Law Firm PPC Campaigns

Law Firm PPC For New Cases

Objective: Warner Law Firm
Generate high-quality leads for car accident cases, slip and falls, dog bites, and medical malpractice across all office locations. The campaign will target Phoenix, Tucson, Albuquerque (New Mexico), Los Angeles, and Denver, leveraging geo-targeting and practice-specific ad groups to maximize ROI.

At Ad Web Designs, we believe the foundation of a successful PPC campaign lies in a well-organized structure tailored to your business goals and services. For Warner Law Firm, with its focus on car accidents, slip and falls, dog bites, and medical malpractice across multiple locations, a strategic and segmented PPC campaign structure will maximize results and ensure measurable ROI.

Components of an Ideal PPC Campaign Structure

Campaign-Level Segmentation by Location
- Create separate campaigns for each city where Warner Law Firm operates: Phoenix, Tucson, New Mexico, Los Angeles, and Denver.
- Why? Different markets have unique search trends, competition levels, and CPCs. Localized campaigns allow tailored budget allocation and messaging.
Ad Group Segmentation by Practice Area
Within each location campaign, create ad groups for specific practice areas:
- Car Accidents (e.g., “car accident lawyer Phoenix”)
- Slip and Falls (e.g., “slip and fall attorney Denver”)
- Dog Bites (e.g., “dog bite lawyer Los Angeles”)
- Medical Malpractice (e.g., “medical malpractice attorney Tucson”)
Why? Ad groups enable tightly focused keywords and ad copy, improving Quality Scores and lowering CPCs.
Targeted Keyword Lists
- Use a mix of exact match, phrase match, and broad match keywords to capture intent.
- Example:
  - Exact Match: [car accident lawyer Phoenix] * High Cost CPC
  - Phrase Match: “auto accident attorney near me”
  - Broad Match: car accident lawyer
Custom Ad Copy for Each Ad Group
- Write compelling, practice-specific ad copy for each ad group. Include location and service-specific keywords.
- Example for Car Accidents:
  “Injured in a Car Accident? Phoenix’s Top Lawyers Can Help. Free Consultations. Call Today!”
Landing Pages Matched to Each Ad Group
- Each ad group should lead to a unique landing page specific to the practice area and location.
- Example: A Phoenix car accident ad directs users to a page focused on car accident legal services in Phoenix.
Conversion Tracking and Analytics Setup
- Use Google Ads and Google Analytics to track conversions (e.g., form submissions, phone calls, live chat initiations).
- Set up location-specific and practice-specific conversion tracking to measure ROI for each segment.

Law Firm PPC Campaigns & ROI

Granular Insights
- With campaigns segmented by location and ad groups segmented by practice area, you can easily identify which regions and services deliver the highest ROI.
- Example: A campaign for “Car Accidents in Phoenix” might show a 15% conversion rate, while “Medical Malpractice in Tucson” could be at 10%.
Precise Budget Allocation
- By analyzing performance at the campaign and ad group levels, you can allocate more budget to high-performing areas and reduce spend on underperforming ones.
- Example: Shift budget from underperforming dog bite ads in New Mexico to high-performing car accident ads in Denver.
Improved Ad Quality Scores
- Tight ad group and keyword alignment improve Quality Scores, leading to lower CPCs and higher ad placements.
- Example: A well-structured ad group for “slip and fall attorney Los Angeles” can lower CPC by 15% while maintaining traffic volume.
Clearer ROI Measurement
- By tracking conversions per campaign and ad group, ROI can be calculated for each practice area and location.
- Formula: $Spend×100\text{ROI} = \frac{\text{Revenue from Conversions} – \text{Ad Spend}}{\text{Ad Spend}} \times 100$
- Example:
  - Revenue: $100,000 from 10 car accident leads in Phoenix
  - Ad Spend: $8,000
  - ROI: $100,000−8,0008,000×100=1150%\frac{100,000 – 8,000}{8,000} \times 100 = 1150\%$
Adaptability for Incremental Testing
- The structure allows for incremental testing of keywords, ad copy, and bidding strategies.
- Example: Test different ad headlines for “slip and fall lawyer Denver” to see which generates more leads and adjust accordingly.

Remarketing Campaigns:

Target users who visited the landing pages but didn’t convert.

A/B Testing:

Test different headlines, descriptions, and CTAs to maximize click-through and conversion rates.

Geo-Targeting:

Use radius targeting to capture leads near each office location.

Dayparting:

Run ads during business hours to ensure immediate response to inquiries.

Each of these methods is tailored to meet specific business needs, industry requirements, and audience preferences, making them crucial in effective online lead generation strategies.

Law Firm Example PPC Prices

Estimated CPC by Practice Type and Location

Practice Type	Phoenix	Tucson	New Mexico	Los Angeles	Denver
Car Accidents	$75	$60	$50	$120	$85
Slip and Falls	$50	$40	$35	$90	$65
Dog Bites	$40	$35	$30	$80	$55
Medical Malpractice	$100	$80	$70	$150	$110

Budget Allocation

Allocate 50% of the budget to car accident cases, as they are the firm’s primary focus.
The remaining 50% will be split among slip and falls (20%), dog bites (15%), and medical malpractice (15%).

Example Monthly Budget:

Total: $25,000
- Car Accidents: $12,500
- Slip and Falls: $5,000
- Dog Bites: $3,750
- Medical Malpractice: $3,750

602.690.0442

Monday – Friday:
9:00 am - 5:00 pm

Incremental Bidding in PPC Campaigns

Incremental bidding is a strategy that involves gradually adjusting bids on keywords, ad placements, and targeting criteria to optimize ROI. The goal is to identify the sweet spot where the cost per click (CPC) aligns with the conversion rate to maximize return on ad spend (ROAS).

For a law firm like Warner Law Firm, incremental bidding is particularly valuable because:

Legal PPC keywords are highly competitive and expensive.
Incremental adjustments allow fine-tuning without overspending.
It ensures focus on high-intent keywords and audiences, improving ROI.

Example of Incremental Bidding Strategy for Warner Law Firm

Scenario: Phoenix Car Accident Campaign

Initial Setup:
- Budget: $10,000/month
- Target CPC: $75
- Conversion Rate (Baseline): 10%
- Average Revenue per Case: $12,000

Step 1: Start with Controlled Bids on High-Intent Keywords

Example Keywords:

[car accident lawyer phoenix] (Exact Match, CPC $75)
“auto accident attorney near me” (Phrase Match, CPC $70)
car accident lawyer (Broad Match CPC $65)

Initial Results (First 2 Weeks):

Clicks: 200
Conversions: 20 (10% conversion rate)
Cost: $200 \times 75 = 15,000$
Revenue: $20 \times 12,000 = 240,000$
ROI: $240,000−15,00015,000×100=1500%\frac{240,000 – 15,000}{15,000} \times 100 = 1500\%$

Step 2: Identify Top-Performing Keywords

Using Google Ads data, identify:

Keywords with higher-than-average conversion rates.
- Example: [car accident lawyer phoenix] has a 15% conversion rate.
Keywords with lower CPC but strong performance.
- Example: car accident lawyer CPC dropped to $60 after optimizations.

Action: Increase Bids on Top-Performing Keywords

[car accident lawyer phoenix]: Increase CPC to $80.
car accident lawyer: Increase CPC to $70.

Step 3: Reduce Bids on Underperforming Keywords

Example: “auto injury attorney near me” has a 7% conversion rate.
Action: Decrease CPC from $70 to $60.

Step 4: Adjust Bids by Time and Location

Time-Based Adjustments: Analyze conversion data by hour.
- Example: Higher conversions from 10 AM–6 PM.
- Action: Increase bids by 20% during peak hours.
Geo-Targeting Adjustments: Focus on high-performing ZIP codes in Phoenix.
- Action: Increase bids by 15% in ZIP codes with higher conversion rates.

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Law Firm PPC For New Cases

Components of an Ideal PPC Campaign Structure