What is PPC for Lawyers?
Pay-per-click (PPC) refers to online advertising where you pay each time a potential client clicks on your ad. No clicks means no charge—you only pay when someone takes action.
While many platforms offer PPC advertising, Google Ads is the dominant choice for law firms. With over 93% of all online searches happening on Google, it's where your potential clients are looking for legal help.
When you run a lawyer PPC campaign, you place ads that target specific search terms. The goal is to capture potential clients at the exact moment they're searching for legal help—and direct them to your website or phone.
The Bottom Line
PPC for lawyers is about finding the right potential clients at the right time—just when they're actively looking for an attorney like you.
Why Should Attorneys Do a Google Ads Campaign?
On Google, PPC ads appear at the very top of search results—above the local 3-pack and organic results. This prime placement puts your firm in front of potential clients before they see your competitors.
PPC ads appear at the top of Google search results, above local and organic listings
Capture Intent at the Right Moment
Most people only search for a lawyer when they need one. Google Ads puts you in front of them at that critical moment.
First Impression Advantage
Your brand appears at the very top of results, capturing attention before potential clients even scroll.
Pay Only for Clicks
Impressions are free—you only pay when someone actually clicks through to visit your website or call your office.
Measurable Results
Track every click, call, and conversion. Know exactly what your cost-per-case is and optimize accordingly.
Using PPC to Appear Multiple Times in SERPs
A PPC campaign gives you the opportunity to appear on Google's first page multiple times. This repetition gives you a significant advantage over competitors.
Google's first page consists of several components, and with the right strategy, you can appear in up to four different sections:
Sponsored Ads (PPC)
Pay-per-click ads at the very top of results, marked as "Sponsored"
Local Service Ads
Google-screened ads that appear for local service searches
Local Pack (Maps)
The map section showing local businesses based on user location
Organic Results
Unpaid listings based on SEO and content relevance
How Much Does PPC for Law Firms Cost?
The cost of your law firm's PPC campaign depends on several factors including practice area, location, specific keywords, and your Quality Score.
Legal keywords are among the most expensive in all of online advertising. The keyword "lawyer" alone can average more than $50 per click. Here's what you can expect to pay for common legal keywords:
| Keyword | Avg. Cost Per Click | Competition |
|---|---|---|
| personal injury lawyer | $150-250 | Very High |
| car accident attorney | $120-200 | Very High |
| divorce lawyer | $80-150 | High |
| criminal defense attorney | $70-140 | High |
| DUI lawyer | $60-120 | High |
| immigration attorney | $40-90 | Medium |
| estate planning lawyer | $30-70 | Medium |
| bankruptcy attorney | $50-100 | Medium |
Pro Tip: These costs vary significantly by location. Major metropolitan areas like NYC, LA, and Chicago typically see CPCs 2-3x higher than smaller markets.
How to Make the Most of Your PPC Budget
Smart strategies to reduce costs, maximize ROI, and ensure your ads reach the right people at the right time.
Use Phrase-Match Keywords
Tailor your campaign focus and limit clicks from people who aren't genuinely looking for a lawyer.
Schedule Strategically
Run your ads when your target audience is most active—typically during business hours and early evenings.
Geo-Target Precisely
Limit your ad's reach to specific geographic areas where you actually practice and can serve clients.
Define Your Audience
Filter by demographics like age, income level, or marital status to reach your ideal client profile.
Add Negative Keywords
Exclude irrelevant search terms that waste your budget on clicks that won't convert to cases.
Optimize Landing Pages
Send users to dedicated landing pages that align perfectly with the ad they clicked.
How to Start a PPC Campaign for Your Law Firm
Ready to launch your Google Ads campaign? Follow this step-by-step guide to get your ads running and optimized.
Create Campaign & Choose Goal
Sign into Google Ads, create a new campaign, and select your objective. For law firms, 'Leads' or 'Sales' are typically the best choices—these focus on getting potential clients to reach out for help.
Key Tips:
- Choose 'Leads' for consultation requests
- Select 'Sales' for immediate case inquiries
- Name your campaign descriptively (e.g., 'PI - Car Accidents - Cincinnati')
Select Campaign Type
Choose 'Search' to have your ads appear on Google search results pages when users enter relevant keywords. This puts you in front of people actively looking for legal help.
Key Tips:
- Opt out of Display Network to maximize budget
- Focus on Search Network for intent-based traffic
- Add your website URL and phone number for call extensions
Set Geographic Targeting
Define where you want your ads to show. You can target specific cities, set a radius around your office, or target entire regions. Only show ads to people in areas you actually serve.
Key Tips:
- Set a 25-50 mile radius around your office
- Exclude areas where you don't practice
- Target 'People in or regularly in your targeted locations'
Configure Ad Schedule
Google Ads runs 24/7 by default, but you can schedule ads to run during specific hours. Analyze when potential clients are most active and focus your budget on those times.
Key Tips:
- Peak hours: 8am-6pm weekdays
- Consider extended hours on Tuesdays and Thursdays
- Test weekend morning hours for certain practice areas
Define Your Audience
Tell Google who you want to target within your geographic area. Filter by demographics, interests, and behaviors to reach your ideal client profile.
Key Tips:
- Use remarketing to re-engage website visitors
- Target by household income for high-value cases
- Consider life events (recently divorced, new homeowner)
Set Budget & Bidding
Decide how much you want to spend per day. Google multiplies your daily budget by days in the month for your total spend. Some days may exceed your daily budget while others spend less.
Key Tips:
- Start with $50-100/day and scale based on results
- Use 'Maximize Conversions' bidding initially
- Monitor cost-per-lead and adjust accordingly
PPC by Practice Area
Each practice area has unique PPC considerations. Here's what to expect for the most common legal specialties.
Personal Injury PPC
Avg. CPC: $150-250
The most competitive legal PPC category with CPCs ranging from $150-300+. Focus on specific injury types and local targeting to maximize ROI.
Family Law PPC
Avg. CPC: $80-150
Divorce and custody keywords are highly competitive. Target life events and emotional triggers to connect with clients at the right moment.
Criminal Defense PPC
Avg. CPC: $70-140
Urgency-driven practice area where clients search immediately after arrest. 24/7 ad scheduling and call extensions are critical.
Immigration Law PPC
Avg. CPC: $40-90
Multi-language campaigns and community-specific targeting help reach diverse immigrant populations effectively.
Landing Page Optimization
Your landing page is where conversions happen. A well-optimized landing page can dramatically improve your cost-per-case and overall ROI.
Match Message to Ad
Your landing page headline should directly reflect the ad that brought the visitor. If they clicked on "Car Accident Lawyer Cincinnati," the landing page should prominently feature those exact words.
Clear Call to Action
Make it obvious what you want visitors to do. Include a prominent phone number, contact form, or "Free Consultation" button above the fold.
Build Trust Quickly
Include testimonials, case results, attorney credentials, and trust badges. Visitors need to feel confident in your firm within seconds.
Mobile-First Design
Most legal searches happen on mobile devices. Ensure your landing page loads fast, displays properly, and has easy-to-tap call buttons.
Related Resources
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