How to Start a Pay Per Click (PPC) Campaign for Your Law Firm

When it comes to law firm marketing, sometimes you gotta pay to play. By that we mean, Pay Per Click (PPC) — a type of advertising that allows you to get in front of more potential clients with paid ads!

But running a PPC campaign requires proper planning, strategy, and ad development. If you’re new to PPC, you might not know where to start. Fortunately, we’re breaking down the essentials to starting a PPC ad campaign for your law firm.

Types of PPC Campaigns for Law Firms

PPC Advertising is a category of digital advertising that involves running paid ads, and this can include ads across a variety of channels. “PPC” is not synonymous with Google Ads, though Google Ads is one example of a PPC marketing channel.

In fact, there are many types of PPC campaigns, and they can serve slightly different purposes.

How to Start a Search (Google or Bing) Ads Campaign

“Search Ads” — i.e. paid ads that are displayed in search engines — are the most popular form of ads for law firms. Google Ads and/or Bing Ads can be used to rise above your competitors in the result results, driving more traffic and leads.

Here’s how to get started with a Google Ads or Bing Ads campaign:

1. Create an Account

For Google Ads, go to ads.google.com and sign in or create an account.

For Microsoft (Bing) Ads, go to ads.microsoft.com.

2. Set Your Campaign Goals

Define the campaign goals for your law firm, whether that’s website visits, calls, or email sign-ups.

Then, select the Search Campaign option for ads displayed in search engine results.

3. Input Your Campaign Details

Set a name for the campaign. Then, choose the networks where you want your ads to appear (Google/Bing search results or partner networks).

4. Select Your Targeting Parameters

Within Google Ads or Bing Ads, set your target locations, languages, and demographics. Consider adding advanced targeting options based on user devices or audiences.

5. Set Your Budget and Bidding Strategy

Set a daily or monthly budget for the campaign.

Then, choose your “bidding strategy”:

• Manual Cost Per Click (CPC): where you set a maximum cost-per-click bid. This gives you control over how much you’re willing to pay per click. Ideal option if you want to control costs directly.
• Enhanced CPC: where Google or Bing adjusts your manual bids slightly higher or lower based on the likelihood of a click leading to a conversion. This helps maximize conversions.
• Automated: where Google or Bing sets bids automatically to achieve a specific goal, like maximizing clicks, conversions, or return on ad spend (ROAS). Ideal for optimizing performance without manual adjustments (but offers less control over your ad spend).

6. Choose Target Keywords

Brainstorm and research keywords based on the interests/needs of your target audience. Consider your local market and the legal services you offer.

Use the Keyword Planner in Google Ads or Microsoft Ads to find keyword suggestions and their estimated costs.

7. Write Your Ad Copy

Write individual ads based on your target keyword(s), including a headline, description, and call-to-action (CTA) for each. Include your target keyword(s) in your ad copy in order to appeal to people searching for those terms.

An example Google Ad may look like this:

8. Set Up Ad Extensions

Add ad extensions like sitelinks, https://support.google.com/google-ads/answer/6079510?hl=en, and location to increase visibility and provide extra information to users. There are many more ad extension options available with Google Ads.

H3> 9. Review, Launch and Monitor Your Ads

Double-check campaign settings, ad copy budget, and targeting. Once ready, launch your campaign and your ad(s) will go live. You can monitor the performance (impressions, clicks, etc.) in the respective Google Ads or Bing Ads analytics dashboards.

How to Start a Meta (Facebook or Instagram) Ads Campaign

Meta Ads allows you to run ads on the leading social media platforms, Facebook and Instagram. If your prospective clients are likely to use Facebook or Instagram to search for/discover legal services, you might want to advertise on these platforms!

Here’s how to get started with a Meta Ads (Facebook or Instagram) campaign:

1. Create a Meta Business Manager Account

Whether you plan to run Facebook or Instagram ads, you will need to go to business.facebook.com and create a Business Manager account.

2. Set Your Goals

In Ads Manager, choose a goal, like brand awareness, traffic, engagement, or conversions.

3. Input Your Campaign Details

Set a name for the campaign. Choose whether to run an A/B test or a Campaign Budget Optimization (this automatically manages your campaign budget to get you the best results), if desired.

4. Set Your Target Audience Parameters

Define your target audience based on demographics, location, interests, and/or behaviors.
Use Custom Audiences to retarget previous website visitors or Lookalike Audiences to find similar users.

5. Set Your Budget and Ad Schedule

Set a Daily or Lifetime budget for your campaign:

• Daily Budget: The amount Meta will aim to spend each day on your campaign. Ads Manager will try to deliver ads up to that limit daily, ensuring steady daily exposure.
• Lifetime Budget: The total amount Meta will spend over the entire duration of your campaign. With a lifetime budget, Ads Manager optimizes spending to balance performance throughout the campaign

Next, choose start and end dates for your ads.

6. Select Your Ad Placements

Select Automatic placements or Manual placements to choose specific locations on each platform, such as only Instagram Feed or Facebook Stories.

• Automatic Placements (Recommended): This is where Meta distributes your ads across all available placements—such as Facebook Feed, Instagram Stories, Messenger, and Audience Network—to maximize reach and optimize performance based on your campaign objective.
• Manual Placements: This is where you select the specific platforms or placements for your ads. This option is useful if you want more control over where your ads appear.

7. Create Your Ad(s)

Finally, choose your ad format. Your options include a single Image, Carousel, Video, or Slideshow.

Write compelling ad copy, add visuals, and include a clear CTA to entice people to contact your firm.

An example Facebook Ad may look like this:

8. Review, Launch and Monitor Your Ads

Preview how your ad will appear across platforms. Once ready, set your ad to go live. You can monitor the performance of your campaign through Ads Manager analytics.

How to Start a LinkedIn Ads Campaign

LinkedIn is the best platform for law firms looking to reach more business clients. For example, if you practice Contract Law, Corporate Law, or the like, targeting business owners may be the way to go. LinkedIn Ads allows you to reach business owners based on industry, title, location, and other parameters.

Here’s how to get started with a LinkedIn Ads campaign:

1. Create a LinkedIn Campaign Manager Account

Go to LinkedIn Campaign Manager and set up a new account.

2. Set Your Campaign Goals

Select a goal for your campaign, such as brand awareness, website visits, or lead generation.

3. Choose an Ad Type

Name the campaign and select an ad type based on your objective(s).

4. Set Your Target Audience

Choose a target audience based on job titles, industries, company size, education, location, and/or LinkedIn groups. You can use Matched Audiences to retarget past site visitors or an existing contact list.

5. Set Your Budget and Bidding Strategy

Set a daily or lifetime budget for the campaign.

Choose a bid type, such as cost-per-click (CPC) or cost-per-impression (CPM):

• Cost-Per-Click (CPC): where you pay each time someone clicks on your ad. This is ideal if your goal is to drive traffic to your website or landing page. CPC bidding helps control costs because you only pay for actual engagement (clicks).
• Cost-Per-Impression (CPM): where you only pay per 1,000 impressions, regardless of clicks. CPM bidding is best if your goal is to maximize visibility or brand awareness, as it focuses on showing your ad to as many people as possible rather than driving clicks.

6. Create Your Ad Content

Select an ad format for your LinkedIn Ad. This might include a single Image, Video, Carousel, or Text ad.

Add eye-catching media (if running an image-based or video-based ad), engaging content, and a clear CTA to entice users to contact your firm.

An example LinkedIn Ad may look like this:

7. Review, Launch and Monitor Your Ads

Review your ad to make sure the targeting, ad budget, and content align with your goals.

Once ready, launch your campaign and monitor performance using LinkedIn’s Campaign Manager analytics.

How to Start a YouTube Ads Campaign

YouTube Ads are a great medium through which law firms can drive traffic, leads, and engagement with video ads. If your prospective clients are using YouTube to search for legal information and/or legal services, YouTube Ads might be a great advertising platform for your firm.

Here’s how to get started with a YouTube Ads campaign:

1. Create an Account

First, create or log into your YouTube channel for your law firm. Then, go to ads.google.com and sign in or create an account. Next, link the Ads account to your YouTube channel.

2. Set Your Campaign Goals

Choose a goal for your YouTube Ads campaign such as leads or website traffic. Then, select Video as the campaign type.

3. Input Your Campaign Details

Set a name for the campaign. Then, select your video ad format:

• Skippable in-stream ads: These ads play before, during, or after a video and can be skipped after 5 seconds.
  Non-skippable ads: These ads are typically 15 seconds or less and cannot be skipped, ensuring full ad exposure. They are best for brand awareness campaigns where you want to ensure viewers watch the entire ad.
• Bumper ads: These are short, 6-second non-skippable ads that play before a video. They are quick, memorable messages that build brand awareness.

4. Select Your Targeting Parameters

Define your target audience demographics, interests, and other criteria. Then, set placement targeting if you want to appear on specific channels or videos.

5. Set Your Budget

Set a daily or campaign total budget. Then, choose your bidding strategy:

• Cost-per-view (CPV): where you pay each time someone watches at least 30 seconds of your ad (or the full ad if it’s shorter than 30 seconds) or interacts with it (clicks, etc.).
• Target CPM (Cost-Per-Thousand-Impressions): where you pay based on every 1,000 impressions (views without necessarily watching the full ad). YouTube optimizes delivery to meet your target CPM.

6. Upload Video and Create Your Ad

You will need to record a video to accompany your ad. The video should relate to your campaign objective and target audience. Consider adding text and graphics to your video to up the “wow” factor.

Once done, upload your video to YouTube.

Then, add a headline, description, CTA buttons, and end screen to round out your ad.

An example YouTube Ad may look like this:

7. Review, Launch and Monitor Your Ad

Double-check the targeting and bidding settings for your video ad. Make sure the video has been uploaded correctly and that the headline, description, and video text are free of spelling errors.

Launch your campaign and then monitor performance through the Google Ads analytics dashboard.

How to Start a TikTok Ads Campaign

TikTok is a great advertising platform for businesses looking to reach a younger audience. This might be particularly well-suited for DUI attorneys, personal injury attorneys, or criminal defense attorneys.

Here’s how to get started with a TikTok Ads campaign:

1. Create a TikTok Ads Account

Go to ads.tiktok.com to sign up for a TikTok Ads account.

2. Set Your Campaign Goals

Define the campaign goals, whether that’s website visits, calls, or email sign-ups.

3. Input Your Campaign Details

Name your campaign. Then, set a daily or monthly budget for the campaign.

4. Select Your Targeting Parameters

Set your ad targeting based on audience demographics, interests, and/or behaviors. You can use TikTok’s Custom Audience features for retargeting or creating lookalike audiences.

5. Set Your Bidding Strategy

Choose your “bidding strategy” for your ads:

• Cost-Per-Click (CPC): where you pay each time a viewer clicks on your ad. This is best for campaigns focused on driving website traffic or other direct actions (like phone calls).
• Cost-Per-Thousand-Impressions (CPM): where you pay per 1,000 impressions, regardless of whether viewers click on the ad. This is best for brand awareness campaigns where the goal is to reach as many people as possible.
• Cost-Per-Action (CPA): where you pay when a specific action (e.g., sign-up or form completion) is completed by the viewer. This is best for conversion-driven campaigns where the goal is to drive leads.

6. Create Your Ad

You will need to record a video to accompany your TikTok ad. The video should relate to your campaign objective and target audience. Choose an ad format like in-feed video ads, branded hashtags, or challenges. Consider adding text and graphics to up the appeal of your ad.

Then, add a headline, description, and CTA.

An example TikTok Ad may look like this:

7. Review, Launch and Monitor Your Ads

Review your ad settings, video, text, budget, and targeting. Once ready, launch your campaign and your ad will go live. You can monitor performance in the TikTok Ads Manager and make adjustments if needed.