3 Keys to PPC Management for Lawyers – and Anyone Bidding on Highly Competitive Terms


Learn the keys to PPC management when bids are high.

When it comes to PPC management in highly competitive markets, such as the legal industry, business owners face unique challenges. Expensive keywords and intense competition make it crucial to adopt effective strategies to ensure a successful PPC campaign. In this article, we will explore three key strategies for PPC management that will help business owners, including lawyers, navigate the complexities of bidding on highly competitive terms.

PPC Management Key 1: Consider Budget & Projected ROI

Establishing a Budget & Projected ROI To begin your PPC strategy, it is essential to establish a realistic budget. In competitive markets like the legal field, a significant investment is often necessary. Experts recommend allocating a monthly PPC budget of at least $30,000 to be competitive in major geographic regions. However, before committing to PPC, carefully evaluate your business strategy, budget, and objectives. Consider whether PPC aligns with your overall goals and if the potential return on investment justifies the cost. Analyze your conversion rates, average cost-per-click, and the lifetime value of a client to determine if the PPC campaign makes financial sense for your business.

As part of BCI’s Legal Marketing Series, Ramirez shared his expert insights in:

PPC Management Key 2: Identify the Optimal Keywords

Identifying the right keywords with keyword research is the backbone of your whole PPC strategy. There are several strategies that you can implement to find the keywords that will help you achieve your goals. Start by using tools like the Google AdWords Keyword Planner to gauge traffic and cost-per-click estimates. Analyze your competitors’ strategies using third-party tools such as SEMRush or Spyfu to gain insights into their keyword choices. Segment your search campaigns based on your website’s architecture to create targeted and relevant ad groups. Additionally, focus on long-tail keywords, as they are often less competitive and more cost-effective. Remember to incorporate geo-qualifiers into your long-tail keywords to capture local search intent. Finally, consider your budget constraints and optimize keyword usage accordingly.

PPC Management Key 3: Be Highly Relevant

Ensuring Relevance To maximize the effectiveness of your PPC campaign, it is crucial to prioritize relevance. Landing page relevance plays a vital role in optimizing your campaign. Ensure that the content on your landing page aligns with the ad copy and the keyword being targeted. This consistency enhances user experience and improves conversion rates. Google rewards relevance, so the closer your landing page matches the ad’s description, the higher your chances of achieving a better ad position. Additionally, when creating ad copy, follow best practices by including the targeted keyword, using compelling call-to-action phrases, and incorporating ad extensions such as call extensions, location extensions, and Sitelinks. These extensions enhance the visibility and effectiveness of your ads, driving higher click-through rates.

Effectively managing PPC campaigns in highly competitive markets requires a strategic approach. By establishing a suitable budget, selecting optimal keywords, and ensuring relevance throughout your campaign, you can improve your chances of success. Remember to regularly monitor and analyze your campaign’s performance, making necessary adjustments to optimize your results. With the right strategies and a continuous focus on improving your PPC management, you can navigate the challenges of bidding on highly competitive terms and achieve your business goals.

Wondering if PPC is right for your business or law firm? BCI offers PPC audits and PPC management. BCI is also the proprietary vendor of the PPCToolSet and CPA Optimizer. With the CPA Optimizer, which calibrates bids every half hour, clients have seen reductions in CPA between 40% and 80%. 

FAQ: How can I effectively manage PPC campaigns in highly competitive markets?

Pay-Per-Click (PPC) campaigns can be dauntingly competitive and challenging to navigate successfully, yet with the appropriate strategies and an understanding of all their subtleties, you can be successful in your effort. Here, I’ll share expert insights on how to manage PPC campaigns in highly competitive markets effectively.

  1. Understand Your Audience: To excel in competitive markets, you must know your audience inside and out. Conduct thorough research to identify your target demographics, their pain points, and online behaviors. Tailor your PPC ads to resonate with their needs and desires.
  2. Budget Wisely: In fiercely contested industries, budget allocation is critical. Allocate a significant budget for your PPC campaigns, but be sure to monitor and adjust it based on campaign performance. High competition often demands a more substantial financial commitment.
  3. Strategic Keyword Selection: Keyword research is the cornerstone of a successful PPC campaign. Opt for long-tail keywords with lower competition and specific relevance to your offerings. Tools like Google AdWords Keyword Planner and competitor analysis can aid in selecting the right keywords.
  4. Compelling Ad Copy: Craft ad copy that speaks directly to your target audience’s pain points and needs. Use persuasive language and strong calls to action. Ensure that your ad copy aligns seamlessly with your landing page content to boost relevance and quality score.
  5. Regular Monitoring and Optimization: Continuous monitoring is paramount. Analyze campaign data, identify what’s working and what isn’t. Adjust your keywords, ad copy, and bidding strategies accordingly. A/B testing can help refine your approach and maximize ROI.

Managing PPC campaigns in competitive markets is a challenging but rewarding endeavor. To thrive in this landscape, focus on audience understanding, budgeting, keyword selection, compelling ad copy, and consistent optimization. These strategies, coupled with perseverance and adaptability, will guide you to success in the competitive world of PPC advertising.

Step-by-Step Procedure: Mastering PPC Campaign Management in Competitive Markets

  1. Audience Analysis: Begin with a comprehensive understanding of your target audience, preferences, and online behavior.
  2. Budget Allocation: Determine an appropriate budget for your PPC campaigns, bearing in mind the competitive nature of your market.
  3. Keyword Research: Utilize tools like Google AdWords Keyword Planner and perform competitor analysis to select relevant, long-tail keywords with lower competition.
  4. Ad Copy Crafting: Create persuasive ad copy that directly addresses your audience’s needs and desires. Ensure consistency with your landing page content.
  5. Continuous Monitoring: Regularly monitor your campaign’s performance, analyze data, and adjust keywords, ad copy, and bidding strategies.
  6. A/B Testing: Implement A/B testing to refine your approach, maximize ROI, and enhance campaign effectiveness.

Following these steps, you’ll be well-equipped to master PPC campaign management in highly competitive markets and achieve your digital marketing goals.

This article was updated on November 10, 2023.

Kristi Kellogg is a journalist, news hound, professional copywriter, and social (media) butterfly. Currently, she is a senior SEO content writer for Conde Nast. Her articles appear in newspapers, magazines, across the Internet and in books such as "Content Marketing Strategies for Professionals" and "The Media Relations Guidebook." Formerly, she was the social media editor at Bruce Clay Inc.

See Kristi's author page for links to connect on social media.

Comments (8)
Still on the hunt for actionable tips and insights? Each of these recent PPC/Pay-Per-Click posts is better than the last!

8 Replies to “3 Keys to PPC Management for Lawyers – and Anyone Bidding on Highly Competitive Terms”

Every time I read your posts, I learn something new. This one was no exception. Great job!

Excellent PPC insights tailored for lawyers! A valuable resource to optimize online advertising efforts.

For new comers in super competitive PPC industries, make sure to take advantage of Google’s Sitelinks. We’ve seen great success with small budget converting their traffic and increasing their budgets when we implemented Sitelinks for them. Do anything to stand out from the crowd and make sure to utilize negative keywords. Reducing non-qualified clicks can save you so much money and drastically lower your cost per acquisition.

Yes, Sitelinks can be very useful Trevor. And you’re right, PPC managers should definitely utilize negative keywords, as well (which I’ve written about in A Beginner’s 4-Step Guide: Delicious PPC Tips for Small Businesses. Thanks for your comment!

Good fundamentals to ensure success – thanks Kristi :-)

You’re most welcome, Andy!

PPC management for law firms could be tricky going by the intricacies of the keywords they can rank for. Thankfully, achieving an effective PPC strategy for lawyers is not rocket science.

It can be done and this part of the BCI’s Legal Marketing Series has shed more light into it for law marketers.

Budgeting, optimizing for optimal keyword, and creating highly relevant ads are readily helpful insights shared in this post.

I guess its time law marketers reposition their PPC strategies to align with the tips discussed.

This comment was left in kingged.com – the content syndicated and news aggregation website for Internet marketers, where this post was shared.

Sunday – kingged.com contributor


We specialize in PPC for PI law. This article is right on point. Our average adspend for metropolitan PI lawyers is upwards around 68-75k/month. With that being said, they wouldn’t be in the business if there was not great margins. Based on the per lead value provided by our clients, we produce 4-5x’s ROI.


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