7 Things to Know About PPC Marketing for Law Firms

Running a law firm is a balancing act. You're busy with legal work, but you also need to find new clients. You want to focus fully on your current cases, but you also know that without marketing, your pipeline may dry up.

And when it comes to spending money on advertising? You believe “it takes money to make money,” but it’s easy to worry about overspending.

If that sounds like you, you’re not alone and you're in the right place. In this blog, we’ll break down 7 key things to know about PPC marketing for law firms. And don’t worry if you’re new to this PPC might sound technical, but we’ll explain it in a simple, clear way.

What is PPC Marketing?

PPC stands for Pay-Per-Click. That means you only pay when someone actually clicks on your ad.

There are different kinds of PPC ads:

• Search Ads: Like Google Ads. These show up when someone searches on Google.
• Social Media Ads: Ads on Facebook, Instagram, or LinkedIn.
• Display Ads: Banner ads on websites.

In this article, we’ll focus on Google Ads, which are part of search engine marketing.

Why Should Law Firms Use PPC?

Here’s why PPC is a smart marketing tool:

1. Fast Results – You can start getting leads right away.
2. Higher Conversion Rates – More people call your office compared to SEO leads.
3. Better Lead Quality – Often better than using lead generation websites.
4. Google Wants You to Succeed – 97% of its revenue comes from ads, so they help small firms grow.
5. You Can Target Specific People – By age, income, gender, location, and more.
6. Filter Out Free Seekers – Use “negative keywords” to avoid people searching for “free legal help.”

7 Things to Know About Using PPC

1. Cost Per Lead Isn’t Everything

It’s easy to focus only on how much each lead costs. But it’s more important to look at lead quality and how much a typical case brings in. A cheaper lead isn’t always better.

2. Be Ready to Answer the Phone

Once leads start coming in, make sure your team is ready. Try to pick up the phone within 5 rings. Most legal clients want fast, personal help—especially if they’re stressed.

3. Track What Works

Set up Google Ads and Google Analytics so you can track which ads work and which don’t. If “probate lawyer” ads bring clicks but no clients, stop spending money there. If “how to avoid probate” brings in great leads, use that keyword more.

4. (Bonus!) Learn From Others

Don’t waste time and money repeating mistakes others have already made. Work with professionals who already know what works.

5. PPC Shouldn’t Be a One-Time Thing

PPC ads need to run regularly—especially for high-value cases. Once the system is set up right, keep it going to stay visible to your ideal clients.

6. Be Patient

Don’t judge your ads by daily or weekly results. PPC takes time to fully perform. Review your results monthly or yearly to see the big picture.

7. Test and Experiment

PPC is not a “set it and forget it” game. Regularly test different ads, keywords, and landing pages to see what works best. Experimenting with small changes can lead to bigger gains over time.

Get Expert PPC Help for Your Law Firm

At Oamii Marketing, we specialize in PPC advertising for law firms in West Palm Beach, Florida. Our team helps you:

• Run better ads
• Bring in more quality leads
• Spend your marketing budget wisely
• Improve your law firm’s online presence

We handle everything—from building smart ad campaigns to optimizing your law firm website and SEO.

If you're ready to grow your law firm with expert PPC marketing, Oamii is here for you. Contact us today by calling 561-228-4111 or filling out our online form. Let’s bring in the right clients—together.