How Pay Per Call Marketing Can Grow Your Small Law Firm

Pay Per Call marketing traces its roots to the days of late-night television advertisements offering products and services to consumers. Individuals viewing an advertisement called a specific 800-number to make a purchase, allowing that company to trace that transaction back to its marketing spend on the infomercial.

Today’s Pay Per Call marketing is a much more powerful tool that can help you track your marketing dollars and target the right consumer niche to help grow your business. There are a lot of tools available in the Pay Per Call arsenal, but as a small law firm, none are greater than the two tools we’re about to discuss.


Also known as geolocation, geotargeting allows you to specify the regions within which you want your Pay Per Call marketing efforts to focus. With the help of a distribution partner, your Pay Per Call marketing campaign can focus on specific suburbs or small towns near your office. This allows you to ensure that your time and money are spent helping people within reasonable reach of your office.

This will save you money in a number of ways. First and foremost, you won’t end up driving all over to meet with different clients, nor will you damage your image by having to turn down clients simply based upon location. Your Pay Per Call campaign can be set to appear only in the areas you wish to serve.

Read More: Exploring Basic GeoTargeting Tactics for Your Small Business

Case Targeting with Keywords

Another powerful tool that helps a law firm more than some other businesses is the ability to target consumers based upon keyword searches. Let’s say, for example, that your firm specializes in divorce proceedings and wants to service a specific area. You can assign specific keywords such as “divorce attorney in (your city),” “divorce attorney near me,” or “best divorce attorneys in (your city)” to your Pay Per Call campaign.

When potential clients conduct online searches using these keywords, an advertisement for your firm is more likely to show up on their search page results and website banner ads. Consumers will see your number and have the ability to visit your site for more information. Keywords help create a direct link between your law firm and clients looking for your specific service, placing your business phone number in front of high-value clients in need of legal advice.

Pay Per Call marketing is a great tool for building your business. Not only can it help you grow your business and enhance consumer awareness, it allows you to do so in a cost-effective manner that maximizes your marketing spend.

Read More: How to Use Negative Keywords in Your Pay Per Call Campaign