Law Firm PPC

According to a recent survey, the top three methods used by consumers to find a lawyer in the United States are referrals from family members or friends, online search engines and direct visits to law firm websites.

We’re going to focus on one out of these three: online search engines.

In order to gain leads from online search engines, your law firm brand needs to be visible to potential clients. One of the quickest and most cost-effective ways to achieve this visibility? Pay-per-click ads.

Pay-per-click (PPC) ads can help you increase your firm’s visibility online, build brand awareness and attract new clients. We’ll share everything you need to know about law firm PPC, from the benefits and the most common ad types to the best practices that will help you find new clients.

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What Is Law Firm PPC?

Law firm pay-per-click is an advertising strategy that allows your law firm to show up when users search for specific legal services.

When consumers enter relevant search inquiries, your ad will appear in the top positions on search engines such as Google, Yahoo or Bing, or on social media platforms such as Facebook, Tik Tok and Instagram.

Whether your ad is displayed thousands of times and is seen by hundreds of people, you pay for this advertising only when someone clicks on your ad.

How PPC For Law Firms Works

So, how exactly do law firm ppc ads work? Let’s break it down:

  • You select and bid on a keyword or phrase that is relevant to your audiences. For example, “criminal defense attorney” or “immigration lawyer in NYC.”
  • When a user searches for these keywords in a search engine, your ad will show up.
  • If a user clicks on your ad, they will be taken to your landing page to view more details about your brand and services, and you will be charged for the click.

Unlike traditional advertising where you pay a flat fee to appear on TV, a billboard or in print media, PPC has a cost-effective structure that allows you to scale your campaign with a fixed budget amount.

Popular platforms for law firm PPC include both Google Ads and Microsoft Advertising. If you opt for a social media platform instead, your ad will appear on platforms such as Facebook and Instagram under “sponsored posts.”

Types Of PPC Ads For Lawyers

There are several types of PPC ads that can benefit your business.

1. Search Ads

Located at the top and bottom of search engine results page, search ads differ from organic search results only by the small “Ad” icon. Search ads are effective because they answer your users’ search intent with your brand and services. For example, when a user might search for “a personal injury lawyer in Miami,” or “motor vehicle accident attorney near me.”

2. Dynamic Search Ads

Dynamic search ads allow you to match the content of your website and the users’ search queries. This is done through Google bots crawling your website and creating a Google dynamic ad by matching search terms to your content.

3. Display Ads

Display ads show up on the advertising network of websites and services such as YouTube and Gmail or legal directory networks such as the FindLaw Lawyer Directory. Use them to build brand awareness for your law firm or to give your users the chance to compare your services to other law firms.

4. Video Ads

You can use video ads on YouTube to target people by geographic location, demographics and interests. Include customer testimonials to explain how your attorneys can help people resolve a difficult life situation to encourage potential clients to contact you.

5. Social Media Ads

Social media ads are used on social media platforms such as LinkedIn, Facebook and Instagram. Once you define your target audience and figure out where they spend their time online, you can choose to display your ads on the platform(s) that will be the most valuable for attracting leads.

Why Is PPC Important For Lawyers?

Law firm PPC allows you to drive intent-based leads almost immediately, if done properly.

You could wait for months to rank in organic search result for a competitive word like “motor vehicle accident lawyer.” To get visible positions at the top and bottom of the search engine results pages (SERPs), you can opt for PPC ads.

PPC ads for lawyers help you:

Find New Clients

Pay-per-click campaigns allow you to craft advertising that is specific and relevant to your legal expertise, based on a broad range of keywords. Showing your firm in the ad positions helps more potential clients notice you while they’re searching for a lawyer.

Advertise Your Business Locally Or Globally

You can set up your PPC campaign to target clients in close proximity to your law office or in specific regions, counties or cities. Known as geotargeting, this approach allows you to specify the geographic location where you want to show your ad. For example, if your practice is in New York, you can limit your ad appearance to the city or state only.

Boost Visibility And Brand Awareness

Search ads can increase your brand awareness by as much as 80%, according to a report by Google.

Staying in visible positions on search engine results pages and putting your name and brand in front of the audiences that seek your services help your potential clients remember your brand name and check your services later, even if they decide not to click on your ad immediately.

Stay Competitive

With multiple PPC ads above and below organic listings, and millions of users clicking on them, having your company noticed will give you a competitive edge over the law firms not using PPC.

PPC can be valuable specifically for new firms, firms that are in the early stage of growth or those that are in the process of expanding their areas of expertise.

In addition to your PPC campaign results, you can see which keywords perform well and apply them to your SEO strategy using them in your titles, website content, calls to action, meta descriptions and more.

PPC for Law Firms
Law firm PPC can help you attract new legal clients and advertise your firm in specific geographic locations

How To Get Started For Your Law Firm PPC

A successful pay-per-click ad for law firms is based on thorough research of your potential clients and their behavior. Here’s how to get started with your PPC campaign:

1. Identify Your Target Audience

Knowing your target audience will help you tailor your PPC ad to their needs and expectations.

  • Focus on answering the following questions:
  • Who are your clients in terms of gender, age, job, income, marital status?
  • Where are your clients located?
  • What are the legal services you provide that your clients may need, such as criminal defense, immigration services or divorce consultations?
  • When are they searching for legal services in terms of time/week day, etc.
  • Are they searching through a desktop or a mobile device?

2. Research Your Competitors

Knowing what your competition is doing is always a good idea because you can think of how exactly to plan and position your campaign to appear as a preferred legal partner that provides more value to clients. Competitor research can help your PPC optimization so that your ad receives more clicks.

To check the law firms you will be competing with in Google search results, use Google Ads competitor research tool. Enter the keyword you are planning to use along with the zip code and the type of mobile device of the areas you plan to show your ad.

This will give you knowledge of what ads appear on users’ desktop or mobile devices and can help you plan your own in terms of visuals and copy.

Other tools you can use to check on what keywords your competitors are bidding include SEMrush and SpyFu.

3. Choose The Keywords For Your PPC Campaign

What are the steps you can take to explore the keywords that may work for your PPC ad?

  • Use Google Ads Keyword Planner to type in general keywords you are planning to use.
  • Be specific. Check different variations of the keyword phrase you intend to use such as “immigration lawyer,” “immigration attorney,” “citizenship attorney” and more.
  • Use various keyword match types to target multiple audiences, such as:
    • Exact match: Google will base the search results on your keyword exact matches.
    • Broad march: Google will show your ad to users based on semantic variations of your keyword.
    • Phrase match: Google will display your ad to users who search for your keyword adding words before or after your keyword. For example, if you are using “criminal lawyer in New York,” your PPC ad will show when users search for “the best criminal lawyer in New York” or “criminal lawyer in New York reviews.”
    • Broad match modifier: Using the “+” sign, you can include additional words to cover multiple search possibilities. For example, you can use your keyword “immigration lawyer” and add +price or +rate to cover the searches for cost as well.
  • Include your geographic location to narrow down the search results. For example, “immigration attorney near me” or “immigration attorney in New York.”
  • Check top of page bid section in Google Ads Keyword Planner. It will give you information about the estimated cost-per-click amount you need to pay so that your ad appears for a given keyword search. Since many law firms can bid for the same keywords, this makes some keywords highly competitive and expensive.
  • Select relevant keywords with a low Cost Per Click (CPC).

4. Focus On Your Copy And Visuals

Remember, you have only seconds to grab a potential client’s attention when they click on your ad. Make sure your ad is value-packed in terms of both copy and visuals.

  • Think of your target audience’s goals
  • Be as specific as possible
  • Choose high-quality imagery that corresponds to your keywords
  • Add statistics and numbers to your headline to boost credibility
  • Include a clear CTA such as “Book an appointment” or “Make a call”

5. Create A Landing Page

Create a custom landing page for each keyword group you are using. For example, “medical malpractice attorney.” Your PPC ad will direct your users to this landing page. What to consider?

Create a landing service page for each keyword group you are targeting. Best practices include:

  • Make sure the landing page is relevant to both your target audiences and your keywords
  • Match your PPC ad text with a compelling landing page headline
  • Explain how clients can benefit from your legal services
  • Include materials that support your ad such as a video with testimonials
  • Include a clickable phone number so that people can reach you quickly
  • Include a contact form for those who would like to ask for additional information about your services
PPC for lawyers
Prepare for your law firm PPC campaign by researching your clients and competition, selecting the right keywords and optimizing your landing pages

PPC For Lawyers: Best Practices

Ready to launch your new law firm PPC campaign? Here are some tips from professional PPC agencies:

  • Write value-driven ad copy that resonates with your potential clients. Explain how you can solve their problems and why your legal services are better than those of other law firms. Prepare several versions of your ad and run them over different periods of time to check their performance and users’ reaction. Then allocate your budget to the ones performing the best.
  • Include your keywords in the headline and the body of your copy. Focus on long-tail keywords to target more specific audiences and to reap the benefit of these keywords affordability due to less people bidding on them.
  • Use the Google Ads keyword planner to find the right words for your law firm PPC campaign. The planner will help you find relevant keywords, see the search estimates per month and identify your PPC campaign budget.
  • Narrow the scope of your PPC campaign to the geographic area where you practice
  • Research during what time of the day your clients are most likely to search for legal services and run your ads during these specific hours. This will increase the chance for your ads to be seen and clicked on.
  • Use Google Ad extensions to include location information, call buttons or links to different sections of your website. This will make you stand out when clients search for legal services and will increase our click through rate.
  • Set your ads up for mobile devices. With 50% of the searches conducted through mobile devices, this will generate mobile website visits and reach your clients on the go.
  • Optimize your firm’s website since your PPC campaign will bring substantial traffic to it. Make sure your website contains high-quality imagery and user-centered copy optimized for the same or similar keywords you have used in your PPC campaign.
  • Audit and analyze your PPC campaign results to make sure you stay within the budget and your campaign meets the set goals. Use Google analytics metrics (click-through rate, conversion rate, quality score, cost per conversion and wasted spend) to further optimize some of your campaigns that underperform.

Why Hire A Law Firm PPC Agency?

Though it is not impossible to run a PPC campaign on your own, partnering with expert PPC agencies that have a proven track record can help you with your PPC management for lawyers so you plan and execute a campaign that converts.

Whether they have worked on law firm PPC, eCommerce PPC or hospitality PPC, professional PPC agencies have the right tools to research your business, competitors and market landscape and explore the keywords that will form the basis of your PPC campaign.

PPC agencies can create a value-driven copy that generates interest, measure its performance and tweak your PPC so that it meets the search intent of your clients.

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Wrapping Up On Law Firm PPC

Lawyer PPC allows you to reach clients at the exact time when they are looking for legal services.

A PPC campaign can help you:

  • Find new clients
  • Advertise your law firm locally and globally
  • Boost your brand awareness
  • Stay competitive

To prepare your successful PPC ad:

  • Identify Your Clients
  • Research Your Competitors
  • Select the right keywords for your law firm PPC
  • Create a client-centered copy
  • Optimize your landing pages

Working with a professional PPC agency will help you plan, execute and measure your law firm PPC to achieve the results you desire and optimize your spending.

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