More PPC Leads at a Lower Cost for a Worker’s Comp Lawyer
- Challenge
A worker’s compensation law firm with a single location wanted to generate more leads within a 20-mile radius. Their goals were simple: increase conversions and reduce the high average cost per conversion.
- Our Approach
We reorganized their Google Ads account, building new ad groups to capture untapped search intent:
Question-Based Keywords targeting searches like “how to file workers comp claim” and “what is workers comp.”
Non-Lawyer Keywords targeting phrases such as “car accident at work” or “injured while working.”
Traditional Keywords including “workers comp lawyer near me” to ensure full coverage.
By bidding lower on informational keywords, we drove affordable traffic that converted into phone calls. Combined with traditional “lawyer” keywords, the strategy balanced volume with quality, creating a steady flow of affordable leads.
third quarter
In the third quarter of 2018, their average cost per conversion was $530. By the third quarter in 2019, the client’s average cost per conversion was down to $180 (green line in the graph below). In one year, their conversions (phone calls) increased from four to twenty-six .
Here’s how we did it!
First, we got creative with some of their keywords and organized their ad groups.
We created an ad group explicitly targeting searchers asking Google questions about worker’s compensation. For example, “how to file workers comp claim,” or “what is workers comp.”
Also, we set up another ad group that targeted “non-lawyer” keywords about worker’s compensation – for example, “car accident at work,” or “injured while working.”
By setting up a low bid on these keywords to drive inexpensive traffic to the site, it encouraged people to call the lawyer with their questions. In the chart below, you can see that the “Workers Compensation Questions” and the “Workers Compensation; No Lawyer Words” have the lowest cost per conversion.
While this tactic was successful, we found that there was a lower conversion-to-cost ratio. However, in combination with an ad group for traditional”workers comp lawyer near me” keywords, we were able to increase their conversions and decrease their cost per conversion significantly.
This law firm transformed its ad account into a sustainable lead generator, reducing costs dramatically while bringing in more qualified clients than ever before.
Ready to lower your ad costs and grow your pipeline? Book a free strategy call today.
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- Proof That It Works
Real Results from Real Professionals
These aren’t theories or empty promises; our clients are seeing tangible results.
From financial advisors closing six figures in new assets to attorneys raising their rates and brokers building their own client pipelines, the proof is in the outcomes.
Client Stories
"Went from 2-3 leads per month to 25+ qualified prospects. Closed $180K in new AUM in 60 days."
"Booked solid through tax season before it even started. Raised my rates 40% and still can’t keep up with demand."
"Finally broke free from realtor referrals. Now I have my own pipeline of ready-to-buy clients."
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