We provide PPC management services to attorneys. If you’re looking to offer the immediate lead generation and revenue results of Google Ads, Bing Ads, or Facebook Ads traffic, then Denver PPC can help.
Enlist our PPC experts and offer your law firm the advantage of online lead generation. Google Ads and other PPC advertising platforms are some of the easiest ways to grow your practice areas and overall firm.
We work behind the scenes – doing the technical work and analysis – and you get all the credit for growing your law firm.
Some of the benefits of using Denver PPC’s PPC management service for your law firm:
- Low cost – Affordable fixed fees or low percentage of spend depending on the size of the account
- Monthly reports – Detailed reports which include a summary of performance and recommendations to improve the account
- No contract – All our contracts are month-to-month
- Team of PPC Specialists – All our account managers have a minimum of two years of experience managing a variety of campaigns
- Experience – All of our PPC managers are Google Ads certified
Personal Injury Attorney PPC Management Case Study
Denver PPC improved our law firm’s cost per online conversion by 50% in 3 months – from $360 to $178. Our PPC management and optimizations resulted in a cost per personal injury lead of just $45!
Background on the Law Firm and the Google Ads Account
The Donnelly Law Firm*, a personal injury and liability attorney located in Memphis**, appointed Denver PPC to manage its attorney Google Ads advertising, based on a PPC Quote which we had provided the previous month.
At that time, the Attorney was spending $13,000 per month on Google Ads and earning new customers at an average cost of $360 per online conversion.
The Attorney featured in this case study offers and advertises various services, including representing clients for cases involving personal injury, accident injury, nursing home abuse, workers compensation, social security disability, traumatic brain injury, dog bites, and wrongful death.
Before taking over the attorney’s Google Ads PPC management, it was being managed by a junior partner in the firm. The law firm estimates that the website generates inbound phone leads at a rate of 3:1 compared to online web form fills, which means that the actual cost per lead is roughly 1/4 of the amount captured by conversion tracking.
Initial Findings – Waste & Inefficiencies
In our initial PPC account review of the attorney’s Google Ads account, we determined that much of the advertising budget was being wasted on a handful of keywords that were far too general. The Google Ads account had only 66 keywords organized in just three ad groups; each ad group had just one ad.
The Google Ads account had a standard list of 100 generic negative keywords cloned from somewhere, it seems, which were not customized for industry or geography.
Overall, such an account structure violates the most fundamental best practices for Google Ads account management.
Restructuring Attorney Google Ads Account
By mid-February, we completed our Google Ads account restructuring for the Donnelly Law Firm.
The improved Google Ads account was reorganized into about 15 ad groups. We performed a thorough keyword search, supported by our experience with other personal injury and liability attorneys. This resulted in a revised Google Ads advertising account structure, which today has over 600 keywords, organized in 16 ad groups, with almost 100 live ads and a custom-tailored list of over 300 negative keywords.
Results of Initial Google Ads Restructuring
The advertising results for February are mixed, as the Google Ads account refactoring took effect during the middle of the month. Comparing March to January, the account performance improved significantly, showing a decrease in cost per conversion from the Advertiser’s previous $360 to Ad Manager’s improved rate of $221. Google Ads ad spending decreased from $13K to $11K per month, while online leads increased from 36 to 51 per month. Since only 1/4 of the leads are captured via the online form, taking into account estimated phone leads, the estimated cost per lead for March was about $55 per lead.
Continuous Optimization of Google Ads Account
We focused on intense analysis of the attorney’s Google Ads and Google Analytics data during March and April. From this data, we refine and improve the Google Ads account. We also identified elements of the Google Ads account that performed well and scaled those while enhancing underperforming segments. Finally, we eliminated elements that had historically proven costly and unproductive. This process involved analyzing the day of the week, landing pages, bounce rates, cost per conversion, quality scores, and time of day.
Continuously Improving Ad Text
Throughout this period, Denver PPC also continuously analyzed the results of competing ads and began identifying which ad elements were performing relatively better and performing worse and began refining ads for each ad group across the Google Ads account.
Ongoing Optimization Improves CPA by 50%
By April, the cost per online conversion had fallen from the original cost of $360 per conversion to $178 per online conversion. Adjusted to consider the estimated leads by phone, this cost was closer to $45 per lead.
If you want to know more about managing Google Ads advertising for attorneys, please read our Google Ads Tips for Attorneys. If you don’t presently have a local listing on Google Maps and are not using local business ads, please read Local Ads for Attorneys.
We have changed the * law firm name and ** metro area name as a condition precedent to using the client’s results in our Case Study.