4 Lawyer SEO Tips For Paid Ads

Paid ads are a great way to boost traffic to your law firm website. It allows you to reach more people for a specific time (or for as long as you’re willing to pay to keep the ads up).

That said, paid ads pose more risks compared to website optimization. For one, it requires you to have a budget for it. Additionally, the boost is temporary if you don’t have other lead generation strategies to support and process the incoming traffic you’re getting from the ads.

So, before you decide on dropping a portion of your law firm’s digital marketing budget, here are a few things you need to consider:

1. Do Some Research First

Results vary depending on the platform and the type of ad you’ll be posting. For example, PPC Google Ads appear on your chosen keyword SERPs, so you must consider search volumes, competition, and relevance when selecting your keywords.

Another example is posting ads on social media. Again, some platforms might work, but some won’t. Depending on the user base and the algorithm, one platform might be more beneficial than others. Not to mention, you’ll have to decide how long you want the ads up for.

In other words, selecting the type of ad, the platform, and how much you should spend should be planned ahead. You don’t want to invest some of your marketing budgets into something when there could be other more viable options for your law firm.

2. Determine Your Target Audience

These days, ads aren’t just blasted to random individuals and hoping someone responds. Google ads and other services have now developed systems to show relevant ads based on the user viewing them. For example, ads could be shown depending on a user’s demographic and browsing history, enabling the advertiser to reach better leads.

Determining your target audience helps you decide on what, where, and how you’re going to post ads and market your law firm. Most ad services will also give you options on who to show your ads to, giving your more opportunities to personalize your paid ads.

The same advice can be used when determining which keywords to put your Google ad. You want to show up not only in high-volume keywords but in relevant keywords where most of your target audience will come to. After all, you want people who might be interested in the law or legal services.

3. Optimize Your Landing Pages

Getting people to click on your ads is the first step to lead generation. It’s one thing for people to look on your law firm website, but it’s another for them to convert. The goal is to make sure people aren’t just taking one look at your website—you’ll want them to stick around.

Remember, you don’t just want a temporary spike in traffic. You’ll want to sustain some of it to some degree. Even if some of your site visitors don’t become clients right away, you still want them to at least read your blog, click your ‘About Me’ page, send inquiries via email, or subscribe to an ongoing legal newsletter. So, while you’re working on a great ad, make sure your landing pages are just as enticing.

Not to mention, having people stick around will benefit your Law Firm Marketing efforts more than a sudden increase in traffic. So, make sure your warm leads stay warm.

4. Audit Your Paid Ads

After running an ad, you want to audit your Lawyer SEO and marketing performance. Doing so can help you determine the ROI from your efforts.

This will also inform your next digital marketing move. For example, was the ROI enough to run an ad again? Is there something that you need to change? Do you have to change platforms?

Remember, paid ads don’t exist in a vacuum. Just because you pulled out some money to pay for one doesn’t mean you’ll reap the same benefits every time. Hence, you’re advised to plan your strategy before implementing them.

If you ever plan to do a second run of ads, you need to take what you learned about previous campaigns and consider them in your next strategy. You’ll want to replicate successes and avoid past mistakes.