Google Ads: Competitor Versus Generic Campaigns

The Challenge

Edwards Michael Powell required digital marketing to provide the firm with a steady flow of file openings at an acceptable ROI.  As a litigation firm, they needed to compete with a significant number of other firms aggressively promoting themselves using a combination of digital marketing and traditional channels. A number of these competitors were very large firms with significant marketing budgets and resources.

Solution

A multi-channel strategy was employed for Edwards Michael Powell including:

• SEO
• Google Ads
• Content Development
• Website re-launch

The Result

The strongest ROI delivered on this campaign was via the Google Ads campaign targeting competitor brand terms. One of the advantages of competing in an industry where competitors are generating significant search volume for their own brands is that a nimble firm can target these brand searches with ads that clearly show the benefits potential clients would gain by speaking to your firm.

As a specialist and high-quality firm with an impressive track record, our client was able to enjoy significant wins from these competitor campaigns when compared to campaigns run in parallel targeting generic litigation specific terms:

• 71% decrease in cost per conversion
• 202% increase in conversion rate
• 41% decrease in cost per click