How Hansford McDaniel Achieved 80 Retained Cases With PPC in 12 Months

About Hansford McDaniel, LLC

Hansford McDaniel LLC is a Georgia-based workers’ compensation law firm with over 45 years of collective experience. They represent injured workers across Georgia and Alabama, guiding clients through hearings, denials, appeals, and settlement negotiations to secure maximum benefits and justice.

Hansford’s Lead Generation Challenges

Here are the key challenges we were up against at the beginning of Hansford’s digital marketing campaign:

1. High Cost Per Acquisition (CPA): Hansford McDaniel was struggling with expensive lead generation, making it difficult to maintain profitability while scaling their digital marketing efforts.
2. Too Many Unqualified Leads: The firm’s advertising efforts were attracting prospects who didn’t meet their ideal client criteria.
3. Struggle to Find High-Value Cases: Despite generating leads, Hansford McDaniel had difficulty identifying and attracting the types of workers’ compensation cases that would deliver substantial revenue and long-term value to the firm.

How On The Map Marketing Scaled Hansford’s PPC Campaign

Here’s how our PPC team addressed the key challenges in Hansford’s campaign:

1. Refined Keyword Strategy: Tested broad and specific workers’ comp search terms (with and without “lawyer”), used exact and phrase match, and applied strong negative-keyword filtering to attract high-intent leads.
2. Smart Bidding & Segmentation: Launched with Maximize Conversions, then layered in Target CPA bidding to control lead costs; optimized landing pages and filtered out irrelevant employment-law traffic.
3. Advanced Targeting: Allocated budget by geography, time of day, and device (mobile-first), while fine-tuning audience demographics for maximum performance across the state.

Wins and Milestones

By the end of the year, here’s how Hansford’s PPC campaign stacked numbers:

“OTM has a dynamic team with a proven track record of success. They have been a great collaborative and strategic partner. We look forward to our continued partnership and mutual success!”

Wesley B. McDaniel

Managing Partner at Hansford McDaniel