Law Firm Marketing: 9 Tips for Winning More Clients with PPC

Mar 1, 2022 | TIPS & TOOLS

Many law firms fail to make their marketing campaigns work to support the multiple stages of the client’s journey to the consultation. However, most successful law firms use one of the most profitable strategies, PPC (pay-per-click), for their marketing approaches. But what is PPC?

Pay-per-click advertising allows businesses to display ads on search engine results pages for a certain fee. You only pay the fee when a visitor clicks on your ad using targeted keywords. Continue reading to learn about nine effective strategies for attracting new clients to your law firm.

Determine Your Campaign’s Scope

First of all, you need to ask yourself what you hope to accomplish with your PPC campaign. For example, do you want more cases, or do you want to establish your brand as a leading law firm in the industry? After you have the answer to these questions, ensure you make your goals as specific as possible and establish that your PPC ads match your objectives.

Further, consider whether a PPC campaign is your only marketing strategy for generating more cases or whether you also need to incorporate content marketing to meet your business objectives. Finally, find out how long the campaign will run, then measure performance to see if it provides a good ROI for your company.

Bid for the Right Keywords

Keywords are the bedrock of PPC marketing. You need to use every keyword research technique available, such as the following:

  • Talk to your coworkers to generate relevant ideas
  • Use your client’s testimonials to shed light on which terms to use
  • Use keyword research tools like Google Keyword Planner, Spyfu, etc.

Target the Relevant Region

Set your geographical specifications to your area to reach out to your target clients. Ensure that you always determine the radius of your interests and target only the relevant region: this would prevent your PPC ads from appearing in Texas when your law firm operates in California. Paying for clicks from users who will not use your services would also be a waste of money.

Optimize Your Landing Pages

Assume you’ve created an eye-catching PPC marketing scheme and enticed visitors to your landing page. Here’s the question you should ask yourself right now: Is this landing page adequately optimized for both mobile and desktop? Does it conform to my advertisements’ content?

If both answers are a ‘yes’, you’re good to go. However, if website visitors cannot find what they are looking for, optimize the landing page before launching your pay-per-click advertising campaign.

We’ve now reached the point where mobile accounts for more than half of all web traffic. In addition, Google is also prioritizing mobile-friendly websites over non-mobile-friendly sites.

However, the search engine’s public relations team points out that it does not penalize websites that aren’t mobile-friendly. They just don’t get the ‘boost,’ which is an indirect way of saying, ‘If your site isn’t mobile-friendly, we penalize it by not giving it a boost.’ Therefore, ensure you design your PPC campaign, landing page, and website with mobile in mind.

Write Engaging Copy

Avoid using the exact copy for all of your advertisements, but make each one interesting and unique; it must immediately capture the client’s attention. Consider writing at least three appealing ads for each set to magnify its potential.

Perform Regular Audits

PPC marketing checks are crucial because they will assist you in resolving problems with your programs, particularly those costing you more money. In addition, regular audits allow you to improve your ad for the best results.

Focus on Phone Calls

A phone call is far more productive in the legal field than a website visit. Therefore, we advise you to prioritize phone calls over all other modes of communication. There are a few simple ways to accomplish this:

  • Launch a PPC campaign focused solely on phone calls
  • Use call extensions to prioritize phone calls
  • Track down each call to improve decision-making
  • Hire a dependable answering service that is available 24/7

Research Your Competitors

If you are serious about running perfect PPC marketing campaigns and picking up new leads, you must also examine your competitors’ ads and see how they write them. This step is imperative because it may provide you with new copywriting options or keyword concepts.

Also, emphasize what makes you unique compared to your competition. For example, is your law firm open 24/7, and does it provide free consultations? It would help if you offer searchers a reason to choose you over the lawyer next door, whether it is a unique offering or a stellar reputation. Highlight your advantages.

Use Strong CTAs

A CTA (call to action) is your sales pitch. You’ve probably seen accident compensation commercials on TV that end with the CTA, ‘Call our number now to get the settlement you deserve!’ Observe the emotional trigger word: ‘deserve.’

It’s purposely put there to make the client wonder, ‘Have I been getting what I’m entitled to?’ or ‘Did I get the short end of the stick?’ Making the most of a brief pitch in a small space is such a sophisticated art that you might want to work with an ad copywriter just for this.

Work With Digital Dames to Manage Google Ads

If done incorrectly, paid search marketing can squander a significant portion of your budget without yielding the desired results. However, it will help you be noticeable and significantly beat competitors in the legal field if done correctly. Digital Dames can help your law firm craft the most compelling copies for your marketing campaigns that generate leads and more cases. Read our case study here to learn about our approach to Google Ads for lawyers. 

Contact us today to lead your law firm to the top of the industry!

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Post Contributors

Jaclyn Hawtin

Jaclyn Hawtin

Senior Data Architect

Over a decade of experience in product management, devops, startups, and agile methodologies. Track record of simplifying complex technical processes for cross-functional teams. Proficient in user centered design, UX, IX, UI, IA, user research and data analytics for responsive web, mobile and tablet applications. Incredibly adaptable, fluent with both people and machines.

Mani O'Brien

Mani O'Brien

Conversion optimization manager

Mani is a senior marketing manager with roots in storytelling. She nerds out on everything data, technology, human behavior and design. Chat with her about UX/UI, marketing funnels, conversion and goal tracking, marketing experimentation and astrology (she’s a Virgo Sun, Aries Rising).

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