Pay-Per-Click (PPC) Marketing For Law Firms: An Introduction

In an increasingly competitive digital environment, law firms of all sizes are racing to position themselves as the premier choice for clients. Although long-term brand development can be achieved through judicious Search Engine Optimisation (SEO) and Social Media activity, Pay Per Click (PPC) marketing is essential for successful lead generation.

In brief, PPC offers law firms a chance to place themselves in the first result of a search engine ranking. When customers are searching for specific legal services, your law firm will be the first direction they are pointed towards. This gives you a much greater chance of persuading them to choose your firm over other competitors. What’s more, PPC advertising is effective because it only charges you based on whether the user clicks or not. Resultantly, your law firm does not end up out of pocket. 

Boss Digital are experienced at working with law firms of all sizes to help them manage their PPC campaigns to increase enquiries and maximise their business revenue.

Key Considerations for Pay-Per-Click (PPC) Marketing Campaigns

Although law firms might be tempted to dive straight in, the most successful PPC strategies are usually well-planned and considered. Below are some of the main factors you’ll need to take into account.


Legal companies have a bad habit of getting caught up in jargon. Although complex technicalities and detailed nuances might be a lawyer’s bread-and-butter, they are unlikely to generate high levels of search engine enquiries. PPC advertising is most effective when you can hone in on a key list of terms that you’d like your law firm to appear for, and also when you are able to step into the mind of clients and think ‘what words would someone in this position be searching for?’

Boss Digital can work with you to identifying the most appropriate exact, phrase and broad keyword matches for your law firm. We can discuss the benefits and cons of going for national vs. local keywords, help you identify negative keywords that you don’t want your law firm to rank for and forecast what results you can typically expect with your keyword choices.

featured_videoAdvert Format

Law firms fall into the pitfall of thinking adverts need to be ‘boring’. In reality, the most effective advertising for law firms entices your clients and encourages them to actively be interested in your offering. You can choose between search, display, video, shopping or app network campaigns as standard. Most law firms tend to alternate between search and display campaigns, but video content works extremely well if it is short and punchy.

Some law firms may also benefit from choosing to use responsive adverts. This allows the search engine to evaluate your different headlines, copy and descriptions and create adverts autonomously based on what they think is the best fit. 

Alternatively, you can choose to use dynamic advert targeting to allow search engines to select the most relevant website content and audience and automatically promote it to this group. Law firms should be careful when relying on dynamic content, however, as it can quickly become very costly and lead to little results. 

Boss Digital are experienced in supporting law firms to select the right type of advert for their aims, and/or implementing a diverse advertising strategy that takes advantage of all types of advert.

articleBody Copy

One pitfall law firms often suffer from in PPC marketing is poor copy. Either adverts don’t capture the reader’s interest enough, or don’t convey your law firm’s message and expertise strong enough to encourage a click. People focus on unique selling points, brand credibility and how closely your advert resonates with what they are looking for. A strong headline, clear message and compelling CTA, using keywords or synonyms relevant to your law firm will help maximise your quality score. 

Boss Digital will produce quality copy that meets your brand standard to maximise the levels of engagement and clicks on your adverts.

webLanding Pages

Appearing top of the rankings is only half the battle with PPC marketing. It’s great getting a lot of people clicking on your law firm’s website, but if they aren’t making enquiries, you aren’t making money! PPC landing pages are often less detail-oriented than traditional landing pages. They have a clear focus to encourage the user to make an enquiry, sign up to an email list or contact your law firm for more information.

Good PPC pages tend to use space effectively, with visuals and imagery complementing short bursts of text. Bullet points, bold text and a clear call to action help to keep a user’s focus, whilst steering them towards the end-goal. 

Boss Digital are able to implement PPC pages for your law firm and modify existing pages to ensure they are as geared as possible to generating the maximum number of results and conversions for your business.

trending_upCampaign Performance

Like all your marketing efforts, PPC for law firms should be geared towards one thing only: tangible results. All PPC campaigns should give law firms plenty to think about, with your click-through rate, impressions to clicks ratio and cost per click, as well as engagement rate, cost per engagement and ROI. 

Boss Digital are able to help law firms analyse their PPC campaigns as well as suggesting and implementing actionable changes to improve performance and ROI.

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Other Marketing Services For Law Firms

In addition to PPC, Boss Digital are well positioned to support all law firms with all facets of their digital marketing and content strategy. Other areas of expertise include:

“For the cost of one internal marketing manager we’re able to have an entire team of content and digital experts, and without any of the overheads. Our results across social media, SEO, PPC and email have been transformed. It’s the beat money we spend each month.”

– Rick Miles, Head of Recruitment for Ark Teacher Training.

Case Studies

Find out how Boss Digital have already worked with a number of B2B organisations to improve their PPC performance and maximise their opportunities in the market.

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The Benefits of PPC For Law Firms

A powerful PPC marketing strategy is essential for your law firm as it can bring a range of benefits to your organisation, including:

Although SEO strategies are important, a strong PPC campaign places your law firm directly in front of your prospective clients, and more importantly above your competitors. This instant access to market is not available via any other platform.

Do you really know how and why you get conversions on your website? Law firms are always trying to scope the finer details and a strong PPC strategy can help you with this. What’s more, it gives you granular information about your ROI, taking into consideration factors such as the value of clients, cost of advertising and the percentage of clients you convert.

Even if you don’t instantly get a conversion, being top of a search engine results page is highly prized, especially for competitive legal terms. Your clients will remember your name and when it comes to them requiring services, your brand will be at the forefront of their mind.

For broad PPC campaigns, keywords can throw up surprising enquiries and conversions that can lead to new business for your law firm. Although primarily PPC for law firms focuses around your core offering, you might be surprised which terms your law firm can appear for!

Ultimately, all marketing activity for law firms is about maximising your revenue and profits and PPC is great for this. Better campaigns will have high CTRs and low click costs, and combined with high conversion rates, you’ll find that your return on investment is significantly higher than the money you put in.

Additional PPC Considerations

Although it’s best for law firms to work with a digital agency for managing their PPC campaigns, it’s worth also considering these 3 key final points.

paidYour Budget

A strong PPC strategy will be supported by an appropriate budget. Whatever the size of your law firm, you should be prepared to invest a substantial amount of time and money into setting up and testing your campaign. You can always run pilot campaigns or A/B tests to try out ideas to discover what works best for your budget.

groupsYour Audience

Although search engines don’t offer you as detailed targeting options as social media advertising, you should still take advantage of the different audience opportunities available. If you have run a campaign before, you can look at remarketing opportunities for your law firm too.


A PPC campaign is not a ‘one-size-fits-all’ approach and especially not for law firms with different focuses and specialisations. Whilst ensuring you know what competitors are doing is important when assessing PPC for law firms, you should also be continuously scrutinising and reviewing your own campaigns to gauge cost effectiveness. Refining campaigns is as important as creating new campaigns!

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Download our ultimate guide to marketing in law and check out these other key pieces of information for law firms to consider when marketing themselves.

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