Injury lawyers need to slow down. Running PPC ads on Google searches is hands down the best way to get a ton of new clients and cases for your personal injury law firm. But it’s a high-volume, high-cost space, and if you don’t know what you’re doing, that combination can be fatal for your bank account. The best pay-per-click (PPC) advice I have for personal injury attorneys is to slow down, make a game plan, test the PPC waters before you jump in, find out what is going to work for your specific situation, and then finally, once you find out what’s going to work for you, jump in full blast and become very aggressive.
It hurts me to say this, but I have seen so many personal injury advertisers rush into Google Ads too fast, blow their budget, and give up. This partially hurts me because I think of all the wasted ad spend, but it hurts me a million times more because of all the wasted opportunity. Law firms can stand to lose an initial marketing budget here or there. You’ll survive. But wasting the opportunity that Google Ads provides, and the hundreds and thousands of new clients it can bring to you over the course of your career, I just don’t even have any words for how downright awful that is. Other law firms are going to get those cases, other law firms are going to grow and prosper, and you’ll be sitting there with no cases, no clients, and eventually no money.
So the point is you’ve got to figure out a way to win on PPC, to win on Google Ads. Search, Google, PPC… it’s not going anywhere. Google searches are going to be the dominant way injury victims find a law firm to hire for decades to come. And winning on search is very attainable. I know and work for personal injury lawyers all across the United States who are winning on search, dominating their markets, and getting hundreds of new personal injury clients each month. Running profitable PPC campaigns is doable, and running huge, profitable PPC campaigns at scale, that bring in hundreds of cases each month, is doable as well.
But nothing happens overnight. Even though you can turn on a new PPC campaign and start running ads in minutes, it takes weeks and months to really fine tune a campaign and figure out what’s going to work for a specific advertiser. Figuring out how to get great PPC results takes a little bit of time. It requires some patience.
Too many times I’ve seen injury lawyers load up a PPC campaign, come in firing too hot, and blow through thousands of dollars during the first month and then give up. It’s shameful. Not only do they lose the money they misspent during the first month, they also miss out on the thousands of cases the search campaign could have brought into their law firm over the coming years.
So how do you do it right? What’s the proper way to launch a PPC campaign?
It’s a simple process.
1. Start small – Start with a small budget. You can always grow your budget later. It’s extremely easy to grow your budget. It takes less than five minutes
2. Figure out what works – This is the most interesting part of a PPC campaign. The experimental phase. Topics, keywords, and strategies perform differently for different advertisers. You’ve got to determine what keyword topics you want to show up on, what position you want to show up in, how much you want to bid, how to increase your conversion rate, what time to run the ads, etc. There’s a lot that goes into it.
3. Scale – First, figure out what’s going to work for your unique situation, then it’s time to scale. Once you figure out how to get a profitable cost per case from your PPC campaign, your job as an entrepreneur is to scale the campaign and make the most profit possible while the strategy is working.
Google Ads and PPC works amazing for personal injury lawyers. It is hands down the best way for personal injury lawyers to get new clients. But it takes patience and time to figure out what’s going to work well for your unique situation. Don’t lose all your budget and get frustrated and quit. Quitting PPC is the worst business decision you’ll ever make. Instead, start small, figure out what works, and then scale and make a ton of money. That’s the winning mindset for PPC campaigns, and that’s the best advice I have for personal injury attorneys.