This story should come as encouragement to any young practices. This firm had just started out over the pandemic. Initially they tried some of the marketing strategies pitched by a few of the legal marketing industry giants with no success.
We reached out to them because we saw they were leading their peers in reviews and ratings.
With this we knew they would be successful, now our job was to convince them of that.
In this case study we’re going to talk about how local services ads single-handedly drove over $150K in new case revenue in the first 90 days.
Let’s take a look.
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Our client is a criminal defense firm out of New Mexico. It’s a small law office, consisting of one attorney and two support team members.
The practice started in 2020, and experienced marginal growth. At the time many of the new clients came from client referrals or other attorneys.
Over the next few years they worked hard to build the practice from the ground up.
In 2023 we found them. We reached out to the founding attorney with a plan.
They had 96 Google reviews and an awesome 4.9 star rating. When we looked at the competition we knew they would absolutely dominate the local market if they could get visibility.
We started working with them in July 2023, and it’s been all progress since.
As with every client we start out with a complete digital marketing analysis. Here we want to analyze their current digital footprint, the appropriate options to achieve their goals, and the market which they want to compete.
Although we knew right away they were a fantastic local services ads candidate, we never want to assume anything without the proper data to help us make decisions.
They had a really nice website which spoke to their brand. It was a single page site and not much more than a digital business card.
The site was very limited by way of content, and in turn, was not ranking for any valuable keywords.
At this point we knew we knew we would likely need to employ a paid search campaign to start getting traffic.
Additionally, we knew ultimately the website would need to be addressed.
During our digital audit we always look to understand if SEO is an option for our clients. SEO for lawyers tends to provide one of the highest returns on their advertising spend, as in many markets paid search strategies for lawyers, such as pay-per-click campaigns and local services ads can be extremely high.
The first step would be to analyze their presence for quick-win keywords, or valuable search terms that they are already visible for and where they are showing up in the top 3 pages already.
Being that the site was a bit uncultivated, this was not an option at this point.
We knew they would have serious potential here, but perhaps this was phase 2 of their growth efforts.
We always want to analyze the competition. Through competition analysis we’re able to understand market trends, opportunities the firm has for competitive advantage, and any challenges we may experience due to the competition.
Since we knew paid search was likely our first option for helping them grow, this is where reputation matters.
In the local market this firm was in the top 2 for total number of reviews, and number 1 for their star rating.
It was obvious to our team that they clearly had the upper hand when it came to the competition.
Also, when we got to phase 2, the website revitializtion and SEO phase, they would do well.
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Through both our experience and our research, we knew that this firms was a prime candidate for local services ads for lawyers. Local services ads are a Google ads strategy that rotate eligible lawyers at the top of search results for high-intent keywords, such as “criminal defense lawyers near me” or “domestic violence defense help” for example.
Through our local services ads management plan we do everything from build out the ads account, work with Google on verification for the client, set up budgeting, audience targeting, creating custom profile content, and connecting our call tracking and reporting solution so our client is able to attribute every lead that that comes in the door.
Local services ads is a pay-per-lead ad strategy, and provides the opportunity to dispute the lead with Google if it falls into categories that would render it invalid. This may scenarios like a telemarketer calling through the ad, people calling with needs outside of what the firm is targeting, spam or phishing calls, etc.
We manage this dispute process and work to ensure that the only thing they pay for are valid leads.
We kicked off the strategy in July 2024 and it provided serious return in a very short period of time.
I must say, we could not be happier with the results. And we know they were too.
We’re lucky that our client is on top of everything that goes on with the firm. The attorney was diligent about providing feedback on leads, telling us when they signed a case, when there was an issue with the lead, they were great to work with right from the start.
In just about 90 days from kickoff thie firm signed 24 new criminal defense clients.
According to our client, this surmounted to around $150,000 in new firm revenue.
This was an 18x return on investment!
Through our leads tracking platform our clients are able to provide simple, one click feedback on each lead they receive.
Below is a sample of their results report from the first few months.
Local services ads have the power to transform a law firms digital marketing efforts. For firms that have been working on building a strong reputation, local services ads need to be part of their digital marketing plan.
This emphasizes the importance of building a strong reputation. If it wasn’t for this firms dedication to asking for reviews and making sure each of their clients has an exceptional experience, they would not have had this opportunity.
When a strong reputation is couple with a local presence campaign, such as local services ads and local SEO, it’s very possible to obtain results that are 5, 10, 15 and even 20x a law firms investment.
So if you are interested in capturing more local clients and want a specialized local services ads management team to help you achieve the results you want, get in touch with us today.
Also, if your online reputation isn’t up to your standards, take a look at our reputation management software to help.
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