Law Firm PPC vs. SEO: Can You Use Both?

PPC (pay-per-click) and SEO (search engine optimization) are popular digital marketing terms. But what exactly do they mean and can you use both to market your law firm? 

Below is a detailed comparison of the two digital marketing tools and a brief guide on how to know when to use either for your law firm.

PPC for Law Firms

PPC is a form of paid digital advertising where you pay a fee only after someone clicks on your ad. Paid search advertising is the most popular method of PPC marketing applied among law firms. How does this work?

When setting up a PPC campaign, you’ll require a list of high-performing industry keywords and a budget. Each of these keywords might cost you a different amount every time someone clicks on your ad, depending on their popularity. 

The secret recipe for an effective PPC campaign is having the correct keywords, a high-performing site, and relevant landing pages.


  • Fast Results- PPC results can kick in almost immediately when you set up a campaign, as long as you determine the right keywords and phrases your audience is using to search for your legal services.
  • PPC is Cost-Effective- Many law firms opt for PPC marketing because you only pay after a click, providing value for your money.
  • Targeted Marketing- When creating a PPC campaign, you have the option to target a particular audience that fits a specific service, such as divorce law.
  • Easy to Customise- PPC campaigns are easy to measure and if a particular approach is not bringing in results, you can easily make adjustments.


  • You Need a Budget- Without a sufficient marketing budget, it’s impossible to reap the benefits of PPC advertising. A campaign that’s improperly managed can also run up to high costs without offering value.
  • You Might Need a Specialist- Setting up a PPC campaign can get complex, especially if you are new to the concept. Most law firms choose to consult professional marketing agencies instead.

SEO for Law Firms

Optimizing your website for search engines involves a combination of technical and non-technical activities. The goal of SEO for law firms is to get your site at the top of search engine results every time there’s a relevant search. 

Unlike PPC, SEO does not require you to pay for every click; this is known as organic digital marketing. 

To get your desired SEO results, ensure that you have a fast-loading website that’s also responsive to different devices. The design should also be attractive enough to keep visitors engaged, as well as smooth navigation. Most importantly, your legal copy should be relevant and offer solutions to potential clients.


  • Doesn’t Require an Extensive Budget- You don’t have to pay for every click you receive, making it easy to implement. 
  • Brings in High Traffic- If you choose the right keywords, SEO can do wonders for your law firm’s website traffic, some of which may convert to clients.
  • Longer Lifespan- Unlike PPC, SEO results are there to stay and traffic doesn’t stop rolling in when you run out of a budget.


  • Results Take Time- Expected results can take a while to show on search engines as web crawlers access your site. 
  • Doesn’t Guarantee Sales- Just because potential clients can find your website easily does not mean they’ll work with you. 

Can I Use Both PPC and SEO for My Law Firm?

Yes, it’s possible to use both tools for your law firm’s marketing strategy. PPC will start bringing results immediately as you wait for the longer-lasting effects of SEO to kick in.

As we can see, both PPC and SEO have their advantages, disadvantages, and situations where they’re best suited. Hiring the services of a law firm marketing company can help you decide whether you’ll need both tools and how to implement them side by side.

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