PPC for Lawyers and Law Firms: The Complete Step-by-Step Guide

PPC for Lawyers and Law Firms

Define Your Goals

Step one in creating an effective pay-per-click campaign is setting its objectives and goals. What are you hoping to accomplish through PPC advertising—generate leads, raise brand recognition, or drive more visitors? Once your goals have been identified, you can devise an action plan to reach those objectives. 

Keyword Research

A keyword research effort should form the cornerstone of any PPC campaign. Locating those targeted people searching for legal services with whom you will connect via search engines like Google Keyword Planner is vitally important. Many online tools provide this service and may assist in the task.

Once You Identify Keywords

Now, it is time to create your ads. Your advertisements should be clear, concise, and compelling while including an effective call to action like, “Contact us today for a free consultation!” 

Benefits of PPC for Lawyers

There are numerous advantages to PPC in the field of law, for example:

  • Improved visibility: PPC can help your law firm appear in the upper ranks of search results for keywords relevant to your business. This will dramatically increase your firm’s visibility to clients seeking legal services.
  • Targeted Leads: With pay-per-click ads, you can target specific population segments with your advertisements, meaning you’re paying to have them seen by people likely to be interested in your products or services.
  • PPC Offers the Highest Return on Investment: PPC can be the most cost-effective method of lead acquisition, as you only pay per click and can thus monitor its return on Investment (ROI). With PPC campaigns, it is also easier to know exactly how much money is coming in, as the return you earn through these campaigns is tangible and quantifiable.
  • Marketing Awareness: If people don’t click on your advertisements, they will still notice your law firm’s name and brand. This could increase awareness of your brand and boost recognition.

Beginning with PPC

If you’re considering getting going by using PPC to promote your legal firm, follow this easy-to-follow guide:

1. Establishing Your PPC Goals

Establish your campaign’s goals. Is the aim to generate leads or drive more traffic to your site? Once your goals have been established, you can develop a strategy to meet them.

2. Keyword Research

A successful PPC campaign begins with effective keyword research. To be most effective, target the words people use when looking for legal services using tools such as Google Keyword Planner for keyword analysis.

3. Create Your Ads

Now comes the fun part: creating your ads. Your compelling advertisements must contain an effective call to action, such as, “Contact us today for a free consultation!”Set Your Budget

You must establish the budget to plan the PPC campaign. The amount you spend will depend on various variables, including the target audience, your competition, and your objectives.

4. Your Campaign

When everything is set, you can begin the PPC campaign. Make sure you monitor your payoff carefully and make changes whenever necessary.

Tips for Success

Here are some extra suggestions for success using PPC specifically for attorneys:

  • Utilize negative keywords: Negative keywords are terms or phrases for which you don’t want your advertisements to appear. For instance, if you do not deal with personal injury, you may use the negative term “personal injury” to prevent your ads from being displayed on searches related to that type of law.
  • Monitor the payoff: It’s essential to monitor your payoff to determine which elements are performing well and which aren’t. Most PPC platforms give comprehensive reports that help you track your clicks, conversions, and ROI.
  • Don’t be rushed: The outcome of a PPC campaign takes time. Don’t be discouraged if you don’t see an influx of leads in hours. Continue to work, and eventually, you’ll begin to observe the payoff.

Finding a PPC Agency for Lawyers

Managing a PPC campaign can be time-consuming, particularly for busy lawyers. If you lack the time or experience to run your campaign, you may consider engaging a PPC agency that works with lawyers. A reliable PPC agency has experience working alongside law firms and can design and run a campaign that meets your particular requirements and goals.

Here are some points to look out for when picking the right PPC attorney’s firm:

  • Experiential: Make sure the agency has worked alongside law companies. They must be aware of the challenges and opportunities of legal marketing.
  • Records: Ask the agency for case studies or examples of their successes with other law firms.
  • Transparency: The agency should also be upfront about its charges and how they determine the campaign’s success.
  • Communication: Choose an agency that is easy to communicate with and will keep you informed about the campaign developments.

In compliance with Ethical Guidelines

As mentioned, it is crucial to follow the ethical guidelines outlined by the American Bar Association (ABA) when working with PPC for lawyers. Here are a few more aspects to be considered:

  • Concentrate on your qualifications: Highlight your experience and skills in your advertisements instead of making exaggerated claims about your products and services.
  • Beware of misleading claims: Ensure your ads accurately reflect the kinds of cases you deal with and the charges you make.
  • Use of testimonials: Though testimonials may be effective, you should be cautious when using them in your PPC advertisements. The ABA prohibits the use of testimonials that provide specific results.


PPC can be an effective instrument for law firms and lawyers to attract new clients and increase their business. When you work with AO Creatives, you can set up an effective PPC campaign to help you attain your objectives. Get in touch with our experts today!



Leave a Reply

Your email address will not be published. Required fields are marked *