PPC for Lawyers | Legal Marketing
PPC for Lawyers: Your Step-by-Step to a Winning Strategy
Our expert law firm pay-per-click (PPC) management team not only creates effective campaigns but also continuously monitors and optimizes them to bring in more conversions.
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PPC is the Key to Success for Lawyers
Pay-per-click is the digital marketing strategy through which lawyers place ads on Google to get clients—and it is oh-so effective! According to TechReport, running PPC ads results in an 80% increase in brand awareness, and these ads earn more than 45% of page clicks. This system works, as its name indicates, by paying only when people click on your ads, therefore, it is the ultimate cost-effective approach. And not only is it cost-effective, but the ROI is 200%. However, there is a catch-22: clients won’t click on your ad unless it is attractive enough and part of a comprehensive and sound campaign. This is especially true in the legal industry, which has the highest average client yield, and therefore competition is tighter.
So, whether you are a lawyer taking your first steps into the legal industry or a seasoned attorney trying to position yourself as a leader in your field, PPC is the foolproof strategy to adopt.
Alpha Co. Marketing & Media’s PPC for lawyers team of experts not only creates effective campaigns but also continuously monitors and optimizes them to bring in more conversions.
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Effective PPC for Lawyers: Making Every Ad Count
You, of all people, know what they say: Everyone needs a good lawyer around. True. However, bringing the people and the lawyers together can become a bit tricky. How can you find clients, in this day and age, without a proper digital strategy?
Fortunately, there is PPC advertising. PPC ads are incredibly effective for attorneys as they reach potential clients in real time when they are searching for legal help online.
✏ Take note: Your ads are scored by PPC engines, including Google Ads, based on how relevant and helpful they are to your audience. To rank your ad, Google uses a Quality Score based on how relevant your ad copy is and how relevant and useful your landing page is when people get there. So, you see, a PPC ad campaign is not just about designing one ad and leaving it at that. Your PPC strategy needs to be all-encompassing. The higher the score, the higher the placement of your ad. It’s simple math.
Let’s revise:
- Pay-per-click ads have a significant place in search results. When someone Googles something, the top three or four listings are often ads from Google’s AdWords. Around 41% of clicks account for the top three paid advertisements on the search engine results page (SERP).
- Your competitors are already leveraging them. As mentioned above, the top four listings account for paid ads, and that is what you are up against. Your ad should be not only visible (i.e., at the top of the SERPs) but engaging enough to stand out against the rest.
- You can regulate the keywords for which you rank. Through Google Ads and other PPC platforms, you can determine which search terms are most used by your potential clients when they are looking up lawyers online. Thus, you will come across the most valuable keywords for your law firm.
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Analyzing the Benefits of PPC for Lawyers
When it comes to law firms, PPC yields multiple benefits.
Personalized marketing
With the integration of SEO, you can use the specific words that you know your clients are looking for and tailor your ads to their needs. Additionally, the second step in the personalization process is choosing the segment you want to target and promoting your ad solely to that narrowed-down group. This way, your clients can find you easily and your spending becomes incredibly smart.
Adaptability
A few tweaks will be made when there are changes in your clients’ habits. For example, during the 2020 pandemic, litigation practices grew 7.7%, so, if you have litigators in your team, this would have been your focus on your ads, as opposed to other specialties that you might have been advertising up until that moment. Now, the great news is that with PPC, implementing said changes is really easy due to how friendly the Google Ads platform is.
Measuring Success
Google Analytics lets you collect an immense amount of relevant data from your prospects. Subsequently, you will leverage this information and pour it into your next PPC campaign. The metrics reports allow law firms and lawyers to make data-backed decisions that will in turn help them grow their business.
The Best Pay-Per-Click Ads for Lawyers
There are three primary pay-per-click campaigns that attorneys should focus on:
Search Ad Campaigns: They appear next to Google’s search results when users look for products or services you offer. You have to pay only when people click through your site or call your law firm.
Display Ad Campaigns: Besides showing paid advertisements in the search results, Google also partners with several web pages to create a network called GDN (Google Display Network) where Google can display advertisements. This network comprises more than 2 million sites that reach around 90% of internet users.
Remarketing Campaigns: Remarketing is an element that lets you display ads to the users who have previously visited your site. You can customize your ads and bids to these visitors when they are browsing on Google.
Get countless clients with PPC for lawyers at Alpha Co. Marketing & Media. Wait no longer.