How Much Do Google Ads Cost for Lawyers?

“PPC” stands for “pay-per-click” so the overall spend of a campaign ultimately depends on the number of times the users click on your ads. As mentioned, you can pause campaigns and restart them according to your preferred budget.

The art and science of managing paid ad costs involves many factors:

• Competition: Other law firms will also be bidding for ad space online
• Keyword choice: More competitive keyword terms that rank well are more expensive; we aim for the sweet spot of keywords with high monthly search volume and low competition.
• Fine-tuning: Managing an ad campaign requires knowledge of the ins and outs of how to adjust bid amounts, ad language, and other factors to maximize your return on
  investment
• Conversion rate optimization: This involves changing details of the landing page, such as where the phone number appears or what the form says, in order to encourage prospects to contact your firm
• Split testing: Split tests allow you to create different ad tests and change a few elements to see which ones perform better
• Timing: As mentioned, the earlier you get in on a particular legal issue or case, the less competition there will be, and ads will be cheaper

We’ve seen firsthand that the longer you wait to engage your specific audience, the more expensive the campaign will be; on top of that, leads may be exhausted toward the end as more and more people sign up with other firms.

As such, we highly recommend that you reach out to us as soon as possible if you’re considering running a paid ad campaign. At Obu, we have years of experience crafting, adjusting, and optimizing paid media campaigns for lawyers and law firms. We leverage our experience and take out the guesswork so you can focus on lawyering

What Other Paid Ad Campaigns Are Available?

There are many other options for paid ad campaigns besides Google ads. Each of these has their advantages and can reach potential clients in different ways and through different channels. Other paid ad campaign options include:

• Display Ads: These are ads that appear on the article, video, or website that a potential client is browsing, rather than in the Google search results. These can be more tailored and specific, since they are appearing in a place the reader is already browsing.
• Social Media Ads: These are ads that are shown on channels like Facebook, Instagram, YouTube, and other social media platforms. They can often be hyper-specific in terms of demographics. You can also “boost” a social post (pay money to have it shown more frequently).
• Remarketing or Retargeting Ads: These show ads to people who have visited a website or signed up using a form. The benefit of retargeting is that it can reach people who are already showing interest in a particular issue or legal service.
• Gmail Sponsored Promotions (GSP): These are unique ads that are shown in your prospect’s Gmail inbox. This has several benefits, such as increased trust, since most people trust the content in their emails more than on random websites.
• Bing Ads: Bing is another search engine similar to Google. However, Bing focuses largely on voice search (it is the platform Siri runs on), so it can help you reach audiences who are performing their searches through voice search.

Paid ad campaigns work best when used in tandem with all your law firm’s digital assets. For instance, for maximum results, you may want to run a Google AdWords campaign in tandem with a social media ad campaign made with branded designs.

At the same time you launch your campaign, you could benefit from creating a blog post on the same topic as your ads. That way, when the potential client visits your website, they will see that you have authoritative content on the subject matter. Our team at Obu Interactive can advise you on the best channels to place your ads, depending on the type of case involved.