Emily StephensSo You Want to Start a Pay-Per-Click (PPC) Campaign

Getting started with a new Google AdWords campaign is crucial to generating leads but it can also be overwhelming to know where to begin.

First, think about the most important components of your website. Your business name, practice areas, location, something unique about your firm and why someone should visit your site or contact you should be your starting point.

Tips for getting started on a new Pay-Per-Click (PPC) campaign.


Set up a small campaign strictly for your brand name. For users who already know your firm name, your ad will immediately show up for a low CPC since a) it’s unlikely your keywords are highly competitive and b) the quality score will be high since the terms are relevant to your site content.

Practice Areas

If your firm has several practice areas, concentrate on the areas with the highest case value to maximize your return on investment. Typically, the highest case values have competitive bids on Google AdWords, so bear that in mind when deciding a monthly ad spend.

Selling Points About Your Firm

Is your firm available 24/7? Do you provide free consultations? Do you have expertise in one niche area? Know your business’ selling points and then talk about them – in every single ad. Let your consumers know why they should click on your ad rather than your competition’s.

Targeted Locations

Rather than spreading your ad thin amongst many areas where you don’t typically bring clients in front, focus in on a small radius around your firm. You’re most likely to bring in leads and new clients within a 5- to 10-mile radius than anywhere else.

These settings will make a huge impact on the overall success of your campaign(s). The overall structure of the campaign(s) can make or break your account’s success, so make sure you have the proper settings in place.

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