Granite Law Group • Turning around a law firm’s PPC campaign in just a month
Campaign Overview
In partnership with e9digital (web design agency) and KnoWhere (business analytics company) — we were tasked with devising a Google Ads campaign that produced highly qualified leads for this law firm based in New Hampshire.
As e9digital was wrapping up a complete website redesign, we stepped in to lead the charge in creating a paid search strategy that delivered results.
The Challenge
Historically, Granite Law Group haven’t had much success in running Google Ads. They spent $100,000 in ad dollars prior to working with us, but saw little-to-no results. In collaboration with KnoWhere — we were able to extract actionable insights from past Google Ads data and have it inform our future ad campaign that we constructed.
A sample list of the insights extracted are below:
Historical Google Ads Spend: ~$100,000
Disconnect on where ad clicks happened (green; shaded to cost) vs. actual clients (red dots) – in the chart to the left
Previously spent Google Ad dollars in areas & zip codes that didn’t result in clients
Google Ads only had a 11-12% significance in affecting overall performance for winning cases (138 clients)
Successful leads/clients tend to fall into two categories:
High Earners
Low Earners
The Solution
After the exchange of ideas between collaborators, we devised a paid media strategy that utilized all of the insights we gathered from the analysis of past Google Ads performance data.
A simplified version of the paid media strategy can be seen below for reference.
Once the strategy was signed-off by the client, we launched our revamped Google Ads campaign.
The Results
We saw phenomenal results just after a month of running our revamped Google Ads strategy.
As a direct result of our PPC advertising efforts, the law firm has signed 8x new cases within the month (they average about 3x without any advertising).
The estimated Case Value generated from our ad campaigns was projected to be $650,000 in revenue, which yields an impressive 186x ROAS for the month alone.
A couple more notable performance highlights below:
During our first month, we generated 102x Conversions
14x Phone Calls
22x Form Fills
66x Contact Page Views
Additionally, for our secondary performance metric, our CTR continues to outperform industry benchmarks netting out at a 7.13% CTR vs. the 3.27% industry benchmark
Industry benchmark for Law & Government Category is a 3.27% CTR
Similarly, our cost efficiency performance metric (CPC) continues to also outperform industry benchmarks yielding a $3.46 CPC to date vs. the $6.35 industry benchmark
Industry benchmark for Law & Government is a $6.35 CPC
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