Leads are the lifeblood of every business, your law firm is not left out. And in this modern marketing era, one of the most effective ways to get your business to a wide and active audience is through PPC. PPC ads are a powerful tool to help your law firm reach more people online and generate leads quickly.
But things can take a downward spiral quickly for your law firm if you don’t get it right, or don’t know what to do. The immediate consequence is your budget will be wasted, and you won’t have the ROI on your investment.
In this article, we will highlight the right methods to get more leads for your law firm to get it going. But first, let’s refresh your memory on what PPC ad means.
What is PPC Advertising?
Let’s start with the basics. PPC advertising is an online marketing method where businesses pay for their ads to appear on search engines like Google or social media platforms. You only pay when someone clicks on your ad—that’s where the name “Pay-Per-Click” came from. PPC ads can appear at the top of search engine results pages (SERPs) when potential clients search for terms like “personal injury lawyer near me” or “best lawyer in Atlanta—based on any other keyword you are targeting.
For law firms, this means that you can place your firm’s services right in front of people who are already looking for legal help. It’s an effective way to get more cases quickly.
Why Do PPC Ads Work for Lawyers?
So, you might wonder or even have doubts that PPC ads will work for you as a lawyer or for your law firm. In our years of experience in marketing for law firms, we’ve gathered that the way PPC ads work for other businesses is the way it works for law firms too. Even more effectively because it comes with immediate results which is the first thing our list here;
- Immediate Results: Unlike SEO (Search Engine Optimization), which takes time to rank your website organically, PPC ads deliver results quickly. Once your campaign is launched, your law firm can start getting clicks and leads right away.
- Targeted Audience: PPC allows you to target people based on their location, search habits, and even their demographics. For example, you can ensure that your ad only shows up for people searching for legal services in your area. The more focused your marketing, the quicker you will convert your audience.
- Measurable ROI: With PPC, you can track every dollar spent. You’ll know how many people saw your ad, clicked on it, and eventually converted into leads or clients. This makes it easy to calculate your return on investment (ROI) and to adjust any part of your campaign if you need be.
How to Set Up a PPC Campaign for Your Law Firm
Setting up a PPC campaign for your law firm can seem overwhelming, especially if you do not have much knowledge or specialty in it. But it’s easier when broken down into simple steps.
Choose the Right Keywords
Choosing the right keywords is crucial for a successful PPC campaign. Keywords are the words or phrases people type into search engines when looking for something. For a law firm, relevant keywords might include:
- “Divorce lawyer near me”
- “Best criminal defense attorney”
- “Affordable personal injury lawyer”
The goal is to bid on keywords that potential clients are using to find legal help.
Create Engaging Ads
Your ad needs to be compelling. It should clearly explain who you are and why someone should choose your law firm. A good ad will have:
- A strong headline: Having a compelling headline is your first step toward a success campaign. Because I have less patience, so you must be able to grab their attention quickly. Your headline should look like this: “Need Legal Help? Call the Best Injury Lawyer Today!”
- Clear benefits: Tell them what you offer, such as “Free consultation” or “No fees unless we win.” This will immediately make them decide if your offer is for them. Remember, the more compelling it sounds, the better your chances of converting them.
- A call-to-action (CTA): Encourage them to take action with phrases like “Contact us now” or “Get a free case evaluation.” A clear CTA takes their fingers one inch closer to clicking and getting your funnel. The rest will be up to you to close them.
Set a Budget
With PPC, you set your own budget. You decide how much you’re willing to pay for each click. Google Ads, for example, allows you to set a daily budget and adjust it based on performance. Google splits this budget daily and spreads it across. If you set a budget of $5 daily, in a month, that’d be $1500. You have the privilege to allow your ads to show on days you want.
Target Your Audience
One of the best things about PPC is that you can target specific types of people. You can set your ads to show up only for people in a certain city or within a certain radius of your office. You can also target based on the device they are using (desktop, mobile) and even their age or income level.
As a lawyer, you understand your audience better than anyone else. Refine your audience as it suits your services. You can always adjust and improve this as you go.
Monitor and Adjust Your Campaign
Monitoring or tracking your ad campaign helps you understand what’s working and what’s not. This way you can adjust accordingly.If you are not sure what to track, below are some key metrics you should keep your eyes on.
- Click-through rate (CTR): This is the percentage of people who click on your ad after seeing it.
- Conversion rate: This is the metric that shows you how many people have eventually become clients.
- Cost per click (CPC): The amount you’re paying each time someone clicks on your ad.
If something isn’t working, you can adjust your campaign by tweaking the ad copy, targeting, or keywords.
How to Get More Cases With PPC Ads as a Lawyer
There are a few key strategies that can help you get the most out of your PPC campaign. Let’s check them out below:
Use Keyword Research Tools
Understanding what your audience is searching for and incorporating the predominant keyword in your campaign as it pertains to your services.
Optimize for Mobile
A significant portion of people searching for legal help will do so from their mobile phones. Make sure your ad is mobile-friendly, and your website should be too. A slow or difficult-to-navigate site can lose you potential clients.
In addition, ensure your ad banners fit into the screen of mobile device users. Keep it simple as much as possible.
Take Advantage of Ad Extensions
Ad extensions allow you to include extra information in your PPC ad, such as your phone number, address, or a link to specific pages on your site. These extensions can make your ad more attractive and give potential clients more ways to contact you.
Common Mistakes to Avoid in PPC for Lawyers
Due to Google ads complexities for a first timer, mistakes are bound to happen, Some of which might be oversight. But regardless, they affect your campaign.
Ignoring Your Landing Page
Even if you have the perfect ad, it won’t matter if your landing page (the page people are directed to after clicking your ad) isn’t up to par. Make sure your landing page is simple, professional, and has clear calls-to-action, like a contact form or phone number.
Not Tracking Conversions
As mentioned earlier, tracking your ad campaign will help you know how well (or not) your campaign is performing. Many law firms forget to track how many clicks lead to actual conversions (new cases). Use tools like Google Analytics or call tracking to monitor how effective your PPC campaign is at getting leads.
Bidding on Broad Keywords
Broad keywords may seem like a good idea, but they can lead to irrelevant clicks that cost you money. Instead, focus on specific, intent-driven keywords like “auto accident lawyer Atlanta” instead of just “lawyer.” The more focused and specific, the higher their conversion potential.
Is PPC Worth the Investment for Law Firms?
PPC advertising is a great investment for your law firm because it allows you to reach potential clients immediately and with precision. Instead of waiting months to see results, like with SEO, you can start generating leads within days or even hours. PPC is also scalable, so you can increase your budget when you see positive results, making it a flexible and powerful marketing tool for any law firm.
One thing you should take note of is the performance of your ad campaign. This is the pointer that makes you understand whether or not you need to adjust your ad campaign.
Start Winning with PPC
PPC advertising offers law firms a fast and effective way to reach potential clients online. By targeting the right keywords, crafting compelling ads, and monitoring performance, you can increase your chances of landing more cases. Remember to avoid common mistakes, like not optimizing for mobile or neglecting your landing page, and you’ll be on your way to running a successful PPC campaign.
With these strategies, your law firm will not only generate more traffic but also convert that traffic into real clients.PPC is a smart marketing investment to help you stay in a competitive niche such as the legal field.
At Legal Bridge, we’ve mastered the art of PPC marketing for lawyers, and we can’t go wrong with our proven approach from over the years. Get in touch now to start winning with PPC for your law firm.