If you do any sort of Google search for your city name and area of practice there’s a great chance you see a litany of ads in the search results, all from various competitors in your area. These ads are what’s known as pay-per-click ads (usually notated with ‘ads and at the top of most Google searches) and they are a wildly effective way to generate leads for your law practice.
The beauty of PPC is that, unlike SEO, you can turn your ads on immediately. There’s no waiting for a search engine algorithm to scan your site and slowly move it up Google’s rankings. If a well managed SEO campaign is the equivalent of growing your own garden to feed your family,PPC is the gourmet restaurant up the street that is open 24/7. A well managed, efficient PPC Campaign is a great idea in a number of scenarios:
Your law firm just launched a new web site
Your firm’s web site does not have the SEO rankings to generate business
You want to target a time sensitive type of client and don’t have time to rank organically
You have good rankings but need more leads and clients to keep your associates busy
(most commonly) you need leads YESTERDAY
Start getting leads today!
Specify every aspect of the audience you want to see your ads from their geographic location, to the time of day they are searching, to the keywords they type.
PPC allows you to track every aspect of your campaign (form submissions, phone calls, downloads, website visitors) to determine the true value the campaign is delivering.
You can start small and scale your budget as you see the results you’re looking for.
It’s because when managed correctly, a PPC campaign can breath precious life into your practice and provide a massive return on your investment. When mismanaged however, it get’s expensive quickly with little to show for it. While there is an abundance of minutiae behind each campaign, the key behind a successful PPC campaign (in our experience) lies in these metrics:
This is the percentage of people who see your ad who click on your ad. The higher the percentage the better for your campaign. Google doesn’t make any money unless your ad gets clicked on so they give a lot of benefits (like lower click pricing) to law firms who write compelling ads.
All the clicks in the world are worthless (and cost prohibitive) if you don't generate qualified leads as a result. Focusing on conversions is one of the ways to ensure you get a positive ROI from your campaign
This is how much you need to spend to generate a client. Without question, cost per acquisition is the most important metric for every law firm using PPC to get legal clients.
Granted, so much goes into optimizing these three high level metrics that we don’t want to oversimplify PPC. To avoid wasting money, our recommendation is that you either have 1-2 hours a day to devote to learning and managing your PPC campaign OR that you hire a Google Adwords Certified Partner (like us!) to manage the campaign for you.
We are metrics driven organization that relies on data and facts to make decisions, not hunches. We have managed millions of dollars worth of PPC spend and as a result, we have a fundamental understanding of what works for lawyers and what doesn't.
Despite that knowledge we are always testing our assumptions to ensure that the best idea always wins.
In addition to our experience we also provide the following with every PPC campaign:
This means we can track conversions down to the specific keywords to make sure your money is allocated to the areas driving your practice.
We create custom, easy to understand reporting that’s viewable on any device and focuses on the metrics that are important to you
Have a question about your campaign and want an answer from an expert? Simply call our support number and you’ll speak with a Google Certified Professional who can answer any question regarding your account.
Since you can start a Google Adwords campaign for as little as $100, there is little to no reason why every law firm and/or attorney doesn’t run a PPC campaign to drive more leads to their practice.
In addition for any new Google Adwords client, we can offer $100 in free advertising as a
Google Certified Partner.
If you’re looking to drive more clients as quickly and efficiently as possible, fill out the form on this page or give us a call for a free consultation.
We don’t staff sales people. Fill out the form to talk with a veteran marketing expert.