Cases Studies Lawyers

Law Office Of Knox and Belcher

CLIENT

• The Law Office of Knox and Belcher (Client) came to Need SEO seeking help in the area of family law operating in the Tampa Bay communities.
• The two principals had most recently left a much larger law firm in the region and went off on their own, seeking a more custom and boutique atmosphere and practice.
• Recognizing the competitive nature in organic search engine results, they journeyed into the Google ads arena and launched their own account to try a Pay Per Click campaign.

PROBLEM

• Unbeknownst to them while travelling down this path, they started a Smart Campaign which had no direction nor did it serve their purpose of reaching their targeted audiences.
• Their names were also being branded by their former firm and used for ads by that firm when people searched their names.
• Therefore, when they left the firm, their former clients were searching them and going right back to the former law firm that they had left.
• As a newly formed partnership, the Client was struggling to gain search traffic and new audiences that were looking for family lawyers.

SOLUTION

• Need SEO conducted a comprehensive interview with the principals gaining an understanding of the journey and past that they had experienced.
• We requested to see their existing Google presence and ad campaigns that were set up.  Once accessed, it was clearly obvious that the Client could use a very in depth analysis and structure to their PPC (Pay Per Click) campaigns.
• Need SEO conducted a keyword search for the area of family law, child support, modifications, and paternity suits.
• We set up an Expert Mode campaign on Google Ads which is a professional account that enables managers to deeply structure campaigns, ad groups, and ads with all of the settings and metrics required for a competitive participation.
• The geographic and demographic targets were established to only show our ads in the zip codes of their Tampa Bay regions that their cases could be handled.
• Set up branded campaigns to gain search results for Client’s names and principal references.
• In designing the ads, we sought to niche down the targets instead of using generic ads.  i.e. men vs women ads that spoke directly to each target.
• Language settings and competitive bidding strategies were employed to gain a more efficient ad spend and conversion rate that saved the Client money and gained a maximum ROAS (Return On Ad Spend).
• The queries were reviewed and built out the keywords in each ad group and campaign then set up for match types appropriate to the queries.
• Separation of negative keywords were important to keep the spend limited to only appropriate queries.
• Implementation of Call Tracking and Conversion forms:
  • These were added to give Client metrics and tools for follow up for inquiries on a timely basis.
  • Support staff tools
• Development of Ad Extensions and Rich Snippets
  • We capitalized on the use of Site links, Call Extensions and Callouts
  • Rich Snippets were employed to gather a wider and more robust reach with search queries.
• Employed a regularly scheduled reporting to Client with dashboards and a review of monthly results.

RESULTS

• Undertook the entire Google PPC campaign: Wrote all ad copy, keyword search efficiency, and managed ROAS.
• Client saw a 5 fold increase in conversions and customer retention and response to Google ads.
• Client enjoyed full transparency of information and campaigns managed.
• Increased budget spends and management fees as a result of successful performance.
• Revenues increased 3x in 3 months and maintained an increase in client responsiveness.

TESTIMONIALS

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