An introduction to Law Firm PPC

All lawyers have heard about law firm PPC and how it can magically transform a sluggish new client pipeline practically overnight into a dynamic lead generating mecca.  While true, most law firms have 20 or fewer lawyers, meaning that the legal landscape continues to get more competitive as firms actively grow their client base, and google advertising is pay to play - and the competition is intense. 

Pay-per-click (PPC) advertising, particularly through Google Ads, is a powerful tool for lawyers looking to attract new clients and grow their practices. However, as the name suggests your law firm will pay for each click generated whether or not that click turns into a lead, meaning it can be a costly endeavor.  Here’s a couple of statistics:

• The cost per click will vary depending on your practice area, but generally, law firm keywords are some of the most expensive terms, for PPC advertising, particularly in the personal injury area, for example: personal injury lawyer ($100 - $600/click), car accident lawyer ($80 - $450/click),
  
  
• On average, law firms experience a 5-10% conversion rate on their PPC campaigns, meaning that of the pool of potential new clients that clicked on your ad only 5-10% will become new clients and that is assuming that your intake process is top class, and
  
  
• A real managed PPC campaign will generate 200-400% ROI (return on investment).

This guide covers everything you need to know about PPC for lawyers, from understanding the basics to optimizing your campaigns for maximum return on investment (ROI).

What is PPC for Lawyers?

PPC advertising is a digital marketing strategy where you pay for each click your ad receives. When a potential new client (PNC) goes to the Google search bar to perform a search, which 96% of people looking for legal services will do, Google will display results and typically the first three to four, right at the top of each page, will be PPC advertising. 

For lawyers, this means you can target specific keywords related to your practice areas (e.g., “personal injury lawyer near me,” “Denver family law attorney”) and depending on a number of factors, like bidding strategy and budget, your PPC ad will compete with other law firm ads to display for these top positions in search engine results pages (SERPs). 

When someone clicks on your ad, you pay a fee, regardless of outcome, but that click could result in a high-value client.  A click might be a click to call the number on your ad, or it might be a click to the landing page connected to your ad, or even one of the links below your ad called link extensions designed to make your ad as large as possible to capture the searcher’s attention.

Why Google Ads is Ideal for Lawyers

Google Ads is the most popular platform for PPC advertising, it has about 85% of the current market share, offering unmatched reach and precision targeting capabilities. This could change over time, depending on the popularity of certain AI platforms, but right now it is the platform of choice to be seen by PNCs (potential new clients).  

For law firms, Google Ads allows you to:

• Target by Keywords: Focus on specific search terms like "divorce lawyer San Francisco" or "employment attorney in Los Angeles." There are options with regard to targeting, for example phrase match versus exact match, that can broaden or narrow the likelihood of your keyword choice matching a search, and of course there are corresponding costs associated with your match selection. For example, an exact match keyword phrase will increase the relevancy, costing more per click but is also likely to reduce the number of potential matches.
• Geographic Targeting: Reach potential clients within your practice areas by targeting ads based on location - state, city, zip code.
• Customizable Budgets: Set daily and monthly budgets to control spending and adjust bids for specific keywords.
• Measurable Results: Track the performance of your campaigns, including click-through rates (CTR), conversions, and cost-per-acquisition (CPA).

How PPC Benefits Law Firms

Pay-per-click (PPC) advertising is a powerful tool for law firms to gain immediate exposure and attract qualified leads. By leveraging targeted ads through platforms like Google Ads, law firms can position themselves ahead of competitors, reaching potential clients at the exact moment they are searching for legal assistance. Here’s how PPC can benefit law firms:

1. Immediate Visibility
   Unlike SEO, which can take months to yield results, PPC provides immediate visibility. Once your campaign is live, your ad can appear at the top of search results, ahead of competitors who rely solely on organic search.
2. Highly Targeted Leads
   PPC allows you to target users who are actively searching for legal services, increasing the likelihood of attracting qualified leads. You can also filter by location, device, and demographics to reach the most relevant audience.
3. Scalable Campaigns
   Whether you’re a solo practitioner or a multi-location law firm, PPC campaigns are scalable. You can start with a small budget, analyze the results, and gradually increase your investment as you see positive returns.

Setting Up a Google Ads Campaign for Lawyers

Creating an effective Google Ads campaign for your law firm involves several key steps, and that’s where we come in. Our expertise ensures that your campaigns are optimized from the start, driving the right traffic and maximizing your return on investment. Here's how we do it:

• Keyword Research
  We begin by researching keywords that potential clients might use when searching for legal services. Using advanced tools like Google Keyword Planner, SEMrush, or Ahrefs, we identify high-intent keywords that strike the right balance between search volume and competition. Examples include:
  • “Criminal defense attorney near me”
  • “Best estate planning lawyer”
  • “California wrongful termination lawyer”
• Ad Copywriting
  Effective ad copy is crucial to capture attention and drive clicks. We craft compelling ad text that clearly communicates your services, incorporates relevant keywords, and includes a strong call-to-action (e.g., “Call Now for a Free Consultation”). Our approach ensures your ads align with user intent, improving your Quality Score and lowering your cost-per-click (CPC).
• Landing Page Optimization
  We drive traffic to optimized landing pages designed to convert visitors into clients. Our landing pages include:
  • Clear contact information and calls-to-action.
  • Client testimonials and case results that build trust.
  • Fast-loading, mobile-friendly designs that provide an optimal user experience.
• Targeting and Bidding Strategy
  We use precise targeting settings such as location filters, device types, and demographic information to reach the right audience. Our bidding strategies, whether focusing on cost-per-click (CPC), target CPA, or maximizing conversions, are tailored to maximize your ad spend efficiency.
• Tracking and Optimization
  We continually monitor and adjust campaigns using Google Ads’ tracking tools, analyzing metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to ensure ongoing improvement and success.

Best Practices for PPC Campaigns in the Legal Industry

To maximize the effectiveness of your PPC campaigns in the legal industry, it’s essential to follow best practices that enhance targeting, visibility, and overall performance. Here are key strategies to consider:

• Geotargeting
  Legal services are often location-specific. Use geo targeting to show ads only within your desired service area, ensuring they reach potential clients who are nearby and likely to contact your office.
• Use of Ad Extensions
  Ad extensions improve ad visibility and click-through rate. Implement extensions like call extensions (displaying your phone number), location extensions (showing your firm’s address), and sitelink extensions (linking to specific pages like “Practice Areas”).
• Track and Optimize Your Campaigns
  Leverage Google Ads’ tracking tools to monitor important metrics such as click-through rate (CTR), conversion rate, and cost-per-click (CPC). Regularly adjust bids and strategies based on performance data to maximize results.

Common Challenges in PPC for Lawyers and How to Overcome Them

Considering that your law firm is paying for every click received, whether that click becomes a client or not, it is incredibly important to actively manage PPC campaigns to maximize ROI.

High Competition and CPC

The legal industry is one of the most competitive sectors for PPC advertising, leading to high costs per click. Some of the ways that we use to manage this:

• Focus on long-tail keywords that are less competitive - Developing a mix of keywords and campaigns to extend the monthly budget focusing on both highly competitive keywords as well as less competitive, aka cheaper long-tail keywords with decent search volume.
• Use negative keywords to filter out irrelevant traffic - We perform daily maintenance to review terms that are driving unqualified traffic, in other words PNCs that are not specifically searching to hire a lawyer to assist them with the legal issue.
• Adjust bid strategies - Campaign performance will vary over time.  It is important to make regular adjustments to maximize ROI.

PPC is not a “set it and forget it” strategy.  In addition to above, it is also important to perform A/B tests to maximize opportunities and continually monitor the competitive landscape.

Staying Compliant with Advertising Regulations

Lawyers must comply with advertising regulations set by state bar associations, and those regulations vary significantly by state. In some states, the use of the term “expert or expertise” is not allowed for example. In others, there must be specific wording on landing pages and ads in order to comply with advertising regulations.  This is a highly nuanced area, and one that requires knowledge and vigilance as bar rules change.

Conclusion: Why Invest in PPC for Lawyers?

PPC advertising, especially on Google Ads, is a critical component of a comprehensive law firm marketing strategy. It provides immediate visibility, allows precise targeting, and delivers measurable results. Whether you’re new to PPC or looking to optimize existing campaigns, investing in a well-structured and continuously optimized PPC strategy can drive more leads and significantly improve your firm’s growth.

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Why Timely Responses Matter

According to the American Bar Association (ABA), 35% of law firms never respond to web-generated leads, and 60% lack a structured follow-up process. 

Does this sound like your firm?  

We help you not only fix this issue, but excel in speed of response to drive PNC signup and retention. 
Our approach ensures you never miss out on potential clients by streamlining your intake process, ensuring immediate responses, and maintaining regular follow-up.

Streamline Your Client Intake Process with Our Professional Services

Enhance your lead management with our efficient and effective intake solutions. Our streamlined approach uses a concise set of discovery questions to evaluate lead quality, ensuring immediate responses and consistent follow-ups until the client is either signed or rejected. By implementing our strategies, your firm can significantly improve conversion rates and client satisfaction.

Our Services

• Lead Management: Comprehensive intake processes that ensure no lead is overlooked.
• Professional Handling: Each lead is managed with the highest level of professionalism and efficiency.
• Flexible Solutions: Whether you need to enhance your existing team or require a full outsourced solution, we have the right option for you.
  
  Improve your intake process today with our expert services and watch your client satisfaction and conversion rates soar.