Getting Started with Pay-Per-Click Advertising
In an increasingly competitive legal market, pay-per-click (PPC) advertising has become one of the most effective ways for law firms to attract high-intent clients. A well-structured PPC campaign can help your firm generate quality leads and achieve a strong return on investment (ROI).
At First4Lawyers, we have run high-performance PPC campaigns for over 15 years, helping law firms attract pre-qualified clients at the right time and place. In this article, we’ll break down how PPC works, why it’s essential for law firms, and the key strategies to ensure your campaign delivers results.
1. What is PPC Advertising for Law Firms?
PPC advertising is a digital marketing strategy where companies pay for each click on their online ads. These ads appear at the top of search engine results pages (SERPs), marked as "Sponsored".
For example, when a potential client searches for “personal injury solicitor near me”, law firms running Google Ads can appear above organic search results, increasing visibility and click-through rates.
Why PPC Works for Law Firms
✔ Immediate visibility – Unlike SEO, which takes time to build, PPC delivers instant traffic
✔ Targeted advertising – Ads appear only to people actively searching for legal services
✔ Cost control – You set a budget and only pay when someone clicks your ad
✔ Competitive advantage – Helps smaller firms compete with larger legal brands
✔ High conversion potential – Attracts clients ready to take action
If done correctly, PPC can be one of the most effective client acquisition channels for law firms.
2. Setting Up a Successful PPC Campaign
A well-planned PPC strategy ensures your budget is spent effectively and delivers a strong ROI. Here’s how to set up your campaign for success:
Choosing the Right Keywords
The foundation of any PPC campaign is choosing the right keywords. The goal is to target search terms that potential clients are using to find legal services.
Types of PPC Keywords for Law Firms
- High-intent keywords – These indicate users are ready to act (e.g., “hire a personal injury lawyer”)
- Geo-targeted keywords – Include location-based searches (e.g., “conveyancing solicitor in Manchester”)
- Long-tail keywords – More specific searches with lower competition (e.g., “how to claim for medical negligence in the UK”)
- Negative keywords – Terms you want to exclude (e.g., “free legal advice” to avoid unqualified leads)
Tip: Use tools like Google Keyword Planner to find high-performing legal search terms.
Writing Compelling Ad Copy
Your ad copy should be clear, compelling, and action-driven. A strong ad includes:
- A compelling headline – “No Win, No Fee Personal Injury Solicitors”
- Relevant keywords – Include location and service (e.g., “Expert Conveyancing Lawyers in London”)
- Trust signals – Highlight experience, awards, or client reviews
- A clear CTA (Call-to-Action) – “Get a Free Consultation Today”
Geo-Targeting for Maximum Efficiency
Law firms often serve specific regions, so PPC campaigns must target the right locations. Use geo-targeting in Google Ads to:
- Focus on specific cities, towns, or postcodes
- Exclude irrelevant areas to avoid wasted spend
- Adjust bids based on high-converting locations
Example: A law firm in Manchester wouldn’t want to pay for clicks from users searching in London.
First4Lawyers use national television campaigns to reach consumers, learn more by clicking here.
Optimising Landing Pages
Once someone clicks your ad, they should be directed to a high-converting landing page. A great legal PPC landing page should:
- Match the ad’s messaging (Consistency builds trust)
- Clearly explain the legal service and its benefits
- Include strong client testimonials or case studies
- Feature a prominent contact form or phone number
- Load quickly and be mobile-friendly
A poorly optimised landing page can result in high bounce rates and wasted ad spend.
Budgeting and Bidding Strategy
PPC costs vary depending on competition. Some legal keywords (like "personal injury lawyer") are among the most expensive in the UK, with cost-per-click (CPC) ranging from £20-£100.
To maximise your budget, consider:
- Manual vs. automated bidding – Start with manual bids to control costs, then test automation
- Adjusting bids by device – Increase bids for mobile users if they convert better
- Dayparting – Show ads only during peak hours (e.g., weekdays 9 AM - 7 PM)
Tip: Regularly monitor your cost-per-acquisition (CPA) to ensure profitable ad spend.
Improving client acquisition with First4Lawyers
3. Advanced PPC Strategies for Law Firms
Once your campaign is running, these advanced tactics can further improve performance and reduce costs.
Remarketing to Lost Leads
Not all potential clients convert on their first visit. Remarketing ads target users who have previously visited your site, increasing the chances of bringing them back.
Example: Someone visits your conveyancing page but doesn’t enquire. A remarketing ad could show them a display ad saying: “Still looking for a conveyancing solicitor? Get a Free Quote Today!”
Using Call Extensions Within Ads for Immediate Leads
Many legal clients prefer to call rather than fill out forms. Call assets let you add phone numbers to your ads, which can significantly increase click-through rates. When your call assets show, people can tap or click a button to call your firm directly.
A/B Testing Ad Variations
Constantly test different:
- Headlines and descriptions
- Calls-to-action
- Landing page designs
Even small changes can lead to higher conversions and lower costs over time.
Leveraging AI and Smart Bidding
Google Ads’ Smart Bidding uses AI to automatically adjust bids based on:
- User behaviour
- Device and location
- Time of day
This optimises conversions while reducing wasted spend.
4. How First4Lawyers Can Help with Legal PPC
PPC can be highly competitive and expensive in the legal industry. Rather than building your own campaigns from scratch, consider joining our marketing collective. With our dedicated performance team, we generate hundreds of leads every week. Leads are then assessed with our world-class, friendly claims team and delivered directly to your firm. With our pay-per-lead model, you’re able to access the leads you want, without the risk associated with experimental marketing campaigns.
With over 15 years of experience, we know how to run cost-effective PPC campaigns that generate real results.
Comments