Writing PPC Ads

How to Write a Perfect PPC Ad for Attorney Website

Writing PPC Ads. PPC Advertising. Attorney Website. Las Vegas, Nevada.

(also called a Pay-Per-Click or PPC) is an online advertising service that places your Ad on top, bottom or right side of the search results.

Adwords advertising can be expensive, but if run correctly it brings a new leads and new business.

Price Per Click

The price on Google AdWords is based on a complex bidding system or Ad auction, and every person pays a different amount for the same keywords based on their Click Thru Rate.

Lately, Google has really raised the bar on what they expect from your PPC Ads.


Keywords are central to both a search engine’s optimization and to PPC advertising.

Finding the right keywords for your web pages and Pay-Per-Click Ads can be a difficult process. It has a number of different stages.

The first step is brainstorming. We create a very long list of vital keywords based on:

  • Website content
  • How your customers are searching for your service
  • What problems they might be trying to solve

The second step is to refine the list. For help with picking the right keywords, paid software programs like Adobe Omniture or Wordstracker, are often used.

Google Keyword Planner is another good source of keywords. It shows you the price per click for each keyword.

Next, you set your daily budget, create an Ad Campaign and start writing your AdWords Ads.

Writing a Perfect Google Ad

The perfect AdWords Ad is the Ad that sparks both an interest and the desire to actually click on the Ad.

Let’s examine how Google Ads are structured.

Each Google Ad has four lines:

  • Headline (25 characters max)
  • Description #1 (35 characters max)
  • Description #2 (35 characters max)
  • Display URL (35 characters max)


For an attorney’s website, it’s crucial to include the main keyword you are bidding for in the Ad’s title line. Read more about How SEO Works and how we search for the right keywords for the website.

Description #1

Here is where you describe your services and/or yourself. For example, an attorney’s website might say:

  • Local and Affordable Law Firm
  • Years of Experience
  • Tough Felony Attorney
  • Specialized attention to clients
  • Proven. Skilled. Affordable Lawyer.

Description #2

Here you can tell more about yourself or use a variation of your keyword, but the most important part is your call-to-action: you have to tell the Internet users what you want them to actually do! Examples would be:

  • Call to Find Out More!
  • Learn More.
  • Call for Free Case Review!

Display URL

The last line in the Ad is your Landing Page or the link to your website.

Tip: Since the last line allows 35 characters, you could add a keyword to that line. The link to your landing page shows your real full page URL. It will look like this: www.GH-Law-Firm.com/PersonalInjury. Your landing page should be attached to this URL.

Geographic Location

The four lines ad is not the only thing that controls your Google Ad. You can set a location (Location Targeting Settings) where you want your ads to display. GEO Allocation controls the area (city or state) where this Ad will run.

Would be nice to have

Humor in your Ad would be nice to have. Humor makes people smile. Remember, "A smile can work wonders. Put it to work for you."(Ralph Marston).

Exclamations marks are good too. When this articles was written Adwords allowed only one exclamation mark per Ad.

Don’t worry if you make a mistake – Google manually approves every Adwords Ad and if your Ad is incorrectly written they will send you a message and ask to re-write it.

Excluding certain keywords may be a good thing

It is a good idea to exclude certain keywords, so you don’t have to pay for unnecessary clicks. For example, if you are advertising an attorney website, exclude keywords like:

  • Pro bono
  • Research
  • Half price attorney
  • School
  • Free
  • Student

Final Thoughts

Practice makes it perfect. The more Ads you write the better you become; if you think!

The Google AdWords program is constantly changing and evolving; new services become available and old services are canceled or discontinued.

To learn more about Adwords read our article PPC Ads: Goals and Benchmarks.

It's worth to mention that Google provides an excellent support to their Adwords program and if you have any questions, don’t be shy and call Adwords Help Line.

To stay on top of what is happening in the AdWords world we recommend to read the Google AdWords Blog.

Additional Resources:

Insides to Google Auction. In this video prepared by Google Adwords you will learn how price per click (PPC) is calculated and how Click-Thru-Rate (CTR) affects the price per click you are paying.

Adwords Official Blog. Reading Google Adwords blog will help you to stay connected with Adwords community and learn about the latest AdWords changes.

PS. This article was last updated in January 2016.

DigitalMosaics.net is specializing in web design, web development, and search engine optimization.
E-mail: info[at]digitalmosaics.net.

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