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Research suggests that 76% of consumers look at the online presence of a business before visiting it. That means a strong online presence is crucial for growing a law firm. One of the most effective ways to do that is by leveraging PPC for lawyers.
PPC stands for pay-per-click, a type of online advertising where you only pay when someone clicks on your ad. It’s an effective method for driving more website traffic, reaching people in need of your services, and generating more conversions.
But what are the best practices for optimal results? Here are five strategies to implement today.
Before you launch any PPC campaign, you need to have a clear idea of what you want to achieve and how much you are willing to spend. As a lawyer, key goals may include generating more calls for consultations, getting more contact form submissions to qualify leads, or increasing free case assessment requests.
Define exactly what conversions matter most to your firm right now. Tracking phone calls is easy with call tracking numbers. For submissions and inquiries, ensure your website forms are set up properly for tracking as well.
Then think realistically-how many new consultation requests do you want each month? Set numerical targets for each conversion type. This gives you something specific to optimize towards.
You also need to outline an appropriate budget that you can afford on an ongoing basis. Factor in costs-per-click, expected conversion rates, profit per new client, and seasonal fluctuations. This gives you control over your spending and avoids wasting money on irrelevant or unprofitable traffic.
As a general rule, start small, track conversions diligently, and scale up monthly budgets as you refine profitability. Defining both precise goals and realistic budgets is the key to driving PPC benefits.
One of the most important aspects of PPC marketing is researching and using the right keywords. You want to target keywords that are relevant to your services, location, and niche. This is crucial for lawyers since it determines who sees your ads and how relevant they are to their needs.
Besides being relevant, the keywords need to be specific and have a high commercial intent. For example, a keyword like “personal injury lawyer in San Diego” or “divorce lawyer near me” will yield better results than a broad one like “lawyer.” The first two are more likely to attract people looking for your services and ready to hire a lawyer.
You also want to choose the right match type for your keywords. This setting determines how closely your keywords match the search queries that trigger your ads. The four main match types include broad, phrase, exact, and negative matches, and each has its pros and cons.
Once you have chosen your keywords and match types, you need to write compelling ad copy and landing pages that persuade people to click on your ads and take action. Start the copy with a clear and catchy headline that includes your main keyword and highlights your unique selling proposition (USP).
The landing page should be:
A concise and informative description tells the benefits of your services.
With over 55% of web traffic coming from mobile devices, it’s essential for anyone starting a law firm to optimize PPC campaigns for mobile users. First, create responsive search ads that adjust how text, extensions, and CTAs appear based on the device. This guarantees a seamless experience, regardless of the search platform.
Next, add location extensions like address, call-to-actions, and direction buttons to ads. This helps boost mobile click-throughs since studies show they boost mobile CTRs. People searching locally on their phones are looking for instant access to contact or navigate to a business.
As such, you want to ensure that your landing pages deliver a great user experience. Design the pages for easy tapping on call numbers and form fills. Reduce overall content for faster loading.
Keep in mind that mobile users have different needs and context for what serves them in an ad compared to desktop users. Therefore, customize follow-up messaging to maximize the number of conversions gained. With the right approach, mobile PPC can become the dominant source of new client acquisitions for any law practice.
Once you launch your PPC campaigns, the optimization work begins. You need to dig into the data, analyze key metrics, and continuously refine things. Start by looking at click-through rates for your ads and average cost-per-click.
If CTRs are low, try different ad copy or land more branded campaigns. You also want to understand conversion rates-how many phone calls, form fills, or consultations result from the campaigns. Calculate cost-per-conversion to determine true ROI.
Drill down deeper over time, too. See which keywords or ad groups lead to the most conversions and focus budgets there. Or find low-performing areas that don’t generate enough clients to be profitable, then pause or eliminate anything not working.
Ongoing testing is also crucial. Try different CTAs, ad copy language, or landing pages. When you find something that works better, implement it more widely.
However, you have to be methodical with the analysis to determine statistical significance. Over time, all this refinement compounds, leading to greater quality scores, lower CPCs, and higher returns.
Allocating just 30-60 minutes a week to evaluating data and optimizing things makes a big difference. It takes diligence, but the payoff from highly tuned PPC campaigns is immense for any law practice looking to acquire more clients online.
If you’re looking to leverage PPC for lawyers, Ascendance is here to help. With extensive experience providing PPC services, our team knows exactly how to help you grow. We handle all the heavy lifting, from keyword research to day-to-day campaign management.
Don’t leave anything to chance-reach out today for help maximizing your PPC success.
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