Illustration of a laptop displaying a Google Ads page featuring dollar symbols and a PPC button, indicating pay-per-click advertising.

 

We often hear from new potential clients “my google ads aren’t working.” As comeptition goes up, more and more people are (1) bidding on the same keywords as you and Google only shows so many ads at once, and (2) others will optimize their ads. PPC can be one of the fastest marketing tactics for law firms, but so many campaigns fail to ever return an ROI on the cost because of poor organization, low-quality scores, or ineffective ad copy.

1. How SEO Affects PPC Performance

If your PPC campaigns aren’t performing, SEO might be part of the problem. While SEO is typically seen as a long-term organic strategy, it has a direct impact on your paid advertising. Here’s how:

  • Improved Quality Score: Google’s Ad Quality Score is influenced by how well your landing page matches the keywords in your ad. A law firm specializing in personal injury law with a highly relevant landing page can reduce their CPC (Cost Per Click) by up to 20%. This means if you’re paying $10,000 a month for 50 high-quality leads, you could potentially get those same leads for just $8,000 by improving your Quality Score—saving $2,000 a month and maximizing your budget for even more leads.
  • Better Ad Positioning: A strong SEO presence helps you rank better organically, but it also influences the performance of your PPC ads by increasing relevance and improving CTR (Click-Through Rate).

If your law firm isn’t getting enough clicks or paying too much for them, integrating SEO efforts with PPC will make your campaigns more cost-efficient. Some marketing agencies and services for law firms take a holistic approach to marketing: SEO + PPC together = success; however, some put SEO on the back-burner, which cause your firm’s PPC to suffer.

2. Organizing Ad Groups for Better Performance

One of the most common reasons law firm PPC campaigns underperform is poor ad group structure. If your ad groups are too broad or unorganized, your ads won’t appear relevant, which will negatively impact CTR, Quality Score, and conversion rates.

  • Group by Practice Area: Every law firm typically offers a range of services like personal injury, criminal defense, or family law. Each of these services should have its own ad group to ensure relevance and improve performance. For instance, you could create separate ad groups for “Divorce Lawyer,” “Criminal Defense Lawyer,” and “Personal Injury Lawyer.”
  • Organize by Niche for Higher Relevancy: For even better results, take it a step further by organizing ad groups within each practice area by specific case types. In the “Personal Injury Lawyer” ad group, create subgroups for “Car Accident Lawyer,” “Bike Accident Lawyer,” “Semi-Truck Accident Lawyer,” or “Hotel Injury Lawyer.” This granular level of organization increases the relevancy of your ads, boosts CTR, and improves conversion rates. By targeting these specific niches, you’re ensuring that your ads show up for exactly what potential clients are searching for.

With FirmPilot AI, you can streamline and automate this process, ensuring your law firm’s PPC campaigns are hyper-targeted and well-structured for the best results.

3. Why Ad Quality Score Matters and How to Improve It

Ad Quality Score is one of the most important factors that determine how well your Google Ads perform and how much you pay per click. A low score can lead to higher costs and poor ad positioning, even if you’re bidding aggressively.

Google rates your ads from 1 to 10 based on three components:

  • Click-Through Rate (CTR): The percentage of users who click on your ad after seeing it.
  • Ad Relevance: How closely your ad content matches the user’s search query.
  • Landing Page Experience: The user experience on the page your ad directs traffic to.

How to Improve Your Quality Score:

  1. Increase CTR with Negative Keywords: By excluding irrelevant terms, you can boost the relevance of your ad and increase your CTR. For example, if you’re advertising for personal injury law but don’t handle slip-and-fall cases, you should add “slip and fall” as a negative keyword.
  2. Refine Ad Relevance: Ensure your headline and ad copy match the keywords users are searching for. If someone searches for “car accident attorney,” that phrase should be present in your ad copy.
  3. Enhance Landing Page Experience: Make sure your landing page is mobile-friendly, loads quickly, and directly addresses the service mentioned in the ad. This becomes even more important as Google’s ranking algorithm continues to evolve.

Ad Quality Score Calculation Example:

If your current CPC is $10, and your Quality Score is 5, you’re likely paying more than necessary. If improving your Quality Score to 8 cuts your CPC to $7, and you’re driving 1,000 clicks a month, that’s a $3,000 monthly savings or $36,000 annually. Small improvements in Quality Score can make a massive impact on your bottom line.

4. Writing Effective Ad Copy to Boost Conversions

Another major reason law firm PPC campaigns underperform is weak ad copy. Your ad copy is what makes users click, and FirmPilot AI can help you automate and optimize this process. However, understanding the core elements of high-performing ad copy is still crucial.

  • Use Keywords in Headlines: Incorporate the search terms directly into your headline. For instance, if you’re targeting people searching for a “Miami personal injury attorney,” use that exact phrase in your ad.
  • Craft Strong Calls to Action (CTA): Instead of generic CTAs like “Call Now,” try using urgency-driven language such as “Get a Free Consultation Today” or “Talk to an Attorney Now.” This can increase your click-through rates significantly.
  • Leverage Emotional Triggers: Connect with potential clients on an emotional level. For example, an ad that says, “Don’t Let an Injury Wreck Your Life—Talk to a Top Miami Attorney Today” appeals to the user’s need for fast, reliable legal help.
  • Highlight Your Law Firm’s Unique Selling Points: Ensure that your ad stands out from competitors by emphasizing your law firm’s strengths, like “Over 1,000 Cases Won” or “No Fees Until You Win.”

Example of ROI Based on Ad Copy Improvements:

Imagine your law firm is spending $5,000 a month on PPC with an average CPC of $8. Your current CTR is 3%, meaning you’re getting about 625 clicks a month. After improving your ad copy with stronger CTAs and better emotional triggers, let’s say your CTR increases to 5%. You would then receive 1,042 clicks a month. With a conversion rate of 10%, that’s 104 leads instead of 62, potentially increasing your revenue by $210,000 if each case is worth $5,000.

A PPC Plan That Gets More Leads At A Lower Cost

If your law firm’s Google Ads campaigns aren’t performing, FirmPilot AI can provide the automation and optimization tools you need to turn things around. From improving your SEO to refining your ad groups, increasing your Ad Quality Score, and enhancing your ad copy, these strategies can drive better results and save your firm thousands of dollars each month.

Stop wasting money on inefficient campaigns. Fix your PPC with FirmPilot AI and start getting the leads your law firm deserves.