PPC Advertising for Lawyers: Everything You Need to Know

PPC for lawyers

A lawyer’s job is never done. Even when a case is settled and your client is happy with the outcome, you still have to work hard to find more clients and ensure your law firm is as successful as possible. 

While plenty of people need legal representation, making your law firm stand out can often be challenging. That’s where pay-per-click (PPC) advertising comes in. This form of marketing may be how you put your law firm front and center and reap the rewards. Find out more about PPC below. 

What is Pay-Per-Click (PPC) Advertising?

PPC advertising is ads for your business displayed on search engines like Google. You can hire expert marketing agencies to create the ads with strategic keywords, and these are shown near the top of the page when people search for those very terms. 

You might think advertising your services on popular search engines is a costly form of advertising, but it’s not. It’s called PPC because you only pay once someone clicks on your ad. You have complete control over your budget.    

Why Use PPC for Your Law Firm?

Law firms can advertise in many ways, such as TV ads, newspapers, radio, and even billboards. However, search engines are one of the most powerful tools on the internet. Nearly a third of all global web traffic comes from search engines, which means many people requiring your services are likely to find you in a search engine when you put effort into search engine marketing. 

Law firms can also benefit from PPC advertising to build brand awareness and have complete control over the success of their advertising campaign. Any time you create a PPC ad, you can learn whether it’s working or not through a detailed analysis. 


Even though both PPC and SEO are ways to improve your law firm’s online presence, they are not the same thing. Some people benefit more from PPC than SEO, and vice versa. 

PPC allows you to select keywords, create ads, and pay for each click. In contrast, SEO requires you to develop a content strategy, perform keyword research, and optimize content to attract leads and generate organic growth. 

Is PPC Right for You?

Knowing that not everyone will benefit from PPC advertising, you may be wondering if it might be suitable for your law firm. There are easy ways to find out. 

Firstly, you can determine if your firm can profit from paid ad campaigns. Your specific services can dictate your demographic data to attract a particular type of audience. 

This data can then help work out your conversation rate. You simply need to compare your cost-per-acquisition (CPA) to your average profit figure to see if PPC is a valid option for your business model. 

PPC advertising can be a straightforward way to generate leads for your law firm. You can also pair this advertising technique with others like social media and email marketing and even focus on organic growth. If you want to put your firm in the best possible position for success, now might be the right time to start looking at your digital advertising options.

Photo Credit: Austin Distel