Measuring and Maximizing Your ROI on Paid Search
Ad Web Designs has been tasked to create a detailed Google Ads paid search campaign for the Warner Law Firm, which now specializes in family law and divorce cases. The firm operates across multiple locations: Phoenix, Tucson, New Mexico, Los Angeles (2 offices), and Denver (3 offices).
Campaign Objectives
- Drive high-quality leads for divorce and family law cases.
- Achieve a minimum ROI of 3.75 across all locations.
- Optimize ad spend for high-performing regions while ensuring visibility across all target markets.
Campaign Structure
1. Campaign Types
Each location will have its own campaigns, broken down by practice area:
- Search Campaigns:
Target high-intent keywords such as “best divorce attorney near me” or “affordable divorce lawyer Phoenix.” - Display Campaigns:
Use visual ads to target users researching family law services. - Remarketing Campaigns:
Focus on users who visited the website but did not convert.
Sample Ad Copy
Headline Examples:
- “Top Divorce Lawyers in Phoenix – Free Consultation!”
- “Trusted Family Law Attorneys – Child Custody & More”
Description Examples:
- “Need help with divorce or custody? Call Phoenix’s top-rated attorneys today. Personalized solutions for your case.”
Strategies to Achieve a 3.75+ ROI for Family and Divorce Law Campaigns
1. Precise Keyword Targeting
Focus on Long-Tail Keywords: These keywords tend to have lower competition and capture high-intent users.
Example: “affordable divorce lawyer in Phoenix” vs. “family lawyer.”
Negative Keywords: Eliminate irrelevant traffic (e.g., “free legal advice” or “DIY divorce forms”).
2. Geographic Segmentation
Separate Campaigns by Location: Create individual campaigns for Phoenix, Tucson, New Mexico, Los Angeles, and Denver to target unique audience behaviors and CPC variations.
Budget Allocation: Distribute the budget strategically, prioritizing areas with the highest ROI potential.
3. Custom Ad Copy and Landing Pages
Ad Copy: Tailor ad content to address specific pain points such as custody battles, alimony disputes, or high-asset divorces.
Example: “Facing a tough divorce? Speak to Phoenix’s leading attorneys today!”
Landing Pages: Align each ad group with a landing page tailored to the query and location.
Example: A “child custody lawyer in Tucson” ad leads to a page specific to Tucson-based custody services.
4. High-Quality Lead Conversion Tracking
Comprehensive Tracking: Monitor form submissions, phone calls, live chat inquiries, and consultation bookings.
Dynamic Call Tracking: Use tools like CallRail to track calls dynamically and attribute them to specific ads.
Offline Conversion Tracking: Integrate Google Ads offline tracking to link online leads to retained cases.
5. Bid Strategies and Incremental Testing
Smart Bidding: Leverage Google’s automated bidding strategies to maximize conversions or target ROAS.
Incremental Testing: Experiment with different ad creatives, bid strategies, and landing pages to refine the campaign for optimal performance.
6. Optimize for High-Value Cases
Target High-ROI Family Law Cases: Focus on cases like high-asset divorces and complex custody battles, which have higher potential revenue.
Example: Prioritize “divorce lawyer for high-net-worth clients” over generic family law searches.
7. Remarketing Campaigns
Re-Engage Potential Clients: Use remarketing to target users who visited the site but didn’t convert.
Offers and Testimonials: Include offers such as free consultations or highlight success stories to encourage action.
Incremental Testing for Warner Law Firm – Family and Divorce Law Campaign
Incremental testing involves making small, data-driven adjustments to different aspects of a campaign to measure their impact and optimize performance. Here are some potential incremental testing strategies for this campaign:
1. Ad Copy Testing
Goal: Identify messaging that resonates most with potential clients.
Test Variations:
Value Proposition:
Version A: “Affordable Divorce Attorneys in Phoenix. Call Today for a Free Consultation!”
Version B: “High-Asset Divorce? Protect Your Interests with Expert Legal Counsel.”
Emotional Appeal:
Version A: “Fighting for Custody? Get the Support You Deserve.”
Version B: “We Make Tough Times Easier – Trusted Tucson Divorce Lawyers.”
Metrics to Track: Click-through rate (CTR), conversion rate.
2. Landing Page Layout Testing
Goal: Improve user experience to maximize conversions.
Test Variations:
Call-to-Action Placement:
Version A: “Schedule a Consultation” form at the top of the page.
Version B: “Call Us Today” phone number as a sticky header.
Content Length:
Version A: Detailed explanation of services with testimonials.
Version B: Concise bullet points outlining key benefits and services.
Metrics to Track: Bounce rate, form submission rate, time on page.
3. Keyword Targeting Testing
Goal: Find the most cost-effective and high-performing keywords.
Test Variations:
Generic vs. Long-Tail Keywords:
Generic: “Divorce attorney Phoenix.”
Long-Tail: “Affordable divorce lawyer specializing in custody battles in Phoenix.”
Location-Specific Keywords:
“Tucson divorce lawyer” vs. “Family law attorneys near me Tucson.”
Metrics to Track: Cost per click (CPC), cost per conversion, conversion rate.
4. Bid Strategy Testing
Goal: Identify the optimal bidding approach to maximize ROI.
Test Variations:
Manual CPC Bidding: Adjusting bids based on historical performance.
Target ROAS: Using Google’s smart bidding to achieve a specific return on ad spend.
Metrics to Track: Cost per acquisition (CPA), ROAS, total conversions.
5. Audience Segmentation Testing
Goal: Determine which audience segments provide the best ROI.
Test Variations:
Demographic Targeting:
Age groups (e.g., 25–34 vs. 35–44).
Gender-specific campaigns if applicable.
Custom Intent Audiences:
“People actively searching for divorce attorneys.”
“Individuals looking for family law resources.”
Metrics to Track: Conversion rate, average case value, cost per lead.
6. Device-Specific Campaign Testing
Goal: Optimize campaigns for user devices.
Test Variations:
Mobile-Specific Campaigns: Focus on shorter, click-to-call CTAs.
Desktop Campaigns: Focus on in-depth content and form submissions.
Metrics to Track: Conversion rate by device, cost per lead, bounce rate.
7. Scheduling and Ad Delivery Testing
Goal: Maximize performance by running ads at the best times.
Test Variations:
Dayparting:
Version A: Run ads 24/7.
Version B: Run ads only during business hours (e.g., 8 AM–6 PM).
Weekday Focus:
Version A: Ads run Monday–Friday.
Version B: Ads run all week, including weekends.
Metrics to Track: Conversion rate, CPA during specific hours or days.
8. Remarketing Strategy Testing
Goal: Re-engage users who didn’t convert on the first visit.
Test Variations:
Ad Messaging:
Version A: “Still Need a Divorce Lawyer? Schedule a Free Consultation Now.”
Version B: “Take the First Step to Resolution – Talk to Our Experts Today.”
Audience Timing:
Version A: Retarget users within 24 hours.
Version B: Retarget users within 7 days.
Metrics to Track: Conversion rate, cost per lead.
9. Geographic Bid Adjustments
Goal: Optimize ad spend based on location performance.
Test Variations:
Bid Increases: Increase bids in high-performing areas like Phoenix.
Bid Decreases: Reduce bids in lower-performing areas like New Mexico.
Metrics to Track: ROI by location, cost per lead by location.
Also See SEO for Law Firms
Also See PPC Campaigns for Law Firms
