Transparency
PaperStreet’s transparent reporting means you know how every dollar of your campaign, whether it’s hundreds or thousands, is converting into results. We don’t require long-term contracts and offer fixed rates on a flat-rate or percentage-of-ad-spend basis.
Exclusivity
Our exclusivity means we harness our expertise for you, not your competition. We limit our law firm PPC clients by practice area and geography to ensure ethical results that drive more people to click on your form and dial your phone number.
Results
We fully maintain the account on your behalf so you’re never bogged down in the details — unless you want to be. We get better results with our years of experience in all practice areas.
When you partner with PaperStreet for law firm PPC management, we can ensure quick service, exclusivity, transparent reporting, and overall better leads.
Leaders in Law Firm PPC Management
PPC advertising for lawyers can be rife with wasted ad spend and poor-quality leads. PaperStreet is here to help you achieve your goals and set realistic expectations for your law firm. We work with you to get better results on an exclusive basis. Our proven process has helped many law firms attract better client leads.
PaperStreet has specialized in legal marketing for more than 20 years, since the beginning of paid online advertising. You can see our results per practice type in the links below.
The key differences in our campaigns are that we are focused on delivering better results for law firms, are 100% transparent, and are exclusive to each client we work with.
Some PPC companies deploy a campaign for you under their account only. If you ever leave, they keep all your data and settings. This requires your firm to start over from scratch at a new agency, where you face the trial phases of PPC again — wasting time and money.
We don’t play that game.
PaperStreet generates better leads, and we do it without withholding information or taking up your time. Own your data. Work with the experts. Get better results. Learn more from the experts at PaperStreet today.
Our Law Firm PPC Results in Different Areas
Ready To Learn More? Ask About Law Firm PPC Today.
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Contact UsLaw Firm PPC Management Results
Getting quality leads is important for your law firm. Our strategic PPC campaigns can help you bring on new clients at a steady rate. We know what it takes to accelerate your firm’s marketing to the next level. Focus on your practice, and we’ll handle the rest.
Check out our Law Firm PPC Best Practices Guide to learn more.
What Is Pay-Per-Click Advertising for Attorneys?
Law firm PPC is cost-effective online advertising, mainly on Google search and its network of properties. PaperStreet creates text ads for placement when visitors search for your practice areas in specific geographic locations. You only pay when someone clicks on your advertisement, and we can control how much is spent by setting a monthly budget. The bottom line: We set up an account that will convert and lead to more business for your firm.
Law Firm PPC Is Complicated. Make Your Life Easier.
We do the research in Google Ads, create the strategy, write and design the display ads, and construct the campaigns for a one-time, flat fee. You pay for the actual advertising cost and a management fee on the account to continually improve the campaign. We promise to make your life easier so you can focus on your law practice.
Exclusive. Ethical. Results.
PaperStreet only works with qualified law firms. In fact, we work with only one firm in each market. Is your current PPC for lawyers provider representing you and the firm down the street? This is a conflict of interest, especially when you both have to bid on the same phrases.
Our founder, content writers, and other team members are attorneys who are aware of common ethical violations. We know you have to abide by the Professional Rules of Conduct, attorney advertising regulations, and bar rules in your jurisdiction, and we make sure you do not run afoul.
No Contracts. Fixed-Rate Pricing.
We do not lock you into any contracts — you can cancel or adjust your budget at any time. We base our pricing on either a flat rate or a percentage of ad spend, and you pay the ad costs directly to Google Ads. We will advise you on the budget before signing on and keep you updated if it ever needs to be increased or decreased for optimal results. However, you have the final say in any adjustment.
PaperStreet: A Premier Google Partner With Google Ads
Individual Google Certifications
- Search Advertising
- Mobile Advertising
- Google Analytics IQ
- Display Advertising
We Understand the Power of Bid Adjustments
Contrary to what some people may believe, Google Ads isn’t a marketing avenue that you can throw an unlimited budget at and be successful. It takes a carefully crafted campaign that combines eye-catching ad copy, quality landing pages, targeted keyword selection, high-converting extensions, and bid optimization to focus on the people most likely to convert.
We often see new clients come to us with accounts that have exorbitantly high Google Ads budgets, but they are designed to throw money at anyone willing to click on their ads. There is no focus on quality clicks, and without proper optimization, these campaigns often struggle to reach higher positions in Google search results. Usually, their CTR (click-through rate, or how frequently someone clicks on their ads when they are shown in search results) is at or below the law industry average of 1.3%, and their unique conversion rate commonly falls below the average of 4.3%.
Features: What Is Included in PaperStreet’s Law Firm PPC Services?
Our comprehensive PPC advertising for lawyers includes two segments: Setup and Monthly Management. Here is what we do in each phase.
Setup of the Campaign
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Client Consultation We conduct an initial consultation to answer any questions and focus your campaign.
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Campaign Creation We create a search campaign and a remarketing campaign. We establish specific geographic targeting, device targeting, bid strategy, and ad scheduling.
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Landing Pages We use any of your website’s existing landing pages or one of our best-practices template landing pages (one is included).
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Ads We develop text and banner ads for remarketing (we offer creation of banner ads in various sizes; one design round only).
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Features We set up negative keywords (reduces spending), long-tail keywords (usually less expensive), ad extensions (allows for more interactions), geolocations (to target specific customers), multiple campaign setup (to segment ads and keywords), multiple ad groups and ads (to align keywords with specific ads), device bid adjustments (to reduce or increase spending), ad scheduling (dayparting to turn off ads in times you are not working), ad testing, bid adjustments (to stay on page one), and keyword match types (to increase exposure).
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Keyword Research We research keyword phrases by reviewing past searches. The key to any campaign is determining the correct keywords to target, as they are the ones that bring in the most traffic.
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Call-Only Campaigns We prepare a campaign that drives people to your phone and not your website. This is ideal for mobile conversions.
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Tracking We deploy call tracking and form tracking via Google Call Numbers, Analytics, and Google Ads.
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Quality Score We work with you to optimize your quality score so you can secure the best search engine positions for the least amount of money.
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Analytics We install tracking and syncing with Google Analytics and Conversion Goals.
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Targeting We focus on the types of clients you want to reach (or exclude) by targeting your core audience and demographic.
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Other Options We can also assist with Bing, Display, Gmail, YouTube, and additional ad campaigns.
Monthly Management of the Campaign
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Reports We provide a comprehensive monthly report showing you the work performed to keep your campaign at peak performance.
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Optimization We perform ongoing campaign optimization of ads and keywords.
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Analytics We conduct analysis of conversions, time of day, days of week, geolocation, type of device, extensions, and other analytics from Google Ads and Google Analytics.
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Ad Testing We test ad variations in monitoring performance and ROI.
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Underperforming Ads We create negative keywords and remove underperforming ads.
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Reports We provide monthly reports, consulting, and monitoring/managing the campaign.
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Updates We make updates to the campaign to comply with Google Ads’ changing rules.
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Payments We ensure payments go through and update Google Ads if they do not.
Costs
As we mentioned, we do not lock you into a contract. You have the freedom to adjust your budget or even cancel our services at your discretion. We are here to support you as needed. If you want to reduce spending or simply have a question, reach out to our team for assistance.
Please note that the fees above cover the Google Ads program only. We work at an hourly rate to set up and manage campaigns on other platforms like Facebook, Bing, and Twitter. If you would like to test new designs, we can also build templates and custom landing pages. Give PaperStreet a call to discuss the additional pricing and your options: 954-523-2181.
FAQ: Paid Search Marketing and Pay-Per-Click Advertising for Attorneys
Google search results are shrinking. Google Ads and legal directories now dominate the search results, pushing organic listings lower on the page. For a search completed on a desktop only, the three law firm listings in the map-pack and a few other direct firm listings are featured on the first page of the search results. What does this mean for your website?
It means it may already be pushed to the bottom of the page below relevant display ads and major legal directories. A well-conceived attorney PPC campaign can help drive traffic to your website and stop the fight for a spot on page one.
For most campaigns, we can install a phone tracking solution. This will ensure all calls from your website are logged. It is simple: We place the JavaScript code on the website. When a visitor from Google Ads lands on your website, the phone number dynamically changes to the new number. We can then track all leads. For some clients, only 30% of their leads come from contact forms; the rest come from phone calls. A phone tracking system allows us to see the entire value of a law firm PPC campaign.
At PaperStreet, we assemble a search network campaign and a remarketing campaign. We work with your existing landing pages or use one of our templates proven to convert.
We can create Facebook ad campaigns, Google Ads call-only campaigns, and various other social network campaigns. Contact us to discuss the entire selection of opportunities that can help expand your message and further your reach.
When considering specialized PPC advertising for lawyers, you should ask yourself: How much is a new client worth to my firm? If an average client is worth $5,000 in fees, you can spend quite a bit per lead and still be profitable. Typically, we can produce leads from $50 to $300, depending on the practice area and competition level.
While we do recommend you give ad campaigns at least three months to show profitability, we do not lock you into a contract. You can test out your campaign on a month-to-month basis. If the campaign is not working, or you are not satisfied with the results, you can end it at any time.
Significant changes in Google Ads in the past year have created new opportunities. If you have not tried a dedicated PPC for lawyers campaign in the last few months, it’s time to try again. We have a comprehensive process to help improve conversions.
While it varies by campaign, some clients get leads for less than $50. Some highly competitive areas can pay over $500 per lead. It really depends on how much competition you have, the quality of your ads, the match type of your keyword phrases, and the quality of your website. The better your website, ads, and keyword match, the lower your costs and the higher your quality score at Google will be.
No, not every lead turns into a client. However, most firms can turn 30% to 50% of their leads into clients. This means that if you receive leads for $50 each, and you obtain 10 leads in a month, your actual new client costs are anywhere from $150 to $350 per lead (based on a final closing rate of 30% to 50%). Sounds confusing? We use a handy ROI spreadsheet that simplifies it, where we ask for:
- Your closing rate percentage
- Your average case value
We can then calculate your overall ROI based on various keyword phrases. It is almost always positive and makes sense to advertise.
A typical budget for pay-per-click advertising for attorneys is above $1,000 a month. Most of our clients spend $1,000 to $3,000 per month on ads.
We have numerous clients with significant budgets and who are located in competitive areas, and we handle them successfully. If your firm has a budget of $4,500 per month or higher, the management fee is 20% of your ad spend.
For Google Ads, we have clients bidding anywhere from $1 per click to over $125 per click. What? $125 per click? Yes, in competitive areas, we have crazy bid amounts. That means you can spend $1,000 a day and just receive 10 clicks, equating to over $30,000 a month. It’s important to ensure your landing pages and website are in top form and can convert when you are spending that kind of money.
For most clients, we average anywhere from $5 to $25 per click. It depends on practice areas, geographic areas, and competition. The larger the city, the larger the practice area, and the more competitive the market, the higher the bid will be.
Yes, a Google Ads campaign can help. There are many mistakes you can make, and there are specific scenarios where a Google Ads campaign does not make sense. But it is almost always worth the nominal setup fee and monthly management costs to get a campaign going to see if the phone will ring more.
Remarketing lets you show ads to users who have previously visited your website. As users browse the web, your banner ad is displayed on other websites they visit. This technique keeps your firm on their mind and only a click away.
It’s cheap. It’s effective. It works.
To give you an idea of how remarketing works: We budgeted $100 for one month on PaperStreet’s remarketing campaign and received nine leads. However, our ad was shown thousands of times. The campaign increased our brand awareness at a very nominal cost.
The setup cost is $600 and includes the creation of three banner ads. You pay the ad costs directly to Google, but most likely, this would be $100 per month to start. It may be higher in the future if you receive more clicks. We then manage the campaign for $150 per month for one hour of work. In short, your initial budget should include $600 for setup and $250 per month for maintenance.
What Our Clients Say
"PaperStreet did redesign and has been managing organic SEO for us for 3+ years. I've finally given up the ghost on managing PPC to PaperStreet as well. Lifted a massive source of stress for me. I like working with these folks. They're easy to communicate with and accommodating."
"Working with PaperStreet has been one of the best experiences in my career. From consultation to design to launching our award-winning website, PaperStreet listened to our needs, responded promptly, and kept us on a strict deadline. We launched a new website in just four months, unheard of in legal marketing. Robin Tidrick personally presented it at our law firm retreat, impressing all the attorneys. I highly recommend PaperStreet; look no further."
"I have to say, your team is incredible! The promptness and efficiency of the work is so appreciated and commendable. Thank you so much!"