Get the ROI You Desire with the Help of Our PPC Experts

Andrea OzelloAuthor: Andrea Ozello
Updated on 02/27/2024

Is your business struggling to get more cases to take on? Are you looking to get more leads that are qualified for your specific legal practice? Or maybe you’re looking to expand your firm?

According to Ruler Analytics, 58% of traffic to legal groups comes from paid search, making it a great way to get your firm more leads.

At Sixth City Marketing, we are pay-per-click management experts who are ready to help your firm succeed by providing you with strategic advice, or even run tailored ad campaigns on your behalf to help your business grow.

Let Us Manage Your Ads Account

Common Questions About PPC from Lawyers and Attorneys

What is PPC for Lawyers?

Pay-per-click marketing for law firms includes running ads on various platforms while targeting people who are searching for your specialty, and then being billed whenever someone clicks on your ads. So, whether you specialize in personal injury, employment, or anything in-between, you can rank above your competitors when you enable PPC strategies that are proven to show results.

How can I plan what terms to target?

You can use free tools such as this free keyword planner from Wordstream to enter in some relevant terms to your practice, and it will show you data on how much is will cost, how much search volume it has, and how competitive the term is. It will also suggest other similar keywords for you to consider:

civil lawyer ppc terms

Will I be able to make sure my ads don’t show for services I don’t offer?

Yes. In Google Ads, you will be able to generate what is called a negative keyword list where you can add different keywords that you don’t want your ads to show for when searched. This is especially helpful if you run more broad campaigns, as while they can bring in a lot of volume, they aren’t always qualified. Another way to prevent this is by targeting exact match terms, which will lower the chances of your ads showing for non-relevant searches.

What is a good keyword strategy to use for my law firm’s PPC campaign?

Depending on the type of campaign that you’re running, your keywords are going to be one of the key contributors to success.  A mix of short and long-tail keywords are beneficial to make sure you are covering the broad and niche terms that might be searched by your target market. It is important to be extremely targeted with your keywords and include terms that are related to specific legal services offered. Sometimes, it can even be a good idea to target competitor brand names.

Let’s say you own a firm in Indianapolis and specialize in family law. Here is a brief example of some terms you could consider:

  • Family law attorney
  • Child custody lawyer near me
  • Indianapolis family law attorney
  • Adoption lawyer near Indianapolis
  • Legal separation attorney near me
  • Indianapolis divorce law firm

What are some tips for a high converting PPC landing page for law firms?

Between the design and content of your PPC landing page, there are many things you can focus on to enhance conversion. Some of the things you can tweak and adjust include:

  • Clear and concise messaging
  • Include various keywords in the copy
  • Strong headlines and subheadings
  • Compelling calls-to-action
  • Forms optimized for conversion
  • Testimonials and client logos

How can ad extensions be utilized to enhance visibility of our ads?

Ad extensions can be very helpful in increasing visibility and effectiveness of PPC campaigns. There are many different extensions that can be utilized and each of them serve a different purpose. It is recommended to use sitelink extension to direct users to specific pages on your live website. Additionally, callout extension are great for highlighting unique selling points of your services. Lastly, you can experience with different ad format such as responsive search ads or image ads to see what performs best for your business.

What are Local Service Ads?

Local Services ads, or LSAs, are part of a recent feature from Google that allows you to run a new type of ad that displays in a local area. Your business is screened by Google to ensure your authenticity and shows relevant information to show your credibility. Not to mention, LSAs are a great way to generate leads from users searching for your exact business services, as they display at the top of search:

legal industry LSAs

How does PPC benefit law firms?

Online advertising can be an extremely powerful tool for law firms to help increase presence on search engines, attract potential customers, and increase clientele. It is important to note that before creating a PPC campaign, preliminary research and strategizing is crucial to ensure you are reaching your target audience.

Here are some additional benefits a PPC campaign provides for law firms:

  • Targeted advertising – Google Ads allows law firms to target very specific keywords and demographics to ensure the ads are shown to potential customers looking for legal services. Short and longtail keywords allow firms to cover various range of topics relating to their legal services which provides a wider reach. Additionally, Google Ads allows users to customize their targeted demographics by location, age, gender, household income, interests, and more.
  • Immediate visibility – PPC advertising offers immediate visibility in search engine results compared to organic SEO (search engine optimization), which can take some time produce results. Even if your firm’s website is not ranking at the top in organic searches, your ads can quickly appear at the top of paid search results for relevant keywords.
  • Budget control – With Google Ads, firms have the ability to control the amount of money they want to spend. You can set daily or monthly limits, adjust bids based on performance, and allocate budget to the highest performing keywords and campaigns. Not only does this help with budget management, but It helps firms monitor their return on investment by making sure their advertising budget is being spend efficiently.
  • Measurable results – Detailed analytics and reporting allows law firms to make informed decisions on what is working and what isn’t. Google Ads has a variety of tools that allow for comprehensive reporting and give firm’s the chance to evaluate campaign performance in real-time. Metrics such as click-through-rate, conversion rate, average cost-per-click, cost-per-acquisition, and many more are readily available at any time.

How can I optimize my PPC campaign to generate more qualified leads?

There are many strategies and tactics to ensure your PPC campaign is optimized to the fullest in order to bring in leads. Some of these tactics include focusing on highly relevant keywords, using ad extensions to provide additional information, optimizing landing pages for conversions, and frequently policing negative keywords to filter out irrelevant traffic.

What types of ads can I run?
On search engines (Google Ads and Bing Ads):

  • Text ads
  • Display ads
  • Call-only ads
  • Video ads
  • Local Services ads
  • Remarketing ads

On social media (Facebook Ads, Instagram, and LinkedIn):

  • Single image
  • Carousel
  • Video
  • Stories

So, Is doing PPC worth it?

We definitely believe so, but here are some statistics that can help you decide for yourself:

  • Over 1/3 of potential clients start their search for an attorney online (Clio)
  • 45% of law firms spend money on remarketing advertising to follow up with leads that didn’t become clients (CallRail)
  • People are 52% more likely to click on paid ads at the top of search results (Justia)
  • 78% of all law firms say that they engage in PPC (CallRail)
  • 37% of law firms are leveraging LinkedIn advertising (Finances Online)
  • 82% of lawyers who we were doing paid marketing said it wasn’t worth it at first, but then said their campaign performance improved when they outsourced to a PPC management company (CallRail)

Both of SEO and PPC can show success for law firms, but only when done right. For either, you can’t just do it once and expect results, it takes ongoing management and knowledge to be able to troubleshoot and course correct as you analyze analytics data.

“I recently consulted with Sixth City Marketing to learn more about internet marketing – especially search engine optimization, social media marketing and pay-per-click marketing. I found their experience and knowledge in these areas can turn my ideas into revenue and they explained the execution in ways I clearly understood.” – Eric Gulledge, Sherwin-Williams

What’s Included in Lawyer Pay-Per-Click Management

Here are just some of the things you can expect to be done as we work with your law firm for PPC marketing:

  • Strategic keyword planning
    The key to running paid advertisements online includes targeting specific search terms that you wish to show for. We spend time conducting research for your business to find the best set of terms to run that will produce results.
  • Custom ad copy writing
    Crafting ads that encourage users to click can be a tedious task. Thankfully, our writing team has years of experience composing ads for a wide range of industries and we know how to optimize language to sell your services.
  • Landing page design
    In search campaigns, while having captivating ad copy is important, the page you send your ads to is often overlooked even though it shouldn’t be. Our in-house designers will create a custom landing page that will bring in the conversions you want.
  • Lead and call tracking
    In order to show an ROI in our services, and help run successful campaigns, we enable lead and call tracking. This helps us track how well your campaign is performing at bringing you new cases.
  • Campaign maintenance
    From ensuring search queries that lead to clicks are qualified to checking budgeting and more, we conduct thorough overall maintenance on your campaign to ensure it’s running at its best.
  • Competitor research
    Just like we do for all of our legal digital marketing services, taking a deep look into what your competitors are doing is a great way for us to analyze and strategize the best ways to run your campaign.
  • Monthly reporting
    We will send your team a monthly summary detailing the number of form submissions and phone calls you received, along with other important metrics related to your campaign to keep a line of transparent communication with your firm at all times.

Types of Lawyers We Can Help

Wondering if we are a good fit to manage your campaigns? We’d be happy to help you no matter what your focus is:

  • Bankruptcy
  • Civil litigation
  • Contract
  • Corporate
  • Criminal
  • Disability
  • DUI/DWI
  • Elder care
  • Employment
  • Estate planning
  • Family
  • General
  • Immigration
  • Intellectual property
  • Medical malpractice
  • Personal injury
  • Tax
  • Workers compensation

With our years of experience, no matter what your specialty is, we can help.

Get to Know Our PPC Agency

Sixth City Marketing, founded in 2010 by John Sammon, has grown year over year as a full-service digital marketing agency, with locations now found in Chicago, Cleveland, Columbus, Indianapolis, Nashville, and Pittsburgh.

Our team has 25+ years of collective experience helping businesses of all kinds grow and succeed through our quality in-house services.

7 Things That Make Us Different

Finding an agency you can trust to manage your PPC campaigns can be tough, so here are a few things that we think help us stand out from the rest.

  1. Honesty – Like we mentioned earlier, you can trust in our team to provide transparent communication no matter if we are sending you our monthly report, talking strategy, or anything else.
  2. Experience – In the time we have been in the industry, we have had the pleasure of working with a variety of businesses in diverse fields, which has helped us conquer problems and hone effective solutions.
  3. Location – Although our offices are located in Ohio and Pennsylvania, we can help you no matter if you are a small business in Detroit or a large firm in NYC, all through virtual meetings, calls, and in-person visits.
  4. Range – Our team is comprised of experts in PPC, SEO, design, and so much more, which helps us deliver a better product to you and your team.
  5. Data – We know that ROI is something all business owners want to see so they can tell if they are getting their money’s worth. We can provide that data so you can better understand our value.
  6. Flexibility – If there’s ever a time when we need to pivot and change our approach, our strategists are ready to work with you to get back on track.
  7. Knowledge – The industry is always changing, growing, and adapting – something we know all too well. To ensure we never get lost in the fray, we stay on top of industry news and trends so we can apply any new tactics to our client work.

But Wait, We Do More Than Just Pay Per Click

We are also proficient experts in other areas of digital marketing that can help your law firm thrive, including:

  • Search engine optimization
    SEO is a great way to help maximize your online presence and get organic leads.
  • Website design and development
    A brand-new website can be the best way to generate more response from potential clients.
  • Email marketing
    Monthly or weekly newsletters can be an easy way to help encourage potential customers to choose your firm.
  • Social media
    Keeping your brand active on social media is ideal, and these platforms are great outlets to share tips, give advice, and interact with customers.
  • Consulting
    Whether providing SEO, developing your site design, or helping you with your CRM, we can also supply consulting along with all of our other services.
“John was someone who came highly recommended to me for digital marketing and SEO. To my surprise, he was easily accessible for a telephone appointment. Although I expected his knowledge of SEO to be far beyond mine (it is), he was also able to speak to me at a level I could understand. He seemed interested in being clear about how he could help me and didn’t overpromise. He seems to be a much more straightforward marketing asset than I am used to dealing with. Thank you, John!” – Brandon Shroy, Attorney at Law

Ready to Get More Clients? Let’s Start a Discussion

Use the form on this page to request your free strategy session where we can talk about your goals, current frustrations, and more in order to see how we can help your law firm. We look forward to speaking with you.

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