Market brief / Law firms in MontanaPage 1 of 1
ABottom line
A lower-half market with bid estimates 52% below the typical state.
Short answer
Montana is in the lower half of 51 markets (the states and DC with data) for breadth of law firms search demand, with 84 distinct search terms at 100 or more searches a month. The median top-of-page bid is $12.04, 52% below the typical state ($25.24). Advertisers bid less here than in most states.
BTop searches
What people in Montana search for
The most-searched law firms terms in Montana, ranked by Google's monthly search range and then by bid. Close variants (the same words in a different order) are shown once, and brand, retailer and DIY searches are left out.
| Search term | Monthly searches in Montana | Top-of-page bid |
|---|---|---|
| injury lawyer near meNear me | 100-1K | $200.00 |
| personal injury lawyer near meNear me | 100-1K | $200.00 |
| injury attorneys near meNear me | 100-1K | $200.00 |
| personal injury attorneys near meNear me | 100-1K | $200.00 |
| personal injury law firms near meNear me | 100-1K | $200.00 |
| pi attorney near meNear me | 100-1K | $200.00 |
| personal lawyers near meNear me | 100-1K | $200.00 |
| pi lawyers near meNear me | 100-1K | $200.00 |
| personal accident lawyer | 100-1K | $178.50 |
| personal accident attorney | 100-1K | $178.50 |
| personal injury attorney lawyer | 100-1K | $178.50 |
| lawyers for auto accidents | 100-1K | $144.68 |
Google Ads Keyword Planner, Montana, Sep 2025 to Aug 2026. Bids are Google's high-range top-of-page estimates, not cost per lead. Urgent and Near me tags are matched from the words in each term. Method.
CWhat it means
What this means for a law firm in Montana
- C1 Bids run below the typical state.A $12.04 median bid estimate is 52% under the typical state. Bid estimates are not what a lead costs.What to doTest any paid campaign on cost per booked job before scaling it.
- C2 For the top 10% of terms, Google's top-of-page bid estimate (high range) is $200.00 or more.Those are usually the high-intent searches.What to doRank organically for them: that is where the biggest savings sit.
- C3 Total demand is modest.Each lead carries more weight, so tracking every one to a booked job matters more than chasing volume.What to doOne well-built site with strong service pages can often cover the whole state.
- C4 8 of the top 12 terms are "near me" searches.Proximity drives a large share of demand.What to doYour Google Business Profile, service area and reviews carry real weight.
- C5 Search demand per resident is below the national average.Index 37, where 100 is the US average.What to doPlan targets on the state’s own numbers, not national averages.
DHow Montana compares
Montana against its nearest markets
| Rank | State | Distinct terms | Median bid estimate | Per resident |
|---|---|---|---|---|
| 43 | Delaware | 111 | $20.87 | 62 |
| 44 | North Dakota | 86 | $75.00 | 55 |
| 45 | Montana | 84 | $12.04 | 37 |
| 46 | Wyoming | 84 | $21.12 | 73 |
| 47 | District of Columbia | 82 | $41.01 | 72 |
| Typical state (median) | $25.24 | 100 |
Google's ranges are wide, so states close together should be treated as similar. Method.
EWhere to start
Where to start
The full playbook for law firms, including job values, channels and a 90-day plan, is in How can a law firm get more clients?. For the channels behind the numbers above:
FIndex
Other industries in Montana
Google Ads Keyword Planner, Montana, Sep 2025 to Aug 2026Methodology