Pay-per-click advertising and paid media are valuable digital marketing strategies that can help you reach more potential clients. By bidding on particular keywords, you can show up right when someone is looking for you. It’s a quick way to get to the top of search results and drive traffic to your site.
Our Client
A well-established Personal Injury law firm based in Tampa, Florida, specializing in vehicle accidents, premises liability, and various injury claims including brain injuries, burn injuries, and wrongful death cases.
The Challenge
In Tampa’s highly competitive legal market, the firm’s existing PPC campaigns were underperforming with:
- Excessively high cost-per-click rates
- Below-average click-through rates (under 1.5%)
- Poor quality scores (averaging 3/10)
- Low conversion rates (only 2.1%)
This resulted in an unsustainable cost-per-lead of $420, significantly above industry benchmarks.
Our Strategic Approach
After conducting a comprehensive campaign audit, we implemented a targeted strategy:
- Bid Strategy Refinement: Implemented targeted bid adjustments based on device, location, and time of day
- Keyword Restructuring: Shifted from broad match to exact and phrase match keywords focused specifically on high commercial intent (e.g., “hire personal injury lawyer Tampa” vs. general “personal injury lawyer”)
- Ad Group Optimization: Reorganized from 3 general ad groups to 12 highly specific groups aligned with service areas (auto accidents, slip and falls, etc.)
- Conversion-Focused Landing Pages: Developed 5 service-specific landing pages with clear CTAs, reducing bounce rates by 45%
- Ad Copy Enhancement: A/B tested 20+ ad variations emphasizing unique value propositions and local expertise
Measurable Results
After 90 days of implementation and optimization:
- Return on Investment: Improved from 2.1:1 to 4.8:1 (+128.57%)
- Monthly Leads: Increased from 25 to 75 (+200%)
- Conversion Rate: Improved from 2.1% to 5.22% (+148.48%)
- Cost Per Lead: Reduced from $420 to $183 (-56.43%)
- Click-Through Rate: Grew from 1.2% to 3.8% (+216.67%)
- Quality Score: Enhanced from average 3/10 to 7/10 (+133.33%)
- Monthly Ad Spend: Increased from $10,500 to $13,725 (+30.71%)
- Cost Per Click: Decreased from $12.40 to $8.65 (-30.24%)
Key Takeaways
By rebuilding the campaign structure around high-intent keywords and creating a more targeted user experience, we achieved a 200% increase in lead volume while decreasing the cost per acquisition by more than half. The client’s ROI improved from 2.1:1 to 4.8:1, representing a 128.57% increase in campaign efficiency.
This case study demonstrates how strategic PPC optimization can transform results even in highly competitive markets, focusing not just on traffic but on quality lead generation at a sustainable cost.
