7 Dec, 2022

Is PPC Marketing for Lawyers Truly Worth It?

Securing new clients is always a must for law firms. However, with the stiff competition, finding new additions to your caseload is easier said than done. Good thing there’s PPC marketing for lawyers to help you get your law firm out there and reach out to legal service consumers who might require your expertise.

But what exactly is PPC marketing, and is it worth your time, money, and effort?

PPC Marketing Explained

Pay-per-click (PPC) marketing is a digital marketing strategy in which you pay a specific amount every time someone clicks on your ad. It is also known as paid search or search engine marketing (SEM).

These days, you can see PPC ads just about anywhere online: on search engine result pages, websites, social networking sites, and apps. For this reason alone, using PPC marketing is an effective way to expand your reach and build better brand awareness.

Similar to SEO, PPC marketing works by displaying your ads whenever someone performs a relevant online query on search engines, such as Google. However, the difference is that your ads will be displayed prominently on top of organic search results, making them more clickable and enticing for people looking for specific legal services.

As a lawyer, there are four ways in which you can promote your law firm via PPC marketing. They are:

1. Search Ads

Search ads are perhaps the most popular and effective type of PPC ads. Examples include Google Ads and Microsoft Ads (formerly Bing Ads).

2. Display ads

Display ads appear on websites affiliated with Google through the search giant’s Display Network. You can also find these ads while watching YouTube videos, checking your mail on Gmail, or using mobile apps.

3. Social media ads

As the name implies, these ads appear on social networking sites, such as Facebook, Twitter, and LinkedIn. You can set specific parameters to trigger the appearance of your ads. For instance, on Facebook Ads, you can specify when your ads will show up based on how your prospects spend their time on the social media site.

4. Remarketing

Also known as retargeting, remarketing allows you to target people who have previously searched for your services or visited your website.

Why Use PPC Ads to Promote Your Law Firm?

If you’re still on the fence about using PPC marketing to promote your legal services, here’s how it can benefit your law firm:

1. Attract high-quality web traffic and leads

A notable advantage of PPC marketing is that your ads are highly targeted and significantly more accurate than traditional ads. When you advertise on TV, in newspapers, or on billboards, you’re spending money to have just about anyone look at your ads. On the other hand, with PPC ads, you’re promoting your services to people who are likely looking for legal assistance.

With how precise its audience targeting is, PPC marketing for lawyers allows you to drive high-quality traffic and leads to your website. This helps increase your chances of attracting people ready to enlist your legal services.

2. Expand your reach

Did you know that Google processes about 8.5 billion online queries every day? With 9 out of 10 people preferring Google over other search engines, the search giant is where you want to be if you want to be more visible online.

PPC advertising allows you to use the world’s biggest search engine to reach your intended audience. By promoting your legal services through Google Ads, you can get yourself in front of countless people using the search engine to find lawyers or legal information.

3. Run a PPC campaign that fits your budget

One of the biggest benefits of PPC marketing is that you can get started regardless of the size of your marketing budget. Whether you want to start small or invest as much as possible in your ads, you will find an advertising plan that matches your spending capabilities.

Furthermore, PPC advertising offers you complete control over your marketing budget. You can set maximum bids on the keywords you want to target and adjust your ad spending as you go along. Not many marketing platforms can offer such flexibility.

4. Attract prospects from specific areas

If you’d rather attract potential clients from specific parts of the UK, then PPC advertising is suitable for you. Most PPC platforms, such as Google Ads, let you target prospects based on their geographic location. This feature is advantageous for smaller law firms that want to focus on a few service areas rather than compete against legal practices operating nationally.

5. Use accurate data to improve your campaign 

With PPC marketing for lawyers, you can access a wide array of analytics tools that let you track and analyse your campaign’s performance. Furthermore, unlike in traditional advertising, data is updated in real-time. This allows you to identify the ads that outperform the others on a daily or even hourly basis.

This specific quality of PPC advertising makes it easier to fine-tune your campaign. And with a simple mouse click, necessary changes can be implemented immediately, whether to capitalise on your initial success or tweak underperforming ads.

Start a PPC Campaign Today

When developed and implemented correctly, PPC marketing can provide your law firm with a host of benefits. It offers you many options to promote your legal services, allowing you to maximise your marketing budget and attract the type of clients you want.

While it may seem simple enough at first glance, PPC marketing is more complex than you think. You invest significant time and effort in running your campaign to obtain substantial results. This is why it’s more practical and advantageous to seek the services of law firm PPC marketing specialists like us at Kinetic Traffic. Please contact our team, and we’ll develop a marketing campaign tailored to your legal practice.

Lead your law firm towards the best results.

Get in touch with our team and let’s talk about your marketing needs.

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