11.05.2024 Rob Timmermann

PPC For Lawyers: What Law Firms Need to Know About Google Ads

Gone are the days when clients first met attorneys with a handshake. Now, that first encounter usually happens via Google. If you’re a lawyer trying to grow your client base, pay-per-click (PPC) advertising is a powerhouse tool you can’t ignore. Keep reading as we break down the different types of Google Ads, show you how to zero in on your ideal clients, and share some insider tips to help you craft a PPC campaign that really delivers.

Understanding the Basics of PPC for Lawyers

Pay-per-click advertising is a model of digital marketing in which law firms pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Here’s a basic breakdown of the process:

You create ads for your law firm and choose keywords related to your services.
When someone searches for those keywords on Google, your ad may appear at the top or bottom of the search results page.
If the searcher clicks on your ad, they’re directed to your website or landing page.
You pay Google for that click, regardless of whether the person becomes a client.

The beauty of PPC for lawyers lies in its precision. You’re not casting a wide net and hoping to catch a few fish; instead, you’re targeting individuals who are already in the market for legal services.

Lawyer Advertising Rules

Now, when it comes to running Google Ads, law firms need to follow specific rules. These guidelines, set by the American Bar Association (ABA) and state bar associations, are in place to protect consumers and maintain the legal profession’s integrity.

Truthfulness: All advertising must be truthful and not misleading. This includes any claims about your services, expertise, or results.
Specialization: Be cautious about claiming to be a specialist unless you’re certified by an appropriate organization.
Disclaimers: Many states require specific disclaimers on lawyer advertisements. For example, you may need to state that past results don’t guarantee future outcomes.
Confidentiality: Ensure that your ads don’t violate client confidentiality, even indirectly.
Solicitation Rules: Be aware of rules regarding direct solicitation of clients, which can apply to targeted online ads.
State-specific Rules: Some states have specific rules about the content of lawyer ads, such as font size requirements or prohibitions on certain types of content.

Complying with these rules isn’t just about avoiding legal trouble—it’s crucial for maintaining your professional reputation. While Google offers tools to help you stay compliant, like location targeting and ad scheduling, the ultimate responsibility is yours.

Non-compliance can result in disciplinary action from your state bar, which could be far more costly than any potential gains from aggressive advertising.

Key Benefits of PPC for Lawyers

Let’s explore some of the key benefits that make PPC such a powerful tool in the legal industry.

Targeted Reach

One of the biggest advantages of PPC for lawyers is the ability to reach a highly targeted audience. Unlike traditional advertising methods, PPC allows you to display your ads specifically to people actively searching for legal services in your practice area and location.

For example, if you’re a personal injury lawyer in Chicago, you can set your ads to appear when someone searches for “Chicago personal injury attorney” or “car accident lawyer near me” while in the Chicago area.

This level of targeting ensures that your marketing budget is spent on reaching clients who already know they need your services.

Demographics: Target based on age, gender, household income, and more.
Location: Target specific cities, regions, or even a radius around your office.
Device: Focus on users searching on mobile devices, which can be crucial for urgent legal needs.
Time: Schedule your ads to appear during your office hours or when you’ve noticed higher engagement rates.

Immediate visibility

In contrast to search engine optimization (SEO), which can take months to yield results, PPC offers immediate visibility for your law firm. As soon as your campaign is approved and launched, your ads can start appearing at the top of search results.

When someone has just been in a car accident, is facing criminal charges, or is dealing with a sudden lawsuit, being visible at the top of search results can be the difference between gaining a new client and losing them.

Measurable results

Another advantage of PPC over traditional advertising methods is the wealth of data it provides. Google allows you to track virtually every aspect of your campaigns, including:

How many times your ad was shown
How many people clicked on your ad
The percentage of people who clicked after seeing your ad
The percentage of clicks that resulted in a desired action (e.g., filling out a contact form)
How much you’re paying for each click
How much you’re spending to acquire each new client

This makes it much easier to see which keywords are performing well, which ad copy is resonating with potential clients, and which landing pages are converting visitors into leads.

Enhanced Online Presence

PPC can also help you quickly test different messaging and value propositions. By running A/B tests on your ad copy, you can gain valuable insights into what resonates with your target audience. These insights can then be applied to other areas of your marketing, such as your website content and offline advertising.

Google Ad Types & How They’re Different

Google offers a wide array of ad formats, each with its own unique advantages.

Search Ads

Search Ads are the classic text-based ads that appear at the top of search engine results pages (SERPs). They resemble standard search result listings, displaying the law firm’s name, page title, and meta description.

The power of Search Ads lies in their ability to reach people who are actively seeking legal assistance. By typing in a relevant query, these individuals have already expressed interest, making them more likely to click on your ad and become potential clients.

Several factors determine the performance of your Search Ads, including:

Expected click-through rate: The likelihood of people clicking on your ad
Relevance to search intent: How well your ad aligns with what the user is looking for
Landing page relevance: The relevance and usefulness of your website to the searcher

Local Service Ads

In contrast to traditional text-based search ads, Local Service Ads feature prominent law firms at the top of Google search results. These ads showcase key information, including the firm’s name, location, ratings, and contact details.

Several status badges can appear on these ads, each indicating a different level of screening:

Pre-Badge: Law firms that have started the screening process but haven’t completed it can still advertise without a badge.
Google Screened: A green checkmark indicating the law firm has passed Google’s background and license checks.
Google Guaranteed: A white checkmark on a green background, showing the firm has undergone a more rigorous screening process and offers a $2,000 guarantee of satisfactory service.
License Verified by Google: A green checkmark verifying the firm’s professional licenses.

Not only do these verification badges help build trust with potential clients, but the ad is designed for the reader to call or message your law firm with a single click (which means more highly qualified, case-ready leads.)

Display Ads

Another type of ad format is Display Ads, which differ from search ads in their approach. Instead of being triggered by specific keyword queries, display ads use visual elements like images, graphics, and video to capture users’ attention as they browse the internet.

Display ads can appear in various formats, such as:

“Banner ads,” which are horizontal or vertical ads that appear at the top, bottom, or sides of a webpage.
Interstitial ads. Full-screen ads that appear between pages or during natural transition points in an app.
Ads that play before, during, or after video content on platforms like YouTube.
Interactive ads that include elements like animations, games, or expandable features.

The power of display advertising lies in its overall reach. Even if someone doesn’t click on your ad, seeing it over and over again can help build brand awareness and keep your law firm top-of-mind.

So, while display ads may not have the same direct response rate as search ads, they can still be highly effective at driving valuable actions like website visits, consultation requests, and phone calls.

Retargeting Ads

Retargeting, also known as “Google Remarketing,” is a PPC strategy that allows law firms to reconnect with potential clients who have already shown interest in your services.

Here’s how it works:

Someone visits your law firm’s website.
A small piece of code (called a cookie) is placed on their browser, which adds them to a remarketing list.
As that person browses the internet and visits other websites that are part of the Google Ads network, they will start seeing your retargeted ads.

Retargeting ads are incredibly powerful because they allow you to stay top-of-mind with people who have already expressed interest in your legal services. Even if they didn’t convert on their initial visit, retargeting gives you another chance to get them to take action.

For example, let’s say a potential client searches “personal injury lawyer near me” and visits your website but doesn’t schedule a consultation. With retargeting, you could serve them an ad reminding them of your expertise in personal injury cases and offering a free case evaluation, enticing them to come back and get in touch.

How Law Firms Can Create a Successful Google Ads Campaign

When it comes to PPC, showing up is only half the battle. To truly succeed, you need to convert those clicks into clients. Here are some best practices to help you maximize your conversion rates and get the most out of your PPC campaigns:

Write Compelling Ad Copy

The ad copy is your first (and sometimes only) chance to make an impression on potential clients.

Highlight your Unique Value Proposition

What sets your firm apart? Whether it’s years of experience, a specialty in a particular area of law, or a track record of successful cases, make sure this stands out in your ad.

Use Strong, Action-oriented Language

Encourage potential clients to take action with phrases like “Get expert legal advice now” or “Protect your rights today.”

Include Relevant Keywords

Incorporate the keywords you’re targeting into your ad copy naturally. This helps improve your Quality Score and ad relevance.

Address the Searcher’s Intent

Consider what someone searching for your targeted keywords might need. Are they looking for immediate help, information, or consultation?

Follow Character Limits

Google Ads has specific character limits for headlines and descriptions. Make every character count while ensuring your message is clear and compelling.

Remember, your ad copy should not only attract clicks but also pre-qualify leads. Be clear about your services to ensure that the clicks you receive are from potential clients who genuinely need your specific legal expertise.

Use Ad Extensions

Ad extensions are additional pieces of information that can be added to your Google Ads, making them more informative and attractive to potential clients. For law firms they can provide more information to potential clients and take up more space on the search results page, making your ad more prominent.

Some particularly useful ad extensions include:

Sitelink Extensions: Add links to specific pages on your website, such as practice areas or attorney profiles.
Call Extensions: Display your phone number directly in the ad, making it easy for potential clients to contact you.
Location Extensions: Show your office address, which is particularly useful for local searches.
Callout Extensions: Highlight specific features of your firm, such as “Free Initial Consultation” or “24/7 Availability.”
Structured Snippet Extensions: List specific services or areas of law you specialize in.
Price Extensions: If you offer fixed-fee services, you can showcase these directly in your ad.

Budget & Bidding Strategies

Managing your budget and bidding strategy is crucial for the success of your PPC campaigns. Here are some key considerations:

Set a realistic budget: Start with a budget you’re comfortable with and adjust based on performance. Remember, in competitive legal markets, you may need to invest more to see significant results.
Choose the right bidding strategy: Google Ads offers several bidding strategies. For law firms, consider:
Maximize Clicks: Good for building awareness and driving traffic.
Target CPA (Cost Per Acquisition): Useful if you have a specific cost-per-lead goal.
Maximize Conversions: This is ideal if your main goal is to get as many potential clients as possible within your budget.
Adjust bids by device: If you find that mobile users convert better, you might want to increase bids for mobile devices.
Use bid adjustments: Increase or decrease bids based on factors like location, time of day, or audience demographics.

Remember, the legal industry often has high cost-per-click rates due to competition, and it’s important to balance your budget with your expected return on investment.

Analytics & Performance Tracking

You can use Google Analytics in conjunction with Google Ads to get a more comprehensive view of how your PPC traffic behaves on your website. Just set up your goal tracking to measure a few specific actions that indicate a quality lead:

Click-Through Rate (CTR): This indicates how compelling your ads are to searchers.
Conversion Rate: Track how many clicks result in desired actions (e.g., form submissions, phone calls).
Quality Score: This affects your ad rank and cost per click. Improve it by ensuring relevance between keywords, ads, and landing pages.
Cost Per Conversion: This helps you understand how much you’re spending to acquire each lead.
Return on Ad Spend (ROAS): Calculate this by dividing the revenue generated from ads by the cost of those ads.

Top Mistakes Law Firms Make When Starting PPC Campaigns

When it comes to PPC for law firms, you might not get it perfect right out of the gate. Starting a successful campaign is about being willing to learn, test, and adjust your approach based on what the data tells you.

While there’s something to be said for learning from your own mistakes, wouldn’t you rather learn from someone else’s? Let’s break down four PPC mistakes that law firms tend to make when they’re just getting their feet wet.

1. Targeting Irrelevant Keywords

Targeting irrelevant keywords is one of the most common mistakes in PPC. For example, a personal injury lawyer targeting the broad keyword “lawyer” might end up paying for clicks from people looking for criminal defense or family law services.

To avoid this:

Conduct thorough keyword research specific to your practice areas.
Use negative keywords to exclude irrelevant searches.
Regularly review your search terms report to identify and exclude irrelevant queries.
Focus on long-tail keywords that indicate specific legal needs.

2. Poor Location Targeting

Let’s say you’re a Boston-based bankruptcy lawyer, but your ads are showing up in Upstate New York. Not very practical, right? That’s poor location targeting in a nutshell, where your ads are being shown to people outside your service area.

Here are a few ways to avoid this mistake:

Set up location targeting in Google Ads to focus on the geographic areas you serve.
Use location extensions to show your office address in ads.
Consider using location-specific keywords (e.g., “Dorchester divorce lawyer”).
Adjust bids based on location performance.

3. Lack of Dedicated Landing Pages

Another common mistake is sending all your PPC traffic to your homepage. Without dedicated landing pages, you miss the opportunity to provide a tailored experience that matches the user’s search intent. Here are a few ways to make your landing page more conversion-focused:

Align the content with the ad and keywords that led to the click.
Include a clear call-to-action (CTA) such as “Schedule a Free Consultation.”
Ensure the page loads quickly and is mobile-friendly.
Include trust signals like client testimonials or awards.
Keep forms short and only ask for essential information.

4. Setting and Forgetting PPC campaigns

PPC is not a “set it and forget it” marketing channel. The legal advertising sector is constantly changing, and your campaigns need regular attention to remain effective.

Regularly review and adjust your keyword lists.
Test different ad copy and landing pages.
Stay updated on changes to Google Ads policies and features.
Continuously monitor and optimize your campaigns based on performance data.
Consider seasonal trends that might affect search volume in your practice areas.

PPC vs. SEO: What’s Best for my Law Firm?

When it comes to digital marketing for law firms, two strategies often come to the forefront: Pay-Per-Click (PPC) advertising and Search Engine Optimization (SEO). While we’ve focused primarily on PPC in this guide, it’s still important to understand how these two strategies compare and how they can work together to maximize your online presence.

Speed of results

For law firms needing immediate visibility, such as those looking to quickly promote a new practice area, PPC can provide that instant boost. However, the moment you stop paying, your visibility disappears. SEO, while slower to show results, can provide more sustainable long-term visibility.

PPC

Offers immediate visibility as soon as your campaign is approved and launched.
Allows you to appear at the top of search results instantly, even for highly competitive keywords.
Provides a quick way to test different messages and offerings.

SEO

Is a long-term strategy that can take months to show significant results.
Builds organic authority over time, leading to sustained visibility.
Requires ongoing effort to maintain and improve rankings.

Measurability and control

PPC is the clear choice for law firms that need granular control over their marketing spend, with the goal of adapting to market changes or competitor actions. It’ll cost more than SEO, sure, but that’s the price you pay for agility.

PPC

Provides detailed, real-time data on impressions, clicks, conversions, and costs.
Allows for precise control over when and where your ads appear.
Enables quick adjustments to messaging, targeting, and budget.

SEO

Offers insights through tools like Google Search Console.
Provides less direct control over when and where you appear in search results.
Requires more time to see the impact of changes made to your strategy.

The Best Results Happen When You Combine Both

While it’s natural to wonder which strategy is “better,” the truth is that the best results often come from combining both PPC and SEO.

More Data Synergy

PPC data can inform your SEO strategy and vice versa. For example, you could use PPC to quickly test the effectiveness of keywords, then apply these insights to your SEO efforts. This can help you focus your SEO resources on keywords proven to drive conversions.

Increased SERP Coverage

For highly competitive keywords where achieving top organic rankings is challenging, PPC can ensure you still have visibility. Conversely, for keywords where you have strong organic rankings, you might reduce PPC spend.

Comprehensive Analytics & Reporting

Combining data from both PPC and SEO provides a more complete picture of your online performance. This can reveal insights that might be missed when looking at each channel in isolation.

Potential Clients are Searching, Make Sure They Find You!

It’s no secret that mastering PPC advertising can significantly boost your client acquisition. But here’s the catch—most law firms are already operating at full capacity. Between court appearances, client meetings, and case preparation, where does digital marketing fit in?

Digital marketing isn’t a side task you can squeeze into your lunch break. It’s a complex, full-time job that demands specialized skills and constant adaptation.

You wouldn’t advise a client to represent themselves in a complex legal matter just because they’ve read a few articles online, right? Of course not.

The same principle applies to your firm’s PPC strategy, and that’s why it’s so important to partner with a law firm marketing agency to get it right. They have the knowledge, experience, and tools you won’t find anywhere else.

Trust the PPC Professionals at Timmermann Group

The old adage “you have to spend money to make money” certainly holds true for PPC. In fact, some law firm-related keywords cost as much as $50, $75, or $100 per click! That means even the slightest mistake can have a huge impact on your marketing budget.

Don’t risk your firm’s resources on a DIY approach. Instead, trust the professionals at Timmermann Group to ensure your Google Ads deliver real results.

After all, in the courtroom, you advise clients to trust a professional. So, when it comes to PPC, isn’t it time you did the same?