3 Common Misconceptions of PPC Advertising for Law Firms


MAY, 2020

PPC Advertising
Google Adwords
Law Firm Advertising

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As a law firm, your goal is to have a solid website with a web presence so that your prospective clients can easily find your firm online and contact you for any legal services. However, organic Search Engine Optimization (SEO) efforts can be a tricky process and may not do enough for your site to be found online. This is where pay-per-click (PPC) advertising comes into the picture.

PPC allows you to personalize and display your ads where you’ll have to pay every time a user clicks on your ad. With those clicks, users will be directed to the official website of your legal firm so that they can easily get in touch with you for any legal services. Before you take the plunge, however, be wary of some common misconceptions circulating about PPC that can impact your legal business.

In this article, we will share with you three myths about PPC advertising for law firms that you should know about:

Myth 1: It is quite costly

The idea that PPC advertising can be quite costly isn’t necessarily true. Sure, it may require you to shell out a certain amount of money for the campaign. Yet, if you set a budget and commit to it, you’ll then reap the benefits of your hard work and investment.

In just a matter of time, you’ll have potential clients visiting your law firm. Regardless of the initial amount you spent, it will be worth it when your client number increases.

Myth 2: It appeals to bad clients

Because PPC campaigns are essentially broad, some think that it may only attract bad clients. Although it is true that users may find ads that have nothing to do with what they’re looking for, PPC advertisements can be controlled so that you only target those who you’re trying to reach out to. As a rule of thumb, take proper steps and change simple settings so you can effectively target your market. You can do this based on your location, field, and service area.

Myth 3: It doesn’t require a comprehensive marketing strategy

Many law firms and companies assume that PPC campaigns are straightforward. They think they merely need to display their ads and pay for every click. What many fail to realize is that PPC ads entail a comprehensive online marketing strategy for it to be successful. This even includes leveraging other marketing channels.

The goal is to have prospective customers click your ads and look over your website. More than anything else, however, you will want them to get converted. Ultimately, hiring a PPC agency can make a difference in the success of your PPC ad campaign.


There are many rumors and myths about PPC that aren’t necessarily true. As outlined above, PPC advertising will be beneficial to your law firm because it can help you pick your ideal clients, focus on areas where you want more business, and become a core piece of your marketing strategy.

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