Overview: JRF is a law firm that practices in multiple sectors of law, ranging from business and estates to bankruptcy and divorce. Establishing themselves in 1981, they have been an extremely successful law firm in the Dearborn area of Michigan, growing their clientele and experience over 40 years. Their wide range of experience and practice areas has allowed them to build a comprehensive clientele that have been extremely satisfied with their work.
While they had already established themselves as a premiere law firm in Michigan, JRF came to Bawol PPC in order to further increase their clientele and reach through Google Ads.
Our approach with JRF was to maximize the number of conversions through their ads. As JRF practices many areas of law, we decided it was best to create targeted ads for each practice in order to maximize conversions from users searching for a specific legal need.
Targeting specific areas of the law that JRF serves would allow us to establish a funnel for potential clients, as well as sort these clients by interests. Our idea was that this would give us more accurate data on each demographic and increase leads, while greatly reducing CPC (cost-per-click).
We created a three step process for JRF’s Google Ads campaign. Firstly, we wanted to utilize JRF’s wide range of practice by creating ad campaigns based on legal needs. The idea behind this was that we wouldn’t be mixing traffic from people searching for two completely different types of lawyers. Secondly, we wanted to use these separated ad campaigns in order to create more tailored, targeted ads. This would lead to a higher conversion rate overall. The last step was to use these targeted campaigns in conjunction with demographic targeting. This would allow us to target demographics that would fit each legal need, leading to a higher conversion rate and lower CPC.
Summary of Results
Thurston Law Firm
Overview: Thurston Law Firm is a Chicago-based law firm specializing in bankruptcy. The firm was founded by Christine Thurston, an experienced lawyer with over 10 years in the bankruptcy practice area. One of Christine's unique selling points for her firm is her experience in practicing bankruptcy law from both the debtor and creditor sides. Accordingly, she understands what both sides want and how she can get the maximum for her client. Christine has expanded her law firm in the Chicagoland area, becoming one of the top bankruptcy lawyers in her area.
As the law area can be very competitive in the ad space, especially in major cities, CPC for keywords can get costly. Long-tail keywords can often be an effective tool when your business is competing for ad space. These are essentially longer and more specific keywords that users use when they’re closer to purchasing something, or searching via voice.
Our primary objective for Thurston was to target long-tail keywords for bankruptcy lawyers (e.g. "bankruptcy lawyer near me"), as these keywords have less competitors bidding on them. We were aiming to reduce Thurston’s ad spend by lowering their CPA (cost per acquisition). In addition, long-tail keywords can reduce CPL (cost per lead) and increase conversion rates, as the leads are closer to the point of purchase and the intent is clear.
Summary of Results
As a result, Thurston was able to generate and convert more leads while spending less.
Cost per acquisition decreased
Conversion rate increased
Want to have similar results?
Get in touch with us right now to get your free review!