1.79% 4.3% 1.02%
2025/12/04 8.67% 1.86% 1.37% 1.33% 1.3% 0.6% 0.78% 2.12% 3.65% 0.89%
2025/12/05 9.63% 1.96% 1.44% 1.34% 1.4% 1.36% 0.21% 1.67% 3.57% 1.33%
2025/12/06 10.73% 1.95% 1.32% 1.13% 1.38% 2.07% 0.8% 0.84% 6.01% 2.25%
2025/12/07 11.48% 2.31% 1.12% 1.44% 1.42% 0.8% 0.67% 2.19% 4.09% 1.18%
2025/12/08 10.39% 1.99% 1.46% 1.38% 1.22% 1.05% 0.5% 1.14% 4.18% 1.74%
2025/12/09 9.49% 1.93% 1.1% 1.24% 1.19% 0.84% 0.91% 1.07% 3.88% 1.16%
2025/12/10 9.32% 1.79% 1.29% 1.16% 1.12% 0.42% 1.04% 0.97% 4.31% 1.19%
2025/12/11 9.45% 1.95% 2.41% 0.99% 1.07% 1.3% 0.97% 1.93% 2.8% 0.68%
2025/12/12 9.84% 1.86% 1.22% 1.04% 1.2% 1.2% 1.11% 1.49% 0.22% 1.93%
2025/12/13 10.84% 2.19% 2.25% 1.16% 1.49% 1.53% 1.11% 1.79% 0.36% 1.91%
2025/12/14 10.25% 2.26% 1.76% 1.09% 1.49% 1.18% 1.73% 2.35% 0.42% 1.05%
2025/12/15 9.13% 2.01% 1.37% 1.07% 1.42% 0.7% 1.93% 1.41% 0.85% 2.23%
2025/12/16 9.54% 2.07% 0.55% 1.25% 1.36% 0.73% 1.03% 2.42% 0.56% 1.17%
2025/12/17 10.48% 2.02% 1.64% 0.97% 1.22% 1.16% 1.43% 1.21% 0.5% 1.46%
2025/12/18 12.04% 1.88% 1.42% 1.11% 1.16% 1.32% 1.83% 1.88% 0.35% 2.77%
2025/12/19 10.85% 2.15% 1.98% 1.26% 1.3% 2.11% 2.18% 0.02% 0.09% 2.67%
2025/12/20 13.93% 2.18% 2.2% 1.4% 1.44% 0.8% 2.05% 0.02% 0.3% 1.48%
2025/12/21 11.68% 2.36% 2.02% 1.54% 1.58% 0.71% 3.66% 0.06% 0.41% 2%
2025/12/22 7.66% 2.38% 2.24% 1.48% 1.13% 1.26% 3.55% 2% 0.03% 1%
2025/12/23 9.17% 2.06% 2.58% 1.36% 1.2% 1.65% 2.36% 1.72% 2.07% 0.21%
2025/12/24 12.38% 1.86% 1.56% 1.2% 1.2% 1.7% 2.93% 1.45% 2.95% 0.01%
2025/12/25 11.65% 1.91% 2.2% 1.35% 1.34% 1.27% 1.82% 0.04% 3.24% 0.02%
2025/12/26 8.12% 2.02% 1.81% 1.46% 1.26% 0.88% 3.08% 1% 4.33% 0.24%
2025/12/27 11.45% 1.91% 1.29% 1.44% 1.34% 1.68% 2.96% 1.19% 3.27% 0.01%
2025/12/28 10.8% 2.17% 2.1% 1.49% 1.34% 1.11% 1.98% 0.81% 3.64% 0.46%
2025/12/29 12.29% 1.72% 1.71% 1.23% 1.19% 1.11% 2.31% 0.7% 2.41% 1.29%
2025/12/30 11.62% 2.13% 1.6% 1.37% 1.26% 0.83% 0.84% 0.32% 0.15% 0.3%
2025/12/31 13.3% 2.59% 2.01% 1.53% 1.49% 1.24% 0.96% 0.35% 0.31% 0%
  • forthepeople.com
  • legalzoom.com
  • wilshirelaw.com
  • zenbusiness.com
  • forbes.com
  • nyaccidentcase.com
  • rubensteinlaw.com
  • sweetjames.com
  • arnolditkin.com
  • lawyer1.com

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In December 2025, forthepeople.com led with a peak spend share of 13.93% on the 20th. Legalzoom.com and wilshirelaw.com showed steady growth, while rubensteinlaw.com surged to 3.66% on the 21st. The month concluded with forthepeople.com maintaining dominance.

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
2025/12/01 2661
2025/12/02 2512
2025/12/03 2768
2025/12/04 2676
2025/12/05 2802
2025/12/06 2548
2025/12/07 2561
2025/12/08 2572
2025/12/09 2706
2025/12/10 2744
2025/12/11 2892
2025/12/12 2818
2025/12/13 2531
2025/12/14 2595
2025/12/15 2798
2025/12/16 2809
2025/12/17 2729
2025/12/18 2842
2025/12/19 2744
2025/12/20 2602
2025/12/21 2532
2025/12/22 2821
2025/12/23 2805
2025/12/24 2810
2025/12/25 2771
2025/12/26 2800
2025/12/27 2607
2025/12/28 2579
2025/12/29 2789
2025/12/30 2733
2025/12/31 2670

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December saw fluctuating advertiser numbers, peaking at 2,892 on December 11. The month concluded with 2,670 advertisers, reflecting a dynamic 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
legalzoom.com 0.67%
rubensteinlaw.com 0.44%
lawdistrict.com 0.38%
legalshield.com 0.33%
zenbusiness.com 0.32%
sweetjames.com -0.3%
joinadvocate.com -0.34%
findlaw.com -0.66%
atticus.com -0.82%
theupsstore.com -1.15%

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LegalZoom leads with a 0.67% click share rise, while The UPS Store drops by 1.15%. Rubenstein Law, LawDistrict, and LegalShield see positive gains, contrasting with declines for Atticus and FindLaw.

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 joinadvocate.com marble.co zenbusiness.com truthfinder.com lawdepot.com rocketlawyer.com legaltemplates.net
2025/12/01 6.05% 2.99% 1.6% 1.58% 1.69% 1.52% 1.07% 1.97% 1.25% 1.43%
2025/12/02 5.97% 2.88% 1.48% 1.32% 1.91% 1.4% 0.83% 2.07% 1.41% 1.61%
2025/12/03 6.18% 2.97% 1.61% 1.78% 1.8% 1.42% 1.02% 1.73% 1.06% 1.52%
2025/12/04 6.11% 2.83% 1.92% 1.28% 1.79% 1.63% 1.05% 1.49% 1.13% 1.21%
2025/12/05 6.82% 3.07% 2.01% 1.42% 1.87% 1.68% 1.08% 1.64% 1.31% 1.32%
2025/12/06 7.84% 3.04% 2% 1.96% 1.7% 1.39% 1.12% 1.71% 1.66% 1.37%
2025/12/07 7.35% 3.4% 2.02% 1.9% 1.78% 1.67% 1.12% 1.78% 1.57% 1.15%
2025/12/08 7.99% 2.66% 1.86% 2% 1.51% 1.65% 1.16% 1.68% 1.39% 1.45%
2025/12/09 6.73% 2.75% 1.69% 2.14% 1.56% 1.53% 1.17% 1.66% 1.42% 1.31%
2025/12/10 6.34% 2.53% 1.58% 1.89% 2.09% 1.38% 1.15% 1.64% 1.33% 1.44%
2025/12/11 6.83% 2.88% 1.56% 1.9% 2.27% 1.16% 1.09% 1.47% 1.26% 1.21%
2025/12/12 6.99% 2.86% 1.8% 0.89% 1.97% 1.25% 1.34% 1.61% 1.4% 1.37%
2025/12/13 7.76% 3.19% 2.24% 1.99% 1.8% 1.37% 1.48% 1.5% 1.32% 1.28%
2025/12/14 6.89% 3.36% 2.37% 1.89% 1.58% 1.26% 1.4% 1.42% 1.44% 1.17%
2025/12/15 6.63% 3.03% 2.08% 1.71% 1.76% 1.28% 1.32% 1.37% 1.44% 1.27%
2025/12/16 6.72% 3.03% 1.97% 1.87% 1.42% 1.39% 1.41% 1.71% 1.14% 1.4%
2025/12/17 6.89% 3.05% 1.81% 1.55% 1.6% 1.22% 1.09% 1.45% 0.9% 1.27%
2025/12/18 7.59% 2.8% 1.87% 1% 1.65% 1.37% 1.06% 1.4% 1.07% 1.34%
2025/12/19 7.14% 3.22% 2.05% 1.23% 1.62% 1.53% 1.04% 1.62% 1.14% 1.35%
2025/12/20 8.28% 3.3% 2.15% 1.31% 1.43% 1.71% 1.35% 1.65% 1% 1.34%
2025/12/21 7.03% 3.69% 2.41% 1.51% 1.4% 1.98% 1.38% 1.92% 1.34% 1.54%
2025/12/22 5.52% 3.53% 1.81% 1.63% 1.7% 1.82% 1.27% 1.65% 1.08% 1.34%
2025/12/23 6.27% 3.26% 1.86% 1.37% 1.19% 1.68% 1.33% 1.65% 1.33% 1.4%
2025/12/24 7.84% 2.98% 1.94% 1.52% 0.99% 1.56% 1.24% 1.45% 1.18% 1.2%
2025/12/25 7.46% 3.13% 2.08% 1.24% 1.31% 1.8% 1.23% 1.52% 1.17% 1.23%
2025/12/26 5.81% 3.14% 1.96% 1.09% 1.35% 1.91% 1.44% 1.45% 1.23% 1.01%
2025/12/27 7.8% 3.02% 2.19% 1.46% 1.33% 1.9% 1.35% 1.49% 1.02% 1.05%
2025/12/28 7.62% 3.39% 2.25% 1.11% 1.37% 2.01% 1.45% 1.46% 1.07% 1.2%
2025/12/29 8.19% 2.92% 2.01% 1.51% 1.33% 1.68% 1.22% 1.68% 1.34% 1.24%
2025/12/30 7.67% 3.47% 2.12% 1.54% 1.7% 1.88% 1.32% 1.64% 1.39% 1.33%
2025/12/31 8.57% 3.61% 2.26% 2.08% 2.07% 1.73% 1.61% 1.56% 1.44% 1.31%
  • forthepeople.com
  • legalzoom.com
  • forbes.com
  • joinadvocate.com
  • marble.co
  • zenbusiness.com
  • truthfinder.com
  • lawdepot.com
  • rocketlawyer.com
  • legaltemplates.net

Copyright © Adthena. All rights reserved.

In December 2025, “forthepeople.com” led with a fluctuating impression share, peaking at 8.57% on the 31st. “legalzoom.com” showed steady growth, ending at 3.61%. “forbes.com” and “joinadvocate.com” had modest gains, while “marble.co” and “zenbusiness.com” saw slight increases. “truthfinder.com” and “lawdepot.com” maintained stability, with “rocketlawyer.com” and “legaltemplates.net” closing the month with minor fluctuations.

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 Law Firm | Free Unless We Win Your Case https://www.forthepeople.com

    Free Unless We Win—Over $25 Billion Won for Clients—1,000+ Lawyers—24/7 Free Consultations

  2. 2
    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.

  3. 3
    Notarize Documents Today https://offers.theupsstore.com › notary › services

    The UPS Store® Notary — We'll Notarize Your Documents, Help Make Copies And Send Everything Where It Needs To Go! The...

  4. 4
    Don't Waste Your Money - Just Type in a Name & State https://tracking.truthfinder.com › backgroundcheck › name

    Search a Name to Find Detailed & Important Public Record Info. Try Searching Yourself Now. 2 Steps:【1】Enter a Name【2】Find Report With Detailed Background Check Info.

  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 world of legal services, Morgan & Morgan’s ad stands out with its promise of “Free Unless We Win,” highlighting their impressive $25 billion client wins. The Guardian Legal Network focuses on justice for medical malpractice victims, while The UPS Store offers convenient notary services. Truthfinder emphasizes easy access to public records, and ZenBusiness educates on LLC benefits.

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