This was for a personal injury firm based in Tampa, Florida and serving clients throughout the region. Their practice areas encompass vehicle and bicycle accidents, aviation and boating accidents, premises liability/slip and fall, dog bites, criminal assault injuries, construction site accidents, brain and burn injuries, child injuries, Florida tourist accidents, and wrongful death.
Tampa is a competitive market for personal injury law practice. The old campaigns had performance issues such as high CPC, low CTR, low quality score, low conversion rate, etc. As a result, the cost per acquisition was very high. The goal was to increase the number of leads by reducing the cost per lead and improving the overall ad campaign conversion rate. The KPIs for the campaigns included phone calls, online form submissions, cost per lead, etc.
To accomplish that, we rebuilt the ad campaigns to reach bottom-end funnel users by targeting commercial intent keywords. Ad groups and keywords were restructured to be more targeted and ad texts rebuilt to ensure the most appropriate redirections. Continued optimization of ongoing activity ensures the account was running at optimal levels. The dedicated landing page was built to improve user experience and increase conversion rate. The ad split tests and call tracking were set up.
The total lead volume was increased by 200%, the conversion rate was increased by 148.48%, and the CPL (cost per lead) was reduced by 129.11%