PPC For Law Firms | PPC Advertising For Law Firms

PPC for law firms (Pay Per Click or Google Ads (or Google Adwords as it used to be called)) is one of the best forms of marketing for solicitors in terms of return on investment (ROI). Not only that, it is very easy to measure your ROI from Google Ads Advertising because you can instantly measure how many new instructions you win.

In this short video I explain why Google Ads works so well for solicitors.

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What Is Pay Per Click (PPC) Advertising?

PPC Advertising For Law Firms Pay Per Click From Nick Jervis
Nick Jervis, Law Firm PPC Specialist and Solicitor (non-practising)

Pay per click is the generic term that is a bit like Ronseal paint – it does what it says on the tin.

Quite simply, if someone types into Google that they are looking for, for example, a “conveyancing solicitor in Manchester”, if you are using PPC and your advertisement is presented to them, you pay if they click on it.

The fact that you only pay WHEN someone clicks on your advertisement is one of the reasons that PPC advertising for law firms is such a good way to market your legal services.

It is only if and when someone clicks on your advertisement and lands on your website that you actually part with any of your marketing budget. Before that time, you have paid absolutely nothing. The Yellow Pages never used to offer that kind of service, despite my asking them to do so several times. If they had done so, maybe they wouldn’t have shrunk in size so much, but I digress.

Let’s take a look at an example of how these PPC advertisements look as presented in the most visited search engine, Google:

PPC For Law Firms
An extract from my book, The Law Firm Growth Formula,
showing how PPC advertisements are presented in Google

I have made up the names of the advertisers above as my publisher warned me that there might be copyright issues for showing real advertisements, but they are all based on PPC advertisements.

They all have the word “Ad” at the front of them to show that they are advertisements, so visitors can of course skip past the first four Google Ads advertisements if they choose to do so, but I can assure you from having been running Google Ads advertisements for solicitors since 2004, a lot of people do not.

Let me look in detail at why PPC advertising for law firms is so good at winning new clients and what sort of return on investment you can expect from this very effective marketing method.

“We did have a company working on our Ads and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

Ads is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Ads efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.”

Peter Russell, Solicitor.

Why PPC Advertising For Law Firms is so very effective in terms of winning new clients

I know from speaking with hundreds of solicitors every year that many do not believe pay per click advertising really works. However, as with any marketing activity, the only proof of whether it works is testing it and seeing if it puts more money into your bank account than it takes out. On that point, I look for a starting point of three to one return on investment, but many of my clients reach figures as  high as 30 to 1.

To understand why it works so well, you need to think about what is happening from your prospects point of view.

Let’s call our prospect Mrs Minogue. Mrs Minogue is buying a new house and needs a solicitor. She is new to the area so doesn’t have anyone to ask for a recommendation. The estate agent that she is buying someone has tried to convince her to use one that he recommends but she felt that the agent was too pushy and wondered if perhaps he received a commission for each referral, so she wanted to avoid his recommendation.

Therefore, she did what anyone does in these circumstances when looking for a new provider and headed to Google. She typed in “Conveyancing Solicitor Manchester” and saw results similar to the ones above.

She thought the second advertisement should be avoided because the service looked too cheap, so she clicked on the first advertisement and the third one. She emailed each conveyancing firm and asked for a quotation.

The first firm called her back within the hour and took the time to ask her some questions about her move, the urgency and genuinely seemed keen to help. They provided a price instantly and followed it up with an email. She was very pleasantly surprised to receive a letter from them the next day with more details and lots of positive feedback from satisfied clients.

The third firm on the list simply replied with a price by email. It was cheaper than the first one but they gave her no more details and did not follow up with her again. The firm with the first advertisement received the instruction (because they used my Meaningful Conversation method for converting more clients into instructions than any of their competitors).

This is what is happening every single day with Google Ads.

If you are not yet using Pay Per Click, people like Mrs Minogue are currently being forced to use your competitors to help them with their conveyancing. Is that fair on them?

What sort of ROI should solicitors expect from PPC Advertising?

My starting point is to hit a three to one return on investment as quickly as possible. At this level, if you are spending £500 but generating £1,500 in fees, you are at break even (not taking into account any future instructions from these clients or recommendations from them, which if you do email marketing too will come).

However, many of my clients pass the mark of a ten times return on investment in time. Every service and location are different, but the good thing about pay per click is that you find out very quickly if it is working well for you or not. Within three months you will know, and if you decide to ask me to help you because I never tie my Google Ads management clients to a long term contract, you can quickly stop advertising with Google if it is not working for you.

Spending money on Google Ads to win new clients for your law firm and getting mediocre results?

If you are spending any sort of money on PPC at the moment but only obtaining what you consider to be mediocre results in terms of new client instructions, then I am confident I can show you how to quickly turn things around.

I have taken over dozens of PPC campaigns from other digital marketing agencies and in every case I have made each campaign more profitable and considerably more successful in terms of generating new client instructions for my clients.

Can I do the same for you too?

Simply click the button below to download my brochure now:

Google Ads Management Services For Solicitors – Click Here To Download My Brochure:>>

Alternatively, request my Google Ads Whitepaper

Mt Google Ads Whitepaper for Solicitors shows you the major problems experienced by solicitors when it comes to PPC for Law Firms. More importantly, it also shows you how to fix them.

This is a document I pop in the good old fashioned post to you. Why do I do this?

It is really important. If you are spending money on Google Ads and it isn’t working properly for you, you must fix this, so I want to give you the best chance of this happning, so I treat the matter seriously and send you my Whitepaper in the post.

Click the button below to receive this within the next few days:

Google Ads Whitepaper – More Clients From Your Spend. Click here to receive your free guide:>>

New To PPC For Law Firms?

If you are completely new to PPC for law firms but you realise that it could be a very useful tool in terms of generating new clients for you (which it really can) then I recommend that you download my other guide by clicking the button below. It will give you a lot more information about Google Ads and how you can win a substantial volume of new instructions every month:

Click Here to Download The Complete Guide To PPC For Law Firms:>>

“I knew that one of the key pieces to get right was the website – in this day and age it’s impossible to run a successful firm without one – and with Nick’s advice, help and guidance, we created our own marketing-focused site that has proven to be the backbone of all the sales and marketing that has followed.

But a good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Ads, which quickly became a primary source of leads.

In addition to running the traffic, Nick held our hand through every element of the client attraction process, from how to communicate with leads, to how to close sales, and the impact that had on our business cannot be understated.

And that’s why I will always recommend Nick to anyone who needs help with marketing – particularly legal firms: his breadth of knowledge about everything to do with sales and marketing means that he can (and does) help with every part of the picture, resulting in a stronger business than you could have imagined.

Since we’ve been working with Nick, we’ve grown quickly – back in 2013 it was just myself and my wife, and she was part-time.

Now I’ve got eight staff and two offices, and we’ve never been busier.

And if our lead numbers are anything to go by, it’s only going to get better – 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled last year. I can only look forward to more exciting times, working hand-in-hand with Nick to grow my practice and enjoy the fruits that come with that growth.”

Paul Doran, Solicitor.

More information about PPC for law firms

To discover more about PPC for law firms, choose one of the options below, or if you are ready to talk, my contact details appear below:

Ready To Take Action And See Results Now?

Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.

Or Download The Google Ads Management Service Brochure

Simply click the button below to discover how I can transform or start your Google Ads campaign for you:
Google Ads Management Services For Solicitors – Click Here For Details:>>

Ready To Take Action And See Results Now?

Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.