Google AdsMarketing
Halved the costs & doubled the conversions for a family law firm
Our client is a boutique litigation firm specialising in private criminal defence, civil litigation, and family law, offering personalised and direct legal services.
About the project
The firm sought the expertise of our PPC specialists to optimise their Google Ads campaigns and explore new opportunities for growth.
Project Snapshot
90%
Increase in no. of conversions
£2.89
Average CPC (Cost per Click)
40%
Reduction in CPA (Cost per Acquisition)
What we did
To assist the client, we rapidly identified quick-win opportunities and resolved issues related to settings, negative keywords, and ads. We also proposed a theme-based campaign structure that aimed to enhance results while simultaneously reducing cost per conversion. Our team implemented a new bidding architecture and keyword mining strategy, in addition to conducting test campaigns and competitive research to gain better insight into which keywords were worth the investment.
Campaign improvements
As a result of our efforts, the client’s ad campaigns saw significant improvements such as:
- Enhanced keyword mining
- Improved click-through rates (CTR) through the implementation of better ad extensions (specifically image extensions)
- Using advanced negative keyword sculpting to precisely direct traffic to desired campaigns (a more advanced technique than simply adding negative keywords).
The results
Our techniques successfully led to increased conversion rates and a significant decrease in cost per conversion, ultimately resulting in a lower cost per click (CPC) and higher click-through rate (CTR).
Despite lower conversion rates during the seasonal months of February and March, our team delivered impressive outcomes that were highly appreciated by the client. As we continue to advance our approach, future enhancements are planned to elevate the results to the next level, ensuring continued success for our client’s PPC campaigns.
