PPC advertising is definitely good for a law firm, as it immediately puts the firm front-and-center on the front page of a search result for a specific phrase. Finding the right words is what’s important, and that can be difficult for a firm with such a broad range of services. The competition is also fierce, so this whole strategy takes a lot more effort than simply tagging “lawyer”, the firm’s city, and creating a fancy ad.
A law firm will need to differentiate itself, and focus on keywords that service niche areas of the law, even if they’re related to the most lucrative (like injury claims). It helps to start thinking like a client: think about the service being offered, and what you might search for online. Law firms want to take advantage of high-volume but low-competition keywords: this means that a lot of people a searching for a particular word or phrase, but that few other law firms are using the keyword to advertise their business.
Of course, trust again ties into how a PPC ad is shaped and designed. This is why understanding and knowing the primary audience and who the services are primarily aimed at is important in when planning an ad campaign.