PPC or Content Marketing: Who is Better for Law Firms

Lawyers are targeting the digital space to promote their practice and attract more clients. The world of digital marketing has evolved significantly over the years. Attorneys have multiple routes available to them for marketing their firms. A common dilemma facing them is PPC or content marketing for law firms, which strategy will be more fruitful? In this post, we are comparing both the techniques on some key metrics. This will help legal practitioners understand which approach they must adopt for popularizing their practice among relevant audiences. Both strategies are completely different from each other in character but essential for best internet marketing for lawyers. While content marketing focuses on providing value to the end-users so that a favorable image of the brand is created. On the other hand, Pay-per-click (PPC) advertising allows marketers to target relevant searches through adverts. Let’s take a look at this brief comparative study of both the techniques.

1. Time And Effort

Lawyers need to invest a significant amount of time and effort into creating high-quality content. They have to identify topics that will resonate with potential clients. They also have to make sure that the material is unique and provides value to the audience. Moreover, fresh content must be uploaded regularly. Creating a PPC ad campaign requires you to select some suitable keywords and assess their competitiveness. Then you have to plan your budget and prepare a good ad copy. Once the campaign is launched, it will run for the specified durations. You do not need to make as sustained an effort as required for creating and publishing quality content.

2. Investment

Another important metric on which both strategies need to be compared is investment. Many people feel that running a PPC campaign is cheap because you only pay when someone clicks the commercial. However, lawyers cannot take solace from this fact as keywords related to the legal landscape are among the most expensive search phrases in terms of cost-per-click (CPC). The “attorney” keyword has a CPC of around $47 while “lawyer” is priced at $42. A PPC campaign can be expensive as compared to content marketing efforts. In case, you are not creating the material, then you will need to hire a professional for the purpose. Even if you add other expenses like subscribing to writing and marketing tools, the final cost will not be as much as a paid search ad campaign.

3. Results

Another aspect to consider while studying the PPC or content marketing for law firms topic is the results they provide. There is no doubt that an efficiently managed paid advert program will generate quick results. If your legal practice enjoys a solid reputation and you have planned your campaign properly, then you can capture prime real estate on SERPs. However, content marketing cannot guarantee immediate results. You need to put in sustained efforts to see your posts appearing in related searches at prominent positions. It must be said though that the organic benefits of publishing valuable material can provide long-term gains to a lawyer.

4. Audience Targeting

In order to make sure that your content reaches the relevant audience, you need to have a proper distribution plan in place. It is essential to promote the material on social media and other digital channels so that more and more potential clients get exposed to it. A PPC campaign allows you to precisely target only those people who are actively looking for an attorney or law firm in your practice area. The adverts will appear only in the searches where your chosen keywords have been used.

5. Tracking The Progress

Performance tracking is a key aspect of marketing. It helps you to know whether your strategies are working perfectly or need some modifications. Tracking the progress of an ad campaign is easy. When you use a platform like Google Ads, it allows you to monitor traffic, conversions, and other elements so that you can calculate your returns. You can use analytics to track the performance of your content also. The tool can help you know the page views and bounce rate of your blog. This will help you know whether people are going through the material published by you or not. However, analyzing different factors can be confusing if an attorney does not have prior experience of using an analytics tool.

6. Audience Engagement

A paid search advert can never engage an audience like an informative and interesting article does. The biggest benefit of publishing valuable material is that it helps in building relationships with the audience and boosting their engagement with a brand. A tax attorney publishes an enlightening post about how businesses can minimize their liabilities after the government introduces a new tax. Chances are the readers will return to the website in the future to know about other related subjects. This kind of engagement is not possible in a PPC campaign.


It will be incorrect to choose one strategy from PPC or content marketing for law firms. Lawyers need to use content marketing to generate long-term organic benefits. At the same time, they can use short paid search ad campaigns to get quick results.