1) Improper Campaign Settings
Lawyers are not experts in PPC campaigns, which is why one common mistake seen in law firms is that the campaign settings are incorrect. Google Adwords allows advanced location settings, in which it lets firms reach people in various ways. Most of the time, they choose the option to target “people in, searching for, or who show interest in my targeted location.”
If you look at it that way, it seems like it’s the right option. However, this setting can actually trigger your ad anywhere as long as a user shows interest in your location. Therefore, you gain unwanted traffic. That’s why it’s essential to understand what each setting does and how it will affect your campaign.