Lawyer, DUI
CyberGene™ advertising
Our client is a well-known DUI lawyer located in Philadelphia. Since he has been practicing for a long time, his business was built mainly using traditional marketing channels: word of mouth and referrals. However, feeling the pressure of the rapidly changing industry landscape and growing competition, he has decided to expand and started using Google Ads.
After trying to do it by himself and initial failure, our agency has been hired to create and manage all of the campaigns, for which we are very grateful.
The main challenge the client had been facing before hiring our agency was lack of time. Due to the busy nature of this profession, running Google Ads while serving his clients was a tough plan to execute.
The number of changes introduced by Google to Google Ads every single quarter is overwhelming. To keep up with all of the updates and changes to the functionality/algorithm, one needs to constantly educate themselves on a weekly basis.
Moreover, since DUI clients can be worth thousands or even tens of thousands of dollars, online competition is fierce. If an advertiser doesn’t optimize every single component of the campaign, the cost will skyrocket. That is what happened to our client before hiring us. The cost per call/form submission at one point got as high as $426 (which is totally unacceptable).
After our initial consultation with the client, we’ve decided to pause the previous campaign and build the new one from the ground up. Our strategy had three parts.
Firstly, the campaign. We’ve completed extensive competitive research using big data tools. Using Google best practices and our extensive experience, we’ve designed 3 campaigns, each consisting of over 20 precisely targeted ad groups. Using Google Keyword Planner and other tools, we made sure that our targeting covers every essential “purchase-intent” keyword. That way, we can ensure that our client will have a chance to acquire every possible lead in his area.
Secondly, the landing page. One of the typical mistakes made by advertisers is running ads to general websites. Why? Because the conversion rate is usually extremely low. The user has dozens of potential options to choose from. We need a dedicated landing page that allows a user to do one of two things: submit a form or make a phone call. Additionally, if the design and copywriting are very persuasive, the conversion rate can reach anywhere between 25-40%. That is exactly what we have done.
Lastly, the optimization. After launching the campaign, we’ve been carefully observing the performance. Contrary to many I-live-in-the-past agencies, we have fully embraced Google’s machine learning and smart bidding. Our whole team is certified by Google to use all of the new technologies to drastically improve performance. We can easily outperform most of the advertisers using manual bidding, thus providing our clients with unmatched results. Moreover, we use multiple tools, like Hotjar, to scientifically optimize landing pages using heatmaps and other solutions.
Within the first 30 days, we have generated 24 highly-qualified calls and appointments potentially worth anywhere between $2,000-$6,000 each for our client. In the following months, we’ve been optimizing the campaign and landing page. It resulted in a gradual decrease in CPC (average $24.34 last month) and an increase in landing page conversion rate to over 34% (which is a big success). Our client is fully satisfied and wishes to continue our cooperation next year, for which we are very grateful.
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