I read an article about the options available to lawyers for marketing their services. One of the options was pay-per-click ads.
But, it’s expensive, the article says. To wit: “The search term “Los Angeles personal injury lawyer” can cost as much as $140 per click.”
Not for a lead. Just for the click.
If ten people click on your ad, you’re in the hole for over $1,000 before you talk to anyone to find out if they have a case and can show them your dog and your pony.
That’s crazy, right?
Not necessarily.
There’s a reason PPC ads for PI lawyers in Los Angeles are expensive. They’re expensive because there are a lot of lawyers competing for those clicks, and they do that despite the high cost per click because they’re still able to make a profit.
If they weren’t, they wouldn’t bid so much for those clicks and the price would come down. Supply and demand.
The seemingly high price is proof that “Los Angeles personal injury lawyer” is a profitable keyword. At least for some lawyers.
If you’re a PI lawyer in LA, it is precisely the kind of keyword you should consider.
If you have the money. And you’ve got your act together and can convert enough of those clicks into clients, and those clients back into dollars.
Lawyer #1 thinks:
“If I spend $10,000 for 100 clicks and sign up just one case that earns me a $20,000 fee, I double my investment. Plus, I might get an a smaller case or two out of those clicks. Plus, I can build my list and generate some referrals. Sure, I might not bring in any business the first few months doing this, but eventually, I could bring in one or two massive cases.”
Lawyer #2 thinks:
“Yeah, but I might not get any cases. Or the cases I get might not be any good. I could lose my shirt.”
Both lawyers are right, of course.
There are other options. Other keywords to bid on, other forms of advertising, and other forms of marketing.
Be thankful you have options. And don’t rule out anything just because it’s expensive. It might be expensive for a reason.
If you’re ready to take a quantum leap in your practice
