Does your law firm struggle to stand out in a crowded legal market online?
With so many law firms online, it can be difficult to make your mark and get noticed before your potential clients click on a competitor’s ad.
The good news is that you’re in the right place to reach potential clients and generate more leads than ever before.
With our help, we’ll make sure your potential clients click on your ads, wherever they are online. Continue reading to learn more about the top five methods of lead generation for attorneys through digital advertising.
The top five methods of lead generation for attorneys through paid advertising
In today’s digital world, your prospective clients turn to the internet first when searching for legal services. This makes paid advertising an essential tool for attorneys looking to generate new client leads.
Don’t be too quick to solely focus on just Google Ads—it’s essential to diversify your paid advertising efforts across multiple platforms.
By using a combination of Google Ads, Bing Ads, Facebook Ads, targeted display ads, and retargeting ads, you’ll reach a broader audience and increase your chances of generating leads and growing your practice.
1. Google Ads for attorneys
Google Ads is the dominant player and the most popular pay-per-click (PPC) advertising platform, which allows attorneys to bid on specific keywords, such as “medical malpractice truck accident” to place their ads at the top of Google’s search results page.
Keep in mind Google Ads Manager can also be used to setting up video ads on YouTube and across millions of websites across the Google Display Network, which is a series of websites that hosts ads in sidebars and mixed into content.
The three most common Google ads that attorneys use to reach their target audience include the following.
Google Text-based ads
Text-based ads are the most common type of Google Ads and appear at the top of search results pages.
These ads are useful for driving traffic to a specific page on your website (landing page) and generating leads through carefully placed contact forms and calls to action (CTAs).
Text-based ads are triggered based on the keywords you’re audience is searching for. When your ad is displayed and clicked on, you’ll be charged the amount you bid on that keyword.
Google Display ads
Display ads are banner ads and graphic ads that are placed on the sidebars, and top navigational menu, and mixed through content across websites in the Google Display Network.
Unlike text-based ads, which are triggered by search terms, Display Ads use targeting options to show ads to users who may be interested in your services based on their browsing behavior and interests.
Targeting options for display ads can include:
- Keywords related to your specific practice areas, such as “malpractice”, or “personal injury”
- Placements on specific websites or web pages that are relevant to your target audience, such as news websites, legal blogs and forums, business and finance websites, and lifestyle websites
- Topics, which will determine what websites or web pages the ads will appear on
- Interests based on user’s interests and behaviors, determined by their browsing history and other factors
- Demographics based on users’ age, gender, and other demographic information
Video ads on YouTube
Video ads can be played before, during, or after videos on YouTube, either in skippable or non-skippable forms, such as 15-second ads or 5-second skippable ads.
For video ads on YouTube, advertisers are typically only charged when somebody clicks on an ad or watched it for a certain amount of time, usually at least 30 seconds. If somebody sees the ad and doesn’t watch, the advertiser is not charged.
Targeting for YouTube is similar to display ads in that it’s focused more on combining keywords, user interests, and demographics all into one to automatically find the most relevant videos to display your video ad in.
2. Bing Ads for attorneys
Bing Ads is the ad platform used by Microsoft’s search engine Bing, as well as Yahoo! And AOL.
Advertising on Bing is worth it for attorneys looking to target potential clients who may be missed by Google Ads. Despite it receiving less market share than Google, Bing Ads, now known as Microsoft Ads, have lower competition and lower cost-per-click (CPC) than Google Ads.
In many ways, Bing Ads can do what Google Ads does. Microsoft (Bing) Ads include:
- Text-based search ads
- Shopping ads
- Dynamic search ads
- Audience Ads
- And more
With the implementation of new AI tools, Microsoft’s Bing search engine is expected to receive a surge in traffic, making it a more worthwhile platform for advertising.
3. Facebook Ads for lawyers
Facebook is a great platform for attorneys to advertise because of its large user base, detailed targeting options, wide range of formats, increased use of engagement, and cost-effectiveness.
Usually, Facebook Ads are more cost-effective than other platforms because of their lower competition and lower cost-per-click.
Facebook Ads allow attorneys to target potential clients based on a wider range of demographics, interests, and behaviors. This allows attorneys to reach people who are interested in legal help but who are not actively searching on Google or other search engines.
4. Targeted Display Advertising for lawyers
As previously mentioned, many ad platforms, including Google, Facebook, Twitter, LinkedIn, and more, feature their own targeted display advertising.
The key difference between targeted display ads is their ability to automatically place your ads on the most relevant websites where your future clients are.
Targeted display ads, such as the Google Display Network, Facebook Audience Network, and LinkedIn, have their own targeted display options that can help you reach people based on demographics, job titles, company sizes, and more.
5. Retargeting ads for law firms
Imagine your client went to your website and left before filling out their contact info. With retargeting ads, you can show display ads for your law firm across millions of websites and only show those ads to people who previously visited your website!
Retargeting ads, also known as remarketing ads, are highly effective at getting your visitors’ attention due to brand recall and past familiarity.
However, retargeting ads come with potential legal and ethical considerations. Depending on your jurisdiction, retargeting ads may be subject to privacy regulations and consumer potential laws.
To ensure your retargeting ads are compliant and effective, you should consider hiring an expert team that can ensure your retargeting ads comply with all relevant privacy and consumer protection regulations.
Hire Denver PPC for paid advertising management for attorneys
If you’re an attorney or law firm looking to generate leads through digital advertising, Denver PPC can help.
Check out our case study on Donnelly Law Firm**, a personal injury and liability attorney located in Memphis.
With our help, the Donnelly Law Firm was able to significantly improve its online conversion rates and reduce the cost per lead, generating more business for its firm.
At Denver PPC, we combine a decade’s worth of experience setting up and maintaining paid media campaigns across a variety of industries, including law firms and legal marketing.
Our account managers will help you find potential clients through Google Ads, Bing Ads, Facebook Ads, and more, to achieve your goals.
If you’re a marketing agency with law firm clients, we can offer white-label PPC management services to help you outsource this work to our team.
Have an existing Google or Facebook Ads account? Contact us to get your free 10-point inspection today! Contact us at 866-593-8769 or email us at firstname.lastname@example.org.
Photo by EKATERINA BOLOVTSOVA