PPC for Lawyers Case Study - Google Ads for a Legal Website // Sprava Digital

Case

Usenko Lawyer

Ukraine

Advocacy

2021

Customer is a law firm providing legal and lawyer services for individuals in terms of criminal, family, administrative, residential, civil, military, and migration law:

Legal advice
Assistance in preparation of lawsuits and claims
Representation in court
Appeals
Complex management of legal cases
Assistance in securing compensation for legal fees
etc

The client asked us to optimize Google Ads' existing advertising campaigns. The main goal was to get as many requests from the website as possible, to minimize the costs of advertising campaigns and conversion costs.

Campaign on general requests like a lawyer, attorney

There was just one ad group for the entire campaign, and all the keywords were in one group (it’s crucial to cluster keywords into several groups and create unique ads for each of them accordingly). Few negative keywords were in the campaign, which led to non-target keywords impressions and budget waste.

And only one adaptive ad was made for all these key requests.

Also, the ad wasn’t supplied with all extensions: - 2 additional links (it has to be a minimum of 4), no structured description, and only two clarifications were made (a minimum of 6 is required). The campaign included: images, telephone, and address.

The strategy of maximum convertibility was set, and the target cost per conversion was 100 UAH.

Analysis of the previous month's data before the start of work (period of a week):

Clicks - 186
Impressions - 1015
CTR - 18,33%
Average cost per click - 24,15 UAH
Cost - 4492,10 UAH
Conversions - 17
Cost per one conversion - 264,24 UAH
Conversion rate - 9,14 %

Law firm PPC campaign before cooperation with Sprava Agency

Assistance with migration issues (obtaining a residence permit, Ukrainian citizenship for foreigners)

There was just one ad group for the entire campaign, and all the keywords were in one group.

There were no negative keywords at all in the campaign which led to impressions on non-target requests.

Also, an adaptive ad with the status “unsatisfactory” was set up.

Not all extensions were set up for ads. Only 2 additional links (it has to be a minimum of 4), no structured description, and no clarifications.

The phone number and address were added.

Ads should be filled with information to the max so that they would be the most detailed and encouraging. The better the ad, the higher the quality, and the more users will see it.

The maximum clicks strategy was implemented.

Analysis of the previous month's data before the start of work (period of a week):

Clicks - 113
Impressions - 870
CTR - 12,99%
Average cost per click - 13,16 UAH
Cost - 1487, 24 UAH
Conversions - 13
Cost per conversion - 114,40 UAH
Conversion rate - 11,50%

Our goal was to decrease the ad campaign budget and raise conversion simultaneously. Therefore we’ve worked thoroughly on negative keywords. And when the stats was enough, we collected conversion requests only and launched a separate ad campaign with these requests. Due to this Google Ads strategy for law company, we gained maximum conversion within the whole period of displaying ads.

Campaign after professional PPC management for legal websites

Campaign on general requests like a lawyer, attorney We’ve stopped the customer’s existing campaign, and created a new one based on the previous data.

During PPC campaign services we’ve collected all keywords and search terms with successful performance over the past year, and divided them into separate groups.

We’ve added negative keywords.

Also, we’ve created a unique ad for each group.

4 additional links with description
6 clarifications
Structured description
Phone number
Address

We’ve also chosen a manual bidding strategy.

Clicks - 167
Impressions - 800
CTR - 20,88%
Cost - 2139,68 UAH
Conversions - 21
Cost per one conversion - 99,99 UAH
Conversion rate - 12,81%

Assistance with migration issues (obtaining a residence permit, Ukrainian citizenship for foreigners)

cost per click reduced twice
increased conversion for less money
conversion cost decreased by 2,5 times
conversion rate increased by 40%

We’ve stopped the customer’s existing campaign, and created a new one based on the previous data.

Our digital marketing agency experts have collected all up-to-date keywords and divided them into separate groups.

While collecting keywords we’ve also worked on negative ones.

Also, we’ve created a unique adaptive ad for each group.

4 additional links with descriptions
6 clarifications
structured description
phone number
address

And we chose the manual bidding strategy.

During the two weeks each day, we’ve been checking and cleaning traffic, and removing non-target keywords so that the ad was displayed only by the target keywords.

Once we’ve collected enough stats, only high-performance keywords remained.

We have adjusted the working key phrases to the exact ratio.

Clicks - 719
Impressions - 4947
CTR - 14,53%
Average cost per click - 6,44 UAH
Cost - 4628,62 UAH
Cost per one conversion - 116,69 UAH
Conversion rate - 5,52%

Results of effective PPC for legal services

Results achieved compared to the previous campaign:

cost per click reduced twice
CTR increased
conversion raised three times

We care about improving your sales :)

We want to talk about how a thoughtful approach to developing a site for a country recreation complex allows you to get the attention of potential guests, positions in the tops and expand your audience through non-obvious niches in a short time.

Europe

This case considers plastic surgeon's website creation and promotion. It will help young doctors who are thinking about a personal website and want to understand the process of its creation and what should be considered to maximize the involvement of patients.

Europe

This case is interesting primarily for its approach to solving the customer's problem: there are simply no super-cool results that you are used to seeing in case titles.

Europe

The customer turned to us in order to increase the number of hits from the site, while he also understood that the site needed to be finalized.

Europe

The case of the promotion of the website of printing services (polygraphy) in Kyiv for the period 2013-2020

Europe

The customer contacted us to increase the number of requests from the site. He also understands that the site needs to be improved.

Europe

Another story about how we helped improve and promote the old medical clinic site.

Europe

This case is interesting for those who are looking for an SEO contractor for a long-term collaboration. Because we describe here the results of cooperation for 7 years. We can say that for all 7 years we have been helping to grow the business.

Europe

The case study will be helpful to owners of hotels and restaurants and marketers in HoReCa. Let’s talk about how important it is not only to listen to the advice of SEO experts and the developers but also to hear them.

Europe

Let's talk about promoting a dental business website from scratch.

Europe

It was hard for us to decide to tell this story. Moreover, we want to publish its first part - the successful one. But there is also a sad continuation about how careless movements with the site can lead to the trouble.

Europe

This case will be useful for those who work in the B2B sphere and offer not only goods, but also consultations on the operation and repair of goods.

Europe

Our customer is a medical center in Lviv with a long history, over 20 years old. The main feature of the Biomed center is a whole range of the most modern diagnostic technologies.

Europe

If your task is to build an offline business in Europe, or you are a marketer in such a business, well, or you are just wondering how to succeed there...

Europe