Ultimate Guide to Law Firm PPC

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Benefits of PPC Advertising For Law Firms

Pay-per-click (PPC) advertising can be a vital part of your law firm’s marketing strategy. PPC advertising will ensure that it appears to your target audience at the right time, which can boost your site traffic and lead to better conversions.

PPC is one of the quickest ways through which law firms can generate high-quality leads. Since legal service is one of the most competitive industries at present, it is essential that you carefully plan a PPC campaign for your law firm.

PPC ads can appear in search results, affiliate websites, and even on your social media feeds. Whenever a person clicks on one of these ads, the law firm pays for it. The law firm has the freedom to determine what they want the users to do when they click on the ad. 

For example, if you are a lawyer advertising your own firm, you may want people to visit your website when they click on your PPC ad, or you may want to show them your firm’s exact physical location when they click on your ad.


Now, if you have a wee bit of knowledge in SEO, you might know that it also helps generate new leads and boost website traffic. Moreover, there is almost no intrinsic investment in search engine optimization, meaning that you conceivably don’t have to pay to optimize your site. So, why should you churn out your money on PPC instead of SEO?

As you might know, SEO focuses on organic search, whereas PPC is all about paid search. The benefit that PPC gives to a law firm is that it helps in creating a sense of urgency among your potential clients and also builds better awareness by focusing on targeted traffic. It also guarantees that your site will appear at the top of the page. 

On the other hand, SEO optimization is a gradual process that shows positive results in the long-run. You cannot expect immediate results like a PPC campaign would do, but it will help you take care of all the aspects that might hold back your law firm website from providing a holistic experience. Additionally, many search engine users skip down to organic search results when browsing the web. 

Top PPC Marketing Tips For Law Firms

Therefore, if you want more leads and clients for your law firm, here are some of the most helpful PPC marketing tips for lawyers to get the most out of Google. 

1. Conduct Competitive Research to Differentiate Yourself From Your Competitors

We just told you how competitive the law market is, so you need to advertise your law firm in a way that stands out from the rest. For this, you need to conduct competitive research first and understand how your competitors are using PPC advertising.

Begin your PPC copy by highlighting features that can be considered your firm’s USP. Your law firm might have 24X7 customer service, or your firm might be offering a free consultation for first-time clients.

Next, you need to utilize ad extensions as much as possible. These are additional pieces of information that make your PPC ad more useful for the audience. You can choose from different types of extensions, such as location, call button, or reviews to showcase to your target audience.

Besides adding useful extensions and writing an impactful ad copy, you also need to provide an attractive call-to-action (CTA) that will entice your target audience to take action by clicking on the ad.

2. Set Up Your Geo-targeting Correctly

Many law firms fail to get new clients just because they target irrelevant locations or regions. Considering geography is very crucial when it comes to offering legal services. If you target a region that’s too far from your own, people will choose a lawyer who is in their vicinity.

Dig deeper into your law firm’s physical location and make a list of areas that makes sense to target. Then navigate to Google Ads and under the “Settings” tab, go to “Locations” to specify the city, areas, or pin codes you want to target through your PPC ad. 

You can also conduct advanced location search on Google Ads and choose an area by its radius. You will get a fair estimate of the total number of people you can reach out to if you choose that specific area/radius. 

3. Ensure that Your PPC Ads Satisfies the Search Intent of Your Target Audience

Relevancy is the key to a successful PPC ad campaign. If your prospective customers click on your PPC ad at the wrong stage of their customer journey, you might end up paying for those ad clicks for no reason.

You have to structure your content in a way that satisfies the search intent of the user. For example, if you are a personal injury lawyer, your ad should focus on the idea that you’ll help your client get full compensation for their loss. If you are a divorce lawyer, your ad should speak about how you can make the divorce process happen smoothly and within a short time period.

Structure your ad headline, body copy, keywords, and call to action button in a way that helps in building trust in your target audience and encourage them to contact you almost immediately with their legal concerns.

4. Have an Online Chat Feature Present on Your Website

Having an online chat feature to assist users 24X7 is critical for the success of your law firm. There are many questions that your prospective clients might want to ask you or inquire about before setting up an appointment. 

Answering such questions might not be possible in your site’s FAQ section or even in Q&A videos. The live chat feature will ensure that the people who land up on your law firm website get answers to their questions before they exit the website. Moreover, the online chat feature will also help you capture additional leads directly coming to your site.

5. Use Videos on Your PPC Landing Pages

People are often skeptical about hiring legal services for the first time. Moreover, some believe that lawyers don’t have the best reputation when it comes to trustworthiness. 

This makes it even more important for lawyers to gain their lead’s trust and convince them to trust with their case. As a lawyer, if you can get on the camera and explain why people should hire you and how you can help them without sounding too salesy, it might get a lot easier for people to take a chance. 

If you are not very comfortable to be in front of the camera speaking about your expertise, you can even ask your past clients to share video testimonials and display them on the PPC landing page. It will help new leads develop trust and relate to their experiences.

6. Track Audience Behavior

The law industry is excessively competitive. When it comes to marketing for law firms, tracking every move of your site visitors, including your target audience, is necessary to optimize an effective marketing strategy for law firms. 

Run A/B tests to see what’s working and what’s not for your law firm. Track phone calls, website sign-ups, contact form requests, bounce rate, and the total number of visitors to your site. 

No lawyer has enough time to continuously track its audience and their behavior. Therefore, if you are looking to get a positive ROI, get in touch with an agency that can help you with PPC on your law firm’s website.


As we conclude, the number one lesson that lawyers should take away from PPC advertising is understanding how PPC works first. Since you cannot practice law without taking a full-time law course, running a PPC campaign for a law firm without knowing what factors to consider might not give you expected results.

If you plan to invest your money in PPC advertising, ensure that you spend enough time understanding how your competitors are running their PPC campaigns, the audience they are targeting, and what other factors they are considering before making their campaign live. Once you understand your audience persona clearly, you’ll notice that the money you’ve invested in PPC campaigns is worthwhile.

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Kaspars Milbergs Published by Kaspars Milbergs on