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Law Firm Marketing: Is Paid Media For Law Firms Dead?

4 mins

When people are researching which law firm or lawyer to work with, how do you ensure that you are in the running while also demonstrating that your services suit their needs best? That is where paid media comes in. Paid media for law firms offers the opportunity to advertise their services to a targeted clientele for a price.

In this day and age, paid media is more important than ever, especially for law firms. If you are looking to expand your client base and gain recognition in your community, paid media marketing for law firms, or PPC (pay-per-click) campaigns will allow you to do so. People turn to the internet to research professional services and products to determine which is the best fit for them. By advertising your services in an effective and targeted manner, your firm will be able to grow its client portfolio while receiving a positive return on its advertising investment.

There are several opportunities for your law firm to get in front of potential new clients through paid advertising. Some of the most prevalent outlets include Google, LinkedIn, Facebook, and even Twitter and Instagram. Let’s dive in a little deeper to explore how these paid advertising outlets may be beneficial for the growth of your law firm:

Google Advertising

As it pertains to law firm paid media advertising, Google Ads is one of the most prominent options for law firms. Google PPC enables law firms to advertise to a targeted demographic based on how they may search for legal assistance. Through Google PPC advertising, your firm has the ability to:

  • Geo-target a specific area and demographic

    Based on your office locations and the scope of your practice, your law firm is able to target specific geographic areas. This will allow you to narrow in your target audience to only serve advertisements to the specific geographical locations that your law firm is able to serve.

  • Utilize specific keywords that will align with what your target audience is searching for

    Through keyword research, you will be able to gain insight into how people are searching on Google and how it will lead them to your legal services. You will have the ability to bid on particular keywords that align with what services you offer your clients. If your law firm focuses on.

  • Point potential new clients to a specific landing page that offers them targeted insights into how your firm can serve them

    Instead of leading your potential new clients to your general website which can be overwhelming or have generic firm information, you can set up your ad to point them to a specific and targeted website page that will only include relevant information based on what they search for. For example, if your firm has a car accidents practice area, you will be able to guide your potential new clients to a specific car accident page that only includes relevant information that will help them understand how your firm will be able to serve them in their car accident legal needs.

  • Demonstrate a clear call to action for users to understand your services

    Included in your advertisement, you will have the opportunity to emphasize how your legal team will be able to serve the needs of your clients. You will be able to ensure your ads speak the searcher’s intent, as well as demonstrate your relevancy to their needs. 

  • Analyze competitive research to understand how to stand out

    It is fairly simple to gauge how your competition is running their advertisements, and when you work with a paid media marketing team, they will be able to understand what your competitors are doing in the paid advertising space. This is crucial for success in client acquisition. Understanding how you can stand out against your competitors will help you gain new qualified clients.

  • Determine a budget and monitor conversions

    Depending on your location and the practice areas your law firm focuses on, your budget may vary. When you engage in paid advertising, you have the ability to set your own budget to determine what works best for your circumstance. Paid advertising for law firms can be expensive but you will be able to monitor your progress and review what is working versus what is not. When you don’t see a return on your investment right away, it can be discouraging and frustrating. When you work with a team of law firm paid media specialists, they will be able to analyze your account and set your firm up for success.

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Social Media Paid Advertising for Law Firms

Through social media paid advertising, you will be able to target a specific audience that aligns with your law firm’s target client’s attributes. Social media paid advertising enables your law firm to present personalized, targeted advertising to a unique audience that fits your ideal client’s profile. 

Social media users are likely not actively looking for legal services while they are using social media, making them a lower intent audience. They are using social media at their own leisure, but they are also more likely to engage with a service that offers interesting and engaging information that aligns with their needs. 

Advertising on social media enables your firm to target a specific audience based on their profile attributes. You will have the ability to determine the attributes that your target clients may have, and in turn, target those attributes to serve them insightful knowledge. Users are likely willing to provide their contact information in exchange for compelling content that is relevant and interesting to them. 

While there are multiple social media outlets, the best and most effective outlets for law firm paid media include LinkedIn, Facebook, Instagram, and Twitter. Each of these social media outlets is different, but the one thing that they have in common is that they bring you closer to growing your client base. 

If You Need Help Understanding Paid Media For Law Firms, We are Here to Help!

At Practice Alchemy, our team of paid media specialists is well versed in each outlet of paid media for law firms. We offer our clients a unique perspective on the hyper-competitive paid media landscape to enable them to grow their firm.

Let our law firm marketing team work with you today! We will work with your legal team to increase your client growth and reach your goals. Request a free marketing assessment to learn more about how the paid media specialists at Practice Alchemy can help your firm grow.

Ross Yellin