This week I had the opportunity to interview Jacob Baadsgaard, the CEO and founder of Disruptive Advertising, about law firm PPC strategies for my Rothman PPC For Lawyers podcast.
You can get a free PPC proposal from Disruptive on their website. And I recommend following Jacob on Twitter @jakebaadsgaard.
It was a fun and really interesting interview. Anyone who is interested in PPC advertising for law firms will enjoy it, and there’s even a lot of Google Ads information and strategies that can be applied to other industries. You can listen using the player below (or if you prefer to watch I embedded the video at the end of this article) and be sure to subscribe to the show wherever you listen to podcasts.
I invited Jacob on the show because I wanted to get his expert advice about common questions I get from attorneys over and over, such as what should their budget be, should they run ads on Facebook, Google, or both, and do they need to be in the number one position to get good results. We also talked keyword strategy, landing pages, tracking capabilities, and even got into some display contextual ideas. This interview is a must-listen for all law firm PPC advertisers.
Listening back to the episode tonight I actually had an epiphany about Google Ads and PPC and I realized I have been thinking about things incorrectly. I used to think the goal of PPC marketing was to get the most leads for the lowest cost possible for a given budget. It’s a noble goal, and that line of thinking will serve you well. But after hearing one of Jacob’s answers I realized that the ultimate goal of PPC marketing is to get leads profitably and then to spend as much money on marketing as you possibly can, as long as it’s spent profitably.
I realized this when Jacob said something to the effect of “the ultimate differentiator for who succeeds in the market is who can spend the most on marketing.” And of course you can only spend a lot on marketing if you’re doing it profitably and successfully. Light bulb moment. Life changing moment. His discussion of this topic made me realize that the goal of PPC advertising isn’t to get the best cost per lead and the most leads for a given budget. But rather, it’s to get a profitable cost per lead, and then grow your marketing budget and get more leads and take more market share and grow your business. I’ll be expanding on this realization in an upcoming article and video on my YouTube channel.
It was a great opportunity to have Jacob on the show and to be able to interview him about law firm PPC, and I hope you enjoy the episode. Thanks for listening and for sharing the show!