Enhancing Lead Quality in Pay-Per-Click Advertising: 7 Effective Tips

As a law firm, there are several ways to drive traffic to your site to attract prospective clients. One such method is pay-per-click advertising. Pay-per-click (PPC) is an effective digital marketing option for lawyers.

When done right, it can help you attract the right clients for your firm. But when done wrong, it will cost you money and leave you wondering if PPC works for lawyers. This is why working with a digital marketing firm is crucial to increasing your chances of getting the desired result.

This article shares tips on generating more qualified leads using pay-per-click advertising. If you need help creating a pay-per-click campaign on search engines, contact us at EverConvert.

What Is Pay-per-Click Advertising?

Pay-per-click advertising is a digital advertisement where the ad owner pays the publisher every time someone clicks on the advert. For instance, if you are using Google Ads for your PPC campaign, Google gets paid every time someone clicks on the ad.

Search engines and social networks mostly use this advertisement method. So you can also use it on Bing, Facebook, Twitter, Instagram, LinkedIn, etc. Finally, PPC thrives on keywords, so you must apply keywords that relate to your practice area in the ad. This would help you get a high number of clicks.

How to Generate More Qualified Leads Using Pay-per-Click Advertising

As mentioned, there are different platforms where you can use pay-per-click advertising. However, for this article, we will focus on Google Ads. Below are seven ways to generate more qualified leads using pay-per-click.

Specify the Goals of Your PPC Ad Campaign 

When creating a firm, you know what you want to achieve and the type of clients you want. The same is required for your pay-per-click ads. First, you must have the objective of what you want to achieve; this could be getting new leads or more phone calls asking about your services.

Alternatively, you might only be interested in growing your email list for your monthly newsletter. Therefore, in each situation, you will target different types of people. For phone calls, the aim is to get people to call and request your services.

For the email list, your target might be people who want general information but are not ready to hire you yet. Once you have established your PPC goals, use targeted keywords to ensure the ad gets seen by the right audience. We will discuss this next.

Research Targeted Keywords

At the center of every successful pay-per-click campaign are keywords. You have to use targeted keywords gotten from popular searches. This type of keyword makes your ad appear at the top of Google searches.

For instance, a targeted keyword could be ‘Greenville criminal defense lawyer,’ if that’s what most people in that location input into the Google search engine. Therefore, don’t just use any keyword; ensure the one you pick relates to your practice area.

Also, you can research informational keywords. That is, words people type in when they need a particular piece of information. While informational keywords are not used by people looking to hire an attorney, they might find cause to do so after visiting your website to get the details they need.

Use Manual Bidding to Control Cost

Law firms shy away from pay-per-click advertising because it can get expensive. For instance, using competitive keywords means paying more for Google to run your ad. This is because several firms in your practice area already use the same keyword, so the high costs reduce the number of people going for it.

So, how do you cut costs and still achieve your aim? First, choose manual bidding over automated bidding. With the latter, Google decides the amount you’ll pay for ads based on what your competitors are paying. So, the higher you spend, the more chances you have of getting clicks.

However, manual bidding lets you control how much you’ll pay. You can set the maximum price you are willing to pay for the ads. But to get more clicks, you have to increase your ad rank and quality score.

Choose the Targeted Location

Most law firms have offices in different cities within a state, while some cover different states. Therefore, when embarking on a PPC campaign, you cannot create one ad for all the areas your serve. Instead, you must control the location by choosing where the ad will appear.

If your ad covers Greensville, South Carolina, someone in Greenville, Texas, or North Carolina will not see it. Choosing a particular location improves the quality of your leads by giving you only those within your locale. Aside from cities, you can also target areas using postal and zip codes.

Write Compelling and Attractive Ad Copies 

Even if you do all that we’ve discussed, you will not achieve your aim if you don’t write a compelling and attractive ad copy. This is because it is what people will see to get them to click on the link.

So if the copy appears relevant to them, they’ll click on the link to see what’s on the other side. But if it is not, they’ll skip your ad and move to the next one. Therefore ensure your ad copy has the following:

  • Headings: Use H1 for your main keyword and H2 for relevant information like areas you serve, promotions, etc. Then use H3 for the call to action, using words like ‘schedule a free consultation,’ ‘contact us,’ etc.
  • Description: Write a meta description, adding your keyword, a slogan, and other info relevant to your firm.
  • Final URL: Add a link relevant to the ad. It could be your landing or about us page.

Google gives an instant evaluation of ad copies, so you can use the feedback to make corrections before posting the ad.

Use Ad Extensions 

Google Ad extensions let you add additional information about your firm to the PPC ad. As a result, you can include phone numbers, benefits, website links, email addresses, and practice areas. As a result, ad extensions make your PPC ads more significant than that of competitors and provide more information to your prospects, thereby generating more quality leads.

Make a List of Negative Keywords 

Finally, identify and eliminate negative keywords. Negative keywords are irrelevant to your firm, so you don’t want your ad to appear when people search those words. Therefore, when creating the ad, let Google know the search terms you don’t want your ad to get displayed for.

Let EverConvert Handle Your Pay-per-Click Advertising

At EverConvert, we handle all types of digital marketing campaigns. We will help you generate more quality leads and turn those leads into paying clients. Contact us today to learn more about our digital marketing services.


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