Law Firm
PPC Advertising

Google Advertising For Lawyers
Be Found First In Search Above Your Competitors

law firm PPC Advertising
Generate New Cases, Faster!

Law firms come to Array Digital when they are committed to minimizing wasted advertising dollars and improving the ROIs they generate with paid search advertising, in order to generate new cases faster.

With so many people depending on Google search results to find legal help, law firms need to have their Google ads found at the top of the page but at an effective cost. Navigating that fine line between ad rank and cost is not simple. Many law firms incur huge waste from overpaying for clicks and delivering ads to weak or low-intent searchers.

Array Digital helps attorneys and law firms that are serious about aggressive growth with bold marketing.

Google Pay Per Click For Law Firms
It’s Simple, It Works, & It Generates Business!

Immediate Business Results

There is no faster way to generate business than Google advertising or Google PPC. There’s no waiting for a search engine algorithm to scan your site and slowly move it up in Google’s rankings.

Top Position In The Search Results

Paid search dominates above-the-fold content. Users will always see the paid search ads first, even if they scroll past them. 67% of users with commercial intent will click paid ads. 

Searchers Are Ready To Become Clients

Google ads get in front of customers at the very moment they are primed and ready to make a decision when they click paid search advertising.

Bigger & Improved Ads Compared To Search Results Previews

You have far more granular control and more space for delivering your marketing messages. Calls, locations, sitelinks, pricing, and bullet points (callouts) are some of the options for creating ads that dominate the page.

Brand Visibility

Running paid search advertisements gets you seen by the right people. Even if they back off and conduct a brand search before clicking to your site, that visibility will pay dividends to your marketing.

Sniper-Like Targeting

Search ads provide a laser-targeted way to get in front of potential customers. Ads can be targeted by search keywords, time of day, day of the week, geography, language, device, and audiences based on previous visits. You can eliminate searches that you don’t want to be found with negative keywords such as “pro bono lawyers.” Organic traffic, by comparison, is far more scattershot.

Quantifiable Results

PPC allows you to track every aspect of your campaign (form submissions, phone calls, downloads, website visitors) to determine the true value the campaign is delivering. You can even record the calls and tie Google Ads into a CRM to track the exact ROI.

Determining Success

Well-managed campaigns can return huge dividends on your investment. On the other hand, mismanaged campaigns become expensive fast with little to no return. Clicks for legal can cost $150 to $300 per click.

We feel that campaigns that are managed by the average agency are wasteful. That money could have been invested in tactics that produced revenue.

Every legal campaign by Array Digital is held to the highest build and optimization standards executed by a team of seasoned legal PPC experts.


Law Firm PPC Advertising Key Metrics For Success

Click-Through Rate

This is the percentage of people who see your ad and click on it. The higher the percentage, the better for your campaign. The higher the percentage, the more compelling the ad copy. Google doesn’t make any money unless your ad gets clicked on, so they give a lot of benefits (like lower click pricing) to law firms that write compelling ads.

Conversion Rate

All the clicks in the world are worthless (and cost-prohibitive) if you don’t generate qualified leads as a result. Focusing on conversions is the only way to maximize the ROI from your campaign. 

Cost Per Acquisition

This is how much you need to spend to generate a client. Without question, cost per acquisition is the most important metric for every law firm using PPC to get legal clients.

What Makes Us The Best PPC Agency for Lawyers

We are a metrics-driven digital marketing agency for lawyers that relies on data and facts to make decisions, not hunches. We have managed millions of dollars worth of PPC spend for law firms specifically and as a result, we have a fundamental understanding of what works for lawyers and what doesn’t.

Despite that knowledge, we are always testing our assumptions to ensure that the best ideas always win.

Keyword Research

We use industry-leading tools to learn more about your customers and competitors. Our conversion-driven digital marketing team has a unique advantage being solely focused on law firms and lawyers. 

Competitor Research

Who are they? What are they spending? How many clicks a month? What keywords do they bid on? What are their most effective ads? What days and times are they competing for users? And more.

Business Research

We dive deep into your business, competitors, customers, and online presence to develop a keyword plan that overcomes obstacles, identifies opportunities, crushes the competitors, and generates results. This, combined with the expert insights from our team, allows us to develop a kick-butt digital marketing strategy!


Measurement, KPIs & Conversion Reporting

We work with you to ensure you identify and reach your goals. The effectiveness of your campaign is measured against those goals.

Whether your KPI or conversion point is a click, purchase, a form submission, a lead form, or a download, we track it, report on it, and optimize the campaign to maximize for it. 

We know when advertising works and make sure that you know too!

Campaign Setup & Execution

We use sophisticated research tools, our team’s knowledge, and market insights to develop a Search Advertising Build that will perform best for your business.

We analyze the historical data on keywords and ads. We consider your product/service, history, industry, competition, terms that convert, and landing pages. Then, we develop a build focused on achieving your goals.

Keywords

We deliver more than just a list of words! We determine exactly which terms and phrases your customers are searching for that will convert.

Ad Groups

Your campaign is divided into specific very tight ad groups, allowing for the best possible optimization between different practice areas, or geographies targeted by the campaign. 

Text Ad Development

Next, we take those keywords and build you the best search ads possible. We write the best copy to catch your customer’s eye, and use industry best practices and features including sitelinks, call extensions, callouts, featured snippets, and more.

Negative Keywords

Using predictive search terms software and “pre-built” common negative keyword lists, we prevent your ads from being triggered by irrelevant search queries before launch and incorporate that into the build, improving the effectiveness of your campaign and cost-efficiency.

Landing Pages

Better landing pages result in, higher conversion rates and better quality scores, adding up to lower costs in search advertising and more conversions.

We develop optimized custom landing pages (for support and hosting clients) based on best practices. We make the best use out of every dollar spent and send users to pages that convert them into business for you.

Clients that are not on our support and hosting agreement are provided with valuable insight into the structure and content of their landing pages to ensure the best possible conversion rates.

Bid Planning

We will use the bidding strategy best aligned with the identified KPIs of the campaign, whether that be Cost per Click (CPC), Enhanced Cost per Click, Manual Bidding, Maximize Conversions, Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA). Once the bidding strategy is determined we know how to balance a cost-effective strategy with the need to rank in search.

Lawyer PPC Campaign Setup & Execution

We use sophisticated research tools, our team’s knowledge, and market insights to develop a Search Advertising Build that will perform best for your business.

We analyze the historical data on keywords and ads. We consider your product/service, history, industry, competition, terms that convert, and landing pages. Then, we develop a build focused on achieving your goals.

Keywords

We deliver more than just a list of words! We determine exactly which terms and phrases your customers are searching for that will convert.

Ad Groups

Your campaign is divided into specific very tight ad groups, allowing for the best possible optimization between different practice areas, or geographies targeted by the campaign. 

Text Ad Development

Next, we take those keywords and build you the best search ads possible. We write the best copy to catch your customer’s eye, and use industry best practices and features including sitelinks, call extensions, callouts, featured snippets, and more.

Negative Keywords

Using predictive search terms software and “pre-built” common negative keyword lists, we prevent your ads from being triggered by irrelevant search queries before launch and incorporate that into the build, improving the effectiveness of your campaign and cost-efficiency.

Landing Pages

Better landing pages result in higher conversion rates and better quality scores, adding up to lower costs in search advertising and more conversions.

We develop optimized custom landing pages (for support and hosting clients) based on best practices. We make the best use out of every dollar spent and send users to pages that convert them into business for you.

Clients who are not on our support and hosting agreement are provided with valuable insight into the structure and content of their landing pages to ensure the best possible conversion rates.

Bid Planning

We will use the bidding strategy best aligned with the identified KPIs of the campaign, whether that be Cost per Click (CPC), Enhanced Cost per Click, Manual Bidding, Maximize Conversions, Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA). Once the bidding strategy is determined, we know how to balance a cost-effective strategy with the need to rank in search.

Campaign Management
And Ongoing Optimization

Managing these campaigns takes a lot of time and energy, something most business owners, marketers, and agencies don’t invest in. We’re here to help. Google Ad campaigns require constant adjustments. We are continuously optimizing your campaigns for the conversions you want and reporting back to you. We invest in the resources necessary to guarantee the outcomes you hired us for.

Our Google search expert management and optimization services include, but are not limited to:

  • Search terms review

  • Spend analysis

  • Removing underperforming ads/keywords

  • Testing new ads/keywords

  • Add negative keywords

  • Landing page optimization recommendations

  • Keyword & ad group analysis

  • Landing page development

  • Quality score improvement

  • Ad group splitting

  • Manual bid adjustments (when applicable)

  • Bid strategies

  • Demo, device optimization

  • Conversion rate optimization

Landing Page Optimization

Search advertising is a hugely effective way to market law firms. The advertising click-through landing pages that balance relevance to the advertising with pleasing design aesthetics, easy navigation, speed, and informative content perform best. We provide users who asked a question in search with an answer that is relevant and compels them to take action.

The landing page user experience is a component of the quality scores for keywords in search advertising campaigns. The better the quality score, the more often your ad is shown, the higher it ranks in the search results, and the lower the cost per click. Good website page designs make your ads perform better. Our team of website designers specializes in high converting lawyer landing pages. 

  • High Landing Page Experience Quality Scores

  • Relevant, Informative, and Trustworthy Content

  • Easily Navigated, Fast, Mobile-Optimized Pages

  • Designed to Convert

Google Local Service Ads For Law Firms

Array Digital helps attorneys and law firms that are serious about aggressive growth with bold marketing by guaranteeing they show up at the very top in search results. Get credibility with Google’s Screened Badge of Trust and pay for leads, not clicks with Google Local Service Ads. 

What Are Google Local Service Ads?

Google rolled out a new advertising product that recently appeared in markets around the United States for law firms. These ads appear at the very top of the search results and will impact any law firm that uses Google to market their services.

The very first ads you see in these images are called LSA or Google Local Service Ads. They appear as the very first results in Google searches for specific businesses.

They are different because rather than paying for the click as in a Google Search ad, you pay for the actual lead which is a phone call, text message, or email.

Setting up Google Local Service Ads for Lawyers

  • Get Signed Up

  • Get Certified

  • Get the Badge

  • Start Getting Leads

Why Are Google Screened Ads So Important for Law Firms and Lawyers?

  • The majority of your potential clients will choose a law firm using Google.

  • They are at the very top of Google results for your service.

  • The Google Guarantee builds trust.

  • You connect with customers when they need you.

  • You only pay for qualified leads for your service.

Contact Us

Array Digital is a premier digital marketing services provider to the legal industry. We work with law firms across the United States to deliver fully integrated digital marketing campaigns that generate new clients. We are a 100% digital-focused marketing company for law firms with proven expertise and a strategy that minimizes waste, delivers high ROIs, and generates new cases faster. We realize how competitive the legal industry is and we want success for our clients.

We offer everything you need…

…to establish a strong online presence, drive quality traffic to your site, establish your law firm as the expert in your industry, and get you new clients. Our services include Website Design, SEO, PPC Advertising, and Social Media Marketing for law firms. Our law firm marketing experts partner with you to develop a documented digital marketing strategy that will detail your goals, the target audience, and how we will engage on your law firm’s behalf while addressing your individual business needs and industry standards.

Our philosophy…

…is to provide complete transparency by staying in constant contact with our clients about the performance of their online business. We will report on measurable results. We work tirelessly to produce measurable results and that’s what we will report on. We track every move and work to consistently improve those results as we strengthen our partnership. We provide simple plans that have no hidden costs and no surprises at the end of the month.

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Website Design, Search Engine Optimization (SEO), Online Advertising, Social Media & Digital Marketing.

© 2021 Array Digital LLC

Website Design, Online Advertising, SEO, Social Media & Digital Marketing.
© 2021 Array Digital LLC