Overview
Falakassa, a highly reputable law firm based in California, was seeking a way to amplify their digital footprint and bring in higher value cases through PPC advertising. After trusting EMRG to take over their ad strategy, we elevated their conversion rates by 23%. At one point, our ads even accounted for 100% of their conversions. Here, we encapsulate how we achieved a total of 24 million impressions in Los Angeles and an increase in conversions from 10% to 33%.
Our Goal Is Your Goal
As a successful and profitable law firm, they wanted to increase client leads through digital channels, and our strategy was to increase visits to their website and direct calls through paid ads.
Reducing the Cost of Conversions While Getting More of Them
In our initial research, we learned that they had run advertising campaigns in the past, but they had drastically underperformed the benchmarks we have internally, not fulfilling their potential. We identified their website as an area for improvement, as well as many mistakes within their previous ad campaigns.
The graph below shows how were able to reduce the cost per conversion (red line) immediately after taking over their campaign from the previous company, and how we steadily increased the amount of conversions (blue line) while keeping costs minimal:
We A/B tested their website at the time versus a landing page we created for them to prove the efficacy of our digital marketing efforts. From this test, we learned that our landing page generated 3x the amount of conversions that their homepage received from the same ad spend.
The Results
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The Revamped UX Journey
We credit the success of our custom landing pages to our vast experience advertising in the legal sector. Our mix of best practices, demographic research, and careful analytics tracking allowed us to map out the client’s customer journey from awareness to purchase decision, and optimize every touch point along the way. We even went on to consult with the client about their client onboarding process, further increasing their acquisition rates.
Optimize Your Ad Spend
With our custom digital marketing strategy, we grew their overall reach with Google Ads. Though they had already run two campaigns, both with another marketing firm and internally, their efforts were never profitable until they engaged with EMRG to manage these ads. We discontinued their old campaign and implemented our own to stop wasting ad spend, achieve consistently higher conversion rates, and improve the quality and size of cases they took on. We vastly improved the audience targeting and grew their ad campaign into new geographical regions. In turn, they recognized the previously missed potential and increased the spending on their ad budget four times the original figure in the course of 18 months, which led to more of the higher-paying cases we were able to obtain for them.
Boost Your Caseload Revenue Exponentially
Our specific work on their target clients increased profitability per case.
In the first nine months, they grew from $200,000 to $800,000 in caseload revenue.
And, from the 9-month to 18-month point in our partnership, their caseload revenue increased further to several million dollars, as they increased their spending with us.
They had several cases worth hundreds of thousands of dollars, with a handful over a million dollars. Their caseload increased so much that they had to hire new staff to manage and take on these cases, on which we consulted their software development and personnel staffing.
Effective Marketing
The landing page we designed and created earned a far higher percentage of conversions from website visitors. Their boosted investment in paid ads increased their revenue to millions of dollars in just a year and a half. Our work improved their profitability per case, and we were able to move into new geographical areas to target their case demographic. Additionally, in viewing the success of their practice area, we took over other service lines for their firm and consulted on the software development for their large caseload and hiring of new staff.
