We normally suggest a starting budget of no more than £20 a day (on Google Ads).

More than that could result in overspending.

If you choose our team to help you with your marketing, we will always work closely with you to make sure that you get the best value for money from your advertising.

Our ultimate goal is to help law firms grow.

You can’t just start your campaign by investing thousands of pounds in PPC/Google/social media advertising and expect to acquire high numbers of clients.

Pay per click for lawyers takes time and effort, and requires making constant changes to your campaigns led by data-driven decisions.

Furthermore, it is hugely beneficial to be experienced in law firm online advertising as it involves creating and managing online ad campaigns, and there are many factors that can impact the results.

Experienced law firm PPC advertisers have a deep understanding of how to optimise campaigns for maximum results and return on investment, know the ad platforms, ad targeting, and have knowledge of analytics.

Without experience in legal marketing specifically, your marketer may not fully understand your needs and your clients.

Each PPC campaign is different. But here are the main points each law firm should stick to:

• Location – unless your law firm is located in every larger city in the UK, there is no point in trying to target searchers from outside of your region. The more focused your campaign is, the better.
• Intent – there are a couple of types of searchers – those who look to use your services immediately, and those who are just browsing and planning. If your budget and capacity allow it, you can try target both types with tailored copy. For the visitors who are looking for the services now, focus on landing pages fine-tuned for quick conversions. For the browsers, create an informational piece of text that will help them make their mind up. Alternatively, you could use law firm SEO to achieve this.
• Compel – PPC ads are usually quite small so the copy needs to be concise and send a straightforward message. No waffle, just persuasive and clear calls to action.
• Sell – generating the enquiries is only half the battle. You now need to do the groundwork to make sure that they do business with you.

Search engines and social platforms make it seem that running ad campaigns is straightforward. However, you need to keep a couple of things in mind.

Google and Facebook may be very user-friendly. But don’t let them deceive you. We have previously worked with law firms who tried advertising themselves and ended up burning through substantial amounts of cash without generating any satisfactory results.

Ultimately, advertising platforms are businesses on their own that make money from you using them. Their aim is to get you to spend more money. They are your tools, not your friends. This is why it is best to hire a PPC expert – someone who has experience in running law firm ad campaigns to minimise any risks.

PPC is very sensitive and dynamic. It involves careful analysis of the business, online statistics, making constant adjustments, and (data-driven) optimisation and decisions. You can certainly try to set up a campaign. However, in order to manage it well, you need to commit to it full-time. This is especially if you don’t have any experience.

You also need to prepare yourself for failure.

This is really where the value of a marketing agency comes in as the ones who specialise in PPC normally have dedicated staff who understand the industry and its clients, and know the ins and outs of the platforms they use to advertise on. This allows them to tailor ads correctly and work them efficiently.

While you may take a year to learn how to work PPC, an agency can figure everything out for you within a week.

• One of the biggest mistakes a law firm can make is pausing or stopping its campaign halfway through. If you pause your campaign when your cost per click has already been reduced, getting back to that lower price might take longer and will cost you more in the end. So, even if a campaign has not been bringing you many leads, it is best to wait it out.
• If your landing page is poor quality, it is not going to convert prospects into paying clients. Both your online advertisement and the landing page need to be professional, clear and directly tied together. If they aren’t, that could cost you a lot of money.
• Another error that a law firm can make is using keywords that don’t match the landing page, or worse – not using keywords at all. Google is very smart and its crawlers analyse the content of your landing pages. If the intent is not right or the keywords are irrelevant, this will negatively affect your Quality Score. On-page SEO is, therefore, essential.
• Data is extremely important when it comes to running campaigns. So, if you don’t track your data or your conversions, you will miss the opportunity to learn about your demographics and what works and what doesn’t. Make sure you track your data correctly and ensure you are up to date with what is happening with your campaigns!
• Another mistake that law firms can avoid is not using negative keywords. In pay per click ‘PPC’ advertising, negative keywords prevent advertisements from showing for certain keyword phrases you don’t want to show for. This can in turn result in better conversion rates as your services are only advertised to people who are looking for them, and reduce your cost per click.
• As previously stated, pay per click ‘PPC’ ads require attention and maintenance. A lack of them will result in unnecessary expenses so you need to monitor your campaigns on a daily basis. Keep an eye on the performance and the searched terms, and adjust your campaigns accordingly.

Doing a bit of maths can help you determine whether an Adword campaign is worth running.

All you need to do is determine the lowest possible case value, and then identify the highest possible case value.

Divide the highest by the lowest and you will get your volatility score.

We find Google and Facebook to be the most effective platforms for law firms but this heavily depends on your individual needs. We will advise you which platforms would generate the most enquiries for your firm at the research stage.

Curious about how much each individual platform charges?

Each one has its own pricing scheme. Some may charge a share of your total spend while others will offer a flat fee and require a minimum threshold.

We will advise you about all the costs involved in PPC when you speak to us.

Believe it or not – other law firms drive it to this level (£20 is considered fairly expensive)!

But why do they do that? Because one good case can pay for all the PPC costs and make a good profit on top. Losing is just a part of the process.

For the above reason, PPC works great when you run multiple campaigns at the same time.

Whatever the work area, PPC works and law firms in the UK pay a good amount of money because it is a proven method of generating high-quality, high-intent leads that convert.

When choosing a PPC advertising partner, it is important to consider factors like reputation, pricing, and communication to ensure that you are working with a partner who can meet your specific needs and goals.