Using PPC to Build & Grow Your Law Firm or Legal Practice
What is PPC (pay-per-click) Marketing?
Pay-per-click marketing is a way of paying search engines for clicks to your website, as opposed to getting clicks from organic search engine results pages (SERPs) through search engine optimization (SEO). Pay per click ads typically appear in a colored box or labeled sections on search results pages and are separated from the regular search results on most major search engines.
How it Works
Every time your ad is clicked, sending a visitor to your website, you pay the search engine a fee. When your PPC campaign is well-designed and running smoothly, that fee should be trivial. This is because the visit is worth far more to your law firm than what you paid for the click. For example, if you pay $10 for a click, but the click results in a $1,500 client retainer, then you’ve made a hefty profit. Having a successful and profitable PPC campaign is all about tracking your conversions to ensure the ROI of your campaign remains positive.
Why it Works
PPC campaigns can be used to grow your client base exponentially. This is because you’re connecting directly with potential clients as they are actively looking for a solution to their legal problem(s). Let’s be real, the days of advertising in the phone book are over. The internet is the new phone book, what does your legal practice or firm’s online presence look like?
“Lead Lawyer has increased our pay-per-click conversions by about 35% while lowering our cost per client acquisition by almost 20%. We're very happy with the work they've done for us.”Joe RockstahlLead Lawyer Client
Key Metrics of a Good PPC Campaign
It’s imperative that you only advertise for keywords that are going to result new clients.
Don’t follow the crowd. Write create ad copy that speaks to your potential client and makes them want to click.
Your landing page should match your ad copy and be optimized for conversions with calls to action.
Phone call and contact forms should have conversion tracking installed so that ROI can be tracked.
Stop losing business to other Attorneys.
Get Your Website Found With
Your prospective clients are searching the internet for an attorney right now. Are they finding you? If not, you’re losing business to someone else.
While we use many different platforms for our PPC campaigns, by far our biggest and most successful are currently on Google Adwords. Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables law firms to create ads that appear on Google’s search engine and other Google properties along with their large network of Adsense enabled websites.
We’re Proud Google Certified Partners
As certified Google Partners, we’re well-versed in all things Google. This includes Google AdWords, Search, Analytics, Display Network and YouTube video advertising. As a Google Partner we must manage an ad spend of at least $10,000 every 90 days and continuously meet Google’s standards to maintain our partner status. Being a Google Partner means having certified employees who consistently deliver measurable results for our clients.
Full Focus on ROI with Call and Conversion Tracking
One of the advantages to having Lead Lawyer manage your PPC campaign is that we are ROI focused. “ROI” is not a buzz word to us, it is tracked and reported tangible results. We don’t care how many clicks you get, we care about how much money you make. One of the most important aspects of a PPC campaign is the ability to track them properly. Most law firms rely on both contact form submissions and phone calls to drive leads for them.
At Lead Lawyer, we include tracking of both contact forms and phone calls in our PPC campaigns. This allows us to optimize your campaigns based on what really matters, paying clients. Your growth is our objective, and we are committed to providing you and your legal practice or firm with the highest return on your investment. Attorneys hire us to increase their bottom line, that is the ultimate measure of our success.