THE CHALLENGE

A local law firm asked what we would do to drive more leads for their personal injury practice.

Performance-based digital display and SEM campaigns had made the firm known and seen among targets which were developed through affinity and “look-a-like” audiences. We wanted to see how the firm could be better found by potential clients closer to the point of purchase without driving an increase in budget. We wanted to see how the firm could be better found by potential clients closer to the point of purchase without driving an increase in budget.

THE STRATEGY

We shifted focus to ensure the firm was not only known and seen, but also found by potential clients closer to the point of purchase based on their online behavior. The display strategy was evolved from targeting high-level affinity audiences to lead-based, focusing on the post-click actions (goal completions) of website visitors. The firm paid for outcomes (rather than impressions or clicks alone) as we fine-tuned to increase website engagement and activity among in-market category targets and users that had searched for relevant phrases and/or visited relevant or competitive URLs.

THE RESULTS

After just six weeks of fine-tuning our new targeting approach, phones were ringing off the hook with an 87% increase from display.

During this same time, SEM-driven phone calls increased 63%.

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