Common Misconceptions About PPC Advertising for Attorneys

Pay-Per-Click (PPC) Advertising is a form of digital marketing used to drive online traffic and leads through paid ads. With so many marketing platforms (Google Ads, Meta Ads, YouTube, etc.), as well as types of ads (text, video, etc.), it’s no wonder that attorneys get confused about PPC marketing.

In fact, there are many common misconceptions about PPC, from how it works to what “targeting” really is to what a “healthy” advertising bud

First Thing: What is ‘PPC’?

PPC (pay-per-click) is a type of digital advertising that involves running paid ads to generate traffic, leads, and visibility for a business. These paid ads can be displayed through various marketing channels; the most popular being Google Ads, Meta Ads (Facebook and Instagram), and YouTube ads.

Business owners can use PPC marketing to target specific audiences, promote products, “bid” on keywords in Google Search, drive website clicks, get more phone calls, and much more. The term “pay per click” refers to the structure in which you (the advertiser) pay a fee for each click on your ad. This fee can vary widely depending on your industry, target market, audience, and competition level in your niche.

Do Lawyers Benefit from PPC?

Yes! (typically)

PPC can be beneficial for lawyers who have enough marketing budget to compete with paid ads in their space. If many law firms are bidding on the same keywords or audience, this can drive up costs. PPC is a “pay to play” strategy that requires planning, adequate ad spend, and continuous monitoring.

For lawyers who have the resources to run paid ads, this can bring many benefits, including:

• More online visibility
• More brand recognition for their firm
• More website traffic
• More leads/new client inquiries
• More speaking and networking opportunities
• Increased social media presence

Lawyers or law firms that don’t have the budget to run paid ads can still benefit from other types of online marketing, such as Search Engine Optimization (SEO), Content Marketing, and Social Media.

Misconception 1: “PPC is the Same as Google Ads”

Often, the terms “PPC” and “Google Ads” are used interchangeably. But, while Google Ads is a popular PPC platform, it is not the only one out there. “PPC” simply refers to a category of digital marketing that involves pay per click ads, and includes several platforms.

Some other common PPC platforms include Microsoft Advertising, Facebook Ads, YouTube Ads, Instagram Ads, and TikTok ads. Each platform offers valuable PPC opportunities, depending on where your target audience spends their time online. With that, each platform requires a unique advertiser’s account and a custom-tailored campaign strategy.

Misconception 2: “PPC is Only for Very Large Law Firms”

Many lawyers think that PPC only makes sense for big law firms with big ad budgets. And while it is true that you need a *sufficient* ad budget to see results from PPC, law firms of any size can benefit from SEO.

A law firm’s ad budget will vary depending on the size of their market, the competitiveness of their niche, the search volume of their target keywords, and the average Cost Per Click (CPC) of those keywords. A “healthy” ad budget for a small law firm might be $2000 per month, based on these factors; a “healthy” ad budget for a large law firm might be $10,000+ per month, based on their own market factors.

PPC can be tailored to nearly any budget, and small businesses can see excellent return on investment (ROI) with targeted campaigns.

Misconception 3: “With PPC, The Highest Bid Wins”

When it comes to PPC, it’s easy to assume that the highest bid wins. In other words, many lawyers think that the law firm throwing the most money at an ad/keyword is guaranteed to rank the highest. But this isn’t necessarily true.

Platforms like Google Ads consider quality score too, meaning ad relevance and user experience impact your ad rankings as much as budget. One law firm might be spending a lot of money on their ad, but if it doesn’t resonate with their target audience, it isn’t likely to yield results. Make sure your ads are targeted, well-written, and drive user action (clicks).

Misconception 4: “Once the Ads Are Live, the Results Are Automatic”

You put all this time into creating amazing ads, so once you launch them, the leads will start pouring in, right?

Unfortunately, not really. Most PPC campaigns require a “ramp-up” phase where you test different ads, review the results, and make adjustments. If you just “set and forget” your ads, you’re likely to lose out on opportunities for optimization, meaning you won’t get the best results.

PPC results are not automatic; your ads require active management. That’s why many law firms choose to work with a PPC marketing agency to monitor their ads, make adjustments, measure results, launch or end campaigns, etc. Like any form of marketing, you need to review the results and refine your strategy over time.

Misconception 5: “More Keywords = Better Results”

Many business owners believe that bidding on as many keywords as possible (i.e. taking a “broad strokes”) approach means better results and more leads. But targeting a ton of keywords (specifically, low-relevance keywords) is just a good way to waste your ad budget. Quality is much more important than quantity.

With your ads, focus on highly relevant, well-performing keywords that relate closely to your business. For example, “DUI Attorney Washington” is a more targeted, specific keyword than “law firm” or “lawyer”. Narrowed targeting often yields better ROI compared to taking a broad approach.

Misconception 6: “PPC is Better Than SEO”

PPC and SEO serve different, albeit similar, purposes. And each has its place. PPC is not inherently “better” than SEO, nor vice versa. It just depends on your business model and what you are looking to accomplish.

PPC is great for law firms looking to generate traffic and leads faster than traditional marketing methods, but have the budget to match the higher cost of running ads. PPC can also be a key difference maker for law firms in highly competitive markets.

SEO is more of a long-term strategy, relying on website optimization to drive sustained traffic and, eventually, leads. The results of SEO can be long-running and don’t require a continuous “bidding” strategy like what’s needed for PPC. However, this also means that it can take a bit longer to see results. SEO tends to be more affordable, cost per lead wise, than PPC.

PPC offers instant traffic and visibility, while SEO builds a sustainable, organic presence. A combined approach often yields the best results.

Misconception 7: “PPC is Easy, Even for Beginners”

As much as we would love to say that PPC is “easy”, that’s not really true. We see a lot of lawyers waste money on PPC when they try to do it themselves. Take for example the $5 Facebook Ads — Facebook will often trick business owners into “testing” ads, but a budget that low won’t yield any results. It just ends up being a waste of money.

Unless you have experience with online advertising, we highly recommend working with a professional PPC agency. They will understand the nuances of keyword research, targeting, budget management, ad optimization, and performance. While you’ll probably have to pay a management fee, you’ll rest easier knowing you aren’t wasting your money on fruitless ads. Just be sure to do your research to find a reputable, trustworthy agency!