PPC Management

Paid search for attorneys on Google and Bing is extremely competitive, but for very good reason! As the SERP (search engine results page) continues to become more and more top-heavy with paid ads, PPC advertising is one of the best ways to capture new clients online. In recent years, the number of paid ads relative to organic results on the SERP has dramatically increased. Combined with the fact that most traffic now comes from mobile devices (and much smaller screens), organic visibility has decreased for many law firms. Thus, a diversified marketing strategy, including PPC, is critical for long-term success.

Justia provides both Google Ads and Microsoft Advertising (formerly Bing Ads PPC) setup and management.

Advertising purchased from Google appears in its search results, while Microsoft Advertising powers the ads in Bing search results. While Bing attracts a smaller audience than Google, Microsoft Advertising still offers effective marketing opportunities.

Targeting your ads to the correct audiences and locations is one of the most crucial aspects of running a successful campaign. We can target by location, device, age, gender, and other demographic attributes. In addition, ads can be scheduled to run on certain days of the week or within certain hours of the day.

No lawyer wants to pay for spam clicks from bots or others on their PPC ads. At Justia, we make the most of your budget. We will monitor your clicks with advanced machine learning algorithms, which will separate real potential clients from fraudulent clickers and bots that look to deplete your budget. The algorithm digests hundreds of fraud signals and knows how to accurately differentiate innocent clicks from click fraud.

Optimizing each landing page’s content and layout increases client contact conversions and maximizes the value of the clicks. Conversion rates on PPC ads increase when the landing pages are customized to the ad copy and designed to make it easy for visitors to contact the law firm. The more relevant these pages are to the search query, the more likely they are to capture the conversion. We create the PPC campaigns so that each ad group leads to a relevant landing page, thereby increasing the likelihood of visitors contacting the law firm.