Increasingly law firms are running Google Ads as an integral lead generation strategy. With it comes concerns about both competitors and bots potentially clicking on those ads and consequently driving ad costs through the roof. It’s a valid concern, particularly in most practice area verticals where the CPC (cost per click) is upwards from the $25 mark, heading over $100 for personal injury related ads.
Within our industry, we define this practice as “click fraud.” Click fraud is when an individual, computer program or generated script exploits online advertisers by repeatedly clicking on a PPC (pay-per-click) advertisement to generate fraudulent charges. Essentially, click fraud drives up ad costs, lowers conversion rates and makes user data difficult to interpret.
Click Fraud reportedly wasted approximately 20% of advertisers in 2021.
So, what do law firms do about it click fraud?
Quite apart from working with an agency like Fast Firms who exclusively works with law firms, utilising software that identifies click fraud threats and blocking them. Click fraud software basically gathers data with each click, like the IP address, location, device information, and other traits. The data is instantaneously analysed and cross-referenced with a plethora of click fraud products and devices to determine whether a click should be deemed fraudulent.
At Fast Firms, we partner with the leading Click Fraud company, Click Cease and across active Google ad accounts we have saved our clients, collectively $8,280 in the last 30days.
Take Home Message
If your law firm is currently running Google Ads or considering them, work with an agency that understands legal practice and will chase relevant keywords and secondly, ensure that your agency is doing all within their power to reduce click fraud.