PPC For Lawyers: A Complete Guide to Google Ads Management

Many businesses do not realize the importance of PPC in relation to legal digital marketing campaigns. PPC is a type of digital advertising that costs nothing unless someone clicks on the ad. If no one ever clicks on the ad, then there are no charges for it.

If you’re looking to do PPC advertising, Google Ads is the way to go – especially if you’re a law firm or other company. That’s because 93presant of all online searches take place on Google.

A lawyer PPC campaign uses online ads to target individuals searching for related terms. The goal is to turn these potential clients into actual ones by guiding them through the marketing process and ultimately getting them to use your services.

By utilizing PPC for lawyers, you are more likely to be found by clients during the precise time that they need your services.

What is Attorney SEO?

It can be extremely hard to make your business stand out among the rest online, but it is essential for success. PPC allows you to place strategically ads that will lead consumers directly to your websiteWith so much online competition, it’s critical that your firm stands out. PPC can help by driving leads to your website.

What are the benefits of a Google Ads campaign for attorneys?

Google Ads campaigns allow attorneys to reach and engage potential clients who are actively searching for legal services online. This type of online ad can help law firms capture attention and drive traffic back to their website or app.

Lastly, Google Ads campaigns offer law firms the ability to measure the success of their campaign in real time. The campaign can be adjusted as needed and offer insights into what works best, enabling firms to make data-driven decisions.

With pay-per-click, law firms can target potential clients with precision and maximize their online presence, while at the same time staying within a budget they are comfortable with. PPC is an excellent option for lawyers looking to get the most out of their online marketing efforts.

Take advantage of PPC and experience great results! Consider investing in an optimized Google Ads campaign today.

How Much Does it Cost to Use Google Ads for Attorneys?

Google Ads can be a cost-effective solution for attorneys. The average cost-per-click (CPC) for lawyers is around $2.50, but the actual CPC varies by industry and geographic location. Competitive keywords, such as “lawyer”, can cost more than $54 per click on average.

Additionally, Google Ads offers flexible budget options that allow firms to set limits on their campaign spending so they don’t exceed their budget. As with any marketing campaign, it is important for law firms to consider the potential return on investment (ROI) when setting their budget and goals.

How can I ensure that my PPC budget is being used effectively and not wasted?

A PPC campaign gives you the ability to set your spending limit. Even if you have competition, you can invest money into Google ads so they’re effective and worth your while.

You don’t have to spend a lot of money on PPC ads to get the results you want.

Here are a few ways to reduce your costs, get more for your money, and still have your ads show up when it matters most:

  • Exact match and phrase match keywords let you precisely target your ad campaign to those most likely to be interested in finding a lawyer, which cuts down on clicks from people who are not potential leads.
  • Create a schedule for your ad so that it will appear when your target audience is most active.
  • Narrow your ad's geographic scope to improve efficiency.
  • By specifying your ad's demographics like age, income, or relationship status, you can make sure that your message is relevant to your target audience.
  • With thorough keyword research, you can be sure that you're driving traffic to your site with the most useful phrases and terms, paying only what is comfortable for you.

The Importance of Keywords in PPC for Lawyers

Keywords are the foundation of a successful PPC campaign for lawyers. When choosing keywords for your campaigns, it is important to do detailed research and select the most relevant phrases that accurately target potential clients.

The right keywords will make sure that your ad will be seen by those who are likely to be interested in your services. Additionally, you will be able to get the most out of your PPC budget by only targeting keywords that are specifically relevant to your firm, rather than spending on generic phrases.

When selecting keywords, it is also important to consider the cost-per-click (CPC) and competition level for each phrase. This research can help you determine which keywords are worth investing in and which ones may be too costly or competitive.

By doing the proper keyword research, you will ensure that your PPC campaigns are tailored to your target audience and maximize ROI. Keep in mind that it is also important to include negative keywords in your campaign; these words will prevent your ad from appearing for irrelevant searches.

How does Google choose which PPC ads to show on a SERP?

Google uses a sophisticated algorithm to decide which ads to display on its SERP. The algorithm looks at factors such as the ad’s relevance and quality, keywords used in your ad, bids placed by competitors and other advertisers, and the expected click-through rate of each ad.

The bottom line is that PPC can be an effective and cost-efficient way for law firms to reach their target audience and gain more clients. By doing the proper keyword research and setting a budget, you can maximize your ROI and ensure that your ads are seen by those who are likely to be interested in obtaining legal services.

How to Use Keywords to Improve Your Search Engine Ranking

In addition to PPC, optimizing your website for organic search engine results is also important if you want to improve your visibility online. Keywords are an essential part of SEO, as they help search engines understand what your site is about.

When selecting keywords, it’s important to choose phrases that accurately describe your services and target the right audience. It’s also important to vary your keyword choices and include long-tail keywords, as these are often more specific than generic phrases and will help you reach the right people.

Using keywords in your website’s meta tags and content can help search engines determine which pages should appear for certain searches. Additionally, creating high-quality content that contains relevant keywords can help your website rank higher in search engine results.

There are four main things that make up a user’s SERP:

Organic listing:

unpaid listings based on search criteria

Google knowledge panels:

The right side of the page features content in the form of brief snippets or previews.

Rich features:

A visual layer, composed of one or more snippets, that Google believes is pertinent content.

Sponsored results:

Google ads, text ads, or shopping results.

7 out of 10 Google revenues come from ads, which appear either at the top or bottom of a SERP. These PPC (pay-per-click) ads can be distinguished by the word “ad” on the upper left side.

The purpose of a Google ad is to Key in on customer search intent. If the item they are looking for is a good or service, then an auction begins immediately. Your PPC campaign’s budget limits how much you will pay per click (CPC).

Avoid adding too many keywords to your content!

If you do, it could be seen as keyword stuffing by search engine algorithms. You should also make sure that your keywords are relevant to the content and appear in a natural way.

Finally, remember to use different variations of each keyword; this will ensure that you reach a broader audience with your content and increase your chances of appearing higher up in search engine results.

Overall, keywords are an effective tool for improving your web presence and increasing visibility for your law firm. By taking the time to do proper keyword research and leveraging them in your content, you can ensure that you are reaching the right people with the right message. Doing this will help you build a strong reputation as a knowledgeable and trusted legal service provider.

PRO TIP: Analyze your competition’s copy to get an idea of what wording is effective. If they’ve stuck with AdWords for a while, it likely means their chosen phrasing gets results. Feel free to explore other markets for the same type of business you’re targeting with your campaign. you might find some useful inspiration.

Expand Your Online Marketing With PPC Advertising For Law Firms

PPC campaigns can be customized to target people based on interests, locations, and even demographics.

Your PPC campaign’s success relies heavily on how you segment it. By marketing your firm’s PPC to a targeted audience, you can funnel campaigns toward keywords that searchers will actually find useful.

PPC campaigns have a wider reach than most people think. By segmenting your audience, you can produce higher-quality leads.

How to Start a Google Ad Campaign

In order to create your Google Adwords account, follow these steps:

  • 1. Go to the Google Adwords website and sign in or create an account.
  • 2. Once you’re signed in, open your campaign dashboard.
  • 3. On the campaign dashboard, click on the “+ New Campaign” button

Creating a successful Google Ad campaign requires careful planning, research, and evaluation. Start by researching your target audience. Get to know them better—what drives their searches? What keywords would be most relevant to them? Once you’ve identified the right words, narrow down your focus with long-tail keywords that are more likely to convert.

Once you’ve chosen the right words, it’s time to create an effective ad. Make sure that your message is clear and concise. Use keywords in the headline and body of your ad to increase relevancy and entice people to click.

Finally, test different versions of your campaign. A/B testing allows you to compare which versions of your ad are performing better. You can also use Google Analytics to monitor results over time and gauge your progress.


Now that you have an idea of how to develop a successful PPC campaign, you need to decide what type of campaign you want. There are three main types of campaigns: search ads, display ads, and remarketing campaigns.

Search Ads – Search Ads appear at the top or bottom of SERPs when a user searches for a keyword related to your business. They usually contain a headline, description, and a link to your website.

Display Ads – Display ads are banner or text images that appear on other websites or search results pages. These ads offer more depth than search ads and allow you to showcase your services in a visually appealing way.

Remarketing Campaigns – Remarketing campaigns are targeted to people who have already visited your website or interacted with your business in some way. They often contain calls to action that lead customers back to your website and encourage them to take a specific action.

Once you’ve decided which type of campaign is right for your firm, it’s time to create content and launch your ad. Make sure that you are using the right keywords in order to reach the people who will be most interested in your services.

Pro Tip: If you don’t want your ads to show up on websites outside of SERPs, make sure the box is unchecked when you set up your Google Ads campaign. Your budget will automatically adjust if someone clicks on one of these ads. Opting out of Display Network reach can help increase the power and efficiency of your PPC campaign.


Once your campaign is up and running, you’ll need to monitor it regularly and make adjustments as necessary. If a keyword isn’t performing well, consider optimizing or replacing it with one that does. You should also keep an eye on the cost of your ads as well as the cost per click for each ad.

If you notice that your cost per click is higher than expected, you may need to lower your bid or adjust your targeting. You can also focus on increasing the quality of your ads by using keywords that are more closely related to what searchers are looking for.

Finally, don’t forget about optimizing your landing page. Make sure that it includes a clear and concise message and a call to action that will help drive conversions. A well-designed landing page can be the difference between a successful campaign and one that falls flat.


Google Ads provides a number of options for tailoring your ad reach. You can choose to target certain locations, age groups, genders, and interests. These settings allow you to focus on the people who are most likely to respond to your ads.

Additionally, you can use advanced targeting options such as demographics and language settings. This allows you to customize your ad reach even further so that your campaigns are as effective as possible.


You can improve your PPC campaign results by targeting a specific geographic area in Google.

More times than not, are your clients women? Graduates of high school or higher education institutions? Do you have more married clients with children or singles working for large organizations?

You can also create a specialized audience using Google Analytics based on people’s past interactions with your company website.

You’re already on their mind, so take advantage of that by using targeted PPC ads to remind them that you’re the best solution for their problem.

Set up a budget and bidding strategyoing consulting and direction

When setting up your PPC campaign, you should also determine a budget and bidding strategy. This will help you ensure that your ad spend is spent in the most efficient way possible.

For example, you may decide to set a daily maximum budget limit or use “cost per click” (CPC) bidding instead of “cost per impression” (CPM). CPC bidding allows you to pay only when someone clicks on your ad and it is generally more cost-effective than CPM.

You should also regularly review the performance of your campaign and adjust bids as necessary. This will help ensure that you are getting the most out of your budget.

Choose your keywords and create ad groups

When creating an ad campaign, it’s important to choose the right keywords and create specific ad groups. This will help ensure that your ads are shown to the people who are most likely to respond positively to them.

With Google Ads, you can control how your keywords are used to create your ads.

Create your advertisements

It’s time to create your ads! A good method is to make at least three different versions of the same ad for each ad group.

This includes:

The URL you provide will be where users are sent when they click on your ad.

Writing headlines that are effective

Writing high-quality descriptions

Adding extensions to your ad preview can also help increase your clickthrough rate by 15%.

Google will rate your ad as you build it. If your score could be improved, don’t worry! Google provides a comprehensive guide for assessing the quality of your keywords, ad text, and other essential metrics to help you craft a high-performing ad.

Submit your ad and track performance

After you’re happy with your Google Ad, submit it for approval. After it goes live, you can track its progress on your Google Ads dashboard. There, you’ll be able to see metrics such as conversions, impressions, cost, and clicks.

MomentuDiscover the three secrets to successful PPC campaigns for law firms and attorneys.m and progress

If you want your Google Ads campaign to be successful, keep reading. The following tips will show you how to get the most out of your marketing efforts and increase ROI.

Follow the rules

When running PPC campaigns, it’s important to make sure you’re following the rules. Google has a list of advertising policies that must be followed when creating and running ads.

Failure to comply with these guidelines could result in your ads being rejected or even suspended. So make sure you read through each policy carefully before submitting your ads for approval.

Optimize your website

The success of your PPC campaign depends on how well you can optimize your website for click-throughs and conversions.

Make sure that your website is optimized for mobile devices, has compelling content, and loads quickly. Additionally, use keyword research to determine the best phrases to target in order to get more clicks from potential clients.

Remember to create a dedicated landing page for your law firm’s PPC campaign.

If you want more control over your PPC campaign, creating a dedicated landing page is an excellent option.

By personalizing your Google ad, you’re more likely to funnel users directly to a sales pitch that’s suited just for them, rather than directing them to your firm’s homepage or car accident page.

When you’re creating a landing page for a PPC campaign, there’s no need to optimize it for SEO since it won’t be ranking anyway. You also don’t have to focus on length or stuffing in keywords that might not even be relevant to the PPC campaign.

By using paid ads, you can sell your brand and legal services to individuals who are more likely to be interested in what you have to offer.

There are some SEO practices that you can set aside and really focus on:

  • How long your business has been running.
  • The amount of experience each attorney has.
  • The amount of money you have recovered in other cases that are similar.
  • When applicable, include specific case results.
  • Board certification or other areas of specialty.
  • Being honored, awarded, and acclaimed differentiates you from your opponents.

A PPC landing page is designed to draw in potential customers who clicked on your ad and persuade them to buy your product or service. To increase the potency of your page, add several calls to action and ensure that visitors can easily contact you about their inquiries.

Be available to meet with prospective clients within 48 hours

After someone clicks on your ad, it is imperative that you convert that click into a paying client. Remember, you’ve already paid for their initial click, so they must have thought you could provide the solution to their legal problems.

The most successful law firms understand that the key to acquiring new clients is getting them in front of you quickly. Make sure you are available to meet with prospective clients within 48 hours of their initial contact. This shows a commitment to customer service and could be just the thing that sets your firm apart from competitors who may take days or weeks to respond.

The following will help increase your chances of success:

Responding to calls and inquiries in a timely manner.

Promptly meeting with a potential client within two days of their initial contact strengthens your law firm.

Help your clients see that you always put their needs first by actively working to resolve their legal issues.

By converting leads into clients, you’re not only growing your customer base but also increasing the likelihood that they’ll refer other potential customers to you.

Track and measure

There are several indicators by which you can measure the success of your advertising campaign.

Some examples of these metrics include:


The number of times an ad was displayed on a search engine results page.


The number of times someone clicked on the ad is called a 'click-through rate.'

Conversion rate:

People who clicked on your ad and hired you as a result.

By understanding how well your ad functions, you can invest in other marketing projects with more clarity. For example, after comprehending the process, you could consider implementing additional PPC campaigns or different types of online ads.

Plan a Law Firm PPC Campaign

A marketing plan is essential to any business. Without a clear roadmap, you will only end up wasting time and money.

Focus on the following instead:

Marketing goals:

What are your company's objectives right now and in the future?

Analyze the competition:

A great way to improve your business is by taking notes on what your key competitors are doing well.

SWOT statement:

By understanding your firm's strengths, weaknesses, opportunities, and threats, you can make actionable plans for growth.


Before you launch a PPC campaign, decide on a budget for both the initial investment and future upkeep.


Decide how long you would like your law firm PPC campaign to last, understanding that there may be some flexibility.

Management and roles:

The best individuals to lead and support your team are those who know the firm best.

A PPC campaign not only benefits you but also those who are going through tough times and need legal help. Those who have been wrongfully accused, injured or lost a loved one can find solace in knowing that there is someone out there fighting for them.

If you don’t have a plan for marketing your business, it’s very risky to rely solely on organic search results to bring in clients. Take some time to do research and find out how well your competition is ranking compared to you.

The Top 10 results of your research can get an idea about what needs to be changed or improved in order for your law firm to rank higher the next time around.

PPC Marketing: The Perfect Complement to Your SEO Campaign for Lawyers

At Law.co, we work closely with you to discover how best to optimize a PPC campaign for your business. Our team is always dedicated.

We want to design an online marketing plan that will be successful for lawyers and include PPC services as well as other types of essential law firm SEO marketing.

We specialize in legal marketing, so you can be assured that our campaigns will generate new leads and clients for your firm.

Our Services: If you are looking for a marketing firm that specializes in law and understands the costs of SEO as well as its impact, then we are the company for you.

Allow Law.co to propel your firm into success with our website design and PPC management expertise. As a leading SEO company for lawyers, we can help you achieve superior ranking in online searches and increased visibility. Our team is available 24/7 to begin work on an effective PPC campaign tailored specifically for your law firm.

Stay In The

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.