What is a PPC Campaign?
A PPC (pay-per-click) campaign is a digital advertising strategy where businesses pay a fee each time someone clicks on their ad. These campaigns—which are commonly run on platforms like Google Ads—allow law firms and other businesses to target specific keywords for maximum visibility. At Fuel Web Marketing, we provide pay per click management services to law firms. In this article, you will find an overview of key things to know about PPC campaigns.
Pay-Per-Click: Defined
As simply defined by Google Ads, PPC (Pay-Per-Click) is paid search advertising. In other words, it is a digital marketing strategy where advertisers pay a fee each time their ad is clicked. For law firms, PPC campaigns—which are often run through big platforms such as Google Ads, Bing Ads, and specific social media sites—help to target potential clients actively searching for legal services. Indeed, the right PPC strategy can drive results.
The Elements of a PPC Campaign for a Law Firm
Keyword Research and Selection
A PPC campaign starts by identifying high-intent keywords that potential clients search—such as "personal injury lawyer near me" or "divorce attorney consultation.” It is best to use a mix of broad, phrase, and exact match keywords for better targeting.
Draft Compelling Ad Copy
Compelling PPC ads deliver better results for law firms. With that in mind, it is best to write clear, persuasive ad copy that highlights your firm’s expertise and unique selling points.
You should include a strong call to action.
Put an Emphasis on Landing Pages
What happens when someone clicks on a PPC ad? You should ensure that your landing page—the part of the website that they end up at—aligns with the ad message and focus on conversions. It is best to include a clear headline, persuasive content, and an easy-to-complete contact form.
Know the Importance of Narrow Geo-Targeting
If you are a law firm offering services in Florida, you do not generally want people in California clicking on your PPC ads. Narrow geo-targeting is a must. You should focus on locations where your firm operates to avoid wasted ad spend.
Develop a Bid Strategy and Budget Management
Return on investment is an absolute must. PPC campaigns cost money. They need to deliver results. Law firms may choose between automated or manual bidding based on campaign goals. They need to allocate their budget efficiently across campaigns based on performance metrics.
Track Performance and Adjust When Needed
PPC campaigns are always developing. You should monitor key metrics like CTR, CPC, conversion rates, and ROI. Law firms should also generally conduct A/B testing on ads and landing pages. Based on the results, you can adjust bids, keywords, and ad copy.
Get Help With Your Law Firm’s PPC Campaign Today
At Fuel Web Marketing, we provide solutions-focused digital marketing services to lawyers and law firms. If you have any questions about PPC campaigns, we can help. Contact us today for a completely confidential, no obligation consultation. Our team provides PPC campaign services to lawyers and law firms nationwide.