Challenges: Bennett and Fitzgerald, a prominent law firm, faced the challenge of acquiring new clients in a competitive legal market. Their primary goals were to increase the number of client leads and reduce the cost per lead while maintaining high-quality standards.
Strategic Overhaul: To meet these goals, we implemented a comprehensive strategy that included Google Ads campaigns, enhanced lead tracking, and a focus on high-intent keywords.
1. Launching a Targeted Google Ads Campaign: We created a Google Ads campaign tailored to the specific needs of Bennett and Fitzgerald. This involved:
- Targeted Keywords: Selecting high-intent keywords relevant to legal services such as “personal injury lawyer,” “family law attorney,” and “business litigation expert.”
- Compelling Ad Copy: Crafting ads that highlighted the firm’s expertise, successful case history, and unique value propositions.
- Geo-targeting: Focusing on local clients within the firm’s service area to ensure relevance and higher conversion rates.
2. Enhanced Lead Tracking and Management: We implemented a robust lead tracking system using a combination of CRM tools and Google Ads conversion tracking. This included:
- Lead Quality Assessment: Differentiating between high-quality leads likely to convert and lower-quality leads.
- Conversion Tracking: Using Google Ads conversion tracking to monitor which ads and keywords were driving the most valuable leads.
- Revenue Attribution: Linking leads to their eventual revenue contribution to understand the ROI of different campaigns.
3. Optimizing Campaign Performance: Continuous optimization of the Google Ads campaign ensured improved performance over time. This included:
- A/B Testing: Testing different ad copies, landing pages, and call-to-action buttons to find the most effective combinations.
- Bid Adjustments: Adjusting bids based on the performance data to maximize visibility and conversions while controlling costs.
- Remarketing: Implementing remarketing campaigns to re-engage potential clients who had previously visited the website but not converted.
4. Landing Page Update: We updated the firm’s landing page to improve user experience and ad relevance, focusing on:
- Clear Messaging: Ensuring the landing page clearly communicated the services and benefits offered by Bennett and Fitzgerald.
- Compelling CTAs: Adding strong calls-to-action to encourage visitors to contact the firm.
- Improved Design: Enhancing the overall design and usability of the landing page.
Results and Impact:
Increased Client Leads:
- 30% Increase in Leads: The targeted Google Ads campaign resulted in a 30% increase in the number of client leads, significantly boosting the firm’s client acquisition efforts.
Improved Ad Performance:
- Higher Click-Through Rate (CTR): The CTR improved from 6-7% to 12%, indicating greater engagement with the ads.
- Improved Quality Score: The Quality Score for key ads increased from 5 to 8, thanks to the updated landing page and relevant ad copy.
Reduced Cost Per Lead:
- Cost Per Lead Reduction: The cost per lead was reduced by 25%, making the campaign more cost-effective and allowing the firm to allocate resources more efficiently.
High-Quality Lead Generation:
- Improved Lead Quality: The use of targeted keywords and geo-targeting ensured that the leads generated were of high quality and more likely to convert into paying clients.
Scalable Growth:
- Campaign Scalability: The success of the initial campaigns provided Bennett and Fitzgerald with the confidence to increase their advertising budget and scale the campaigns, further enhancing their reach and client base.
Conclusion: The strategic changes implemented for Bennett and Fitzgerald demonstrate the power of a well-executed Google Ads campaign combined with effective lead tracking and optimization. By focusing on high-intent keywords, compelling ad copy, and continuous performance improvements, we were able to increase client leads by 30% and reduce the cost per lead by 25%. This case study highlights the importance of a tailored digital marketing strategy in achieving significant growth and profitability in the legal services industry. Bennett and Fitzgerald’s experience showcases how precise targeting and data-driven decision-making can transform challenges into opportunities for enhanced performance and scalability.