How Nunez Law got 17 leads from PPC in 2 months

Law firm PPC case study

+5.61
Increase in conversion rate

$400
CPL

+1053.33%
Jump in CTR

+17
Lead increase

Client
Nunez Law

They are a personal injury law firm focused on car accidents, truck accidents, motorcycle accidents, and bicycle accidents.

What On The Map
Marketing provided

Extensive keyword strategy

Landing page development

Challenges

Low quality traffic

Frequent use of broad match type keywords promote low quality traffic

Wrong Keywords Focus

Most expensive keywords were not generating the majority of conversions

Missing landing page

Subpar experience after clicking on these paid search ads (whereas competitors were using dedicated landing pages)

Questionable search volume

The search volume of keywords that were generating interactions was questionable

At the start of the campaign, the client had zero conversions and a CTR of 1.5 percent.

Client expressed trouble with their previous Google Ads campaigns in:

Getting leads

And quality of the leads

Further they didn’t have enough data for us to start optimizing their campaign. There were under 100 clicks (as you can see in the screenshot above).

The search volume of keywords that were generating interactions was questionable as seen in screenshot below:

Solutions

Audience targeting

Use phrase match keywords (with a robust negative keywords list) to better target their audience.

Keywords optimization

Remove non-performing keywords. Sort the rest by priority and efficiency

Landing page

Create dedicated landing pages for the paid search traffic. Examples: car accident, bicycle accident, motorcycle accident, and truck accident

Keyword strategy

We created a list of keywords on different monthly budgets and forecasted their conversions:

List of keywords on different monthly budgets and conversions we forecasted:

Nunez law keyword and conversations focus

Above the fold section of their car accident landing page:

Compelling pitch of lawyer’s services below the fold:

Results

+1053.33% Jump in CTR

We went from 1.5% to 16% CTR (the industry average stands at about 5%). That’s a jump of 1053.33%

+5.61 increase in conversion rate

Our conversion rate went from 0 to 5.61%

+17 Lead increase

We generated 17 conversions (leads)

$400 CPL

Further the our cost per lead (CPL) stands at an impressive $400

First month

The first month was slow as we were working with a limited budget and the CPC of our target keywords hovered around $500. So we couldn’t get enough data to optimize the campaign. Our targeting was also too precise to only get quality traffic.

Second month

For the second month, Nunez Law doubled their monthly budget. We experimented with: search networks, targeting mobile only, call only campaigns, dynamic search ads, a branded campaign, and budget & bid changes.