Until recently, Howe Law found it challenging to acquire new clients through traditional digital advertising methods.
The firm had an appealing website full of informative blogs and positive client testimonials, but it couldn’t crack the code to generate leads through online avenues. With a limited monthly advertising budget, its high cost-per-acquisition (CPA) rate was becoming unsustainable.
To find out where it was making mistakes, Howe Law partnered with Accelerate Marketing. It aimed to acquire more customers through lead generation tools without breaking the bank. The partnership was a success, and Howe Law has since seen a 1,300% return on its initial investment.
Uncovering Hidden Opportunities: Google Local Services Ads
What was the secret sauce that delivered such a high ROI?
Instead of relying on standard SEO tools, such as including specific location-targeted keywords in articles and landing posts, Accelerate Marketing chose a different path: It utilized Google Local Services Ads to generate more — and better — leads.
Google Local Services Ads is a relatively new tool businesses can use to improve local acquisitions. Though the service has been around for a few years, many marketing firms overlook it in favor of more traditional advertising methods. However, with features like Google screened for lawyers, doing so is a mistake, as you can see from the case of Howe Law.
Why Google Local Services Ads Were So Effective for Howe Law
To understand why Local Services Ads are effective, you need a basic understanding of how the service works.
Begin by setting up a basic profile directly with the Google Local Services Ads platform. Include general information about your business, including the locations it serves, your industry, any certifications you have, and your opening hours.
Next, you’ll set an advertising budget. Accelerate Marketing collaborated with Howe Law to understand its challenges and determine how much it was willing to spend to bring in quality local leads who needed its services.
Using the budget amount, Accelerate Marketing established the amount Howe Law was willing to pay for each lead that resulted in actual business.
Every time a potential client performed a search for legal services in the area, Howe Law would appear at the top of the results. If a client took further action with the law firm, such as scheduling a consultation or appointment, Google would charge a fee for its services.
One of the great things about Google Local Services Ads is that it doesn’t charge fees if the prospective client doesn’t take action on the search results. Companies pay only for actual leads, not clicks on their websites that don’t result in new business.
Over time, Howe Law grew its presence with Google Local Services Ads. Its Alpharetta, GA, location boasts 467 reviews with an average rating of 4.9 stars, while the Nashville, TN, office follows with 308 reviews and an impressive 5.0-star rating.
The Final Results Come In
With the help of Accelerate Marketing, Howe Law was able to see results from the new campaign in just 60 days.
Along with the Google Local Services ad campaign, Accelerate Marketing took other actions to improve customer acquisitions. It generated a system to track every new lead. It also identified gaps in the phone-routing process that connected customers to legal receptionists.
Improved communication between potential clients and Howe Law meant more leads came in for consultations. Prospective clients who came in for appointments saw how experienced and knowledgeable the team at Howe Law is, and many signed up for its services.
Using Google Local Services Ads increased the number of customer consultations by 300 and led to 30 actual cases each month, on average.
Says Ryan Steinolfson, the CEO of Accelerate Marketing, “We use Local Services Ads because it generates new jobs, cases, and new business for clients for about half the cost of PPC [pay-per-click]. Local Services Ads levels the playing field. It rewards businesses that deserve to be at the top.”
Improve Your Business Leads with Accelerate Marketing
Accelerate Marketing helps businesses revamp their digital marketing strategies and realize more leads. Using a combination of advertising techniques, we cultivate unique propositions for each of our clients. Learn more about our approach when you contact us today.
