Nobody looks at page 2. Your firm needs to be on page 1 of Google. Period.

Google AdWords is one of a law firm’s best sources for immediate qualified leads since your ads appear when people search for phrases related to your services.

You can choose how you want to reach your customers. With text-based search ads, graphic display ads, or YouTube video ads, you have plenty of ways to reach your target customer with AdWords.

However, for many firms AdWords can be another money pit that they struggle to make profitable.

This could be due to their pay-per-click agency focusing on the wrong areas.

If you’re spending more than $5,000 per month on digital advertising such as pay-per-click, AdWords or other paid search you know there are a lot of moving parts.

Since 2010, Cisco Adler has specialized in working with law firms looking to increase conversions and reduce lead costs on existing campaigns. He co-founded Digital Rain out of the frustration in seeing so many agencies doing the minimum to maintain a campaign, instead of digging in to find every place possible to make improvements.

The situation he’s describing is all too familiar. There are hundreds of PPC, SEO, local search, or even big brands who sell website packages, promise the world, and then after a couple of months… put the campaigns on autopilot and rarely optimize them. All along the client continues to pay a premium for management and agency services, yet numbers stay the same or begin to decline.

In his words; “Advertisers need to stop putting so much focus on each individual metric and pay more attention to the bottom line. Do the ads make the phone ring? The first, best way to make pay-per-click profitable is to weed out the waste. Your marketing partner has to have systems that aggressively optimize your account daily.” A trait you just won’t get from the generic marketing company selling websites built like all the other websites they create for law firms… because it’s cheap and easy.

With any good marketing agency partner, they look to align their goals with that of the law firm. Which, if you are spending $5,000, $10,000, or $20,000 per month on advertising you’re looking beyond traditional analytics. You’re looking for gains, in lead generation, in quality, and in conversion.

Digital Rain digs in deep, listening to every call that comes in. They want to know lead quality by source, by ad, and time of day. And they also want to know how your staff are handling those calls, and how many clients are actually signing up. Often they provide call training as part of their services.

Digital Rain also creates custom landing pages associated with your ads. Landing pages are an obsession, testing version after version with a goal of increasing the conversion rate. Then, just when you think the creation process is finalized, they do it all over again, constantly innovating and challenging their own theories to drive progress.

When proper web development, landing pages, SEO and paid search are aligned, the end result is impressive. Digital Rain clients have seen conversion rates as high as 25%, a number incredibly difficult to achieve in the competitive consumer law market. And one bankruptcy and family law firm was able to save $25,000 in wasted clicks per month after Digital Rain began optimizing their account.

And last, but not least is their pricing model.

Month to Month. Which at the average spend of their clients is a very rare relationship, and quite the risk for the service provider. The time, effort and cost involved in setting up campaigns for a monthly paid search budget of $5,000 or more could bury some agencies if the client walked. So, when they take on a law firm, Digital Rain must be very confident in their ability to deliver. Consistently.

If you have an appetite for growth and are looking for a marketing partner to take the reins and make it rain, without the traditional commitment of a long-term contract check them out.

You can reach Cisco Adler and his team at:

Chelsey Lambert

Chelsey Lambert

Chelsey Lambert is a Legal Technology Specialist, published Author and CLE Speaker. As a former Practice Management Advisor for the Chicago Bar Association, and Vice President of Marketing for a leading case management provider she has seen our industry from many angles. Today, she works with vendors to bring their products or emerging technologies into the marketplace. And, teaches legal technology courses to lawyers all over the country sharing different ways technology can benefit their law firm. As Founder of Lex Tech Review and Lex Tech Media Group she welcomes the opportunity to chat!