Use AI to Power Your PPC Campaigns and Grow Your Law Firm

Your PPC Campaign is Not Working!

How do we know? When we ask attorneys if they would be willing to increase their Google Ads spend by 10x, so they could get ten times the number of new clients they’re getting now, the answer we get is almost always a resounding, “Hell no!”

The reason is simple… they know their PPC campaigns are not working efficiently:

There’s too much waste in the PPC campaign
The cost per signed case is too high
The PPC campaign is generating too many low quality leads

Why Your PPC Campaign Isn’t Working

In all the Google Ads training materials, Google recommends sending your outcome data to them, so they can send you better leads. Google’s advanced machine learning is very powerful, and they have the ability to send you much better leads (and keep you advertising) if you send them your outcome data. Trust me when I tell you, Google wants you to keep advertising.

However, in a law firm, the majority of leads come in from phone calls, forms and chats. The actual ‘conversion’ happens later, possibly days or weeks later, and as a result, Google can’t tell which leads became SIGNED CASES. In addition, some of these cases were very high value, like commercial truck wrecks, while others were of lower value, like minor slip and fall cases.

Google has no way of knowing which leads became signed retainers and can’t determine what their values were. As a result, Google cannot use its advanced AI and machine learning to understand which cases are the ones you really want, and send you more of them.

Full Circle Attribution™ -
The Solution

Full Circle Attribution™ is a proprietary software platform specifically developed to communicate with Google Ads, to inform them which of your leads became signed cases and what the value of each case was, in real time. All lead data flows into the platform, is tagged, valued and matched up to the correct marketing channel, and as soon as your intake team changes the status of the lead in your CRM, the information is provided to Google’s API so Google can understand which types of cases you want, which are most valuable, and can serve your ads to the correct people.

Imagine if you ran a TV ad that reached 1,000 people. How many of them do you think would actually require your legal services? Maybe a few at best. Now imagine if you ran that same TV ad, but this time the room was filled with people who really needed your legal services… This is the value of Full Circle Attribution™. It helps Google stack the room with people it knows are much more likely to need your most valuable case types.

Advantages of FCA™

Lower costs per signed case (not per lead – per signed case).
Higher value leads from your Google PPC advertising.
Achieve a reliable cost per signed case and higher value cases that will scale as you increase your budget.

Here's How Well It Works

The data below is an example of a law firm that implemented Full Circle Attribution™. The firm was spending between $8K to $12K on Google Ads, generating 3-4 signed cases per month, with an average cost per signed case of $3050 per signed case.

After implementation of Full Circle Attribution™, sending signed case data back to Google in real time, the firm was able to increase their spend to $38K, lower their cost per signed case to $1,173, and generate 33 signed cases in one month. The next month the law firm was able to generate 43 signed cases at an average cost per signed case of $1423. Similar result the following month with 40 signed cases at a cost per signed case of $1528.

This Technology is Not New

Reporting outcomes to Google is not new. In all of its Google Ads training materials, Google requests outcome data be reported so they can utilize their very advanced AI to improve the quality of ad delivery for their advertisers. Ecommerce websites have been benefiting from outcome reporting for several years.

This is because Google can see the outcomes of ecommerce clicks easily; the purchaser clicks the ad, Google sees the click, Google sees the product purchased, Google sees the price paid (outcome value) and Google knows the person who clicked. Google then checks its treasure trove of information they have on other people who may be interested in this product– in real time, and can now show future ads to people more likely to purchase the product.

Law Firms Can’t Benefit – Google is Blind

Law firms, on the other hand, cannot benefit from Google’s AI so easily, since the leads come in as calls and forms, Google can’t see the actual outcomes of your paid clicks. Google can see that a click resulted in a phone call, but Google cannot see if that phone call resulted in a signed case, nor can Google determine the value of the signed case. In addition, Google cannot differentiate a high value signed case from a low value signed case.

Because your law firm cannot report outcomes back to Google, you cannot leverage Google’s marketing data, AI and advanced machine learning. Law firms are being left out and can’t benefit.

You Can’t Even Optimize Your PPC Campaigns Properly – Another Problem Solved

One of the biggest mistakes we see in law firms’ PPC campaign optimizations stems from this lack of accurate outcome data. Without this data, law firms can’t optimize their PPC campaigns for signed cases. The best the law firms can do to report ‘assumed outcomes’ by adding a ‘Conversion Value’ for calls over 2 minutes, and report these calls to Google with a value, for example, of $100. And for a call over 4 minutes, the law firm reports a value of $200. These are ‘assumed conversions’ or ‘assumed outcomes.’

The problem with assumed outcome reporting is that the long phone call you just reported as a conversion may have come from a sales person, or from your Mom, and now you reported erroneous information to Google, leading to the opposite effect of what you’re trying to accomplish! Assumed conversion reporting is the best most law firms can hope for, and is a reason why your costs per signed case are so high and inconsistent.