CASE DESCRIPTION
ABOUT THE PROJECT
Our client is a young team of lawyers that is actively developing and scaling. They are professionally engaged in:
- trademark registration
- Diia.City support
- legal services for private entrepreneurs
- legal services for IT business
THE TASK
The client gave us the task to select and launch Google Ads campaigns. The main goals were to obtain the maximum number of requests from the site, minimize advertising costs for campaigns, and reduce the cost of a lead.
For this task, we paid great attention to negative keywords. After gathering sufficient statistics, we selected conversion-generating queries and launched a separate PPC campaign for the website focusing only on these queries. Thanks to this, we received the maximum number of conversions during the period of ad display. But let’s start from the very beginning.
CLASSIC SEARCH CAMPAIGN
We collected keywords covering legal services for IT and startups and grouped them for different ad groups. We set up a search campaign targeted at the city of Kharkiv with higher bids for locations close to our client’s office. We selected the Leads objective and the Maximize Clicks bidding strategy.
Here’s an example of a responsive search ad:
Results after the first 30 days of advertising:
The average cost per conversion (a phone call from the website): UAH 150 (= a movie theater ticket)
PERFORMANCE MAX
We set up a Performance Max campaign using hand-picked audiences:
- by interests (audiences interested in legal services, private entrepreneurs, IT companies staff)
- by keywords (users who have already googled for services similar to those our client provides)
- by competitors (users who have visited competitors’ websites)
- LinkedIn (audience using LinkedIn and similar services)
Here’s an example of a display ad of this type:
An example of an effectively selected audience:
Results after the first 30 days of the Performance Max campaign:
We received 131,300 impressions on Google partner sites, 1,392 site visits, average cost per click of UAH 1.52, and 66 conversions, including 23 calls, 17 emails, and 7 requests with the average cost per conversion of UAH 32.
Total figures obtained from Google Ads during the first month of advertising:
CONCLUSION
Legal services are often complex and challenging to advertise. You need to meticulously analyze the audience, select keywords, consult the client on the legal jargon and apply A/B testing. Carefully selected targeting methods allow you to attract additional requests at an acceptable cost, while painstaking work on the optimization of advertising campaigns is the basis of a stable reduction in the cost of conversion.
