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Should I dedicate a substantial budget to our law firm’s PPC campaigns?


The realm of digital marketing for lawyers, is vast and varied. While organic marketing campaigns and strategies like SEO have their undeniable advantages, pay-per-click (PPC) advertising offers a fast-track route offering immediate visibility to attract clients.

But does that mean law firm’s presence online should be controlled through a significant chunk of their legal marketing budget going to PPC campaigns?

Benefits of PPC for law firm's marketing

PPC, as the name suggests, is a digital marketing strategy which operates on a model where you pay each time someone clicks on your ad. When executed well, it can catapult the website traffic for your law firm to the top of search results, offering a level of prominence that organic digital marketing channels often take time to achieve.

Targeted advertising

With PPC, a law firm can tailor their ads to target specific demographics, locations, or even devices. This precision ensures that your ads reach the most relevant audience. Through local SEO, both the location and practice area can be targeted.

For example, a firm specialising in maritime law, could conduct keyword research to target ads to coastal regions, ensuring they’re reaching a target audience who are most likely to require their legal services, leading to new business and satisfied clients.

Immediate results

Unlike organic SEO, social media marketing strategies, or traditional marketing, which can take months to show tangible results to prospective clients, PPC offers almost instantaneous visibility to a new potential client, and an increase in website visitors. If you are a new service and you’re looking to make an immediate impact, a PPC campaign would be a good marketing strategy to help you quickly gain traction in the market.

Flexibility in budgeting

PPC campaigns can be scaled up or down based on the budget and desired outcomes. A law firm can set daily or monthly spending limits, ensuring they are always in control of their expenditure. 

A PPC campaign does not typically require daily input the way in which social media posts do, which will allow most law firms to utilise these Google Ads more.

Your own law practice or law firm marketing goals may involve choosing to ramp up your PPC spending during a significant case or event to capitalise on heightened public interest, ensuring your shown to legal clients on the relevant search engine results pages. 

This can make PPC marketing for lawyers more appealing as it will enhance your online reputation with past clients, existing clients and of course lead to more traffic on your law firm’s website.

Measurable outcomes

One of PPC’s primary advantages is its transparency. Every click, impression, and conversion can be tracked, allowing firms to assess return on investment (ROI) and adjust digital marketing strategies almost in real-time.

Through marketing technology, you can analyse which keywords are generating the most client enquiries, allowing your law firm to refine its ad strategy to emphasise those particular areas.

Small businesses and PPC campaigns in 2023

Organic SEO vs PPC – which to use for your law firm digital marketing?

While PPC’s benefits are compelling, it’s essential to strike a balance. Sole reliance on PPC can lead to an overextended budget, especially in competitive sectors. Organic strategies, like SEO and content marketing, offer sustained long-term results, often at a fraction of the cost of other internet types of marketing.

Moreover, while PPC brings immediate visibility online marketing efforts, it doesn’t necessarily guarantee engagement or client conversion. It’s a marketing tool only, and like all tools, its effectiveness lies in its strategic application.

Deciding on the allocation of a substantial budget to PPC requires careful consideration. It’s undoubtedly powerful, offering each law firm targeted, immediate visibility. For sustainable success, it’s wise to diversify digital marketing efforts and approaches, ensuring a blend of both organic and paid strategies. In the dynamic world of digital marketing, flexibility, adaptability, and a keen eye on ROI remain the cornerstones of success.

Expert PPC strategies and digital marketing for law firms

At MLT Digital, our goal as a marketing agency is to help law firms like yours succeed in online marketing and to reach potential clients by using multiple marketing channels and strategies. We specialise in PPC online advertising for lawyers and law firms.

If you’re interested in finding out more about PPC services for lawyers or looking to improve Return on Ad Spend (ROAS) for an existing campaign, get in touch with our specialist marketing team today by calling 0333 344 2722, or completing the online enquiry form.

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