If your law firm uses Google PPC (pay-per-click) advertising for lead generation, then you must see if you’re getting your money’s worth.

There are calculations you need to be making to determine your PPC ROI and makes many compelling observations about how many attorneys are throwing their money away on PPC by not employing good lead conversions techniques.

If you are in one of the 78 most expensive PPC legal categories, then you need to deploy every trick in the lead conversion book to make your investment pay. You need to:

• Have a dedicated landing page designed to convert clicks to leads (landing pages can convert up to 500% better than if you drive traffic to your website page).

• Feature video on your PPC landing page (landing pages with video have a 32-80% higher conversion rate than those without).

• Your landing page must be optimized for mobile with easy-to-follow calls to action.

• Your intake call center must be operational 24/7 — you need live bodies answering the phone at all times!