The Client
Brand Mender recently partnered with a law firm in Maine, USA. The firm is highly regarded for its expertise in Elder Law, Estate Planning, Medicaid Planning, and Probate Services.
The mission was to address a key business challenge:
Strategy & Execution
Brand Mender developed a comprehensive and focused SEM campaign tailored to the firm’s needs:
1. Search Campaign Highlighting Lead Generation
The campaign revolved around targeted Google Search ads using high-intent keywords related to Elder Law, estate planning, and Medicaid services. By targeting such keywords, the campaign could capture users actively seeking legal help in these areas.
Further, it aimed at driving them to submit inquiries via the website’s lead forms.
2. Geo-targeted Expansion
Initially focused on select key regions across Maine, the campaign’s early positive results encouraged a geographic expansion into Portland, aligning with the firm’s physical growth and ensuring local relevance for the new office location.
3. Image Extensions to Boost Ad Credibility
To increase ad visibility and trust, Brand Mender incorporated Image Extensions into the search ads. These visuals improved the click-through rate (CTR) by enhancing attractiveness and professionalism, helping the ads stand out in search results.
4. Precision Demographic Targeting
Ads were specifically targeted to users aged 50+. This approach directly aligned with the demographic profile that most frequently requires elder-law services.
5. Budget Management and Optimisation
The team closely monitored the campaign using weekly budget-tracking sheets and performed timely optimisations. This control ensured that ad spend remained efficient and focused on delivering the highest return on investment.
6. UX and Landing Page Improvements
In addition to ad-focused tactics, Brand Mender conducted a comprehensive audit of the law firm’s website.
We identified opportunities to enhance the user experience (UX), especially for visitors driven by paid ads. When users do not find relevant content on the landing page, they quickly bounce off. To solve this, the team created a separate landing page for each service.
Simplifying the lead form resulted in faster query submissions. This reduced friction and increased the conversion rate.
We leveraged a proven formula, and it produced strong results!
Results and Impact
The campaign’s efforts yielded strong, measurable results:
Key Takeaways
Wrapping up, here is what team Brand Mender has to say about this great project:
- A lead generation goal becomes achievable when combined with demographic and geographic targeting. The result is a huge jump in qualified leads. This works especially well when the market is highly niche, like Elder Law services.
- Landing-page optimisation is essential for getting the most out of paid search traffic. Without it, even the best ads may underperform.
- The Image Extensions help boost engagement and trust among search users by making ads more appealing and credible in competitive environments.
Client Feedback
The law firm’s CEO shared positive feedback:
“The quality of leads and ROI exceeded our expectations. We’re now reaching the right clients at the right time, and it shows in our growing caseload.”
