Toledo Speedway

Pay-per-click advertising (PPC) helps lawyers find clients fast. You pay only when someone clicks your ad. Your ad can show at the top of Google when someone types words like “injury lawyer near me.” A good PPC plan brings more calls and contact forms. It can help your firm stand out. In this guide, you’ll see seven clear steps. Each step uses simple ideas you can try right away. By the end, you’ll know how to reach the right people and save money.

1. Find the Right Keywords

Keywords are the words people type in search engines. For lawyers, these might be “divorce attorney” or “accident lawyer.” To pick good keywords:

• Use Google’s free Keyword Planner.
  
  
• Start with 5–10 phrases that match your services.
  
  
• Look for medium search volume. Too few searches means few clicks. Too many searches means high cost.
  
  
• Add negative keywords (words you don’t want). For example, if you don’t handle family law, add “family law” as a negative.
  
  

As you learn, add new keywords. Remove ones that cost a lot but give no leads.

2. Write Clear, Simple Ads

Your ad text must answer a need. Use short sentences and plain words in PPC for lawyers' ads.

• Headline example: “Top Car Accident Lawyer”
  
  
• Description example: “Injured? Call our office for a free case review.”
  
  
• Always include a call-to-action like “Call now” or “Get a free review.”
  
  
• Don’t make promises you can’t keep. Be honest about fees and services.
  
  
• Use capital letters only where needed.
  
  

Clear ads help people click the ones they really need. This saves you money on wasted clicks.

3. Use Geotargeting to Reach Local Clients

People usually hire lawyers in their area. Geotargeting lets you show ads only where you serve.

1. Choose the city, county, or state you cover.
   
   
2. If you serve two or more areas, make separate campaigns for each.
   
   
3. Check your ad report each week. Turn off areas that bring few clicks or no leads.
   
   

By focusing on your service area, you avoid paying for clicks from people too far away. This makes your ad spend smarter.

4. Set a Smart Budget

Start with a budget you can afford. You can grow it later if you see good results.

• Pick a daily budget.
  
  
• Choose manual bidding if you want full control. Or use automatic bidding to let Google set your bids.
  
  
• Watch your cost-per-click (CPC). If it is too high, try a different keyword or ad text.
  
  
• Pause campaigns that bring no leads after two weeks.
  
  

A smart budget stops you from wasting money. It also helps you focus on ads that work.

5. Track Your Results Closely

You need data to know what works. Follow these steps to set up tracking:

1. Turn on conversion tracking. Count calls, form fills, and downloads.
   
   
2. Link Google Analytics to your PPC account.
   
   
3. Review reports of clicks, cost-per-click, and cost-per-lead.
   
   

Check your data every week. If a keyword costs more than it brings in, pause it. Keep what brings real clients at a fair cost.

6. Send Clicks to a Focused Landing Page

A landing page is a web page made just for your ad. It should match your ad text exactly.

• Use the same headline on the page as in your ad.
  
  
• Put a simple form for people to enter their name and phone number.
  
  
• Show your phone number at the top in big text.
  
  
• Include one clear image or icon.
  
  

A focused page makes people take action. This lowers your cost-per-lead and raises your ad quality score.

7. Test and Adjust Regularly

PPC is not “set it and forget it.” You must try new ideas and change what does not work.

• Swap in new headlines and descriptions every month.
  
  
• Try adding or removing keywords.
  
  
• Run A/B tests on two landing pages to see which one gets more form fills.
  
  
• Increase bids on keywords that bring the best leads.
  
  
• Turn off anything that loses money.
  
  

Small tweaks each week add up to big gains over time.

Conclusion
PPC can help lawyers attract high-value clients when you follow these seven steps. First, pick the right keywords. Next, write clear ads. Then, target your local area. Set a budget you can manage. Track your data closely. Send clicks to a landing page that matches your ad. Finally, test and improve. By working step by step and checking your results, you’ll make each dollar count and grow your firm with new leads. Good luck!