The results
179%
Increase In Conversions
112%
Decrease In Average Cost Per Conversion
63%
Decrease In Cost Per Click
Sher Lawyers are Criminal Law Specialists in Melbourne, Victoria. They focus solely on criminal defence cases. As dedicated criminal law experts, they provide their clients with the best advice and representation regarding their matters. They have years of experience in all areas of criminal law and are highly skilled in mitigation.
Increase client list and brand awareness. Sher Crminal Lawyers’ aim is to attract people who have been charged with a criminal offence. Amongst their numerous legal defence services, there was a challenge to focus on receiving leads, particularly for drink and drug driving, assault offence, sex offence and fraud cases. Being an extremely competitive market, it was important to ensure the cost per conversion is low whilst receiving a high volume of qualified leads.
Three main issues were identified include insufficient lead generation through Google Ads, a high average cost per conversion and a fiercely competitive market. In addition, there was the added challenge of complying with Google's advertising policy due to the sensitive nature of the services being advertised and the corresponding keywords.
A comprehensive competitor analysis was undertaken to understand the key opportunities in the market. This helped to build detailed targeting from the onset of the campaign and ads that spoke to the target audiences.
With this deep brand, competition, audience and market understanding; Gravitate Digital created aligned, CPC Google ad campaigns. These targeted campaigns allowed Sher Lawyers to specifically target anyone who has committed a criminal offence in Melbourne. Throughout the campaign, Gravitate Digital refined the ads and audiences, optimising for conversions and driving a high volume of leads.
To ensure specific targeting, we created individual campaigns for each service and location. For instance, if we aimed to reach people seeking a drink driving offence lawyer in Moorabbin, Melbourne, we designed a distinct ad to display to individuals in Moorabbin searching for such services.
Comparing July 2021 results (before GRAVITATE Digital) with January 2023 results, our efforts led to an impressive 112% decrease in the average cost per conversion, 179% increase in conversions and a 63% decrease in Cost Per Click.
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