Case Study — Veterans Law Group

Audit

Our team dove into the PPC campaigns to...

• Understand why there was so much irrelevant traffic and leads coming through
• Look at the audience targeting strategy and if it matched the personas and ICP
• Leverage campaigns that were driving the right kind of users and qualified leads

Strategy

With a solid understanding based on the audit we created a plan to...

• Remove unnecessary campaigns and ad groups that were cannibalizing keywords and competing with other campaigns/ad groups
• Build topic-based campaigns around personas that were scalable and had proven results
• Reach users further down-funnel who were ready to move forward, while nurturing users who would eventually become qualified to move forward

Optimization

The new campaign restructuring and focus enabled us to...

• Target users based on high-intent keywords and in-market audiences
• Engage those users with messaging that was better aligned with their immediate needs
• Drive leads that were further down the funnel and ready to consult with our client