This document summarizes how one law firm quadrupled their conversions over 9 months through paid search optimization. The firm's previous site was not branded consistently and paid search did not work. The account was structured with tailored ads, location extensions, and demographic targeting. Landing pages were optimized for mobile, calls-to-action, and removal of distractions. These efforts led to conversions increasing from 70 to 280 per month, costs averaging $185 per conversion versus the $200 goal, a 2% increase in conversion rate, and monthly spend rising from $18k to $55k. The client was pleased with the large increase in qualified leads.

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Thriving In The Legal
Industry: How One Firm
Quadrupled Conversions
Over The Course Of 9
Months
Matt Umbro
Senior Account Manager,
Community at Hanapin
Marketing
@Matt_Umbro

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Who Am I?
 PPC Hero blogger
 PPCChat founder
 Speaker
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Today’s Agenda
 Client background
 Account setup and strategy
 Conversion rate optimization (CRO)
 Results
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Client Background
@Matt_Umbro

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Client Background
 Site was subset of firm – which did
not include the same branding
 Previously tried paid search, but
didn’t work
 Wasn’t receiving traffic from other
sources
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Negatives

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Positives

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With all that in mind, we set a
cost-per-conversion goal of…
$200

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Account Setup And
Strategy
@Matt_Umbro

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Account Structure

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Ads

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Extensions

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Extensions

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Extensions

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Demographics For Search
Ads

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Demographics For Search
Ads

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Demographics For Search
Ads

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Conversion Rate
Optimization (CRO)
@Matt_Umbro

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Landing Pages

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Conversion Rate Optimization

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Conversion Rate Optimization
 Mobile layouts
 CTA buttons & messaging
 Number of bullet points
 Image placement
 Removal of search functionality

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Results
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Results
0
50
100
150
200
250
300
350
$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
Cost vs. Conversions
Cost Conversions

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Results
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
Cost vs. Cost Per Conversion
Cost Cost per Conversion

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Over The Course Of 9
Months:
 Conversions increased from 70 per month
to 280
 Monthly cost per conversion averaged
about $185, $15 below goal
 Conversion rate increased by 2
percentage points
 Monthly spend went from just under $18K
to $55K

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Results
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Clicks vs. CTR
Clicks CTR

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“Our intake team is having
trouble following up with
everyone because so many
leads are coming in.”
-Actual client quote

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Thank you!
Matt Umbro
matt.umbro@hanapinmarketing.co
m
@Matt_Umbro