For a while now, I’ve been creating PPC guides tailored to different industries. Law naturally became my next target. At nexus-security, a significant portion of our clientele comes from the legal field, and I can attest that it’s a demanding industry, particularly when it comes to Google advertising. However, it’s a necessary step for survival!

“Back in the day, all you had to do was get a yellow page ad—easy peasy. But now, if you’re not actively engaged in digital marketing, especially paid search, you’re practically invisible,” shares Jeff Kelly, owner of his own law firm focused on bankruptcy. “Without online marketing, your business is doomed to fail.”

Google Ads for Lawyers: Obstacles

To fully grasp the paid search hurdles faced by successful legal marketers, I connected with three successful nexus-security clients in the legal field. Each of them handles paid search marketing for different law firms. Their most common grievance?

Legal keywords are pricey!

Believe it or not, “lawyer” and “attorney” are the priciest keywords on Bing, exceeding $100 per click for searches such as “personal injury lawyer” and “criminal DUI attorney.” And that’s just Bing, which is generally more budget-friendly than Google Ads (previously known as Google AdWords). Law firms “can easily spend between $50,000 and $100,000 monthly on PPC,” reveals legal marketing specialist, Robert Ramirez.

When your average click costs $100, it’s tempting to abandon paid search altogether if immediate returns aren’t visible. However, when executed effectively, PPC can become a game-changer, significantly propelling your business growth.

Cutthroat Competition

High costs per click often go hand in hand with fierce competition. Every lawyer in town is vying for the same keywords, hoping for substantial returns, which allows Google to crank up the prices.

“Navigating the labyrinth of competing lawyers is the toughest challenge,” says Mikki Anderson, Director of Marketing at Alexander Law, a firm specializing in personal injury cases. Situated in two prime California locations, San Jose and San Francisco, Anderson faces an uphill battle. “Gaining visibility is tough. We’re good at attracting press, but our location works against us, making much of it outdated. While a serious accident in the Midwest makes headlines instantly, in California, it only makes news if it causes significant traffic disruption.” Anderson further explains that Google presents a double-edged sword; it offers more control but at a premium cost, leading to a fierce battle for the top spot on SERPs.

Attracting Qualified Searchers Is a Challenge

Many lawyers specialize in specific types of cases and circumstances. This naturally makes it tougher to connect with relevant searchers, especially considering the limited demographic targeting options Google offers advertisers on its search network. Consequently, legal marketers end up chasing expensive keywords that may or may not be relevant. Anderson explains that their firm exclusively handles severe, catastrophic injury cases yielding settlements of a million dollars or more. “Law firms are an interesting bunch. The severity of the injury dictates the potential payout,” shares Eric Huhn, a Digital Marketing Consultant managing paid search for Gruber Law. Huhn illustrates this with an example of a client acquired through Google Ads for $500. This client’s case was minor, resulting in a $2,000 gain. Conversely, a major injury case, potentially converted through a single mobile call from paid search, could be worth as much as $100,000. “Compared to other industries, dealing with clients involves a degree of risk. Our aim is to pinpoint clients with more severe injuries because we can be of greater assistance to them than to someone with minor injuries.” Now that we’ve outlined the primary challenges, let’s delve into 9 PPC marketing strategies to maximize Google Ads ROI for lawyers.

Law Firm Marketing Tip #1: Competitive Research & Differentiation Are Key

We’ve established how competitive the legal field is on SERPs, so standing out is crucial. Begin by analyzing your competition. Huhn recommends searching for relevant keywords in your area to identify competitor ads. “Most lawyers restrict their practice to a single state or a specific region within a state. This makes it relatively simple to assess your competitive landscape,” he advises. Huhn also points out that differentiation shouldn’t be a Herculean task. “Lawyers often end up mimicking each other.” So, what can you do differently?

• Create a clear, compelling call-to-action that prompts immediate action from your audience.
• Utilize all ad extensions to maximize your SERP presence. Analyze your competitors’ extensions (if they’re using them) and strive to outshine them. Location, call, sitelink, callout, and review extensions are all excellent options.
• Highlight your strengths. Does your firm offer 24/7 client support or free consultations? Provide potential clients with a compelling reason to choose you over competitors. Whether it’s a unique offering or an exceptional reputation, flaunt your advantages. A word of caution: avoid getting consumed by competitor analysis. I’ve witnessed clients squander countless hours attempting to decipher their competitors’ ad spend and keyword strategies. There’s no secret recipe for accessing their account details. Focus on analyzing their ads and crafting superior ones—it’s that straightforward.

Law Firm Marketing Tip #2: Precision Geo-targeting Is Non-Negotiable

Yes, this might sound like PPC 101, but its importance cannot be overstated. You’d be surprised how frequently law firms end up targeting irrelevant geographical areas. “I’ve encountered peers in the legal advertising realm targeting the entire state of Georgia while having only a couple of offices in specific locations within the state,” Kelly shares. “Geography is paramount because most clients are unwilling to travel farther than necessary.” Thoroughly analyze your target area to define the optimal radius for your advertising efforts. If you have multiple branches, segment them into separate campaigns for laser-focused targeting. To configure location targeting in Google Ads, navigate to the “Settings” tab, then “Locations.” You can choose to target by city, region, or postal code. For greater precision, click “Advanced Search” and refine your targeting by radius.

Given the high cost of each click, an erroneous location setting can be detrimental, so meticulously double-check each campaign!

Law Firm Marketing Tip #3: Align Your Ads with Searcher Intent and Hiring Stage

Relevancy is paramount in any industry, but in law, it’s make-or-break for your campaigns. Targeting the wrong stage of the customer journey can quickly drain your budget. Hiring a lawyer can be an extensive research process for some, while others might make a snap decision. For instance, consider a scenario where you’re suing someone. You’re unlikely to simply Google, make a single call, and hire the first lawyer you come across. You’ll likely research, compare fees, scrutinize lawyer backgrounds, and so on. Suing someone wouldn’t be worthwhile if legal fees exceed the potential settlement. Conversely, if you’re desperate to end a marriage, hiring a lawyer might happen much faster. “If someone searches ‘how can a car accident lawyer help me?’ your chances of success are significantly higher if your ad addresses their query and leads them to an FAQ page or other informative content,” Huhn explains. “On the other hand, for a search like ‘hire personal injury lawyer,’ your ad can certainly emphasize securing maximum compensation. However, someone seeking guidance after a car accident won’t find a ‘get maximum compensation’ message relatable.”

So, how should you approach this? The solution is simple: structure your account to ensure your keywords, ad copy, and landing pages align with the searcher’s intent. If they require nurturing, provide them with valuable content to foster brand loyalty. This increases the likelihood of them choosing you over competitors when they’re ready to hire.

Law Firm Marketing Tip #4: Prioritize Calls Above All Else

Across all three clients, the message was crystal clear: CALLS ARE KING. For legal marketers leveraging PPC, mobile is non-negotiable. Mobile searches on Google already surpass desktop searches. Regardless of the device, every legal marketer requires a system for capturing phone calls, whether through desktop landing pages or call-only mobile ads. “A phone call is far more valuable than a website click,” emphasizes Huhn. “Leads deeper in the sales funnel are more likely to seek immediate contact with a lawyer. A $100 phone call significantly outweighs a $100 click.” So, how can you drive more calls to your law firm through paid search?

• Leverage call-only campaigns: There was a consensus that call-only campaigns are the way to go. Launched in February of this year, this new campaign type is incredibly effective in boosting phone calls to your business from mobile searches. Call-only campaigns replace the traditional headline that links to a landing page with a direct phone number. This eliminates the often redundant step of visiting a landing page, directly connecting the searcher to a real person or lawyer right from the SERP. “Someone searching for a lawyer on their phone likely wants to speak to one,” Anderson points out. “Call-only campaigns excel in this regard. Plus, for someone in a hospital bed after a serious accident, a phone might be their only means of contacting a lawyer.”

• Use call extensions: It’s a no-brainer. They provide an additional avenue for displaying your phone number on SERPs.

• Implement call tracking: Whether calls originate from a PPC landing page or directly from mobile SERPs, a robust tracking system is essential. “We track every call back to its source. This is crucial for understanding its value and refining our strategy,” says Anderson. Huhn adds that call tracking has been instrumental in making informed budget allocation decisions. “We observed a higher call volume between 10:00 AM and 2:00 PM in certain offices, leading us to increase mobile bids during those hours.”
• Ensure 24/7 call answering: All the clients I spoke with had systems in place to capture calls round the clock. This could involve an automated answering service or dedicated staff for after-hours calls. For instance, Anderson’s firm has a 24/7 system where calls during off-hours are routed to their call center. Trained employees follow a script, and an attorney is always on call for urgent matters. “Failing to return a call within a week can cost you a client,” Kelly warns. Huhn drove home the importance of mobile phone calls: “If budget constraints limit your search advertising, I’d recommend focusing solely on mobile. Desktop clicks can be unpredictable, and many law firms are wary of the $100 per click price tag. Instead, consider increasing your mobile bids by 200-300% to outbid competitors and target users with a higher likelihood of conversion.”

Law Firm Marketing Tip #5: Incorporate Videos on Your PPC Landing Pages

While I haven’t personally needed legal services, I can imagine approaching the research process with a healthy dose of skepticism. In many cases, the stakes are high, involving someone else’s word against yours. Building trust is essential to convince potential clients to choose your services, and videos are a powerful tool for achieving this. “I can’t overstate the importance of videos in this industry,” Huhn emphasizes. “Lawyers don’t always enjoy the best reputation. From a marketing perspective, it’s crucial to establish trust. People respond well to lawyers who can look them in the eye through a video and explain the process or their firm’s approach in a genuine, non-salesy manner.”

Anderson agrees but places greater emphasis on client testimonials. “Video testimonials enable viewers to connect with others who’ve walked in their shoes. They might think, ‘Okay, these lawyers have helped other Asian or Hispanic clients in the Bay Area,’” she explains. “Our location is home to a diverse population, but finding lawyers of the same ethnicity can be challenging. This often forces people to step outside their comfort zones.” Don’t shy away from video marketing. It can be incredibly effective in converting skeptical leads. Explore user-friendly video platforms like Wistia and get creative with your video strategy.

Law Firm Marketing Tip #6: Implement a Live Chat System

Another unanimous recommendation: incorporating a live chat feature on law firm landing pages is crucial. Many case-specific queries can’t be adequately addressed through generic FAQs or even video content.

“Some individuals are uncomfortable with phone calls and prefer communicating with a representative online rather than directly calling a lawyer,” Huhn highlights. Anderson acknowledges that while a chat system can increase the volume of inquiries, it has ultimately generated a few cases, justifying the time and resource investment. “It’s an additional touchpoint for people to connect, ask specific questions, and it has led to some productive phone calls,” she shares. “I want our clients to know we’re accessible through their preferred communication channels.”

Law Firm Marketing Tip #7: Invest in Building a Memorable Brand – And Don’t Underestimate Display Ads

Branding often takes a backseat, particularly for busy lawyers juggling client cases and marketing responsibilities. However, in a highly competitive landscape, branding can be a powerful differentiator. Ironically, one of the most cost-effective and straightforward methods for building brand recognition is often overlooked. nexus-security Data Scientist Mark Irvine analyzed a sample of our legal clients and discovered that only 5% of their advertising budget is allocated to the display network, despite an average cost-per-click as low as $0.65. In contrast, 95% of their spending goes to search. While investing in search makes sense, the affordability of display ads makes it a valuable channel for brand building. Huhn attributes Gruber Law’s success in standing out from the crowd to their established brand. Before embracing digital marketing, they dedicated 90% of their marketing budget to TV commercials, making their slogan, “One call, that’s all,” well-known in Milwaukee. “We still invest heavily in TV advertising and complement it with display, which seems practically free in comparison,” he remarks. “Many companies overlook this approach and underestimate the power of brand building. For us, search targets those unfamiliar with our firm or those unaware they need a lawyer.” To reach the most relevant audience, leverage remarketing to display your ads to past website visitors who are more likely to require legal assistance.

Law Firm Marketing Tip #8: Track Everything That Moves

By now, it’s evident that marketing in the legal field is challenging. This underscores the importance of meticulous tracking and optimization to identify what works and what doesn’t.

“Track everything possible – even phone call conversions in analytics,” Huhn advises. “If you’re just starting and measure success solely based on ad clicks, you’ll never gain insight into lead quality. Your ads might be generating clicks and consuming your budget, but those visitors might be bouncing, indicating that the targeted keywords should be eliminated.” Anderson echoes this sentiment. With over a decade of experience in PPC since 2008, she continuously runs A/B tests, analyzes performance data, and experiments with new strategies to identify what resonates. “Without tracking and optimization, you’ll end up wasting a significant amount of money,” Anderson cautions. “Lawyers lack the time to manage advertising and analyze results on Google. Without proper tracking and optimization, you’re essentially throwing money down the drain.”

Law Firm Marketing Tip #9: Don’t Forget About Bing

Bing who? You know, that other search engine overshadowed by Google. Well, Bing isn’t as insignificant as you might think! It commands a 20% share of the U.S. search market according to comScore and shouldn’t be overlooked when seeking new clients. “Go all in on Bing,” Huhn recommends. “It’s considerably cheaper, and I’ve frequently observed higher conversion rates on the platform.” The key takeaway for all PPC-savvy lawyers? Thoroughly understand paid search before diving in headfirst. You wouldn’t practice law without a law degree, right? Approach PPC with the same seriousness. “Paid search is essential for connecting with my ideal clients,” Anderson concludes.