According to WordStream, the words Attorney and Lawyer are two of the ten most expensive keywords used in Google AdWords. This partly explains why on-line advertising is so expensive for the legal industry and why, for many, their return on marketing spend is lower than they expect. It is a cut-throat business and it is hard for legal firms to differentiate themselves. Often lawyers will find themselves paying $50 or more per click for campaigns that still don’t generate qualified leads.
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