4) It Should Land on the Right Page
If you hear stories of PPC ads being useless to certain law firms, the reason is most likely because the ads aren’t linked to the right pages. Unfortunately, many of these PPC agencies link their ads to their homepage, something which doesn’t help the user. What the user wants is that the ad takes them directly to the service offering.
In other words, the PPC ads you implement should be bringing your audience straight to a landing page that is directly related to the ad. The landing page, then, should also be of value to the visitor, as well as provide a clear CTA with forms to help them get what they want as quickly and as easily as possible.