Are you a law firm aiming to improve your online visibility to get more clients?
Or are you struggling because your law firm is receiving only a handful of leads, even after investing heavily in your Ad campaign?
If you are seeking to get more clients, running an Ad campaign could genuinely benefit your law firm.
And I completely understand if you are uncertain and thinking, “What if I do not get any leads, or perhaps just a few, even after spending a significant amount on an Ad campaign?”
But here is something important to know – if your Google Ads are set up just right, with a clear goal in mind and carefully planned, investing money into PPC advertising could help you.
And this brings me to the main question- “How much does a successful Ad campaign for a law firm actually cost?”
The cost of your Ad campaign is majorly affected by the following factors:
Cost-Per-Click (CPC)
Each keyword comes with its own Cost Per Click (CPC) value as you can see in the table below. The CPC of a keyword depends on how many times it has been searched and how much competition it faces.
If the same keyword is used by multiple users, the CPC range is determined by the level of competition it has in its geographic location.
So basically, if you aim to target specific keywords with a greater search volume or competitiveness, it is wise to consider a substantial investment. This approach can significantly enhance your ROI, potentially doubling the returns on your initial investment.
| Keyword | Avg. monthly searches | Competition | Top of page bid (low range) | Top of page bid (high range) |
|---|---|---|---|---|
| lawyer | 246000 | Low | $3.44 | $18.91 |
| best law firm | 2400 | Low | $2.85 | $15 |
| best lawyers | 4400 | Low | $2.63 | $14.88 |
| best lawyers near me | 1600 | Medium | $3.05 | $19.1 |
| top law firms | 3600 | Low | $2.26 | $12.57 |
| top lawyers | 480 | Low | $2.65 | $15.29 |
Bidding
You get to decide the maximum amount you are willing to pay for each keyword. But remember, if you want your ad to be seen at the top on Google, pick keywords that are competitive.
Try to use the highest bid possible. If your bid is too low, your ad might not appear when people search for certain keywords.
The cost might look high at first, but if you’re serious about getting results from your Google Ads campaign, you should be willing to invest more with a competitive bid.
Location Based Targeting
You should adjust your Pay-Per-Click (PPC) strategies for an area where your services are needed the most.
Furthermore, the costs of keywords differ significantly based on the geographical location.
Quality Score
Quality Score is like a grade for your ads. It shows how well your ads match what people are searching for.
A high score is good because it helps your ads appear in better spots and can save you money.
It is based on things like how many people click your ad and how relevant your website is when they get there.
The better your quality score, the lower your CPC (Cost-Per-Click) tends to be.
How Much Money Should Law Firms Spend On PPC Ads?
Before moving onto the cost, you should keep one thing in mind and that is to know the difference between general keywords and intent based keywords.
Keywords like ‘legal services’ can attract a lot of people, but keywords like ‘divorce lawyer consultation’ attract those who really need your legal expertise.
Choosing intent based keywords can bring you more relevant clicks.
| Keyword | Avg. monthly searches | Competition | Top of page bid (low range) | Top of page bid (high range) |
|---|---|---|---|---|
| divorce lawyer consultation | 590.0 | Medium | $5.65 | $37.40 |
| legal services | 18100.0 | Low | $5.33 | $30.34 |
Also, using different versions of your keywords helps you reach more people.
For example, use ‘family law attorney’ as well as ‘divorce lawyer.’
Each one speaks to a slightly different group of people. This helps your campaign get seen by the right people in the right way.
How To Invest Wisely For Better PPC Outcomes?
In this field, the average conversion rate is between 10% to 20%. This means that out of every 100 clicks on your ad, you can expect converting 10-20 of them into paying clients.
Suppose you have a budget of $1,000 for your ad campaign and the average CPC is $5, then you can expect to get 200 clicks on your ad.
However, not all clicks will convert into paying clients. So, with a conversion rate of 10-20%, you can expect to get 20-40 clients from your ad campaign.
What I am trying to say is if you set your budget so low for your ad campaign, you will only reach a small number of people and have very little to showcase to a potential client.
However, if you invest more, you not only have much more to showcase to a potential client but also extend your reach to a wider audience. This will be a wise investment for your law firm, as it will help you grow your business and attract more clients.
And it is also important to create an appealing ad copy that is relevant to your landing page. Your ad copy should be clear, concise, and persuasive. It should also be relevant to the keywords that people are searching for.
By creating an effective ad copy, you can increase the chances of people clicking on your ad and becoming a potential client.
Here are some additional tips for writing better ad copy for your law firm:
- Use keywords that people are searching for.
- Keep your ad copy clear and concise.
- Be persuasive and highlight the benefits of your services.
- Use strong calls to action, such as “Learn more” or “Contact us today”.
- Test different ad copy and see what works best for you.
By following these tips, you can write better ad copy that will help you attract more clients for your law firm.
Comparing The Costs Of An Ad Campaign For A Law Firm Starting From Scratch And With Existing Accounts But With Very Few Leads
When you are starting your ad campaign for your law firm, you can begin by investing 5000 USD in your ads.
Later, as you see better results and your law firm starts getting more leads, you can choose to increase your budget.
But when you already have an ad account and it fails to attract the clients, it means something is not right with how it is set up and it needs to be optimized.
Your ad campaign needs better strategies and approaches.
I recommend seeking assistance from experts. Hiring an ad agency for your campaign is advisable, as they possess the expertise to understand the specific requirements of your ad campaign.
Their experience can help tailor your approach effectively, ensuring optimal results.
Collaborating with professionals ensures that your resources are utilized efficiently, saving you time and potentially avoiding costly mistakes.
By tapping into their knowledge, you gain access to insights that can enhance your campaign’s impact and help achieve your advertising goals more effectively.
But hiring an Ad agency comes with an additional cost.
It is important to understand that different Ad agencies can charge you in different ways depending on their fee/cost structures.
Hourly Rate
Pricing your Law firm ad campaign could cost between $35 to $50 per hour. This implies you’ll be charged for each hour an agency works on your Ad campaign.
However, prices may vary further, either increasing or decreasing, depending on the fee structure of an agency.
Fixed Price
Another alternative is the fixed price model, in which you pay your ad agency a monthly charge regardless of your PPC campaign’s growth.
Advertising agencies may charge roughly $1000 USD for your Law firm Ad campaign.
Percentage of Ad Spend
Agencies in this approach charge a fixed proportion of your Ad spend. They may take 15% to 20% of your advertising budget.
For example, if their rate is 15% and you spend $10,000 on advertising each month, the agency’s cost would be $1500 (15% of $10,000)
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