Top PPC FAQs for Law Firms Seeking Success

Did you know that, on average, PPC has a 200% ROI? And this is just the tip of the iceberg. While SEO efforts focus on your firm’s long-term success, PPC can immediately propel your firm forward. It’s believed that it helps generate twice the number of visitors compared to SEO. However, is one better than the other?

The reality is that both are needed to stay competitive in today’s environment. A more straightforward way to see it is through the analogy of fitness. 

  • SEO means you are working out every day, and while you won’t see the immediate change on a day-to-day basis, you’ll be able to notice significant changes in the long run. On the other hand, PPC is like paying for a private trainer and taking steroids. With that, you’ll notice an increase in muscle mass and decreased fat within a few short weeks! 

When done right, you can expect many benefits, including:

  • Producing leads quickly. 
  • Testing and controlling your advertisements in the easiest way. 
  • Reaching the audiences that need you and vice versa.
  • Helping your SEO efforts and thus, boosting your organic rankings.
  • Providing intelligent insights into your audience’s behavior, wants, and needs. 

So, how can law firms like yours ‘cut in line’ and start gaining all these benefits and more? Opting to invest in paid ads is a big decision, and we want to help ease that process by answering the top 10 PPC FAQs. Now, let’s begin. 


The Top 9 PPC Questions Lawyers Need to Know

1. What is PPC and why should law firms advertise with pay-per-click ads? 

Pay-per-click advertising or search ads consist of bidding for visible positions (usually above the fold, where it’s most visible) in search engines like Google and social channels like Facebook and Instagram. Although we’ve previously mentioned some general PPC benefits, the technical benefits include:  


2. Do people really click on online PPC ads? 

100% – When done right, it can help you generate more visitors and ultimately impacts your bottom line. Highly-converting campaigns follow some of these best practices: 

  • Proper keyword selection: Overall, your keywords need to be linked to your firm’s offer and what your prospects are searching for. 
  • Excellent copy: In PPC, more often than not, the space to create impact is limited, but it’s possible to adapt. If you want quick tips feel free to check out our LAWsome podcast with the best “Legal Writing Tips to Communicate Clearly & Effectively.”
  • Highly engaging landing pages: Your landing pages should align with your user’s search intent. 
  • Strong bidding strategy: In paid campaigns, you’ll need to bid on specific keywords to rank on search engines. To avoid falling into the slippery slope that is exhausting your budget, you (or your vendors) must know which keywords are worth investing in.


3. What are PPC keywords? And why are PPC keywords for lawyers so expensive?

Keywords are the foundation behind all your campaign efforts. The best of the best PPC campaigns have a solid understanding of what keywords should be targeted and how to use them effectively!

However, not all keywords are worth the same. According to Hubspot, one of the most expensive industries is the legal profession. The cost is high for many reasons, primarily because there’s increased competition and legal services are a high ticket purchase.

Check out some of the numbers below:  


4. “What third-party tools can I use for keyword discovery?”

If you’d like to take a more hands-on approach and dive into the world of keyword discovery, here are some platforms that’ll help: 


5. “Where can I advertise my law firm’s PPC ads?”

Deciding where you want to place your best bet is essential. Here are some of the top channels where you can run your campaigns:

  • Google Ads: The most prominent player in the game. Statista found that Google continues to dominate the search engine market with an outstanding 92.47% of the market share. 
  • Facebook Ads: Offers incredible targeting potential. Your targeting options here are even more specific, from interests to demographics, location, etc.
  • Instagram Ads: Your Facebook ads can be interlinked to your Instagram ads. However, the visual nature of Instagram allows more room for creative photos and videos.
  • LinkedIn Ads: The social network for professionals is continuously growing and offers a space for direct mail campaigns, text ads, sponsored posts, etc. 


6. “What factors determine my PPC costs/ budget?”   

It depends upon many factors, including: 

  • Your keyword bidding: What’s a reasonable cost-per-click? The answer will vary from firm to firm; however, if you’re working with legal PPC experts, they can give you a more accurate projection based on your firm’s wants and needs. 
  • Competitors: The ever-changing presence of competitors and their need to stay competitive affects the keyword bidding strategy, ad positions, and CPC.
  • Quality score: Are you investing in Google Ads campaigns or planning to invest? If that’s the case, their quality score plays a significant role in your keyword price. Take a look at the 3 components influencing your CPC

7. “How do I define campaign success?”

Your definition of PPC success should directly tie back to your initial goals. Are you investing in paid efforts to get more leads? Gain traffic? Build on brand awareness? Create an impact on the bottom line?

Most, if not all, firms investing in paid campaigns want to see an impact on their ROI. The firms working with Consultwebs see this level of impact from PPC. For example, this firm managed to reduce its cost per lead by more than half, while increasing their leads intake by 43, as compared to the previous year!  

Need to see the proof in the pudding? Find out how PPC increased the firm’s bottom line ROI here.

8. “How often should I check my PPC campaigns?”

This will depend on how hands-on or hands-off you want to be. It’ll also depend on who manages your accounts- is it a contractor or an agency? 

If you’re opting for a DIY approach, it’s best to leave some extra time during the day to check on your campaigns. As a whole, PPC efforts require constant tweaks, updates, and optimizations. 

You can run a monthly check-up if you’re opting for a contractor or an agency and want to be less involved but still “stay in the loop” of things. Feel free to voice out how often and when you’d like to meet and discuss your campaign’s progress. If a campaign is new, try to give it some time. Approximately 30-60 days. This way, the advertisers in charge can present a more comprehensive dataset. 

9. “If I’m looking for a legal marketing agency, what kind of expertise should I look for?”

There are many factors to consider when hiring an agency; however, when we focus on expertise, a strong indicator of this is checking to see if they’ve got a partnership with Google. 

Consultwebs has been recognized for excellent performance with Google and has earned the status of Google Premier Partner. All in all, this ensures all campaigns are optimized with the best of the best practices. Ultimately, this leads to money-making, profitable campaigns.

Already looking at different vendor options? This resource may be helpful in your decision-making process.



It’s safe to say, ads are all around us. But, unlike traditional forms of advertising, new digital campaigns like PPC are trackable and measurable. And when done right, it has a tremendous impact on your firm’s ROI. 

Whether you’re looking to improve your firm’s brand awareness, increase leads, web traffic, and more – it’s all possible! More so, it’s all possible without the intricacies of doing it alone when partnered with legal digital advertising experts. If this resonates with you, then we’ve got the solutions you’ve been looking for – let’s talk.