PPC for Lawyers: A Guide to PPC for Law Firms

Did you know that 92% of people search for a lawyer on Google, as per a recent study?

What does this mean? Simply that if you don’t have a great presence on Google, your law firm is missing out on a huge chunk of its opportunities. This is exactly why you must explore pay-per-click advertising, or PPC for lawyers. This marketing method is among the most cost-effective methods to connect with clients who are searching for your services.

PPC is the perfect option if your primary goal is to grow your practice and generate high-quality leads. Our PPC marketing agency helps law firms score big in their digital marketing efforts. Get in touch with us and we will get you to reach out to more customers every day.

What is PPC for Lawyers?

You may already be familiar with PPC ads. When lawyers or law firms use these ads, they need to pay only when someone clicks on their ad. In other words, this is a highly targeted strategy that enables attorneys to showcase their services directly to individuals looking for legal assistance.

Wondering where your PPC ads will be displayed? Your options are diverse—Google search results, Bing Ads, Facebook ads, and social media PPC channels such as Instagram. Whether it’s a personal injury lawyer PPC campaign or criminal defense PPC advertising, PPC ensures your message reaches the right audience.

Are Lawyers Allowed to Advertise?

Yes, lawyers are allowed to advertise their services, provided they adhere to specific ethical and legal standards. According to the American Bar Association’s Rule 7.2 on Communications Concerning a Lawyer’s Services, attorneys can leverage platforms like PPC and social media for marketing. However, they must ensure their ads are truthful, non-deceptive, and compliant with legal advertising guidelines.

Does PPC Work for Lawyers?

Of course, it does! When people search for legal help, PPC ads can help highlight your service, so that they may immediately check out your firm.

Benefits of PPC for Lawyers

• Immediate Visibility: With PPC, your law firm’s ads appear at the top of search results. This obviously gives you excellent visibility. Imagine how well this will serve you if you specialize in competitive areas of law like family law PPC campaigns or estate planning lawyer ads.
• Targeted Advertising for Specific Legal Services: Whether you specialize in personal injury, immigration law, or estate planning, PPC allows you to tailor your ads to specific practice areas. This helps you reach clients looking for precisely what you offer.
• Attracting Local Clients: PPC campaigns can use location targeting to focus on potential clients near your office. For example, using terms like “PPC for lawyers near me” ensures your ad is seen by local clients searching for legal help.
• Cost-Effective PPC Strategy for Lawyers: One of the greatest advantages of PPC is its ability to deliver measurable results within a controlled budget. You decide how much to spend, making it easy to align with your firm’s financial goals.

Effective campaigns require time, testing, and strategic optimization. If you are just getting started, it would be great to start with educational resources from Google Ads.

Want results fast? Partner with our PPC agency and we’ll create campaigns guaranteed to attract leads and conversions.

PPC vs. SEO for Lawyers

When it comes to online marketing for lawyers, there’s often a debate between PPC and SEO. PPC is like an elevator that swoops your law firm to the top of search results almost instantly. On the other hand, SEO is like taking the stairs—it’s slow but steadily progressing to build long-term visibility. Here’s a quick look into the differences between PPC and SEO and why combining these could empower your marketing efforts.

Immediate Results with PPC

Investing in Google Ads for lawyers can pave the way for instant visibility. Make sure you bid on the right keywords, like “personal injury lawyer” or “family law attorney,” and watch your ad secure the space at the top of search results.

Measurable and Controllable

As I already mentioned, the results from SEO will be gradual. However, PPC campaigns for lawyers deliver real-time data. This way, you can see how your ads perform, tweak your strategy as needed, and stay within budget by setting limits.

Combining PPC and SEO for Better Results

Why choose one when you can harness the benefits of both? Integrating PPC with SEO enhances your visibility and improves results. Optimize your keywords and make sure your ad copy and landing pages are relevant to lower costs and increase clicks.

Want to empower your campaign performance? Let our Google Ads specialist help you create ads geared to drive conversions.

Types of PPC Ads for Lawyers

Choosing the right type of campaign can significantly transform your results. Let’s explore your top options and how each one caters to a different audience:

Google Search Ads

These ads place your firm right at the top of search results. By targeting specific keywords, you reach users actively seeking legal services, making your firm the go-to solution.

Display Ads

Capture attention with visually engaging ads. Placed on relevant websites, these ads help you reach a wider audience and build awareness for your law firm.

Local Service Ads (LSAs)

Perfect for law firms targeting local clients, these ads appear prominently for nearby searches. They ensure your firm is visible to potential clients in your immediate area.

Video Ads

Video content is captivating. Showcase your expertise through short, engaging videos to build trust and leave a lasting impression.

Remarketing Ads

Ever wish you could reconnect with website visitors who didn’t convert? With remarketing ads, you can stay on their radar and remind them of your services.

Social Media Ads

Leverage platforms like Facebook, LinkedIn, and Instagram to target users based on demographics, interests, and behaviors. Social media PPC for lawyers expands your reach effectively.

How to Manage Costs Associated with PPC for Lawyers?

Managing costs in pay-per-click advertising for attorneys can feel challenging, but with the right strategies, you can maximize your ROI while staying within budget.

Set SMART PPC Campaign Goals

Success begins with clear goals. Use the SMART framework:

• Specific: Define what you aim to achieve, such as gaining 20 new clients or increasing impressions to 100,000.
• Measurable: Track your conversions using tools like Google Analytics.
• Achievable: Base your goals on historical data and realistic expectations.
• Realistic: Ensure your resources align with your targets.
• Timely: Set clear deadlines, such as a 3-month campaign period.

This structure keeps your campaign focused and results-driven.

Start Forecasting with Google Ads Metrics for Law Firms

Google Keyword Planner is an excellent tool for forecasting campaign performance. Use these metrics to make informed budgeting decisions:

• Clicks: Estimate how many users will visit your site.
• Cost: Understand the daily spend for targeted keywords.
• Impressions: Gauge how often your ad will appear.
• CTR (Click-Through Rate): Measure the percentage of users who click your ad.
• CPC (Cost-per-Click): Determine the average cost of each click.

By analyzing these insights, you can allocate your budget more effectively and achieve better results.

Make every dollar count. Partner with a PPC management agency experienced in legal advertising to ensure your campaign succeeds.

Common Mistakes in Legal PPC Campaigns (and How to Avoid Them)

Running PPC campaigns for law firms can bring you impressive results. But, it’s also easy to stumble into costly mistakes. Worry not, because I’ll share some common pitfalls you must avoid to get the most out of your investment:

• Overbidding on broad keywords: Paying your hard-earned money for overly generic terms can drain your budget. Instead, refine your keyword strategy so that you focus on intent-driven phrases.
• Neglecting negative keywords: Failing to filter out irrelevant searches? Add negative keywords to exclude traffic that doesn’t convert.
• Poor landing page experience: A mismatched or cluttered page can deter users. Make sure that your landing page loads fast matches the content in your ad, and is engaging for potential customers.
• Lack of continuous optimization: Do not expect to launch PPC campaigns and then forget all about it. Your PPC campaigns need ongoing monitoring to stay relevant. Regularly update bids, test ads, and review performance to keep it converting.

Avoid costly errors—work with our Google Ad specialist to refine your legal PPC campaigns and achieve your goals.

Tips for Attorney PPC Advertising Success

It’s time to explore some tips to create campaigns that stand out, attract leads, and deliver results.

1. Create Compelling Ad Copy That Persuade Potential Clients To Click

Your ad copy is the first impression that potential clients receive about your service. So, it must be engaging and useful for them.

• Use clear, persuasive language to emphasize benefits like “Free Consultations” or “Available 24/7.”
• Go a step ahead and create urgency with action-driven phrases like “Call Now” or “Schedule a Case Review.”
• Test different versions of your copy to see what receives the most clicks. Identify your USPs—be it a “No Win, No Fee” guarantee or decades of experience. Showcase these to capture attention and drive clicks.

2. Optimize Your Landing Page

Once potential clients click on your ad, your landing page should convince them to convert. Ensure that you use straightforward copy that reflects the keywords and tone of your ad.

• Maintain consistent branding and visuals across all your pages.
• Ensure your page is mobile-friendly and easy to navigate.
• Highlight trust signals like client testimonials, case studies, or awards.
• Prominently display your call to action. Whether it’s scheduling a consultation or filling out a form, make it hassle-free for users to take the next step.

3. Use Keywords Specific to Attorney Advertising

Relevant keywords form the foundation of a successful PPC campaign. Incorporate your target keywords into ad headlines and descriptions to boost your Quality Score.

• Focus on long-tail keywords like “affordable personal injury attorney near me.”
• Dynamic keyword insertion works great to make your ads more personalized.
• I’ll say this again—add negative keywords to filter out unqualified leads.

4. Use the Keyword Planner

Google Ads Keyword Planner is a goldmine for law firms. It helps identify high-performing keywords and estimate their potential impact.

• Discover keywords tailored to your target audience and practice area.
• Analyze search volume and cost data to set a realistic budget.
• Keep adjusting your strategy based on keywords used by your competitors.

5. Cut Costs by Using Different Match Types

If you understand Google’s keyword match types, it will be easier for you to manage costs associated with PPC campaigns. Here are the different match types:

• Broad Match: This casts the widest net, showing your ad for related variations of your keyword. Great for brand awareness but can attract less qualified traffic.
• Broad Match Modifier: Allows control over which variations trigger your ad. For example, adding “+family +lawyer” ensures users searching for related terms like “divorce lawyer” find your ad.
• Exact Match: Targets users searching for the precise keyword, ensuring ultra-relevant traffic.
• Phrase Match: A middle ground between broad and exact match, showing ads for searches containing your keyword phrase with additional words before or after.

Using these match types strategically ensures you reach the right audience without overspending.

6. Target the Location of Your Law Firm

Are your ads reaching the right audience? Targeting specific cities or regions helps you attract clients who are most likely to visit your office or hire you. Focus your PPC campaigns on your service area, ensuring you get leads that matter. Geo-targeting in Google Ads ensures that when someone searches for “attorney near me” in your location, your ad appears at the top.

7. Use Ad Extensions to Boost Click-Through Rate (CTR)

Want to grab more clicks on your ads? Google ad extensions can make your PPC campaigns more effective. These features provide extra information and actions right in your ad. For instance:

• Call buttons let clients reach you instantly.
• Location details guide prospects to your office.
• Site links take users directly to pages like consultations or testimonials.

Ad extensions can significantly improve user experience). Picture this: a potential client searches on their phone and sees your phone number in the ad. They click, call, and schedule a consultation—effortless for both of you!

8. Make Sure Your Ads Are Mobile-Optimized

Google’s introduction of enhanced campaigns has made it easier to implement mobile ads. Mobile-friendly ads ensure your law firm gets more calls and clicks. Google also offers five mobile advertising strategies to attract clients who are ready to take the next step. Use simple, clickable CTAs like “Call Now” to encourage immediate action.

9. Utilize Local Services Ads

Looking for a better return on your ad spend? Local Services Ads can help. These pay-per-lead ads appear at the top of search results and connect your law firm with people searching for legal help in your area. The result? High-quality leads that convert into clients—and a better return on investment.

10. Review Your Analytics and Perform A/B Testing

Are you testing your ads? According to the ABA’s 2019 Website and Marketing Report, 40% of lawyers who have access to web analytics never view them.

A/B testing is the key to uncovering what works. Test different headlines, descriptions, and CTAs to see what drives results. Run multiple versions of your ads, analyze their performance, and refine your campaigns accordingly. Small tweaks can lead to big improvements.

Struggling to get it right? We can help fine-tune your ads for higher conversions.

Take Control of Your Law Firm’s Growth with PPC

Pay-per-click advertising is a must-have for law firms looking to grow. With the right strategies, you can attract more qualified leads, increase your client base, and achieve measurable results. PPC offers a direct way to connect with people actively searching for legal services in your area.

Why leave your growth to chance? With expert help from our PPC marketing agency, you’ll avoid costly mistakes and get campaigns tailored specifically for law firms.

Ready to see what’s possible? Let’s partner up! Together, we’ll create ads that drive results and take your practice to the next level.