Mistakes to Avoid in PPC Marketing for Lawyers: Ensuring Effective Campaigns

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Pay-per-click (PPC) marketing can be useful for lawyers looking to attract new clients.

However, these campaigns can lead to wasted money and missed opportunities if not managed properly.

This can become clear from the fact that after setting up their PPC campaigns, 72% of the companies don’t even review them once.

You need to know about these typical errors and how to avoid them if you want to make sure your PPC campaigns are successful and provide the best value for your money.

To help you maximize your PPC success, we will go over a few of these mistakes in this article.

Not Investing Time In Understanding Your Audience

One of the biggest mistakes lawyers make in PPC marketing is not fully understanding their target audience.

While at it, knowing who needs your legal services is key to creating effective ads.

For example, if you specialize in family law, your audience might include people going through a divorce or custody case.

To avoid this mistake, spend time researching your potential clients.

  • What are their concerns?
  • What legal advice might they be searching for?

Modifying your campaigns to answer these questions will make your ads more relevant and increase the likelihood of attracting clients suitable for your services.

Selecting Keywords Without Proper Research

Choosing the wrong keywords can quickly drain your PPC budget.

Lawyers often make the mistake of targeting too broad or highly competitive keywords, which can be costly and less effective.

Instead, you need to focus on specific and relevant keywords that your potential customers will search for when finding your services online.

Use tools like Google’s Keyword Planner to find the right keywords.

Also, don’t forget to include negative keywords.

Wondering what negative keywords are? These prevent your ads from showing up in searches that aren’t relevant to your practice, such as “free legal advice,” if you do not offer free services.

Badly designed Landing Pages

Sending PPC traffic to your homepage or a poorly designed landing page is a common mistake.

Your landing page should match the various claims and promises made in your ad and provide a clear, compelling reason for potential clients to contact your law firm.

Ensure each landing page has a strong call to action (CTA), such as a contact form or a phone number, and that it is optimized for conversions.

The content should be directly related to the ad, and the design should be clean and professional.

Failing to Track Results

Not tracking the results of your PPC campaigns can lead to continued mistakes and ineffective strategies.

It’s important to use tools like Google Analytics to monitor how well your ads are performing.

This includes tracking conversions, which are actions you want users to take, such as filling out a contact form or making a phone call.

While at it, ensure that you analyze your results. This way, you can see what’s working and what isn’t and thus make necessary adjustments.

For instance, if you notice that some ads aren’t generating leads, you might need to modify your ad copy or even make changes to your targeting.

Not Leveraging Geo-Targeting

For most lawyers, it’s not surprising to have the entire clientele as local.

A common mistake in PPC campaigns is not using geo-targeting to focus on the specific geographic areas where potential clients are located.

Without geo-targeting, you might be wasting money on clicks from people who are unlikely to become your clients because they’re simply outside your service area.

It’s a no-brainer to set up geo-targeting in your PPC campaigns to include only the regions where you practice.

This will help ensure that your overall advertising budget is spent on attracting viable leads.

Ignoring Mobile Optimization

With more and more people using smartphones to search for legal services, ignoring mobile optimization in your PPC campaigns can be a costly oversight.

Your ads and landing pages must be properly optimized for various mobile devices to ensure a great user experience.

Check that your landing pages load quickly on mobile and are easy to navigate, and ensure that forms are simple to fill out on a small screen.

Also, consider using click-to-call buttons in your mobile ads to make it seamless for potential customers to contact you.


Make sure to avoid these common mistakes in PPC marketing for lawyers and take the effectiveness of your campaigns to the next level.

By hiring experienced PPC experts, you can have a successful PPC strategy that focuses on bringing valuable leads.