At first glance, you may not notice the key differences between Pay-Per-Click (PPC) and Pay-Per-Lead (PPL) marketing. The ultimate goal of both is simple: to generate new business for your law practice at the lowest cost possible. But the way in which each tactic acquires business (referred to as “lead generation”) could not be more different. Since every marketing dollar matters, particularly for firms with smaller budgets, it’s imperative to know which model is best for your bottom line.
I’ve spent the last 5 years working with thousands of solo attorneys and boutique law firms, so I’m particularly passionate about helping law firms get more bang for their buck. There are several inherent differences between PPC and PPL, and over the last 5 years, my advice has remained the same: the Pay-Per-Click model will be the biggest win for your practice each and every time. Here’s why:
1) Your leads have not been properly vetted. The basis of PPL marketing has always been enticing – you are paying for “guaranteed” leads. However, this promise does not guarantee high quality leads. I work with many attorneys who have bought leads under the assumption (and hefty price tag) that they are, in fact, potential customers. However, after contacting these “potential customers,” they realize factors like the following:
They filled out a lead form online as a means of price-shopping, browsing, and looking for free legal advice. In other words, they are still in “research phase” and not ready for your pitch.
They have been contacted several times, often by your competitors, and are highly “fatigued” to any sales pitching (i.e., annoyed and unlikely to buy).
Their contact information is false, outdated, or completely wrong, and you’re not able to contact them in the first place.