JurisPage is nationally-recognized as the leader in law firm internet marketing.
“I would recommend JurisPage to any law firm.
I couldn’t have grown my law firm with the team at JurisPage. Their attention to detail, responsiveness and professionalism was what allowed me to focus on other important aspects of building my firm.”
Allison Surowitz Surowitz Law Group
PPC for Law Firms
Internet Advertising, or Law Firm PPC, is the process of advertising your firm within the results of a search results page. Google Ads is a particularly useful advertising channel for law firms because it allows you to target your ideal client, including targeting by city/county and by practice area.
Effective law firm PPC is a combination of:
Strategic PPC Planning & Research
Keyword Research & Market Analysis
Landing Page Design & Testing
Ad Copywriting & Testing
Conversion Rate Optimization
Analysis, Review & Revisions
Let the Law Firm Internet Marketing Experts handle it For You.
Law Firm PPC: Our Process
Learn how we’ll develop a PPC campaign for your law firm that delivers a real ROI.
Research & Strategic PPC Planning
We start with a deep analysis of your law firm, your practice areas and the competitive PPC landscape in your market. Important elements that factor into your custom, comprehensive law firm PPC plan include:
What are your marketing objectives?
Which practice areas do you want to promote?
What is the average value of a case in this practice area?
What is the competition for the keywords we want to target?
What is the Cost-Per-Click (CPC) for our targeted keywords?
What is the likely Cost-Per-Acquisition (CPA) within our target market?
Landing Page Setup
Next, we build a landing page that is consistent with your website and branding, and that is optimized for converting visitors to customers.
Your landing page will be laser-focused on the practice areas we’re marketing for as well as the keywords we’re specifically targeting. Each landing page will be optimized to:
Briefly educate the visitor on the nuances of this type of matter
Validate that your firm is the expert in this practice area
Compel the visitor to contact your firm
Google Ads Campaign Setup
We’ll build a new Google Ads campaign based on the keywords that we’ve identified. We’ll write compelling ad copy that drives visitors to your new landing page. This setup includes:
Selection and Bid on Keywords
Google Ad Copywriting
Setup of Multiple Ads for A/B Testing
Setup of Multiple Campaigns as Appropriate
During the law firm PPC campaign setup, we’ll carefully analyze your target demographic to ensure that we’re bidding on the right keywords, setting appropriate bids (not too high, not too low) and writing ad content that will optimize click-through rates and ultimately conversions.
Ongoing Management & Optimization
The most successful law firm PPC campaigns are successful because they are constant being tested and optimized. Managing an Ads campaign is both an art and a science. We constantly review click-through and conversion rates, A/B test new ads, keywords and landing pages to incrementally improve the performance of your campaign. Every month, we will:
Review total search volume (impressions)
Review Search Impression Share - Are our ads showing up often enough?
Analyze Click-Through-Rate (CTR) - Are people clicking our ads?
Analyze Conversion Rates - Are people who visit our landing page contacting us?
Analyze Cost-Per-Acquisition (CPA) - What does each lead ultimately cost?
We’ll track every new lead (a conversion) that comes into your firm; visitors that call you or fill out a contact form from your website. These leads, in addition to being potential new clients, will provide invaluable intel on how to further optimize your campaign.
Analysis & Iteration
Law firm PPC is all about reviewing data and acting on that data. On a regular basis we will review the results of your PPC campaign and pivot accordingly, including:
Total Impressions & Search Impression Share
CTR (Click-Through Rate)
Conversions & CPA
A/B Ad Iterations: New Ad Evolutions Each Cycle
A/B Landing Page Iterations: New Landing Page Evolutions Each Cycle
You’ll have a standing regular meeting with your designated JurisPage Marketing Manager. During your law firm PPC marketing meeting, your marketing manager will work with you and discuss:
Overarching status of the current PPC campaign
Review traffic, clicks, conversions and other Key Performance Indicators
Feedback (from you) on lead quality
Ongoing Competitive Analysis
What's New / What's Next
A/B Testing and Optimization
The most important part of your law firm PPC campaign is what happens after the campaign launches.
While you will see immediate results after your Google Ads campaign launches, the real magic happens over time.
Iterative A/B testing of ad copy and landing pages creates an evolution-like effect, where every month we’re able to incrementally increase the amount of clicks and conversions at a lesser price point.
By way of example, below is a real-world example of a law firm in a particularly competitive metro area. The firm begin doing their own law firm PPC, but wasn’t happy with the results. They hired JurisPage to rework and take over their Google Ads campaign.
Here’s what happened.
Cost per Click (CPC)
Cost per Lead (CPA)
Law Firm PPC: Frequently Asked Questions
You have questions. We have answers.
How much do I need to spend on Google Ads?
Answer: The minimum ad spend your firm needs to even show up and make a meaningful dent varies based on how many other law firms are also advertising in that practice area in that market. We’ll analyze your market, its competitiveness and will inform you on the minimum recommended ad spend based on your market.
While this minimum recommend spend varies based on market, as a rule of thumb we advise that all law firms budget $1500 / month as an absolute minimum; any less is unlikely to yield any results. This minimum will likely be more in highly competitive or concentrated cities and practice areas.
Each of your practice areas can be thought of as their own individual businesses (at least for law firm PPC purposes). As a result, in most cases, we’ll recommend a minimum ad spend per practice area, per market.
What do you charge to setup and manage my law firm PPC campaign?
Answer: We charge a fee to setup and manage your PPC campaign on an ongoing basis. This fee is the greater of a flat dollar amount or a percentage of your total ad spend (because larger campaigns take more time and resources to manage), which you can find here.
How long does it take to see results from law firm PPC?
Answer: PPC generates results very quickly. Unlike SEO, which can take 3 to 6 months (or longer) to show results, with law firm PPC, your law firm can have an ad campaign up-and-running within days, and new prospective clients contacting you almost immediately.
Over time, with a careful iterative process of analyzing, testing, and repeating: The performance of your law firm PPC campaign should increase over time. This usually yields more leads, higher quality leads at a lesser price-per-lead (CPA) basis.
Do you track and analyze leads that PPC generates?
Answer: Yes, this is an important part of the ongoing law firm PPC process. In order to make the appropriate improvements toy our PPC campaign over time, it’s vital that we understand what’s working, what’s not, and where the best quality leads are coming from.
We’ll not only report on this data every month, but will actively seek your feedback on the quality and tone of each lead that we’ve generated for your firm.
Do you guarantee results?
Answer: Any marketing agency that guarantees results in terms of lead generation or cost is being outright dishonest. There are no guarantees in life, and fewer still in PPC. Law firm PPC s both an art and a science, and every law firm and market is different. We do guarantee that you’ll have the best law firm marketers in the business working diligently on your campaign. We guarantee that you’ll have the highest quality ad campaigns developed. We guarantee that your firm will be in the best possible position for optimal exposure, reach and conversions.
Can I just do this PPC stuff myself?
Answer: Managing a Google Ads campaign, particularly law firm PPC, is technical and time-consuming. Successful PPC campaigns require a significant ongoing commitment (and are not set-it-and-forget-it). Every week you need to analyze the data, understand where traffic is (and where it’s not), which keywords are performing, what an appropriate bid for each keyword is, and what ads are working (and why).
So, could you learn PPC, become a master and do it yourself? Probably, yes. But you’re better off finding a capable agency who can do it for you.
Do I approve all content before it’s published?
Answer: Yes absolutely. We’ll develop landing pages and ad copy aimed at generating the most, high-quality leads for your firm. Before launching we’ll ask you to review them to make sure we’re capturing the tone and tenor of your law firm.
How do I pay for my Google Ad spend?
Answer: Once you’ve approved a monthly ad budget, we’ll setup your Google Ads campaign using a credit card that you provide, and Google will charge you each month directly. We’ll setup the appropriate bids and daily budget to ensure that your campaign stays within your defined monthly ad budget.
It’s easy to burn money on (bad) Internet marketing. Here’s what to look for to make sure you get a return on your investment.
Demand transparency across the board. Transparency in pricing. Transparency in what the law firm PPC agency will do, how they’ll do it and when they’ll do it.
2. Exclusive Legal Focus
Law firm PPC isn’t for amateurs. Even otherwise capable internet marketing companies often (and usually) fail to deliver to law firm clients. Law firms are special, and law firm PPC is too. Each legal practice area (like family law, personal injury, or criminal defense) is like it own unique industry, with its own nuances and strategies. It takes nearly a professional lifetime to truly master PPC for each area of law, let alone PPC for law firms across the board. For that reason, avoid generalist, or PPC agencies that aren’t exclusively focused on law firms.
3. Trackable Results
A good law firm PPC agency will provide trackable, measurable results. You’ll be able to see what’s working and what isn’t. You’ll have clear visibility into where each lead came from. And a great PPC agency won’t over-focus on “vanity” metrics, and will instead focus on the two metrics that, at the end of the day, matter most: (a) How many leads were generated and (b) what did each one cost?
4. No Long-Term Contracts
Some law firm PPC agencies (particularly larger ones) require multi-year contracts. There’s no good reason to sign a long-term agreement. While good PPC agencies may have modest initial terms (while they ramp up your campaign), anything longer than six months says a lot about that agency’s confidence that they’ll perform (and keep you on-board purely on the merits of the value the provide).
5. Advisors (Not Just Salespeople)
Your law firm PPC agency should do more than just execute your marketing instructions. They should lead the conversation about marketing your firm, and play a significant advisory role when it comes to Internet marketing for your practice. A good law firm PPC provider will be able to tell you what marketing techniques work for what practice areas (and what doesn’t).
Law Firm PPC: Why JurisPage
Meet your new Internet Marketing team
Full-Spectrum Internet Marketing
We won’t leave you to your own devices or force you to hire a second agency for another part of your marketing strategy. Law firm marketing requires a wholistic approach, and each element of your marketing plan needs to be administered in concert. JurisPage will manage your firm’s PPC, SEO, website design, email marketing and social media.
Pure Legal Experience
We only work with law firm, which means 100% of our time, energy, education and experience is in helping law firms like yours grow. We know how to market each type of practice (and how not to). We’ll help you avoid ethical advertising pitfalls, and will ensure you see a return on your marketing investment.
JurisPage is steeped in awards, from the Lawyerist list of best law firm websites, to the Inc. 5000 list of fastest-growing private companies in America. And that didn’t happen by accident, it’s the result of honesty, hard work and delivering real, meaningful results to our (amazing) law firm clients.