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PPC for Immigration Lawyers: Your Complete Guide

October 14, 2022
16 min

When people need immigration law advice or assistance, where do they find an attorney? Most people rely on the internet to look for an attorney. This approach usually means heading to Google.

Some 57% of people who need a lawyer will search on their own. They generally use a search engine, then visit a lawyer's website. In this process, attorney pay-per-click (PPC) advertising is very visible.

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

Pay-per-click for immigration lawyers allows attorneys in this area of practice to pay to have their search ads prominently placed at the top of results listings. When this is done correctly, these lawyers will experience increased law firm lead generation and acquire more clients.

However, while these efforts are worthwhile, there is a learning curve to mastering PPC. It's important to understand how the process works and what it takes to create an immigration attorney PPC campaign. This guide will cover many important basics.

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 on. It differs from organic search engine optimization (SEO) because you pay for clicks through to your website or landing pages.

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?

immigration lawyer ppc_ generate more leads

Immigration lawyer PPC helps you generate more leads through increased visibility. People who search for keywords relating to immigration law will see your PPC ad at the top of their search results. Additionally, you can have PPC ads placed on social media using ad targeting.

This approach helps ensure that your ads are shown to people who meet the criteria that you select. Finally, you may use PPC through advertising networks to show your ads to potential clients on other websites. This work is usually done through remarketing or contextual targeting.

PPC for immigration lawyers achieves desirable results because you can reach a wide but very accurately targeted audience. Modern PPC campaigns can be targeted using keyword phrases, audience demographics, geolocation, language, device type, and even time of day.

Deploying pay-per-click for immigration attorneys can be quite lucrative. While you do have to pay, you only pay for website visits. As long as your targeting is set up correctly, you shouldn't experience too many misclicks.

However, most immigration attorney PPC campaigns will require A/B testing and optimizing before they achieve their best possible results. Many immigration law firms use PPC services for attorneys, especially when they first get started with immigration attorney PPC campaigns.

For PPC on Google AdWords, your primary goal will be targeting the right keywords. This targeting ensures your ads appear in front of the most relevant audiences. When undertaking social media PPC for immigration attorneys, your focus will be on defining the right audience targeting characteristics.

How Do You Start Your Immigration Lawyer PPC Campaign?

Not sure where to start? Here's a quick, step-by-step guide:

Step 1: Identify Your Set of Immigration Attorney PPC Keywords

Set of Immigration Attorney PPC Keywords

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 which keywords are creating leads and which aren't. In response, 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 own ad group, you can customize your ad content for that keyword. For example, you can include the keyword 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're going to have better results if you drill down a bit deeper. It's easier to track and optimize campaigns 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 clearer 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. This method is great for setting and tracking the PPC goals for your immigration law practice. SMART goals allow you to establish realistic expectations and will help you create your ad spend budget.

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, budget, 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 law firm marketing budget predictions and design more effective creatives.

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, the challenges they face, 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

If 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 — you won't display ads to people in Florida if your practice is in Nebraska.

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 are never going to 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 PPC Immigration

Some of the work you do to select your target keywords 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 get more leads 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

immigration lawyer ppc_ Google Ads

Considering Google's popularity and success at reaching a wide audience, it's easy to see why the search engine is such 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 Google Ads campaign can help ensure that you are the one providing them with precisely what they need. Once you address those needs, you can begin generating interest in your immigration law services.

If you choose Google, your PPC ads appear at the top of the search engine results page. Your target customers will see your 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. While you do pay for this, you only pay when people actually click on your ads.

Your immigration law firm's PPC campaign can work very well if you choose Google. However, your digital marketing efforts must be well planned to ensure you get the best possible return on your investment.

Social Media Ads Campaign

Social Media Ads Campaign

Social media algorithms are difficult to understand. Many immigration lawyers struggle to understand why some posts get plenty of traction while others disappear. Worse, most platforms don't share insights into their processes. So you can optimize your posts, but that's no guarantee you will reach a wider audience.

This inconsistency is where paid social media marketing for attorneys comes in. Paid marketing guarantees that your target audience sees your ads. That's a good thing when you consider that many people discover products and services on social media.

When you launch a paid social media ad campaign, you can place your ads in front of the audiences you choose without having to worry about ever-changing algorithms.

Step 3: Set Your PPC Immigration Budget

Budget forecasting 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 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 budget.

Step 4: Get Down to Your Landing Page

Get Down to Your Landing Page

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 page should align with your ad to create a sense of continuity.

Let's say the keyword is "Immigration Law Firm in Chicago." You have a call to action that says, "Set an Appointment." Potential clients will expect that link to go to an immigration law service page that has 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 predictable and keep the messaging the same. You also need to create a user experience in which users know exactly 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 Lawyer 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. People 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 properly optimized. These are bounce rate, click-through rate, and time on site. You can view this information through Google Analytics. This data and other information offered by the tool can give you significant insights into how people interact with your website.

It's simple to further optimize your site by analyzing the user experience (UX) for mobile users. 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 it will be regularly indexed by search engines. If you decide to focus on new keyword groups, your content should be updated to include those. You may also choose to write new content to optimize for those keywords.

If your PPC campaigns for immigration lawyers are driving people to your website but failing to convert clients, then it's safe to say the issue may be with your website. 

Step 5: Constantly Monitor Your PPC Immigration Analytics

Constantly Monitor Your PPC Immigration Analytics

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 or not. You may even learn that you should drop certain campaigns while others can be optimized. These five key metrics will give you the insight you need:

Quality Score

Google assigns a quality score that measures how relevant your keywords are, as compared to the searches that 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

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

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

Cost Per Conversion

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 amount of revenue created by new clients to see if your law firm is earning a good return on your immigration digital marketing campaign.

Wasted Spend

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 display.

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

How Immigration Lawyer PPC Is Different from Immigration Law SEO

If immigration attorney PPC doesn't work for your law firm, you may decide to work with an SEO strategy or integrate social media into your digital marketing. However, before you decide, it is helpful to understand the difference between the two.

Yes, PPC does involve paying each time a user clicks your ads. There's also the process of creating ads and choosing the right keywords.

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

There are some other things to consider when you decide whether to prioritize SEO services for lawyers, PPC, or both. PPC can help you achieve results very quickly. You are also able to determine which keywords will trigger your ads to display.

On the other hand, SEO can boost organic search metrics. There's also the issue of credibility. Some people will refuse to click ads because they believe organic search results are going to be more reliable.


  • 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 for 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 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.

PPC and Your Immigration Law Firm

If you add PPC to your immigration law firm's digital marketing campaigns, you can increase traffic and conversions for keywords that you have carefully selected. This approach can help you to acquire more clients quickly.

However, it takes preliminary work that includes keyword research, selecting an advertising method, writing ad creatives, setting a budget, and delivering the results.

After your PPC campaign is launched, there's the matter of campaign monitoring, analytics, and optimization. While the results are nearly always worthwhile, many law firms work with a high-performance digital marketing agency. This setup allows them to get the best results while still leaving time to properly serve legal clients.

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December, 9th
10 am CST60 minutes
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    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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