RyTech LLC
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Estate  Planning

Pay Per Click Campaign

oVERVIEW

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A local estate planning attorney launched a newly redesigned website, and was concerned about not getting the traffic needed to gain phone calls, emails or form submissions that would turn into legal work from digital efforts. 

CHALLENGES

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Being a well known attorney in the local area can only get you so far in the digital realm. With the increase in third party legal aggregators (NOLO, Legal Match, Just Answer, Avvo) and competition expanding their reach, our client was worried that non-branded conversions wouldn't hit his website. While word of mouth provided a certain level of success thus far, our client was ready to take the next step in expanding their digital footprint and practice by hiring additional attorneys and a paralegal to assist with a potentially increased workload.

Solutions

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After designing a new, user friendly and SEO optimized website for our client, RyTech suggested a Google and Bing Search PPC Campaign to stay in front of high-intent, non-branded searches in the greater Milwaukee area. 

When creating the Google Ads account, our client stated the importance of being able to control the flow of new intakes, as the attorneys at the firm only had a certain amount of bandwidth and specialized in specific services including general Estate Planning, Probate, Wills & Trusts.

RyTech created campaigns specific to each service area, while also differentiating between Milwaukee, Southeast Wisconsin, Wisconsin as a whole, and people across the United States search for Wisconsin-based Probate services. This allowed us to control budget across service lines, while also keeping a close eye on work that might force our client to travel across the state.​

Results

Conversions

We elicited 106 conversions (phone calls, form submissions, emails) across a 14 month span - averaging 7.5 new leads per month.

Conversion Rate

We achieved a conversion rate of 8.87%, well above industry average.

Cost/Click

We observed an average cost/click for bottom of funnel Estate Planning keywords of $9.58, and an average cost/click for bottom of funnel Probate keywords of $10.58.

Cost/Conversion

We produced an average cost/conversion of $112.59 which meant our client was able to turn a profit when taking into account management fees.
After implementing our Google and Bing PPC Strategies, our client saw a consistent flow of phone call and contact form conversions at a Cost/Conversion that generated a profit, while being able to control capacity for each attorney as time allotted. 

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CHICAGO
231 S LaSalle St Suite 2100, Office 36
Chicago, IL 60604
312.460.2380 

MILWAUKEE
789 North Water Street
Suite 450
Milwaukee, WI 53202
414.395.0657

​HEADQUARTERS
21 South La Grange Road
Suite 200
La Grange, Illinois 60525
630.537.0556

WASHINGTON, D.C.
2461 Eisenhower Avenue
2nd Floor
Alexandria, VA 22314
​
301.458.3022
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© COPYRIGHT 2019. ALL RIGHTS RESERVED.
  • Home
  • Solutions
    • Search
    • Social
    • Design
  • Thought Leadership
    • Blog
    • Case Studies
  • About Us
    • Meet Team RyTech
    • Careers
    • Media
  • Locations
    • Headquarters
    • Milwaukee
    • Chicago
    • Washington D.C.
  • Contact Us