Legal Client Case Study

Our legal client are based in Melbourne, and came to Reform looking towards paid ads to increase the quality, not just the quantity, of leads. Coming from a competitive market that requires high levels of trust and professionalism, we focused on a select handful of services, specifically litigation, dispute law, family and divorce law, and estate planning, along with domestic disputes and will disputes. 

The main channel we focused on was Google Ads, with a very particular focus on targeting for the niches the client wanted to increase leads in. We took an approach that aimed to build on warm leads, with remarketing being a key part of our strategy.

Our client wanted to increase amount of quality traffic landing on the website through Google Ads, with their core focus being on clicks that actually convert.

The challenge they’d been facing was that the legal industry has a very high cost per click owing to how competitive this market is.

They were facing intense competition in this space from established law firms and independent lawyers offering similar services.

• To start with, we worked closely with the client to identify their core services, taking a more strategic appeoach. We then set up appropriate campaigns across litigation/dispute resolution, family/relationship/divorce lawyers, and estate planning/dispute/admin.
• We created search campaigns to target high intent, highly relevant keywords while keeping track of the CPC’s for each keyword given that CPC’s in this space can be very high. 
• We also set up a remarketing campaign to capture audiences who visited the website but did not convert; targeting over a longer period that usual. We maintained it for 90 days as the consumer journey in this space can be longer than with other services. 
• It was equally important to focus on negative keywords to ensure that we are not bringing in irrelevant traffic to the website in a space where again, CPC’s can be exorbitant.

• We saw a 353% increase in impressions and 223% increase in clicks.
• Our overall CTR dropped by 28.54%.
• Our average CPC decreased by 45.19%, conversions increased by 310%, and our cost/conversion decreased by 56.73%.