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PPC for Immigration Lawyers: Your Complete Guide

Discover how using PPC advertising can increase client leads and revenue for immigration lawyers - don't miss out!

14 min


May 31, 2023
PPC for immigration lawyer

You may or may not be surprised to learn that over 1/3 of people who need a lawyer first turn to Google. Being an active Google user, you know what the search results page looks like: the section labeled "Ad" and "Sponsored" typically appears at the top of the page and is specifically designated for businesses (in our case — lawyers).

These paid ads are designed to attract clicks and drive traffic to the advertiser's website or landing page.

Thus, it's easy to see why paid ads and PPC are so important for immigration lawyers. Attorneys who have an immigration law PPC strategy are going to be more visible to people who are looking for their services.

More visibility = a higher likelihood that people visit your website.

This guide will help you understand how PPC works and what it takes to become an effective PPC campaigner. You will find out the following: 

  • The definition of immigration lawyer PPC.
  • How PPC helps immigration attorneys generate leads.
  • How to start your immigration lawyer PPC campaign (with steps).
  • That PPC for an immigration lawyer is different from immigration law SEO.
  • Some frequently asked questions and get answers to them.

What Is Immigration Lawyer PPC?

Immigration lawyer PPC is a form of paid internet marketing where immigration attorneys pay each time their ads are clicked. It differs from organic search engine optimization (SEO) because you pay for clicks through to your website or landing pages.

Immigration lawyer PPC example

It is possible to create a PPC immigration campaign to help your law firm appear above the organic results at the top of search pages. This positioning increases visibility, but you will pay for each click.

How Does Immigration Lawyer PPC Help You Generate More Leads?

How to generate more leads with PPC
Paid ads examples

Immigration lawyer PPC helps you generate more prospects through increased visibility. PPC campaigns can be targeted using keywords, geolocation, language, device type, and even time of day. By targeting specific keywords related to immigration law services, you can ensure that your website is displayed when potential clients are searching for an immigration lawyer. 

PPC campaigns allow you to: 

  • Track the success of your ads by measuring the click-through rate
  • Easily target the right people at the right time
  • Set up cost-effective campaigns
  • Adjust strategies as needed
  • Increase website traffic
  • Help your business reach more potential clients

How Do You Start Your Immigration Lawyer PPC Campaign?

Starting a successful PPC campaign for an immigration law firm website can be daunting. It requires careful planning, research, and execution to ensure that the campaign is effective and yields maximum returns. This section will give a quick step-by-step on how to go about it.

Step 1: Identify Your Set of Immigration Attorney PPC Keywords

Set of Immigration Attorney PPC Keywords
Immigration lawyer keywords example

Keywords are the most important component for Google search PPC immigration campaigns. You must select a set of keywords most relevant to your practice area. It's also helpful to remember that location keywords will ensure potential clients in your area will see your ads.

One of the most effective ways to approach PPC for immigration lawyers is using the single keyword ad group methodology. To do this, you identify a keyword phrase. Then, you build an ad group around that phrase. This campaign will include exact, broad, and phrase-match targeting.

Here's an example of an immigration attorney PPC campaign. You might choose the search phrase ‘immigration attorney free consultation.' Then, you would create groups of ads around different match types. These include: 

  • Exact match: Search phrase matches the keyword exactly [immigration lawyer]
  • Phrase match: Search phrase contains the keyword phrase ‘immigration lawyer’
  • Broad match: Search phrase is related to the meaning of your keyword phrase + immigration + lawyer

This approach is beneficial because you will be able to determine relevant keywords that actually encourage clients to click on the ads. You can optimize your PPC campaign by shifting your ad budget away from poorly performing keywords to phrases with good results.

Additionally, with each keyword in its ad group, you can customize your ad content for that keyword. For example, you can include keywords in the headline, URL, and description. This inclusion will improve your click-through rate.

— Your PPC Immigration Goals

The primary goal for your immigration law PPC campaign is going to be client acquisition. However, you'll have better results if you drill down a bit deeper. Tracking and optimizing campaigns is easier when your goals are a bit more specific. For example, some goals for your immigration law firm might be:

  • Acquire five new clients monthly
  • Earn 15 leads within 90 days
  • Increase total client revenue by 15% by year-end

These specific goals will help ensure your success simply by offering a more precise definition of what a successful immigration law PPC campaign looks like.

By now, you've probably heard of SMART (specific, measurable, achievable, realistic, time-constrained) goals. SMART goals allow you to establish realistic expectations and will help you create your ad spend budget. This method is great for setting and tracking the PPC goals for your immigration law practice.

Here's a breakdown:

  • Specific — define what you want to achieve and how you will quantify your goal
  • Measurable — determine how to use analytics to track your progress
  • Achievable — set goals that are possible
  • Realistic — ensure you have the time and resources required
  • Timely — set time constraints so your PPC campaign isn't endless

Setting SMART goals also benefits future campaigns. You can use the data you collect to make better predictions and design more effective creatives.

Examples of SMART goals an immigration lawyer can make include: 

  • Improve click-through rates of the law firm's ad campaign
  • Increase new website visitors by 13% by the end of the Q1
  • Increase the number of cases closed successfully by each lawyer in the firm by 5% by the end of the year
  • Increase the number of paying clients by the end of the year
  • Generate $$$ from 10 hours of billable hours each month in 2023

— Your Target Audience

Your target audience

Your immigration law PPC company initiative needs precise targeting to be successful. Don't use guesswork or assumptions here. Instead, research your clients. Gather data about them to create client personas.

You want to know where they live, their demographic data, their challenges, and their pain points. This insight will help you determine exactly who your clients are.

If you're unsure of how to identify your target audience, here are a few steps to take:

  • Use surveys to collect client data
  • Mine your existing customer information 
  • Identify which social media channels immigration clients are using
  • Determine the content that is getting the best results

Finally, you can use competitive analytics to determine who other law firms are targeting with their immigration law PPC campaigns.

— Your PPC Immigration Target Area

Your PPC Immigration Target Area
The screenshot is taken from Google Ads

Suppose you practice immigration law in a specific location; you can save money by using location targeting in your law firm's PPC ad campaigns. This tactic will ensure that only people in your area see or click on your ads — if your practice is located in one area, you won't display ads to individuals in another area.

When setting up your immigration attorney PPC campaign, you can establish location parameters. Then, your ads won't show up outside of those boundaries. You won't spend money on clicks that will never convert for your law firm. It's important to take this step if you are optimizing your ads for expensive keywords.

Step 2: Choose Your Advertising Channel for Immigration PPC

Some of the work you do to select your target keywords for pay-per-click marketing will also help you determine your best advertising method. Your audience research helps you understand where your target immigration law clients spend time online.

As a general rule, immigration law firms attract prospective clients using display and search ads through the Google Network. You can try other ad platforms, but this may be the best place to start.

— Google Ads

Local 3-pack results
Google Map ads example

Considering Google's popularity and success at reaching a wide audience, it's easy to see why the search engine is a common choice among immigration law firms. People are already connecting with immigration attorneys online and are using Google to do it.

Also, remember that people have a strong expectation for instant information. Your attorney's Google Ads campaign can help ensure that you provide them with precisely what they need.

Your potential immigration clients will see your PPC ad before they see organic search results. This positioning includes local 3-pack results. Such positioning allows you to capture attention, and ideally traffic, quickly.

— Social Media Ads Campaign

Social Media Ads Campaign
The screenshot is taken from LinkedIn

As the demand for immigration lawyers continues to increase, an effective way to reach potential clients is through social media ad campaigns. You can create custom advertisements on social media platforms such as Facebook, Twitter, Instagram, and more. 

An effective social media ad campaign can also help your law firm build brand awareness, making it easier for potential clients to find and contact you when they need assistance with their immigration needs.

You can also use tools that analyze user data to determine what content should be displayed on a social media platform, known as algorithms. So, how do social media algorithms work?

These social media algorithms use user data such as interests, interactions, and past behavior to create a personalized feed for each user. They also consider factors such as the time of day, trending topics, and other relevant criteria to determine which posts will be shown on top of users' timelines. 

For example, suppose someone has recently searched for a specific topic on immigration on Instagram. In that case, the algorithm may prioritize similar posts from other users in the same area. The algorithms will also detect any potential trends or topics that might be of interest like visas and green cards. Then prioritize those items in the user's feed. Ultimately, these algorithms aim to ensure that each user gets the most relevant content possible on social media.

Step 3: Set Your PPC Immigration Budget

Estimating the expenses for immigration lawyer PPC is difficult. Still, it's important to set up reasonable expectations that allow you to plan your ad campaigns.

There is one tool immigration lawyers can use to help with this work. Google Keyword Planner forecasts can help law firms approximate their costs and traffic. The tool provides a variety of metrics that give you the insights you need to decide how much of your marketing budget you should earmark over a period of time for your PPC ad campaigns.

Here are some of the forecasts you can review:

  • Click-through rate: Clicks/impressions
  • Clicks: Total clicks in a specific amount of time
  • Cost: The amount spent daily on a keyword
  • Impressions: The number of times an ad appears
  • Average cost per click: The average amount you pay for a click

This data won't guarantee perfectly accurate forecasts, but it will help you create a more effective marketing budget.

Step 4: Get Down to Your Landing Page

Get Down to Your Landing Page
Immigration lawyer landing page example

It's important to view the path a prospective immigration law client takes from the search for information or services on Google to landing on your website. From that first click, users have expectations. It's important that their experience doesn't disappoint them. Your law firm landing pages should align with your digital advertising to create a sense of continuity.

Let's say the keyword is ‘Immigration Law Firm in Chicago.' Your immigration lawyer PPC has a call to action that says, ‘Set an Appointment.' Potential clients will expect that link to go to an immigration law service page with an option to set an appointment. That would create continuity. Being routed to a home page or another generic page would not.

The idea is to be reliable for your target audience and keep the messaging the same. You also need to create a user experience in which users know what options to take next.

A quick technical note — consider setting your landing pages to ‘noindex.' This setting will prevent them from displaying in organic search results. Such a setup will allow for more accurate landing page testing without the results being skewed by organic search.

— Optimizing Your Website for an Immigration Law Firms PPC Campaign

PPC digital marketing eventually takes customers to your law firm's website. That's why it's important to have a professionally designed website with engaging legal content. If your site is slow and outdated, your prospects will click away and head to the competitors.

Of course, aesthetics only go so far. Potential clients looking for your services must be able to find you online. Your web pages must also be keyword optimized. This optimization doesn't just mean matching the right keywords. The content must also match user intent.

You want to look at three important metrics to see if your website is appropriately optimized for an immigration PPC campaign. These are bounce rate, click-through rate, and time on site. You can view this information through Google Analytics. The tool's data and other information can give you significant insights into how people interact with your website.

Website optimization
The screenshot is taken from Google Analytics

It's simple to further optimize your site by analyzing mobile users' user experience (UX). Then, check for page loading times and issues with links. Finally, ensure that your content is regularly refreshed.

You should keep information such as contact numbers, images, and staff profiles up to date. This work keeps your website fresh and ensures search engines regularly index it. If you focus on new keyword groups, you should update your content to include those. You may also choose to write new content to optimize for those keywords.

Suppose your PPC campaigns for immigration lawyers drive people to your website but fail to convert clients. In that case, it's safe to say the issue may be with your website.

Step 5: Constantly Monitor Your Immigration PPC Analytics

Monitor your website analytics
PPC campaign statistics example

You must regularly audit your immigration attorney PPC campaigns. This analysis helps to ensure that the audience you want is seeing your ads, that people are clicking over to your web pages, and that you are within your budget constraints.

The information you receive from Google Analytics will tell you whether your campaigns are successful. You may even learn that you should drop specific campaigns while others can be optimized. These five key metrics will give you the insight you need:

— Quality Score

Factors determining Google Ads quality score

Google assigns a quality score that measures how relevant your keywords are compared to the searches people are conducting. This metric aims to create a better experience for Google users.

The company wants people to see ads that are highly relevant to them. There are different factors that impact your quality score. These include click-through rates, landing page quality, keywords, and ad relevance.

— Click-Through Rate

What is CTR
PPC campaign CTR statistics example

Your click-through rate indicates whether your ads are relevant. In addition to contributing to a lower quality score, low click-through rates indicate that your use of keywords needs to improve or that you need better advertising creatives.

— Conversion Rate

What is conversion rate
PPC campaign conversion rate statistics example

Conversion rate measures the number of people who click through to your landing page and then answer your call to action. It indicates that you may be paying for many clicks that never convert. Without a good conversion rate, your immigration attorney's PPC campaign is struggling.

— Cost Per Conversion

What is CPC
PPC campaign CPC statistics example

You want to acquire new clients for your immigration law firm. At the same time, you want to keep costs at a reasonable rate. That's where the cost-per-conversion metric is so beneficial. It tells you how much you are spending for each conversion on average.

It's simple to compare this cost to the revenue created by new clients to see if your law firm is earning a good return on your immigration digital marketing campaign.

— Wasted Spend

Monitor wasted spend
PPC campaign wasted spend statistics example

This metric tracks how much money you waste paying for clicks that never convert or that bounce quickly. You may need to adopt negative keywords if wasted spending is an issue. This feature allows you to define certain words and phrases that should never appear in user search when your ads are displayed.

For example, suppose you don't want your ads showing for people who are looking for lawyers who specialize in immigration employment. In that case, you should set 'employment' as a negative keyword.

Ready to supercharge your immigration law firm's online presence? Leave the complexities of PPC advertising to our expert team. Apply now for our immigration law firm PPC agency services and start attracting quality leads today!

How PPC Services for Immigration Lawyers Are Different From SEO

If immigration attorney PPC isn't enough for your law firm, you may decide to implement a search engine optimization strategy or integrate social media into your digital marketing. However, before you decide, it is helpful to understand the difference between the two.

PPC involves paying each time a user clicks your ads, while SEO relies on utilizing certain methods like link building, content creation, and keyword research to organically bring your website higher in search results.

There are some similarities in both processes. The difference is that your web content must organically relate to those keywords to appear in organic search engine results. You still must conduct keyword research and understand what your competitors are doing.

There are other things to consider when deciding whether to prioritize SEO for lawyers, PPC, or both.

PPC can help you achieve results very quickly, while SEO is a long-term strategy.

There's also the issue of credibility. Some people will refuse to click ads because they believe organic search results will be more reliable, which means SEO for immigration lawyers can boost organic search metrics.

PPC and Your Immigration Law Firm

Add PPC to your immigration law firm's digital marketing campaigns! Increase traffic and conversions for carefully selected keywords, ensuring the right people see your website and utilize your services.

However, the process of launching a successful PPC campaign involves preliminary work such as keyword research, selecting an advertising method, writing ad creatives, setting a budget, and delivering results. Additionally, campaign monitoring, analytics, and optimization are crucial. That's why many law firms choose to work with a high-performance law firm SEO agency specializing in immigration law firm PPC services. This setup allows them to achieve the best results while dedicating time to serving their legal clients properly.


  • How Much Should You Spend on a PPC Immigration Campaign?

    There's no exact amount of money that you should plan to spend. Instead, you must consider several factors. These include what your competitors are doing, the amount of money you are willing to spend on leads, the location of your law firm, and how well your website is already converting.

  • Should You Choose Between SEO and PPC Immigration Campaigns?

    Your immigration law firm should probably invest in both. It may help to see PPC as an immediate strategy. You pay, and your law firm gets results. SEO is more of a long-term digital immigration marketing strategy. You may find that there are times when one approach will get more of your time and attention than the other.

  • Should You Find a Law Firm Marketing Agency or Do Immigration Law PPC Yourself?

    It's possible to independently create a very successful PPC campaign for your immigration law firm. However, you might consider the benefits you would realize if you hired a digital marketing agency.

    PPC campaigns are complicated to set up. They also require constant tuning to achieve the right level of optimization. This tuning takes time that you may not have. With an agency, you will have access to a team that can handle those tasks and uses its expertise to get results for your law firm.

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