9 Pay Per Click Advertising Tips For Lawyers

Written by

Pay per click (PPC) ads can be an excellent way to reach potential clients on a grand scale. Imagine how many Google users searching in your area are in need of a lawyer. The number is immense.  By setting up PPC ad campaigns, you can reach anyone searching for counsel on the world’s most popular search engine, immediately. With a single tap on their smartphone, a new client can connect with you.

Setting up PPC campaigns with a high return on investment (ROI) isn’t an instant process. Since Google Adwords offers many different ways to set up your campaigns, setting up an account for the first time can feel daunting. The process is worth learning, though, because these options can save you money.

Are you ready to set up your first PPC campaign? These digital advertising tips for lawyers can help you optimize your campaign for success, and help shine a light on key ways to ensure ROI is high and costs are as low as possible. 

1) Write ad copy search users won’t ignore. Tell search users what makes you a better lawyer than your competition in your ad copy. Support your statement with a call to action, such as “call now.” Try writing different ads, and letting them run for a week. Find out which ad copy performs the best, and cut the underperformers.

2) Use keywords in your ad copy. Pay per click ad engines like Google Adwords score your ad for relevancy and helpfulness. The higher your relevancy score, the lower your cost per click. By including keywords in your ad copy, your relevancy increases, and makes your ad more appealing to search users.

3) Use the keyword planner. This is an Adwords tool that scrubs your (or your competitor’s) website, in order to find relevant keywords to use in your PPC campaign. When typing “www.clio.com” into the keyword planner, this is what comes up:


You can select a mix of very popular and mildly popular keywords to advertise with, which will help balance the cost of your PPC ad. Looking for more? The planner will offer you a list of additional keywords, after clicking the button saying “More like this,” that appears after hovering over your selection.

4) Cut costs by using different match types. Law terms are expensive! When you use different match types, two things happen: your relevancy potentially increases, and your pay per click cost may decrease. There are four match types available: broad, exact, phrase and negative. Learn what these match types mean here. Use these match types to make your keywords work harder for you, by helping to ensure the Google users that view your ads will find them relevant, which can help keep your cost per click as low as possible.

5) Make sure you’re targeting your geographic location. Practice in a specific area? Save money on your keywords by only showing them in the area that you practice. You’ll prevent clicks from potential clients in other areas, which can save a lot if your keywords have a higher cost per click. There are other targeting options, too, which can help you get more valuable leads at less cost per click.

6) Use ad extensions. You want clients to call you, so make it easier for them to do so. Ad extensions are a way to add contact details in your ads. Think of it this way: If a potential client is searching for an attorney on their smartphone, and they see three ads that look very similar, but yours has a phone number, they can tap to call immediately. You’re going to be the lawyer they call, not your competition.

7) Make sure you’re advertising to mobile. Most consumers have a smartphone that never leaves their side. Mobile traffic accounts for over 50% of eCommerce traffic, which includes hiring lawyers. Give yourself the mobile advantage, and make sure you target your PPC ads to mobile users.

8) Optimize your website. Your ads lead search engine users to your website, so make sure your page is informative and clear. Have your website include key information, such as your legal credentials, your practice location and easy methods of contacting you. For a bonus, make your practice’s social media links clearly visible and clickable.

9) Use your analytics! Look at your keyword and ad performance regularly, and find out which ones are actually converting. Not every lead is a call, so find out who is using your online forms, and how they’re finding you with Google Analytics. This one is worth investing some time to get familiar with, through Google’s free Analytics Academy.

Categorized in: Marketing

Looking for resources on working remotely?

We've curated a selection of resources on how to best work from home, including articles on technology tools and implementing cloud tech, and Daily Matters, a daily podcast hosted by Clio CEO, Co-founder, and author of The Client-Centered Law Firm, Jack Newton.

Get Resources