Client Background
Client Background
Founded in the late ’90s, our client’s firm is headquartered in Illinois and had to deal with some tough challenges in the last few years. The firm desired to drive new clients to their business in the form of calls, lead forms submitted, and applications submitted.
Traditionally, Google AdWords has always been a reliable source of profitable new client leads for our clients. However, recent changes to the industry dynamics and intensifying rivalry with many new entrants in the market created a whirl of challenges in this particular geographic location.
Realizing that their existing model of using Google AdWords to fuel business growth would not be sustainable forever, the executive team at our client’s firm decided to reach out to us with the desire to achieve bigger goals.
They not only wanted to reach out to the masses and engage those interested in their services, but the firm also wanted to have robust marketing copy that would help them:
1. Target both segments of the market (individuals and companies) at the same
time, and
2. Generate high-converting leads under $100 CPL (cost per lead) by the start of the following quarter.
We knew we had a tight deadline to work with, so it was essential for us to make every dollar count for our client. With a total ad spend of $4,359, we generated $47,595 in up-front revenue, collected 501 highly qualified new client leads, and achieved a 74% conversion rate.
The numbers we achieved were impressive, to say the least. Our ads hit their lowest cost per lead (CPL) of $8.70 and not just that, we managed to reach out to 28,000+ potential clients across the US for our client’s national firm. How did we make the magic happen?
Keep reading as we are about to map out where we ran the ads, what challenges we overcame, and what had the most significant impact on the campaign’s success.
The Challenges
● New competitors in the market brought on a big deficit of new clients for our law firm-client. Relying heavily on Google AdWords for new business, Facebook Advertising was a new arena for our client to explore.
● As the client had no prior experience running Facebook ads, we had to connect the right dots for them that would level up the marketing strategy and achieve real results while playing the competitive game.
● We had to work on the creatives and assets from scratch and had little to no time to experiment and find the winning element
● The client needed high-quality leads (form or application submissions) with a high conversion potential under $100 CPL (cost per lead).
Our Strategy & Process
We audited our client’s account to address the challenges and find some hidden opportunities. We discovered three main areas we need to focus on:
- Campaign Budget Optimization
- Ad Copy Testing
- Utilizing a landing page with clear CTA’s (calls to action)
To design better-performing ads, it was essential to establish ideal client avatars (ICA’s), or buyer personas, and understand the client’s firm inside and out. So, we started our process by collecting as much information as possible about their ideal clients. We created a few high-quality audience sets on Facebook with the data we collected.
Our visual geniuses and copy wizards created engaging assets and creatives to use for the TOF campaign we planned to run for the client. Based on our understanding of the client’s business and our 10+ years of experience marketing in the legal industry, we defined measurable KPI’s for the firm and programmed the campaign.
We set up 5 ad sets and tested our target audiences in each ad set using 8 different creatives and 4 ad copies. We then moved forward with those which had the biggest impact on the success of our campaign.
We worked with an initial budget of $30/day, which we kept tweaking after reviewing the weekly results. This helped lower the cost per conversion.
