Does Law Firm PPC Advertising Actually Work for Your Practice?

Ready to get your firm's phone ringing with new consultations every day? Google pay-per-click advertising can diversify your lead sources, but whether it pays off depends on two numbers: your Return On Ad Spend and your lead-to-client conversion rate.

Track both metrics closely. A strong ROAS means the campaign is financially sound and worth scaling as part of your broader marketing strategy. A weak one signals it's time to dig into the ads, landing pages, and keywords driving the numbers.

REN Marketing's HIPAA-certified lead generation strategies have helped Florida law firms increase qualified consultations by 43 percent on average, proof that a well-managed PPC campaign can move beyond guesswork into predictable growth.

Two Metrics For Law Firm PPC Advertising Campaigns

1. Return On Ad Spend (ROAS): this measures how much revenue you earn per advertising dollar. A ROAS of 4 means every $1 spent returns $4 in sales, a healthy number for most firms' margins. A ROAS of 2 often means the firm is only breaking even once staff costs are factored in.

2. Conversion rate on leads: this tracks how many leads become paying clients. Closing 10% of leads at a $50 cost per lead works out to a $500 cost per client, a solid return when the average case is worth $2,500 or more.

Important Lead PPC Advertising Considerations

Legal lead campaigns can always improve

Law firm PPC advertising isn't an exact science. While advertising on Google or Bing is just like bidding in an auction, it differs as other factors are considered beyond the bid. For example, the ads, landing page, keywords, etc. are all evaluated by online systems. To continually improve campaigns, law firms need time to make changes and have the systems review the new approaches you take.

Customer lifetime value is vital

While you may think a client is only worth $2,500, you need to keep in mind that many times, they'll send their own referrals to you down the road. If each client on average refers over a friend or family member, that's an additional $2,500 for your top-line revenues.

Given this, you must evaluate the customer lifetime value of new clients each month when reviewing your campaign results. ROAS doesn't consider lifetime value.

Summary

If you have been considering advertising with Google, learn about our law firm marketing services.