31% increase in conversions from paid search in a year
Family Law, Orange County
Brown Dahan, a full-service family law firm, contacted Pronto Marketing to manage both their website and Google advertising campaigns.
YOY Increase In Conversion Rate 48%
YOY Increase In Conversions 31%
YOY Increase In New Form Submissions 20%
Based in Irvine, California, serving in Los Angles and Orange County Courts, Brown Dahan provides legal representation services on all matters of family law. They create personable relationships with their clients to provide excellent support through difficult times.
Generating More Local Leads With Only One Office Address
Brown Dahan’s law practice is located in Irvine, a city of about 300,000 people. To continue growing, the firm needed to be able to reach new clients throughout Orange county, beyond their location’s physical address.
Before reaching out to Pronto, they had been running a few Google Ads campaigns already, but they didn’t have time to continue adding new campaigns to expand their Total Addressable Market (TAM).
Creating new campaigns, adverts and landing pages for new locations and services would require a significant amount of research and testing. Knowing that they also needed to spend the overall budget across 10 different locations, and make alterations based on performance, they enlisted Pronto’s help to manage their Adwords campaigns.
Managing Google Ads Campaigns to Drive and Capture Qualified Leads
Landing Page Design
With 11 different family practice areas to target across 10 locations, a Pronto Advertising Specialist structured a PPC campaign plan that would increase the law firm’s TAM to an area of 3,000,000 people.
At a high level, we developed a campaign made up of 200 ad groups, targeting Brown Dahan’s brand, services and locations.
From there, the PPC campaign specialist worked with Pronto's website design team to build 18 landing pages to ensure high quality scores and targeted messaging.
Increase in Form Conversions and Calls from Paid Advertising
Paid search efforts were launched in August 2018. Within 3 months, our optimizations had begun to make an impact, evidenced by an increase in leads. At the 6 month mark, the campaign was delivering consistent performance across all the newly introduced markets/(TAMS).
Despite the uncertain nature of 2020 given the COVID 19 crisis, the firm has continued to go from strength to strength on the back of Pronto's PPC management.
Key Year over Year (YOY) campaign improvements made between 2019 and 2020 from March to August:
281% increase in Click Through Rate (CTR)
35% decrease in Cost Per Click (CPC)
27% decrease in Cost Per Acquisition (CPA)
These campaign optimizations resulted in 31% more calls from paid advertising as well as:
31% increase in overall conversions (382 leads generated from calls and form submissions)
20% increase in new form submissions (109 leads)
48% increase in conversion rate (Number of clicks to a conversion)
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