Running a Google Ads campaign — or a pay-per-click campaign — for your law firm is one of the fastest ways to bring quality leads to your law firm.
If it’s done right, that is.
That’s why Neon Ambition handles every detail of your PPC campaign, with experts who are dedicated to connecting your practice with more potential clients.
As you’re likely aware, PPC for lawyers and law firm-related keywords can be some of the costliest keywords on Google depending on your area of law. Whether you’re the marketing manager at a law firm or a partner, we make sure you get a good return on your investment while generating more leads and more calls from high-quality prospects than if you try to run them yourself.
At Neon Ambition, we recommend asking the following questions about any legal PPC management agency you’re working with or considering working with:
At Neon Ambition we feel one of the best ways to show our expertise is by auditing your current campaign to tell you how we could improve it and set realistic expectations for your ROI. We look at where your PPC campaign is, where you want to be, and look for ways we would improve your campaigns. By understanding these factors, we can help build a realistic picture of what you can achieve with us managing your PPC accounts and what it will take to get there.
If you aren’t running Google Ads yet, we can do research on how people are searching for a firm like yours and help you understand what type of budget will be necessary to succeed.
Often we speak with firms who want to know how low we can get their CPA or cost per acquisition/lead. We instead like to flip our clients mindsets to focus on cost per case. Would you rather pay $100 per lead and have one out of ten leads convert into a client or pay $250 per lead but have one out of three leads turn into a client?
For instance, the keyword “18 wheeler accident attorney” is a better term than “car accident law”. The second term is more informative and doesn’t indicate that the person is actually looking for a lawyer.
Once PPC drives clients to your law firm, your website needs to be ready to convert that visitor into a lead using strong calls-to-action. Your landing page should inspire trust, with testimonials and details about your practice areas that demonstrate your expertise. It also needs to provide an easy way for prospective clients to contact you. If leads call your law firm, they should speak to a live person. An answering service can help you capture every call.
Ad copy should be engaging and informative, and should clearly communicate the benefits of the law firm’s services. Poor ad copy can result in lower click-through rates and poor conversion rates.
Keeping costs down requires some creativity. Anytime you add “lawyer” or “attorney” to a keyword you can expect your CPC to increase. “Car Accident Not My Fault” can lead you to the same “car accident attorney” searcher for a tenth of the cost.
80% of the accounts we audit start with conversion bidding, or simply stick to manual cpc bidding. By instead starting with a “Maximize Clicks” bidding strategy on Google Ads it allows you to generate traffic to your website and gather data on how users interact with your ads. This data can then be used to optimize your campaign and identify which keywords and ad placements are driving the most clicks and conversions. Once you have enough data, you can switch to a conversion based bidding strategy to optimize for actual conversions rather than just clicks, which can lead to better ROI and overall campaign performance. Knowing when to make this switch is key.
Negative keywords are keywords that should be excluded from ad targeting because they are irrelevant or likely to result in poor performance. Failure to properly use negative keywords can result in wasted ad spend and poor performance.
Pay-per-click campaigns can be effective in driving leads fast, but the legal space is so competitive that often PPC alone is not enough.Combining this tactic with other legal marketing strategies like SEO is where you really see big differences as people will often make multiple searches when they’re trying to find the best firm. If they see your firm at the top in Google search ads as well as below in the Map Pack and/or organic results, it only reinforces that you are someone they should be speaking with. We call this the Golden Trifecta of search!
As a Google Partner and two-time Google All-Star Partner, Neon Ambition has access to Google Ads Beta programs and is one of a handful of agencies in America that can give our clients a competitive edge through access to Google Ads Alpha programs, allowing them to try out new features and campaign types before the general public has access.
Another advantage we have over even an experienced in-house PPC manager is the volume of accounts we have managed over the past nine years. Across many different practice areas and with millions of dollars of annual spend, we have access to a tremendous amount of data on what works and what doesn’t for law firms.
Neon Ambition only employs the best. Our Head of Paid Search & Paid Social at Neon Ambition is Rocco Baldassarre. He is a Digital Marketing Teacher at Duke University and a three-time Google Partners All-Star winner. He has won over 25 awards for the results of his lead-gen campaigns and is the only recipient of the Microsoft MVP for Marketing and Advertising. Simply put, Rocco is among the top paid search marketers in the field right now. We know that’s an audacious statement, but we’re ready to back it up.
When someone needs an attorney with your specific experience, Neon Ambition can help them find your law practice in a few ways:
When someone needs an attorney with your specific experience, Neon Ambition can help them find your law practice in a few ways:
You’re probably familiar with Google Maps’ functionality for finding your way around town, but when it comes to advertising, local business listings are critically important.
When you use the Google Maps extension within Google Ads, it can increase your paid ad impressions of the listing itself. When potential clients search for a law firm in their local area, Google Maps often appear as one of the top results, along with other local directories like Yelp.
By optimizing a Google Map listing, a law firm can ensure that its name, address, business hours, and phone number are accurate and up-to-date, making it easy for potential clients to find and contact them. A firm can also add photos, descriptions, and other relevant information to their listing, such as their areas of practice and client reviews.
In addition, Google Maps offers a feature called “Google My Business,” which allows law firms to create and manage their online presence across Google. This can help a law firm to stand out from competitors and increase its visibility in local search results.
Google Local Service Ads, also called LSAs, is a pay-per-lead advertising platform developed by Google that allows businesses to advertise their services directly to potential customers in their local area. LSAs appear at the very top of Google search results and on Google Maps, making them a highly visible and effective way for businesses to reach new customers.
You’re probably familiar with Google Maps’ functionality for finding your way around town, but when it comes to advertising, local business listings are critically important.
When you use the Google Maps extension within Google Ads, it can increase your paid ad impressions of the listing itself. When potential clients search for a law firm in their local area, Google Maps often appear as one of the top results, along with other local directories like Yelp.
By optimizing a Google Map listing, a law firm can ensure that its name, address, business hours, and phone number are accurate and up-to-date, making it easy for potential clients to find and contact them. A firm can also add photos, descriptions, and other relevant information to their listing, such as their areas of practice and client reviews.
In addition, Google Maps offers a feature called “Google My Business,” which allows law firms to create and manage their online presence across Google. This can help a law firm to stand out from competitors and increase its visibility in local search results.
Google Display Ads allows businesses to create and display graphic-based ads on a vast network of websites, apps, and videos. Unlike text ads used in Google search ads, display ads can be highly visual and can appear in a range of formats, including banners, videos, and interactive ads.
Retargeting Ads, also known as Remarketing Ads, allow businesses to target ads to people who have previously visited their website or interacted with their brand in some way. When someone visits a law firm's website, a cookie is placed on their browser, which allows the law firm to show them relevant ads on other websites they visit after the potential client leaves their site.
Mobile Ads are designed to be displayed on mobile devices such as smartphones and tablets. These ads can appear in mobile apps, on mobile websites, or in mobile search results and are specifically designed to be viewed on smaller screens.
If you’ve noticed competing law firms using Google ads and PPC to grow their firms successfully, it’s not too late for you to make your mark, too. Neon Ambition can help you capitalize on these benefits of PPC:
Google Ads support can be a helpful resource, it is not always enough to fully optimize a law firm's PPC campaign.
Trying to go it alone can pull you away from billable hours, and you likely won’t get the results you’re looking for.
By working with an agency, you can create campaigns that are tailored to your law firm’s specific goals and target audience, resulting in better performance and higher conversion rates. An agency can also help you manage your budget and maximize your ROI.
Here’s something else to keep in mind —PPC campaigns require ongoing monitoring and optimization to ensure that they are performing at their best. An agency can continuously monitor and optimize your campaign and make data-driven decisions that improve performance, freeing up your time.
At the end of the day, there are tools and technologies agencies have access to that can provide additional insights into campaign performance, or they can automate tasks to help you get ahead of the pack. Google Ads support simply can’t provide these same benefits, the way an agency can.
We’re going to be straight with you: Most lawyers get burned on their PPC campaigns. When most law firms call Neon Ambition, they’ve worked with an agency or two — or five — and haven’t gotten the results they want.
We’re here to change that.
Neon Ambition is the last legal PPC agency you’ll need. Our team has the experience and training, and we know what drives results.
Just like how every case you take on is different, no two PPC campaigns are alike. That’s why we want everyone who wants to work with us to speak to our founder, Jordan Slover. Instead of speaking with a sales representative with a quota, you will be speaking with someone who worked for Google, leading the Google Analytics Partner program for 17 countries, and used that experience to build our agency from the ground up.
Give us thirty minutes of your time and we can show you how we can make PPC work for your law firm — even if you’ve struggled to make it work before.
We’ll get back to you within 24 hours.
