“How many?!” said an unnamed attorney.
He had a skeptical, yet surprised look on his face. I don’t think he was expecting this answer.
I must admit, as I prepared to repeat what I just said, a little smirk came across my face. I love this part.
I slowly replied, “One thousand, three hundred, and sixty-five inbound calls.”
The attorney looked at me in disbelief, “…and these were calls from people who want to hire this local lawyer?”
“Yes, that’s correct.” I added.
I could tell this attorney did not fully believe me. And I don’t blame him.
The 1,365 inbound calls went to a law office called Reppucci & Roeder.
Almost all of their calls come from advertising. More specifically, from Google PPC advertising.
Jon Roeder, one of the founding partners says, “Since starting with Big Mouth Marketing our practice has just been a lot busier. We have three to four times as many consultations per day, we are retaining at a much higher rate, and our average retainer is going up.”
At the bottom of this article, I’ll share a link to a video interview we did with Jon. First, let’s dig into the content.
In today’s article, you’ll get the Ultimate Guide to PPC For Lawyers, updated for 2021.
We’re going to reveal everything you need to know to get more clients from Google advertising, including:
- What is PPC advertising?
- Best Types of PPC Ads for Attorneys: Use the Problem-First Advertising Formula to rapidly grab the attention of your ideal prospects and become the only logical choice out of hundreds of attorneys.
- Law Firm Lead Generation Pages That Work: How to turn web visitors into piping hot prospects.
- 2021 Retargeting Secrets: Use the Baader-Meinhoff phenomenon to be seen everywhere without being annoying.
- Is PPC right for your law firm? Some attorneys shouldn’t bother. This is where we get brutally honest.
- Choosing an Agency to Handle PPC for Your law Firm: If you’re going to get someone to do it for you, use this checklist.
This isn’t going to be your cookie-cutter article. You’re about to get actionable information from the trenches. We’ve created over 100,000 ads, generated over 1.5 million leads, and ran 5,000 marketing tests.
As an attorney or someone who works for an attorney, listen closely. You may want to bookmark this page.
What is PPC Advertising?
PPC advertising for attorneys is possibly the fastest and most efficient way to get the phone to ring with prospects who need your help.
Here’s how it works.
Jon Doe is sitting on his couch with back pain from an accident at work.
He’s dealing with his company, his company’s insurance, and a bunch of other issues.
The problem has become too much for him to handle.
He pauses Netflix, goes onto his phone, and searches Google for a worker’s comp attorney in his state.
The ad he sees at the top of his screen is PPC advertising.
In a nutshell:
- Someone has a problem.
- They search for a solution.
- You pay Google to appear as the solution.
There are lots of people with problems that you are legally qualified to solve. Unfortunately, most attorneys get PPC advertising horribly wrong.
I’m here to help you fix that. And it starts with our next topic.
Best Types of PPC Ads for Attorneys
Use the Problem-First Advertising Formula to rapidly grab the attention of your ideal prospects and become the only logical choice out of hundreds of attorneys.
Imagine you slipped and fell. You’re in a lot of pain and proceed to call an ambulance. You quickly tell the operator what happened. You clearly convey your problem and await a response.
Now imagine the operator responds with, “I hear you, sir. We’ve been in business for 57 years. Our front-line staff are very experienced and will take good care of you. I’ll have you know that they are fully qualified to drive an ambulance. They have driven many people to the hospital.”
All of that is useless information. You’re in pain, you know you want an ambulance, and you’d like them to solve that problem quickly.
Everything the operator said was already common knowledge. You didn’t need to know any of it.
Instead, in the real world, an operator will immediately ask you where you are so that the ambulance can be on its way.
It is their job to solve your problem as soon as they possibly can.
The same is true of your prospects.
They expect you to be qualified.
They expect you to have experience.
They expect you to be good at what you do.
Writing long paragraphs in your ads with things people already expect of you, is a waste.
The best performing ads, especially for attorneys, do two things.
- Acknowledge their problem – this makes them feel like they are in the right place.
- Present yourself as the solution – give an instant call to action that’ll lead to their salvation.
Let’s look at an example.
In the last twelve months, this specific ad generated more inbound calls than any other for Las Vegas based attorney, Dan Hill.
The reason why Dan was able to generate so many leads was due to this alarmingly simple formula.
It doesn’t try to be cute or clever. It simply states that they are in the right place to get help with their problem.
Although Dan got 36 new prospects from his ads every single month, this specific one generated the most.
Let’s take a look at the best-performing ad for another law firm. This ad was created for Reppucci & Roeder, based in Phoenix.
Without me pointing it out, can you see how they acknowledged the problem and presented a solution?
“Phoenix Divorce Lawyer” – This identifies what they need and acknowledges their problem.
“Call Now For Your Free Consult” – Their next move is as clear as day. Simply pick up the phone and we’ll start solving that big problem of yours.
This specific ad generated 162 inbound phone calls in twelve months.
However, what’s even more impressive is the conversion rate. 16.7% of all the visitors who clicked on this ad picked up the phone and dialed the number.
The sad truth is that people don’t care about you or your law firm. Before hiring you, they only care about themselves and their problem.
To a prospect, there are a thousand of you and only one of them. Do yourself a favor and focus your PPC ads on their problem, and not your own achievements.
Here are five more examples of the best ads in the last twelve months from different clients of ours.
Work Injury Lawyer in MA | Phone Consultations Available
If You’ve Suffered An Injury At Work Call Now & Secure A Top Attorney By Your Side.
Let’s Build A Case That Gets You All That You Deserve & Protects Your Future Starting Now.
Facing Criminal Charges? | Contact Us Immediately.
Accused Of A Crime? Call Now To Get An Experienced Attorney On Your Side Fast!
Get The Outcome You Need, When You Need It The Most. We’re Here For You.
Top Webster Custody Attorney | Protect Your Children
Child Custody Matter? Be Strong For Your Children & We’ll Be Strong For You. Call Now.
Get The Advice & Assistance You Need, When You Need It The Most. Act Fast & Contact Us.
Arlington Bankruptcy Attorney | Phone Consultations Available
Act Fast & Get A Financial Fresh Start When You Call For A Complimentary Debt Assessment!
Compassionate & Experienced. Get The Outcome You Deserve, When You Need It The Most.
Faced With Criminal Charges? | Contact WinterLaw LLC Now
Get A Top Baltimore Area Defense Firm On Your Side Today. Call Us For A Free Consultation.
Don’t Wait. You Need To Take Action Now In Order To Ensure The Best Outcome Possible.
There are dozens of other tricks and hacks you can deploy, but this one probably has the biggest impact.
It also carries over onto your lead generation page.
Law Firm Lead Generation Pages That Work
How to turn web visitors into piping hot prospects.
If you have ever found yourself in IKEA, the Swedish furniture store, and wondered how you ended up buying so much of their stuff, you’re not alone.
They teamed up with a Danish tech company and used high-resolution EEG headsets. These headsets tracked brain activity and eye movement.
By knowing where people naturally look, you can quickly reveal where you should place your products and call to action.
The same is true for lead generation pages online.
After running over 5,000 different marketing tests on landing pages, I can say with confidence that this one works the best for the majority of attorneys.
It all starts with the structure of your page.
On a tablet, laptop, or desktop, you will see people’s eyes move like this:
They start on the top left, move right horizontally, and then go down diagonally.
A small percentage of people want to take action right away. That’s why we have the phone number right at the top. They see it within 1-2 seconds.
Most visitors will continue to look. They want more information. Their eyes will continue towards the headline.
Make sure you quickly identify their problem and present yourself as the solution. It is the same as the PPC ad they just clicked on, but an expanded version.
HEADLINE EXAMPLE
Identify their problem: Did You Have An Injury At Work?
Present a solution: Find Out Whether You Have A Case From One Of Boston’s Top Workers Comp Attorneys For FREE
It is quick and to the point.
Underneath the headline is the sub-headline. Not everyone will read this, but for those who do, you’ll want to reinforce what you just told them.
SUB-HEADLINE EXAMPLE
Identify the problem: Unfortunately, not every injured American worker gets the compensation they deserve.
Present a solution: Let’s make sure that doesn’t happen to you. We’ll evaluate your case for FREE. Give us a call today to book your consultation.
Their eyes will then naturally move right, towards the phone number and contact form.
80-90% of the leads we generate for this particular law firm are phone calls. In a world where people don’t like calling people anymore, this is a fantastic outcome.
This top section is the most important. The majority of people won’t scroll or read the rest of your content. However, for those that do, you need to have the following structure.
This is particularly important when it comes to tablets and mobile phones. Your potential clients will scroll a lot more on those devices than on laptops or desktop computers.
In fact, about 70-80% of your visitors will come from a mobile device. Although you will keep the same structure as you do for other devices, there is one crucially important feature you must add.
Click-to-Call.
This is a feature that allows you to click on a link or a button, and it immediately brings up the option to dial that number.
This is by far the easiest way to generate leads from your landing page.
Think about your prospect’s journey.
- They see an ad on Google for your law firm.
- They visit your landing page.
- They click a button.
- They call you.
Can you see how these Google PPC ads generate a steady flow of interested prospects to your law firm?
Richard Fitzpatrick, the worker’s comp attorney from Boston, has received 64 prospects from this campaign.
Here’s a quick breakdown of mobile VS desktop, tablet, & laptop.
2021 Retargeting Secrets
Use the Baader-MeinhoffPhenomenon to be seen everywhere without being annoying
A few years ago, I wanted a new car. More specifically, I wanted a BMW M3. After looking at a couple of dealerships online I switched off my laptop and went to bed.
The next day, something strange happened.
While I was out and about, I kept seeing BMWs. I understand how ads follow you around online, but how on earth did actual cars keeping popping up on the road?
Surely, there weren’t this many BMWs in Scottsdale?
I decided to investigate. And what I found would change the way I advertise for law firms forever.
You see, there weren’t more BMWs on the roads.
I fell victim to the Baader-Meinhof Phenomenon.
According to Timothy J. Legg, Ph.D.
Baader-Meinhof phenomenon, or Baader-Meinhof effect, is when your awareness of something increases. This leads you to believe it’s actually happening more, even if that’s not the case.
Why is your brain playing tricks on you? Don’t worry. It’s perfectly normal. Your brain is simply reinforcing some newly acquired information. Other names for this are:
Frequency illusion, recency illusion, or selective attention bias.
You might also hear it called red (or blue) car syndrome and for good reason. Last week you decided you’re going to buy a red car to stand out from the crowd. Now every time you pull into a parking lot, you’re surrounded by red cars.
With a couple of tweaks to your advertising, you can actually use the Baader-Meinhof Phenomenon to your advantage in your Google PPC campaigns.
Here’s how.
This is an image of what comes up when someone searches for a DUI lawyer in Las Vegas.
An attorney by the name of Dan Hill appears.
When someone clicks on that ad, they get taken to the following lead generation page.
Inside of this page, there is a Facebook retargeting pixel. It is common practice to retarget people on Facebook once they have visited a lead gen page.
However, we’re not into “common practices”.
We want to use this to recreateBaader-Meinhof Phenomenon so that you stay top of mind.
To do this we need to answer a question they have in their mind right now.
Imagine a prospect just got a DUI, searched for a DUI lawyer, clicked on your page, and when they visit Facebook they see this.
It isn’t a sales pitch.
It doesn’t feel like an ad.
Instead, it is a genuinely valuable piece of content that answers a question they most probably have.
Sometimes, we even create YouTube videos that retarget prospects.
That is how you use advertising to activate the Baader-Meinhof Phenomenon for your law firm.
It is deceptively simple. Yet, it genuinely helps both you and your prospects.
Is PPC right for your law firm?
Some attorneys shouldn’t bother. This is where we get brutally honest.
This may sound odd, especially since we have dozens upon dozens of reviews and case studies from attorneys whose PPC campaigns we manage.
Personal injury, criminal, family, and immigration lawyers tend to do very well. Even bankruptcy attorneys see some incredible returns from Google PPC.
However, there are some areas of law that are notoriously difficult to get right.
Business facing law firms tend to suffer the most.
Yes, on our website we have a case study of Brint Hiatt, who is an attorney from Phoenix. His firm represents businesses.
However, we had to do a lot of work to get him there.
Every single element of his campaign had to be perfect. There is no room for error. The volume is low and the ads for B2B are very different from B2C.
It can work, but you have to pick the right PPC agency.
Another set of attorneys who struggle with Google ads are business trial lawyers.
The volume is just incredibly low.
You have to foster a different kind of marketing strategy entirely to make it work. Here’s a quick example.
Daniel Mestaz is a trial attorney. We spent a lot of time with him to nail his marketing message. In the end, we didn’t recommend he do PPC at all.
Instead, we wrote up an entire marketing plan for them. An example can be found on our website.
We put in the work and it paid off in the end. Daniel wrote us this review on Google.
Choosing an Agency to Handle PPC for Your Law Firm
If you’re going to get someone to do it for you, use this checklist
Choosing the wrong agency to take care of your PPC can destroy your marketing budget.
Every dollar you invest in advertising should come back to you in spades. Your law firm isn’t a money tree.
Here, with all the dogmatism of brevity is a checklist of things you should look for.
#1. An in-depth assessment
Don’t settle for anything less. The agency has to tell you exactly what they are going to do differently and how it is going to help you. You need specifics.
#2. Case studies and reviews
You want to see online reviews and actual case studies. Reviews alone are not enough. Ask for examples of how they have helped attorneys in your field.
#3. Fees
The fee structure has to make sense. If it is too cheap then run for the hills. Competing against the big guys out there is hard work. A cheap agency is most likely cutting corners and won’t get you the results you need.
#4. Monthly/quarterly reviews of your account
Make sure the agency you hire has a scheduled review of the marketing strategy with you and your team. You have to be kept in the loop. Don’t forget to ask for examples.
#5. Tracking results
How are they going to track your advertising results? When someone calls you because of an ad, they should be listening to your calls for call quality, and asking you about how those calls went to continually improve the campaign.
If they struggle to answer any of these questions, or they don’t have examples at hand to show you, then you best move on.
What to expect if you choose us as your PPC advertising agency
How to get a consistent flow of new prospects calling your office every single week
If you want us to handle your advertising for you, giving you fresh prospects every single week, while taking away the worry of whether it’ll work or not, then schedule an appointment here.
When you do that, here is what you can expect:
- Free initial 1-1 consultation where we’ll map out your entire sales funnel.
- We’ll create your ads, write your copy, and build your lead generation pages.
- We’ll give you specific examples of other attorneys we’ve helped, just like you.
- You’ll get clear communication, so you always know what’s going on.
- And finally, you’ll get peace of mind knowing that everything has finally been taken care of by a team of highly experienced pros.
Now you have four choices.
#1. Schedule an appointment now by going to our calendar.
#2. Find out more by roaming around our website, specifically our case studies page.
#3. Call us right away on this number to schedule your appointment at 480-525-7361
#4. Start a live chat with one of our agents. Simply click the chat icon on your screen.
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