PPC Audit for Law Firms

PPC Audit for Law Firms

What is PPC for law firms?

“Paid Advertising” is the name given to online advertising in all its forms, i.e., Google, Facebook, and banners on websites. PPC for law firms more accurately refers to the payment model, where you only pay when someone clicks on your advert. Combining the right keywords that reflect what your law firm offers while targeting the right audience in the right location can improve your online visibility and generate enquiries.

Do you really need a law firm PPC audit?

Perhaps you’re running a PPC campaign in-house yourself, and want an expert opinion, or you’re currently paying another agency to run the campaign for you, but you have concerns over the results?

It’s essential to run regular audits to ensure you’re not wasting money on irrelevant keywords, off the mark on your ad copy or not making the most of the targeting options available.

What does a law firm PPC audit entail at Conscious?

We will perform a detailed audit of your account, whether it’s running in Google Ads or Bing Ads. You will receive a comprehensive report with a traffic light scoring system, observations of missed opportunities, and recommendations.

Our dedicated law firm PPC experts will look at the following:

  • Your PPC account structure
  • Current budgets and if they’re realistic
  • What keywords are being bid on, whether any match types or negative keywords are being applied and Quality Score
  • Whether Dynamic Search Ads (DSAs) are being used to full effect
  • Ad copy quality and call to actions
  • Whether ad extensions are set up
  • Landing page relevance and quality
  • Which targeting options are being applied, and if they’re set up correctly
  • If remarketing is being used
  • Which methods of conversion tracking are being used, and if they’re set
    up correctly

How much does a law firm PPC audit cost?

Prices start from £490+VAT, but they depend on specific requirements, current ad spending, and the number of office locations.

Who do I contact about a law firm PPC audit?

Call us on 0117 325 0200 or email sales@conscious.co.uk for more information.

What are the benefits of paid advertising for law firms?

Paid advertising gives law firms almost instant visibility on search engines and social media platforms. Unlike Search Engine Optimisation (SEO), a long-term strategy that won’t yield results incautiously, paid ads can immediately put your firm at the top of search results.

With paid advertising you can also create highly targeted campaigns. You can specify demographics, locations, interests, and behaviours, ensuring your ads reach the most relevant audience, such as clients searching for a divorce solicitor or a conveyancing query.

Paid ads drive more traffic to your website by appearing prominently in search results and social media feeds. This increased traffic can lead to higher engagement rates and more potential client enquiries.

In addition, regularly appearing in search results and social media feeds helps build your law firm’s visibility and recognition. Even if users don’t click on your ads immediately, repeated exposure can make your firm more memorable.

Paid advertising platforms provide detailed analytics and reporting tools so your law firm can track the performance of its campaigns in real time, adjusting your law firm’s paid advertising strategy based on data such as click-through rates, conversion rates, and return on investment (ROI). You can also quickly modify a paid ad due to the flexibility of ads.

With paid advertising for law firms, you can set and control your budgets more easily than other digital marketing strategies. You can start with a small investment and scale up based on performance and ROI. Pay-per-click (PPC) models ensure you only pay when someone clicks on your ad.

And don’t forget about remarketing for law firms. Remarketing allows law firms to re-engage users who have previously visited their website but did not convert. Tailored ads can be shown to these users, encouraging them to return and take action.

Should I choose PPC or SEO for my law firm?

In simple terms, we describe SEO for law firms as a long-term strategy for law firms looking to build their brand awareness, create a website with high-quality content that leads them to rank in search engine results pages (SERPs) and generate new enquiries over term. In comparison, we describe paid advertising for law firms as a ‘quick win’ for law firms looking to generate new enquiries in a specific area now. That being said, paid advertising for law firms is becoming more competitive, so quick wins require the right budget and a high-quality website, too.

SEO for law firms can be a less expensive digital marketing solution as you are not paying for people to land on your website. However, you need to have well-written, SEO-optimised content on your website to reap the benefits of SEO for law firms.

We suggest looking at your budget, as it allows you to implement a paid advertising and SEO strategy for your law firm alongside one another. The best marketing campaigns are interlinked, after all.

If your law firm wants to maximise its online presence and attract more clients, paid advertising is an essential strategy. At Conscious Solutions, we have over 20 years of experience helping law firms succeed with paid advertising for lawyers and PPC for law firms. Let our expertise guide you to greater visibility and client acquisition in 2024. Contact us today to discuss how we can tailor a paid advertising campaign to meet your firm's unique needs.