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A Guide to PPC for Criminal Defense Lawyers

Looking to attract more clients to your criminal defense practice? Learn how pay-per-click (PPC) advertising can help in this article!

12 min
read

Updated

May 8, 2023

Online advertising has become an essential aspect of marketing for businesses across all industries, including the legal profession. For criminal defense lawyers, Pay-Per-Click (PPC) advertising can be an effective way to reach potential criminal defense clients who are searching for legal services online.

In fact, PPC ads have become an increasingly popular method to target potential clients searching for legal services related to criminal defense, such as DUI defense, drug crimes, assault, or theft.

PPC marketing for criminal defense lawyers can generate immediate traffic and leads. In this guide, we will provide a comprehensive overview on: 

  • What PPC for criminal defense attorneys is.
  • The types of criminal defense attorney PPC ads.
  • The tips for a successful PPC ad campaign for criminal defense lawyers.
  • PPC vs. SEO for criminal defense law firms.
  • Taking your criminal defense law firm PPC campaigns to the next level.

What Is PPC for Criminal Defense Lawyers?

PPC is a form of digital advertising in which advertisers pay each time a user clicks on one of their ads. Advertisers bid on keywords and phrases relevant to their business. Their PPC ad is displayed on search engine results pages (SERPs) when users search for those keywords and phrases. When a user clicks on an ad, the advertiser pays a fee to the search engine.

Types of Criminal Defense Attorney PPC Ads

Criminal defense attorneys can use several PPC advertising platforms to reach potential clients searching for legal services online. Each platform offers unique online marketing features and benefits that can help criminal defense attorneys create effective PPC campaigns that generate more leads and grow their businesses. 

Google Ads

— Google Ads

Google Ads for criminal defense lawyers
In Google Ads you can choose different types of ads depending on your objectives

Google Ads for lawyers is the most popular PPC advertising platform for advertisers to display their ads on Google search results pages. Criminal defense law firms can bid on relevant keywords and phrases related to criminal defense, such as ‘DUI lawyer’ or ‘drug crime attorney,’ and display their ads to users who are searching for those keywords.


Not to mention, the platform allows advertisers to target their ads by geographic location, demographics, and search terms, ensuring that the right audience sees them. Google Ads offers several ad formats, including text, display, and video ads.

— Local Service Ads

Criminal defense attorney local service ads
Utilizing Local Service Ads you can improve your visibility

Local Service Ads for law firms allow local service providers, including criminal defense attorneys, to advertise their services to potential clients in a specific geographic area. These ads are displayed at the top of Google's search results pages and include the provider's name, phone number, ratings, and reviews.

They are pay-per-lead, meaning advertisers only pay when users contact them through the ad. Criminal defense law firms can specify the geographic area they serve and the services they offer, ensuring that their ads are seen by potential clients searching for legal services in their local area.

— Facebook Ads

Facebook provides various types of ad copy

Facebook Ads allow advertisers to display ads on the popular social media platform, so the ads reach wider audiences. This criminal defense law firm advertising can allow them to target their ads by demographics, interests, and behaviors, ensuring that their ads are seen by potential clients most likely to need them.

Facebook Ads allows advertisers to create compelling ad copy, include eye-catching images or videos, and include CTA buttons to encourage users to contact them for legal services. Criminal defense attorneys can also retarget users who have visited their website or engaged with their social media profiles, increasing the effectiveness of their ad campaigns.

It offers several ad formats that criminal attorneys can use, including image, video, carousel, and collection ads.

— Bing Places

Bing Places allows local businesses to display their business information on Bing's search results pages, including their address, phone number, and website. Criminal defense attorneys can claim their Bing Places listing and ensure their business information is up-to-date and accurate. Bing Places also allows advertisers to display their business information in Bing Maps, making it easier for prospective clients to find their office location.

Additionally, criminal defense advertisers can include photos and videos of their offices to make their listings more appealing to potential clients. The platform offers several ad formats, including text ads, dynamic search ads, and multimedia ads.

If you're a lawyer looking to boost your online presence, don't miss out on the ultimate guide on PPC for lawyers. it's packed with invaluable insights and strategies that can take your online marketing efforts to the next level.

Tips for a Successful PPC Campaign for Criminal Defense Lawyers

A successful PPC campaign for criminal defense law firms requires careful planning, research, and execution. You can create ad campaigns that meet your target audience's needs, generate more leads, and grow your business by following the tips below. 

1. Understand Your Target Audience and Their Needs

Client profile
Research your target audience's needs

The first step in creating a successful criminal defense attorney PPC campaign is understanding your audience and what they need. Who are your ideal clients? What are their legal requirements? What are their pain points? When you get answers to these questions, you can create ad copy and targeting strategies that resonate with them.

So what are some of the things you can do to make the process easier?

  • Consider creating buyer personas, fictional representations of your ideal clients.
  • Use demographic and psychographic data to create detailed profiles of your target audience, including their age, gender, income, education, interests, and behaviors. 

2. Research Keywords and Create a Keyword List

Create your keyword list
Using Semrush, pay special attention to SEO metrics such as Volume, Keyword Difficulty and Cost per Click (CPC)

Keywords are the search terms that prospective clients use to find your legal services online, and targeting the right keywords can help you reach your ideal audience and generate more leads.

Start by brainstorming keywords and phrases relevant to your criminal defense practice, such as ‘DUI lawyer,’ ‘drug crime attorney,’ or ‘assault defense lawyer.’ Use keyword research tools like Google Keyword Planner or SEMrush to identify additional relevant keywords and phrases.

Once you have a list of keywords, organize them into ad groups based on their relevance and search volume. This will allow you to create targeted ad copy and landing pages specific to each ad group.

Consider using negative keywords, which are keywords that you don't want your ads to appear for. For example, suppose you're a DUI lawyer. In that case, you may want to exclude keywords related to drunk driving prevention or education to ensure that your ads are only shown to prospective clients searching for legal services.

3. Set up an Effective Landing Page to Capture Leads

An example of criminal defense attorney website landing page
An appealing landing page is a way to convert more leads

First impressions count! Potential clients are directed to your law firm landing pages after clicking on your ad, so it should be designed to capture their attention and encourage them to contact you for legal services.

A good landing page should have a clear headline matching the ad copy, concise and persuasive copy explaining your criminal defense services and benefits, and a prominent call-to-action (CTA) button encouraging potential clients to contact you. The page should also load quickly and be easy to navigate, with a clean design and minimal distractions.

You can create separate landing pages for each ad group to ensure the page content is relevant to the user's search intent. For example, if you have an ad group targeting ‘DUI lawyer,’ create a landing page that highlights your experience and expertise in the area of DUI defense.

4. Utilize A/B Testing to Optimize Campaigns

A/B testing is a technique that allows you to test different versions of your ad copy, landing pages, and targeting strategies to determine which ones are most effective. By testing different variables, you can optimize your criminal defense law firm PPC ad campaigns for maximum results.

When conducting A/B testing, make sure to only test one variable at a time, such as ad copy or landing page design, to ensure that you can accurately measure the impact of each change. Set a clear goal for each test, such as increasing click-through or conversion rates. Use the data from your A/B tests to make data-driven decisions about PPC for lawyers. 

5. Monitor Performance Metrics Regularly

Metrics in Analytics
Monitor key metrics in Google Analytics to improve your SEO strategy

When you track your metrics, you can identify areas for improvement and make data-driven decisions to optimize your criminal defense PPC campaigns for maximum results. Some of the key metrics to monitor include click-through rates (CTR), conversion rates, cost-per-click (CPC), and return on investment (ROI).

Some popular analytics tools for online advertising include Google Analytics, Google Ads reporting tools, and third-party platforms like SEMrush and Ahrefs.

Monitor your metrics regularly, at least once a week, to ensure your campaigns perform as expected. Use the data to adjust your targeting, ad copy, and landing pages to improve your performance.

6. Leverage Retargeting Ads to Increase Conversions

Retargeting ads are displayed to users who have previously visited your website or engaged with your ads, reminding them of your criminal defense services and encouraging them to contact you.

Retargeting ads can target specific audiences, such as users who have visited specific pages on your website, abandoned a contact form, or engaged with your social media profiles.

To set up retargeting ads, you'll need to install a tracking pixel on your website or use a retargeting platform like Google Ads or Facebook Ads. This will allow you track user behavior and display retargeting ads to them across the web.

7. Use Ad Extensions to Enhance Visibility and Engagement

Ad extensions are additional information you can add to your PPC ads to enrich visibility and engagement. They are a great way to provide potential clients with additional information to help them make an informed decision when choosing a criminal defense lawyer.

Ad extensions can include phone numbers, location information, links to specific pages on your website, and more. Some of the most popular ad extensions criminal defense law firms can use include call extensions, location extensions, and sitelink extensions. 

  • Call extensions allow users to call your criminal defense firm directly from the ad. 
  • Location extensions display your law firm's address and a location map. 
  • Sitelink extensions allow you to include links to specific pages on your website, such as your practice areas or contact page.

8. Optimize Bids, Budgets, and Scheduling for Maximum ROI

Bids in Google Ads
You can monitor bids using Google Ads

Bids determine how much you're willing to pay for each click on your ad, while budgets determine how much you're ready to spend on your campaign overall.

To optimize your bids, research the average cost-per-click (CPC) for the keywords and phrases you're targeting and adjust your bids accordingly. To optimize your budgets, consider setting a daily or monthly criminal defense law firm PPC marketing budget that aligns with your overall marketing goals. Monitor your spending regularly to ensure you stay within your marketing budget and adjust your bids to maximize ROI.

Scheduling your ads to appear during specific times or days of the week can also help you optimize your campaigns for maximum ROI. For example, suppose your ads generate more conversions during business hours. In that case, you can schedule your criminal defense ads to only appear during those hours. 

Take your law firm to new heights with our expert PPC services for criminal defense attorneys. Apply now to boost your online presence and attract quality leads. Let us handle your advertising needs while you focus on defending your clients

PPC vs. SEO for Criminal Defense Law Firms

Two main ways of vivibility improvement
PPC is used in short-term strategies, while SEO is a long-term way to convert leads

When it comes to digital marketing for criminal defense law firms, two of the most popular strategies are PPC advertising and search engine optimization (SEO). While both strategies can effectively generate leads and grow your business, they each have strengths and weaknesses. 

One of the main advantages of criminal defense lawyer PPC marketing is that it allows you to target specific keywords and demographics, ensuring that your ads are seen by potential clients who are searching for legal services online. However, a PPC campaign can be expensive, and the cost-per-click (CPC) for legal keywords can be high. It also requires ongoing management and optimization to ensure your campaigns generate a positive return on investment (ROI).

SEO involves optimizing your website and content to improve organic search engine rankings. The main benefit of SEO for criminal defense lawyers is that it can generate long-term, sustainable results. However, it requires ongoing effort and patience since it is a long-term strategy. It can take several months or even years to see significant results, and there are no guarantees that you will rank for specific keywords.

Related Posts:

PPC for Personal Injury Lawyers: 8 Tips to Guarantee Success

Facebook Ads for Personal Injury Lawyers

Divorce Lawyer Ads: Choosing the Right Platform

PPC Management for Bankruptcy Lawyers: An Ultimate Guide

— How SEO Can Supplement a PPC Strategy

While PPC and SEO are often pitted against each other, they can complement each other in search engines to create a more comprehensive digital marketing strategy for criminal defense law firms.

PPC criminal defense attorney advertising can help you generate leads quickly while waiting for your SEO marketing efforts to pay off. Search engine optimization can supplement your PPC strategy by improving your organic search engine rankings and generating long-term, sustainable traffic to your website. Optimizing your website and content for relevant keywords and providing value to your audience can attract more organic traffic and reduce your reliance on paid advertising.

At Grow Law Firm Digital Marketing Agency, we offer comprehensive digital marketing services for criminal defense law firms, including SEO and PPC advertising. Our team of experienced digital marketers can help you create a customized marketing strategy that fits your PPC budget and goals.

Join Forces with the Premier Criminal Defense PPC Agency

In summary, PPC advertising can be a powerful tool for criminal defense lawyers to reach potential clients and grow their businesses. Criminal defense lawyers can maximize the effectiveness of their PPC campaigns by identifying relevant keywords, creating compelling ad copy, targeting specific audiences, and tracking performance metrics.

Criminal defense lawyers must regularly monitor their campaigns and analyze metrics such as click-through rates, conversion rates, and cost per click to determine what's working and what's not. From there, they can make informed decisions about how to upgrade their campaigns to achieve their goals.

If you want to take your PPC campaigns to the next level and grow your criminal defense law practice, consider partnering with Grow Law Firm Digital, a trusted lawyer SEO agency. Our team of digital marketing experts can provide tailored guidance and services to help you achieve your criminal defense law firm PPC advertising goals.

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