Recently I had a sales call with two criminal defense attorney that are interested in hiring me to manage their Google Ads PPC campaigns to help them get more clients. These attorneys are not experts in PPC marketing, but they understand it from a business perspective and they had three interesting insights during the call. One, they could tell Google Ads must work great because they've seen the same law firms in their area advertising on Google for a long time. Two, they know what kinds of cases they want to prioritize in terms of what kinds of keywords we should be maxing out the budget on before we move to other topics. And third, they know the value of getting one new case, and that information is crucial to running a profitable PPC campaign.

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