The Challenge
Kenway Miller, operating in the highly competitive legal space, came to Marketing Signals in 2015 looking to improve their Google Ads performance. With poor conversions and rising click costs, they were struggling to generate new business leads at a sustainable cost. Having previously faced a search engine penalty, the company was heavily reliant on PPC to drive new leads. Knowing this, we were ready to step in and help them turn things around.
Our Approach
Our PPC team conducted a thorough audit, working closely with Kenway Miller to understand their needs. This led to a complete restructuring of the account. We focused on reorganising keywords into more relevant campaigns and ad groups, crafting optimised ad copy, and taking full advantage of all available ad extensions. By highlighting lower-cost, high-performing terms and experimenting with new match types, we helped them achieve better results and make significant progress towards their objectives.
Created New Campaigns
The account we inherited had not been broken down thematically into enough different campaigns. By creating new campaigns we had better control over budget and overall performance.
Compiled New Ad Copy
We compiled new, more compelling ad copy which which focussed on the need for urgent action. Creating this sense of urgency but also a sense of hope for the user immediately inceased the number of conversions.
Expanded Negative Keywords
An all time search query report uncovered dozens of new negative keywords which were duly added to the campaigns. This helped drive up CTR and improved individual quality scores.
Event Tracking
We added a number of tracked events including clicks on the phone number and email address which provided futher insights into which keywords were driving or assisting conversions.
Expanded Ad extensions
We expanded the number of ad extensions being used including call extensions which proved very popular with users that wanted to urgently find out if they had a viable case.
Reduced Form Fields
We reduced the number of fields on the contact form so it just had the key metrics needed to confirm the lead: Name, email and phone number.
The Results
By putting these changes into action, we saw improvements straight away. Click costs were quickly brought under control, and we achieved a CPA that was 45% lower compared to the previous month. As we worked closely with the client, our optimisation efforts led to stronger click-through rates and higher average quality scores across the account. This allowed the business to scale operations and reinvest the improved revenue into other channels for continued growth, with us supporting them every step of the way.
