Achieving a 1762% Advertising ROI for a Family Law Firm with Digital Advertising
Significant return on digital ad campaign
1742%
return on investment
580
ad clicks
$40k
campaign revenue
Background
People are searching for legal help online more than ever. 96 percent of people seeking legal advice use a search engine (Google Consumer Survey, Nov 2013) and 74% of legal prospects beginning a search online end up contacting the firm’s office via phone (FindLaw U.S. Consumer Legal Needs Survey 2014).
The agency featured in this case study used digital advertising’s laser-targeting ability to take advantage of this search volume by creating highly relevant ads for their client, a local family & divorce law firm. In just 60 days they achieved a 1762 percent advertising ROI from a multi-channel advertising campaign, and you can too!
Your agency’s competitors will plead “no contest” while you dominate the local legal market with no extra fulfillment work through Vendasta’s white label digital advertising services.
The Vendasta White Label Digital Advertising Process
- Vendasta sells white label digital advertising services to the agency partner to resell. In this case to Digital Dino Agency.*
- The agency partner then sells the advertising services under their own brand to their business client. In this case, Family Legal Firm LLP.*
- The Vendasta digital advertising team fulfills the digital advertising services that Family Legal Firm LLP purchased from Digital Dino Agency. Win-win-win!
The Agency’s Client
Local legal firms like Family Legal need an edge to compete against the major players in the legal field. If the late great Robert Vaughn is in the TV ads of your client’s competitors, they’ll definitely need to your help to strategically reach their target audience.
Family Legal understood they needed to be tactical with their advertising budget to compete with larger firms in their area. They knew that with digital advertising, they could specifically target the people who were looking for legal assistance at exactly the time they needed it most.
So while the goliaths in their area stuck with the traditional TV ad model, Family Legal Firm LLP contacted Digital Dino Agency to utilize their expertise in modern local marketing and digital advertising.
This strategy set the stage for a productive digital ad campaign. As a small local firm with a good reputation and focus on customer service (displayed in their reviews), Family Legal was primed for success!
The Campaign Process
The Message
The creative, ad copy and goals were based on this campaign vision, and the goal was to drive people to call and book consultations at the law office.
The Method
- Google Adwords campaign with programmatic bidding
- Facebook ad campaigns
- A customized, mobile-optimized landing page
Using Google Adwords ensures that digital ads are exposed to a highly targeted audience of people who indicate purchase intent by searching for local keywords related to the business. Adwords campaigns are centered around action – people looking for immediate legal help in the firm’s target area.
Facebook Ad Campaigns
The recipe for success for Facebook advertising is to reach a highly targeted audience the optimal number of times within a certain time period. Social media is the new word-of-mouth. If you target the correct audience, they’ll share it and promote it for you. This is important because the most credible form of advertising comes straight from the people we know and trust. 83 percent of online respondents in 60 countries say they trust the recommendations of friends and family (Nielsen Global Trust in Advertising Report). Plus, this new word of mouth advertising is trackable, attributable, and optimizable.
All these tactics worked together in harmony to drive real-world calls and conversions, with proven results delivered to the client in monthly reports as we’ll see next.
The result
1742%
return on investment
580
ad clicks
$40k
campaign revenue
Advertising results
| 560 | 117 | 50 |
| ad clicks | social & website clicks | qualified calls and form fills |
Monetary results
| $2,195.84 | $40,000 | 1742% |
| initial investment | campaign revenue | return on investment |
Search Ads
Consumer engagement with the ads appearing on the SERP (Search Engine Results Page) was 199 percent higher than industry average, which means that the ads were highly relevant to people searching for the campaign’s predetermined keywords.
| 131 | 4.03% | $5.75 |
| ad clicks | click-through rate (CTR) | cost per click (CPC) |
With such a high volume of searches made in Family Legal’s target area for these terms, appearing at the top of Google’s search engine results page generated fantastic exposure for the firm.
Facebook Ads
| 429 | 64 | 43 | 1.43% | $1.02 |
| ad clicks | likes, shares, comments and reactions | ‘learn more’ button clicks | click-through rate (CTR) | cost per click (CPC) |
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“The main benefit is that I can run a business without a bunch of employees. Even when I am big enough to need a few employees I will still need far less than if I were to run the business without Vendasta.”
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