PPC for Lawyers - Google Ads
Pay-Per-Click (PPC) is one of the quickest and most effective ways to advertise your law firm with precision audience targeting. Our experts in PPC management & Google Ads for lawyers can increase visibility search results to deliver high-quality, targeted traffic to your law firm’s website. Get more clients & revenue with help from our Lawyer PPC Experts.
PPC for Lawyers
Google Ads for Lawyers
We know that the goal of direct response ads, such as Google Ads, isn’t awareness – it’s action. We build and manage pay-per-click (PPC) campaigns for law firms that are optimized to:
1) Target potential clients searching for your legal services.
2) Eliminate any unprofitable clicks.
3) Maximize your return on investment.
Whether you are looking to optimize an existing Google Ads campaign for better law firm PPC performance or to create new PPC ads, we’ll work to achieve a positive ROI for your law firm’s online marketing efforts and to reach prospective clients.
2. Define the Perfect Clients
The Reasons for Hiring
After determining whether your campaign can be profitable, we define the perfect client for your law firm. Our research focuses on the demographics and the mindset of your potential clients so we can focus your ads toward your target market with laser precision. We create a client profile matrix that details the legal problems the client is dealing with, the best offers that will encourage them to take action, why they are looking for a solution, and how your services provide the best solution.
Why is Demographic Research Important?
Demographic research is vital to help you decide on terms, and, in some cases, which users you advertise to. On Google, you can only pay for the search term to rank for, whereas with other PPC streams you can advertise to a chosen demographic. More relevant ads are more likely to convert a user to a client.
What Factors Do You Consider?
PPC for lawyers means understanding why your clients need and use your services, and then translating that to a relevant advertisement. By understanding your demographic or your “ideal client,” you can improve client acquisition and be the natural solution for those in need. Some factors that are considered when creating the “ideal client” or which terms to pay for include:
4. Create Targeted Ads
Writing for What Interests Your Clients
After we’ve conducted keyword research, we create campaigns that target your ideal clients’ demographics, interests, and geographic locations. We also create ads that stand out, are highly relevant to on-page content, deliver a compelling offer, and have a strong call to action. We ensure that your ad copy is relevant to your target audience on the websites they frequent. We also control your ads to prevent them from displaying for searches that aren’t relevant to your legal services to eliminate paying for any unqualified leads.
What is the Secret to a Successful Campaign or Ad?
Targeted campaigns are created for the specific platform. When it comes to successful PPC for law firms, it is this attention to detail that matters. Keyword research for Google Ads will require a different targeted campaign or ad than a social media advertisement campaign, for example.
On Google, your PPC campaign will be in the form of a search listing. Therefore the header, metadata, and landing page are critical for turning that click into a client.
On social media, however, the demographic, advertisement content, visuals, and landing page are important. We do not create cross-campaigns, and instead optimize advertisements so that they are as successful as possible on each platform.
6. Evaluate & Adjust
Refining Opportunities for Success
With paid Google Ads, there is no such thing as “set it and forget it.” Your competitors are always working hard to cut into your share of ad space and your ad spend may change over time. That’s why, every week, we review and optimize your campaigns to ensure success. We track conversions such as web form submissions, calls from your website, and calls from ads. We continuously adjust your campaigns for bidding, placement, ad delivery, device targeting, and schedules to maximize your return on investment. We also give you an online portal that displays up-to-date information about your ad campaigns, including traffic data, costs, click through rates, conversions, and cost per acquisition. In addition to monitoring for performance, we actively monitor and combat “click fraud” by other advertisers who may be clicking on your ads to exhaust your budget. We monitor all suspicious activities and block these persons or entities from seeing your ads in the future.
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