Wilson Browne COVID Case Study
See how we helped the East Midlands based solicitors
See how our Google Ads Management led to a 48% increase in new leads and a 25% reduction in cost per lead
Wilson Browne is a law firm covering the entire East Midlands with a range of both business and personal legal services.
A partnership between Wilson Browne and Key Principles began in April 2020, just as the world was heading into the COVID-19 pandemic which has led to disastrous effects for many businesses.
Challenge
The Marketing team at Wilson Browne understood how important PPC activities are to their integrated marketing approach and were keen to develop their existing campaigns and increase the volume of leads through a new partnership with Key Principles. Wilson Browne Solicitors has used Google Ads strategically for some time: to augment organic search where competition or location posed barriers to sufficiently prominent organic search results; and as a tactical element where an increase in visibility and demand was required quickly.
What Wilson Browne were clear on, was the need to have a strategic partner – not just another PPC provider.
The objective of increasing the volume of leads was certainly challenging while online behaviour was changing around the world.
Solution
Working closely with the Marketing team at Wilson Browne, Key Principles developed an understanding of each of the legal teams’ priorities and made slight as well as significant adjustments based on the performance and data within the existing PPC campaigns.
The firm had previously seen cost per conversion escalate, often to the point where it made PPC completely uneconomic, so it was crucial that any campaign was mindful of not just cost per click but cost per conversion and how that correlated to actual profit/ROI.
Monitoring and testing at each stage was critical to ensure the success of any adjustments based on very uncertain audience behaviour as the pandemic forced people to stay indoors.
With the implementation of accurate tracking through Google Tag Manager, Key Principles were able to monitor the full user journey throughout the website and recommend the use of Google Remarketing and Facebook Retargeting to further develop the PPC activities and increase the volume of leads.
Results
Results are based on data from 1st April 2020 to 1st November 2020 compared to the same period in 2019.
54%
Increase In Click Through Rate
48%
Increase In New Leads
25%
Reduction In Cost Per Lead
Conclusion
Working with Wilson Browne through the recent months shows that even in a pandemic Key Principles can drive growth for law firms. Costs have been driven down, and conversions have increased. By working with clients as a strategic partner and “not just another PPC provider” Key Principles has been able to clearly demonstrate their value.
Key Principles have clearly proved their worth and added value: they truly are a delight to work with. Having had some less than positive experiences of other PPC agencies, Key Principles have shown that not all agencies are the same – they understand that PPC shouldn’t be a bottomless pit into which we throw money.
In short, they get it…they know that we need to see more than impressions and clicks – we want new business.
– Wayne Jenkins, Business Development & Marketing Director, Wilson Browne
Want Results Like These?
If you are looking for great results like these from your digital marketing efforts then take the first step now by booking your 30 minute strategy session.
The session will include a review of your current position, business objectives and marketing activities with a marketing strategy specialist, unlocking new insights and actionable ideas.
Following this call you will receive recommendations on marketing activities that will help you achieve your business objectives.