Bendles Solicitors are one of the leading legal firms in Cumbria, established over 200 years ago. They have evolved into a flexible and friendly firm, covering all areas of commercial & personal law. Following a recent expansion and new website launch, Bendles were keen to promote themselves through new marketing channels. We embarked on a Facebook paid advertising and Google ads, targeting two specific areas of the business – Employment Law and Family Law.
Facebook paid advertising is a great way to promote a business, and for Bendles in particular, with them being in such a niche field. We started preparing the adverts after speaking with the firm, to get a good understanding of who they were trying to reach. We then created two facebook audiences to specifically target people who are interested in these sectors.
Alongside creating specific audiences, two social campaigns were created with a variety of advert styles; such as a carousel style advert and a single image advert, in order to split test the styles and to see which layout performed the best.
A variety of promotional graphics were created for the campaigns. As this firm is a solicitors, the imagery and text on the adverts needed to have a professional, yet approachable feel to them.
Our aim for the Google Ads was to increase visibility across Cumbria in two key areas; Employment Law & Family Law. Keyword and competitor research was our first step – getting this right was crucial in such a competitive industry. Each campaign was set up with individual ads targeted around the chosen keywords, and set up to point to relevant pages of the site.
We knew competition would be fierce which would result in high cost per click bids, so these were staggered, allocating higher bids to keywords with greater intent. Within Family Law particularly, we included keywords which related to the process rather than the search for a solicitor, the goal being to bring in enquiries for keywords at a lower cost. We knew however that these would need careful ongoing monitoring to ensure relevance.
Conversion tracking was set up so that we could track enquiries from the ads at keyword level. Once their audiences have built up we will be able to run a tailored remarketing campaign, to continue to promote their services to site visitors who have yet to enquire.
Its still very early days in the campaign, and optimisation of search terms, ad rank and impression share are key, but already we are seeing a promising conversion rate on the ads of 7%. This is a great start and we look forward to building upon our relationship with Bendles and improving results over the coming months.
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