4 Common PPC Campaign Mistakes Law Firms Make

APRIL, 2020

PPC for Lawyers
Pay-Per-Click Advertising
Google Adwords

style="display:block" data-ad-client="ca-pub-3838968315280924" data-ad-slot="2003707731" data-ad-format="auto" data-full-width-responsive="true">

One of the most effective ways to reach your target audience as a law firm is through PPC (Pay-Per-Click) campaigns. PPC campaigns can get tricky, and some law firms that tried to do on their own with little knowledge of how it works have failed. So, if you’re planning to kick off a PPC campaign, here are some common mistakes that you need to avoid.

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.

2) No Specific Landing Pages

A landing page is essential to your PPC campaign because it’s the first thing that users will see when they click on the ad. Its primary purpose is to get users to take a specific action. Most individuals who are looking for a law firm is searching for a specific lawyer; therefore, a general landing page that talks about your firm will not cut it.

Before you launch PPC campaigns, make sure that you have specific landing pages for users who will click on your ad.

3) Ineffective Keywords

Before you create a PPC campaign, you need to have all your keywords ready—and that means these keywords must be the right ones to use for your ads. One of the reasons PPC campaigns fail is because they are either too broad or competitive. Finding just the right balance in between will do the trick.

Use keyword tools, such as Google Adwords’ Keyword Planner tool, to identify keywords people are typing on search engines when looking for a specific service that you provide. Stay focused when selecting keywords and choose the ones with higher user intent.

4) Ineffective Ad Copy

Another common mistake by law firms in PPC campaigns is ineffective ad copies. You have limited space to write a great ad, which means you need to make the most out of it. Inefficient ad copies are a total waste of money.

A great tip when writing an ad copy for a PPC campaign is not to focus on how great you are. Instead, answer the users’ questions and show how you can solve your audience’s problems. Another thing to do is to make your ad copies local by targeting individual locations with your campaigns to make your ads more relevant.

5) Conclusion

These are the most common mistakes law firms make with their PPC campaigns. PPC isn’t easy—it requires PPC management experts to guarantee that your campaigns are on the right track. So, if you’re planning to use PPC to market your law firm, you need to choose the right PPC agency.

Finding a PPC agency today isn’t difficult with the many choices out there. You need to choose an agency that will suit all your firm’s needs and budget. PPC campaigns can help you reach the right clients and grow your practice.

We are a PPC agency in New York. Contact us today and see how we can help you launch successful PPC campaigns!


IconosquareThe most powerful social media analytics, management and scheduling platform for brands and agencies. Create high-converting websites & landing pages Quickly & easily publish your first webpages in a matter of minutes Start with a conversion-optimized,...

The Manifest Names DiscoverMyBusiness as one of the Most-Reviewed PPC Companies in New York

The Manifest Names DiscoverMyBusiness as one of the Most-Reviewed PPC Companies in New YorkThere are thousands of ways how you can utilize digital marketing for your business, but one of the biggest and most popular solutions today is Pay Per Click. PPC has been one...

Hire the Best Marketing Manager: Your Guide to Top Talent

Snagging the right marketing manager can be a game-changer for your business. A standout marketing manager leads campaigns, ignites brand growth, and pushes revenue to new heights. But let’s face it finding that world-class marketer isn’t always a walk in the park.

How do I Hire a Head of Marketing: A Step-by-Step Guide

Finding the right person to lead your marketing efforts is a game-changer for any business. It’s not just about getting someone who can juggle numbers and brainstorm campaigns; it’s finding that strategic thinker who aligns with your vision, connects with the team, and drives results. So how do I hire a head of marketing?

Smart Conversion Rate Optimization Strategies for More Sales

Let’s cut to the chase: boosting your site’s performance is about turning browsers into buyers. That’s where conversion rate optimization strategies come in handy. You’re here because you want to up those numbers, right? By digging into this article, you’ll snag insights on how a good conversion can revamp digital marketing efforts and why every percentage point increase matters.

Creating a Paid Media Budget for Small Businesses: A Guide

So you’ve got a killer product or service and now it’s time to let the world know. That means stepping into the arena of paid media, a game-changer for small businesses aiming to grow big. It’s no secret that marketing can make or break your business, but how do you get started without draining your wallet?

How to Reduce Marketing Agency Costs in a Company: Smart Tactics

Marketing agency costs sneak up on businesses, chipping away at profits and stirring up tension between shareholders and managers. These are the hidden charges you pay when goals misalign, communication falters, or decisions miss the mark.

Navigating Typical Marketing Agency Cost in United States

Let’s cut to the chase: knowing the typical marketing agency cost in United States is a game-changer for any business stepping into the world of outsourced advertising. You’re about to get the scoop on what bucks you’ll be shelling out when teaming up with a marketing guru.

How to Hire a Fractional CMO: A Step-by-Step Strategy

Think your marketing strategy could use a shot in the arm? Maybe it’s time to consider bringing on a fractional CMO. It’s like hiring a full-time marketing guru, but without committing to the hefty salary and benefits package. Companies big and small are getting wise to this move it offers fresh expertise and keeps you ahead of digital trends while being kinder to your budget.

Best Practices for Hiring a CMO: Your Guide to Success

Finding the right Chief Marketing Officer can be a game-changer for your business. Best practices for hiring a CMO will lead you through this complex journey. You’ll discover how to define their role, who should join forces in the search, and what it takes to align their responsibilities with your company’s vision.