PPC vs. SEO for Employment Law Firms: Know the Benefits and Limitations of Each Marketing Strategy

While some firms may enjoy more permanent relationships with their clients, many types of law necessitate a constant stream of new clients to maintain a full caseload. One of the most effective ways of finding new prospects is through online marketing, with a strong focus on inbound marketing.

If you’ve spent a lot of time designing and structuring the best website, you also need to make sure that your site is visible, or it will do you little good as a promotional tool. If it’s stuck on the third page of a Google search result, all your hard work will have been for nothing.

The solution is to focus on visibility, either through paid or organic search–or a combination of both. Each marketing strategy has its benefits and drawbacks, and knowing the ins and outs of each can help you choose the best one for your situation.

What is Pay-Per-Click (PPC) Advertising?

Pay-per-click advertising consists of paying search engines for premium space and ranking privilege when people search for specific keywords related to your business. Another type of PPAC pays platforms like Facebook to place your ads on social media feeds of targeted demographic groups.

In the case of Google Ads, you place a bid on each particular keyword and negotiate a price per click. When someone searches for that keyword, your ad will show up at the top of the page, and you will only pay Google if a person clicks on that ad through to your website. If the person ignores the ad, you don’t have to pay anything.

How much you pay for a keyword, and the chances of displaying your ad, will depend upon several factors. These include the quality score of your landing page, the quality of your ad copy, and the keyword’s popularity.

PPC ads are excellent at generating immediate interest in your law firm but at a high monetary cost. If you decide to invest in a law firm PPC campaign, you’ll need to carefully consider the quality of your landing pages, your conversion rate, as well as which keywords you need to bid on for the best results.

PPC for law firms tends to be an expensive proposition, as law-based keywords like “attorney” tend to be some of the most costly on the Google Ads platform. Your firm may see an increase in traffic but a revenue loss due to these high costs and low ROI. However, pay-per-click is an excellent way to boost awareness of your firm quickly.

What is Search Engine Optimization (SEO)?

Search engines use an algorithm to decide how to display websites for a particular search. SEO is based on understanding the algorithm and tailoring your website architecture and content to rank as high on non-paid (organic) search results as possible.

SEO is a long-term strategy that can generate a large amount of traffic and produce plenty of potential clients. Unlike paid search ads, organic searches are free, making SEO an appealing option for any legal firm looking to expand its client base. However, SEO is slow to have an impact, so you’ll experience delayed gratification.

Combining PPC and SEO for Maximum Results for Your Law Firm

SEO and PPC aren’t mutually exclusive, and when used together, they can produce significant increases in website traffic and revenue. PPC is an excellent short-term option, especially for the law firm that hasn’t established itself yet, while SEO encourages sustainable long-term growth.

Need help? At Clicks Geek, we will be happy to use our expertise to manage your employment attorney marketing strategy. Call us today at 917-310-1597 to find out how we can help grow your firm.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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