𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲:
The legal sector is fraught with challenges, especially when handling mass tort cases involving highly specific targets. The case centered on chemical exposure at a military facility, requiring specialized Google Ads targeting to place the law firm directly in the line of sight of this niche group.
𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀:
+ Accurate targeting of impacted individuals.
+ Maximize CTR for niche audience engagement.
+ Facilitate high-value conversions.
+ Attain x7.5 profit on ad spend as the ROI target.
𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆:
+ 𝗡𝗶𝗰𝗵𝗲 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Focused on specialized terms related to water contamination and mass tort litigation.
+ 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Developed audience profiles targeting those directly impacted by the contamination.
+ 𝗖𝘂𝘀𝘁𝗼𝗺 𝗔𝗱 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Created ads that communicated both the urgency and potential for legal recourse.
+ 𝗚𝗲𝗼-𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: Implemented Google Ads’ geo-targeting to focus on Jacksonville, NC, and surrounding areas.
+ 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴: Identified and tracked key conversion actions, such as form submissions or phone consultations.
+ 𝗢𝗻𝗴𝗼𝗶𝗻𝗴 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Adjusted campaigns based on real-time metrics to optimize ROI.
𝗥𝗲𝘀𝘂𝗹𝘁𝘀:
+ 𝗔𝗱 𝗦𝗽𝗲𝗻𝗱: $1.8M in Google Ads investment.
+ 𝗣𝗿𝗼𝗳𝗶𝘁 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝗿: Attained x7.5 profit, outpacing typical legal sector ROI.
+ 𝗧𝗮𝗿𝗴𝗲𝘁 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Successfully reached the specific audience affected by the contamination issue.
𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻:
A sharp Google Ads strategy resulted in a ROI that exceeded expectations, securing a x7.5 profit from an initial ad spend of $1.8 million. The case demonstrates the effectiveness of specialized Google Ads campaigns in the legal sector, particularly in the challenging arena of mass tort litigation.
