Meet LY Lawyers
LY Lawyers' digital marketing was holding back their growth. In a highly competitive legal industry, they struggled to stand out and attract qualified leads. Their Google Ads campaigns weren't optimised and had been left on 'set and forget', relying on outdated strategies that weren't delivering. LY Lawyers came to us to rework their Google Ads and grow the business.
The Challenge
A Highly Competitive Market
LY Lawyers were operating in an oversaturated market, with many competitors bidding on the same high-cost, short-tail keywords. This made it difficult for them to achieve visibility and attract leads without incurring high costs. Their strategy heavily relied on these expensive and highly competitive short-tail keywords. To address this, it was necessary to incorporate longer-tail keywords into their strategy, which are less competitive and more cost-effective.
No Use Of Performance Max Campaigns
Their campaigns were built on outdated strategies and didn't use Performance Max, a newer campaign type in Google Ads. Performance Max uses automation and machine learning to optimise performance across all Google Ads inventory. Without it, LY Lawyers were missing a way to improve their ad performance and extend their reach.
Incorrect Conversion Tracking Setup
LY Lawyers' conversion tracking was set up incorrectly, so the campaign data couldn't be trusted. They weren't tracking the right conversion actions, which produced misleading metrics and made it impossible to see how well the ads were really working. Fixing the tracking had to come first, so we could see which campaigns were driving leads and optimise them.
Our Approach
Our work for LY Lawyers brought together SEO, Google Ads.
Higher-quality search traffic
- Added location-based keywords
- Removed underperforming generic keywords
Performance Max
- Expanded reach with Performance Max campaigns
- Used automated optimisation to improve efficiency
Website traffic quality
- Focused on attracting more qualified visitors
- Aligned campaigns with website performance
The Results
Increase in Quality Leads
Our optimisation of LY Lawyers' Google Ads campaigns brought in noticeably better leads. We added location-based keywords and cut underperforming, overly generic ones, so the ads reached more relevant, qualified searchers. This refined targeting resulted in:
- Increase in PPC leads
- Improvement in converted leads
- Increase in PPC conversion rate
Performance Max Campaign Success
By implementing Performance Max campaigns, we further enhanced ad performance and efficiency. This expanded our reach and allowed us to utilise Google's automation and machine learning to better optimise. These efforts led to significant improvements in overall campaign metrics:
- Lower CPA than search campaigns
- Lower CPC
- Higher Conversion Rate
Improved Website Performance
Because we worked across the whole account rather than one campaign at a time, the gains didn't stop at Google Ads: overall website performance improved too. By sending more qualified traffic to the site, we saw improvements across all channels. We achieved:
- Increase in overall traffic
- Increase in website enquiries
- Drop in PPC average CPC
