9 Tips for Attorney Pay Per Click Advertising Success

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Imagine how many people in your area are in need of a lawyer. Where do they go for information to figure out which attorney is the best for them? Attorney pay per click advertising can be an excellent way to reach these potential clients on a grand scale because PPC allows law firms to target specific types of clients looking for specific types of law services. 

Using this type of digital advertising, you are able to identify your audience by demographics and psychographics, and show your ad to them at the moment when they’re searching for an attorney. 

Who should read this article?

If you’re a lawyer or someone who works at a law firm, and you’re interested in setting up your own PPC advertising campaigns to help boost more traffic to your website, this article will give you the basics of attorney pay per click advertising. The nine tips for successful ppc advertising for lawyers we’ll be covering include:

  1. Write ad copy search users won’t ignore
  2. Use keywords in your ad copy
  3. Use the keyword planner
  4. Cut costs by using different match types
  5. Make sure you’re targeting your geographic location
  6. Use ad extensions
  7. Make sure you’re advertising to mobile
  8. Optimize your law firm’s website
  9. Review your analytics and perform regular testing

According to the 2019 Legal Trends Report, 57% of people look for a lawyer on their own. Using an online search engine and visiting a lawyer’s website, each comprising 17% of respondents, respectively, are the most common among those who have ever shopped for a lawyer. 

With so many people turning to online sources when searching for counsel, setting up PPC ad campaigns for your law firm has the potential to bring in a lot of new business. 

Setting up PPC advertising for lawyers that will yield a high return on investment requires time and testing. Expect to go through a learning phase before seeing highly successful results. If you’re looking to advertise on Google’s search engine, Google Ads offers many different ways to set up your campaigns, so setting up an account for the first time can feel daunting. Fortunately, their platform offers many educational resources to get you started, including best practices. The process is definitely worth learning because it’s very easy for law firms to lose money through PPC advertising if executed poorly.

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

9 Tips for Attorney Pay Per Click Advertising Success

lead generation for law firms

1) Write ad copy search users won’t ignore 

Use your ad copy to tell search users, i.e. your potential clients, what makes you a better lawyer than your competition. Support your statement with a call-to-action, such as “Call now” or “Book a meeting”. 

Copy writing requires experimentation to determine which message resonates the most with users. The point is to get them to click through to your website and, ultimately, book a meeting with you to learn about how you can help them. Try setting up different ad versions and letting them run for a week. This way, you’ll be able to see which ones perform the best and reallocate your budget accordingly.

2) Use keywords in your ad copy 

Pay per click engines like Google Ads score your ad based on audience relevancy and helpfulness. The more relevant your ad copy is to the keywords you’re bidding on, the higher the Quality Score that Google uses to rank your ad. This determines where your ad appears and your cost per click.

Here are a few tips for using keywords in your PPC ads:

Use your keyword in the headline and once more in the description lines

This requires careful consideration because you will not have much real estate for copy. You need to also consider your benefit statement and call-to-action.

Bid on long-tail keywords

They will have less competition, which makes them lower cost and enables you to identify a more targeted audience.

Consider using dynamic keyword insertion

This uses the searcher’s exact search query in your ad and enhances the relevancy to them.

3) Use the keyword planner 

The Google Ads keyword planner tool scrubs your (or your competitor’s) website, to find relevant keywords that can be used in the PPC campaigns for your law firm. The planner will offer you a list of additional keywords

The benefits of using the keyword planner include:

  • Discovering new keywords that are relevant to your law firm and target audience. You’ll be able to get suggestions for keywords related to your products, services, and website.
  • Seeing estimates of searches your keywords get each month.
  • Determining your PPC ad campaign budget. You can see the average cost for your ad to show on searches for a keyword.

For example, using the keyword planner to search for “www.clio.com”, below are the keywords that come up:

Clio keywords

We can see that the most popular search term is “pc law”, while a more specific keyword such as “software for attorneys” yields a lower volume. Generally speaking, more generic, broader keywords with higher search volumes will be more competitive and costly to bid on, while lower volume, long-tail keywords will be more affordable. 

For your keyword strategy, it’s a good idea to select a mix of popular and lower volume keywords to use in your PPC ads. This helps balance the cost of your total campaign spend. 

4) Cut costs by using different match types 

Law-related search terms can be expensive if you’re targeting general terms. Google Ads uses keyword match types,  which dictates when your ad shows up, depending on what gets searched. 

For example, you could use a “broad match” to show your ad to a wide audience or an “exact match” to target specific groups of potential clients. 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 match

Close variations of your selected keyword, related searches, and other relevant variations will trigger your ad being displayed to the user. With this type of matching, the exact keyword doesn’t necessarily have to be used in a user’s search.

Broad match modifier

With this type of matching, you’re able to include any keywords that are variations or close to your identified keyword using a + sign. These additional words can appear before, after, or between the terms. For example, if you want to target family lawyer cost in Maryland, you can add +rate or +price so that you capture any search terms that might use those words instead of “cost”. 

Exact match

Your ad will be shown in search results that are based on exact matches of your keyword, or close variations of that exact term with the same meaning.

Phrase match

Your ad will be triggered for matches of the phrase (or close variations of the phrase) with additional words before or after. For example, if “family lawyer in Maryland” is you keyword, you’ll show up for searches that include “best family lawyer in Maryland” and “family lawyer in Maryland reviews”.

5) Make sure you’re targeting your geographic location

Map of the United States

Do you practice in a specific area? You can save money on your PPC ad campaigns by only showing them to potential clients in the area that you practice. 

Set geographical parameters based on the user’s locations. You’ll be able to prevent your ad from showing up outside of your area. This also reduces the amount of money spent on clicks that will not convert into new business. This is especially helpful if your keywords have a high cost per click. 

You wouldn’t want to pay to advertise to potential clients in North Dakota if you’re a personal injury law firm in New York.

6) Use ad extensions 

Especially when time is of the essence, potential new clients want a call to quickly assess if you’re the right fit. Likewise, you want them to call you so that you can generate new business with the right type of audience. To make the experience easier for both sides, using Google ad extensions is a great solution. 

According to Google, they typically increase an ad’s click-through-rate by several percentage points. Extension formats include call buttons, location information, and links to specific parts of your website. 

If a potential client is quickly searching for an attorney on their smartphone, they’re going to click on the first one that has a phone number shown right in the ad. Clicking through to the website and searching for the phone number is too much work.

7) Make sure you’re advertising on mobile 

More and more consumers are getting smartphones and using them on a frequent basis. In 2019, the average amount of time smartphone users in the US spent on their device was 3 hours and 10 minutes per day. In addition, mobile searches make up more than half of searches on Google.com. For your PPC ad campaigns to make the biggest impact, ensuring they are set up for mobile is an important factor.

Previously, many law firms have shied away from Google Ad mobile PPC campaigns. This is because they can be complex and require a lot of time to manage properly. However, the relatively recent introduction of Google’s Enhanced Campaigns to the platform have made mobile ads much simpler to implement. 

Mobile PPC ads for lawyers can drive calls and mobile website visits. To make the most out of your law firm’s digital ad spend, Google outlines five mobile advertising strategies to help you capture customers on the go.

8) Optimize your law firm’s website 

Images of law firm websites

Your PPC ads can be very effective at bringing traffic to your law firm’s website. But if your website can’t provides answers to potential clients, they will not end up booking a call.

Why spend money on clicks if you don’t have an effective strategy to convert them into new business? 

To optimize your website for lead conversion, here are a few tips:

Make sure your copy is straight to the point

Google loves websites that provide immediate answers to user inquiries. While it’s tempting to create copy that appeals to a broad audience in order to attract more visitors, this approach often creates a poor user experience.

Use the same or similar keywords from your PPC ad campaigns in your content

There’s no need to fixate on volume. It’s quality over quantity. Focus on the best way to create content that drives education and conversion. 

Include consistent imagery and branding used in your PPC ad campaigns

Visuals are very important to add to your website because nothing encourages a visitor to bounce faster than encountering a massive wall of text. 

Read our list of the 20 best law firm websites for inspiration.

9) Review your analytics and perform regular testing 

legal analytics

Doing regular audits of your law firm’s PPC ad campaigns is absolutely crucial. It ensures your ads are being seen by the right audience, users are clicking through to your website, and you’re staying within budget. 

Google analytics will let you know which campaigns have been successful. It will also let you know which ones need to be further optimized or dropped altogether. When conducting your analysis, there are five metrics that will give you the best overview of performance and actionable insight.

Quality Score

This is Google’s way of measuring how relevant your keywords are compared to user searches. It ensures that searchers see relevant ads and have a positive experience. The factors that determine your Quality Score include the click-through rate of your ad, the relevance of the keyword and ad to the search query, and the quality of your landing page.

Click-Through Rate 

This is one of the most important factors in determining your Quality Score because it tells whether or not your ads are relevant to users. Low click-through rates indicate that your keywords or ad creative (or both) need to be improved.

Conversion Rate

This tells you the percentage of people who clicked your ad actually ended up completing your call-to-action on the landing page. Conversion rate is just as important as click-through rate. That’s because you don’t want to pay for clicks and traffic that don’t end up converting into business.

Cost Per Conversion 

One of your goals is to keep the cost to bring in new business as low as possible. If you have to pay more to gain a new client than that client is actually worth to your business, then that’s a poor return on investment.

Wasted Spend

This is a measure of how much money you’re not making good use of. It’s the amount of money wasted on ad clicks that are not converting. convert. The best way to reduce your wasted spend is by using negative keywords. Negative keywords allow you to filter out traffic that is irrelevant to your business and unlikely to convert.

So there you have it! You just covered the nine basic foundational elements to attorney pay per click advertising. It might seem daunting at first, but understanding digital advertising is an essential skill. It will help you obtain new business for your law firm on a continual basis. 

In order to grow your firm, you need a constant healthy pipeline of qualified prospects. To learn more about how to build a streamlined process for finding and converting new leads, check out our article “How to Generate a Healthy Pipeline of Qualified Leads”.

Categorized in: Marketing

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