Our Guide on How to Perfect Your PPC Auditing Process


MAY, 2020
Google Adwords Advertising
PPC Audit
Digital Marketing for Lawyers
For any law firms that’s invested a significant amount of time, money, and effort into digital marketing, it’s absolutely vital to ensure that everything is performing as expected.

From ensuring that social media posts get traction to make sure that the latest promotion bagged as many inquiries as possible, there are ways that you can ensure that you’re getting a good ROI on your social media efforts. Among all the different tools, strategies, and approaches that you can use to best improve your digital marketing strategy, PPC audits are one clear practice that you should implement.

Why PPC audits matter

Even though it’s not clearly known by many law firm owners, the truth is that this practice is a needed investment because it helps maximize your efforts made in paid search campaigns.

As a “final say” in any effective strategy, an effective PPC auditing process enables anyone to best understand where they can improve their plan to get the best ROI possible. Without a proper routine in place, you may end up risking even more potential opportunities than you may expect. Know that the auditing process is responsible for pointing out apparent, costly flaws that you may not see right away.

Building the best audit process

Most firms have different ways of approaching the entire process and the considerations they put into place. No matter how diversified these unique auditing processes may be, however, there are three common concepts that all of them share which are responsible for getting all the right results: relevance, response, reach.

To best understand how these factors play a crucial role in determining the effectiveness of your process, let’s go over these three factors in greater detail:

1. Getting your ads to connect to the appropriate audience: Relevance

As one of the cornerstones of any successful PPC campaign, the concept of relevancy is the first factor you should check on when going through your strategy.

Aside from choosing the right audience, it’s vital to ensure that the precious pieces of content that you pay to promote are valuable to your audience that they will click them. Take note of the following steps you should take:

  • Push content that may be relevant to whatever they need (such as an article on why pre-loved cars are a better bargain than new ones)
  • Craft relevant ad messages and landing page text that will act as your hook for an upsell
  • Advertise various services or products that your customers will need in your other diversified campaigns

2. Guiding your ads in the right direction: Reach

The way your ads get to their destination is just as crucial in determining the success of your PPC campaign. This means that you need to look at your current reach.

If you’ve been noticing that your reach is sub-optimal, you may want to take extra steps to control your ad delivery. By tinkering with various options and settings, such as targeting, ad scheduling, campaign types, automation, and bid places, you’ll be able to optimize your reach in the best way possible!

3. Getting your ads to deliver a desirable ROI: Response

After pointing your relevance and reach for your PPC campaign in the right direction, it’s time to focus on the final “R” of the equation: response.

Once everything in the campaign is working as well as it’s supposed to, your final step towards getting desirable results is to make sure that your efforts draw in even more conversions from your target audience. At this point, consider improving your offer so that you can start raking in even more results and convince those who see your ad to stay until the bottom of your sales funnel.


Making sure that your PPC campaigns perform the way you need it doesn’t necessarily have to be a convoluted process as you initially expected. As a matter of fact, all it takes is a proper PPC audit to make sure everything’s headed in the right direction!

We’re a full-service digital marketing company in New York that specializes in PPC advertising and consulting for law firms in America. Schedule a free call with us today for an in-call audit!

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