Pay-per-click (PPC) marketing is a powerful tool that attorneys can use to grow their legal business. This strategy entails reaching out to potential clients who are online looking for legal services by employing different strategies and focused marketing. With PPC marketing, lawyers can precisely target the prospect clients and while having control on their marketing budgets. Building brand awareness, using relevant terms, selecting the right audience, and monitoring campaign results are all critical to achieve the desired success. Lawyers can drive legal leads on demand and acquire more clients by understanding the online advertising nitty gritties.

PPC Agency for Lawyers_PPC Ad Results for our lawyer clients
Our Lawyer Client’s PPC Ads Ranking in Top of Google Search Results for Car Accident Attorney


The best thing about PPC advertisement is that you can showcase your business to prospects absolutely FREE.

And, you got charged only when a user clicks on your ad to call you or to reach on your website.

Understanding PPC for Law Firms

You understood that Pay-per-click advertising (PPC) is a digital marketing model in which businesses place ads on Google’s search engine results pages (SERPs), social media platforms, and other websites. You will only pay when a user clicks on your ad, as the term pay-per-click indicates.

Lawyer PPC advertising can be extremely beneficial for law firm owners because it allows them to target potential clients who are actively searching for legal services.

First, Optimize Your Law Firm’s Websites

To start with lawyer PPC you first need a website that has good appearance and offers user experience.

And, if you cannot redo your website for some reasons, you can choose another option, Landing Pages.

Just create some good converting landing pages that you can use to drive your PPC traffic to.

And why we need that in the very first place?

Because, Legal PPC is costly. And you would not wish to burn your money on just clicks which are not converting due to the bad or mediocre website experience.

For an effective PPC campaign, there are two other key components to consider: copywriting, and calls-to-action (CTAs).

Copywriting is the process of crafting the text that will appear in your ads and on your landing pages. Effective copywriting should be persuasive, concise, and clearly convey the benefits of your law practice. Also, the content on the landing page should be relevant to the ad creatives you are using.

CTAs are the prompts that encourage users to take action, such as filling out a contact form or calling the law practice. These should be prominently displayed on landing pages and ads.

If you think you are unable to complete this part, you can take help of a lawyer PPC agency like Techifox to get this done for you.

Here is the snap of one of our Lawyer client’s landing pages.

Lawyer PPC Agency_landing for our client

Do An In-Depth Keyword Research

Keyword research is the process of identifying the search terms that potential clients are using to find legal services like yours.

It is the most vital part of any good PPC campaigns.

The goal is to do an in-depth research and select keywords with high conversions intent, high search volume, and low competition. There are few authentic keyword research tools such as SEMRush, Google Keyword Planner, and Ahref which can help you identify the most effective keywords for your law practice.

Utilize User Targeting Methods

PPC advertising allows you to target specific demographics and locations. For law practices, it’s important to target users who are searching for legal services in your area. You can also target users based on their interests, behaviors, and even the devices they use to search.

Local PPC for Law Practices:

Local PPC (Pay-Per-Click) advertising is an essential marketing strategy for law practices that aim to target potential clients in their local area. With the increase in mobile and voice search, it’s vital for law firms to optimize their local search presence to attract and retain clients.

Importance of Local PPC for Law Practices:

Target Local Audience: Local PPC helps law firms to target their audience by location, language, and device. This means that you can reach potential clients who are searching for legal services in your specific geographic area.

Cost-Effective: Local PPC advertising is cost-effective compared to other advertising methods. You can set a budget and control the cost per click, ensuring you don’t overspend on advertising.

Increased Visibility: Local PPC increases your law firm’s visibility on search engines and maps. This can help your law firm stand out from the competition and attract potential clients.

Better ROI: With local PPC, you can measure your ROI (Return on Investment) and make data-driven decisions. This means you can optimize your campaigns to get a better ROI and reduce wasted ad spend.

Measuring and Tracking PPC Performance for Law Practices

Tracking PPC performance is critical for law practices for several reasons.

First, tracking your law firm PPC campaigns allows you to monitor the effectiveness of your advertising efforts. By measuring the performance of your PPC campaigns, you can determine which ads are driving traffic and generating leads, and which ones are not. This information can help you refine your campaigns and improve their overall effectiveness.

Second, tracking PPC performance allows you to optimize your campaigns for better results. By monitoring your campaigns and adjusting your targeting, bidding strategies, and ad content, you can improve your click-through rates (CTR) and conversion rates, which can lead to more leads and clients.

Third, tracking your PPC performance provides you with valuable data that can help you make more informed decisions about your advertising budget. By analyzing the cost-per-click (CPC), cost-per-lead (CPL), and other metrics, you can determine which campaigns are delivering the best ROI and adjust your spending accordingly.

Key Metrics You Should Track:

When tracking PPC performance for law practices, there are several key metrics to keep an eye on. These include:

Ad Rankings: Your ad’s position in the search results can have a significant impact on its performance. Higher ad rankings typically result in more clicks and impressions, so it’s important to track your ad position and adjust your bids as needed to improve your rankings.

Click-Through Rate (CTR): Your CTR measures the percentage of users who click on your ads after seeing them. A high CTR indicates that your ads are relevant and engaging to your target audience.

Conversion Rate: Your conversion rate measures the percentage of users who take a desired action on your website, such as filling out a contact form or making a phone call. A high conversion rate indicates that your ads are effectively driving qualified leads to your website.

Cost-Per-Click (CPC): Your CPC measures the average cost of each click on your ads. Monitoring your CPC can help you optimize your bidding strategies to maximize your budget.

Cost-Per-Lead (CPL): Your CPL measures the average cost of each lead generated by your PPC campaigns. Tracking your CPL can help you determine which campaigns are delivering the best ROI and adjust your spending accordingly.

You Can Utilize Some Tools for tracking:

Google Analytics and Google Search Console are powerful tools that can help you track and measure the performance of your PPC campaigns.

Set up conversion tracking in Google Analytics: Conversion tracking allows you to track the specific actions users take on your website after clicking on your ads. By setting up conversion tracking, you can monitor your conversion rates and adjust your campaigns to improve their effectiveness.

Use UTM parameters: UTM parameters are tags that you can add to your ad URLs to track campaign performance in Google Analytics. By using UTM parameters, you can monitor which campaigns and ad groups are generating the most traffic and leads.

Create Your Own UTM Parameters here.

Set up Google Search Console to track search performance: Google Search Console provides valuable data about how your website is performing in the search results. By monitoring your search performance, you can identify opportunities to improve.

Ready to Grow Your Law Firm…

If you’d like help with your law firm PPC marketing, we would be glad to discuss this with you. Fill out the contact form to get a FREE 30 MIN CONSULTATION with one of our legal marketing experts.