How we generated 272 calls and form submissions in the last 90 days for a bankruptcy law firm

Over the years, we have developed a sophisticated and battle-tested process called CyberGene™ that we currently use to help our clients grow their business (with certain modifications depending on the client).

First, we conducted in-depth market research using big data research tools (like Semrush, SimilarWeb, among others). We combined the initial information gathered during the strategy session with our client with thousands of data points related to competitive landscape and campaign planning. At this point, we could engineer the initial strategy and set KPIs (key performance indicators - i.e. how much do we want to pay for a click, call, appointment, etc.).

Next, it was time to design a new set of campaigns. Our team has decided to create 3 campaigns with dozens of relevant and tightly-themed ad groups. Using the data we had acquired, our extensive experience and Google’s best practices, we’ve added over 160 buyer-intent keywords, ensuring a full coverage of potential search terms. In other words, we made sure that every single time someone looks for a bankruptcy lawyer in our client’s operating area, they see our ads. Regardless of the words users use to do so. 

Additionally, we have set up a proper conversion tracking system. Every single time someone clicks the ad and calls our client (or submits a form), it is precisely registered (using industry-leading external software) and attributed to the ad that has generated the action. In this way, Google’s machine learning algorithm knows which ads work and can optimize the account, generating more calls/appointments and decreasing the advertising cost over time.

Subsequently, our team has designed 3 conversion-focused landing pages. One of the main reasons our advertising campaigns are so successful is using dedicated micro-pages that guide users to take only one of two actions: make a call or submit a form. Using industry-leading software and persuasive copywriting, we can dramatically increase website conversion rate. It allows us to generate 2-3x more calls and form submissions within the same ad budget.

Last but not least, we launched the campaigns. At this point, our advertising team has been carefully observing the performance and analyzing incoming data. When dealing with online advertising, it is of utmost importance to be able to interpret the data and quickly draw accurate conclusions. Not only is our whole team formally certified by Google to do so, but we constantly hone our analytical skills using different courses and certifications.