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.
FREE 1:1 STRATEGY SESSION
AD ACCOUNTS
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.
LEADS
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.
LOWER COST
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.
Strategies
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
We’ve been deeply involved with the Local Services Ads (LSA) program since it first launched in the legal industry in 2020, and it’s quickly transforming the way law firms appear in search results. Unlike traditional digital advertising, LSAs operate under a unique set of rules and algorithms. This is why working with a team that truly understands the platform is critical. If you're ready to explore how LSAs can elevate your firm’s visibility and lead generation, we’d love to help you get started. Reach out to learn more about how we can position your firm for success with LSAs.
FREQUENTLY ASKED QUESTIONS
How large of a budget do I need?
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.
How long does it take to start seeing results from my advertising?
Once we have a strategy outlined for your firm, and the account launched, we will typically start to see leads come in fairly quickly. Our goal in month one is to establish a clean baseline by eliminating waste, dialing in targeting, and identifying opportunity gaps. From there, we continually refine bid pacing, ad creatives, and audience strategies to drive quality results over time. Our optimizations will be based on data and it can take up to a few months to accumulate. From there, the account will continue to improve in lead quality and quantity over time.
How is my adspend budget controlled?
At Nifty, we have very strict budget controls to help us pace your monthly spend so we aren’t overspending. This applies to any ad platform you are advertising on!
How do you ensure I'm getting quality leads with my PPC?
Quality over quantity is what it boils down to in legal. We don’t just chase clicks. We don’t want to overwhelm your intake team with poor quality leads. We focus on intent. From keyword development and ad copy to landing page experience and post-click tracking, every layer of our management process is custom tailored to attract the right type of lead. We also integrate advanced call and form tracking tools to help you distinguish which leads are truly qualified, so you’re not wasting time or budget on empty traffic.
How does reporting work?
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.
Do you manage paid campaigns across multiple platforms?
Absolutely! At Nifty, we offer dedicated and cross-platform approaches to ads management. We manage many high-performing campaigns that are dedicated to a single platform like Local Services Ads. We also manage many high-performing campaigns that are deployed across Google Ads, Bing Ads, YouTube, Local Services Ads (LSAs), and more. This cross-platform approach ensures you’re meeting customers where they are, whether that’s searching, browsing, or watching. By unifying data across channels, we’re able to allocate budget dynamically and scale what’s working without wasting a dime.
What makes your PPC strategy different from other agencies?
We take a full, 360-degree approach where we blend automation and human insight to deliver consistent, quality outcomes. While many agencies rely heavily on automated bidding or broad targeting, we pair those things with an abundance of strategic oversight. At Nifty, it’s the people that makes the biggest difference. Every campaign is assigned a seasoned specialist who understand not just how Google Ads works, but how your industry and law firm work. Our reporting is customized, our optimizations are precise, and our communication is always transparent. Have your ads ran the Nifty Way, so you can feel the Nifty difference.
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