Pay-per-click advertising, or PPC, is a popular online advertising tactic for many law firms. Yet, many are skeptical (and rightly so) about getting leads at a reasonable return on investment through PPC.
Your fears are not unfounded. PPC advertising can be expensive and complicated. However, identifying the key factors that influence your campaigns—and having the right law firm marketing team by you—can help you achieve your PPC goals.
LaFleur helps law firms across the country amplify their brands, using data, leading-edge tactics, and our AAA process. We know how to cut through the noise, continually adjust, and find the right solution to meet your pay-per-click advertising goals.
When it comes to paid advertising, you deserve radical transparency
Legal PPC advertising can be costly, but many law firms don’t know where their budgets are going. Instead of nebulous management fees, vague reporting, and static campaigns, LaFleur takes a different approach.
- Clear breakdowns of where your paid advertising budget goes
- Daily campaign monitoring, which allows us to pivot in ways that maximize your PPC budget
- Monthly reporting that focuses on conversions, cost per click, and other meaningful metrics
- A dedicated paid advertising expert who will answer your questions and address your concerns
If you’re ready for a different, personalized approach to PPC for law firms, we’d love to meet you.
Paid advertising can amplify your brand and help you reach more of your ideal clients
A lot of lawyers use “pay-per-click” to cover a wide variety of paid advertising. Since there’s a lot of confusion, it’s worthwhile to explore a holistic marketing strategy in a little more detail.
Most high-performing legal marketing strategies have four elements:
- Launch: A strong brand identity and website are the foundation for any digital marketing strategy
- Expand: Rich content, videos, and webinars attracts your ideal clients and the search engines’ attention
- Amplify: Ads and paid media help you connect with even more people and deepen your brand awareness
- Nurture: Email, social media, and automation build trust, foster ambassadorship, encourage conversion
Ideally, your marketing strategy addresses the entire LEAN methodology.
That means embracing paid advertising, including PPC advertising, Local Services Ads, programmatic advertising, and social media ads. These digital ads help bring your law firm to the forefront of people’s minds, boosting awareness and encouraging conversion.
But many lawyers are wary of paid advertising. Many of you have been burned by companies that oversold their capabilities and lacked transparency. While it might seem daunting, paid advertising is worth the investment. After all, online ads increase brand awareness by 80%, and 90% of consumers say that ads influence their purchase decision.
That’s why so many law firms turn to a legal marketing team for support creating, updating, and executing a PPC campaign and other paid ad campaigns—and why firms across the country trust LaFleur. When you work with us to handle your paid campaigns, you can expect to receive transparent reports of their effectiveness, detailed data, and our honest opinion on ways to make improvements.
How PPC advertising for law firms should work
PPC ads for law firms follow a relatively simple model: you pay when a reader clicks on the ad. In practice, it’s not that easy. When you set up a pay-per-click campaign, you can control a limited number of factors:
- The keywords you’re targeting
- The geographic location you want to reach
- The amount of money you want to spend
- The messaging you want to present, both in your ad and on the landing page
Once you launch a campaign, Google (or another vendor) will place your ads based on these factors and their own proprietary quality metrics. With so few levers to pull, you need to get it right.
There are a few places where law firms tend to get tripped up in their PPC strategy:
- Relevant keywords: Identifying the keywords that will attract your ideal clients and maximize your budget
- Bidding strategy: Determining how much you’re willing to bid
- Quality scores: Meeting Google’s expectations about relevance, click-through-rates, and landing page experience
- Headline content: Creating unique ad headlines that resonate with your target audience
- Campaign management: Monitoring your ads’ performance and making adjustments that maximize your spend
Rather than worry about the details, many law firms trust LaFleur to handle them.
Find out how LaFleur can get you better leads, higher-value clients, and increased brand awareness.
PPC advertising campaigns supplement your law firm’s organic content strategy
Paid advertising is powerful, but it’s not a silver bullet for your law firm. PPC ads are most successful in tandem with your other marketing efforts because they amplify your message; if your foundation isn’t strong, running effective campaigns will be challenging.
Here’s the reality: While organic content offers one of the best returns on investment in marketing, its momentum takes time to build. Sometimes, you can’t wait months for your webpage to rank on Google’s first page. If time is of the essence, paid advertising is a wise investment.
- Blog: it takes at least 90 days for a blog to start ranking, and it might take a year or more before the content hits its stride.
- Local Services ads: you’ll need to be vetted by Google and undergo a background check before your ads go live.
- PPC advertising: Can appear on Google’s first page almost immediately.
Suppose you want to attract clients for a pending mass tort claim. You should create rich blog content, landing pages, and other resources that will appeal to your audience. Then, while you wait for the search engines to recognize your high-quality content, you can push it to your ideal leads through PPC and paid advertising.
Your PPC campaigns will drive people to a landing page on your website where they’ll have an opportunity to convert into clients and learn more about their mass tort claims. This can drive a lot of traffic to your site during the campaign’s limited, controlled lifespan.
Law firms have options for building a successful PPC campaign—and our team can help you choose the right platform
Choosing the right ad platform can be the difference between a great return on investment and saying goodbye to a chunk of your marketing budget. When you work with LaFleur to handle your PPC campaign, we’ll carefully analyze your firm, its needs and goals, and provide individualized recommendations about which platform is right for your campaign.
The PPC advertising platforms we typically recommend include:
Google, unsurprisingly, is the most popular platform for paid advertising, capturing 76% of the market. As such, Google ads include diverse options to choose from.
Search campaign ads appear on Google’s search results page (SERP) either above or below the organic search results. and on the search network, a group of publisher websites that are part of the Google network. Search ads are 100% pay per click.
Over a billion people use Windows 10, a Microsoft product. When these people use Cortana to conduct a voice search (something that’s becoming increasingly popular), the results direct users to Bing. However, Microsoft search campaigns are eligible to appear not only on Bing.com, but on Yahoo search, AOL, Duck Duck Go, and other syndicated partners. Typically, the cost per click (CPC) for Microsoft ads is lower than Google ads.
S.H. Block Tax Services, a Baltimore tax firm, reached out to us about PPC advertising. While the firm had tried pay-per-click campaigns in the past, they had never been successful. We built a focused keyword strategy that aligned with S.H. Block’s niche practice, resulting in more phone calls and a remarkable cost per lead.
How LaFleur can help you build successful paid ad campaigns
Building a successful paid advertising campaign depends on more factors than just picking the right platform. There are a tremendous number of moving pieces that contribute to your campaign’s success.
When you work with LaFleur’s team of paid advertising experts, we collaborate to develop the most robust, thoughtful campaign possible. Then, we continually monitor the PPC ads and progress, making adjustments to ensure the highest level of success possible.
Identify and speak to your target audience and their needs
Most people who need legal help aren’t actually looking for a lawyer—they’re looking for a solution to their problems. Team LaFleur can help you identify your audience’s core needs and carefully craft PPC ads that will resonate with them.
Set a competitive PPC budget
The success and profitability of your ad campaigns depends on how many leads you can sign on as clients. The higher the number, the more profitable your paid advertising campaign will be for your law firm. As experts in paid advertising for law firms, we can help you set a budget that’s competitive, realistic, and feasible for your law firm. Plus, you never have to worry about surprise fees or unclear management agreements. When you work with LaFleur, you pay a 15% of your third party spend, and can look forward to detailed invoices that make it clear where you’re spending your budget.
Write and design powerful ads
PPC ads of all types need a high level of execution to be effective. Our experienced content and design teams know how to craft effective messages that are not only effective but engage your target audience and on-brand for your law firm as well.
Build conversion-driven landing pages
Once a user clicks on an ad, they’re taken to a landing page: a dedicated page on your website that offers more information related to the ad that’s only accessible via the ad itself. These landing pages are critically important if you want people to message, call, or otherwise reach out to your law firm.
We write, design, and build landing pages to answer their questions, meet their needs, and convince them to contact your firm.
Craft compelling CTAs
Like the landing page itself, the calls to action (CTAs) within the page are extremely important. Effective and creative CTAs can make the difference between someone converting or moving away from your landing page. Our team crafts strategic and compelling CTAs that invite readers to take action.
Automate thank you emails and other ad collateral
Filling out a form might seem simple to the user, but in reality, the process requires many strategic moving parts in order to provide a great user experience. The LaFleur team builds automated emails, thank you pages, and the other assets you need to run a complete campaign.
Continually monitor for success
Run your law firm’s PPC campaigns with LaFleur’s data-driven approach
The nature of PPC campaigns is dynamic and a set it and forget it approach will never bring you results. At LaFleur Marketing, our experienced paid advertising and content marketing specialists stay up to date on all the marketing trends and strategy so your law firm can focus on its clients and cases.
If you’d like more information about PPC for law firms or would like to discuss your digital advertising needs, you are in the right place. Reach us at (888) 222-1512 and we’d love to figure out a solution that works for you.
We look forward to speaking with you!
Berry, S. (2021, May 27). 57+ Google Ads Statistics to Know in 2019 and Beyond. WebFX. https://www.webfx.com/blog/marketing/google-ads-statistics/
Google. Ad Rank. Retrieved from https://support.google.com/google-ads/answer/1752122?hl=en
The content provided here is for informational purposes only and should not be construed as legal advice on any subject.