When we talk about attracting potential clients for a service company, such as law firms, it is not possible to ignore the leverage power that PPC has to accelerate results.
This is something that many marketing professionals know and pass on to their clients.
But rarely is there talk about the multiplier effect that Remarketing on Display can have on a campaign.
In good hands, this is a powerful digital marketing tool that allows companies to reach audiences that have already expressed interest in their products or services.
This is the case that concerns us in this post.
And with this tactic well deployed, we achieve:
Increase the acquisition of potential clients per form by 731.11%
Reduce the cost of acquisition by 55.61%.
Increase the number of impressions and clicks
These results have been supported by the trust of our client, who in this same period decided to increase the investment by 268.96%.
Something that has undoubtedly also made the work easier.
Well, it is for these reasons that we are going to analyze the key levers that we use to multiply the number of potential clients by 8, relying on Display Remarketing in Google Ads.
Starting point: Customer acquisition stagnant and declining.
Our client, a law firm specializing in labor law, was having difficulty attracting new clients through traditional marketing channels.
They were also not getting the expected results through digital channels.
At one point, they turned to iSocialWeb to speed up lead capture through the organic channel (SEO) and PPC advertising to increase their visibility on the Internet and attract potential clients.
From very early on, by working on the SEO channel, we managed to grow and maintain good results.
However, in the area of PPC, after a few months, we began to notice symptoms of burnout.
We quickly decided to focus on the firm’s strengths:
Unfair dismissals
and permanent disability
Our client has a 95% rate of favorable rulings for the services offered
Challenge or problem identified: How to reduce acquisition costs without lowering lead quality
The problem or challenge we faced in PPC was increasing costs in lead acquisition and high competition in search results for ads on Google.
No matter how hard we tried, we were unable to reduce the acquisition costs of PPC campaigns, which were already quite high.
Especially when we talk about the unfair dismissal service, one of the most lucrative and competitive at the same time.
In this type of lawsuit, due to Spanish jurisprudence, the case must be reported within a very short time frame.
Otherwise, the lawsuit cannot be filed more than 20 days after the dismissal is communicated to the employee.
This adds pressure to close the lead as soon as possible, although it also favors the user’s decision-making.
In addition, this type of litigation is very profitable for law firms.
The challenge posed by this type of service is twofold:
First, there is a very short time period to file a claim under Spanish law, which necessarily involves carrying out a very quick process of recruiting and formulating the claim.
On the other hand, it is one of the searches with a very high cost per click.
This greatly increases recruitment costs and greatly reduces the chances of achieving a good result if the work is not done well.
Solution provided by iSocialWeb: Display campaign plus specific landing pages for each service.
Knowing all this, we decided to move forward on two simultaneous axes:
Create specific sales pages for the PPC campaigns of each of the services aimed at conversion.
Launch a campaign for less competitive keywords and try to activate re-engagement on display
As you can see, it was about lowering the cost per click and, therefore, lead acquisition and at the same time, increasing the exposure or visibility of the office in front of users who had already been attracted to the landing pages thanks to the search campaigns.
Well:
To achieve the objectives, we optimized the landing page. We made sure that it was in line with the ad texts and that it offered a clear call to action.
We also implemented CRO-based optimizations, as well as monitoring mechanisms to measure the success of the campaign by making the necessary adjustments.
On the other hand, once the optimizations were done on both pages, we analyzed which keywords had a low quality level according to Google Ads and added them in the most coherent way possible to the texts of the landing pages to force Google Ads to improve this quality level. In addition, we designed banners for Display and launched the Remarketing campaigns. And we started the implementation of the display campaign.
The results were not long in coming.
At the same time, the display campaign caused a significant drop in the CTR, but at the same time we managed to impact with a volume of impressions at a very economical cost/click.
Something, on the other hand, very common in Display campaigns compared to the cost/click of Search campaigns.
All this allowed us to re-impact a considerable number of users who ended up returning and closing a service in a volume, like they had never seen before in the office.
We finally had what we had been looking for!
A confirmation of the strategy to follow.
Outcome: 700% lead growth and 55% CPA reduction
Thanks to the data obtained from the tests carried out, we are firmly committed, but gradually, to increasing investment volumes in the display campaign.
In this way, we managed to take advantage of the countdown effect caused by the jurisprudence, while increasing our exposure in a brutal way.
When used well, Remarketing campaigns are extremely effective.
On the other hand, we left aside the less competitive keywords for obvious reasons.
And we sought to further improve the Quality Score of the campaigns by using more appropriate semantics in the landing pages and good design specifically oriented to form conversion.
As a result of all these changes and adjustments launched by Alba Brotons, PPC manager at iSocialWeb, the firm experienced a 731.11% increase in the acquisition of potential clients through the sending of forms,
In addition to a 55.61% reduction in the costs of acquiring potential clients.
To which we must add a considerable increase in impressions and clicks.
In this way, we were able to achieve each of the marketing objectives set from the beginning, using Google Ads advertising and optimizing the landing pages to obtain quantifiable results.
Investment in the campaign in this same period increased by 268.96% due to customer satisfaction with the results.
Conclusion or final thoughts: Second winning horse strategy
Display campaigns for Remarketing have the power to produce the effect of what we call the second winning horse.
In other words, it is always good to win a race and get a direct lead from a search campaign, but it is much better if in addition to winning the race you also get the second and third prize, don’t you think?
That is, in our opinion, the effect that well-executed Remarketing can have.
As a lesson or reflection, we must think that campaigns of this style where vanity metrics are preferred also work and have a reason for being.
We often think that if attribution cannot be measured directly, then the action is not worth it, but this is not the case.
Our strategy produced successful results and with a 268.96% increase in investment, we improved the number of conversions by 731.11% and at the same time achieved a -55.61% drop in costs per lead.
Something that is within the reach of very few agencies.
Co-CEO and Head of SEO at iSocialWeb, an agency specializing in SEO, SEM and CRO that manages more than +350M organic visits per year and with a 100% decentralized infrastructure.
In addition to the company Virality Media, a company with its own projects with more than 150 million active monthly visits spread across different sectors and industries.
Systems Engineer by training and SEO by vocation. Tireless learner, fan of AI and dreamer of prompts.
