+58% Higher conversion volume. 10% lower CPA.

A legal services business increased recorded conversions by 58% year over year. Media investment grew by 43%, while cost per conversion declined by approximately 10%.

+58% conversions | −10% CPA | +43% ad spend

1. The situation

The legal services account was promoting services outside the client’s priorities and lacked negative keywords. Tracking issues had also been identified. The documented campaign changes focused on service relevance, keyword selection and campaign configuration.

2. The focus

Concentrate media investment on the services the practice wants to grow.

We created campaigns around those services and introduced keyword exclusions to limit irrelevant search activity.

3. The work

  1. Build campaigns for priority services. We created new campaigns for the legal services the client wanted to promote.
  2. Introduce negative keyword lists. We added negative keywords to exclude irrelevant searches that were consuming budget.
  3. Research relevant search demand. We researched and added keywords aligned with the selected legal services.
  4. Correct campaign configuration. We corrected campaign settings to support the revised service and keyword focus.

4. The outcome

Conversions grew by 58% against a 43% increase in spend. Because conversion growth outpaced investment growth, calculated CPA fell by approximately 10%.

More recorded customer actions with improved media efficiency.

Start with the part that is hardest to explain

It may be rising acquisition costs, conflicting reports, weak lead quality, a conversion drop or uncertainty about the next investment decision.

Share the context and we will identify the most useful place to begin.

Start with the part that is hardest to explain

It may be rising acquisition costs, conflicting reports, weak lead quality, a conversion drop or uncertainty about the next investment decision.

Share the context and we will identify the most useful place to begin.