PPC for Lawyers

pay per click advertising for law firms

Did you know that many people turn to search engines when seeking qualified legal advice? A recent study by IAALS at the University of Denver and HiiL found that 17% of surveyed respondents turn to the Internet to get information about their legal problems.

The Internet ranks as the primary place where people seek help, surpassing friends, family, lawyers, government agencies, courts, and legal aid. Of those, 41% use a search engine.

With platforms like Google, Bing, and social media networks dominating search traffic, the potential to attract leads to your law firm’s website through Pay-Per-Click (PPC) advertising is huge.

Getting started with PPC can seem challenging. Striking the perfect balance between ad spend and acquiring new clients requires time, testing, and continuous optimization. It’s not a set-it-and-forget-it type of marketing. But the effort can yield a high return on investment (ROI) if done correctly.

In this article, you will learn:

Let’s begin.

What Is PPC and Why Is It Important for Law Firms?

PPC is an advertising model where you bid on keywords related to your services to display your ads prominently in search engine results. You only pay when someone clicks on your ad, driving targeted traffic to your website and boosting your online visibility.

For example, when you search on Google using the keywords “personal injury lawyers Jacksonville FL,” ads appear in the sponsored results.

google-ads-local-results-lawyers

These ads are part of a Google Ads campaign, helping advertisers reach clients actively searching for their services.

With PPC (and a healthy budget), any business can get to the top of Google immediately, without waiting months or years for SEO to ramp up.

How PPC Works for Law Firms

PPC for lawyers, then, is a targeted marketing strategy where law firms bid on and pay a fee each time their ad is clicked.

Depending on your budget, your ad will appear near or at the top of Google when someone searches for a term you’ve bid on, generating immediate leads.

It’s a way of buying traffic to your law firm’s website rather than earning that same traffic organically through search engine optimization or other techniques.

The amount you pay depends on the search term the visitor typed into Google to get to your website. The more competitive the keyword is, the more expensive it’ll be.

Law-related keywords are some of the most expensive out there. For example, any keyword related to personal injury can cost hundreds of dollars per click.

PPC advertising can be really expensive, especially when starting out. But when it’s working correctly, the fees are trivial — you can earn more per visit than your cost per click (CPC).

If you pay $100 for a click but make $5,000 off of that one client, you’ve made a huge profit.

By bidding on the right keywords and continuously optimizing your campaigns, you can maximize your ROI so that your advertising dollars are well spent.

Is PPC Worthwhile for Law Firms? A Case Study

Learn how we helped a criminal defense attorney achieve a 340% ROI on paid ads, attract over 11,000 monthly website visits, and generate hundreds of thousands in additional revenue.

The Law Offices of Bryan R. Kazarian’s Challenge

Mr. Kazarian had just started a new law firm in a competitive practice area. He needed to find a way to establish his firm as the go-to DUI firm in Orange County.

The Problem: Competing Against Large Law Firms with a Small Budget

The Law Offices of Bryan R. Kazarian approached us with a problem a lot of new firms face: competing with larger firms with even larger budgets. Smaller law firms struggle to stay competitive and carve out a place for themselves in crowded markets.

So every marketing dollar counts, and investing in potentially ineffective marketing is a risk. These operational constraints underscore broader pain points: generating leads, acquiring new clients, and efficiently utilizing limited resources.

The Solution: Tailored PPC Advertising for Ambitious Law Firms

The Law Offices of Bryan R. Kazarian saw the tangible results we deliver for our clients. They knew that by working with us, they wouldn’t have to worry about where their next lead came from, and that we’d help them accomplish their goals.

Goals:

  • Get more prospective clients to the website.
  • Convert those prospects to qualified leads.
  • Generate more revenue.

The firm wasn’t near meeting that goal, but that wasn’t a problem. We set them up with a well-designed, high-converting PPC campaign and got to work optimizing their digital marketing efforts.

Here’s an example.

PPC for Lawyers

The firm wasn’t near meeting that goal, but that wasn’t a problem. We set them up with a well-designed, high-converting PPC campaign and got to work optimizing their digital marketing efforts.

Within six months, we’d increased website traffic by 271% and leads by 1,300%. Today, they see about a 340% ROI on their PPC ads.

By following our tried-and-true process to optimize PPC campaigns, improve ad copy, and design effective landing pages, Kazarian achieved top rankings and substantial revenue growth.

The three steps were:

  1. Crafting a conversion-focused PPC campaign.
  2. Developing optimized landing pages.
  3. Running targeted Google Ads campaigns.

In just the first six months, Kazarian went from zero to 20+ leads per month. Today, with the help of JurisPage’s team, the firm generates more than 100 quality leads per month.

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The Benefits of PPC Advertising for Law Firm Marketing

Let’s dive into why you should consider PPC as your next law firm marketing strategy.

Get Immediate Results from Targeted Keywords

One of the most compelling benefits of PPC advertising is seeing immediate results.

As soon as your ad goes live, it starts driving traffic to your website. This instant visibility is a major advantage over the slower, more gradual impact of SEO, which can take months to show significant results.

The immediate influx of traffic can provide quick insights into what works, allowing for faster optimization and adjustments.

Reach the Right Audience at the Right Time

PPC advertising allows your law firm to reach the right audience exactly when they need your services. By targeting specific keywords and demographics, your ads appear to potential clients who are actively searching for legal help.

For example, when you bid for a keyword like “DUI lawyer Austin,” you’re getting your website in front of people who need a lawyer now. Those happen to be the most valuable type of lead.

This precise targeting means your message resonates with people more likely to click through and hire your firm. The ability to target specific demographics and keywords keeps your marketing efforts focused on the most promising leads, maximizing the efficiency of your ad spend.

PPC Ads are Flexible and Scalable

PPC campaigns offer unmatched flexibility and scalability. You can make real-time adjustments to improve performance, like tweaking your target audience, keywords, and ad copy.

This data-driven approach lets you control your budget effectively, increasing your spend during peak times and scaling back when needed.

Using tools provided by advertising platforms (Google and Facebook both provide metric dashboards), you can measure all of the important data. Things like cost-per-click, conversion rates, and click-through rates let you see what’s working and what isn’t.

This adaptability ensures you get the most out of your advertising dollars. Plus, the scalability of PPC allows you to adapt your budget to the ebb and flow of conversion rates throughout the year, increasing spending during peak times for your target audience and scaling back during lulls or when external events could decrease conversion rates.

By continuously monitoring these metrics, you can refine your campaigns to better meet your objectives and respond swiftly to changes in the market.

Budget Control

PPC advertising gives you complete control over your marketing budget. You only pay when someone clicks on your ad so that your ad spend is used effectively.

You can set spending limits and adjust them as needed, helping you stay within your budget while maximizing your return.

This level of control ensures that every dollar spent is accounted for and contributes directly to your marketing goals.

Increased Visibility and Lead Generation

PPC ads provide top placement on search engine results pages (SERPs), making your law firm more visible to potential clients.

This increased visibility drives high-quality traffic to your website, boosting your chances of converting visitors into clients.

Generating new leads quickly and efficiently helps your firm grow and succeed in a competitive market. By appearing prominently in search results, your law firm can establish a strong online presence, making it easier for potential clients to find and contact you.

Attorney Michael Oykhman

“My website continues to dominate all the top website searches in my industry and my business has grown 10-fold as a result.”

Michael Oykhman

Oykhman Criminal Defence

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Different Types of PPC Advertising Platforms

When I talk about PPC, I’m almost always referring to Google Search Ads. But to cover our bases, I’ll outline the different types of PPC ads that are out there. Note that some of these overlap and aren’t always literally pay-per-click, but are often grouped together.

  • Google Search Ads: Appear at the top of search engine results for specific keywords, targeting users actively seeking legal services. These ads drive targeted traffic to your website, positioning your firm as an expert.
  • Bing Ads: Similar to Google Search Ads, these ads appear in Bing search results and reach a different segment of users. They often have lower CPCs, making them a cost-effective addition to your strategy.
  • Display Ads: Use visually appealing graphics and text to reach a broader audience across relevant websites. These ads help increase brand awareness and generate interest among those not actively seeking legal assistance.
  • Local Service Ads (LSAs): Designed for local businesses, including law firms, these ads appear at the top of SERPs for local searches. LSAs make your firm visible to potential clients in your immediate area. These are PPL (pay-per-lead).
  • Video Ads: Engage viewers with compelling video content shown before or during online videos. These ads can elevate your brand’s recognition and leave a lasting impression on potential clients.
  • Remarketing Ads: Reconnect with users who have previously visited your website by displaying ads as they browse the internet. Remarketing keeps your services top-of-mind and encourages return visits.
  • Social Media Ads: Target potential clients on platforms like Facebook, Instagram, and LinkedIn with tailored ads. These ads promote your legal services effectively across popular social networks.
  • Google Display Network (GDN): Place ads on a vast network of websites, reaching users as they browse their favorite sites or use mobile apps. GDN ads are excellent for building brand awareness and retargeting.

With so many types of ads available, you can see how it could get confusing. For our purposes, I’ll almost always be focusing on Google Ads for the rest of the article.

11 Law Firm PPC Strategies that Work

Now it’s time to dive into some actionable PPC strategies.

1. Target a Specific Audience and Location

You can’t have a successful PPC campaign without having a specific client persona in mind.

Start by defining the characteristics of your ideal client. You likely already have a good idea of who that is. Consider demographics such as age, gender, income level, and education as well as their interests and pain points related to legal services.

law firm client persona

Understanding these attributes will help you create tailored PPC ads that resonate with your target audience and address their needs. This hyper-targeted approach improves your clickthrough rate (CTR) and keeps your budget on track by ensuring your ads speak directly to your ideal client’s needs.

To refine your client persona, perform a competitor analysis to see who they target and how. Survey your existing clients to gather actionable data like age, location, and income. All of this together will help you define your client persona.

Geotargeting takes this a step further by focusing your PPC ads on the areas where your potential clients are located.

For law firms, local leads are gold, and PPC allows for precise targeting down to the neighborhood. This means your ads will only appear to those in your specified location.

Setting geographical parameters makes sure that your ad spend reaches potential clients in your actual service area, maximizing the chances of conversion and minimizing wasted ad spend.

For instance, if your firm is based in Austin, there’s no point in displaying ads to users in Minnesota. Another way to do this is to use geo-targeted keywords like we do for our client X.

This local focus increases the relevance of your ads and maximizes the chances of attracting high-quality leads.

2. Conduct Keyword Research and Use Keywords in Your Ad Copy

Conducting keyword research is essential for finding relevant, high-converting keywords to make your PPC campaign successful.

Start by using tools like Google Keyword Planner to identify keywords related to your legal services. Look for keywords with sufficient search volume, medium to low competition, and manageable CPCs to best reach your audience.

google-keyword-planner

I recommend using long-tail keywords to improve conversions and lower CPCs. Long-tail keywords are more specific and often less competitive, which makes them more cost-effective and drives higher-quality traffic to your website.

For example, instead of just targeting “divorce lawyer,” you might use “divorce lawyer [city]” to attract clients who are ready to hire a lawyer.

Using keywords in your PPC ad headlines and body copy is a powerful way to capture your audience’s attention. Your headline is the first point of engagement with potential clients and should include the primary keyword that aligns with the search queries you’re targeting. Doing so boosts the relevance of your ad in the eyes of Google and assures users that they’ve found a law firm capable of meeting their specific needs.

geographic ppc ad

In the body of your ad copy, continue to incorporate relevant keywords. But be sure to balance keyword use with natural language so your copy sounds natural and engaging.

The goal is to make your ad as relevant and compelling as possible to searchers most likely to convert into clients.

3. Include a CTA in Your Ad Copy

Including a clear and compelling call-to-action (CTA) in your ad copy is how you guide potential clients toward reaching out. A well-crafted CTA can significantly increase your conversion rates by providing a clear direction for what you want the user to do next.

Your CTA should be direct, using action-oriented language to encourage immediate engagement. Phrases like “Contact us today for a free consultation” and “Call now to speak with an attorney” can motivate users to take action right away. The key is to create a sense of urgency or highlight a specific benefit, making it clear why they should reach out to your firm immediately.

It should be placed logically after you’ve captured the searcher’s attention, following your headline and body copy.

ppc-ad-lawyers

4. Use Different Keyword Match Types to Control Costs

As mentioned, legal-related keywords tend to be some of the most expensive out there, which brings in keyword match types. These control what queries your ads show up for.

Using different keyword match types can help you control costs and improve the effectiveness of your PPC campaigns. Google Ads offers several match types that help you target your audience more precisely and manage your budget effectively.

  • Broad Match: This is the default match type that casts the widest net, increasing the visibility of your ads. It allows your ad to show up for searches that include misspellings, synonyms, related searches, and other relevant variations of your keywords. While it maximizes visibility, it can also lead to higher costs and less targeted traffic because it matches a wide range of search terms.
  • Phrase Match: This match type offers a more focused approach by displaying your ad only when the search query includes the exact phrase or close variations of your keyword with additional words before or after. For example, if your keyword is “divorce lawyer,” your ad could appear for searches like “best divorce lawyer near me” or “divorce lawyer [city].” Phrase match helps balance reach and relevance, offering more control over which searches trigger your ads compared to broad match.
  • Exact Match: This match type provides the highest level of control by showing your ad only when the search query exactly matches your keyword or close variations with the same meaning. For example, if your keyword is “DUI lawyer Austin,” your ad will only appear for searches like “DUI lawyer Austin” or “Austin DUI lawyer.” This match type ensures that your ads are highly relevant to the user’s search, often resulting in higher click-through rates (CTR) and conversions.

A strong PPC campaign uses a mix of keyword match types and incorporates negative keywords.

Negative keywords prevent your ads from showing for specific search terms that are not relevant to your services. For example, a divorce lawyer might add “free consultation” as a negative keyword if they don’t offer free consultations. By excluding irrelevant searches, negative keywords help you lower your cost-per-click (CPC) and avoid wasted ad spend.

5. Boost Your Clickthrough Rate (CTR) with Assets (formerly Ad Extensions)

Google Assets, formerly known as Ad Extensions, can help improve the performance of your ads. They do so by making it easier for searchers to contact you, and I find that they drive higher-quality leads.

By using Assets, you can:

  • Help improve ad ranking indirectly by improving CTRs.
  • Help weed out unqualified or low-quality leads by providing more information in the ad itself.
  • Help extend your PPC budget by improving ad quality, which can lower your CPC (cost-per-click).

There are many types of Assets. That said, they aren’t all great for law firms. I recommend call assets and location assets — both provide an easier way to contact and find your firm straight from the SERP.

Here’s an example of Assets.

Law Firm Marketing

6. Use Landing Pages that Convert

Creating dedicated landing pages for your PPC ads is a non-negotiable if you care about achieving a high conversion rate.

If a potential client clicks on an ad and is brought to your homepage, they’re likelier to click away as the messaging isn’t explicitly targeted at them. Whereas a landing page should match the messaging and offer presented in your ad, further persuading them to reach out to you.

A well-designed landing page should:

  • Match the Ad’s Messaging: Use the same keywords, language, and imagery to provide a consistent and relevant experience.
  • Have a Clear and Compelling Headline: Capture the visitor’s attention immediately and reinforce the ad’s promise.
  • Include Concise and Persuasive Content: Provide essential information about your legal services without overwhelming the visitor.
  • Feature Prominent Calls-to-Action (CTAs): Make it easy for potential clients to take the next step, such as filling out a contact form or scheduling a consultation.
  • Build Credibility with Testimonials and Trust Signals: Incorporate client testimonials and other trust indicators to establish credibility and encourage engagement.
  • Be Simple and Focused: Avoid clutter and distractions, keeping the visitor’s attention on the primary objective of the page.

By doing all this, your landing pages will better align with your PPC ads and provide a more targeted, relevant user experience. This approach definitely leads to more conversions of clicks into leads.

Take a look at one of our client’s landing pages below.

7. Make Sure Your Firm is Advertising on Mobile

Not optimizing your PPC ads for mobile devices would be a huge mistake. A 2021 study done by Sistrix found that 64% of all Google searches are done on mobile — neglecting this audience means missing out on many potential clients.

Mobile optimization involves creating ads that are easily viewable and actionable on smaller screens. Your mobile ads should load quickly, have clear and concise messaging, and feature prominent calls-to-action (CTAs) that are easy to tap. Your landing pages, too, should be mobile-friendly, providing a seamless experience from ad click to conversion.

Advertising on mobile allows you to reach potential clients who are searching for legal services on-the-go. Mobile users often need quick and immediate assistance, making them highly valuable leads. Capturing their attention with well-optimized mobile ads can significantly boost your conversion rates and overall campaign performance.

Incorporate the following strategies for effective mobile advertising:

  • Use Mobile-Specific Ad Formats: Platforms like Google Ads offer ad formats designed specifically for mobile devices. Using these formats can help you enhance visibility and engagement.
  • Focus on Speed and Responsiveness: Make sure your ads and landing pages load quickly and function smoothly on all mobile devices.
    Simplify CTAs: Use clear, concise, and easy-to-tap CTAs to encourage immediate action from mobile users.
  • Optimize for Local Searches: Mobile users often search for services nearby. Use location-based keywords and geotargeting to capture local leads.
  • Use Google Assets: Use Assets to make it easier for mobile users to call your offices.

By optimizing all steps of your PPC ads for mobile users, you’ll provide a better user experience, which can lead to higher engagement and increased conversions from your PPC campaigns.

8. Utilize Local Services Ads

Local Services Ads (LSAs) are a powerful tool for law firms looking to attract local clients. These ads appear at the very top of search results when users look for legal services in their area, making them highly visible and effective.

local-service-ads-law-firms

Unlike standard Google Ads, Local Services Ads are:

  • Pay-Per-Lead (PPL) rather than Pay-Per-Click (PPC): You bid on a per-lead basis, so you only pay for actual leads. This means you only spend money on genuine, quantifiable leads, ensuring your budget goes towards potential clients who are more likely to convert.
  • Designed to generate telephone leads: You’re charged only for calls from potential customers that last at least 30 seconds. You’re paying for more meaningful interactions. This focus on phone leads makes LSAs particularly effective for law firms, where personal contact can significantly impact client acquisition.
  • Ranked according to different factors: The ranking of LSAs depends on several factors, including the number of positive reviews you have, your proximity to the searcher, your bid level, and other criteria. This ranking system helps make sure users see the most relevant and reputable services first.
  • Designed by Google: Unlike traditional Google Ads or your Business Profile, you don’t write the ad copy for LSAs. Instead, you provide the necessary information, and Google decides what to show searchers.

The benefits of Local Services Ads over traditional Google Search Ads are clear.

With LSAs, you pay only for leads, not clicks, meaning your advertising budget is spent on potential clients. The emphasis on phone leads and the 30-second call duration requirement means you’re paying for more meaningful interactions. Additionally, the ranking system based on reviews and proximity helps your firm appear trustworthy and relevant to local searchers.

9. Speak with Leads within 24 Hours

I advise all of our clients to prioritize responding to leads quickly, as it’s crucial for capitalizing on the interest generated by your PPC ads. Potential clients are often in urgent need of legal assistance and usually choose the first responsive firm they contact.

A prompt response within 24 hours demonstrates your commitment and reliability, increasing the chances of converting leads into clients. One study done by Harvard Business Review found that businesses that respond to leads within an hour are nearly seven times more likely to qualify the lead compared to those who wait longer.​

Delaying your response can significantly reduce your chances of conversion. Conversica found that taking 24 hours to respond to a lead resulted in a conversion rate of around 5%, whereas contacting them within five minutes resulted in about a 70% conversion rate.

You don’t need a dedicated intake team to make this happen, either. Firms without the manpower to reply within a reasonable amount of time should implement automated email responses to confirm consultations. I also recommend using automated chatbots to help answer any queries leads may have to drive them down the funnel.

10. Conduct A/B Tests on Your PPC Ad Campaigns

Running A/B tests is an important part of any PPC ad campaign.

By comparing different ad variations, you can identify which elements perform best and make data-driven decisions to improve your campaign’s effectiveness.

A/B testing involves creating two or more versions of your ad, each with slight variations in elements such as headlines, ad copy, or CTAs. These versions are then shown to different segments of your audience simultaneously.

For example, we A/B tested these two ads for one of our clients.

ab test 1
ab test 2

By measuring key performance indicators (KPIs) like CTR, conversion rates, and cost-per-conversion, you can figure out which version resonates most with your audience.

From there, you can pick and combine the best elements.

To conduct effective A/B tests, follow these steps:

  1. Identify the Variables: Decide which elements of your ad you want to test. This could be the headline, ad copy, CTA, image, or even the landing page. Make sure it’s a single element to better measure its effectiveness.
  2. Create Variations: Develop multiple versions of your ad with variations in the identified elements. Make sure to change only one element at a time to isolate its impact on performance.
  3. Run the Test: Use Google Ads A/B testing tools to run the test. Make sure that your ads are shown to a statistically significant sample size to obtain reliable results.
  4. Measure the Results: Track the performance of each ad variation using KPIs such as CTR, conversion rate, and cost-per-conversion. Analyze the data to determine which version performs best.
  5. Implement the Winning Variation: Once you have identified the most effective ad variation, implement it in your campaign. Continuously monitor performance and conduct additional A/B tests to keep optimizing your ads.

A/B testing is a continuous process that helps you refine your PPC campaigns, making them more effective and cost-efficient.

11. Implement Remarketing Ads

Sometimes a user clicks your ad and is impressed with your content but, for some reason or other, isn’t ready to convert. It’s a perfectly normal scenario.

And that’s where remarketing ads come in.

It’s a bit complicated, but essentially, you install a Google Tag on your website that can track searchers across the web. When you run retargeting ads, it identifies people who’ve already landed on your website and exclusively shows your ads to that group of people.

You get a second chance to convert them into paying clients.

There are many reasons why a potential client might not follow through with a phone call or fill out a contact form. It’s not always because your services don’t meet their needs — it could be due to issues like a slow-loading page, an unexpected interruption, or even a simple technical glitch.

One thing is certain — once they leave, the chances of them coming back are slim. However, you can increase these chances by utilizing remarketing lists through Google Ads.

Legal Considerations and Ethical Advertising

When using PPC advertising, law firms need to follow strict legal and ethical guidelines to keep their advertisements compliant and truthful.

The American Bar Association (ABA) outlines clear rules for legal advertising in Rule 7.2 of the Model Rules of Professional Conduct. Lawyers can share information about their services through various platforms, including PPC ads.

But law firms need to be careful to avoid misleading or deceptive ads. For example, lawyers should not claim to be certified specialists unless they have been certified by an appropriate authority and clearly identify the certifying organization in the ad.

All advertisements must include the name and contact information of at least one lawyer or law firm responsible for the content.

If you follow these simple rules when creating online advertisements, you’ll be good to go.

The Strategic Advantage of Outsourcing PPC Ad Management for Law Firms

Choosing to outsource your law firm’s PPC ad management can be a game-changer.

Sure, you could set up a PPC campaign yourself, but it requires a lot of time and experience to optimize a campaign to peak efficiency. Without an expert set of eyes, you could end up throwing thousands of dollars away with very little ROI.

Specialized agencies bring a wealth of experience and up-to-date industry knowledge that can significantly improve the effectiveness of your campaigns. They have the tools and expertise to conduct in-depth keyword research, craft compelling ad copy, and design optimized landing pages that convert.

Our dedicated team here at JurisPage has decades of PPC experience and stays ahead of the curve with the latest industry insights, so your campaigns are as effective as possible.

With our in-depth keyword research, creation of compelling ad copy, and design of high-converting landing pages, we focus on driving not just traffic, but qualified leads to your firm. Our vigilant monitoring and agile campaign adjustments are designed to maximize your ROI, freeing you up to excel in the practice of law.

Interested? Reach out for a free consultation today.

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