- The core term “anwalt für arbeitsrecht” (employment lawyer) alone reaches around 14,800 searches a month; total lawyer searches in employment law run to several tens of thousands.
- General lawyer terms reach top-of-page bids of about €10 to €13; specific cases such as unfair dismissal claims, severance pay, or employment contract reviews €20 to €28.
- With 2,900 searches, Berlin is the largest local market; Munich, at up to €21.00, the most expensive.
- Employer advice has the highest value: “anwalt arbeitsrecht arbeitgeber” reaches a top-of-page bid of up to €41.95.
If you want to win clients in employment law via Google Ads, you need more than a search volume. What matters is what people seeking advice ask for specifically, where they search, and what a click is worth in each submarket.
For this, we evaluated a keyword analysis for the period from June 1 to 30, 2026. We looked at representative search terms for the individual search clusters, as well as other variants as an indication of the breadth of demand. The article shows how large the market is nationwide and in five cities, and in which case constellations bids are highest.
Lawyer searches in employment law reach several tens of thousands of queries a month nationwide
The general search for an employment lawyer is the highest-volume part of the market.
| Representative keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt für arbeitsrecht | 14.800 | High | 3,31–12,21 € |
| arbeitsrecht anwalt | 8.100 | High | 3,39–12,56 € |
| anwalt arbeitsrecht | 6.600 | Medium | 3,81–12,77 € |
| rechtsanwalt arbeitsrecht | 6.600 | Medium | 3,31–12,13 € |
| fachanwalt arbeitsrecht | 4.400 | Medium | 2,17–10,07 € |
| fachanwalt für arbeitsrecht | 2.900 | Medium | 2,55–10,89 € |
| rechtsanwalt für arbeitsrecht | 2.400 | High | 2,89–11,41 € |
| kanzlei arbeitsrecht | 480 | Medium | 2,32–10,96 € |
The core keyword “anwalt für arbeitsrecht” alone reaches around 14,800 monthly searches. In addition, there are separate clusters around Rechtsanwalt (attorney), Fachanwalt (certified specialist lawyer), and Kanzlei (law firm), so lawyer searches in employment law consist of several large areas of demand.
Because of the overlaps between the variants, an exact total cannot be calculated reliably. But the data shows a nationwide search market with several tens of thousands of employment law lawyer searches per month.
Local searches show the most concrete intent to hire a lawyer
Anyone searching “near me” has usually already decided to seek legal help. These searches form a separate submarket.
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt für arbeitsrecht in der nähe | 2.400 | High | 2,22–11,36 € |
| rechtsanwalt für arbeitsrecht in der nähe | 1.300 | High | 2,00–10,14 € |
| anwalt arbeitsrecht in der nähe | 1.000 | High | 2,18–10,20 € |
| fachanwalt für arbeitsrecht in der nähe | 590 | High | 1,66–9,06 € |
| arbeitsrecht anwalt in meiner nähe | 260 | Medium | 5,87–13,09 € |
Competition is high for almost all local terms. “arbeitsrecht anwalt in meiner nähe” has the smallest volume but, at €5.87–€13.09, the highest bid range in the group.
Berlin is the largest city market, Munich the most expensive
Each of the five cities examined has enough demand of its own for separate targeting.
| City | Representative main term | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|---|
| Berlin | anwalt arbeitsrecht berlin | 2.900 | High | 3,51–11,51 € |
| Munich | anwalt arbeitsrecht münchen | 1.900 | Medium | 5,76–21,00 € |
| Frankfurt | anwalt arbeitsrecht frankfurt | 1.300 | High | 3,70–12,23 € |
| Stuttgart | anwalt arbeitsrecht stuttgart | 880 | High | 3,02–10,20 € |
| Cologne | arbeitsrecht anwalt köln | 880 | High | 3,51–13,59 € |
Berlin is the highest-volume local market; Munich has the highest price level. Frankfurt is a solid mid-sized market; Stuttgart and Cologne are at a comparable level of demand.
Berlin
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt arbeitsrecht berlin | 2.900 | High | 3,51–11,51 € |
| rechtsanwalt arbeitsrecht berlin | 480 | High | 2,86–10,06 € |
| fachanwalt arbeitsrecht berlin | 390 | High | 2,28–9,19 € |
| arbeitsrecht berlin | 320 | High | 2,99–9,49 € |
| anwalt kündigung berlin | 40 | Medium | 8,96–40,11 € |
Berlin has the largest local search volume. Specific problem terms such as “anwalt kündigung berlin” are particularly valuable, reaching very high bid estimates despite small volumes.
Munich
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt arbeitsrecht münchen | 1.900 | Medium | 5,76–21,00 € |
| rechtsanwalt arbeitsrecht münchen | 590 | Medium | 4,92–14,85 € |
| fachanwalt arbeitsrecht münchen | 320 | Medium | 4,25–13,39 € |
| bester anwalt für arbeitsrecht münchen | 320 | High | 3,52–10,60 € |
After Berlin, Munich is the second-largest market examined and, in the general keyword comparison, also the most expensive.
Frankfurt
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt arbeitsrecht frankfurt | 1.300 | High | 3,70–12,23 € |
| rechtsanwalt arbeitsrecht frankfurt | 590 | Low | 4,18–13,90 € |
| kanzlei arbeitsrecht frankfurt | 320 | Low | 2,05–7,78 € |
| kündigung anwalt frankfurt | 140 | Low | 4,44–7,93 € |
In Frankfurt, demand is spread relatively broadly across lawyer, attorney, law firm, and dismissal terms.
Stuttgart
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt arbeitsrecht stuttgart | 880 | High | 3,02–10,20 € |
| rechtsanwalt arbeitsrecht stuttgart | 260 | High | 4,26–10,16 € |
| arbeitsrechtler stuttgart | 210 | Medium | 3,10–9,76 € |
| fachanwalt arbeitsrecht stuttgart | 170 | High | 1,61–8,55 € |
Stuttgart has a smaller but clearly defined local search market with high competition for the most important terms.
Cologne
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| arbeitsrecht anwalt köln | 880 | High | 3,51–13,59 € |
| anwalt arbeitsrecht köln | 480 | High | 4,06–13,80 € |
| rechtsanwalt für arbeitsrecht köln | 320 | Medium | 3,78–14,98 € |
| fachanwalt arbeitsrecht köln | 320 | High | 2,76–11,05 € |
For the main keyword, Cologne is at the level of Stuttgart, with partly higher bid estimates.
Specific cases bring small volumes but the highest bids
Problem-related searches are much smaller than the general lawyer search. But people searching there have a specific concern, and bids are correspondingly higher.
Dismissal and protection against dismissal
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt kündigung | 480 | Medium | 3,82–15,72 € |
| kündigung rechtsanwalt | 170 | Medium | 3,50–18,69 € |
| anwalt kündigungsschutzklage | 110 | High | 7,68–20,73 € |
| anwalt bei kündigung | 90 | Medium | 4,54–14,55 € |
| kündigungsschutzklage anwalt | 90 | Medium | 4,18–20,78 € |
The dismissal market reaches significantly higher bid estimates than the general lawyer search. Terms around the unfair dismissal claim (Kündigungsschutzklage) are particularly valuable.
Severance pay
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| abfindung anwalt | 170 | Medium | 3,46–17,98 € |
| anwalt für abfindung | 170 | Medium | 3,46–17,98 € |
| abfindung beratung | 50 | High | 1,92–16,61 € |
| rechtsanwalt abfindung | 20 | Medium | 4,21–23,91 € |
The severance market is small but has a high price level. Individual searches reach bid estimates of almost €24.
Termination agreement
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| aufhebungsvertrag beratung | 140 | Medium | 1,33–7,44 € |
| aufhebungsvertrag anwalt | 110 | Medium | 2,21–16,11 € |
| anwalt aufhebungsvertrag | 70 | Medium | 3,96–15,32 € |
The market is manageable but economically relevant. For specific lawyer searches, bid estimates reach up to around €16.
Formal warning
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| abmahnung | 12.100 | Low | 0,06–1,53 € |
| abmahnung widerspruch | 720 | Medium | 0,07–1,77 € |
| abmahnung anwalt | 110 | Medium | 1,90–22,21 € |
| anwalt abmahnung | 90 | Medium | 2,20–22,27 € |
“abmahnung” (formal warning) has a very large but ambiguous search volume. The economic value lies in the much smaller searches that explicitly mention a lawyer.
Employment reference and employment contract
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt arbeitszeugnis | 90 | Medium | 1,56–5,38 € |
| arbeitszeugnis anwalt | 90 | Medium | 1,56–5,38 € |
| anwalt arbeitsvertrag | 50 | High | 2,94–11,63 € |
| arbeitsvertrag prüfen anwalt | 10 | High | 2,75–27,88 € |
Search volumes are low. For specific review requests, however, bid estimates rise sharply.
Employer mandates are the most valuable submarket
Employers search for a lawyer much less often than employees. But their searches reach the highest bid estimates in the entire analysis.
| Keyword | Searches per month | Competition | Top-of-page bid |
|---|---|---|---|
| anwalt für arbeitgeber | 170 | Medium | 5,29–41,75 € |
| anwalt arbeitgeber | 170 | Medium | 5,29–41,75 € |
| anwalt arbeitsrecht arbeitgeber | 110 | Medium | 3,45–41,95 € |
| rechtsanwalt für arbeitgeber | 40 | Medium | 5,96–35,31 € |
The top values are €41.95 for “anwalt arbeitsrecht arbeitgeber,” €41.75 for “anwalt für arbeitgeber,” and €35.31 for “rechtsanwalt für arbeitgeber.” This makes employer advice a small but particularly valuable submarket.
The more specific the problem, the higher the bid
The most important general search terms reach top-of-page bid estimates of about €10 to €13: “anwalt für arbeitsrecht” €12.21, “arbeitsrecht anwalt” €12.56, “anwalt arbeitsrecht” €12.77, “rechtsanwalt arbeitsrecht” €12.13.
In the cities, the top-of-page bid for the main cluster ranges from just over €10 to €21:
| City | Top-of-page bid estimate for the main cluster |
|---|---|
| Munich | 21,00 € |
| Cologne | 13,59 € |
| Frankfurt | 12,23 € |
| Berlin | 11,51 € |
| Stuttgart | 10,20 € |
For problem-related searches, it is significantly higher:
| Market segment | Maximum top-of-page bid estimate |
|---|---|
| Employer advice | 41,95 € |
| Dismissal in Berlin | 40,11 € |
| Employment contract review | 27,88 € |
| Severance pay | 23,91 € |
| Formal warning with lawyer | 22,27 € |
| Unfair dismissal claim | 20,78 € |
| general lawyer search | approx. €13 |
The market follows a clear pattern: the more specific, urgent, and economically significant the employment law problem, the higher the bid estimate usually is. For your campaign, this means managing the case groups separately and allocating budget according to the value of a mandate. We describe how we build campaigns for law firms in Google Ads for lawyers.
This is where the biggest opportunities lie
- General lawyer search: the largest market by absolute search volume.
- Local search markets: Berlin, Munich, Frankfurt, Stuttgart, and Cologne each have sufficient demand of their own.
- Specialist lawyer search: demand for certified specialist lawyers is an important and clearly defined submarket.
- Acute dismissal cases: smaller volumes, but above-average bid estimates.
- Employer advice: the highest bid estimates and therefore the greatest economic depth.
Conclusion: specific cases and employer mandates have the highest value
The market for Google Ads in employment law is large, economically attractive, and highly differentiated. The central keyword “anwalt für arbeitsrecht” reaches around 14,800 monthly searches nationwide, plus separate demand clusters around attorneys, certified specialist lawyers, local searches, and specific employment law problems. With around 2,900 searches, Berlin is the largest city market examined; Munich follows with 1,900 and, at up to €21, has the highest price level for general local searches. Frankfurt reaches 1,300, Stuttgart and Cologne around 880 searches each.
The largest volumes are in the general lawyer search, the highest values in specific case constellations and employer mandates: employer advice up to €41.95, dismissal in Berlin up to €40.11, employment contract review up to €27.88, severance pay up to €23.91, formal warning up to €22.27, and unfair dismissal claim up to €20.78. Because of the high competition and partly very high bids, the market is particularly attractive for clearly specialized employment law firms that focus their campaigns on the cases with the highest profit contribution.
