{"id":2711,"date":"2022-06-01T11:50:42","date_gmt":"2022-06-01T11:50:42","guid":{"rendered":"https:\/\/legal-marketing.co.uk\/?p=2711"},"modified":"2023-03-28T00:35:59","modified_gmt":"2023-03-28T00:35:59","slug":"google-ads-case-study-72-new-enquiries-for-400","status":"publish","type":"post","link":"https:\/\/legal-marketing.co.uk\/google-ads-case-study-72-new-enquiries-for-400\/","title":{"rendered":"Google Ads Case Study: 72 new enquiries for \u00a3400"},"content":{"rendered":"\n
The legal sector is the most competitive industry advertising on Google, joint with the insurance and banking industries. Law-related keywords are consistently the most expensive in terms of cost-per-click<\/a> (CPC). This is because the supply outweighs the demand. <\/p>\n\n\n\n When a business advertises on Google, they are competing to appear in one of a few ad placements and they fill up fast, driving the price up. Extreme competition is further compounded by regulations specific to the legal sector, jurisdictional barriers and the large number of searchable keywords that relate to law firms. As a consequence, many pay-per-click (PPC) marketing experts struggle to get good to outstanding results for law firms. <\/p>\n\n\n\n Upon taking over management of the account, I immediately noticed that a campaign had been running for several years and incurred thousands of pounds worth of invoices from Google. I was advised that a non-legal sector marketer had set this up but had failed to introduce any system of measuring the number of enquiries resulting from the ad campaign. It was impossible to know if the ads were leading to new enquiries but it was believed that they were not. Further to this disappointing revelation, the ad creator targeted the entire United Kingdom, meaning the ad was being shown to people in two legal jurisdictions in which the firm did not offer services. <\/p>\n\n\n\n As Northern Ireland is the smallest of the three jurisdictions, the vast majority of people clicking on Google Ads were unable to instruct the firm and their clicks burned through the budget at an alarming rate. This highlights the importance of only trusting a legal sector specialist with your marketing budget. <\/p>\n\n\n\n In around five months I was confident that I had discovered the winning formula for this firm. During a period of one month, there were 39 conversions from ads on the firm’s website. A conversion is triggered by contact form submissions, phone calls and email enquiries that originated from the site. In addition, there were 33 phone calls from people that called directly from the ad rather than visiting the website. The total ad spend was \u00a3402.31. <\/p>\n\n\n\nA non-legal sector expert previously wasted thousands of pounds on Google Ads <\/h2>\n\n\n\n
The Results<\/h2>\n\n\n\n