PPC For Lawyers 101
Pay-per-click (PPC) is an important yet often misunderstood and underutilized component of legal marketing campaigns. The term refers to online advertising that pays a host each time a potential client clicks the ad. Businesses pay for each click – no clicks mean no charge for your ad.
While there are many different platforms that offer pay-per-click advertising – Google Ads is undoubtedly the most popular amongst law firms and other companies. After all, Google is where 93% of all online searches happen.
When you initiate a lawyer pay-per-click campaign, you place ads that target search interests. The intent is to channel potential clients through the marketing funnel by engaging them online and driving them to your services.
Pay-per-click for lawyers is the key to finding the right clients at the right time – just when they’re looking for you.
There are three main reasons why PPC marketing campaigns are popular with businesses of all sizes: intentional targeting, immediacy, and measurability.
With a PPC campaign, you get real-time results. This affords law firms the ability to learn more about how potential clients engage with the ad. An initial campaign can serve as a valuable foundation for adjusting future ads and other online marketing efforts.
Cutting through the clutter of online competition for consumers is critical to your firm’s success. PPC can help get your voice heard by strategically leading consumers to your website or app.
Why Should Attorneys Do a PPC Campaign?
Perhaps a better question is: “why not?” The legal market is online-driven. Whether it’s online searches, the use of social media, or other formats linked to a mobile phone, laptop, desktop, or tablet use, people are connecting with service providers – including lawyers – online.
Society’s need for instant information is a key reason for launching a PPC campaign. Fast search results that target users’ needs are imperative for connecting them with your services.
On Google, PPC ads show up at the very top of search result pages. That means that a properly designed Google ad will put you right at the top of a SERP when a potential client searches for one of your keywords – above the local 3-pack and any organic results.
This means that you get your brand out there and capture the user’s attention from the start. And, since it’s a pay-per-click ad, there’s no cost to you unless that user clicks through to visit your website (or landing page, which we’ll discuss later).
The bottom line is that a properly designed PPC campaign will benefit a law firm. A confusing or poor ad that misses the target audience does no one any good. Legal marketing is complex and important for firm profits and client justice. Conveying important messages to the injured, wronged, or criminally charged online requires a strategic plan for optimizing performance.
PPC for Attorneys: How Much Does it Cost?
The actual cost of your PPC campaign depends upon a variety of factors. Among these factors are your ad’s commercial intent and the success of your bid for keyword use.
Some keywords cost more per click than other words. For example, the keyword “lawyer” is a highly competitive keyword that can average more than $54 per click.
Here are some other keyword examples and their average value:
The high cost of law firm keywords illustrates the competitive environment for legal searches online. However, attorneys can rely on PPC for maximum ROI.
Here’s why – on Google, there are:
- Searches per second: 63,000
- Searches per minute: 3.8 million
- Searches per hour: 228 million
- Searches per day: 5.5 million
These astonishing numbers are estimates and may underrepresent the volume of Google searches. In order to make the most of your law firm PPC campaign – and have your ad show up when it matters most – you’ll need to make sure you get the keywords right.
Selecting prime keywords requires a strategy aimed at building your potential client database balanced with your budget.
There is no “one and done” campaign for optimal results. Instead, consistency and constantly refining your campaign will yield the most leads and return on your investment.
How Can I Make the Most of My PPC Budget and Not Burn Through Cash?
With a PPC campaign, you control how much money you want to spend. Even if you’re not in a super-competitive market, it still might take quite a bit of cash to optimize your Google ads and get a quality return on your investment.
That doesn’t mean you have to throw dollar after dollar at your PPC ads to get the results you want.
Here are a few ways to reduce your costs, get the most mileage out of your budget, and still have your ads show up when it matters most:
- Use exact match and phrase match keywords to really tailor the focus of your campaign and limit the number of clicks from people who aren’t interested in finding a lawyer
- Schedule your ad to run when your target audience is most likely to see it
- Limit your ad’s reach to a very specific geographic area
- Consider limiting the scope of your ad’s reach by demographic information like age, income level, or marital status
- Do great keyword research and be confident that you’re choosing the best phrases and terms to drive traffic to your site at the right price point for you.
Now, here’s what you need to know to accomplish what we’ve just discussed.
Keywords: The Foundation of Google PPC for Lawyers
PPC is based on keyword search terms. Think about what a user would type into a search engine to find your services.
For legal queries, specific wording might include:
- Car accident lawyer near me
- Birth injury attorney in Los Angeles
- Miami truck accident lawyer
- Slip and fall lawyer Chicago
The keywords in this list are examples of the types of legal help the searcher needs. The location indicates the geographical area where they want to find the services. Strategic use of keywords relating to the services you provide helps build your PPC campaign.
How Does Google Decide Which PPC Ads to Display on a SERP?
Platforms like Google Ads use an auction for businesses wanting to secure the best ad spot possible. Paid search spots based upon keyword searches are valuable when it comes to PPC advertising.
However, this isn’t the type of auction you have to be present for. It’s an almost instantaneous process that happens in the split second between when a search is entered and results are shown. In that split second, Google combs through the thousands of ads that could potentially be shown on the search engine results page (SERP).
How does it choose which ad(s) will appear?
The most influential factors in this auction process include:
- Bid: how much you’ve indicated you’re willing to pay to have your ad appear.
- Ad Quality: just because your bid is high doesn’t mean you’ll definitely win the auction; remember, Google prioritizes the ‘best’ and ‘most helpful’ information.
- Projected Impact: If you’ve optimized your ad, included extensions, and created something really compelling, that will weigh heavily in your favor.
So, even if you don’t have a huge budget for your PPC campaign, you can still perform well. The auction process takes many things – including your bid – into consideration.
How to Use Keywords to Move Up the SERP
A search engine results page (SERP) is what appears after a user performs a Google search. Your law firm’s presence on this page is vital to consumers finding you, and ranking on the page is how a PPC campaign can help you.
Here’s an example. You have two users searching for the same topic of “Florida accident attorney.” Both users may see different SERP results. This is because Google personalizes the search based upon the user.
There are four primary components of a user’s SERP:
- Sponsored results: Text ads, shopping results, or a Google Ad
- Organic listing: Unpaid listings based upon the search
- Rich features: A visual layer or multiple layers, such as snippets, based on what Google thinks is relevant content
- Google knowledge panels: Content on the right side of the page that offers snippets of information.
PPC ads appear at the top and bottom of a SERP with the word “ad” on the upper left side. Google Ads are big business, with ads representing roughly 71 percent of Google’s income.
Google bases ads on a searcher’s intent. If the search is for goods or services, Google will then start an immediate ad auction. Your firm’s PPC campaign budget sets the maximum cost per click (CPC) you will pay.
Beware of Keyword Stuffing
When you create a PPC ad, you’re going to have to come up with text to accompany it. As you do this, it’s important to include relevant keywords. Keywords are vital to your success, but they can also be your most common pitfall. Avoid the habit of keyword stuffing.
Your firm might offer various legal services, from criminal defense to personal injury and wrongful death representation. Cramming all of those terms in your ad copy and PPC campaign can weigh it down. In fact, your ad performance may sink on Google and other search engine platforms.
The thing is – one PPC ad can’t do it all. You definitely don’t want to stuff multiple keywords into one Google ad. Instead, optimize your project with a multi-ad PPC campaign. This allows you to tailor your ad and target the audience you want to reach with a specific message.
Online consumers feel overwhelmed by multiple messages and constant competition for their attention. Consumers are poor in time and rich in choices.
Instead, write the copy for humans and work in your keywords naturally. Identify the keywords that work best for your marketing goals and ones that will catch the user’s attention. Using keywords that address the ageless consumer question of “what’s in it for me?” will streamline your PPC campaign.
How can you know if you’ve added too many keywords or “stuffed” your PPC ad to your detriment?
PRO TIP: Check to see what copy your competitors are using. If they’ve been doing AdWords for a while, it’s safe to assume that the copy they use is working. Don’t be afraid to look in different markets for the same practice area you’re targeting with your campaign for inspiration.
Take Your Online Marketing Reach Further With PPC Marketing For Law Firms
PPC campaigns can be fine-tuned to target more than just people in a certain geographical area.
You can also have your campaigns adjusted to target:
- The type of device a user conducts a search on, or
- Demographics, including education level, marital status, and income.
Deciding how to segment your PPC campaign is vital to your success. The ability to market your firm’s PPC to a specific audience can help you narrow campaigns to keywords that searchers find.
The true reach of your PPC campaign may surprise you. With the help of segmentation, your PPC campaign will produce high-quality leads.
How to Start a Google PPC Ad Campaign
So, you’ve decided that you want to start running PPC ads to supplement your law firm SEO campaign. Great!
Here’s a step-by-step guide to help you get your Google Ads up, running, and optimized:
Create a New Campaign & Choose a Goal
Create and sign into your Google Adwords account. Open your campaign dashboard and click on the “+ New Campaign” button.
Once you’ve begun the process of starting a new campaign, you’ll have to choose a goal. This is where you indicate the purpose behind your PPC campaign. Options include expanding your brand awareness, ramping up website traffic, or increasing sales or leads. Most law firm PPC campaigns are designed to increase legitimate leads or sales.
“Sales” and “leads” are the best bets for law firms trying to get potential clients to reach out for help.
Decide What Type of PPC Campaign You Want
There are different ways your Google Ads can show up on websites. You’ll have to indicate where you want your law firm ads to appear for potential clients to see.
Choose “Search” so that your Google Ad shows up on SERPs when users enter relevant keywords. Other options include image or video ads that appear on websites, Google, and their different brands.
Once you’ve selected how you want your ads to appear, you’ll have to tell Google how you want people directed to you.
You can have people who click on your ad sent directly to your website and/or connected to your office with a phone call.
Pro Tip: Your Google Ads campaign will default to “display” mode. This means that, unless you physically uncheck a box and decline to participate, your ads will show up outside of SERPs – and your budget will reflect that if anyone clicks through. To really harness the power of your PPC campaign and maximize your budget, it’s smart to opt out of the Display Network reach.
Customize Your Campaign
Google Ads will run continuously 24 hours a day, 7 days a week, by default. However, you have the ability to control when your ad runs, and for how long.
Google lets you see when people are seeing your PPC ads.
From your dashboard, you can see that your ads get the most traction during your typical work hours (and shortly before and after) when potential clients are most active online. Let’s say you notice there’s a sizable increase in viewers on Tuesday after work hours (relative to other days after work).
In addition to scheduling your ad to run from 8:30 to 5:30, it might also be smart to have your ad active for a few extra hours on Tuesdays. If you notice a bump on Saturday mornings when clients might be active online, it would make sense to activate your ad then, too.
Why would you want to have your PPC ads run during specific times if running them all the time won’t cost you anything? It’s simple: you want to get your ad in front of the right people at the right time. Find out when clients are searching for lawyers or legal advice, and do your best to get your ad in front of them. It might not necessarily impact how much you spend, but it can be helpful in molding your overall campaign and reach.
Tailor Your Ad Reach
Again, you want to get your ad in front of the right people. You want people clicking on your ad to be genuinely interested in finding an attorney for help with a legal problem.
For most practicing attorneys, this means that you’ll want to reach people who are typically in a certain geographic area. As you design your PPC campaign, you can tell Google what kind of audience you want to see your ad.
First, start by narrowing the scope of your ad to individuals in your desired geographic area. You can set the limit to a specific city or set a more specific search radius.
For instance, if you have a personal injury law firm in Denver, CO, you could tell Google that you only want your PPC ad to show up for users within a 5-mile radius of your law firm’s office. Alternatively, you can have the search radius coordinated with the information on your GMB profile.
Then, dictate whether you want your ad to show up for people who are regularly within your identified location, people who show interest in your identified location, or both. Chances are, you’ll want to limit your ad reach to people who are in your defined geographic parameters on a regular basis. You don’t need to show up on SERPs for people who are thinking about moving to Denver or are conducting legal research about the area with no intent to hire a lawyer.
You can also exclude certain geographic areas from your search. This might be relevant if you practice in a city like New York – but only concentrate on certain boroughs.
Do you serve clients who speak languages other than English? Consider adding those languages to your Google ad campaign.
You’ll increase your reach to people with browsers set to deliver results in languages other than English.
Sculpt Your Audience
You can further optimize your PPC campaign by telling Google who you want to target in your specific geographic area.
Do you typically provide legal services to women more than men? Are your clients typically high school graduates, or do they tend to have degrees from institutions of higher education? Does your firm do more work with married clients with children, or are they single and on their own? Do your clients usually work for large companies or mom-and-pop operations?
You can filter your audience based on these – and other – variables.
Alternatively, you can create a customized audience in Google Analytics based on how people have interacted with your firm’s website in the past.
You’re clearly on their mind (or, at the least, you’re on their radar) – so use a targeted PPC ad to really drive home the idea that you’re the best solution for their problem.
Set Up a Budget and Bidding Strategy
With a PPC campaign, you set a budget, so you’re ultimately in charge of how much you spend. In your dashboard, you’ll tell Google how much you want to spend on average each day.
How can you know how much money your firm should set aside for a Google Ads campaign? You might worry that you won’t be competitive if you don’t budget enough or that you’ll burn through cash if you set the ceiling too low.
Think about the average cost per click for your targeted keywords. Let’s say that you run a personal injury law firm in NYC. You want to run a PPC ad to increase the number of leads you get from crash victims. Run a quick search, and you’ll find that the CPC (“cost per click”) in NYC for the keyword “car accident lawyer” is $158.02. It’s a high-volume keyword – so the cost (and competition) will be high.
Use this figure in calculating your budget. Say you want to get 3 clicks a day from prospective clients. That means you’d have to have an average daily budget of at least $475. It doesn’t mean that you will definitely spend $475 every day – it simply means that Google will multiply your daily budget by the number of days in a given month and calculate your monthly ad spend.
Some days your budget might exceed this amount, other days it might be lower (or even nothing).
Your ad will run throughout the month up until your monthly spend has been exhausted.
What if you’re a small firm that can’t set aside that much cash for a PPC campaign? Check out other competitive keywords that might get you similar results.
If we filter the keywords for a ranking NYC personal injury law firm, we’ll see that, after “car accident lawyer,” the terms “car wreck lawyer,” “car accident lawyer NYC,” “new york car accident lawyer,” and “car accident attorney new york city” have decent search volumes, and the CPC is much lower.
Consider targeting these phrases and excluding searches (with negative keywords) for the exact phrase “car accident lawyer” to keep costs low.
Now, it’s not enough to just set a budget. You’ll need to tell Google how to apply that budget to the auction process.
Do you want your budget to be applied to:
- Maximize the number of conversions your ad gets you
- Get you clicks and increase traffic to your website
- Optimize your impression share – which means getting your ad to appear more often than your competitors’.
Impression Share (IS) can help personal injury lawyers because, oftentimes, the good lead goes to the law firm that gets the phone call. By using Impression Share, you can bid to be the first ad.
IMPORTANT: Using IS in PI can get very expensive. Use it cautiously and keep a close eye on your campaign.
As you grow more comfortable with Google Ads, you can opt to do manual bidding – and increase the number of options available to you for the auction process.
Choose Your Keywords and Create Ad Groups
The next step will be to indicate which keywords you want your PPC campaign to target. Remember, you want to keep your campaign narrowly tailored – and the keywords you choose will have a huge impact on how successful your project will be. So, create different ad groups and keep your topics separate. If you’re a PI firm, put your wrongful death keywords in a distinct group from your accident phrases.
Google gives you the opportunity to plug in a competitor’s URL and identify relevant keywords for your type of ad.
Alternatively, you can enter your primary keyword – the type of traffic you really want to capture – and see related phrases and search items.
Let’s say you also want to target families who have lost a loved one in a fatal accident. You can create another ad group for “wrongful death” keywords.
You’ll also notice that you have the ability to refine your ad by telling Google how it should use your keywords.
Phrase Match: Putting quotation marks around your keyword or phrase will indicate that you want to appear in ads when that phrase is part of a user’s inquiry. Let’s say someone searches for “best wrongful death attorney nyc.”
In the ad group above, you’ll notice that we’ve indicated that we want to appear in searches that contain the phrase “wrongful death attorney nyc.” So, the connected ad should be part of the auction process and, if all goes well, appear at the top of the SERP.
Exact Match: You can be even more restrictive and tell Google that you only want to appear when users enter very specific terms or phrases – with no extraneous text. In the ad group above, you’ll see that wrongful death lawyer new york city is in brackets.
This means that the ad will only appear when that exact phrase is entered (unless, of course, another keyword makes the ad relevant). While a spelling error can impact keyword search results, Google allows for search variants, such as plural or misspelled keywords. Search engines are pretty good at determining searcher intent and meaning.
Broad Match: Any keywords not manipulated will fall under the category of “broad match.” Any searches that are even tangentially related to your ad might cause it to show up. This means that there’s a high potential for clicks from people who aren’t necessarily on the hunt for legal representation – and money not well spent as part of your PPC campaign.
You can also tell Google when you don’t want your ad to appear. How? By using negative keywords. Let’s say you only practice in the five boroughs of New York City and parts of the state in close proximity to Manhattan. You don’t handle cases in upstate New York or even far out in Westchester County. You’d rather not show up in generic searches for “new york wrongful death lawyer.”
Make a keyword negative by putting a “-” at the front. It’s that simple. You’ll tell Google, “Hey, I’m not interested in having my ad show up when people are searching for this.”
Be careful with negative keywords. In the above example – which is used to illustrate what a negative keyword looks like – you’ll see that the phrase match for “new york wrongful death lawyer” is negative. This means that if someone tacks on a more specific geographic indicator at the end of that phrase – like Manhattan, Brooklyn, or Queens – your ad won’t appear.
The bottom line? Take the time to carefully consider your keywords and determine when you really want – and don’t want – your ad to appear after a user conducts a search.
Create Your Ads
Finally, it’s time to create your ads! Best practices involve creating at least three different variations of the same ad for each ad group.
This will involve:
- Providing the URL where users will be directed when they click on your ad
- Creating headlines (max 30 characters)
- Devising descriptions (max 90 characters)
If you’ve opted to add extensions, they’ll show up on your ad preview, too. Consider adding in extensions – like your phone number, links to a free consultation, or other helpful info – to boost your clickthrough rate by 15%.
As you build your ad, Google will rate it. If your ad score isn’t great, you can use Google’s guide for assessing the quality of your keywords, the strength of your ad text, and other metrics that could help you increase ad quality and performance.
If you’re really stuck, you can always check out what top-performing ads for your desired keyword(s) look like using Google’s Ad Preview and Diagnostic tool. Enter a keyword and you’ll see which ads Google thinks are most relevant and helpful to the search. Then, keep that in mind as you build your Google Ad campaign.
Submit Your Ad and Track Performance
Once you’re satisfied with your Google Ad, submit it for approval. Once it’s live, you’ll be able to track its performance on your Google Ads dashboard. There, you’ll have a front-row seat to things like impressions, clicks, conversions, and cost.
Three Secrets to Successful PPC For Law Firms and Attorneys
Want to make your Google Ads campaign a success? The following PPC tips will help you get the most out of your marketing efforts and set you up to get the ROI you deserve.
PPC Tip #1: Follow the Rules
Google only allows one text ad per website to appear in search results. Establishing several accounts to improve search results violates Google policy. Open one account and manage it well.
Adhering to the rules of Google advertising is a must. Businesses cannot fool this tech giant.
Never take your eyes off the ultimate prize of conversion. Marketing to a potential client in the decision-making process of their legal journey is how a PPC campaign can help you.
Maintaining one account is just one example of why following Google’s rules matters. A possible violation may prevent you from ever conducting a PPC campaign again —causing you to lose valuable placement and potential clients.
PPC Tip #2: Optimize Your Website
All digital marketing roads lead to a law firm’s website. Maintaining a website with relevant, engaging, and educational content is critical for obtaining clients. An outdated website can drive consumers to the competition.
However, a beautiful website is useless if clients in need of your legal services can’t find it. As with PPC campaigns, a website must contain keywords that relate to the searcher’s intent. Other components of website success when it comes to searches are links and content.
There are three important components of a law firm website: click-through rate, bounce rate, and time spent on site.
Google Analytics provides an inside look at how users interact with your site. The data serves as detailed information regarding the metrics listed above and more. This important source of information is something that should currently exist on your website.
Review your website for its mobile experience, bad links, and page speed. Update important data such as staff bios, contact information, and relevant images. Ensuring that your website is user-friendly requires a commitment to regular site maintenance and fresh content, including strategic keywords.
PPC campaigns and the click-through rate of your ad are successful if they drive consumers to the information they want. If the PPC campaign fails to produce the results you desire, it may require revisiting your website design. When a PPC campaign works hand-in-hand with your website, it is a winning combination.
Consider a Dedicated Landing Page for Your Law Firm PPC Campaign
If you want to further customize your PPC campaign, consider creating a dedicated landing page. So, rather than having your Google ad direct users to your firm’s homepage or car accident page, you funnel them directly to a sales pitch that’s customized just for them.
When you create a landing page for a PPC campaign, you don’t have to worry about optimizing it for SEO. It’s not meant to rank. So, you don’t have to worry about length or incorporating keywords that might not be super-relevant to the PPC campaign. Instead, you can focus on really selling your brand and legal services to the person who was attracted to your firm because of your paid ad.
You can set typical SEO practices aside and really highlight:
- How long you’ve been in business
- How many years of experience your attorneys have (individually and/or collectively)
- How much money you’ve recovered in other types of similar cases
- Specific case results, when applicable
- Board certification or other specializations
- Honors, awards, and accolades that set you apart from your competitors.
Your PPC landing page can be hyper-focused on selling your brand and designed to convert your paid clicks into real-life clients. Be sure to include several calls to action throughout the page and make sure that it’s easy for the user to connect with you about their problem.
As you can see, there are four ways to contact this Clearwater personal injury law firm on their PPC car accident landing page – and that’s just at the very top. It’s designed to drive potential clients right to their door.
PPC Tip #3: Be Available to Meet With Prospective Clients Within 48 Hours
Someone clicked on your ad because they have a legal problem and think that you might be able to provide the help they need. You’ve paid for their click – so it’s important to convert that click into a paying client.
You can increase the odds of this happening by:
- Responding to calls/inquiries promptly, and
- Making it a priority to meet with the person within 48 hours of when they first contact your law firm.
Show them that you really do put your clients first and can jump into action to help them resolve their legal dilemma. You might just convert a lead into a client – and increase the odds of word-of-mouth referrals that can be a great organic supplement to all of your paid advertising efforts.
PPC Tip #4: Track and Measure
Several metrics aid in tracking and measuring the success of your campaign.
A few examples of these metrics are:
- Impressions: The number of times an ad appeared in search results.
- Clicks: The number of times someone clicked on the ad.
- Click-through rate (CTR): The number of clicks divided by the number of impressions; one of the most important metrics for measuring the success of your campaign.
- Average cost per click (CPC): The average cost per click based upon the number of clicks received.
- Conversion rate: Persons who clicked on your ad and resulted in new clients.
Knowing how well your ad performed will help you move forward with other marketing efforts. Additional PPC campaigns and other types of online marketing are possible to build once you understand the process.
How to Plan a Law Firm PPC Campaign
As with any marketing plan, you must develop a roadmap. Without one, you can waste valuable time and money.
Set terms like PPC and SEO aside and focus on the following:
- Marketing goals: List your firm’s current and future goals.
- Analyze the competition: Identify a few key competitors and note what they do well.
- SWOT statement: Write your firm’s strengths, weaknesses, opportunities, and threats in one sentence.
- Budget: Decide how much you are willing to spend on a PPC campaign with a starting amount and an amount for maintaining the campaign.
- Schedule: Consider how long you want your law firm PPC campaign to run, allowing for flexibility.
- Management and roles: You and your team know the firm best. Decide who leads and who supports.
Building and implementing PPC marketing for attorneys requires dedicated time and attention. Half-hearted marketing attempts at law firm advertising end up wasting money and yielding no results.
Clients who need legal help want to find you. A PPC campaign helps not only you but also those who face criminal charges, who have suffered a personal injury, or who have experienced a wrongful death.
Trusting clients will find you through organic search is risky due to the high-pressure competition for consumer attention. If you are unsure how your competition ranks, perform your own Google search. The top 10 results may help you identify the key areas your law firm needs to improve to rank higher on your next search.
Let LawRank Put PPC to Work For Your Firm Today
The LawRank team works with you to determine how to optimize a PPC campaign for your firm. We are not pushy but rather curious, informative, and dedicated.
We want to design an online marketing plan that includes PPC campaigns and other important types of law firm SEO marketing. Our focus is legal marketing, allowing us to concentrate on marketing efforts that result in new clients for your firm.
With offices in California and New York, we help law firms in both states and throughout the United States. Our experience speaks for itself in our online portfolio.
From PPC campaigns to website design, LawRank can help take your firm to the next level. Contact us today to learn more about how our SEO company for lawyers can help you rank higher and reach further online. We are available 24/7 and ready to start work on a successful PPC campaign for your law firm.