Case Study: Marketing Strategy Yields $9.44M in Revenue with a Stellar 1,715% ROI for Law Firm

Client Overview

A well-established law firm sought to optimize their digital marketing efforts to increase the number of high-value inbound calls. The firm aimed to attract leads that were worth over $4,000 each, focusing on a 20% closing rate during our 4 year engagement.

Challenge

The primary challenge was to enhance the effectiveness of the firm's Pay-Per-Click (PPC) advertising campaigns to generate more qualified leads while managing costs to maximize return on investment (ROI).

Objectives

Increase the volume of high-value inbound calls via PPC campaigns.
Achieve a consistent closing rate of 20% on these leads.
Optimize ad spending to maximize ROI.

Strategy

The strategy integrated targeted content marketing with refined PPC campaigns:

PPC Campaign Optimization:

Refined keyword targeting to focus on terms that attract high-value clients.
Optimized ad copy and landing pages to improve the click-through rate (CTR) and reduce the average cost-per-click (CPC).
Implemented geo-targeting to focus on demographics most likely to require high-value legal services.

Content Marketing Integration:

Developed authoritative content tailored to address the specific legal needs and concerns of the target audience, enhancing the firm's credibility and attracting more qualified leads.
Utilized content to support PPC landing pages, improving quality scores and ad rankings which in turn reduced the CPC.

Performance Analysis and Adjustment:

Continuously monitored campaign performance to assess both the quantity and quality of inbound leads.
Adjusted PPC strategies in real-time based on performance data to optimize spending and improve lead quality.

Results

From the campaign data:

Inbound Calls: Generated 11.8K calls with an ad spend of $520K over the period.
Average CPC: Managed to maintain a competitive CPC of $5.97 in a high-stakes legal market.
Click-Through Rate (CTR): Achieved a CTR of 2.85%, indicating high relevance and engagement of the ads.

Financial Analysis:

Lead Value and Revenue Generated:

Each call was valued at approximately $4,000.
With 11,800 calls, the potential total value of leads generated was $47.2 million.
Assuming a 20% closing rate, the firm closed deals worth approximately $9.44 million.

ROI Calculation:

Total Ad Spend: $520,000
Revenue from Closed Leads: $9.44 million
ROI: [(($9.44 million - $520,000) / $520,000) * 100] = 1,715%

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