This personal injury law firm has been used to the traditional advertising methods of billboards, radio and TV advertising. They continued to do work in Paid Search but wanted a more advanced solution that allowed them to get their brand directly in front of accident victims and people who were most likely to be in need of a personal injury attorney. After performing some research on the web they learned about geo fencing and our geofencing technology for law firms.
The client was mainly interested in geo fencing hospitals, urgent care facilities and places where accident victims frequented. We also built a search retargeting campaign where we targeted keywords such as “personal injury lawyers” and “truck accident attorneys” to get them exposure from people who actively search for these keywords around the web. Finally, in our effort to measure our results, we utilized our conversion zone technology to track the number of people who saw or clicked on the client’s ads and ultimately came back to the client’s law office for a meeting.
The law practice saw 62,000 impressions, 103 clicks and 0.17% click through rate. Well above the industry average of 0.10%. What’s more powerful, our reporting showed there were 37 new and repeat visits they received from accident victims who saw their ads while on their mobile devices at hospitals, ER centers and urgency care facilities. In addition, we were able to show the law firm that while their natural foot traffic to their law firm was 0.78% of people who DID NOT see their ads and came back to their law offices, while 1.45% of people who did see their ads would come to their law offices. An 86% lift in foot traffic.
A local bankruptcy law firm needed help acquiring new clients. Networking seemed to be the main method of acquiring new cases, but they knew they needed to focus on advertising to reach people facing financial jeopardy. Naturally, the client turned to Google Adwords and enlisted our agency to assist with developing a comprehensive paid search strategy to grow their practice and growing practice of 5 attorneys.
The first thing our team did was install call tracking software so the attorneys and their practice could measure the phone calls coming into the practice. We developed an appointment booking system on their website, and installed form submissions in more key areas so we could both measure conversions and provide more enticing opportunities for clients to convert on the website. We also helped improved the overall experience on the website and made it more mobile friendly while also improving individual landing pages so people looking to “Chapter 13 Bankruptcy” experienced solely that level of content and people looking to “Chapter 7 Bankruptcy” experienced content centered around chapter 7 bankruptcies.
We then started from scratch executed the following actions in their Google Adwords campaign:
Using existing research tools to give our paid search team a head start in finding high performing bankruptcy related keyword terms.
Created separate Call Only campaigns, so the law practice could only pay for phone calls versus clicks to their website.
Added low performing and completely irrelevant terms to a negative keywords campaigns to improve efficiency.
Connected our conversion tracking to Adwords so we can tie Adwords Spend to Conversions (phone calls, chat box, form submissions, and appointments booked).
Developed Single Keywords AdGroups thus reducing our over cost per click across our targeted terms, improving overall click through rates and improving the Quality Scores across the keywords we were targeting.
Most importantly, we implemented a regular schedule to optimize and improve the campaign.
The law practice has grown to a fourteen person law practice, gets 70% of their leads through paid search and SEO and continues to expand their service line beyond bankruptcy including foreclosure defense, wage garnishment, and other legal financial related assistance services.