PPC for Attorneys - Is it right for your firm?

As the legal industry continues to evolve, attorneys must stay up-to-date on the latest marketing strategies to maximize leads and reach potential clients. Pay-per-click (PPC) advertising is an effective way for attorneys to reach a larger audience and gain more visibility. The process involves purchasing ads on search engines like Google or Bing and social media platforms like Meta Ads. 

When properly executed, PPC campaigns can successfully drive traffic to your website and generate more leads. However, the keyword "lawyer" is one of the most expensive. So, if you go this route, you will want to explore keyword phrases and other terms that may not be as obvious and are cheaper. You'll also want to include retargeting as a part of your strategy, as this lowers the overall cost of your ad campaign.

Local Service Ads (LSAs) are an innovative form of Pay-Per-Click (PPC) advertising from Google Ads. They have been gaining popularity among attorneys, as they offer unique advantages to those in the legal profession. 

For starters, LSAs are cost-effective and easy to manage. Attorneys can set a maximum budget per job and only pay when someone engages with their advertisement. The bidding process is also simplified, as Google automatically selects the most competitive bidders and sets bids at the lowest price needed to keep the ad running.

This eliminates guesswork and allows attorneys to focus more on delivering quality service than managing complex PPC campaigns. 

Second, LSAs provide higher visibility for legal professionals in their local markets than other advertising forms. Local Service Ads appear in the "zero position,” that’s the position ABOVE PPC ads. 

Finally, with LSA ads, you only pay when a prospect calls you for the types of leads you have chosen. 

SEO involves optimizing a website or other online content with keywords that are relevant to the services or products being offered, as well as other strategies designed to make it easier for potential customers to find them on search engine pages such as Google or Bing.

SEO can help attorneys reach potential clients more effectively than PPC because they don’t have to pay each time someone clicks on an ad.

SEO also has the advantage of increasing credibility since organic results are generally seen as more trustworthy than paid advertisements.

In fact, many site visitors will scroll right past paid advertisements and take a look at the organic results.

Meta Ads have become an increasingly popular way for attorneys to promote their services and reach potential clients. Not only are they an effective form of paid advertising, but they can be an excellent choice for attorneys with smaller budgets who may not have the funds to invest in large-scale marketing campaigns such as billboards or TV commercials.

Attorneys can create tailored Meta ad campaigns focusing on their target audience and meeting their specific goals. Whether it is increasing brand awareness or driving website visits, Meta ads can deliver high-quality leads at a fraction of what you would expect to pay for traditional media campaigns.

With detailed analytics available, attorneys can track their ads' performance and make adjustments if desired. Additionally, Meta Ads can be scaled up or down depending on budget size, something that is not possible with larger marketing initiatives such as printed advertisements or radio spots.

The bottom line is that determining which marketing tool is right for your firm depends on your goals and budget. Before you select the tactic, align your goals with the cost of the strategy. That way, you’ll ensure you’re using the most efficient method to get the desired results.