How Law Firms Can Avoid Overspending with Google Ads

Good 2B Social write..

Law firms looking to generate leads immediately can look no further than PPC (pay-per-click) advertising campaigns on Google – aka Google Ads. It’s worth knowing though, that Google Ads can be quite costly. Law firms need to pay particular attention to their strategy in order to target accurately, spend wisely, and get the return on investment they’re hoping to achieve.

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which law firms pay a fee each time one of their ads is clicked. The most common form of PPC is Google Ads, however, there are a lot of other PPC providers and models, such as LinkedIn, Facebook, Instagram, YouTube, and more. Essentially, law firms will pay publishers to display their firm content (whether in the form of an image, search result, etc), and then they are charged for each time that action takes place. You can see how a budget based on someone completing an action makes it essential to limit that action to only those most likely to convert.

Why Should Law Firms Use PPC? 

As part of an integrated marketing strategy, PPC can often bring immediate results for law firms. Other forms of digital marketing such as search engine optimization (SEO) take some time to work – PPC can help immediately while you wait for other programs to become effective. It essentially helps marketers to fill gaps in lead generation while executing other targeted online programs.

How Much Does a Google Ad Cost a Law Firm? 

Legal search terms tend to be on the expensive end of the spectrum. You can use a keyword research tool to determine the cost of individual keywords or phrases. Despite estimates, there are several factors that can impact what legal marketers will end up paying for their advertising. Some of these include geographic area, targeting settings, how frequently their ads are shown, and at what times of the day. In general, the less targeted campaigns are, the more expensive they tend to be.

To keep costs as low as possible while still obtaining results, try the following: