Choosing the right PPC agency can have a significant impact on your firm’s growth, budget efficiency, and long-term marketing success.
For many law firms, pay-per-click advertising represents a meaningful investment. That makes selecting the right partner just as important as selecting the right platform.
Here is what we recommend attorneys look for when evaluating a PPC agency and the red flags to avoid.
1. Do They Understand Legal Marketing Specifically?
PPC management is not one-size-fits-all. Legal advertising behaves differently from many other industries due to higher competition, higher costs, and unique intake dynamics.
When speaking with an agency, ask:
- Do they have experience working with law firms?
- Can they explain how legal PPC differs from other industries?
- Do they understand intake challenges and lead qualification?
An agency that primarily works in e-commerce or home services may apply strategies that don’t translate well to legal marketing.
2. How Do They Define Success?
Not all agencies measure performance the same way.
If an agency focuses heavily on metrics like click volume, impressions, or cost per click without discussing qualified consultations or signed cases, that’s a warning sign.
Ask how they connect advertising performance to real-world outcomes.
3. What Is Their Approach to Keyword Strategy?
Keyword selection is one of the most important components of legal PPC.
A thoughtful agency should be able to explain:
- How they identify high-intent searches
- How they filter out irrelevant traffic
- How they refine campaigns over time
Be cautious of agencies that rely on overly broad targeting or promise immediate volume without discussing quality.
4. How Transparent Is Their Reporting?
You should have visibility into how your budget is being spent and how campaigns are performing.
Look for agencies that:
- Provide clear, understandable reports
- Explain changes and strategy adjustments
- Encourage questions and discussion
Opaque reporting or overly technical dashboards without explanation can make it difficult to assess true performance.
5. Do They Discuss Intake and Follow-Up?
In legal PPC, the conversion rarely ends with a form submission.
An experienced agency will ask about your intake process, response times, and lead handling. If intake isn’t part of the conversation, the strategy may be incomplete.
6. What Are Their Expectations for the First 90 Days?
PPC requires testing and refinement. A credible agency should set realistic expectations for the early phase of a campaign.
Be wary of guaranteed results or immediate projections that seem overly confident. Strong agencies focus on steady optimization and long-term improvement.
7. Do They Collaborate or Dictate?
The best PPC relationships are collaborative.
Your firm brings knowledge of your cases, clients, and goals. The agency brings experience in search behavior, campaign structure, and performance optimization.
Look for a partner who values that combination rather than dismissing your input or insisting on rigid templates.
Red Flags to Watch For
- Guaranteed rankings or case volume
- Vague answers about budget allocation
- No clear explanation of testing strategy
- Minimal experience in legal marketing
PPC is an investment. Choosing the wrong partner can be more costly than waiting and choosing carefully.
Taking the Time to Choose the Right Partner
Evaluating a PPC agency should involve thoughtful questions, clear expectations, and a mutual understanding of goals.
If you want a broader understanding of how PPC works for law firms before beginning that evaluation process, start with our full guide:
Law Firm PPC Explained: How Pay-Per-Click Advertising Really Works for Attorneys
The right PPC agency doesn’t just manage ads. They help you think strategically about growth, intake, and long-term performance. Taking the time to evaluate carefully can make the difference between frustration and sustained success.
