How to Create Effective PPC Strategies for Your Law Firm in 8 Steps

Is your law firm struggling to get the right clients in today’s competitive digital landscape? 

With over 87% of all law firms across the country maintaining their own website, the competitive nature of the legal world has well and truly entered the digital sphere, and it is becoming increasingly important for law firms to maintain a strong online presence.

Every firm needs a reliable source of high-quality leads. Considering how oversaturated the digital landscape has become with lawyers and legal resources, you might be wondering how to make your firm stand out.

Many law firms we’ve worked with have faced similar challenges. The solution that immediately delivers results?

PPC advertising.

Working with 100+ law firms nationwide, we’ve developed proven strategies that generate high-quality case leads profitably. This guide shares our exact approach to help firms like yours get results.

Here’s what you’ll learn after reading this blog post:

• What PPC is and why it’s a key component of any law firm’s marketing strategies?
• Differences between PPC and SEO, and how a strategic blend can maximize online visibility and lead generation.
• Key steps to build a comprehensive PPC strategy tailored to your law firm’s goals and target audience.
• Advanced methods like display advertising, remarketing, and A/B testing to optimize your campaigns and get results.
• Common pitfalls in keyword targeting, landing page optimization, and campaign management to ensure efficient budget allocation.
• Weigh the pros and cons of managing PPC yourself vs. hiring a specialized agency like us to determine the best approach for your firm.

Let’s get into it!

What is PPC Advertising Why Do Lawyers Need It?

The question you’re most likely asking yourself is what exactly is PPC Advertising? PPC stands for pay-per-click, and it is the best way to get immediate results with targeted reach. 

Essentially, the model is set up so that the advertiser (e.g., your law firm) pays a fee once the advertisement is clicked and does so every time there is a click.  

Additionally, advertisers can bid on keywords relevant to their ads to push their landing pages into a more prominent position. 

PPC ads typically appear on search engine result pages, on Google Display Network websites that are relevant to the service they are advertising, and also on social media.

While the idea of paying for each click might seem new at first, PPC is a proven strategy for generating a high return on investment. Imagine If you pay $6 per click, but one click ends up generating $2000 in client fees, that is a fantastic ROI on your investment. 

Here’s why PPC is particularly valuable for law firms:

• You can do targeted ad reach: One of the most attractive attributes of PPC is that it allows you to target users based on the searchers’ intent. PPC lets law firms place ads and connect with potential clients who are actively searching for a legal service in a specified location. 
• You can get immediate visibility: As PPC ads are often placed in search engine results, you can advertise your firm as soon as a potential client searches for relevant legal advice, allowing you to jump in front of your competitors. 
• It is easily measurable: PPC is inherently data-driven, and it is relatively simple to extract, track, and analyze metrics (such as clicks, impressions, and conversions) to get an accurate glimpse of how effective the campaign is. 
• It helps with brand building: PPC allows your firm to present a consistent and homogenous presence, which can, in turn, build trust and credibility with potential clients and reinforce your firm’s image as a leader in your practice area. Statistics show that PPC ads boost a business’s brand awareness by 80% on average.

PPC vs. SEO for Lawyers 

Don’t get us wrong, we love SEO. In fact, for most of our clients, this is the most effective marketing channel. However, our years of experience have shown us that PPC is also an effective and highly important marketing tool for lawyers and law firms.

SEO has strong long-term potential. It targets organic traffic by optimizing your web pages, such as the homepage, practice area, and blogs, in a specific way and can be a great way to build your online presence. However, SEO can be a lengthy process that is slow to start, meaning you often have to wait to see results. 

Alternatively, PPC delivers faster and more near-term results, as the advertising can be pushed out to the relevant areas immediately, and you do not need to rely on organic traffic for it to make an impact. However, PPC can be expensive to maintain over time, making it difficult for some firms to make enough space in their budget for this type of advertising. 

We believe that both strategies have incredible strengths and can work synergistically to provide maximum results. PPC can provide immediate visibility, while SEO allows you to build a long-term foundation. Additionally, the brand awareness built by PPC can ultimately help SEO, as it will increase the likelihood of organic traffic and provide long-term results. 

When combined with SEO, PPC helps firms to occupy more positions on SERPS, allowing them to push down their competition and emerge on top. Plus, it is thought that the ROI on PPC can reach up to 200%!

One of the strategic blends we do at LaGrande Marketing is utilizing PPC data to modify our clients’ SEO strategies. By analyzing which PPC keywords drive the most traffic and conversions, we get insights into what potential clients are actively searching for and which are most likely to lead to conversions.

This data is a gold mine for SEO. For example, we can use high-performing PPC keywords to optimize practice area pages’ content and refine metadata, ensuring that the pages are highly targeted for these search queries. 

Building a Powerful PPC Strategy for Law Firms

PPC is a powerful tool for just about any industry, however, there isn’t a one-size-fits-all approach you can take. 

As a law firm, you need to be smart about how you build your PPC strategy to gain the most out of the advertisements and drive as much traffic to the firm’s website. 

1. Start by Define Your Goals 

Whether you’re launching a new practice area or aiming to increase case volume, clear goals are essential for PPC success. It is nearly impossible to reach a meaningful milestone without setting some goals. Here’s how to define your objectives.

Lead Generation

Generating leads should also be at the top of your goal list. You should set a specific number of qualified leads you want to generate each month (e.g., “Generate 15 qualified leads per month”).

An actionable way to define this goal could be by aiming to capture contact information from potential clients. Examples of valuable leads include:

• Case evaluations (“Schedule a free consultation”)
• Downloads (“Download our guide to estate planning”)
• Contact forms with case details (“Tell us about your situation”)

Website Traffic & Brand Visibility

You should set another goal to increase and drive traffic to your website, which will increase brand visibility and establish your firm as a trusted resource.

This can include attracting potential clients to your website to educate them about your services and expertise, or it could be promoting specific practice areas or certain pieces of content on your website that you want to push to the audience. 

You can also set measurable goals for traffic increase (e.g., “Increase website traffic from PPC by 25% within 3 months and expecting 5% increase in direct traffic due to this”)

Maximize ROI and Cost-Effectiveness

At the heart of your PPC goals should be maximizing your ROI and the overall cost-effectiveness of your advertisements. Tracking key metrics such as cost-per-lead and cost-per-conversion will help you to measure your return and make smart financial decisions as you move forward. 

We highly recommend setting a target CPL or ROI that closely aligns with the financial goals of your firm – for example, it could be to “achieve a cost per lead of under $100.” 

Working to continuously optimize your campaigns to improve efficiency and reduce wasted ad spend will help you to maximise the return on your investment and build a successful campaign.

2. Identify Your Target Audience

Want to ensure your PPC ads reach the right people? Knowing your target audience is paramount when it comes to attracting qualified leads and maximizing your return on investment.

You need to strategize your campaign based on who you would like to engage with your services, as well as people you think will need your services as a law firm. Don’t waste your ad budget on clicks that don’t convert.

Here’s how to define your ideal client.

Geographic Location

PPC allows you to target specific geographic areas such as cities, regions, or even a specified radius around your office. 

Knowing the geographic placement of your audience and harnessing this by using location-based keywords in your ads and target settings will help to bring in the right kind of client for your firm. 

Search Intent

Search intent is also very important, so you need to place yourself in the shoes of a potential client and ask yourself what they might search for to receive exposure from your firm. There are several approaches you can take to this:

• Informational: Target users who are seeking specific legal information (for example, “What are my legal rights following a divorce in Dallas, TX?” or “How to file a personal injury claim in Dallas, TX?”
• Navigational: This approach involves targeting users who are searching for your firm or other pages on your website (for example, “X & Y Law Firm”)
• Transactional: Targeting users who are ready to take action now is another way to utilize the full benefits of PPC (e.g., “divorce lawyer in Dallas, TX” or “car accident lawyer near me”). 

Demographics

Another core part of knowing your audience is considering the demographic of your future clients and tailoring your ad copy to better resonate and connect to that group. 

Factors to consider include:

• Age 
• Gender
• Income level 
• Specific interests 
• and other relevant factors

For example, if you have experience in estate planning for seniors, you can target your ads to people over 55 and use language that speaks to their needs.

3. Allocate Advertising Budget

While we wish that good advertising was free, you, unfortunately, do need to pay to receive a high-quality result that produces an impact. 

Setting your advertising budget is an important step in your PPC strategy, as it will give you a good idea of what you can and can’t do, and any financial restraints you might be under. 

Some factors that can influence the cost of PPC marketing include:

• Location: If you are in a major metropolitan area, you will face higher competition which can drive prices up.
• Competition: Existing in a saturated market with lots of nearby law firms means you will face more bidders on the same keywords, which can significantly increase costs.
• Practice area: Some practice areas are more competitive, such as personal injury. This can also drive up keyword bidding and add to the overall bill.
• Existing marketing presence: If you already have a strong online presence, you can lower your costs as less paid brand visibility is needed. 

Budgeting Tips

• We have found that starting with a modest budget and gradually increasing it as you track your results is the best approach. 
• As time goes on, you can allocate more budget to the high-performing keywords and campaigns, which will ultimately give you more bang for your buck. 
• For a small law firm, a monthly budget of $1,000+ can be a good starting point. Competitive practice areas may require a higher budget, potentially in the range of $5,000+. In general, the higher your budget, the more potential there is for finding the right fit with PPC ads.

Need help determining the right PPC budget for your law firm? Feel free to contact us for a free consultation.

4. Choose the Right Advertising Platform

How you use PPC isn’t the only important consideration… where you choose to advertise is also of the utmost importance, and you need to put significant thought into this step. 

Here’s a breakdown of the top advertising platforms for law firms.

Google Ads

Google’s Ads is Google’s own advertising service and is one of the best places to direct your PPC marketing. 

There are several ways you can harness the power of Google ads, however, our previous client experience has shown that the following are the best options:

• Search ads: This allows you to target users who are actively searching on Google 
• Display ads: These allow advertisers to reach a broad audience on websites extending across the Google Display Network 
• Local service ads: These appear at the top of search results for local searches and are a powerful way to drive meaningful traffic toward your site. 

Facebook Ads

Another great advertising platform is Facebook ads, which is the in-house service provided by Facebook. 

Due to its wide user base, this platform allows you to reach a broad audience, as well as target ads based on demographics, interests, and behaviors. 

We particularly like the fact that the platform allows you to use various ad formats, such as images, videos, and carousels. 

Linkedin Ads

As the leading social media platform for professionals and businesses, harnessing the built-in LinkedIn network is a fantastic way to make the most of your PPC advertising. 

You can use this platform to target a specific profession within your area and bring in the clients that you want to see at your law firm. 

Other PPC Platforms for Lawyers

As well as the more common PPC platforms listed above, you may also want to consider some more niche ones to help you further your reach. 

For example, investing in directory websites such as AVVO, Justia, or FindLaw can help you improve your online visibility and generate leads. 

Additionally, these platforms often offer paid advertising options to help enhance your profile and extend the reach of your ads. However, keep in mind that these may be quite expensive, and might not be as effective as targeted PPC campaigns. 

Alternatively, you might want to opt for other social media platforms such as Instagram Ads, which is a highly visual medium that is ideal for showcasing your firm’s culture and brand, although it may not be as effective at direct lead generation as other platforms. 

Or, YouTube ads, which is the world’s second-largest search engine, can help you to reach a massive audience. However, you will need to create videos and use creative assets in order to make the most out of this. 

5. Perform Keyword Research for PPC Campaigns

A key part of building your PPC strategy is conducting keyword research for search ads. This is because PPC is largely keyword-driven, so you need to identify which ones to use to make your advertisements as powerful as possible. 

Luckily, there are specific tools you can use to conduct keyword research. We recommend: 

• Google Keyword Planner
• SEMrush
• Ahrefs

Additionally, you need to keep in mind the certain types of keywords you should be identifying during your search. Don’t worry if this sounds new to you – here are the core keyword types that you need to identify:

• Branded keywords: e.g., “[Your Firm Name] + reviews”)

• Practice Area Keywords:  e.g., “criminal defense attorney” 
• Location-Based Keywords: e.g., “criminal defense lawyer in [your city]”
• Long-Tail Keywords: e.g., “car accident lawyer specializing in [your city]”

Strategizing carefully about your keywords will also take you far, and with the right approach, you can maximize your PPC advertising.

Make sure you are matching your keywords to user intent (such as informational, navigational, or transactional) to make sure you are reaching the right audience. 

Additionally, you need to identify negative keywords and create a list that you don’t want to rank for in order to reduce the number of irrelevant clicks. For example, if you are a personal injury firm, you may want to single out “pro bono” as a negative keyword to filter out potential clients who are seeking free legal advice. We will discuss negative keywords in more detail later in this article.

6. Analyze Your Competition

It is difficult to build a truly strong PPC strategy without analyzing and knowing your competition. Otherwise, you won’t have a clear picture of how to set yourself apart from the other firms in your area. 

There are some key steps you can take to analyze your competition for PPC campaigns targeting lawyers, the first of which is to identify your main competitors. 

We recommend researching which law firms are bidding on similar keywords as you in your targeted areas or using tools such as SpyFu or SEMrush to see which competitors are also running Google Ads. 

From there, you can analyze your competitors’ ad copy and offers, taking note of certain aspects of their ads, such as their;

• Ad headlines 
• Descriptions 
• Calls-to-action
• Unique selling points and special offers

It is also a good idea to examine their landing pages by visiting the landing pages their ads link to and analyzing the layout, content, and conversion elements of each unique page. This will give you robust insight into how they are doing their marketing and indicate where you might need to tweak and adjust your own strategy. 

Checking their keyword strategies is also important, which you can do by 

• Using keyword research tools to see which keywords they are bidding on
• Identifying long-tail or niche keywords that they appear to be targeting 

During your research, you should also try to monitor their ad positions and impression share. Tracking where their ads tend to appear on search result pages will allow you to get an estimate of their impression share and budget, which you can compare to your own. 

Noting which ad extensions (assets) your competitors are using (such as call extensions or site links) can give you a clear picture of how they are leveraging extensions to enhance their ads.

In addition, you should conduct a broad search of your competitor’s online presence. Reviewing platforms such as their website, social media, and other digital marketing efforts can tell you how they are supplementing their PPC with other channels and give you some inspiration as to how you might do the same. 

We also recommend taking a proactive approach and setting up alerts to monitor changes to competitor ads or new competitor marketing entrants.

Once you have done all this, you can compile your research into one place, and adjust your strategy accordingly. 

You should be able to identify gaps in your own marketing, which you can use to refine your PPC strategy to differentiate and outperform your competitors. 

7. Create Eye-Catchy Ads

Not only is how you advertise important, but what you put in your ads is also crucial. 

Crafting compelling ad copy and visuals is a key part of your plan, and you should put significant time and thought into this. 

To create an effective ad, there are several elements you need to factor in. Here are the most important aspects of a Google search campaign ad that we have found to be the most important when it comes to reach and engagement. 

• The website name, which should be prominent and easily identifiable within your ad so that consumers know who you are
• Site icon/favicon to build brand recognition and provide a visual element that clients can associate with your firm
• Display URL that tells the audience where the add will take them after they click 
• Strong headlines that capture your audience’s attention 
• Clear and concise descriptions that expand on headlines and provide more detail
• Persuasive calls to action that encourage your reader to contact you now
• Unique selling propositions that set your firm apart from the rest 
• Ad Assets that provide useful business information for your reader, such as call buttons, location information, and website links

8. Optimize Landing Pages That Convert

Another key step that many people skip when engaging in PPC advertising is optimizing their landing pages. 

Your aim should be to create a seamless experience throughout the whole advertisement experience. This includes

• Ensuring that your landing pages are relevant to the advertisement that the user clicked on before
• Consistent messaging and branding between ads and landing pages 

Essential landing page elements that will make or break the effectiveness of your PPC ads include 

• Headline and subheadline: These should clearly state the service offered and reinforce the messaging found in the ads.
• Compelling content: Give your reader valuable information regarding your firm, expertise, and how you can help them as a client 
• Visual appearance: Make sure the landing is aesthetically cohesive with high-quality images and clear formatting. 
• A clear call to action: A CTA should be in a prominent position on the landing page to ensure your readers are encouraged to act
• Trust signal: Incorporate testimonials, quotes from real customers highlighting the quality of your service, case studies, and about your law firm and lawyers

We also recommend you optimize the technical aspects of your landing pages. 

This includes ensuring your landing pages are responsive and provide a user-friendly experience, and making sure the page loading speed is optimized to be as quick as possible. 

Advanced PPC Techniques 

Once you have the basics down, you can hit the hammer on the nail when it comes to PPC with the following advanced techniques. 

Display Advertising 

Display advertising is using images, gifs, and other visual ads that are displayed to users across various websites. 

You can strategically place these ads to hit specific targets, such as a certain demographic or interest. 

Remarketing/Retargeting

Retargeting is a form of PPC that targets people who have already viewed your website. This is a great way to re-engage potential clients who have previously shown interest in your firm. 

We have found that the most successful retargeting strategies include: 

• Website visitors who didn’t convert
• Phone call leads who didn’t schedule a consultation
• Users who abandoned a chat on your website

Local Service Ads (LSAs)

A local service ad is a powerful PPC tool to turn clicks into cash. If a user searches a location-based query (such as “divorce attorney near me”), Google will display several LSAs of trusted providers of this service at the top of the page, above the traditional paid ads. 

A user can click on this, and they will be promoted to confirm their query and the area they are in. If you are a match for what they are looking for, Google will direct them to your page. 

This allows potential clients to come to you as soon as possible, showing them that you can offer an immediate solution to their problems. You can also apply for a “Google Screened” badge, which shows users that you are a licensed and screened business. 

A/B Testing for Optimization

Another advanced PPC technique is using A/B testing to optimize your webpage. 

This type of testing requires you to produce two or more variants of one webpage, one of which will be shown to users at random. 

You will then be able to gauge which webpage works best for generating leads and adjust all areas of your website accordingly. 

Elements that you can test with A/B testing include:

• Headlines: Test different headline ideas to see which ones catch readers’ eyes and generate the most clicks (eg, “Injured in an Accident?” vs. “Get the Compensation You Deserve.”)
• Ad copy: Consider experimenting with different calls to action, wording tone, and benefit statements and assess which ones produce the best click-through rates (eg, Free Consultation” vs. “Call Now for a Case Evaluation”)
• Visuals: Try out different images, videos, and other visual elements of your web pages to get an idea of which ones resonate with your audience the most 
• Landing pages: A/B testing different elements of your landing page such as headlines, layouts, forms, and calls to actions will help you hone in on what works and improve your conversion rates.

Tools for A/B Testing 

A/B testing might sound complicated, however, it can be relatively straightforward if you have the right tools. 

For example, Google Ads has a built-in A/B testing feature that makes the process easy. 

Simply clicking into the “Style your native ad” section of your ad manager will allow you to create A/B ads and push them out to consumers to see which performs best. 

If you don’t use Google Ads, you might want to consider other A/B testing platforms, such as Optimizely or VWO, which are purpose-built for this kind of testing. 

Tips for A/B Testing 

We have helped our clients with a lot of A/B testing and have found that there are several tips and tricks you can implement to make the most out of the process, which include:

• Test one element at a time: Isolating individual variables allows you to understand the impact and magnitude of each change 
• Use a significant sample size: Make sure your sample data is wide enough to display statistically significant results 
• Be patient: Allow the A/B testing process to run its course so that you can gather meaningful insights. 

For instance we recently tested two different headlines for a family law firm’s ad, and the version with a more empathetic tone resulted in a 15% higher click-through rate, showing the impact of subtle changes.

Location Targeting

Targeting ads via location is a great way to ensure the right people see your ads.

You can easily target ads to specific cities, or even the radius around your office by choosing the location within the ad’s settings on Google Ads. 

Device Targeting 

In the same way, you can target ads with location, you can also target specific devices. 

Tailoring your ads and bids for different devices, such as a desktop, mobile, or tablet, is a great way to hone in on your audience. 

Managing Your PPC Budget 

If you want to maximize your return on investment and hit all of your marketing goals, you need to effectively manage your PPC budget. 

Here is a breakdown of the key considerations you need to keep in mind to get the most bang for your buck.

1. Setting a Realistic Budget 

If we could choose one word to describe how your budget should be, it would be “realistic.” Your budget needs to accurately reflect your firm’s financial capacity, as otherwise, you could be aiming to spend too much, or too little, on your PPC advertising. 

Factors to consider when setting a realistic budget include:

• Your practice area and whether it is competitive 
• Your location and whether this will increase prices
• The number of law firms you are up against
• The overarching marketing goals you would like to achieve. 
• The existing online presence of your firm

As a starting point, it is often recommended to begin with a modest budget and gradually increase it as you see what works and what doesn’t. 

2. Geographic Targeting

Geographic targeting is of the utmost importance when it comes to PPC, and you should be utilizing it to concentrate your budget on specific areas where you want to attract clients. This prevents wasting ads on clicks from users who don’t reside in your service area. 

Some geotargeting options you could choose include; 

• City
• State
• Zip Code
• Radius around a specific office location

3. Budget Allocation

How you allocate your budget is also crucial. You need to work towards optimizing your spending, which means allocating more of your budget to the keywords and ads that return the most valuable clicks and client conversations. 

Regularly reviewing and monitoring your campaign performance will allow you to identify top-performing keywords, and you can adjust your budget to funnel more money into those accordingly. 

4. Bidding Strategies

PPC largely relies on bidding for keywords, and how you go about bidding will have a major impact on your budget. 

Here is a breakdown of the best bidding strategies to help you choose the right one for your firm’s budget. 

• Manual bidding: This allows you to set your bids for each keyword. While it gives you more control over how much you spend, it does take more time and expertise to be successful.
• Automated Bidding: Some PPC platforms (eg, Google ads) allow users to automatically set bids based on your goals and campaign data. This can be a massive time saver, but you may end up spending more than you 

5. Monitoring and Adjusting

PPC isn’t a one-and-done deal. It requires ongoing optimization and regular review to get the most out of the service. 

Additionally, regular review allows you to closely analyze your campaigns and adjust your budget towards keywords and ads that appear to be doing well. 

You can do this by tracking key performance indicators, which allow you to assess campaign effectiveness. The core metrics to keep an eye out for are: 

• Click-through rate (CTR): The percentage of users who click on your ad after seeing it.
• Conversion rate: The percentage of users who complete a desired action (e.g., submitting a contact form, or calling your firm) after clicking on your ad.
• Cost per acquisition (CPA): The average cost of acquiring a new client or lead.
• Cost per mille (CPM): The cost of showing your ad to 1,000 people.
• Return on ad spend (ROAS): The revenue generated for every dollar spent on advertising.

You can also make use of the various analytics tools that come with your PPC provider of choice. Some of the most effective tools we have come across are:

• Google Ads dashboard: This provides detailed data across your campaigns 
• Google Analytics: This tracks and displays user behavior and website traffic 
• Third-party tools: Tools such as WhatConverts, and CallRail can help with lead tracking. 

Common PPC Mistakes to Avoid 

As leaders in the advertising space, we have noticed several trends when it comes to PPC advertising. 

Here’s a breakdown of the common pitfalls to avoid when using PPC advertisements: 

1. Keyword Targeting Errors

Keywords are the foundation of successful PPC campaigns.  Choosing the right keywords can make or break your results.

A common issue here is ignoring negative keywords that can lead to your ads appearing for irrelevant searches, so it is important that you take the time to identify these so you do not waste your budget.  For example, use negative keywords like “pro bono,” “free,” “DIY,” “template,” etc.

Also, we have noticed many businesses try to target competitor keywords. While it might seem tempting, this is often expensive, ineffective, and potentially lead to trademark issues.

Finally, bidding on the wrong keywords seems to be a mistake nearly every beginner makes. Avoiding overly broad keywords like “lawyer” or “legal services,” which attract irrelevant traffic, and using a mix of high-volume and long-tail keywords (e.g., “car accident lawyer in Los Angeles”) will maximize your reach while avoiding irrelevant traffic. 

2. Landing Page Issues

We also often see many landing page issues, in which the law firm had a slow loading or poorly designed landing page, or there isn’t a dedicated landing page at the other end of the advertisement. A common technical oversight is neglecting mobile optimization, which is silly as the majority of searches are done via a phone.

Make sure you put enough time and attention into your landing pages to ensure a seamless experience across all devices. This means they should be fast-loading and easy to navigate, read, and interact with on smaller screens. Consider larger font sizes, clear calls to action, and simplified forms.

3. Campaign Management Mistakes

Another pitfall we regularly see is making mistakes when it comes to campaign management. This includes:

• Setting and forgetting: Neglecting to continuously monitor and adjust your PPC campaigns. Make sure to regularly monitor your campaigns and make adjustments as needed. This includes changing bids, updating ad copy, adding negative keywords, adjusting targeting, and more.
• Overlooking the quality score: Google’s Quality Score affects your ad ranking and cost per click, however, many overlook this. Make sure to improve your Quality Score by using relevant keywords, writing compelling ad copy, optimizing landing pages, and using ad extensions.
• Not tracking conversions: Failing to track the conversions that stem from your ads will leave you unable to tell which campaigns are the top performers. Make sure to Set up conversion tracking in Google Ads and Google Analytics.

4. Integration and Follow-Up Errors

Finally, many businesses fail to integrate their PPC campaigns with a CRM system, which stops them from effectively tracking leads and allowing you to engage in follow-up conversations with potential clients. 

Typical Costs and Results: Insights from Our In-house PPC Management Experience with 100+ Clients

Our extensive insight and work within the world of PPC means we can offer you data that goes beyond the general industry standard. Here are the typical costs and results we have seen from over 100+ of our very own clients. 

Factor	Typical Range	Potential Results
Cost-per-click (CPC)	$5 – $15	We’ve achieved average CPCs as low as $5 for Estate Planning in Knoxville, TN using a Cost-per-click (CPC) bidding strategy.
Conversion Rates	7% – 12%	Our optimized campaigns have consistently achieved conversion rates of 10% – 11% for clients in Immigration Law.
Cost-per-lead (CPL)	$80 – $160	We’ve helped clients reduce their CPL to $105 – $115 for Family Law through targeted keyword selection and landing page optimization.
Return on Ad Spend (ROAS)	Avg. Lifetime Value = 2 × $7,500 = $15,000	On average, our clients see a ROAD of 2:1, meaning they generate $2 in revenue for every $1 spent on PPC advertising.

Should You DIY or Hire a PPC Expert? 

When it comes to managing your law firm’s PPC campaigns, you have two primary options: do it yourself (DIY) or hire a PPC expert. There are advantages to both options, however, the best choice will be whatever suits you and your firm’s needs the most. 

DIY PPC Management

Pros: 

• Potential Cost Savings: A DIY PPC campaign will potentially save you money on agency fees or outsourcing an in-house expert. 
• Full Control: A DIY approach gives you full control over your PPC campaign. 
• Learning Opportunity: DIY PPC management can be a valuable learning experience, allowing you to gain a deeper understanding of online advertising.

Cons:

• Significant Time Commitment: PPC is a difficult process, even for us experts! If you are trying to learn PPC while conducting a campaign, this can suck up a lot of your time. 
• Requires Expertise: Effective PPC management requires specialized knowledge and skills. Approaching PPC without proper expertise can cause you to make costly mistakes, 
• Potential for Wasted Budget: Without proper knowledge and experience, you may mismanage your budget, leading to wasted ad spend and lower ROI.

Hiring a PPC Expert 

Benefits:

• Specialized Knowledge: PPC experts have years of in-depth, industry-relevant knowledge of all the platforms, practices, and strategies you need for a successful campaign. For example, here at LaGrande Marketing, we work with hundreds of law firms and know exactly what type of target queries give you quick ROI, so these types of battle-tested strategy you can get immediately. 
• Time Savings: Outsourcing your PPC management frees up your time for you to do what you do best – providing quality legal services to clients in your area.
• Access to Advanced Tools: PPC agencies often have access to sophisticated tools and resources that aren’t available to the average “DIY’er.” 
• Improved ROI: Using experience and in-house knowledge to manage your campaign will bolster its efficiency and improve your ROI. 
• Campaign Creation and Optimization: Professionals can handle the technical aspects of setting up, optimizing, and managing your campaigns.
• Performance Monitoring and Reporting: PPC agencies can provide you with regular, concise, and understandable reporting on your PPC Campaigns, 

Considerations:

• Cost: Hiring a PPC expert or agency involves a financial investment. However, the potential ROI you can receive on your investment makes it a worthwhile financial decision. 
• Finding the Right Expert: It’s crucial to select a PPC expert or agency with experience in legal marketing and a proven track record of success. Finding the right fit for you can be a challenge, especially if you have very specific needs. 

Making the Decision

Ultimately, the decision of whether to DIY or hire a PPC expert depends on the following factors:

• Your budget 
• How much time you have 
• Your level of PPC expertise 
• Your marketing goals

The Bottom Line

PPC is a powerful marketing tool that every law firm should be using, as it helps to bring in new clients, build an online presence for your firm, and easily advertise your services across a wide range of platforms. 

If you work for or run a law firm, we urge you to explore PPC advertising and whether it can help you reach your marketing goals.

At LaGrande Marketing, we specialize exclusively in the legal industry, harnessing decades of experience to deliver PPC management services that truly work for law firms. 

We understand the unique challenges and opportunities facing legal practices, and we know how to target PPC advertising on Google Ads and other platforms to maximize results while minimizing unnecessary expenses.

Our deep industry knowledge and data-driven approach ensure your campaigns are optimized for success, attracting high-quality leads and helping your firm grow. If you’re interested in diving into the world of PPC, don’t hesitate to contact us today!