Effective Law Firm PPC Can Deliver Results For Your Firm

Pay-per-click (PPC) or search ads are a vital component of a law firm’s marketing efforts. This abbreviation or acronym, to be correct, PPC in advertising is not to be confused with the same acronym PPC in legal terms, which stands for “Parenting Plan Coordinator” (PPC).

So what is PPC for lawyers?  Pay-per-click advertising can be summarised as the process of bidding to place your ads in visible positions (usually above the fold, where it’s most visible) for relevant searches and queries users have, using search engines like Google (Bing, Yahoo, Youtube) and social media (Facebook, Instagram, Tik Tok). Charges are only incurred when an interested user (potential Client) clicks on your ad.  Before we dive deeper, yes, search engines have actions in place to prevent click fraud.

Search engine users that click on your ads (if optimized correctly) are in the process of looking for your legal service or advice. This is why it is so important to not only have a compelling ad that draws clicks but also have a landing page that gives the user the relevant information they need to proceed in their journey in need of legal help.

Much more comes into work when search engine algorithms like Google’s place you as a top result. The quality of your legal services and the information you display are major factors as well as the click-through rate of your ads and the amount of money your firm bids for a top position.  For example, Google and other search engines reward good, relevant content with high-quality scores which can grant your ad a top position for whatever keyword your firm is targeting at a lower cost per click.

Let us give you another Are you seeking leads after a major drug, medical device, or consumer product recall? It could take months to attain high organic search rankings. A pay-per-click (PPC) campaign, on the other hand, can help you achieve immediate results.


Need Results Fast, PPC Is The Solution

Search engine optimization (SEO) is an essential long-term strategy. Your law firm can build on it over time and gain an edge over your competition. However, in some cases, you need to quickly gain online visibility and drive traffic to your site. A carefully managed legal PPC advertising can be an ideal solution, whether you are aiming for local personal injury cases or national mass tort litigation.

Consultwebs has been recognized for excellent performance with Google products and has earned the status of Google Premier Partner. Having a legal PPC agency that’s a verified Google Premier Partner, like Consultwebs, ensures your campaigns stay optimized, and best practices are applied.

Check out this case study, where Consultwebs dramatically improved our law firm client’s PPC numbers, when we began managing a campaign they were running through Google.


How PPC Works And Doesn’t Work For Law Firms

Pay-per-click involves bidding on keyword phrases that are relevant to your target market. Your PPC display ad is shown on websites and with organic search results for related content. Based on your bid, you pay for each visitor, or “click,” that your website receives through the PPC advertisement.

Bidding for keywords among law firms can be highly competitive – and expensive. As a result, a poorly planned or mismanaged paid search campaign could end up costing your law firm thousands of wasted dollars. However, if done the right way, PPC advertising can ultimately generate a solid return on your investment.

Difference Between SEO and PPC

The main difference between Pay Per Click Advertising (PPC) and Search Engine Optimizations (SEO) is the paid aspect of PPC. Both are used to reach your target audience when they search for relevant keywords, yet you pay to appear in front of your target audience with PPC, and SEO is organic, therefore the clicks your website receives are related to the costs of creating the content.

A simpler way to explain the difference between SEO and PPC is with the following analogy “It’s like working on your fitness” SEO is working out every day. You won’t see the result right away, but as time progresses you will see the positive changes starting to occur. PPC is like paying for a gym membership and anabolic steroids. You will see the results much faster but you still need to put in the workouts in order to see good results, and as soon as you stop paying, your results will stagger.

You may now ask, what is the benefit of a PPC campaign compared to Organic SEO? The simpler answer is speed. Yet, as we will go over shortly, this speed to target your audience directly comes with a price. A balance between both SEO and PPC is the best alternative for both new and well-established law firms.

Legal Digital Advertising Strategy

Consultwebs can put at your firm’s disposal a team of online marketing professionals with Google AdWords Certification and Google Ads Advanced Search Certification. They can plan and execute a timely, cost-efficient, and highly effective PPC campaign that meets your firm’s goals.

Your law firm’s PPC strategy should focus on these areas:

Focusing your keywords

Careful selection of keywords (search terms) means everything in paid search advertising. At Consultwebs, our team avoids broad-match, single-word keywords. Instead, we use cutting-edge tools to conduct thorough keyword research and make sure that we tightly match your keywords to the specific types of clients and cases you are seeking.

Reaching your target audience

Consultwebs takes a proactive approach to legal PPC advertising. We study analytics and use that data to target the audience you want to view your ads. For instance, we can tailor your campaign based on:

  • Age, gender, and interests
  • Geography
  • Mobile phone use
  • Peak conversion times during the day.

Additionally, Consultwebs can analyze and monitor the performance of your competitors’ PPC campaigns and help you to stay ahead of the pack.

Conveying a clear message in your ad content

Consultwebs takes a proactive approach to legal PPC advertising. We study analytics and use that data to target the audience you want to view your ads. For instance, we can tailor your campaign based on:

  • Communicate a clear, direct message
  • Be easy to navigate
  • Feature a prominently displayed way to contact your firm.

Additionally, we analyze and monitor the performance of your competitors’ PPC campaigns, to stay ahead of the pack.

Carefully managing your bids and budget

Our goal is to achieve the best cost-per-conversion rate possible for your firm. We start by determining the budget you will need at the outset of your campaign. The budget should cover enough clicks per day so you will be able to obtain helpful data. We can then use that budget to make adjustments to your bids and your budget as we move forward.

We will also keep you regularly updated about your PPC campaign’s performance by providing your law firm with comprehensive, easy-to-read reports.

Other areas of online advertising – Additional options for your web success

Consultwebs can also help your firm to explore advertising options beyond Google ads for lawyers, including:

Display Advertising

Everyone who’s online should be familiar with these, depending upon how effective your ad blocker is. Display ads are banner, text, or animated image ads shown on publisher sites in various locations ─ above the fold, below the fold, sidebar, etc.

At its simplest, display advertising involves showing an image ad on a website. However, it has grown to cover not only static image ads but animations and video as well. Display advertising is intentionally disruptive – it’s focused on catching the user’s eye, diverting their attention, and getting them to click on the ad. Because of this, it’s important to split test ad designs and landing pages, taking into consideration what sites the ads will be running on, how the ads look on the site, and how the landing page relates to the ad and the overall user experience.

Display ads generally have a lower click-through-rate, primarily because it’s a different approach than ads in SERPs. Display advertising is disruptive ─ you are interrupting an article the user is reading or the video they are watching, whereas in SERP ads you are appearing when a user is actively looking for something, in the context of results to a query.

Compared to search ads’ average cost-per-click, display ads are usually pennies to the dollar. The low cost combined with the broad targeting options available means the typical approach many law firms take for establishing brand awareness is: “If people see my ad everywhere, eventually it will stick.” This is why oftentimes branded display campaigns will be more focused on views and impressions instead of clicks.

Local Service Ads (LSAs)

LSA, also known as local services ads, is the new “middle man” between your law firm and clients. Local Service Ads are not local search ads, the program & process is completely different, where law firms are pre-vetted and verified by Google. The ads lead directly to a “click-to-call” functionality and instead of paying per click, it’s a  pay per lead model. These ads are also not managed inside Google ads.

LSAs are also located at the top of the Search result Pages (SERPs), leveling the advertisement playing field between large and small law firms.

Although Google originally launched LSA for home services; LSA expanded its reach to services for professional services such as like law firms last year. Since then, LSA has become the most appealing ad for search results and your law firm can take advantage of this opportunity.

Overall, if you had a top-to-bottom layout of Google’s first page results for law firms it’ll follow this order:

  • LSA
  • Google Ads (PPC)
  • Map Listings / Google My Business
  • Organic Search Results

Programmatic Advertising

In the past, for the most part, ads would be targeted based on either placement (what site they would run on) or keywords (what context you would like to appear in).

With the wealth of data that’s available now, we have several other targeting options, and programmatic advertising takes advantage of them. Programmatic advertising uses automation to target users based on demographics, interests, and behaviors, and optimizes using ongoing data analysis. This can be very effective if you want to target a group of people based on age, location, income, or other factors.


Geo-fencing refers to a strategy of targeting people by defining a specific location or area and using GPS technology to trigger ads when a user enters into your “fenced” area.

This technology is primarily focused to deliver ads to tablets and mobile devices and has a lot of potential if done correctly.

Effective geo-fenced advertising takes advantage of what Google refers to as “micro-events.” For example, when someone uses their phone and does a quick informational search for something relevant to their immediate location (“restaurant near me”), geo-fenced ads can target that individual and show them an ad relevant to their location and intent.

Paid Content Marketing

If you’ve ever finished an article online, and see a list of “More related articles from around the web” afterward, this is paid content marketing. Getting users to read your content by putting a paid link after a related article is another way to engage an audience that has an interest in topics that you cover on your blog, or in your business itself.


Google’s Retargeting, also called “remarketing,” uses cookies to track website visitors and show them ads after they leave your website. This makes for a very specific and high-potential audience for your messaging.

For example, a person who searched for a deal on a cruise visited Travelocity.com, but left without purchasing may be shown an ad with an offer for a certain percentage off if they book now.

The ads can be displayed on countless websites that your users may visit, giving you the ability to reach them with frequency wherever they are on the Web. Also, because there are pay-per-click options, you can get lots of impressions to an audience, while only paying for those that lead a visitor back to your website.

Strategic PPC Ads

Supplemental organic campaigns can be combined with strategically placed PPC ads and other law firm marketing areas. A niche area, especially when combined with a locale, can provide a cost-effective method to obtain exposure and inquiries. Additionally, some of our clients wish to have a dominant SEO presence and also appear prominently in PPC ads. This increases the chance that they will receive inquiries.

Social Media Ads

Other websites, including social media sites like Facebook, Instagram, and LinkedIn, offer pay per click ads.

Facebook and Instagram are now the most visited website on the Web and receives more monthly traffic than even Google.com.

Your pay per click consultant can advise you on how to leverage Facebook and other websites in order to gain relevant visibility for your firm. Facebook allows you to target ads based upon demographics. You can target by different demographics such as age, sex, marital status, geographic location, and any likes or jobs that the person has entered. This could be helpful if you are a workers’ compensation attorney interested in construction site injuries, for example, because you can target construction workers with your ads.

A good pay per click management company will utilize all of the tools at its disposal to get you the best visibility based on your budget and needs.

Video Ads

The addition of videos to your website and online marketing campaign can bring your firm more visibility, higher levels of engagement, and add value for your audience. Consultwebs works with experts in lawyer video marketing to help your firm get more cases from the Web.

High-quality legal video content not only builds trust and engagement but can create ranking opportunities to boost your firm’s presence in search results.

When attached to a cohesive marketing strategy that’s aligned to achieve your law firm’s business goals and track and measure results. A well-run video advertising campaign can get your brand and firm in front of a mass-media-sized audience of potential clients, for a fraction of a typical mass-media budget.

How Much Should You Spend on PPC?

When it comes to a successful pay-per-click campaign or other types of digital advertising campaigns, it’s crucial to have a healthy budget combined with a smart strategy. Money is important, but it’s only one part of the equation.

Paradoxically, spending a large amount on digital with no strategy to back it up, will waste money and lead to slower results. As with most marketing strategies, a successful PPC campaign requires smart planning and finesse.

Does more money equal better and faster results? As with most aspects of legal marketing, the answer is “it depends.”

Why Should I Spend PPC Budget on Brand Awareness?

Let’s think of a big-picture marketing strategy. Take a look at this graph:

In particular, note the middle portion, where the Sales Activation and Brand Building lines intersect at several points. These points are where your brand messaging will help your sales, which then helps reinforce your brand. Trust and recognition are key points that can give your sales a big lift, and the messaging that brings those points home should come from how you are telling the story of your brand.

Law Firms Should Keep the Focus on ROI

To help protect your firm against wasting money on marketing efforts that aren’t paying off, it is beneficial to consider doing the following:

  • Share Case Data. Sharing case data with your vendor will provide necessary information to determine if the leads generated by the campaigns are of good quality. It will also assist in the decision-making process of whether to continue with the same strategy or make changes.
  • Request or Compile Better Data. Don’t solely rely on clicks, visits, impressions, and click-through rates. Look at leads, cost per case, cases signed for each traffic source, and of course return on investment (ROI).
  • Watch Carefully When Using Cost-Per-Impression (CPI or CPM) Campaigns. CPM buying using programmatic or interest-based targeting methods across networks can be particularly suspect and may not be very effective. Watch your results closely and track as much data as you can. With Pay-Per-Click advertising, like with Google Ads, you only pay when an ad is actually clicked. Although you may still get fraudulent clicks, Google has a decent filter to protect against this and minimize damage.
  • Ask Questions. When dealing directly with ad networks, ask for information on how they are combating bot activity and fraudulent behavior. If you are given vague answers or someone disparages such questions, that is a red flag.
  • Focus Your Campaign. If you focus your campaign so that ads only show in your geographic area of interest, it will provide better results for your campaign and will avoid spam or suspicious traffic coming from other countries.

Get Your Law Firm’s PPC Campaign Started Today

Contact Consultwebs today to discuss how we can help your firm get qualified leads from a pay-per-click campaign. We would be glad to provide you with a free consultation and help you to understand the options available to you.