CASE STUDY: SEARCH ENGINE MARKETING
Leveraging Google PPC Ads
Brandscapes successfully leveraged Google Ads to generate high-quality leads for a legal services client, focusing on eviction and real estate law. Through strategic keyword selection, demographic insights, and continuous optimization, the campaign achieved an exceptional 9.69% click-through rate (CTR)—far surpassing the industry average of 2% for law firms. Mobile proved to be the dominant traffic source, with targeted ad copy and landing pages maximizing engagement. The campaign generated 220 conversions while maintaining cost efficiency. According to digital marketing expert John Hardy, “Including the keywords from your ad group in the ads will indicate a higher relevance to Google, which translates to a higher Quality Score and a lower average CPC for the keywords in that ad group.” With precise ad targeting and performance monitoring, Brandscapes successfully delivered measurable results while optimizing ad spend for maximum return on investment.
We Evict. We Collect.
How Two Short Sentences Got Hubbard Law On The Map
Objective
Brandscapes aimed to drive high-quality leads through Google Ads for a legal services client, focusing on eviction and real estate law. The campaign’s goal was to optimize ad spend while maximizing clicks, impressions, and conversions from relevant search queries.
Execution
Keyword Strategy: The campaign targeted high-intent keywords like “real estate attorney” and “eviction lawyer,” using broad match types to capture a wide audience. This approach ensured visibility while allowing optimization based on performance data.
Ad Group Segmentation: Campaigns were structured into specific groups, including “BRA_SearchLeads_EvictCollect” and “BRA_CallCampaign,” to tailor messaging and bidding strategies. Device Targeting: The majority of traffic came from mobile phones, which accounted for 2,250 clicks at a cost of $6,793.24. Computers and tablets followed with 883 and 337 clicks, respectively.
Demographic Focus: The highest impression share came from users aged 55-64 (18.31%), followed by 18-24 (15.60%) and 25-34 (15.31%). This data guided ad copy and landing page adjustments to appeal to these age groups.
Budget Allocation & Optimization: Total ad spend was distributed across campaigns based on performance. “BRA_SearchLeads_EvictCollect” was the top performer, attracting 1,263 clicks with an 8.45% CTR at a cost of $4,403.60.
Performance Monitoring & Adjustments: The team continuously refined bids, adjusted ad creatives, and tested different audience segments to improve engagement and conversion rates.
Results
Click-Through Rate (CTR): The top-performing keyword, “eviction lawyer,” achieved a 9.69% CTR, demonstrating strong intent from users.
Cost Efficiency: The “BRA_SearchLeads_EvictCollect” campaign maintained a healthy CTR of 8.45% while keeping costs manageable.
Conversions: The campaign generated 220 conversions in a one-year period (18.33 per month) reinforcing its success in lead generation.
Year-over-Year Improvement: Compared to the previous period, clicks increased significantly, with notable growth in engagement metrics for dynamic ad groups.
Device Insights: Mobile emerged as the dominant traffic source, confirming the importance of mobile-optimized ads and landing pages.
Summary
Brandscapes successfully executed a data-driven PPC campaign that maximized lead generation for the client. Strategic keyword selection, demographic insights, and continuous optimization contributed to high engagement and cost efficiency. Moving forward, refining mobile ad experiences and leveraging high-performing keywords will further enhance performance.
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