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Advertising
PPC Campaign for Niche B2B Legal Services Business
Introduction
A niche B2B legal services provider reached out with an inquiry to promote their business. The company had a simple landing page (built on raw HTML/CSS/JS) to validate their business and saw the potential to evolve by entering new markets. We had to come up with a marketing plan that would be suitable for a limited budget and handle the execution aspect.
Time period: 1 month (ongoing)
Budget: $1500 for a test launch.
Time period: 1 month (ongoing)
Budget: $1500 for a test launch.
Objectives
The goal of the project consisted of 2 parts:
- Revamp the slightly outdated landing page to improve the conversion rate and overall image;
- Try to get sales qualified leads within the budget allocated for a test – $500.
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Geo: Tier 1 countries & Eastern Europe
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Improved CR compared to the previous website
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Get a sustainable cost per lead in the long run
What we did
First of all, before taking on the project, we decided to check Google Keyword Planner for the search volume of basic keywords related to the business. Given the niche nature of the services, we knew the only viable option for paid advertising was Google Search. If there wasn't enough volume to work with, we'd suggest the client maintain their current website and optimize for SEO to capture occasional searches.
Since this case study exists – you guessed it right. The search volume was there, although the numbers were low and there wasn't much audience to work with. With that in mind, we revamped the website and moved it to a CMS to make the implementation of future changes and new pages easy. We implemented the GA4, added basic tracking via GTM, collected the keywords list for 3 languages, and launched.
Given the low search volume, there wasn't a lot of competition either. This allowed us to capture the majority of impressions and keep the costs low. As the negative terms list grew, our costs went even lower. Below, you can see the results of a part of the test launch.
Since this case study exists – you guessed it right. The search volume was there, although the numbers were low and there wasn't much audience to work with. With that in mind, we revamped the website and moved it to a CMS to make the implementation of future changes and new pages easy. We implemented the GA4, added basic tracking via GTM, collected the keywords list for 3 languages, and launched.
Given the low search volume, there wasn't a lot of competition either. This allowed us to capture the majority of impressions and keep the costs low. As the negative terms list grew, our costs went even lower. Below, you can see the results of a part of the test launch.
Results
Test launch results in native account currency
Currency converted to USD for better understanding
At the end of the test campaign in Google Search, we managed to get 11 leads that resulted in 2 sales. Given the high price of the service and a healthy profit margin, even the test launch proved to be successful.
- Ad spend for test <$300;
- Amount of leads – 11;
- Amount of purchases – 2;
- ROAS >50
As a result, the goals were successfully achieved.
However, we need to acknowledge that such an impressive ROAS figure must be attributed largely to the client. The major role was played by the client's specific industry, the relatively low competition in the market, and the performance of the client's sales efforts.
Our team executed a simple marketing campaign, and it's fortunate that all the variables turned out in a favorable manner.
However, we need to acknowledge that such an impressive ROAS figure must be attributed largely to the client. The major role was played by the client's specific industry, the relatively low competition in the market, and the performance of the client's sales efforts.
Our team executed a simple marketing campaign, and it's fortunate that all the variables turned out in a favorable manner.
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