For consumer law firms, Pay-Per-Click (PPC) campaigns are the digital marketing holy grail of client acquisition. Get it right, and you can attract new leads with a lower cost-per-acquisition (CPA). 

But with the rising cost of law-related keywords — not to mention fierce competition — generating leads through Google Ads is hard no matter what you offer.

This is why PPC is such an important channel for law firms, and also why it’s so competitive. So, how do you execute a PPC campaign that attracts your ideal leads while maintaining a healthy ROI?

In this guide, you’ll learn six crucial techniques your Google Ads campaigns must include to succeed in the competitive legal landscape, and over a dozen additional pro tips to try once you’re up and running. Once you’ve finished this guide you’ll know exactly how to target and attract the right clients for your law firm.