Pros and Cons of Law Firm Pay per Click Marketing

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Jeffrey Johnson is a legal writer with a focus on personal injury. He has worked on personal injury and sovereign immunity litigation in addition to experience in family, estate, and criminal law. He earned a J.D. from the University of Baltimore and has worked in legal offices and non-profits in Maryland, Texas, and North Carolina. He has also earned an MFA in screenwriting from Chapman Univer...

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UPDATED: Jun 19, 2018

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One of the most common starting points for law firm internet marketing (after website SEO) is Pay per Click advertising (PPC), also sometimes referred to as Cost per Click advertising (CPC). PPC advertising allows lawyers to buy traffic to their website by bidding for ad placements that will show up whenever a user searches for the specific term of interest. PPC advertisers pay a fee each time a visitor clicks on their ad, meaning you’re only paying for actual visits to your website, from people who are probably looking for the type of services your law firm offers. There are many reasons to like PPC advertising but there are also reasons to proceed with caution.

Pros of Law Firm Pay per Click Marketing

  1. Pay per Click Marketing can be highly targeted
    Pay per click marketing is arguably the most customizable and targeted form of online lawyer marketing available. Since you can choose the specific phrases that determine where your ad will show up, and even choose the geographic region in which your ads will display, pay per click advertisers can design highly targeted marketing campaigns.
  2. Pay per Click Marketing campaigns can have a very low startup cost
    Unlike online lawyer marketing services that require long-term commitments, pay per click campaigns through Google can be initiated for as little as $5. Of course, $5 won’t get you very far, but pay per click service makes it easy to control the amount of traffic directed to your website. That lets you spend marketing dollars at your own pace.
  3. Pay per Click Marketing campaigns can be automated, thus saving time
    Once you’ve set up your pay per click campaign, you can let it roll indefinitely. You also have the ability to cap the daily amount you spend, so if you want a tightly controlled marketing budget, pay per click might be a good option.

Cons of Law Firm Pay per Click Marketing

  1. Pay per Click Marketing can be expensive if not managed properly
    While the start up cost may be small, the amount you pay per click, and per day, can add up quickly. Lawyer marketing, in particular, can be very expensive, in some cases costing as much as $100 per click to a website. When you figure that not every visitor to a website is going to contact your law firm, it’s easy to understand how the cost of this kind of marketing can escalate faster than you expected.
  2. Pay per Click Marketing can be complicated if you are a newcomer
    With all of its customization features, pay per click marketing can seem overwhelming and complicated to set up for the first time. Many firms learn the hard way that the “devil’s in the details”. If you’re not cautious and conscientious about how you set up your pay per click account, you run the risk either of seriously overpaying for traffic, or of underpaying and driving no traffic to your site.
  3. Pay per Click Marketing will not work without a good website
    Perhaps the biggest drawback to pay per click marketing is its total reliance on a good website. You are paying for visits to your site, and while visitors may be qualified by the search phrase, they may not contact you unless you have a good website. Driving traffic to a sub-par website is the same as throwing away your money.

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