Law Firm, Personal Injury
CyberGene™ advertising
Our client is a local law firm based in New York, specializing in personal injury cases. They help their clients in a wide range of areas like transportation accidents, pedestrian accidents, medical malpractice, workplace accidents and many more.
They had been already working with a big PPC agency for 2 years. However, the results were far from satisfying. Since they had been planning to expand their firm to over 10 lawyers in the near future, they decided to choose our agency to help them generate more customers and revenue.
Personal injury space is very competitive, especially in a city like New York. This applies to Google Ads as well. The cost per click can easily reach $30-$60. If the campaign is managed well, it is not a problem. Every personal injury customer can be worth tens or hundreds of thousands of dollars for our law firm.
Sadly, our client was neglected by the previous agency. We “inherited” a poorly managed campaign that was wasting thousands of dollars every single month. Below are the average numbers we inherited.
“LAST 30 DAYS” RESULTS - PREVIOUS AGENCY
Monthly ad budget: $12,000
CPC (cost per click): $83
Clicks: 144
Website conversion rate: 8% (that was unacceptable)
Leads: 12 (calls and form submissions)
Cost per lead: $1,000 (that was even more outrageous)
After a long analysis, we’ve concluded that trying to save the current campaign was a futile task. A decision was made to engineer a new approach from scratch. Using professional market research tools, industry best practices and our extensive experience in legal industry, we’ve designed multiple laser-targeted campaigns with over 25 precisely organized ad groups in each of them.
Our goal was to decrease cost per click by increasing relevancy (extremely important for Google algorithms). Additionally, we’ve created a dedicated set of well-optimized landing pages to increase website conversion rate.
We have utilized Google’s machine learning to optimize the campaign. Every single week, our team was analyzing the data, working on negative keywords, targeting and opportunities to expand.
After 3 months of running the new campaign, the results were very optimistic.
RESULTS - OUR NUMBERS DURING THE 3RD MONTH
Monthly ad budget: $12,000
CPC (cost per click): $48
Clicks: 264
Website conversion rate: 25.4%
Leads: 67 (calls and form submissions, highly qualified)
Cost per lead: $189
We’ve decreased CPC from $83 to $48 per click. A dramatic increase in website conversion rate (from 8% to a whopping 25.4%) allowed us to decrease cost per call/form submission from $1,000 to $189 each. Our client is extremely satisfied. The customers we’ve delivered contributed in a substantial way to their bottom line (every call potentially worth tens of thousands, in some cases even hundreds of thousands of dollars). We continue to deliver and optimize every single month, being grateful for the opportunity to work with such a professional and friendly client.
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