You’re not alone. Many businesses, including law firms, have run campaigns on Google AdWords or another form of online advertising before and haven’t seen any measurable returns from it.
The lack of results generally stems from one or several critical areas in building and optimizing a pay per click campaign.
1) The audience was either poorly defined or inadequately targeted for the type of ads your business was running.
2) Costs and CPC bids weren’t properly controlled, ad budgets were wasted on the wrong clicks, or too few clicks to yield adequate returns
3) There may have been a problem with the ad or landing page that weren’t optimized and hence led to low conversion rates.
Another possibility is that your conversion and call tracking wasn’t properly set up and therefore you weren’t able to measure the results. There are circumstances where this is really important for optimizing ad delivery to achieve conversions at optimal cost levels. However, from a standpoint of why AdWords or other forms of PPC ads didn’t generate a positive return, your intake process should indicate to you how many new clients and files were generated from online ads or a Google search.