If you're like the overwhelming majority of people, when you have a question about a topic you start with a search on Google - whether you're looking for legal advice or wondering what your favorite 90 Day Fiancé couples are up to now.

Law firms trying to increase their top-of-funnel lead volume often rely on Pay-per-Click (PPC) advertising to get their ads in front of prospective clients. However, marketing your law firm through PPC ads can be tricky as legal search terms are some of the most competitive (and expensive) keywords being bid on.

That's why it's important to understand PPC advertising and how to optimize your ads to maximize your spend. Let's jump into the basics of Pay-per-Click advertising before reviewing ways to up your paid search law firm marketing strategy.