Why Litigation Firms Keep Getting Burned by PPC Agencies

The Agency Problem

Most law firm marketing agencies are generalists. They know how to run Google Ads. They know how to optimize landing pages. They know how to report on cost-per-click and conversion rates.

What they don't know is litigation.

They don't know that a personal injury firm doesn't want every car accident lead — they want the ones with serious injuries and clear liability. They don't know that a criminal defense firm's best clients come from specific referral channels, not broad keyword targeting. They don't know that the intake process for a litigation firm is fundamentally different from a transactional practice.

What Happens When Generalists Run Litigation PPC

The result is predictable: high volume, low quality. Campaigns optimized for clicks, not cases. Intake teams overwhelmed with unqualified leads. Attorneys spending time on consultations that were never going to convert.

And the agency reports great numbers — cost-per-lead is down, conversion rate is up — while the firm's actual caseload doesn't improve.

The Draper OS Approach

Draper OS is ForVerdict's AI-assisted marketing system built specifically for litigation firms. It's not a generic PPC platform. It's a system designed around the specific economics and intake patterns of litigation practice.

The difference:

• Lead qualification built in: Not every form submission is a good case. Draper OS helps filter at the campaign level.
• Intake integration: The system connects to your intake workflow so you can track which campaigns produce actual retained clients, not just leads.
• Litigation-specific targeting: Keyword strategy, ad copy, and landing pages built around how litigation clients actually search.

The Bottom Line

PPC works for litigation firms. But it requires a system built for the specific demands of litigation marketing — not a generic agency applying a generic playbook.