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PPC For Lawyers: Ultimate Guide To Run Successful PPC Campaigns

Updated: Mar 9, 2023

What is PPC?

PPC stands for "pay-per-click." It is an online advertising model in which advertisers display ads on web pages and pay a fee each time an ad is clicked.

Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market.

In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on websites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.

What Is PPC For Lawyers

PPC for lawyers is a way for law firms to market their services online through pay-per-click advertising. By bidding on relevant keywords and phrases, law firms can ensure that their ads appear in search results when potential clients are looking for legal help.

By targeting potential clients who are already interested in the type of legal services they offer, PPC for lawyers can be an effective way to generate leads and grow their business.

lawyers ppc ads showing on top of the search results

Key Benefits Of Running PPC For Your Law Firm

Many lawyers are wondering if PPC is beneficial for them. The answer is yes, PPC can be beneficial because it allows them to target their ads to people who are specifically searching for legal services.

While there are many benefits to running PPC for lawyers, here are 6 of the most important ones:

  1. It allows you to target specific keywords related to your practice area, so you can attract qualified leads.

  2. It's a cost-effective way to advertise your law firm since you only pay when someone clicks on your ad.

  3. You can track the performance of your ads in real-time, so you can make necessary adjustments to maximize your results.

  4. It gives you the ability to test different marketing messages and strategies before investing in other forms of marketing.

  5. You can quickly ramp up your law firm's marketing efforts by running a PPC campaign.

  6. Last but not least, it's a great way to build brand awareness for your law firm among potential clients.

10 Tips For Attorney Pay-Per-Click Advertising To Win More Clients in 2023

1. Set Your Goals

As a lawyer, you know that every case is different. But when it comes to running a successful PPC campaign, the process is quite similar to any other type of marketing campaign. The key is to set goals. By clearly defining what you want to achieve with your PPC campaign, you can create a roadmap for success.

For example, let's say your goal is to increase brand awareness for your law firm. In that case, you'll want to focus on creating ads that are eye-catching and memorable. Or, if your goal is to generate leads, you'll want to create ads that encourage potential clients to click through to your website or contact page.

Either way, the important thing is to have a clear goal in mind from the outset. By doing so, you can ensure that every aspect of your PPC campaign is tailored towards achieving that goal.

2. Narrow Down Your Audience

Any good marketing campaign starts with identifying the target audience. This is especially important when it comes to pay-per-click (PPC) advertising, as you can waste a lot of money by targeting the wrong audience.

Although it may be tempting to cast a wide net in the hopes of attracting more clients, this is rarely effective. Instead, it is much better to focus on a specific niche and craft ads that are specifically designed to appeal to that group.

For example, a "personal injury lawyer" may want to target ads to people who have been in car accidents, while a "criminal defense lawyer" may want to target ads to people who have been arrested for DUI. By taking the time to identify the right target audience, you can greatly increase the chances of success with a PPC campaign.

buyers persona explained by showing demographics, challenges, behaviors, geographic

3. Ensure Proper Budgeting

Running a successful PPC campaign is all about proper budget allocation. If you don't spend enough, you won't be able to reach your target audience. But if you spend too much, you'll end up wasting money.

Google Keyword Planner can be a valuable tool for predicting how much you should spend on your PPC campaign. By researching the average cost per click for relevant keywords, you can get a good idea of how much you'll need to spend to reach your target audience.

You can also use Keyword Planner to estimate the number of clicks and impressions you'll get for a given budget. This information can help you make informed decisions about how to allocate your PPC budget.

4. Write Exceptionally Engaging Ad Copy

PPC for lawyers is a competitive market. You need to set your law firm apart with engaging Ad Copy that speaks to your potential clients.

To get the most out of your investment, it is important to write engaging ad copy that will capture the attention of potential clients and encourage them to click through to your site.

While many factors go into writing effective ad copy, there are a few key elements that should always be included.

  1. The first step is to identify your target audience. Who are you trying to reach with your PPC campaign? What are their pain points? What solutions does your law firm offer? Answering these questions will help you craft ad copy that speaks directly to your target audience and compels them to take action.

  2. Second, your ad should have a strong headline and body text that accurately describes what you are offering.

  3. Third, your ad should provide a clear call to action that tells the reader what you want them to do.

  4. Finally, your ad should be relevant to the keywords you are targeting and the landing page it links to.

lawyers ad copies example

5. Use Keyword In Ad Copy

To be successful with PPC, it is essential to use the right keywords in your ad copy. Keywords are the terms that people use when they are searching for legal services online. By targeting the right keywords, you can ensure that your ad is seen by people who are interested in what you have to offer.

In addition to using the right keywords, it is also important to monitor your quality score. Quality score is a metric used by Google to determine how relevant and user-friendly your ad is. The better your quality score, the more likely your ad is to be shown in a higher position on the SERP, and the more likely people are to click on it.

But how do you improve your quality score? One way is to use relevant keywords in your ad copy. When users see an ad that contains keywords they've searched for, they're more likely to believe that the ad is relevant to their needs. As a result, they're more likely to click on it.

6. Use The Keyword Planner To Select Keywords

While running a PPC campaign you need to put a lot of thought into the keywords you select. The Google Keyword Planner is a great tool for this, as it allows you to research different keywords and see how popular they are.

It is also important to bid on long-tail keywords, as these are less competitive and thus more likely to result in clicks. By bidding on long-tail keywords, you can make sure that your ad is being seen by people who are actually looking for what you have to offer.

This will result in more clicks and ultimately more business for your firm.

Keyword planners search results for law firm

7. Create Excellent Landing Pages

Having well-designed landing pages is important when running PPC campaigns. Your landing pages are what determine whether or not your potential clients actually convert into paying customers.

And if you don't have great landing pages, then you're probably wasting a lot of money on your PPC campaign. So what makes a great landing page? Well, there are a few things that you should keep in mind.

  1. First of all, your landing page should be designed to appeal to your target market. It should be clear and concise, and it should give potential clients a reason to want to do business with you.

  2. Secondly, your landing page should be easy to navigate and user-friendly. Potential clients should be able to find what they're looking for easily and without any confusion.

  3. And finally, your landing page should be optimized for conversions. This means that it should be designed to encourage potential clients to take the next step in the sales process.

If you can keep these things in mind, then you'll be well on your way to creating great landing pages that will help you get the most out of your PPC campaign.

8. Optimize Keywords For Different Match Types

To make the most of your PPC campaign, it's important to optimize your keywords for different match types. Match types include broad match, phrase match, and exact match.

Broad Match means that your ad will appear when someone searches for a relevant keyword, even if they don't use the exact keyword you're targeting.

Broad match example: ppc for lawyers, ppc advertising for lawyers, ppc campaigns for lawyers

Phrase Match means that your ad will appear when someone searches for a phrase that includes your keyword.

Phrase match example: "ppc for lawyers", "ppc advertising for lawyers", "ppc campaigns for lawyers"

An Exact Match means that your ad will only appear when someone searches for the exact keyword you're targeting.

Exact match example: [ppc for lawyers], [ppc advertising for lawyers], [ppc campaigns for lawyers]

By optimizing your keywords for different match types, you can ensure that your ads are reaching the right audience.

9. Advertise On Mobile Devices

While PPC campaigns can be effective, it is important to remember that mobile devices are increasingly becoming the preferred method for internet users to access information.

This means that if you want your PPC campaign to be successful, you need to make sure that your ads are optimized for mobile devices. Mobile users have different needs and preferences than desktop users, so your ads should be tailored accordingly.

For example, mobile users are more likely to be looking for quick and easy answers, so your ads should be concise and to the point. In addition, mobile users are more likely to be on the go, so your ads should be able to be easily viewed and interacted with on a small screen.

10. Track And Modify Your Strategy

Any good marketing campaign should be based on sound data and PPC for lawyers is no different. By tracking and modifying your strategy based on key metrics such as Quality Score, Click-through Rate, Conversion Rate, Cost Per Conversion, and Wasted Spending, you can ensure that your PPC campaign is as effective as possible.

Quality Score

Quality Score is a measure of how relevant your ad is to the user's search query, and a High-quality Score will result in lower costs per click and higher ad positions.

Click-through Rate

CTR is a measure of how often users click on your ad after seeing it, and a higher Click-through Rate will result in more traffic to your website.

Conversion Rate

It measures how often users who click on your ad go on to complete the desired action, such as making a purchase or signing up for a newsletter. A higher

Conversion Rate means that more of your PPC ad budget is being converted into customers or leads.

Cost Per Conversion

It measures how much you're spending on PPC ads for each customer or lead that you generate.

Wasted Spending

It is any PPC spend that isn't resulting in clicks or conversions.

By tracking these key metrics, you can ensure that your PPC campaign is providing a positive return on investment.


PPC can be a great way for lawyers to get new clients, but it takes time and effort to do it right. Following these tips can help you get started with your first successful campaign.

But, if you're still not sure where to begin, or if you need help managing your campaign, contact us. We have a team of experts who can help you create an effective PPC campaign that gets results.


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