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Google Ads Success for Injury Law Firm

The document discusses Google Ads account optimization for Bradford Legal, a personal injury law firm. Initially, the account had poorly structured campaigns and keyword targeting that resulted in low conversions and a high cost per lead. Through restructuring campaigns, improved keyword targeting, and bid adjustments, conversions increased while lowering the cost per lead. Based on the improved results, the client then increased the monthly media budget. The optimizations helped improve performance and provided the client with more relevant leads at a lower cost.

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luka bagdavadze
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157 views13 pages

Google Ads Success for Injury Law Firm

The document discusses Google Ads account optimization for Bradford Legal, a personal injury law firm. Initially, the account had poorly structured campaigns and keyword targeting that resulted in low conversions and a high cost per lead. Through restructuring campaigns, improved keyword targeting, and bid adjustments, conversions increased while lowering the cost per lead. Based on the improved results, the client then increased the monthly media budget. The optimizations helped improve performance and provided the client with more relevant leads at a lower cost.

Uploaded by

luka bagdavadze
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Google Ads Case Study

Made By:
Farid Shaikh
Client Briefing & Business
Objective

➢ Bradford Legal is established Personal


Injury Law Firm in Western Australia
Specialising in Motor Vehicle Injury,
Workers Compensation & Public Liability
Claims.
➢ Their main objective is to receive
maximum relevant leads at a low CPL.
Phase 1:

Account Vestibulum
Ad Group Theming
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Re-structurization

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(1st January 2023 to 31st May 2023)
Old Strategy Loopholes

Poor keyword theming & ad


group creation.

Call Campaign
SPEND: $1,647.84
CONVERSIONS: 0
CPL: $0.00
Loopholes

Brand, Generic & Competitor


keywords in a single campaign.

Search Campaign
SPEND: $10,529.27
CONVERSIONS: 57
CPL: $184.72
New Defined Strategy

New campaign with proper ad


grouping & keyword targeting.

Call Campaign

80% budget allocation


Solutions

Different campaigns for Brand,


Competitor & Service based
keywords.

Search Campaign

20% budget allocation


Client:
Bradford Legal is established Personal Injury Law Firm in
Western Australia Specialising in Motor Vehicle Injury, Workers
Compensation & Public Liability Claims.
Phase 2:

Optimizations Bid Adjustments

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Media Spend Increase

Impressed by the turnaround in results


from August to October, the client
increased the monthly media spend by
280%.

$6870

$1800

This had been the budget since the day we


started working on the account till 31st
October.
New Defined Strategy

Common single word search term


exclusion that would have made the
query irrelevant.

SQR

Using keywords based on top


converting search terms
Optimizations

Bid adjustments on keyword level,


hour of the day, day of the week,
location, etc.

Bid & Budget Optimizations


Additional budget allocation as per
campaign performance of previous 3
months.
Thank You..

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