The initial account build was centred around a 'Legal Requirements' campaign, which encompassed the various types of law that Gault Mitchell’s services cover (e.g. property law, employment law). All faculties were housed under one campaign and then split using ad groups.
Early on, we also made the addition of a call-only campaign. This worked quickly to increase call conversions by removing the friction of a landing page and optimising the conversion journey for high intent searchers.
This structure saw us reach early wins for Gault Mitchell. In our first month of managing the account, we increased their search impression share by 66.3% and decreased their CPA by 29.4%. But why stop there?
Instead of getting complacent, we pushed forward past our initial traffic and leads goals. And leveraging the data collected so far, we took Gault Mitchell’s performance to the next level.
Over time, we have split the account up to contain separate campaigns for each service offering, separated by their more specific disciplines. This has allowed us to create more refined pockets of keywords, whilst also excluding all irrelevant and competitor terms. As the account continued to grow, we made sure to keep a close eye on the trends in the type of searchers reaching our ads. We then made bid adjustments to better reach those high-performing audiences.
The result: a higher number of conversions without needing to increase budget.