Legal needed an agency with the commercial skills required to understand the legal industry.  One PPC was appointed following an audit which specifically recommended the ways to achieve far-reaching improvements in ROI. 

We expanded the keyword list and then reorganised the account structure to focus more on on the expatriate audience to ensure budget was spent on the target market. We consolidated to one campaign per global continent, with a generic campaign targeting a wider audience. Next, we organised the ad groups into more specific themes to match relevant ads and landing pages.

This improvement gave rise to a sizeable increase in the quality score which substantially reduced the cost per click, hence reducing advertising costs. Having a higher quality score also led to more impressions by winning more auctions.

We tested a range of bidding strategies including using our own private in-housing bidding script with rules for achieving an average cost per lead (CPA). We also set up automated bidding using the target CPA for some campaigns.

Google Tag Manager:
We set up tagging to record leads as conversions from form submissions, email and phone link click conversions using Google Tag Manager. Along with a  range of tags for Google Ads and Google Analytics.