If your law firm uses Google PPC (pay-per-click) advertising for lead generation, then you must read Dustin Ruge’s excellent LinkedIn article entitled 78 of the Top 100 Most Expensive PPC Terms are Legal to see if you’re getting your money’s worth.

Dustin, the author of THE TOP 20%: Why 80% of small businesses fail at sales and marketing and how you can succeed, specializes in sales, marketing and business strategy. In his article, he walks you through the calculations you need to be making to determine your PPC ROI and makes many compelling observations about how many attorneys are throwing their money away on PPC by not employing good lead conversions techniques.

If you are in one of the 78 most expensive PPC legal categories below, then you need to deploy every trick in the lead conversion book to make your investment pay. You need to:

  • Have a dedicated landing page designed to convert clicks to leads (landing pages can convert up to 500% better than if you drive traffic to your website page).
  • Feature video on your PPC landing page (landing pages with video have a 32-80% higher conversion rate than those without).
  • Your landing page must be optimized for mobile with easy-to-follow calls to action.
  • Your intake call center must be operational 24/7 — you need live bodies answering the phone at all times!

Paying to Play: Are You Getting Your $’s Worth from Google PPC?