Search Ads (PPC) for Law Firms

Generating more leads at the moment your prospects are looking for legal services.

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If You Build It Then… You Might Still Need Some Advertising

Utilizing Pay-Per-Click Advertising, commonly known as PPC or SEM, can help your firm generate additional leads, and compete for visibility to your customers on the websites they use most. We’ve worked with attorneys around the country to create successful advertising campaigns with a strong ROI, in a variety of practice areas. We’re pretty great at what we do – take a gander.

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Focusing on Results that Matter

Results from our marketing efforts vary from one market to another, from one practice area to another, and from one law firm to another.
We’ve done amazing things for lawyers all across the United States and Canada in all types of practice areas.

The Cookie Cutter Belongs In The Kitchen, Not Your Advertising Accounts

Your practice area and geographic location are unique. While digital advertising does have some “absolutes” in terms of best practices, we also recognize that every client needs a customized strategy to fit their business.

With this particular client we overhauled their existing account with our own proven set of best practices. We then communicated very closely with the client, and let the data accumulate. Once we had a firm understanding of this market, further optimizations were made and the outcome in lead volume (aka “conversions”) and cost/lead has been fantastic.

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Leads: Quality + Quantity

Leads and clients are the lifeblood of your law firm. We get it. However, we also know that quality leads which become cases are far superior to hundreds of unqualified leads.

We work closely with our client’s to identify what qualifies as a ‘lead’, then carefully execute a strategy to identify the best quality leads before scaling the advertising account. Typically our primary tracking focuses on phone calls, contact form fills, and chat submissions.

More Leads At A Lower Cost

Along with our focus on lead quality we also work diligently to reduce the cost per lead, and resulting ROI for each client. Our approach to accomplish this is multi-faceted and we’ll communicate with you to set goals and expectations for your specific market.

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What Does the Strategy Look Like?

Pay only for viable leads, and receive refund credits on unqualified calls. This new advertising channel by Google is a completely separate platform from PPC/Google Ads. At Nifty, we were one of the first to adopt Local Services Ads (LSAs) for our clients, and the results have been phenomenal. Because Google vets each advertiser before they join the platform and earn the 'Google Screened badge', firms using this channel are immediately viewed as more trustworthy.

Here’s a look at some of the advertising channels and strategies we have employed for other attorneys:

Search Ads

Advertise to your customers at the very moment they are ready to take action. When they perform a search in Google or Bing, make sure your website appears at the top of the page. Ads are only shown for keywords relevant to your business, and can be customized to target a user based on location, device, and more.

Social Media Ads

Your customers are actively using Facebook, Instagram, and Linkedin - but are they finding you there? Organic reach is extremely limited on these platforms making ads necessary to ensure visibility. We’ll work with you to create the perfect combination of demographic, interest, and behavior targeting to zero in on your ideal client profile. With Facebook’s 1.47 Billion active daily users you can’t afford to ignore this advertising channel.

Remarketing

Show ads to your website visitors after they leave, regardless of how they originally arrived at your website. Remarketing is a great way for law firms to nudge “warm leads” into contacting you after showing interest. With advanced segmenting options, ads can be crafted to each unique client behavior on your website, and removed from targeting when desired goals are completed.

Display Ads

Present image ads to your customers when they are visiting websites relevant to your practice area. Display ads are like billboards of the internet, the difference is they are infinitely more targeted and trackable. We work closely with our clients to match ad creatives are on point with the desired branding and messaging.

Youtube Ads

It’s no question that video content is a key asset in today’s marketing climate. Creating quality content is the first hurdle in this equation. Publishing that video content on YouTube and promoting it to targeted, relevant viewers can have a strong impact on your firm’s brand awareness.

Landing Page Creation

When customer’s click an advertisement, they expect to see a web page that is highly relevant to their interests and needs. Our most successful clients utilize pages that are unique to each customer and cater to their progress in the buying process. A potential client in the ‘research’ phase needs a different landing page than one who just did a Google Search for “personal injury attorney near me”

Local Services Ads

Pay only for viable leads, and receive refund credits on unqualified calls. This new advertising channel by Google is a completely separate platform from PPC/Google Ads. At Nifty, we were one of the first to adopt Local Services Ads (LSAs) for our clients, and the results have been phenomenal. Because Google vets each advertiser before they join the platform and earn the 'Google Screened badge', firms using this channel are immediately viewed as more trustworthy.

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FREQUENTLY ASKED QUESTIONS

Every practice area and geographic market is different in terms of competition and cost per click. It can also vary greatly depending on the advertising channels you wish to employ for your law firm. However, we are always happy to put some data together and do some market research for your particular specialty and location.

The great thing about advertising is that it’s very agile. Once we have a strategy outlined for your firm, and the account launched we will typically start to see leads come in relatively quickly. However, like any good advertising, our optimizations will be based on data – which can take time to accumulate, so the account will continue to improve in lead volume and cost per lead over time.

All of the advertising channels that we utilize have very strict budget controls to ensure that you will not overspend in a given month.

You will hear from our advertising team at least monthly to get a performance report where you’ll be able to see the results of our efforts. Some of our client’s also like to have additional phone calls scheduled for a detailed walk through of performance and to strategize. Just let us know what level of communication you would like and we can work with you.

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I highly recommend the folks at Nifty Marketing. Having been through many different "SEO firms over the last decade, it is refreshing to deal with a group that is both responsive and does what they say they're going to do. Additionally, they lay out an action plan that spells out the work that they accomplish each month... I unqualifiedly recommend their services to anyone that wants quality SEO work.

Greg Baumgartner