How Harrell & Harrell, P.A., Increased Paid Search Leads by 51% Year-Over-Year
Overview
Harrell & Harrell, P.A., is a personal injury law firm that has been serving Jacksonville, FL, and surrounding areas for almost 50 years.
With personal injury law being one of the most competitive markets in the U.S., there’s always room for improvement. So when the time came to expand upon its pay-per-click efforts, here’s how Dagmar Marketing helped this client scale its PPC campaigns, maximize ROI, and achieve consistent growth in paid search leads.
Results
68.50%
Increase in website traffic
51.12%
Increase in leads from paid search
30.00%
Increase in search impression share
41.60%
Decrease in average cost per click (CPC)
34.90%
Decrease in cost per lead
1.50%
Decrease in overall PPC costs
Paid Search Leads
Cost Per Lead
Target Demographics
Jacksonville
Residents in the Jacksonville, FL area
18+
18 years old or older
“Personal Injury Lawyer”
Users who have conducted an online search for a personal injury lawyer
Our Approach
With a mission to responsibly scale PPC spend for Harrell & Harrell, P.A., our team of experts conducted a deep dive into the client’s Bing and Google Ads accounts to uncover opportunities for improvement. Based on our findings, we developed a custom PPC strategy that enabled us to meet the client’s ambitious cost per lead while expanding its reach using paid search ads and unlocking year-after-year growth in the process.
Harnessed the power of Google’s AI-powered smart bidding for campaigns with enough conversions
Optimized ad copy to increase relevance and ad strength to maximize ad performance
Updated the PPC landing pages to enhance conversion elements
Incorporated newly available assets (extensions) to increase real estate on the search results page
Employed an extensive negative keyword strategy to safeguard ad spend from irrelevant traffic
Developed ad groups for greater efficiency to get the most out of the PPC budget
Milestones
63%
Increase in call leads from Google Ad campaigns
76%
Increase in lead form submissions
82%
Increase in impressions at lower spend
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