Effective Law Firm PPC Can Deliver Results For Your Firm


Is your law firm seeking leads after a major drug, medical device or consumer product recall? It could take months to attain high organic search rankings. A Consultwebs pay-per-click (PPC) campaign, on the other hand, can help you to achieve immediate results. See a case study where we dramatically improved a firm’s PPC numbers when we began managing a campaign they were running through Google. To see how your legal PPC results compare to the industry, use our Law Firm PPC Calculator.

Consultwebs has been recognized for excellent performance with Google products and has earned the status of Google Premier Partner. With access to the Google team through support, product updates, executive business trainings and more, our expert team stays up-to-date and uses best practices for our clients.

You Don’t Have Time. We Have A Solution

Search engine optimization (SEO) is an essential long-term strategy. Your law firm can build on it over time and gain an edge on 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.

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. We’ve designed a resource that you may find helpful called, Demystifying PPC – Breaking Through Pay-Per-Click Misconceptions, download it here.

Our Approach To Legal PPC Advertising

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

Our team will focus on these key 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 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.

We understand the importance of ad content. Your PPC landing page and other ad copy must be not only relevant to your keywords – it must also lead to conversions. It must:

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

We can develop multiple ads and continuously test and refine the copy until we get it “just right.” Additionally, with our experience, we can save you time and money when it comes to obtaining Google AdWords approval of ads that deal with dangerous drugs and defective medical devices.

Carefully managing your bids and budget.

Our goal is to achieve the best cost-per-conversion rate as 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 Pay-Per-Click advertising for lawyers, including:

Display Advertising

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. Finding the most effective combination takes research, experience, and testing, but when done correctly can deliver your ads to a targeted audience across many different websites.

Programmatic Advertising

In the past, for the most part ads would be targeted based on either placements (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” afterwards, 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 interest in topics that you cover on your blog, or in your business itself.


Google’s Remarketing and other forms of “retargeting” advertising options can be engaged to show ads only to users who have previously visited your website. This makes for a very specific and high-potential audience for your messaging. 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.

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.