PPC for Law Firms: 7 Tips for Compelling, Successful Law Firm Ads

Did you know that you can get $2 for every $1 spent on Google Ads?

Pay-per-click (PPC) advertising is an excellent way for you to reach people interested in your law firm. These ads appear at the top of the Google search results, which gives you maximum exposure and helps you reach people who need your services.

On this page, we'll tell you why your law firm needs PPC advertising and seven tips for nailing your PPC ads.

To learn more about PPC advertising, contact us online or call us today at 888-601-5359 to speak with a strategist.

See how we can help you GROW YOUR BUSINESS

Why your law firm needs PPC marketing

Google ads for law firms is an excellent way for you to put your firm ahead of the competition. Here are three reasons you'll want to start running law firm ads.

1. You'll increase brand awareness

PPC ads are an excellent way for your law firm to increase brand awareness. Since these ads appear at the top of search results, above the organic listings, your audience will see your ad before any other content that ranks.

law firm ppc ad

In fact, PPC ads help increase brand awareness by 80%.

Even if leads don't click on your ad, they still get exposed to your law firm. When it comes time for them to convert, these searchers will remember your firm and will be more likely to choose you as a result.

2. You'll reach more qualified leads

When you do PPC advertising for lawyers, you reach more qualified leads. In fact, 65% of all high intent searches result in someone clicking on an ad. These are people who know what they want and just need to find the right law firm for their needs.

People who are closer to conversion are more likely to click on your ads.

3. You'll obtain leads that convert

When you run law firm ads, you obtain leads more likely to convert.

If someone is ready to hire a law firm, seeing your firm at the top of the results can be the reason they choose you. They will think your firm is most relevant to their query, check you out, and see if you're the best fit. If you fit what they need, they will be more likely to hire you.

In fact, PPC visitors are 50% more likely to convert than organic visitors. So, when you run a PPC ad, you're attracting leads that are more likely to become clients at your law firm.

Attract more leads through the web

When you partner with WebFX, we'll help you use the web to attract more potential clients to your law firm.

Speak with a strategist

7 tips for doing PPC for law firms

Now that we've looked at why you'll want to do PPC for law firms, let's dive into how you can get started with running your PPC ads. Here are seven tips for launching your PPC strategy.

1. Find the right keywords

If you want to run successful law firm ads, start by choosing the right keywords. Keywords trigger your ad to appear in relevant search results.

To find relevant keywords, you need to conduct keyword research. Keyword research will help you find related terms to include in your law firm ads. You can use a tool like KeywordsFX to help you find the right keywords.

injury law firm keywords

When you conduct keyword research, you get a list of relevant terms you can use for your ad.

As you look at your list of keywords, focus on long-tail keywords. Long-tail keywords are keywords that contain three or more words, like "personal injury law firm" or "civil rights attorneys."

These keywords are better for your ad because they attract leads more interested in your services. If you tried to run an ad for "personal injury" or just "lawyer," you're not going to get the most credible leads.

On the other hand, running an ad with the keyword "personal injury law firm" is more evident with what the searcher wants to find.

So, by focusing on long-tail keywords, you can attract more qualified leads for your firm.

2. Conduct competitor research

When you do PPC advertising for attorneys, your team of lawyers is competing against dozens of other law firms. If you want to get a leg up on your competition, you need to look at what your competition is doing with their PPC ads.

Conducting competitor research helps provide you with insight into your competition's strategy so you can find ways to outperform them.

If you're trying to run an ad for a specific term, you can search that term on Google to see other law firms that are competing for those keywords.

After analyzing their ads, figure out ways that you can create a better, more relevant, and more compelling ad. It may be something as simple as adding a phone number to your ad or a unique selling point (USP).

When you know what your competition is doing, you can create better law firm ads that help you outrank them with your ads.

3. Target the right geographic area

When you run PPC ads, you must ensure your ads target the right location. You don't want to serve ads to someone who isn't close enough to use your services.

If you target the wrong areas, you can end up wasting money on your ads because you're attracting the wrong traffic.

Let's take the city "Franklin" as an example. Over 20 states have a city named Franklin, from Minnesota to Georgia, to California. If you just try to run an ad for "family law firm in Franklin," you risk your ad showing up in any of these states, even if you only service Franklin, Georgia.

To ensure you appear in the right areas, make sure to target the proper location. So, if you run a PPC ad in Franklin, Georgia, make sure to include the state's name, so you only appear in relevant searches.

4. Use negative keywords

When you run Google ads for law firms, you want to ensure that you're only targeting relevant key terms. To help you only appear in relevant search results, use negative keywords.

Negative keywords are keywords that aren't relevant to your law firm. When you set negative keywords, you tell Google you don't want your ad to appear in the search results for that term.

So, for example, let's say you're trying to rank for the term "Philadelphia law firm." Now, if someone searches "Philadelphia law firm for personal injury," your ad could appear in that search result. If you don't offer personal injury services at your law firm, you risk your ad showing up for those results.

Instead, you could set "personal injury" as a negative keyword for your ad. Then you wouldn't appear in search results for that term.

Negative keywords are an excellent tool for your law firm ads that will help you ensure that your ads only appear in relevant search results.

5. Add ad extensions

When you do PPC for law firms, you can take your ads to the next level by including ad extensions. Ad extensions enable you to input additional information that entices leads to click on your ad.

ad extension for law firm

You can use multiple ad extensions for your ad, including:

  1. Structured snippet extensions
  2. Sitelink extensions
  3. Callout extensions
  4. Call extensions
  5. Message extensions (for mobile)
  6. Price extensions
  7. Location extensions
  8. And more

Using these extensions can give you a leg up on your competition by providing a more informative PPC ad.

Take this example for the search "personal injury law firm."

personal injury law ads


The top-ranking ad offers far more information than the other ads. This ad features both the sitelink extension and the call extension.

injury law firm extensions


Compared to other ads, this ad offers more information than the others. A more informative listing can lead to more clicks on your ad over the competition.

6. Create a clean and organized landing page

When you create law firm ads, your ad text is a critical component to get leads to click on your ads. But the job isn't done once they click on your ads. You need a clean and organized landing page to accompany your ad content .

If you want to do PPC for law firms right, you need to have a clean and organized landing page that provides your audience with relevant information. Your landing page copy should match the information you provide in your ad text.

So, if you're running a PPC ad for family law and someone clicks on your ad, they shouldn't see information about your personal injury services or criminal law services. The landing page should focus solely on your family law services.

Additionally, you don't want to put too much on your landing page. It should be organized and clean, as well as only contain information that's critical for your audience to know.

Make sure you include a strong and clear call to action (CTA) button so your audience knows how to proceed next.

7. Track your campaigns

When you run Google ads for law firms, make sure you track your campaigns. You want to ensure that your ads are working and driving the leads and conversions you desire.

You can track multiple metrics for your PPC campaign, including:

  • Clicks
  • Cost per click (CPC)
  • Conversions
  • And more

By tracking your results, you can see if your ads perform well for your firm. It will help you optimize your ad to drive credible leads for your business continually.

Want to speak with an expert? Call us at 888-601-5359

Invest in PPC for law firms today

Running law firm ads will help your firm appear at the top of the search results so you can increase credible leads on your site. If you aren't sure how to get started with PPC for law firms, WebFX is here to help.

We're a full-service digital marketing company that specializes in PPC advertising. We've run over 650 PPC campaigns for our clients. As a Google Premier Partner, you can feel confident that we know how to run ads that drive more clients for your firm.

If you're ready to launch your PPC campaign, contact us online or call us today at 888-601-5359 to speak with a strategist about our PPC services!