Most law firms know they need to be marketing online โ but knowing how to allocate your marketing budget between SEO, PPC, and Local Service Ads (LSAs) is where many firms struggle.
Each channel has strengths and weaknesses, different timelines for results, and varying costs. The key is to find the right balance for your practice area, market competitiveness, and business goals.
Letโs break down what each channel brings to the table โ and how to use them together to maximize your return on investment.
SEO: LONG-TERM AUTHORITY AND COST EFFICIENCY
Search engine optimization is the foundation of long-term lead generation. High rankings in Googleโs organic results lead to consistent traffic without paying (sometimes hundreds!) for every click.
However, SEO is not quick. If youโre in a competitive practice area like personal injury, it can take months or longer to break into the top 3 for your key terms. Google themselves say to give your SEO four to twelve months to see the results of your SEO efforts.ย
This time range is wide because they are speaking to every company out there but the reality is that lawyer keywords are some of the most competitive out there. That said, a good agency can do competitive research to help you understand what time frame you should expect to see based on where you are, where the competition is and how much time your SEO will have to improve your results each month based on your budget.ย
Content creation, technical SEO, and high-authority backlinks all play a role โ and they require sustained effort month in and month out. You can do a little SEO or get quite aggressive with it and that will play a major role in how quickly you see results.ย
For example, you can write four new pieces of content each month and revise existing content, or you can write 15 new pieces of content and make gains sooner. You can build four quality backlinks a month or 20. Getting this mix correct is essential to succeeding in the law firm SEO game.ย
SEO STRENGTHS:
- Builds long-term authority and visibility. Google is often cited as one of the most trusted brands in the world so when they rank your site #1, that trust passes through to your brand.
- Drives leads without ongoing ad spend. Sure youโll need to maintain your SEO but the return far outweighs the cost if done correctly
- Often delivers more traffic and leads than an unlimited Google Ads budget could due to the fact that a majority of Google searchers click on organic results according to this study by GroupM UK and Nielsen.ย
SEO LIMITATIONS:
- Slow ramp-up, especially in competitive markets and for newer firms
- Requires consistent publishing and backlink acquisition
- Results are cumulative, not immediate
Best for: Firms who plan to stay in business for the long haul and want to build compounding growth.
PPC (PAY PER CLICK): IMMEDIATE VISIBILITY, BUT REQUIRES CAREFUL MANAGEMENT
PPC, primarily through Google Ads, is the fastest way to start generating leads. Your ads can appear at the top of search results for high-intent queries as soon as your campaign is launched.
The tradeoff? You pay for every click, whether that visitor converts or not. PPC also requires constant management to avoid wasted spend on irrelevant searches. Broad match keywords, poor geographic targeting, and generic ad and/or landing page copy are just a few ways inexperienced agencies burn through budget.
PPC STRENGTHS:
- Immediate presence in competitive search results
- Full control over budgets, targeting, and messaging
- Highly measurable ROI down to keyword-level performance
- Can aid in getting organic clicks as they see your ad at the top and even if they scroll past it, it makes your organic ranking more likely to stick out because theyโve seen your firm name already
PPC LIMITATIONS:
- Costs can escalate quickly without proper management
- Stop spending, and leads stop coming in
- Less people click on Google Ads than organic search results so if you are only doing PPC you are limiting your ability to get the clickย
- Requires frequent optimization and audits
Best for: Firms who need leads now and are willing to pay a premium for them while SEO builds.
LSAs (LOCAL SERVICE ADS): HIGH-INTENT LEADS WITH STRICT REQUIREMENTS
When the budget is tight and leads are needed quickly, Googleโs Local Service Ads are one of the most cost-effective channels for law firms to generate leads โ but not every firm qualifies. To be eligible, your firm will need to pass background checks, have a well-optimized Google Business Profile with strong reviews, and maintain compliance with Googleโs strict standards.
WHY LSAs WORK:
LSAs appear at the very top of Googleโs search results โ even above traditional PPC ads โ and you only pay for actual phone calls, not clicks. That means youโre connecting with prospects who are already motivated and ready to hire.
LSA STRENGTHS
- Top-tier visibility: Appear above both PPC and organic results.
- Pay-per-lead model: Only pay when a potential client calls.
- Trust-building: Earn the โGoogle Screenedโ badge, which boosts credibility.
LSA LIMITATIONS
- Quality: Often people calling from an LSA ad arenโt even looking at your website before they call. They might not be doing their due diligence on whether they have a case or not so while it can drive leads, they often are not as qualified as organic or search leads that are taken to your site to learn about your firm and their case.ย
- Availability: Not offered for all legal practice areas or geographic regions.
- Strict qualification: Firms must meet Google’s background check and review standards. Law firms providing pro bono services or legal aid, which are often less common and may be less likely to be searched for, might not be eligible for LSAs.
- High competition: Especially competitive in major metropolitan areas.
ย Best for: Law firms that qualify and are seeking a cost-effective way to get the phone ringing.
HOW TO COMBINE SEO, PPC, AND LSAs FOR MAXIMUM ROI
The most successful law firms donโt rely on just one tactic. Instead, they use all three channels strategically based on their current goals and market conditions.
- Newer firms or those launching in a new market: Utilize PPC and LSAs to drive immediate leads while building your SEO foundation. While newer firms have an uphill climb to establish great organic rankings, your future self will always thank you for starting sooner than later.ย
- Established firms with strong SEO presence: Use PPC and LSAs to supplement lead flow, especially for high-value cases or competitive terms where youโre not yet ranking #1. Even if you are #1, Google Ads can still drive incremental traffic to your site at a positive ROI.ย
- Highly competitive markets: Balance all three. SEO will help you compete long-term, PPC allows you to aggressively target key cases, and LSAs offer a lower-risk way to capture leads.
THE RIGHT MIX WILL LOWER YOUR COST PER SIGNED CASE OVER TIME
Relying on one channel alone is risky and inefficient. SEO, PPC, and LSAs each play a critical role in a law firmโs growth strategy. The goal is to invest in each channel with intention โ understanding timelines, costs, and expected ROI โ and constantly refine the mix based on performance data.
Not sure if your current agency’s recommended marketing mix is set up to maximize signed cases? Letโs talk and weโll help you find the right balance.
