How Law Firms Can Use 5 PPC Keyword Strategies
In the evolving landscape of online advertising, pay-per-click (PPC) marketing remains a cornerstone of digital strategies – especially for law firms seeking to generate high-value cases. Yet in 2025, the rising costs and complexities of PPC have left many law firms questioning its profitability. Is PPC still worth the investment, or is it a relic of the past?
This article explores the actionable insights shared by Avery Lynch, founder of AdSurley, who has managed over $70 million in successful online campaigns. With a laser focus on PPC keyword strategies for law firms, Lynch breaks down the five keyword types that can make or break a campaign. By understanding how to leverage these keywords effectively, your law firm can transform its PPC campaigns, minimise wasted spend, and drive growth.
Understanding PPC: A Quick Overview for Law Firms
Before diving into the strategies, it’s essential to understand what PPC advertising is and why it’s different from other online marketing approaches. When you search for terms like "personal injury lawyer near me" on Google, the first few results are sponsored ads. These ads target specific keywords and only charge the advertiser when someone clicks on them.
PPC offers an immediate and direct way to reach potential clients actively searching for legal services. Unlike social media ads, which broadcast to a broad audience, PPC relies on user search intent, making it particularly effective for high-value cases. However, success hinges on bidding for the right keywords and crafting a strategy that aligns with your firm’s goals.
Let’s explore how keywords shape PPC campaigns and the five strategies that can help your law firm thrive in a competitive digital landscape.
The Five PPC Keyword Strategies That Drive Success
1. Competitive Keywords: High Volume, High Costs
Competitive keywords are the most direct and high-intent phrases potential clients search for, such as "personal injury lawyer" or "car accident attorney near me." While these terms are lucrative, they come with significant costs due to high demand.
For large firms with the budget to secure 40-50% of search impressions, competitive keywords can yield substantial results. However, these campaigns require a robust intake process and the ability to handle high case volumes to justify the expense. Firms with budgets below £50,000 per month may find these keywords too costly to sustain profitably.
Key takeaway: Competitive keywords are ideal for firms prioritising market share and volume. However, smaller firms may benefit from focusing on alternative strategies to avoid being priced out.
2. Competitor Keywords: A Calculated Risk
Competitor keywords involve targeting the names of rival firms. While some businesses shy away from this strategy to avoid conflict, it can offer a cost-effective way to attract leads. These keywords often have lower bids than competitive ones and can serve as an economical tool to expand your reach.
However, this approach comes with caveats. If the targeted firm specialises in different case types, you may attract irrelevant leads. Additionally, using your competitor’s name in your ad is strictly prohibited and can lead to legal action. Firms using this strategy must tread carefully and evaluate whether they’re ready to handle potential pushback.
Key takeaway: Competitor keywords are a cost-efficient but ethically nuanced strategy. Their effectiveness depends on aligning your services with those of your competitor and maintaining compliance with advertising rules.
3. Branded Keywords: Protect Your Reputation
Branded keywords are directly associated with your law firm’s name. They’re some of the cheapest PPC options available and serve two critical purposes: attracting clients already familiar with your firm and protecting your brand from competitors trying to poach leads.
Failing to invest in branded keywords leaves your firm vulnerable to competitors bidding on your name and diverting high-value cases. While it’s frustrating to pay for traffic you’ve already earned through other marketing efforts, branded PPC campaigns act as a digital safeguard that keeps your clients from straying.
Key takeaway: Prioritise branded keywords to maintain client retention and protect your firm’s reputation. These campaigns are a low-cost, high-impact way to secure existing and new leads.
4. Long-Tail Keywords: Targeting Specific Client Needs
Long-tail keywords are longer, more specific search phrases with lower competition. For example, instead of bidding on "car accident lawyer", a long-tail keyword might be "I was in a car accident and hurt my neck, what should I do?" These queries reflect a user’s detailed intent and offer cost-effective opportunities for law firms to connect with prospective clients.
While long-tail keywords have lower search volumes than competitive ones, they often yield higher conversion rates because they address precise needs. A firm’s ability to capitalise on these keywords signals a well-rounded strategy aimed at maximising value rather than solely chasing volume.
Key takeaway: Long-tail keywords help law firms target niche audiences with specific legal needs, offering better economics and stronger client engagement.
5. Roundabout Keywords: Thinking Beyond the Obvious
Roundabout keywords relate indirectly to legal services and require creative, targeted campaigns. For instance, instead of targeting "personal injury lawyer near me", you might focus on terms like "totaled car towing service" or "car accident compensation calculator." These keywords capture users earlier in their decision-making process and funnel them toward your services.
Since roundabout keywords often involve unique intent, they demand customised ad strategies and landing pages. While they require more effort to implement, they provide significant opportunities for cost savings and lead generation.
Key takeaway: Roundabout keywords offer a way to expand your reach while staying economical. Use them to tap into audiences researching related issues before they’re ready to hire a lawyer.
Why Keywords Are the Heart of PPC
While compelling ad copy, engaging landing pages, and well-designed user experiences all contribute to a successful PPC campaign, Lynch emphasises that keywords remain the foundation. They determine who sees your ad and whether your campaign aligns with your firm’s financial goals.
PPC operates on market economics: limited searches (supply) meet high advertiser demand, resulting in fluctuating costs. This makes understanding keyword strategy critical to navigating PPC without overspending.
Key Takeaways
- Understand the keyword buckets: PPC success is built on targeting the right mix of competitive, competitor, branded, long-tail, and roundabout keywords.
- Not all keywords are worth chasing: If your budget or infrastructure can’t handle competitive keywords, focus on alternative strategies like branded or long-tail options.
- Protect your brand: Invest in branded keywords to prevent competitors from sniping your cases and maintain your firm’s digital presence.
- Think strategically: Competitor and roundabout keywords are cost-effective but require careful planning to avoid conflicts or irrelevant leads.
- Assess your PPC agency’s performance: Request a keyword cost-per-lead report to ensure your campaigns are optimised for both volume and value.
- Adapt to rising costs: With competition driving up prices, law firms must approach PPC with precision and creativity to ensure profitability.
Conclusion
For law firms in 2025, PPC advertising isn’t dead – it’s just more competitive and nuanced than ever. By understanding the five keyword buckets and tailoring your strategy to your firm’s resources and goals, you can maximise your advertising spend and attract high-value cases. Success in PPC isn’t about spending the most; it’s about spending smarter.
By analysing your keyword strategies, refining your campaigns, and holding your marketers accountable, you can turn PPC into a powerful tool for sustainable growth in the legal sector. PPC may no longer be the quick-win strategy it once was, but with the right approach, it can still deliver exceptional results.
Source: "Top Five PPC Keyword Strategies For Law Firms Explained" – Adsurdly, YouTube, Aug 22, 2025 – https://www.youtube.com/watch?v=jleNXXr2w3o
Use: Embedded for reference. Brief quotes used for commentary/review.
