The one thing to keep in mind with your Pay-Per-Click campaign (PPC) is that it is not a matter of just getting traffic.  If that were the case, I could spend all day having my friends and family members clicking on your ads.  I am much more concerned with how much of that traffic turns into clients.  

If you get too many clicks and not enough calls, we need to tweak the campaign.  We may need to change the keywords, change the geographic reach, or change your position.  Don’t count on your reports and web stats to tell the whole story.  Your feedback counts, too.  It’s good to include PPC as part of your law firm marketing strategy, but make sure that you are tracking it correctly.