Is your Personal Injury Law Firm struggling to produce cases at a reasonable cost per case?

Anyone who deals with law firm marketing, understands the most important marketing metric is CaC (customer acquisition cost).  In this case, it is “case acquisition cost”.

While law firms might have some interest in cost per lead (CPL), the reality is, that lead quality with any marketing campaign can vary, and with Personal Injury in particular, generating calls from qualified people can really be a challenge.

Some of the discoveries we’ve made over the years in managing millions in ad spend for law firms.

1> Be careful with smart bidding

Unfortunately, smart bidding tools, algorithms, and systems are far from perfect. In fact, we’ll go as far as to say that sometimes, those algorithms will generate an excessive amount of low quality traffic, leading to wasteful phone calls and other irrelevant activity that just clogs up your intake department.

The Solution:

Carefully test smart bidding against manual CPC. We still utilize manual CPC within some client campaigns, particularly in markets where lead quality is an issue overall. Also, aggressively add negative keywords to minimize lower quality and irrelevant clicks.

2> Lean into Exact Match & Phrase Match

Rely heavily on phrase and exact match, rather than broad match. Excessive reliance on broad match can yield lower quality traffic.

3> Target “Low Funnel” Searchers

What is someone going to type in after they just got into a car accident? Sometimes the best keywords are pretty obvious. Don’t try to target too many semi related keywords that will suck up your budget. Stick to high intent phrases.

4> Ad Optimization

Test multiple RSA ads in each ad group, and focus on aspects of your value proposition that might be attractive to someone researching law firms. Brag about case amounts won, awards received, AVVO rankings, and other accomplishments. Adding wording related to contingency “Only Pay If You Win”, is also effective. ABT – Always Be Testing!

5> Call Only Ads

This is one of the secret sauces of local service company PPC. Test Call Only Ads. The CPC’s can be very expensive however the conversion rates and lead quality often offset the higher cost.

Contact Us For A Free Audit

If your law firm is consistently paying more than $4000 per case for signed cases, chances are there are multiple areas of improvement available in your campaigns. Contact Us For A Free Audit of your campaigns and we will show you areas that can be improved through proactive PPC management services for your law firm.