Google makes search engine marketing a critical tool for any business looking to attract potential customers. For law firms, pay-per-click (PPC) advertising presents an effective way to reach prospective clients and generate leads.

Merely having a website isn't enough for businesses—including law firms—to ensure online visibility. As more law practices establish their online presence, the digital landscape becomes more competitive. This is where Search Engine Marketing (SEM) comes into play.

When it comes to using paid search to advertise your law firm, it is important to employ a defined process and methodology to determining your goals, setting up your campaigns, measuring success and scaling your practice.