Gruber Law Offices is in an extremely competitive industry (personal injury law). Not only is it competitive, but it’s also extremely expensive compared to other industries. Cost per click in Wisconsin for a personal injury lawyer can range anywhere from $50-$200 depending on the keyword.
With their previous PPC vendor, there was no transparency with what happened with their spend. No cost per case, no cost per lead, just cost per click which made ROI on PPC next to impossible. The agency also combined their brand reporting with non-brand reporting, which is an extremely inefficient way of analyzing a PPC campaign.
The first step before spending another dollar was to solve their analytics problems. This included integrating AdWords and Bing Ads with their Google Analytics, adding conversion tracking when a visitor fills out a form or chats with a representative and adding dynamic call tracking to their website. To take it a step further we used Zapier to integrate their client data with their conversion tracking, thus getting an accurate cost per client.
Now that their analytics were set up, we were able to create specific landing pages for individual practice areas and target long-tail keywords using our methodology of PPC management for personal injury lawyers. Our PPC management has continued to lower cost per case and increase overall clients signed up per month.