HOW LY LAWYERS WON THEIR CASE OF ONLINE DIGITAL DOMINANCE
IN JUST 6 MONTHS
LY Lawyers is a leading criminal law firm in Sydney that is known for their expertise and dedication to client success. They approached us with the goal of enhancing their online presence and driving further growth. To achieve this, we revamped their Google Ads strategy to focus on increasing visibility and attracting more qualified leads. Our strategy led to remarkable increases in both traffic and leads. By optimizing their Google Ads campaigns and leveraging paid search to its fullest potential, we were able to deliver substantial growth, positioning LY Lawyers for success in the competitive legal industry.
The CHALLENGE
LY Lawyers faced significant challenges in their digital marketing efforts, which hindered their potential for growth. Operating in the highly competitive legal industry, they struggled to stand out and attract qualified leads. Their existing Google Ads campaigns were not optimized and followed a ‘set and forget’ approach, relying on outdated strategies that failed to deliver results. In response to these issues, LY Lawyers approached us to revamp their Google Ads campaigns and drive significant business growth.
Key Problems
- 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Their existing campaigns were based on outdated strategies and did not take advantage of Performance Max campaigns, a new campaign type in Google Ads. Performance Max campaigns leverage automation and machine learning to optimize performance across all Google Ads inventory. By not utilizing these advanced campaign types, LY Lawyers missed out on the opportunity to enhance their ad performance and maximize their reach. - Incorrect Conversion Tracking Setup
LY Lawyers had an incorrect conversion tracking setup, which led to inaccurate data on campaign performance. They were not tracking the correct conversion actions, resulting in misleading metrics and an inability to measure true ad effectiveness. Fixing the conversion tracking setup was crucial for understanding which campaigns were driving leads and optimizing them for better results.
Our Approach
At Uppercut Digital, our approach is as unique as the businesses we serve. We understand that a one-size-fits-all strategy simply doesn’t cut it in today’s digital landscape. Instead, we champion an omni-channel methodology that integrates SEO, Google Ads and Paid Social Ads, ensuring that your brand voice resonates consistently across all platforms.
This isn’t about using a cookie-cutter formula but crafting a bespoke strategy tailored to your brand’s essence and objectives. By harnessing the strengths of each platform, we build a cohesive, amplified digital presence that drives results, transcending the ordinary and embracing the extraordinary.
DIGITAL MARKETING AUDIT
A thorough audit of your website is conducted, analysing various aspects of the website, such as design, user experience, content, and technical elements. The audit also includes an in-depth analysis of the website’s SEO, speed, and mobile responsiveness. This will help us identify any technical issues or areas for improvement that may impact the website’s performance and user experience.
COMPETITOR ANALYSIS
At Uppercut Digital, we don’t just keep pace with competitors – we outpace them. By meticulously analysing their strategies and performance, we pinpoint their strengths to surpass and weaknesses to exploit.With our years of expertise, we refine and elevate your digital approach, ensuring that once your competitors are knocked down, they won’t get up from the count.
TARGET AUDIENCE RESEARCH
We conduct research on your target audience to understand their needs, behaviours, and preferences. This research helps us understand what your audience is looking for, how they interact with your website, and what motivates them to take action. We use this information to tailor the strategy to reach your target audience effectively, by understanding what message and channels resonates with them.
CREATING THE STRATEGY
After the website audit competitor analysis and target audience research, we create a comprehensive digital marketing strategy for your website. The strategy includes plans for improving the website’s performance and user experience, tactics for increasing visibility and driving traffic to the site, as well as a plan for creating and distributing engaging, relevant content and utilising social media and other digital channels to reach your target audience.
IMPLEMENTING & MEASUREMENT
We research and analyse your competitors’ websites and digital marketing strategies. This helps us understand their strengths and weaknesses, as well as identify opportunities for your website to stand out. By understanding what your competitors are doing, we can identify areas where your website may be lacking in comparison and areas where you many have a competitive advantage.
REPORTING & OPTIMISATION
Digital marketing efforts. These reports are tailored to your specific goals and objectives, and provide in-depth analysis of key performance indicators (KPIs) such as website traffic conversions and engagement. We highlights areas of success and opportunities for improvement. Based on this data, we work with you to optimise the strategy and tactics to drive even better results.
results so far
Increase in Quality Leads
Our strategic optimization of LY Lawyers' Google Ads campaigns led to a significant increase in the quality of leads. By incorporating location-based keywords and eliminating underperforming, overly generic keywords, we ensured that the ads targeted more relevant and qualified traffic. This refined targeting approach resulted in:
- 72% increase in PPC leads
- 33% improvement in converted leads
- 30% 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:
- 40% lower CPA than search campaigns
- 84% lower CPC
- 30% higher Conversion Rate
Improved Website Performance
Our holistic approach not only enhanced the Google Ads performance but also led to significant improvements in overall website performance. By focusing on driving more qualified traffic to the website, we saw improvements across all channels. We achieved:
- 30% increase in overall traffic
- 80% increase in website enquiries
- 58% drop in PPC average CPC
Our Clients
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