Learn how pay-per-click advertising can help you bring in a consistent stream of new business.

1. Expanding Your Reach through
Paid Advertising
Legal Marketing Masterclass Series

2. Housekeeping
● Session length: 60 minutes
● Use to engage with fellow meetup attendees
and select “everyone” in the dropdown
● Use to ask questions directly to panellists
● Please fill out the survey at the end of the session

4. 4
Agenda
● Meet the Panelists
● Audience Polls
● Paid ads: from why it matters to how to implement
your next campaign
● Additional polls & resources
● ClioCon Giveaway!
● Q&A
● Optional survey

5. 5
Rio Peterson
Affinity Partnerships Manager, Clio
rio.peterson@clio.com
Sachin Bakhai
CEO, LAWKPIs
sbakhai@ezlytix.com
Today’s Speakers
Audrey Ehrhardt
Digital Marketer, Practice42
alli@practice42.com
Alli Weese
Founder, Practice42
audrey@practice42.com

6. 6
Does your firm use
paid ads?
a. Yes, I manage this
b. Yes, someone else at my
firm manages our ads
c. No, but I’d like to
d. I’m not sure

7. Why Does Any of this Matter?
Let’s Discuss The Attorney Marketshare Reality
• Marketing ROI is not magic as there are two ways to
raise your revenue
1. Sell more products to your existing market share
2. Increase your market share to sell one product
• Most lawyers have one main service or fixed services
or a one time transaction they cannot be flexible about

8. Our Goal in Legal Marketing is to Build
Credibility
• Where do we put this education? Everywhere!
• Your digital presence: website, reviews, social media, paid ads
• Your print materials, books, or lobby arsenal (videos, posters, brochures)
• Your referral network and speaking
• 3 Overall Campaign Goals
1. Increase Visibility
2. Brand Awareness
3. Issue Awareness
• 2 Goal Results:
1. Potential clients are prequalified
2. Potential clients may even be pre-sold

9. Why Search Engine Optimization and Paid
Ads?
IMMEDIATE
RETURNS– BIGGEST
ADVANTAGE
ROI EASY TO
CALCULATE
DUAL CAMPAIGNS
RECOMMENDED
CONVERSIONS
JUSTIFY SPEND
GOOD RANKINGS
ARE A START, GET
MORE EXPOSURE
“Google Ads and SEO are not competitors, they are powerful tools to
be used in tandem in your digital marketing arsenal.”

10. Google Ads Account Structure Is Key For Success
• Account: your Google Ad
account is associated with a
unique email address and
billing information.
• Campaigns: each campaign
has its own budget, bidding
strategy and settings that
determine when your ad will
appear.
• Ad Groups: each ad group
within a campaign contains a
set of ads and keywords that
you want to use to target
specific audiences or topics.

11. Keyword Strategy Implementation
Keywords are
words or phrases
that are used to
match your ads
with the terms
people are
searching for.
Selecting high
quality, relevant
keywords for
your advertising
campaign can
help you reach
the customers
you want, when
you want.

12. Measuring Performance
• Clicks
• Impressions
• Click-Through Rate (CTR)
• Total Cost
• Average Cost-per-Click (CPC)
• Conversion Rate (CVR)
• Conversions
• Cost-Per-Action (CPA)
• Your Firm Data***

15. You Have To Put In Effort Too
1. You have to track where business comes from each day!
2. You have the look at the data you gather to make smart decisions!
3. You have to monitor both intake and client management issues!
4. Don’t work with a company that doesn’t provide reports!
5. Don’t blindly pay any marketing firm without legal experience, it’s a different animal

16. Know as a Business Principle That Marketing
Costs the Practice Attorney in 1 of 4 Ways
1. You do nothing and your competition realizes your dreams
2. You do it yourself as DIY-er and lose billable time
3. You have an untrained staff member do it and get the double
loss of billable time and not knowing what they are doing
4. You use a company that doesn’t work with you

17. Your Next Steps
•Decide what your goals are (short and long term)
•Determine what you need to reach them
•Decide who will be in charge of spearheading this in your law firm
• Identify the marketing help solutions you need
•Don’t wait to jump into marketing and GET RESULTS!

18. 18
Clio’s Offerings &
Additional Resources

19. Clio Manage
Legal practice management software
Our most popular product—the industryʼs leading solution
to help manage clients, organize cases, and automate tedious
tasks like getting paid and month-end billing.
Clio Grow
Client intake and legal CRM software
Standardize the client intake process with online intake
forms, email automation, and e-signatures to build strong
relationships, and get powerful data insights to grow your firm.
Lawyaw
Advanced document automation
New software for solo, small- and mid-sized legal practices that
streamline information gathering and document assembly with
programmable templates, built-in e-sign and other features.
Clio’s Offerings

20. Polls: Participate to win a $25 Starbucks card ☕
Poll 1: For Non-Clio Users
Would you like to learn more about:
a. Clio’s offerings
b. Clio Cloud Conference
c. No, I’m not interested or already
use Clio
20
Poll 2: For Clio Users
Would you like to learn more about:
a. Adding Clio Grow for client intake
b. Adding Clio Payments
c. Clio Cloud Conference
d. No, I’m not interested or already
use Grow/Payments

21. AND THE WINNER IS….

22. Additional Resources
22
● Guide: PPC for Lawyers
● CLE-Eligible Webinar, September 7: Leveraging Technology to Design
Efficient Law Firm Processes
● Workshop, September 8: Personal Productivity Tips for Actual Results
● Cloud Cloud Conference: Oct. 10 - 11, 2022 in Nashville, TN

23. 23
Additional
Questions

24. 24
Thank You