This family law firm case study is a updated case study from a previous case study in September 2020 covering the same law firm.
Since September 2020, many things have changed in the Google Ads landscape and this market. The local market has become much more competitive with competing firms and inflation has driven ad prices higher. All of this has combined to drive the cost per click to nearly double the cost in 2020. This client has doubled their budget and expanded significantly. At the same time, we’ve been able to dominate their market on Google Search, maintain efficient case acquisition costs, and help them consistently net 7-figures in case revenue.
Overview:
Divorce and Family Law Firm for Men
Location: Tampa, FL
The Strategy:
PPC Budget: $10,000/month
SEO Budget: $5,000/month
Ad Targeting:
Men who need a divorce/family lawyer
Higher-Income males
Paid Search ads on Google targeting certain low-funnel searches
Utilize gender-specific targeting, ads, & landing pages
Key Aspects to Our Success:
Gender segmented campaigns
- We segment our campaigns by gender for family law firms to drive maximum value. for this client, men only see ads & landing pages that are tailored to them. For example, a divorce for men landing page will have a headline of “Divorce Lawyer for Men.”
Proper landing pages for mobile
- Landing page design and performance is critical when you are spending $20 on each click. We must convert the traffic, or it’s worthless to our clients. Mobile landing pages must load in 3 seconds or less and influence calls/forms.
Income targeting
- Family law leads can have a reputation for being low quality because many may be unable to afford your services. We only target the upper 50% of income earners or narrower to increase the likelihood that a lead can pay a $2,000-$4,000+ retainer.
Lead reception
- Our best clients are willing to improve their lead reception process. The first time someone calls your firm they need to be met with a person on the other line who can schedule a call. It’s not the best idea to answer your own calls from an outside perspective, and can actually make you look small. We recommend a call answering service for solo attorneys because it’s affordable and makes your firm seem larger to a prospect.
Google Search Ads Results: September 2024
Clicks: 273
Impressions: 3,724
Click-through Rate: 7.33%
Avg. CPC: $35.53
Amount Spent: $9,700.00
Conversions (Call or Form Submission): 60.00
Cost Per Conversion: $161.67
Conversion Rate: 21.98%
Unique Leads: 48
Cost Per Lead: $202.08
