Achieving a 1762% Advertising ROI for a Family Law Firm with Digital Advertising
Our client was a small local legal firm which helps families navigate the complexities of the legal process. With just a single location, the firm faces fierce competition from large multi location legal firms in their market of almost 700,000 residents.
The client understood they needed to be tactical with their advertising budget to compete with larger firms in their area. They knew that with digital advertising, they could specifically target the people who were looking for legal assistance at exactly the time they needed it most.
So while the goliaths in their area stuck with the traditional TV ad model, the client contacted EccaNova to utilize our expertise in modern local marketing and digital advertising.
This strategy set the state for a productive digital ad campaign. As a small local firm with a good reputation and focus on customer service, the client was primed for success!
Getting the phone to ring at the firm’s office was the goal. This clear conversion objective allowed EccaNova’s digital advertising team to optimize all campaigns around driving phone calls to the law firm.
The client ran a Calls & Conversions campaign to drive new, real-life business to their law office. The campaign revolved around a free legal consultation. Due to a strong military presence in the region, the firm also offered a 10% discount on their hourly fee for military personnel.
The creative, ad copy and goals were based on this campaign vision, and the goal was to drive people to call and book consultations at the law office.
The digital advertising fulfillment process for the client involved 3 core tactics to help drive calls:
All these tactics worked together in harmony to drive real-world calls and conversions, with proven results delivered to the client in monthly reports.
Using Google Adwords ensures that digital ads are exposed to a highly targeted audience of people who indicate purchase intent by searching for local keywords related to the business. Adwords campaigns are centered around action – people looking for immediate legal help in the firm’s targeted area.
The recipe for success for Facebook advertising is to reach a highly targeted audience the optimal number of times within a certain time period. Social Media is the new word-of-mouth. If you target the correct audience, they’ll share it and promote you. This is important because the most credible form of advertising comes straight from the people we know and trust. 83% of online respondents in 60 counties say they trust the recommendations of friends and family. Plus, this new word-of-mouth advertising is trackable, attributable and optimizable.
Armed with the logo and promotional photos supplied by the client, the digital advertising team designed a custom landing page to explain the firm and their services, display their reputation to build trust, and drive them to sign up for a free consultation.
The landing page included custom engaging copy, images, details about the firm and a form with a specific call-to-action to encourage prospects to leave their contact details to schedule their free consultation. Both the Adwords and Facebook campaigns drove traffic to this page.
The client certainly got their money’s worth from this campaign! In just 2 months, and with only $2196 in ad spend, the firm generated $40,000 in revenue. That’s a whopping 1742% return on their investment!
TOTAL AD RESULTS
Check out the results by platform:
The search network ads—text ads that would display on the top and bottom of the Google search results page—did well in generating new engagement for the client. Consumer engagement with the ads appearing on the SERP (Search Engine Results Page) was 199% higher than industry average, which means that the ads were highly relevant to people searching for the campaign’s predetermined keywords.
The client ads on the search network were served to people who searched Google for predetermined keywords, such as “divorce attorney”, “divorce lawyer”, “family law attorney”, and “child custody attorney” in their area. With such a high volume of searches made in the client’s target area for these terms, appearing at the top of Google’s search engine results page generated fantastic exposure for the firm.
Ads for local business served on Facebook can greatly improve brand awareness of the business, as well as generate new clients. The Facebook ad for the client put their Free Legal Consultation offer in front of a hyper- targeted, engaged audience to drive new business.
Advertising on Facebook is great for both generating leads and amplifying the client’s brand. With each ad attached to their Facebook social profile, the clicks and reactions not only drove new business, but also drove new brand recognition and improved the client’s online reputation.
Here’s what this client’s Facebook ad campaign gained in just over two months:
Check out our 3 Key Takeaways that helped make this campaign a success:
The client’s landing page was essential to the success of both digital ad campaigns. Was the page flashy? No, but flash will not necessarily get the phone ringing.
The client’s concise landing page focused on 3 core themes:
This strategy gets it right on many levels, which is a big part of why the campaign was successful. The content is clear and compelling and addresses the initial objections that prospects would have. It’s easy to read quickly and the call to action is clear. There are several ways to book the consultation (fill out the form, click the link, or call), but the CTA is always the same. Creating landing pages like this delivers the right message in the right way and makes it easy for prospects to make the decision to contact the client.
Picking keywords that are highly relevant to both the client’s services and their campaign’s promotional offer is essential. The client’s keywords focused on keywords that were tightly aligned with their services and the legal help their target clients would be searching for. By doing it this way, rather than casting a wide net to get a ton of traffic, the ads were displayed in highly-relevant searches and were more likely to gain clicks, calls, and conversions from interested prospects.
Picking keywords that are relevant to the business, yet not to the specific campaign, will simply waste your advertising budget as customers are looking for more specific results. A simple exercise to ensure you’re getting it right is to put yourself in the shoes of the person entering the keywords you’re considering. If they don’t make sense for your specific campaign, there’s no reason to waste money by including them.
The recipe for success on Facebook is to serve ads the optimal number of times within a certain period to a highly targeted audience. By supplementing organic Facebook posts with the right campaign, you will drive traffic, publicize promotions, and ultimately generate calls, in-store visits and sales for the client.