According to an article in TechCrunch (link) “Attorney” and “Lawyer” are among the top 10 most expensive keywords in Google Adwords.  Keywords related to “attorney” searches are the 4th most expensive and keywords related to “lawyer” searches are the 6th most expensive.

From our experience, these two keyword categories can be very costly in Adwords — especially when trying to focus on a small metro area.  For instance, the keyword “bankruptcy attorney” costs between $10 and $15 per click and if you add a geo-modifier (Los Angeles Bankruptcy Attorney for example) the Cost per click goes up to $20+.

If you assume that 1 out of every 5 clicks results in a new lead (a very optimistic conversion rate) then you can expect to pay $50 -$100 per lead when you run search campaigns using the term “bankruptcy attorney”.  If you’re click to lead rate is 8 to 1 or 10 to 1, then your cost per lead rises to $80 – $200 per lead.

Because of these high costs, many attorneys throw a lot of money into paid search advertisements and then end up throwing in the towel on PPC.  To effectively run your own PPC campaign, you need your own in-house PPC manager or you need to hire a PPC management agency.  Both of these options are costly and just add additional cost to your marketing budget.

But there is another option.  Instead of paying Google directly for PPC ads and paying an employee or agency to manage these ads for you, you can skip all of the pay-per-click costs and just pay for conversions.  LeadRival’s lead generation program advertises nationwide on your behalf and assumes all the risks associated with PPC advertising.  By purchasing leads from LeadRival (instead of “clicks” from Google or Bing) you eliminate all of the overhead of a PPC campaign and only pay for people who are actively interested in talking to you.