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PPC For Law Firms

Step Out from the Competition and Attract New Clients with PPC Advertising

Jason Hennessey BY: Jason Hennessey
Founder, CEO, & Author of "Law Firm SEO"
In This Guide:
  • The Complete Guide to PPC for Law Firms
  • The Fundamentals of PPC Advertising
  • What Can PPC Ads Do for Your Business?
  • How to Run PPC Ads for Your Law Firm
  • Best PPC Advertising Platforms
  • Get Started with PPC Ads Services
  • Law Firm PPC Guide
  • Frequently Asked Questions

The Complete Guide to PPC for Law Firms

When it comes to law firm marketing, there are many options available. From search engine optimization (SEO) to content marketing, there’s more than one way to get clients. Pay-per-click (PPC) advertising is another type of marketing that can be used to generate website traffic and leads.

So, let’s dig into what PPC marketing is and how it could benefit your law firm.

  • The Fundamentals of PPC Advertising
  • What Can PPC Ads Do for Your Business?
  • How to Run PPC Ads for Your Law Firm
  • Best PPC Advertising Platforms
  • Get Started with PPC Ads Services

The Fundamentals of PPC Advertising

All law firms can benefit from strategic advertising. Google Ads and other PPC platforms can provide immediate visibility, and your potential clients are searching right now! Learn the ins and outs of PPC marketing for your business.

What is Law Firm PPC Advertising?

About Pay Per Click Advertising Services

Law firm PPC advertising is a digital marketing approach where law firms pay a fee each time their ad is clicked on by a user. Instead of trying to earn those visits organically, PPC allows you to essentially buy visits to your website. These ads can appear on search engines, social media platforms, and various websites, targeting users that are actively seeking legal services or information.

Benefits of Law Firm PPC Marketing

There are many advantages to employing PPC advertising for your law firm, from immediate visibility to precisely targeted ads. With the right strategy, your ads can be in front of potential clients in a matter of hours.

Here’s a breakdown of the top benefits of PPC advertising for law firms:

Immediate Results:

Unlike organic strategies, which take time to build, PPC campaigns can deliver instant traffic and conversions as soon as they're launched.

Highly Targeted Traffic:

With PPC, you can target specific keywords, demographics, and geographical locations, ensuring that your ads are seen by the most relevant audience.

Budget Control:

PPC advertising allows law firms to set daily and monthly budgets. This ensures that you never spend more than you're comfortable with, and you can adjust your spending based on performance.

Flexibility:

PPC campaigns can be easily adjusted, paused, or optimized based on performance data. This allows for real-time improvements and adaptability to market changes.

Trackable ROI:

With PPC, every click, conversion, and penny spent can be tracked. Platforms like Google Ads provide detailed analytics, allowing law firms to measure the success of their campaigns and optimize for better performance.

Competitive Advantage:

In competitive legal markets, waiting for organic rankings might not be an option. PPC can position your firm at the top of search results, ensuring visibility even in saturated markets.

By harnessing the power of PPC advertising, you can quickly and effectively reach your target audience, convert potential clients, and achieve measurable results.

What Can PPC Ads Do for Your Business?

In the simplest of terms, PPC advertising allows you to buy immediate traffic to your website. This means no waiting around for your SEO to “work,” for your social media posts to get found, or for your networking events to pay off.

PPC may cost more than other marketing strategies, but it can be much more efficient. This is why many law firms choose to invest in PPC ads: they want to see results ASAP.

PPC Ads Allow You To…

  • get found by people who are already searching for services like yours
  • “outrank” your closest competitors, especially while you are waiting for SEO to pay off
  • always win on your branded terms so no one else can own your narrative
  • generate relevant, highly-targeted leads, who are more likely to become new clients

Sometimes You Gotta Pay to Play

PPC advertising helps law firms generate more leads online.

Tired of not seeing results from your marketing efforts? It might be time to step things up a notch. Hennessey Digital helps law firms drive more leads and inquiries with PPC advertising, including Google Ads, YouTube Ads, and more.

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How to Run PPC Ads for Your Law Firm

Running successful PPC ads for your law firm can be quite complex, especially if you aren’t yet familiar with ad platforms. It requires planning, strategy, and continuous improvement to ensure the best results. That’s why many law firms decide to work with a PPC ads agency.

However, there are a few basic steps you can follow to get started with PPC ads.

Set Up PPC Ads in 5 Steps

  1. Start by identifying clear and measurable goals for your law firm’s SEO content strategy. These goals might include increasing organic website traffic, improving search engine rankings for specific keywords, generating leads, or enhancing your firm’s online reputation.
  2. Use tools like Google Keyword Planner to identify keywords potential clients might use to find your services. Review the competition for your chosen keywords to ensure you can compete effectively.
  3. Write concise and enticing ad copy that highlights your firm’s unique selling points. Make use of ad extensions, like call extensions, to provide potential clients with more information.
  4. While Google Ads is the most popular, don’t overlook other platforms like Bing Ads or even Facebook Ads for retargeting. Choose the right geographical locations, set ad schedules, and select device preferences. For law firms, local targeting is crucial.
  5. Keep an eye on your campaign’s performance metrics, including click-through rates, conversion rates, and average cost-per-click. Based on the data, make necessary adjustments to keywords, ad copy, bids, and landing pages. Continual optimization ensures you get the best ROI on your ad spend.

Work With Hennessey Digital for Law Firm PPC Marketing

Hennessey Digital can help you maximize your firm’s online visibility through effective SEO strategies.

Our law firm digital marketing experts will work with you to conduct thorough keyword research, create quality content, streamline your website’s look and structure, build high-quality backlinks, implement local SEO strategies, and regularly track your site’s data using cutting-edge web analytics tools.

Take the first step in boosting your online presence in even the most competitive markets. Contact the SEO experts at Hennessey Digital for a free consultation. Then, outpace your rivals by reaching more potential clients than ever before!

Best PPC Advertising Platforms

When most lawyers think of “PPC,” they think of Google Ads. And this is to be expected, given that many law firms are already investing in SEO services/strategies for Google Search. If you are already doing SEO, you have likely seen Google Ads in the search results.

However, there are many different PPC advertising platforms available to businesses.

Here are a few of the best PPC ads platforms to use for your law firm.

Google Ads (formerly Google AdWords)

Google Ads is the world’s leading PPC advertising platform, allowing businesses to display their ads on Google’s search engine results pages (SERPs). With its vast reach, law firms can target users based on search queries (i.e. “keywords”), interests, demographics, and more. Google Ads offers a variety of ad formats, including search ads, display ads, video ads, and others.

Microsoft Advertising (formerly Bing Ads)

Microsoft Advertising is the advertising platform for the popular search engine, Bing. Although it has a smaller market share than Google, Bing Ads often offers lower cost-per-click and less competition. The platform offers similar features to Google Ads, making it a valuable addition to a comprehensive law firm PPC strategy.

Facebook Ads

Facebook Ads allow advertisers to display ads on Facebook and Instagram. Given Facebook’s extensive user data, advertisers can achieve precise targeting based on demographics, interests, behaviors, and more.

LinkedIn Ads

LinkedIn Ads is the go-to PPC platform for B2B marketers. As a professional networking site, LinkedIn allows advertisers to target users based on their job title, industry, company size, and other career-related criteria. Given its niche audience, LinkedIn is particularly effective for law firms aiming to reach corporations and/or business owners.

YouTube Ads

YouTube Ads allow businesses to display promotional content either directly within or alongside videos on the platform. Law firms can target their ads based on user demographics, interests, search history, and more. With its vast and engaged user base, YouTube Ads offer law firms an effective way to increase brand awareness, promote services, and drive traffic to their websites.

Get Started with PPC Ads Services

At Hennessey Digital, we offer a range of PPC management, setup, and optimization services to help you reach more clients. From Google Ads to YouTube Ads to Facebook Ads and beyond, we are here to support you in all your PPC advertising efforts.

PPC Marketing Services

PPC Keyword Research

PPC involves more than just “boosting” a post – it takes an understanding of the data to get it right. We identify the “must win” keywords for your ad targeting, with the goal of attracting the right audience who are most likely to turn into new clients. All without blowing your marketing budget.

Ads Account Setup

Setting up a new ads account can be complicated. No matter the platform, we can help you get set up with PPC ads, without missing out on any of the important details. Let us set up your ad targeting, keyword selects, negative keywords, radius, and more to reach the most viable leads for your business.

Creative Services

Not a writer? No problem! Leave the copywriting and design work to us. We will design ad creative to catch the attention of your ideal clients and craft amazing copy to entice clicks.

Optimization & Management

We don’t take a “set it and forget it” approach to PPC ads. We constantly monitor your ads for performance, ensuring you’re getting the best results for your budget. If something isn’t working well, we adjust it. We manage your ads budget as we would our own: with care and attention to detail.

Law firms that want to dominate the legal market look to Hennessey Digital as their digital marketing and law firm SEO partner to get more quality leads and signed cases.

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Law Firm PPC Guide

Want to generate more qualified leads online? This step-by-step guide will help you navigate law firm pay-per-click advertising on Google and other search engines to get the most out of your PPC budget and analytics.

  • Law Firm Digital Advertising Discover strategies and platforms where paid advertising for your law firm can be effective and significantly impact your growth.
  • Google Ads for Law Firm Advertising for lawyers is a competitive space, but when done properly, can be an effective tool in your marketing mix to increase your online visibility and reach your growth goals.

Meet the Author of ‘Law Firm SEO’

Meet Jason Hennessey – the driving force behind Hennessey Digital. As founder and CEO, Jason wears many hats - he's an entrepreneur, a globally recognized SEO expert, an author, a sought-after speaker, a podcast host, and a business coach. With a reputation as a National Law Review go-to thought leader, Jason is known for his law firm growth and digital marketing expertise, SEO know-how, and never-ending interest in the Google algorithm.

Since launching Hennessey Digital in 2015, we've worked with many great law firms, large and small. Our clients place their trust in our team, recognizing Hennessey Digital as a strategic partner in their business growth.

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Client Testimonial

Knowing that Jason Hennessey and his team do what they do has allowed me to make the moves that I’ve made in my career.”

- Michael Simmrin
Jason Hennessey
Work With Hennessey Digital for Law Firm PPC

We partner with law firms looking to achieve more with their marketing. If you’re ready to generate more traffic and leads with PPC, we’d love to work with you. Contact us to learn more about our law firm PPC marketing.

Frequently Asked Questions

Q

What is the Primary Benefit of Using PPC Advertising for a Law Firm?

A

While there are many benefits to using PPC advertising for your law firm, the most profound benefit is immediate visibility. As soon as your ad goes live, you can begin reaching potential clients and landing high rankings in search engines. This occurs much faster than organic methods, such as SEO or content marketing.

Q

Does Google Ads Work for Lawyers?

A

Yes! Given that most potential clients use search engines (namely, Google) to search for legal services, Google Ads can be a great way for lawyers to attract new clients. PPC advertising with Google Ads can be a smart complement to an existing search engine optimization strategy.

Q

How Much Do PPC Ads Services Cost?

A

The cost of PPC ad services can vary depending on the platform, competition level, targeting, and a range of other factors. Google Ads, the most popular PPC platform, can cost $50, $100, or even more per click on competitive keywords. Most PPC advertising agencies charge for setup and management costs as well. Expect to pay $1,000 to $10,000/month on PPC ads as a small law firm, and $10,000 to $100,000/month for a large law firm.

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