PPC campaign for a local law firm

Project Over View

£4K monthly Ad budget

CPC £2.89

MOM & YOY improvements

Local law firm

Client Background

Our client is a Bristol-based law firm, who have an excellent track record of delivering successful cases for their clients, some of whom are high-profile celebrities. They have engaged with us to help them improve their existing Google Ads campaigns, which will greatly help them find future opportunities.

The problem

The use of Google Ads is on the rise, and it is becoming more difficult for local companies to stand out in such a competitive environment. Larger and nationwide firms try to expand their audience coverage and outbid smaller firms, making it more expensive for smaller firms to compete. This increases the importance of careful planning and the use of all available resources when running a successful campaign, and this was a task we were excited to take on. We always undertake in-depth keyword research and thorough analysis, which uncovers many opportunities that competitors miss, or simply rule out before pursuing as they don’t think they have potential to add value. Through leveraging our analytical background, we discovered many opportunities to improve our client’s ad campaigns.

Our Solution

Quick Wins

In most cases, we can quickly identify quick-win opportunities that can improve a PPC campaign. For this client, we identified which settings, negative keywords, and ads could have been hindering the results, and planned to tackle these first. For example, many clients have added variations of their targeted keywords to their negative keyword list thinking it would improve results, but this is something that can in fact stop you from receiving an impression, leaving many people wondering why their ad isn’t showing up in search results.

Redistributing Campaign Setups

In the past, single keyword ad groups were the go-to strategy for savvy digital agencies. However, Google is moving away from old practices such as this, and can even penalise you in some cases for using this strategy. That’s why we recommended creating a theme-based campaign structure which is built around user intent and search habits, rather than keyword similarities. This is an approach that improves results whilst delivering lower cost per conversion.

Keyword Mining

Keyword Mining We also implemented a new bidding architecture to utilise and benefit from recent improvements in machine learning bidding. We selected some campaigns which we would use for keyword mining, and used the ‘Max Click’ strategy which resulted in an improved impression share and a better understanding of the most relevant search terms. Keyword mining differs from keyword research, and many high-intent low-volume keywords are found after campaigns have been running for a while, but we simply sped up the process to lower the investment amount.

Cost per conversion has decreased dramatically from nearly £40 to £18.20

Campaigns Improvements

Below is a summary of the improvements we made to the client’s ad campaigns:

  • Keyword mining
  • Running test campaigns to better understand which campaigns and keywords are worth investing time and money into in the short-term and medium-term
  • Testing of new headlines, together with competitor research
  • In-depth analysis of current keywords, filtering out words which hinder the campaigns and would be a waste of money
  • Focusing on improving CTR without increasing bids, through better ad extension implementation and engaging ad copy
  • Negative keyword sculpting in order to direct traffic to our desired campaign


As a result of the techniques we implemented, we managed to increase conversion while decreasing the cost per conversion; this is something which is often challenging to achieve simultaneously, especially during the first phase of a campaign. Achieving a lower cost per click (CPC) and a higher click-through rate (CTR) was a key part of our success. Having said this, there are still other improvements we have planned for this client, which will take the results to the next level. Due to seasonality factors, February and March historically have lower conversions compared to December and January. Thus our success in managing to achieve better results during those months was highly appreciated by our client.

Almost doubling the number of conversions in Feb 22 compared with Dec 21.

So far so good?

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