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Paid Advertising

Boost Your Leads with Pay Per Click Advertising

Law firms can purchase advertising on search engines, social media networks, business and lawyer directories, and other websites to supplement their organic traffic. Our online advertising professionals provide advertising setup, consulting, and management services to our website clients for Search Engine Marketing (SEM) and Pay Per Click (PPC) campaigns to help our clients optimize their Cost Per Click (CPC).

Search Engine Marketing

Justia provides both Google AdWords and Bing advertising setup and management.

Advertising purchased from Google appears in its search results. These ads may also be displayed in Google’s local business listings, on Google Maps, and on third-party websites that participate in the Google AdSense program.

The Bing search engine by Microsoft powers the search results on Bing and Yahoo!. While the Bing network attracts a smaller audience than Google, it does offer some opportunities for effective marketing. Ads purchased from Bing appear on Bing and Yahoo! search results. Yahoo! also offers its own advertising platform with placements in its search results and across its editorial properties.

Our Search Engine Marketing professionals can set up and manage your online advertising campaigns. We provide guidance on ad text, keywords, location targeting, and landing page design that are essential to successful search engine marketing.


Law firms can target their ads for specific keywords and phrases in Google AdWords and Bing Ads. At Justia, we help our clients develop a set of keywords and phrases that best reflect their individual practice and the localities they serve. These lists target both common terms and search terms that are less competitive to maximize cost-per-click expenditures.

Locality Settings

Attorneys and law firms can target their advertisements towards potential clients in a particular geographical area or to people who are looking for information in a specific location. To maximize the effectiveness of your campaign, you will likely want to have one or more location targets to attract local clients.

Ad Text Writing

Our Search Engine Marketing experts provide assistance with writing "call to action" text ads for Bing and Google. These ads include phrases and terms that can increase clicks by potential clients and are crucial for effective use of this avenue of marketing.

Landing Pages

Optimizing the content and layout of each landing page increases client contact conversions and maximizes the value of the clicks. Conversion rates on PPC ads increase when the landing pages are customized to the ad copy and designed to make it easy for a visitor to contact the law firm. We design the PPC campaigns so that each phrase leads to a relevant page on the client’s site thereby increasing the likelihood of the visitor contacting the law firm.


Law firms can target their advertising to past visitors of their website. This process, called “remarketing,” displays your ads to your past visitors as they browse third-party websites that participate in the Google Display Network, or as they search for terms related to your services on Google. Our marketing professionals can help Google AdWords clients set up remarketing campaigns.

Directory Advertising

Lawyer directories offer attorneys an opportunity to connect with people who are specifically seeking to retain legal counsel. Besides the Justia Lawyer Directory, we can also suggest other legal and business directories where law firms might wish to advertise.

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