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How to Target Your Law Firm’s Ideal Client with PPC Ads

Services: Law Firm Website Design . SEO . Internet Marketing . Law Firm Marketing Guide . Content Marketing . PPC

The decision to utilize paid advertising or PPC ads is often a wise one. Knowing how to target your ideal client, however, can be a challenging task. In this post, PaperStreet’s PPC team gives you some pointers on what you can do to make sure you are targeting the best client for your law firm.

Know Your Geographic Area

If you aren’t already familiar with the specific details of your law firm’s location, get to know it. How many people live in your city and surrounding cities? What are the demographics of the population around you? Are you truly in a major metro area or are you in a smaller city? 

Knowing who you are going to be targeting can help you pare down the specifics in your PPC campaign and how to write your ad copy to attract that audience. You’ll want to start to target your immediate area and expand your locations as you go to ensure you’re covering all the areas where your ideal client may be searching.

Evaluate Your Competitors

Who else in your city offers the same legal services as your firm? Take the time to do some simple Google searches for similar firms in your area. These are the names you’ll have to look out for when creating your ad campaigns. You can see the types of ads that pop up for your competitors and you can even use tools like SpyFu and iSpionage to check on their performance. When creating your ad campaigns, create a negative keyword list specific to competitors. If you run into issues where another firm is bidding on terms for your firm, we wrote up a few tips that will help combat that.

Stand Out from Other Ads 

Do you offer free consultations? Do you have multilingual staff? When creating your ad copy, ad extensions and site links keep your “selling points” in mind. This is your chance to brag about the things your firm offers that will entice your ideal client. The headlines in your ads and our callout extensions are perfect areas to briefly describe what you offer. If you follow the first 2 tips in this post, you’ll easily know how to word these items to attract your clients.

Run Your Ads During Peak Hours

As you start to run your PPC campaign, you’ll be able to review the days and times your ads are being found and clicked on the most. Make sure that your budget allows you to run during the times you want. For example, if you don’t get many people searching for your type of firm in the middle of the night, you can choose not to run ads at all during those hours or you can bid less for your ads during those hours. It may take a month or two to get the adjustments right but when you create the proper ad formula, you’ll get clicks.

Mobile vs Computers

These days, it seems as though everyone is on their phone for everything. Smartphones are basically a pocket-sized computer. Think about when you want to search for something randomly. Do you hop on to your computer or do you pull out your phone? If your firm specializes in accidents, specifically motor vehicles, you can opt to bid more for mobile searches so that when an accident victim looks for an attorney – on their phone – you are more likely to appear at the top of their search results. If your target audience or ideal client may be a little older, you may want to increase your bids for computers where they may be most likely searching.

Final Thoughts

With all of the tips and tricks mentioned above, you’ll have your ideal client in no time. It takes work and you must pay attention to the small details but once you master these main points, your PPC ads will take off. PPC campaigns are a continuous work in progress so make adjustments to your ads every month. Review the clicks and impressions from the previous month and change what isn’t working for you. Stay positive and you’ll see that positive growth. Remember though, PaperStreet is always here to help. We’re just a phone call or contact form away. 


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