Paid Media

Looking to Quickly Ramp Up Client Volume? Partner with a
Top-Notch Law Firm PPC Management Company to Get Results

Let this renowned law firm digital marketing team do its magic to connect you
with your ideal clients using proven Pay-Per-Click techniques

Clients That We Ignite Growth In:

Case Studies

Organic (SEO) leads over the previous year

PPC leads over the previous year

62.79% increase in organic conversion
rates in the first 6 months.

Paid Media for Law Firms

Getting your law firm in front of your target market requires a lot of moving parts. SEO and social media, for example, are key components. But without a paid media strategy, you’ll fall short of your goals.

Paid media, also known as search engine marketing, helps you connect with the right prospects for your firm with dizzyingly accurate precision.

So, Why Search Engine

You could spend all the time and energy in the world getting folks to find your law firm online. But what good is all that effort if you’re targeting the wrong people? Search engine marketing helps you avoid wasting your time on prospect who don’t matter. By incorporating the latest PPC technology, Cardinal can help you target your advertising by:

– Time of day
– Budget
– Geographic location (also known as geo-targeting)
– Demographics (age, occupation, etc.)
– Location of your ad on the search engine results page
– Websites where your ad occurs
– Negative targeting, allowing you to keep your ads from showing up for audiences that don’t convert

Use Paid Media For:

  • Increasing your firm’s web-based inquiries
  • Moving into a new market or niche
  • Increasing your website traffic
  • Growing awareness of your law firm’s brand
  • Engaging specific target communities
  • Improving your marketing ROI

The paid campaigns we design will show your ads to only the most qualified prospects, saving you money by avoiding fruitless clicks.

It’s all about the ROI, so while a campaign might be effective now, we’re always at the ready to adjust your campaign in minutes to get you the best results.

Paid media is highly flexible, allowing you to adjust on the fly

If you find that your lawyers are overwhelmed with new clients, you can pause your campaign until you feel you need to market aggressively again. You can slow down a campaign or narrow the criteria to reach only a very specific range of clients.

At Cardinal, we hang our hat on getting our clients the best results with their campaigns. Whether you dabble with Google AdWords, Bing Ads or another network, our reputation speaks for itself.

You’re looking for an edge over the competition. We have the formula to get it done.

Paid Media for Law Firms

When it comes to digital marketing, there are many methods you can employ to increase your law firm’s online presence. Sure, you can use search engine optimization (SEO) and social media marketing to achieve your goals but without a paid media strategy, there’s a good chance that you’ll come up short.

If you want the quickest and most effective way to advertise your law firm, it’s hard to go wrong with paid media marketing for law firms or Pay-per-Click (PPC). Although there are numerous ways to reach your prospective clients more than ever, PPC is still the strategy of choice for targeting high-quality clients.

Are you looking to incorporate PPC into your law firm marketing strategy? You’ve come to the right place!

Here at Cardinal, we have an excellent team of PPC experts that have extensive experience in various forms of paid media such as search ads, display ads, programmatic display, and the list goes on. We’ll help you and your firm get the most out of your paid media marketing budget.

Pay Per Click for Lawyers: The Stats Don’t Lie

Many marketers are quite apprehensive about PPC because it’s a paid media advertising model.
The following stats might persuade you that PPC is a worthy investment for your law firm.

In 2019, companies spent $106.5 billion on search advertising on a global scale.

According to Google, for every dollar spent on paid ads, businesses make $2. That’s 100% in profit which is nothing short of impressive.

63% of people said that they have clicked on a PPC ad. In addition, 49% said they clicked on text ads; 31% on shopping ads; and 16% on video ads.

40% of businesses planned to increase their PPC budget for 2020. This means that the PPC space is becoming more competitive than ever. However, this also indicates PPC provides enough positive impact to warrant a budget increase.

63% of buyer-intent keywords are coming from PPC ads. Although organic search is still the main source of traffic, PPC ads get a good portion of clicks when it comes to high buying intent keywords.

46% of the total clicks go to the top 3 positions of the paid listing. With a well-managed PPC campaign, your law firm’s website can be one of the top 3 paid listings.

86% of users from the U.S. use the internet for searching for local businesses that match their needs. Fortunately, PPC works great for local marketing.

According to Google, search ads can boost brand awareness by as much as 80%. This helps with your firm’s brand awareness and creating trust and credibility.

Paid search visitors are 50% more likely to purchase a product or service when compared to organic visitors. Visitors with a higher intent are more likely to convert into a client.

In 2019, Google dominated the search engine industry with a staggering 91.43% market share. Competing search engines like Bing and Baidu are the distant runner-ups. When you’re doing PPC, it’s obvious that your primary focus should be Google.

When looking at PPC and SEO stats, it looks like PPC is more effective when it comes to conversions. Traffic from PPC ads yields 50% more conversions when compared to organic marketing.

About 52% of online shoppers prefer to click on PPC ads found at the top of the Google SERPs. Although many users have an aversion to ads, it seems that they don’t mind paid ads that much when there’s a high buying intent present.

Is PPC for Law Firms Effective?

The answer depends on how you’re planning to use PPC as a marketing tool. True enough, it’s easy to waste money on a PPC campaign especially if you don’t know what you are doing. However, with proper PPC management, your firm will have access to several great benefits. Below are some of the well-known benefits of PPC for marketing.

Target the Right Clients

When you put out an ad in the paper or TV, you’re paying to target the general audience. If you’re lucky, there may be one person who needs legal assistance. PPC is a highly targeted form of advertising that allows you to target an array of client attributes, including search terms.

One of the main reasons why PPC is so effective is because it targets potential customers at the exact moment that they’re looking for a particular product or service. That’s a user with a high buying intent and is at an important stage of the purchase decision cycle.

In this case, when a potential client enters a phrase like “personal injury lawyer in Atlanta” and it’s one of your keywords, he’ll see several relevant paid ads at the top of the results. With the right keywords and optimization strategies, you’re putting your firm in front of potential clients who are looking for legal assistance.

Potential for Quick Results

I believe that the best way to market your law firm is through a well-crafted search engine optimization plan. However, I also understand that the results of search optimization can take many months and it requires a great deal of work.
For quicker results, paid media is the way to go.

PPC can provide your business with fast, almost immediate results. Basically, you only have to perform a few steps to get your campaign going. To get your campaign started, you typically need to set up your PPC account, enter the relevant keywords, set a budget, write down the ad copy, and you’re done. You can now launch the PPC campaign and if things go your way, you can receive a phone call on the same day.

Once your campaign goes live, there’s a chance that your ads will be shown to your potential clients. The ads can be seen either at the top of the search engine results page (SERPs) or at the bottom of the first page. Obviously, ranking on the first page of the search engine isn’t that straightforward and it will depend on a lot of factors.

Control Your Ad Spend

As you might know, the legal industry is one of the most competitive niches out there. Unfortunately, this also means that the average cost per click (CPC) for legal companies can be quite expensive. In fact, the legal industry has the highest average CPC (both search and display networks) among all industries.

However, don’t let that discourage you.

In reality, your PPC budget comes down to how much you are willing to spend. For example in Google Ads, you can set a monthly PPC budget. However, it doesn’t mean that your budget will be spent for the month. Don’t be surprised if you reach your monthly budget limit within the first week.

Fortunately, you will only get charged whenever a user clicks on your ads and visits your law firm’s website. This is regardless of how many times your ad was displayed or viewed by users. With that said, you have complete control of your PPC ad spend and don’t need to spend more than you have to.

Make Adjustments in Real-Time

PPC is a very versatile form of advertising. At first, you’ll find yourself making mistakes and not get the results that you want. That’s perfectly okay, not all PPC campaigns are born perfect. Don’t expect that you’ll get it right on day 1. In reality, you’ll find yourself experimenting and fine-tuning the campaign to find success.

It’s a good thing that you can easily make adjustments to your PPC campaign in real-time. This gives you the ability to make swift changes and perhaps capitalize on early signs of success. You can run new keywords or increase your budget if you wish to scale the campaign.

On the other hand, the ability to make adjustments in real-time is beneficial for responding to a runaway spend. When a group of keywords isn’t doing so well, you can disable or modify them to achieve success.

Focus on Local or Niche Markets

If your local law firm has a good online presence, PPC should be a great supplement to your existing strategies. According to the stats, 72% of users who searched locally are likely to visit a physical store or office within 5 miles of their location.

One of the ways that you can leverage PPC for local marketing is by using Geo-targeting. Instead of using broad or general terms like “medical malpractice lawyer,” geo-targeting makes use of location-specific modifiers to target potential clients within a geographic area. These modifiers can be the city, zip code, region, neighborhood, or state. So you can run geo-targeted keyword like “Jacksonville medical malpractice lawyer.” Ultimately, you’ll spend less money on advertising but still improve your marketing ROI.

Measure Your Success

Just like SEO and social media, PPC is measurable and better yet, trackable. This means you can see exactly how your campaign is doing and spot some key success indicators. These indicators include clicks, impressions, conversions, and the amount of traffic.

Fortunately, there’s no shortage of PPC data tracking tools that will monitor, measure, and analyze your campaign’s progress. Data from these tracking tools are updated in real-time which means that you’ll know which keyword groups are working or under-performing on a daily or even hour-to-hour basis. Therefore, if a user clicks an ad and goes to your website, you’ll know about it. That’s also true if a click leads to a phone call or an email sign-up.

PPC success means staying on top of your campaign. With the right tracking tools, you can interpret the data and make adjustments to your campaign as needed.

Do I Need to Hire a PPC Management Agency?

There’s nothing wrong with managing your PPC campaign in-house. However, the thing with PPC is that it needs to be done absolutely right, especially for a very competitive industry like legal. If you find yourself wanting to improve your campaign but don’t know how to do it or you’re spending your budget too quickly, it’s time to hire a PPC agency.
Here are the reasons why you need to hire a PPC management expert:

Dedicated PPC Manager

Likely, your in-house PPC manager wears many hats and has many responsibilities outside of PPC. All of these other responsibilities take the focus away from the PPC campaign. If you want to do PPC properly, the campaign needs constant attention so you can capitalize on the early successes and quickly mitigate mistakes the minute they rear their ugly heads.

A PPC management agency like Cardinal will assign a marketing specialist to your account. This person is highly-trained in various paid media channels and has extensive experience running successful campaigns for law firms.

Transparency and Accountability

A good PPC management agency knows that to build a strong relationship with clients, transparency is a must. The agency should include you in every step of the PPC campaign, or at least provide you with extensive reports regularly. There are many horror stories where the clients are kept in the dark about the day-to-day and will only receive a quick report by the end of the billing cycle.

As the client, you deserve to know everything, from the strategies employed to how your marketing budget is spent. The best PPC management will make sure of that.

Keyword Research

One of the most important steps to PPC success is keyword research. The wrong keywords will yield very poor returns and can quickly exhaust your budget. There are numerous free keyword research tools that anyone can use but your PPC agency has access to paid keyword suites that would give you a competitive edge. However, PPC experts don’t just stop at using keyword tools, they also analyze the competition and use multiple data points to get the bigger picture, marketing-wise.

Ad Copy That Converts

You can’t talk about PPC management without the mention of ad copy. Everyone can pay through their way to get listed on the front page but if you want to get ahead of the competition, writing optimized ad copies is the key. Every word matters when it comes to a PPC ad copy.

Your PPC specialist understands what makes an ad copy engaging and get a high ad-quality score. A strong, well-written ad copy can evoke emotions and strong reactions from your target clients – this eventually leads to conversions.

Customized PPC Strategies

Hiring a PPC management agency will help your law firm by getting a sophisticated but realistic plan. A good agency will never waste your time with a cookie-cutter strategy. They understand that every law firm’s needs vary. There’s no such thing as a universal strategy that works for all types of businesses.

Your PPC expert will analyze your law firm’s website, current strategies, and your competition. This gives him valuable insights that will help him devise a custom PPC strategy for your firm.

Why Choose Cardinal’s Brand of PPC Management for Law Firms?

Success With the Legal Industry

Cardinal Digital Marketing’s biggest edge over the competition is our track record of success working with law firms and lawyers. We have extensive experience within the legal industry and developed a deep understanding of what works and what doesn’t work.

Analyze the Competition

The legal industry is very competitive, especially so when it comes to digital marketing. However, Cardinal can make the other law firms work for you. We’ll keep an eye on your competitors, evaluate what they are doing, and identify their strengths and weaknesses. With that information, we can develop a smarter approach for your PPC campaign.

Landing Page Optimization

The best keywords and ad copies can only do so much if your landing page isn’t up to par. At Cardinal, we can help you optimize your firm’s landing page for the best chances for conversions. We can do A/B testing to identify which version of your landing page yields the best results.

We Save You Valuable Time

Cardinal Digital Marketing is a full-service PPC management agency. We’re not here to make some bids, write a few ad copies, and disappear. We’ll assign one of our many PPC experts to manage your campaign on a full-time capacity. Also, the expert will not just manage things, he will develop and grow your campaign as well.

Transparent and Detailed Reporting

At Cardinal, we never make lofty promises to our clients. However, you can always expect transparency and accountability from us. We’ll optimize your PPC campaign based on existing data and proven best practices. Then, we’ll send you a detailed report about your campaign’s progress and provide suggestions on how we can take things to a new level.

Handcrafted PPC Campaigns

We’re not going to waste your time and money with template strategies. Cardinal is all about providing personalized digital marketing solutions. This means that every PPC campaign is handcrafted to include the elements that your law firm is most interested in – all while adhering to your budgetary needs.

Case Studies

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