Focusing too much on being on the top
As lawyers, it’s in your nature to want to rank first place. However, when it comes to AdWords, ranking No. 1 on a particular keyword doesn’t automatically mean that your campaign is effective. While you get the best clickthrough rates for being on the top, you’re only wasting money if your ads aren’t profitable.
On the flip side, having an average rank might generate fewer clicks, but those clicks cost a lot less. The ads end up being more profitable as less money is involved. Additionally, when searching for lawyers, people tend to shop around first, and their decision doesn’t always go to the first law firm they see.
In case you’re No. 1 on search results, you will garner lower quality leads if you end up coughing up more money on clicks rather than actually gaining customers from those clicks. The best course of action here is to aim a ranking between 2 to 2.5, which would allow you to collect more informed leads.