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Pay Per Click (PPC) Advertising for Lawyers
Experienced PPC Specialists
One of the most aggressive marketing tactics law firms use to convert Google traffic into clients is through law firm PPC ads, as part of a comprehensive law firm PPC strategy. This is a digital advertising method utilized by law firms to promote their legal services through platforms like Google Ads and social media. TSEG designs and manages PPC ad campaigns specifically for law firms, ensuring effective strategies and optimal results. TSEG have over 15 years of experience in helping law firms leverage the internet to get more cases. TSEG will partner with you, with market exclusivity, and design and manage PPC for lawyers campaigns that produce leads at a competitive price.
Google Ads Certified Team
TSEG is a proud member of the Google Premier Partner program. Our marketing experts are certified to work with a full suite of Google’s marketing tools, which includes PPC advertising, managing your Google Ads account and utilizing Google Analytics to track campaign performance. We have a dedicated strategic partner manager as a part of our team to help us better serve you with all your Google marketing needs.
Advantages Over SEO
Some law firms just cannot wait around for a few months until their search engine optimization campaigns start producing results. Video ads are one of the formats available in Google Ads that can enhance law firms’ advertising strategies. When you’re ready to take your law firm marketing to the next level, you want immediate action. PPC is just that, ensuring your law firm appears in the search results significantly faster than SEO. Through online advertising partners such as Google Ads and Bing Ads, TSEG executes the law firm's PPC campaigns, ensuring that these targeted ppc campaigns can begin generating leads significantly faster than SEO. Creating dedicated landing pages for each paid ad is crucial to ensure that the content aligns closely with the ad that attracted the user, which is essential for a successful PPC campaign. Creating effective Google Ad campaigns is also essential for targeting potential clients seeking legal services, focusing on compelling ad copy, extensions, and performance tracking to improve click-through rates.
Optimizing a law firm PPC campaign involves monitoring performance metrics like ad spend and cost-per-click (CPC). and making adjustments based on keyword performance. As of February 2020, Google and Bing are the two highest-traffic search engines (https://gs.statcounter.com/search-engine-market-share/all/united-states-of-america). Starting a pay per click advertising for lawyers means your law firm’s ad will appear prominently in the search engine results of these two search giants when a relevant and likely-to-convert search is made. Effective marketing for lawyers involves optimizing ad performance by creating PPC campaigns explicitly tailored for legal professionals to drive client engagement and lead generation.
While getting conversions and leads through PPC is typically faster than SEO, we don’t consider a campaign fully optimized until we run it for a few months, which is part of our PPC management strategy. Many law firms invest in PPC advertising to achieve quick results and improve efficiency. The data that PPC ads collect, such as demographic and behavioral data, gives our team insights to make alterations to the campaign that ensure you are getting the best placements for the lowest price. Improving ad quality is crucial for enhancing campaign performance, as it impacts the ranking of ads on platforms like Google Ads.
Focusing on improving the ad’s relevance through the strategic use of negative keywords can significantly enhance ad performance and lower cost-per-click (CPC). Integrating and analyzing ad campaigns, including techniques like using relevant keywords in ad copy and conducting A/B tests, is essential for achieving better results. Split testing headlines, descriptions, and ad extensions helps us customize your ad to meet your campaign objective to the best of our ability. Working with specialized digital marketing agencies can lead to successful PPC campaigns, ensuring a worthwhile investment in pay-per-click advertising.
USPs
We Report Cases, Not Clicks
We’re not here to impress you with traffic. We’re here to show you how it turns into business. Our reporting starts with leads but evolves as your intake team closes cases. We then use that signed-case data to sharpen both your reports and your strategy — because at the end of the day, it’s signed cases, not form fills, that drive firm growth.
Dynamically Optimized Campaigns
We look at your performance every day — not once a month. Our PPC campaigns are dynamically optimized using live data, and our Case Tracking Cycle keeps the feedback loop tight. As you report back on signed cases and case types, we realign your spend to hit the best cost-per-case possible.
Proprietary MVA Campaign Model
We’ve built a paid search strategy exclusive to TSEG that targets individuals involved in motor vehicle accidents before they search for a lawyer — driving high volume at a significantly lower cost than traditional “car accident lawyer” PPC campaigns. Every lead is screened, qualified, and live-transferred to your team, ready to sign. Most of our partners are closing these at a 40–50% rate.
We’re Obsessed with Data
The data our team monitors and analyzes every day derives from how your law firm’s campaign’s targeting is set up to reach your targeted audience. Utilizing ‘free legal advice’ or ‘free consultation’ as a call-to-action can be highly effective in attracting potential clients. Effective keyword research, utilizing tools like the google keyword planner, is important in this process., as it helps identify relevant keywords, including high-intent and long-tail keywords, and develop negative keyword lists to improve ad relevance and ROI. PPC advertising platforms like Google Ads, Facebook Ads, and YouTube Ads can drive traffic to law firm websites by enhancing brand awareness, redesigning websites, and effectively channeling potential clients.
We can write ad copy that captures the interest of potential clients and differentiates your firm from competitors, making your ads appear for a very specific consumer, or for a broad audience – depending on your current marketing objective. Some targeting tactics we use in our pay per click advertising for lawyers are:
Demographic Targeting
Geo-Fence Targeting
Search Retargeting
Site Retargeting
Contextual Keyword Targeting
Others
Additionally, targeting ads for ppc for lawyers can attract high-intent clients, maximizing conversion rates., maximizing conversion rates and ensuring you attract quality leads.
Demographic Targeting
PPC ad platforms offer various identifiers on almost every user on their search engines. These identifiers include things like age, gender, education level, parental status, marriage status, and household income.
Geo-Fence Targeting
With geo-fence targeting, TSEG can ensure your PPC ads are shown in a distinct location, such as a zipcode, neighborhood, or building.
Search Retargeting
When a user searches a query related to your law firm and its services, even if it doesn’t include your keywords, Google will track the keywords searched and then show your ad to the same searcher when they browse websites that are relevant to the legal industry.
When a user browses a website that has content containing keywords related to the legal industry, your ad will then appear to them on Google.
Additionally, we minimize wasted ad spend by implementing negative keywords. This is a custom list of keywords that we add to your campaign so that your ads never appear for searches that have no intent to hire your law firm.
TSEG Wins The Internet Advertising Competition (IAC) Award for Best Legal Social Media Campaign
It’s important to know the ROI on your marketing budget – especially when your law firm advertises on multiple platforms to improve PPC campaign performance. Utilizing tools like the Google Keyword Planner can help estimate traffic and costs for your PPC ad campaigns. Local service ads can significantly enhance your visibility on search engine results pages. Integrating Google Analytics with your PPC advertising is crucial for effectively tracking campaign performance and optimizing PPC ad spend to attract prospective clients. TSEG believe the best way to track where your leads come from is by putting a call tracking system in place for all of your digital marketing campaigns. Call tracking allows us to use different phone numbers on different platforms you advertise on.
These tracking numbers instantly forward calls to your law firm’s main phone number, but we are able to see which tracking number the call came from. When you get a phone lead, we will be able to pinpoint if they came from organic site traffic, a click on a PPC ad, or even a tap on your maps listing from a mobile phone. This, along with a summary of your law firm’s PPC campaigns will be put together by our team and delivered to you on a monthly basis. We make sure to be as transparent as we can with our clients with our reporting, and we will walk through them with you to point out successes and areas that could use improvement.
We Treat You Like a Partner, Not a Client
TSEG works with law firms on a market exclusive basis. Our marketing specialists view our clients as serious business partners, and we believe that an agency cannot build this client relationship across various marketing channels while simultaneously doing work for competitors in the same market. Our belief in creating strong client relationships combined with our aggressive approach to digital marketing has attracted competitive law firms from across the country to hire us to take care of their many digital marketing needs.
A: We don’t sell retainers or leads at a fixed price — and we don’t believe anyone truly can without cutting corners. What we do give you is a realistic cost-per-case estimate based on current campaign data, your intake quality, and your market. If we’re consistently above target, we make changes — fast. If we come in under, even better.
Are these leads exclusive to my firm?
A: Yes. Every dollar you spend goes toward a campaign built only for your firm. We don’t pool budgets or resell leads. Your pipeline stays yours.
Service Related:
Can I do just SEO now and paid advertising later?
We get this question a lot at TSEG: “Can I just start with SEO and maybe look at paid advertising down the road?” You absolutely can! The problem is you have to realize that SEO is a long-term investment. You may not get a good return on your SEO investment for two to three years, so we always strongly recommend paid advertising to our firms, every single month, even right out the gate. That is going to provide you cases right away.
With paid advertising, you immediately jump to the top of Google. You’re in the Google ads; when someone is searching, you’re in the top three results consistently. That will provide you cases in order to make the long-term investment a little bit more sustainable.
How long does it take for a Google Ad campaign to start producing results?
For a Google Ad campaign to start producing results, you really have to give it at least a few months. Every single ad campaign out there, including Facebook Ads, goes through a “learning” period. Some platforms take a little bit longer. That’s not to say you should invest three months in Google Ads and not get a single thing out of it. But, you don’t want to start a Google Ad campaign and, for a month, not get a case and pull the plug because the Google algorithm is learning. Every lead you get, every conversion you get, it’s learning from itself. You want to make sure to not go full-force right away. The way we treat a brand new ad campaign, we’re a little bit more conservative in the first month.
We’re going to bid low, and we’re inching our bids up to see what the competitors are actually bidding for those top terms. You want to analyze your leads from there. Are there actual, good leads? Should you not be bidding on that term at all when this other term is producing more cases? So for the first few months – you’re learning a ton. We’re learning how much your competitors are spending, we’re learning which leads are turning into cases, and which ones we should focus on. I say give it at least three months, ideally six, to truly analyze if you’re getting a good return on your investment from paid advertising.
Google Ads, is it just about getting the cheapest click or lead possible?
We’ve learned over the past decade or so that it’s really not just about bidding as little as possible or trying to get the cheapest lead from Google Ads because Google Ads is an auction system. If you’re bidding on personal injury, and you’re bidding fourth most among your competitors, you’re not going to be showing up in the top three. The problem with that is: People that call on the first three firms and get rejected, they’re just going to keep calling. They get in a car accident with no injuries, the top three firms reject them, they finally click on your ad which is fourth, they call you and you’re going to say “I get nothing but junk from my Google Ads”. It is very important – whatever your budget is – you want to show up in the top two for your relevant terms. That might be paying a ton more per click, but I would rather have four $300 clicks that turn into a case than a thousand $1 clicks that get you nothing and wastes your intake time and wastes your time because they’ve already been declined by multiple other lawyers..
Why does TSEG focus on cost per case vs impressions, clicks, or even leads?
At TSEG, we focus on cost per case because that’s really the only number that matters. Many in this industry will throw around impressions and clicks like they actually matter. The reason it doesn’t matter is you can get a ton of traffic to your website, but if it’s all junk, not turning into cases, there’s really no point in having all those people go to your website. It’s all about quality. All about cases. If it comes down to you getting 10 clicks or 1,000 clicks, and those 10 clicks turn into a case, I’m picking the ten clicks every time.
The way we track cases is, we put a tracking number on everything. On your Facebook ads, on your Google ads, Google SEO, organic, your maps. Everything has a tracking number, so every lead that comes to your door, every call, every form, we know exactly where it’s coming from. We require our clients to give us case feedback of actual names of people who signed up’s settlement numbers, so we can accurately track ROI. That’s the best way to do it, because then, on a monthly basis, we can make decisions with your marketing budget without having to talk to you.
If you have a $50,000 budget and we analyze your campaign and find that you got 30 cases from your Google ads and only five from SEO, we might focus more on your Google ads, and vice versa. If you’re getting more cases from SEO, lets pull back on Google ads and invest more in that. The only way to make an accurate, qualified decision is to know your case data. If you don’t give that feedback, your marketing company is going to be in the dark. They’re just going to be guessing “we got a bunch of leads from Google ads. It must be working.” But if none of those turn into cases, you’re just wasting your money.
Without providing that feedback and working with your marketing company on a weekly basis, you’re going to be throwing a lot of money away.
How do I know if my paid advertising campaign is working?
To accurately know if your paid advertising is working or not, you have to be tracking all of your leads and where they’re coming from. If you’re paying Google ads, Bing ads, Facebook ads, it’s crucial to have effective bidding strategies in place. , you need to have tracking numbers on all of those to see where your leads are coming from and your investment for each of those. Every single month, you should be looking at how many cases you get from Google ads versus how much you spent. You need to be careful here, because you don’t want to panic if you only got one case that month from Google ads and you spent 10 grand and you’re like “that’s a terrible cost per case. Lets cut it off.” You want to make sure you have five to six months worth of data to actually make that decision.
It’s very inconsistent. We’ve had months where you spend $20,000 and you only get four cases, and we’ve had months where you spend $20,000 and you get 15 cases. So, you want to give it enough time, I’d say five, six months, to actually analyze and make qualified decisions, because, just like anything, there’s going to be ebbs and flows of where your leads are coming from. But, if you’re not tracking all of that, you’ll never know.
So, I would look at everything on a month to month basis, take it with a grain of salt, and then really make qualified decisions for your firm after three, four, five months of data.
How accurately would we be able to track our cost-per-case from paid search advertising
Location Related:
Why is my office location so important when it comes to signing cases from the internet?
Google has made significant updates over the past few years, mainly around Google Local. They’re trying to get away from the one firm that dominates the entire city, no matter where they’re located. So, this has put more of an emphasis on where your location is. Ideally, you want to have multiple locations through the city, because then you’re going to be showing up much better throughout all the traffic.
Really, what you want to look at is the most populated parts of the city are. Where are the clients that you want living? A lot of firms will choose office locations next to major highways and use their office as a billboard. It’s a huge sign out there. It’s a free billboard, right in your office.
Consult with your digital marketing company before picking an office, because it can be detrimental to your business to just have an office that’s too far away from everyone in the city.
Does it matter if my office is located near the city center when it comes to Google?
Four or five years ago, getting towards the city center was the most important thing, until the recent updates by Google that made it more and more important where your office is actually located. The goal with your Google local is to show up as far away from your office in the top three results as possible.
The problem is, it’s not just the city center anymore. It’s where people are actually living; where your clients actually are is where you want to focus. So be very strategic about where you pick an office. Make sure to consult with your digital marketing group about where the best location would be, especially if you’re going to open up multiple locations.
Comparing to LSA:
How are Google Local Service Ads different from Google Ads?
What’s great about the Google Local Service Ads is that it’s pay-per-lead, which influences ad placements across various platforms . Basically, any lead that comes through to your law firm – that’s all you’re being charged for. With Google Ads and the pay-per-click model, you can pay for ten clicks but that doesn’t mean that those are going to be actual conversions. You can pay $200 per click on a car accident lead. You can pay ten of those and you’re hoping to get one to two conversions with hopes that they turn into cases. With Google Local Service Ads, you’re paying every single time the phone comes through. It’s been very cost effective, which is great. The cost-per-lead has been great. The cost-per-case has been fantastic. You don’t want to completely go away from Google Ads because you don’t want to have all your eggs in one basket. If there’s anything that I’ve learned with Google it’s that they could shake things up at any moment. You could have pulled your entire PPC budget and only doing LSA – and Google could do an algorithm update and all of a sudden PPC is fantastic again. So you want to make sure you’re tracking your cost-per-lead, tracking your cost-per-case, and make sure that both campaigns are being successful.
What are Google Local Service Ads and how should I approach them?
It’s basically a profile that sits at the very top of Google. It’s a pay-per-lead system. Every single time that someone is calling your firm – that’s all you’re being charged for. In the past with traditional PPC, you might spend $200 for a click, but that doesn’t mean that it’s actually going to lead to somebody that’s calling the firm. What’s great about Google Screened and Google Local Service Ads – it’s all pay-per-lead. Again, anybody that’s calling your firm – that’s all you’re being charged for. We’ve consistently been able to rank our clients in the top three, get them consistent leads and get them consistent cases.
What is the biggest difference between Google Ads & Social Media Ads?
It’s really pitch versus catch marketing. I hear firms that are like “I want to get into branding” and that’s fantastic. Social media is great for that, it’s very cost effective. But again, it’s pitch marketing. You’re having your ad show up on social media feeds non-stop. The person may not be getting into an accident that day, that next week, but they’re going to keep seeing your ads over and over and over again so that when they are doing a search for personal injury lawyer, down the road, they’re remembering you – they’ve seen you before. That’s when they click on your website and turn into a lead or a case. With Google Ads and search ads , someone has already been in an accident. It’s a high intent search. Those clicks are fantastic. It’s somebody that’s coming directly to your website and converting and turning into a lead or a case. But you have to differentiate between the two. I talk to firms all the time they want to do social media ads but then they pause them after a couple of months because they think “Hey, I’m not getting any leads and cases from it!” but that’s not really its intent in the context of effective ppc marketing . The intent is to get your firm out there as much as possible. So that when they do get in an accident down the line – you’re the first person they think of.
General FAQs
How do I figure out my law firms marketing budget?
I would come up with a case goal to start out. How many cases do you want on a monthly basis? Some lawyers want 1,000. If you want 1,000 cases a month, you’re probably spending $200,000 – $300,000 a month to get that. So be realistic. If you’re starting out a solo firm, you have one person answering the phone – you’re not going to be able to take 1,000 cases. Start with five or ten. If you want five cases a month, you should probably be looking at least $10,000 investment on a monthly basis spread out between all your marketing and grow from there. Come up with the “I want to get ten cases a month for the first six months, after that I want to jump to twenty.” And then you can come up with a budget. “Okay let’s spend ten thousand a month for the first six months and then grow from there based on case results.”
As a lawyer, what can I do to help my digital marketing agency? (Mention case tracking cycle)
As a lawyer, to help your digital agency the most, give them case feedback. You need to make sure your digital agency is analyzing your campaigns based on case feedback and your overall marketing efforts , or they’re really just in the dark, guessing “Hey i think the most cases are coming from here.” So, the best thing you can do for your agency is not only give them case feedback, but also track those actual cases. That allows companies like ours to take that information and see where exactly that case came from – if it was from Google Ads or from SEO – and go back to optimize the campaigns based on your signed cases.
We can use the tracking information of someone who signed up through Google Ads, and actually find the exact key term that they searched. So over a long period of time, a year or two years, we have enough data to look back at the campaign and say “This key term produced 40% of our cases. Lets focus our budget more on that key term. Lets increase our bids there, so we’re dominant where your cases are actually coming from.” So I’d say that is the most important piece of your relationship with your digital agency, and we require all our firms to give us that data.
