How We Used Paid Search To Help A Law Firm Make Its Case For New Business

SITUATION

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.

TASK

The hotel identified several competitor hotel properties to reach frequent travelers. Our team then developed a comprehensive strategy of geo-fencing with conversion zones to target those locations and then measure offline conversions to the advertiser’s hotel. The campaign also featured search retargeting at the keyword level and category contextual targeting. After the campaign launch, our team and our multivariate algorithms worked to maximize the campaign by optimizing keywords, blacklisting certain domains, adjusting pacing, and impression capping to decrease CPA and extend reach to the target audience.

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.

RESULTS

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.

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