For many lawyers, search advertising is a necessary evil.
You know you need to do it as—well, let’s face it—all of your competitors are already advertising on Google, and a whopping 76% of consumers go straight to the search engine giant when researching their legal options.
But you also know that jumping on the Google bandwagon will almost certainly burn a hole in your wallet. With every lawyer and her dog bidding on the same keywords and prominent search placements going to the highest bidder, it can cost hundreds of dollars to get your ad on the first results page.
Fortunately for you, the legal industry also has some of the highest margins, so a couple hundred spent on acquiring a lead can still be a great investment as long as that lead converts into a client.
So how do you ensure that your money’s well spent?