The Goal
Increase The Volume Of Traffic and Family Law Leads
The Results
236% More Leads Than Expected
26% Lower Cost Per Lead Than Predicted
The Data
This local law firm increased their website traffic, leads, and revenue with Google Pay-Per-Click (PPC) campaigns.
We delivered more than 2X the originally predicted volume of leads. Below are the firm’s results from just the first three months.
Lead Generation
During their first three months, this law firm received significantly more leads than expected from paid search ads alone. The chart below shows the actual results compared to the projected baseline (shown below as 100%).
Leads Expected vs Leads Actual
Conversion Rate
LE Digital Marketing achieved an average conversion rate (lead rate) of 17% from paid search visitors. In other words, for every 100 people that visited their website, 17 of them contacted the law practice to inquire about their services. This is 2.4X the industry average of 6.98%.
Avg. Cost Per Lead
The average cost-per-lead (phone calls and online form submissions) from the pay-per-click Google Search campaigns was 26% lower than expected. The chart below shows the actual results compared to the projected baseline (shown below as 100%).
Avg. Cost Per Lead from PPC Search Expected vs Leads Actual
Our Approach
Legal representation is something most people only think about when they have to address an active legal matter. They are usually not thinking about a promotion on TV or the radio from a month or two prior. Since legal matters often require people to take action quickly, the sales cycle for this service tends to be short.
Every day people conduct searches on Google for legal services because they do not have a go-to attorney. 90% of people who conduct Google searches for service providers do not have any brand in mind prior to their search. This is why we focused all efforts and marketing investment on online search engines, using only terms that were the most likely to lead to new client acquisitions.
1. Run Our Proprietary Profit Prediction Report
We started by completing our proprietary profit prediction report we call a MOA (Market Opportunity Analysis). For the services this law firm wanted to advertise, we were able to predict what we expected their return to be each month. This report includes the number of leads, amount of new client acquisitions, average cost-per-acquisition, total revenue, and total profit.
2. Edit The Website To Generate Leads
Before driving potential customers to their website, we wanted to make sure those website visitors take the main action desired: contacting the legal practice to request service. Since our team did not manage the client’s website, we provided consulting for written and visual content edits that will reduce the firm’s overall cost-per-click, improve user experience, and increase the rate at which visitors became leads.
3. Create PPC Ads That Drive People To The Website
Next, we developed highly targeted search marketing campaigns focused on the most relevant and profitable terms people type into the search bar on Google. We developed ads that were highly correlated to their search and took them to the exact page on the website they were looking for.
4. Monitor and Optimize for Improved Lead Generation
The work doesn’t stop once the ads are launched. We continuously monitored and updated the paid search campaigns by A/B testing ads, adjusting keyword bids, removing less profitable terms, and providing content for custom landing pages. This resulted in improved click-though-rates, increased conversion rates, and reduced the average cost-per-conversion.
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