5 Things I’ve Learned Managing PPC for Lawyers
1. It’s expensive, so efficiency is key.
Clicks cost A LOT. Therefore, you need a good ad budget ($1,500+/month) to get started. The legal industry is likely the most expensive in PPC advertising. This is why it’s critical to have a campaign that is extremely efficient. You need to have every element in your PPC campaign funnel to be just right in order to squeeze everything you can out of your budget. If your campaign isn’t efficient you won’t be using PPC advertising very long.
2. Get clicks on the right searches. Have a flawless search terms report.
PPC is not about cheap clicks. Cheap clicks typically don’t convert and they won’t bring good quality leads. Why do you think the clicks are cheap? Because, nobody is bidding on or getting legal leads from them. The people making those searches simply don’t need your services right now. You will pay more for high-intent searches because naturally advertisers are willing to bid more for them. The search terms report is a report that shows you what kind of searches you are paying for. It is critical to have one that is full of 90+% high-intent searches to generate leads and PPC success.
3. Landing pages can make or break a campaign.
Paying $1,000+ for a new landing page design is absolutely worth it. If your website does not perform on mobile, sending any amount or quality of traffic won’t make it convert traffic into phone calls. The majority of internet leads come from mobile phones these days and it’s critical to have a fast-loading site that is easy to navigate. If your site is slow and you do not want to pay for a complete website overhaul, I offer minisite and landing page designed for PPC traffic for $1,000+.
4. Bid high for the actionable searches that will convert
After you have a few months of data you will know which searches and keywords are generating your leads. If you know something converts at 20%, bid high for first position. You want to get all of that traffic. Don’t be afraid to increase bids on those keywords by $5 or $20 dollars, depending on the practice area and relative CPC.
5. Don’t be afraid to increase your budget when you see strong ROI.
This goes back to number 4. If you are getting leads and cases at a profitable rate, go bigger. Don’t overwhelm yourself with leads, but when PPC starts working it’s fairly easy to scale. If you’re making money spending $1k/month, don’t be afraid to experiment by spending $1,500-$2,000 next month. You can always pull back, but you’ll be surprised how quickly you can grow your monthly revenue by gradually scaling an already ROI-positive PPC campaign.