You are probably like most people and cannot seem to figure out whether to spend the bulk of your budget on Paid Ads or PPC campaigns. What a law firm needs to think about what options you have in order to get to Page 1 on a GOOGLE results page. If your firm is not located in the PPC or Sponsored Ads, then your only option is to have an aggressive Search Engine Optimization (SEO) campaign for that particular search phrase. However, the problem with Search Engines such as Google is that the way search results are produced is always changing. SEO does not give any guarantees that your firm will be on Page 1 of Google for every type of phrase or search term that you want to be found under.
Paid Search is a budgetary item. GOOGLE has conducted extensive research to come up with the pricing for these ads for each keyword and for each geographic area you wish to promote your firm in. Think about it like this, Google makes 97% of its income from Paid Ads that are purchased. If they were not effective then people would simply not pay to be on Page 1 of Google. Now just think about what I said, Page 1 of GOOGLE. If you are wanting to gain more clients and make more money, then being in the top spot when someone is searching for your services is CRUCIAL!
Many times, a firm cannot wait 6-8 months for SEO to start taking effect. They need clients now! If they choose to spend a few thousand dollars per month to move up the ladder on a Google search, then after this long time period, they have less cash flow. Also, they have not gained any new clients in the time it took to gain this exclusive Page 1 real estate. Invest in Paid Ads that can be up and running immediately and working to gain a firm more clients NOW, instead of waiting to receive a return on investment so many months down the road!
It really is the “light switch” approach to expanding one’s firm and gaining more clients.