Overview
A California law firm specializing in Lemon Law cases approached us to improve their lead generation through Google Search Ads. The firm was facing challenges with a high cost per qualified lead (CPQL) and low conversion rates from general leads to qualified leads. Within a short span, our strategic intervention significantly improved their lead generation metrics, resulting in both a higher volume of qualified leads and a drastic reduction in CPQL.
Challenge
In June, the law firm saw a limited success from their Google Search Ads campaigns:
- Total Leads: 311
- Qualified Leads: 22 (7% conversion rate)
- Cost Per Qualified Lead (CPQL): $2,635
The firm’s primary goals were to:
- Increase the number of qualified leads.
- Lower the cost per qualified lead.
- Improve the overall conversion rate from general leads to qualified leads.
Strategy
After a thorough analysis, we identified that the primary issues were related to inefficient keyword management. The presence of poor negative keywords and redundant keywords was leading to irrelevant traffic, driving up costs and reducing the effectiveness of the campaigns.
Key actions implemented:
- Keyword Optimization: We removed ineffective negative keywords and redundant keywords that were preventing the ads from reaching the most relevant audience.
- Focused Targeting: We refined the targeting to focus on more specific search terms related to the law firm, which has the strongest consumer protection laws in the country.
Results
The results from our optimizations were immediate and substantial:
- July Results:
- Total Leads: 480
- Qualified Leads: 60 (13% conversion rate)
- Cost Per Qualified Lead (CPQL): $783
In just 3 days of our targeted optimization:
- Leads Generated: 103
- Qualified Leads: 17 (17% conversion rate)
- These 17 qualified leads accounted for 28% of the total qualified leads for the entire month of July.
Comparative Analysis
Comparing June and July:
- Qualified Leads: Increased from 22 to 60 (a 173% increase).
- Conversion Rate: Improved from 7% to 13%.
- Cost Per Qualified Lead: Decreased from $2,635 to $783, a 70% reduction.
Conclusion
Our strategic adjustments in keyword management and targeted optimization have proven highly effective. The law firm not only saw a dramatic increase in the number of qualified leads but also significantly reduced their cost per acquisition. This case study highlights the importance of precise keyword management and the impact it can have on the effectiveness of Google Search Ads campaigns.
The improved results underscore our ability to swiftly diagnose issues and implement strategies that yield substantial results, even within a short timeframe. The California law firm is now in a stronger position to assist consumers, providing protection and advocacy for those dealing with defective vehicles.
