PPC for Lawyers

Pay-Per-Click Advertising For Attorneys

Pay-per-click or PPC for lawyers drives targeted traffic to your law firm’s website. It’s a very effective form of digital advertising that can drastically increase inbound leads.

PPC is precise. This form of online advertising allows law firms to target the exact audience they want, giving the control to be as aggressive or as conservative as budgets — or caseloads — allow. Proper pay-per-click management can help you make the most out of that budget.

Doing this effectively requires an experienced Google Certified PPC management team that understands all of the intricacies of creating and managing effective PPC campaigns. Someone who doesn’t know what they are doing can burn through your budget very quickly.

How Does PPC Work?

Pay-per-click is a form of paid advertising. It gives you control over how often and for what types of searches your ads show up in the promotional area of search engine results pages (SERPs). Google Ads is one of the most popular services offering this specific form of advertising.

PPC for lawyers makes sense as part of a marketing strategy — you only pay when a visitor who is interested in your specific legal services clicks on it, hence the term “pay-per-click”.

No other online marketing program provides the level of flexibility of pay per click for law firms. We offer PPC programs to all types of practices, including divorce lawyers, personal injury lawyers, criminal defense lawyers, and many more.

Why Choose PPC Management from FORWARD Lawyer Marketing?

At FORWARD Lawyer Marketing, PPC for lawyers is what we do. We have managed many PPC advertising campaigns for all types of law firms over the years. We are ready to share our in-depth understanding of how Google AdWords campaigns for lawyers work and strategize on how we can make them work for your specific practice.

First, we consult with you and assess your law firm’s requirements. Then, we create, manage, and monitor campaigns specifically geared toward your practice areas. Everything is accountable, so you can make business decisions based on hard data. We have seen ROI dramatically increased and leads triple after taking over the management of our clients’ PPC campaigns. What would that do for the caseload of your law firm?

The demand for your legal services is already out there. With our law firm PPC management services, you can harness that interest to grow your practice and dominate your local market. Contact us today at (888) 590-9687 for a no-obligation consultation.

What does PPC management entail?

When you hire FORWARD Lawyer Marketing, we dedicate a PPC manager to carefully build your campaign. This type of personal attention ensures we produce the best possible results.

Your PPC manager will plan and execute a highly effective, timely, and cost-efficient PPC campaign that attracts new clients to your law firm. We will focus on the following key areas:

• Keywords: Based on your practice areas and legal services, we select relevant keywords to increase PPC ad visibility. We also use current data to put you in the best position for a successful campaign. For example, if you are a divorce & family lawyer, we can use information from other successful PPC for divorce lawyers campaigns we manage.
• Ad Content: We design compelling PPC ads to grab your target audience’s attention. If you are a personal injury lawyer and someone searches “auto accident attorney” in your area, we use relevant keywords in the ad content to speak directly to that prospective client.
• Landing Pages: We create professional landing pages with strong calls to action (CTAs) to improve conversion rates. If a potential prospect searches “best divorce lawyers” on Google, we want them to land on your divorce page and contact you for your services.
• Budgeting: We carefully allocate a budget to your PPC campaign, striking a balance between traffic volume and cost. PPC for attorneys can be very expensive if not managed correctly. Having an agency experienced in law firm marketing can improve efficiency and ROI — that is just one of the benefits of using our pay-per-click management services.
• Monitoring: We diligently monitor your campaign, systematically improving ad verbiage and reselecting keywords for better results over time. FORWARD Lawyer Marketing also provides detailed monthly reporting so you know your ROI. This includes traffic and conversion data.

The Benefits of Using Our PPC Management Services

FORWARD Lawyer Marketing is a law firm marketing agency with law firm clients nationwide. We are experts in pay-per-click management for law firms & attorneys. When we manage your PPC program, your practice will benefit in several ways, such as:

• Expand your Clientele: Whether you want to increase your client base or expand into a new practice area, our PPC management services can help you do just that. We have helped some of our clients expand their practice so much they have had to hire more lawyers to help with the caseload!
• Trustworthy Services: Your PPC campaign will be handled by an experienced Google Certified pay-per-click manager who understands how to generate results for law firms and knows your specific area of practice.
• Advertise Locally: Target clients located in certain cities or regions, or within a specific radius of your firm’s office using Google Ads. Literally, OWN your local area for your practice areas utilizing PPC while we work to build long-term organic traffic using search engine optimization.
• Reach Clients When They Need Your Services: Your law firm appears in search results when clients are searching for the exact legal services that you offer and with the right budget and properly selected keywords you’ll appear at the top.

You may ask, is PPC worth the investment? The answer depends on your practice area, competition, and goals. The right PPC strategy can deliver high-value cases and a strong return on investment, but it’s important to approach it strategically. Different practice areas—whether personal injury, DUI defense, or family law—require tailored campaigns to reach the right audience. With our experience and data-driven approach, we’ll help you make the best decision for your firm’s growth.

Lawyer PPC Services FAQS

How Do PPC Services Drive New Business Growth For Law Firms?

PPC (Pay-Per-Click) services drive new business growth for law firms by increasing their online visibility and attracting targeted traffic. Unlike organic search engine optimization, PPC campaigns provide immediate visibility in search engine results, which is crucial for law firms looking to generate leads quickly. When potential clients search for legal services, PPC ads appear at the top of search results, ensuring that your law firm is one of the first options they see.

This prime placement increases the likelihood of attracting clicks from users actively seeking legal assistance. Additionally, PPC campaigns can be finely tuned to target specific demographics, geographic locations, and even times of day, ensuring that your ads reach the most relevant audience. By driving highly targeted traffic to your website, PPC services can significantly increase the number of inquiries and consultations, ultimately leading to more retained clients and business growth.

What Role Does Keyword Selection Play In The Success Of PPC Campaigns For Law Firms?

Keyword selection is pivotal in the success of PPC campaigns for law firms, as it determines when and where your ads will appear. Keywords are the terms and phrases that potential clients use when searching for legal services. By selecting the right keywords, law firms can ensure their ads are shown to users who are actively looking for the services they offer.

Effective keyword research involves identifying high-intent keywords, which are terms that indicate a strong likelihood of the user needing legal services, that potential clients are likely to use, such as ‘personal injury lawyer near me’ or ‘best family lawyer in [city] ‘. These high-intent keywords are more likely to lead to a conversion, making them crucial for a successful PPC campaign.

Tools like Google Ads Keyword Planner help discover relevant keywords that have substantial search volumes and manageable competition levels. Including long-tail keywords, which are more specific and indicate a higher intent to hire legal services, can also improve campaign performance.

Furthermore, implementing negative keywords, which are terms or phrases that you don’t want your ads to show for, can prevent your ads from appearing in irrelevant searches, thus optimizing your budget by focusing only on potential clients. For instance, if you’re a family law firm, you might use ‘criminal’ as a negative keyword to avoid showing your ad to people looking for criminal lawyers. By carefully selecting and optimizing keywords, law firms can attract more qualified leads, increase their click-through rates, and achieve better ROI, driving new business growth.

How Do PPC Ads Improve Lead Generation For Law Firms?

PPC ads significantly enhance lead generation for law firms by providing immediate and prominent visibility in search engine results. This ensures that potential clients who are actively seeking legal services are captured. These ads are strategically placed above organic search results, making them one of the first options users see. This increased visibility drives a higher volume of traffic to the law firm’s website. PPC ads can be tailored with specific messaging that addresses the needs and pain points of potential clients, making them more compelling and likely to generate clicks.

Once potential clients click on a PPC ad, they are directed to a landing page designed to convert visitors into leads. These landing pages play a crucial role in the conversion process, providing clear and concise information about the legal services offered, client testimonials, and strong calls to action, such as contact forms or phone numbers for consultations.

By optimizing the user experience on these landing pages, law firms can significantly increase their conversion rates. The ability to track and measure the performance of PPC campaigns in real time allows law firms to continually refine their strategies, ensuring the best possible return on investment and driving consistent lead generation.

How Does Targeting Specific Demographics And Locations Enhance The Effectiveness Of PPC Campaigns For Law Firms?

Targeting specific demographics and locations is a critical strategy in enhancing the effectiveness of PPC campaigns for law firms. By narrowing the focus of their ads to particular demographics, such as age, gender, income level, or specific interests, law firms can ensure that their ads are shown to individuals who are more likely to require their services. For example, a family law firm may target ads toward individuals aged 25-45, who are more likely to be dealing with issues related to divorce or child custody.

Geographic targeting allows law firms to focus their advertising efforts on specific locations where they operate or where they want to expand their client base. Geo-targeting can be particularly effective for law firms that serve local or regional clients. By targeting ads to appear only in relevant geographic areas, law firms can avoid wasting ad spending on clicks from users outside their service area. Additionally, localized ads can include specific keywords and phrases that resonate with the local audience, such as “personal injury lawyer in [city].”

This precise targeting ensures that the PPC budget is used efficiently, reaching the right audience at the right time and maximizing the potential for converting clicks into new clients. As a result, law firms can achieve better ROI from their PPC campaigns, driving new business growth more effectively.

What Are The Critical Components Of A High-Converting PPC Ad For Law Firms?

The critical components of a high-converting PPC ad for law firms include

• a compelling headline
• a clear and relevant description
• appropriate keyword usage
• a solid call to action (CTA)

The headline should immediately grab the attention of potential clients and include primary keywords that match their search queries, such as “Top Rated Personal Injury Lawyer in [City].”

The description needs to provide concise and persuasive information about the services offered, highlighting the law firm’s unique value proposition. Your description could include

• aspects like free consultations
• a track record of successful cases
• specialized expertise in a particular area of law

Including keywords naturally within the description improves ad relevance and increases the chances of the ad being shown for relevant searches.

A strong CTA is essential to guide potential clients on the next steps, whether it’s calling the law firm, scheduling a consultation, or visiting the website for more information. Phrases like ‘Call Now for a Free Consultation’ or ‘Get Legal Help Today’ can encourage immediate action. Additionally, utilizing ad extensions, such as location extensions that show your address, call extensions that allow users to call you directly from the ad, and site link extensions that direct users to specific pages on your site, can provide more information and improve the ad’s visibility and click-through rate.

By crafting ads with these elements, law firms can create high-converting PPC campaigns that drive targeted traffic, generate quality leads, and ultimately contribute to new business growth.

How Do Continuous Monitoring And Optimization Of PPC Campaigns Contribute To The Growth Of Law Firms?

Continuous monitoring and optimization of PPC campaigns are crucial for maximizing their effectiveness and driving new business growth for law firms. PPC is not a set-and-forget strategy; it requires ongoing attention to ensure that the campaigns are performing at their best. By regularly analyzing key metrics such as click-through rates (CTR), conversion rates, cost per click (CPC), and return on ad spend (ROAS), law firms can gain valuable insights into the performance of their ads.

Adjustments based on this data can include refining keyword lists, modifying ad copy, adjusting bids, and experimenting with different targeting options. For example, if specific keywords are not performing well, they can be replaced with more relevant ones. If certain ads have higher conversion rates, similar ad copy can be used across the campaign to improve overall performance.

A/B testing different versions of ads and landing pages can also help identify what resonates best with the target audience. This iterative process of testing and optimization ensures that the law firm’s PPC budget is used efficiently, targeting the most promising leads and reducing wasted spend.

By maintaining a proactive approach to campaign management, law firms can continually improve their PPC strategies, leading to more effective lead generation, higher conversion rates, and sustained business growth.

What Advanced Strategies Can Be Used In PPC Campaigns To Maximize Business Growth For Law Firms?

Advanced strategies in PPC campaigns can significantly maximize business growth for law firms by enhancing targeting precision, increasing engagement, and improving conversion rates. One such strategy is remarketing, which involves targeting ads to users who have previously visited your website but did not convert. This approach keeps your law firm top-of-mind and encourages potential clients to return and complete a desired action, such as scheduling a consultation.

Another advanced strategy is leveraging lookalike audiences, particularly on platforms like Facebook Ads. Lookalike audiences are created based on the characteristics of your existing clients, allowing you to target new users who are similar to your best-performing client base. This can expand your reach to a highly relevant audience that is more likely to need your services.

Utilizing dynamic search ads (DSAs) can also be beneficial. DSAs automatically generate ad headlines and landing pages based on the content of your website, ensuring that your ads are highly relevant to search queries. This can save time and improve ad performance by aligning your ads more closely with user intent.

Implementing call and conversion tracking allows law firms to measure the effectiveness of their PPC campaigns accurately. By tracking which keywords and ads lead to phone calls and form submissions, law firms can allocate their budget to the most effective strategies and optimize their campaigns for better ROI.

Lastly, advanced bid strategies, such as automated bidding, can adjust bids in real time based on the likelihood of conversion. This can help law firms maximize their ad spend by focusing on the most profitable clicks. By incorporating these advanced strategies, law firms can enhance their PPC campaigns, drive more qualified leads, and achieve sustained business growth.

PPC Management for Law Firms: Get Started Today

PPC for attorneys can be very costly. Some of that is due to the competitive nature of the industry, but costs skyrocket when someone inexperienced is managing your campaign. Especially if you’ve been dismayed at the ROI of a DIY approach, give us a try.

With FORWARD Lawyer Marketing, you can leverage our experience working with law firms nationwide to get the most out of your law firm PPC campaign investment. Contact us today at (888) 590-9687 to schedule a time to discuss how digital marketing strategy could help grow your law firm.

(Updated 1/30/2025)