Are you wondering if pay-per-click (PPC) advertising can help you generate more business for your law firm? With the rise of digital marketing and various options, many lawyers are unsure if bankruptcy lawyer PPC is the right channel to invest in.
But fear not, bankruptcy lawyer PPC is a great way to put your firm in front of the right prospects. In this blog, we will discuss how PPC marketing works and specific strategies to improve your bankruptcy law firm’s performance.
How Does PPC Advertising Work for Bankruptcy Lawyers?
Have you seen ads that pop up when you search for something on a search engine like Google or Microsoft Bing? Well, those are PPC ads!
As an advertiser, you can bid on specific keywords related to your business and put yourself in front of people actively searching for your services. These could be keywords like “bankruptcy lawyer near me” or “ch 7 bankruptcy lawyer in los angeles”. The ad will display with the search results, and you will only pay for any clicks made on your ad.
What Affects PPC Performance?
As you craft your PPC strategy and build out your campaign, you will need to consider several factors that affect campaign performance.
- Keyword selection: Your keywords can make or break your campaign. Selecting inappropriate keywords can cost you time and money.
- Ad relevance and quality: Highly relevant ads are more likely to appear higher on search engines. Your ad copy and landing page factor into your ad quality score.
- Bidding strategy & budget: While your budget does not fully dictate your performance, you still need to have a realistic budget in order to see results. Depending on where your bankruptcy law practice is located in the country, the average cost per click may be high.
- Targeting options: Google and Microsoft Bing offer a variety of targeting options to help you reach your ideal prospects. This can help you get the most out of your ad budget spend.
5 Strategies to Improve Your Bankruptcy Lawyer PPC Performance
Generating quality leads from PPC requires a carefully thought-out strategy and campaign plan. Here are five strategies you can use to improve performance, save on ad budget, and generate more clientele.
1. Understand your ideal customer profile.
If you do not know who you are marketing to, how can your campaign be successful?
It’s critical that you truly understand your ideal customer profile before launching any kind of PPC campaign. What are the traits of the people looking to file Ch 7 or Ch 13 bankruptcy? Why would they be looking for a bankruptcy lawyer?
By answering those questions and traits, you can create copy that speaks to your searcher’s pain points. You will be able to identify what search terms your ideal customer uses. It’s also important to know what geographical areas you want to target. This helps create a more targeted campaign, and it saves you money!
Watch my video on how to build a campaign that targets your ideal bankruptcy law clients.
2. Focus on the quality of your conversions.
The bankruptcy law industry has a higher cost per conversion compared to other industries, but that should never deter you. You (or your agency/PPC freelancer) need to focus on producing quality leads and reducing your cost per conversion so that your ads are profitable.
Generating quality leads is tied back to your keyword selection approach and how well your ads can convert clicks into actual form fills or phone calls.
Remember, the amount of ad budget you spend can easily be justified if the leads are high quality!
3. Build a negative keyword list.
In a highly competitive industry, you need to keep a close eye on negative keywords to reduce your cost per conversion. This helps you avoid wasted budget spent on irrelevant clicks. For example, “bankruptcy law” may be a keyword you want to put on your list since it’s too broad of a keyword.
To maintain your list, you will want to look at the search terms people are using to find your ads. If you see a search term with many irrelevant clicks and a low conversion rate, then it might be time to put that term on your negative keyword list.
4. Test, test, test.
A/B testing is critical to high-performing campaigns and higher conversion rates. Common things that PPC advertisers test are ad copy and landing page content. For example, you can test two different landing page styles that have the same content. You can also try pinning one specific headline and description.
It’s important that you only test one item at a time. Testing too many factors at once can produce unreliable data, and you won’t know what changes made a positive or negative impact. It’s also critical that you let the tests run for at least a few weeks so there is enough data to analyze.
5. Create a high-converting landing page.
It’s important to have a high-performing landing page because you are spending a lot of money on the clicks!
In your content, you should convey empathy and address any pain points that clients have when looking for a bankruptcy lawyer. Share more information about your practice’s experience with bankruptcy law and any reviews since it provides credibility.
Call-to-actions are also important. Once someone has arrived on your landing page, you need to tell them what steps they need to take next. This could be calling a phone number or filling out a form. Ideally, you will want to have both on your landing page.
Watch my video on PPC landing page best practices!
Closing Thoughts on Bankruptcy Lawyer PPC Lead Generation
Don’t be intimidated by the high CPC in the bankruptcy law industry, as building a thoughtful campaign based on best practices can help you achieve great results! Every bankruptcy PPC lead generation campaign is unique, so you need to think about your ideal customer profile and targeted geographic areas carefully.
If you are a bankruptcy lawyer looking for lead generation help, contact Level 28 Media for a free discovery call!
Michelle Kop is a marketing consultant and award-winning pay-per-click marketing strategist. She has over 8 years of professional paid advertising experience in Google and Microsoft Ads, with a specialization in lead generation for B2B and B2C companies.
After working in corporate marketing with Fortune Global 500 Brands like Toyota and BP, Michelle founded Level 28 Media, a lead generation micro-agency for small to medium businesses.