Everything Lawyers Need to Know About PPC
- Fretchie Gay Monterde
- Apr 22
- 8 min read
Quick Links
Key Takeaways
PPC (pay-per-click) advertising helps lawyers generate high-quality leads faster than SEO alone.
Google Search Ads should be your primary focus, with Local Service Ads as a secondary option.
The right bidding strategy is critical: start with manual CPC, then switch to max conversions once you have enough conversion data.
Conversion tracking is non-negotiable—track phone calls and form submissions accurately.
Avoid common PPC mistakes like poor keyword selection, weak ad copy, and ineffective landing pages.
Why PPC is Essential for Lawyers
If you're a lawyer looking to grow your practice, you’ve probably heard about pay-per-click (PPC) advertising. But is it worth the investment? Absolutely!
Law firms operate in one of the most competitive industries in digital marketing. Potential clients don’t browse law firm websites for fun—they need help, and they need it now. This urgency makes PPC an incredibly powerful tool for attorneys. Unlike SEO, which takes months (or years) to generate consistent results, PPC allows you to immediately place your law firm at the top of Google search results.
Benefits of PPC for Law Firms
Instant Visibility – With Google Search Ads, your firm can appear at the top of search results within hours of launching a campaign.
Highly Targeted Leads – PPC lets you target high-intent users actively searching for legal services, whether it’s "personal injury lawyer near me" or "estate planning attorney consultation."
Scalability – Unlike organic traffic, which requires long-term SEO efforts, PPC campaigns can be scaled up or down based on your budget and lead volume.
Measurable ROI – With proper conversion tracking, you can see exactly how many leads your campaigns generate and their cost per lead (CPL).
PPC vs. SEO: What’s the Difference?
Feature | PPC | SEO |
|---|---|---|
Speed | Quicker results | Takes months to rank organically |
Cost | Pay per click | Free clicks but high time investment |
Control | Full control over budget & audience | Limited control over rankings |
Competition | Can outbid competitors | Must outrank competitors |
While SEO should always be part of your long-term marketing strategy, PPC is the fastest way to generate leads for your law firm.
How Google Ads Works for Law Firms
Understanding how Google Ads works is crucial for running a successful PPC campaign. Let’s break it down.
The Google Ads Auction
When someone searches for "best personal injury lawyer in [city]," Google runs an instant auction to determine which ads appear and in what order. Your ad rank is determined by:
Bid Amount – How much you’re willing to pay per click.
Quality Score – Google assigns a score based on ad relevance, expected click-through rate, and landing page experience.
Ad Extensions (now called assets) & Relevance – Additional features like call buttons, location extensions, and sitelinks help improve visibility.
Types of Google Ads for Lawyers
Search Ads (Primary Focus)
These appear at the top of Google’s search results when someone searches for legal services. They are text-based ads and are the most effective for lead generation.
Example:
"Injured in an accident? Get a free consultation with our experienced personal injury lawyers. Call now!"
Local Service Ads (Secondary Option)
Google Local Service Ads (LSAs) are a great option for law firms, especially for personal injury, family law, and estate planning. Unlike traditional PPC, LSAs operate on a pay-per-lead basis rather than per click.
Pros:
Appear at the very top of search results.
You only pay for actual leads (not just clicks).
Google’s "Google Screened" badge builds trust.
Cons:
Approval process can take time.
Less control over targeting compared to Search Ads.
Keyword Targeting: What Works for Lawyers?
Choosing the right keywords is one of the most important factors in a successful PPC campaign. The goal is to target high-intent search terms while avoiding wasteful clicks.
Best Keywords for Law Firms
"[Practice area] lawyer near me" (e.g., "divorce lawyer near me")
"[Practice area] attorney free consultation" (e.g., "estate planning attorney free consultation")
"Best [practice area] lawyer in [city]"
"Affordable [practice area] attorney"
Negative Keywords to Avoid
Negative keywords prevent your ads from showing for irrelevant searches. This helps reduce wasted ad spend.
Examples of negative keywords for law firms:
"Pro bono" (unless you offer free services)
"DIY legal forms"
"Legal jobs" (to filter out job seekers)
"How to sue" (people looking for general information, not a lawyer)
Best PPC Strategies for Lawyers
1. Start with Manual CPC Bidding
If you don’t have historical conversion data, start with manual CPC bidding. This gives you control over how much you’re paying per click. Once you’ve gathered 15-20 good leads over a 30-45 day period, switch to smart bidding (max conversions).
2. Use Highly Relevant Ad Copy
Your ad copy should be clear, compelling, and address the client’s problem.
Example of strong ad copy:
"Facing criminal charges? Our experienced defense attorneys can help. Free consultation—Call now!"
Key elements of effective ad copy:
Strong headline (e.g., "Top Personal Injury Lawyer – Free Case Evaluation")
Emotional appeal (e.g., "Get the justice you deserve")
Call to action (e.g., "Call now for a free consultation")
3. Optimize Landing Pages for Conversions
A great PPC campaign won’t work if your landing page doesn’t convert visitors into leads.
Essential landing page elements:
Clear, compelling headline
Simple contact form (Name, Phone, Email, Message)
Click-to-call button for mobile users
Testimonials and trust signals
4. Track Every Lead
Accurate conversion tracking is crucial. Track phone calls, form submissions, and chat interactions to measure ROI.
Common Pitfalls & How to Avoid Them
Even the best-intentioned PPC campaigns can fail if not properly managed. Here are some of the most common mistakes law firms make with Google Ads and how to fix them.
1. Poor Keyword Selection
Many law firms waste thousands of dollars on irrelevant or overly broad keywords.
The Mistake:
Bidding on generic keywords like "lawyer" or "legal advice"
Targeting search terms that indicate research intent rather than hiring intent (e.g., "how to file a lawsuit" vs. "personal injury lawyer near me")
The Fix:
Use high-intent, service-specific keywords (e.g., "divorce attorney consultation" instead of "divorce help").
Add negative keywords to block out irrelevant searches (e.g., "free," "DIY legal help," "law school").
2. Weak Ad Copy
If your ad doesn’t stand out, users will scroll right past it.
The Mistake:
Generic headlines like "We Are Experienced Lawyers"
No clear value proposition or urgency
Missing a strong call to action (CTA)
The Fix:
Use client-focused language (e.g., "Get Maximum Compensation for Your Injury – Free Consultation")
Include a CTA (e.g., "Call Now for a Free Case Review")
A/B test different versions of your ads to see which converts best
3. Sending Traffic to a Generic Homepage
One of the biggest PPC mistakes law firms make is driving traffic to their homepage instead of a dedicated landing page.
The Mistake:
Homepages often contain too much information, distracting visitors from converting.
They lack a strong, singular call to action.
The Fix:
Build dedicated landing pages for each practice area.
Optimize these pages for conversions (simple form, click-to-call button, testimonials, case results).
4. Ignoring Mobile Optimization
Over 60% of legal searches happen on mobile devices, yet many law firms fail to optimize for mobile users.
The Mistake:
Slow-loading pages that drive users away
Tiny text and buttons that are hard to tap
No easy way to call the firm directly
The Fix:
Ensure fast page load speeds (Google recommends under 3 seconds).
Use large, easy-to-tap call buttons.
Keep forms short—just name, phone, and case type.
5. Poor Conversion Tracking
If you don’t track conversions properly, you won’t know what’s working and what’s not.
The Mistake:
Only tracking clicks, not actual leads
No call tracking for phone-based inquiries
Relying solely on Google Ads' automated tracking
The Fix:
Set up Google Ads conversion tracking for form submissions.
Use call tracking software to measure leads from phone calls.
Regularly review lead quality to adjust targeting.
6. Not Adjusting Bidding Strategy Over Time
Google Ads isn’t a "set it and forget it" platform. Many law firms leave money on the table by sticking with the wrong bidding strategy for too long.
The Mistake:
Using Max Conversions bidding too early without enough data
Never adjusting bids based on performance trends
The Fix:
Start with Manual CPC if you don’t have historical data.
Switch to Max Conversions only after you’ve collected 15-20 quality leads over 30-45 days.
Regularly analyze cost per lead (CPL) and return on ad spend (ROAS) to make informed adjustments.
Case Study: How PPC Transformed a Law Firm’s Lead Generation
To illustrate the power of well-managed PPC, let's look at a real-world example of how targeted advertising helped a law firm significantly increase its lead flow and lower its cost per acquisition.
About the Client
A mid-sized personal injury law firm in a competitive metropolitan area approached Good Growth for help. Their existing Google Ads campaign was generating leads, but at an unsustainable cost per lead (CPL) of $325. They needed a better strategy to attract high-quality cases at a lower cost.
The Challenge
High competition driving up cost per click (CPC)
Poor conversion tracking leading to wasted ad spend
Ads not targeting high-intent search terms
The Strategy
Keyword Optimization – We refined their keyword list, focusing on high-intent searches like "car accident lawyer free consultation" while eliminating low-intent terms like "how to file an injury claim."
Landing Page Revamp – Instead of sending traffic to their homepage, we created a dedicated landing page with a strong CTA, trust signals, and a click-to-call button.
Bid Strategy Adjustment – We started with manual CPC to control costs, then transitioned to Max Conversions after 30 days of data collection.
Conversion Tracking Implementation – We installed call tracking such as CallRail and form submission tracking to measure every lead accurately.
The Results
CPL decreased from $325 to $150 within 3 months
Lead volume doubled with the same ad spend
Higher-quality cases due to improved targeting
Key Takeaways & Next Steps
Now that we've covered the essentials of PPC for lawyers—including best practices, common pitfalls, and real-world results—let’s summarize the key takeaways and provide a clear path forward for your law firm’s Google Ads strategy.
Key Takeaways
PPC is one of the fastest ways to generate high-quality leads for law firms, but only if done correctly.
Keyword selection is crucial. Avoid broad or irrelevant terms, and focus on high-intent keywords like “personal injury lawyer free consultation.”
Landing pages matter. Sending traffic to a homepage will lower conversion rates—use dedicated pages with strong calls to action.
Tracking and data analysis drive success. Implement call tracking, form tracking, and conversion reporting to measure ROI.
A well-structured bidding strategy will save you money. Start with manual CPC, then switch to Max Conversions once you have enough data.
Ongoing optimization is essential. PPC is not a “set it and forget it” system—regular adjustments improve performance over time.
How to Get the Most Out of Your Google Ads Budget
If you’re ready to launch (or improve) your PPC strategy, here are the key next steps to maximize your advertising investment.
1. Audit Your Current PPC Campaigns (If You Have Them)
If you're already running Google Ads, take the time to evaluate your existing campaigns. Ask yourself:
Are you tracking every lead accurately?
Are you bidding on high-intent keywords?
Do your ads clearly communicate your unique value?
Are your landing pages optimized for conversions?
2. Start with a Smart, Data-Driven Strategy
If you're new to PPC or aren’t seeing results, here’s a streamlined approach:
Conduct competitor research – See what other law firms in your area are doing successfully.
Build a solid keyword strategy – Focus on intent-driven searches.
Set up high-converting landing pages – Make it easy for potential clients to contact you.
Track everything – Implement call and form tracking to measure ROI accurately.
3. Consider Partnering with a PPC Expert
Google Ads is complex, and law-related keywords are some of the most expensive in digital advertising. Working with a PPC expert ensures your budget is being spent effectively.
At Good Growth, we specialize in helping law firms generate high-quality leads through data-driven PPC strategies. If you want to see real results without the hassle of managing campaigns yourself, we’re here to help.
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