Ankin Law Drives Year-Over-Year Growth with Simpli.fi
Overview
Capturing Client Attention in a Competitive Space
Law firms today face the challenge of navigating a crowded marketplace while effectively reaching clients in need of their services. Precise targeting and impactful advertising are key to their success. For Ankin Law, that success is built on a foundation of trust. As a multi-year partner, Simpli.fi has worked with Ankin Law to create and execute programmatic campaigns that connect with the right clients at the right time.
After a successful partnership in 2023, Ankin Law sought to deepen its collaboration with Simpli.fi and challenged the team to maintain momentum by expanding reach and strategically growing the current client base. Simpli.fi proposed a year-long programmatic strategy that leveraged both online and offline targeting capabilities to re-engage users and drive new business.
“Simpli.fi has been a valuable partner for Ankin Law as we shift from broadcast to programmatic advertising. The Simpli.fi team was not only able to target an audience based on our desired profile but also match back the campaign’s actions that resulted in conversions. In one of the most competitive markets in the country, it’s refreshing to see a direct line between a campaign and the ROI.”
– Eric Revels, Director of Marketing at Ankin Law
Engaging Prospects Through Online Behaviors
Ankin Law utilized Simpli.fi’s online targeting capabilities to reach potential clients based on their internet behavior. They leveraged Simpli.fi’s Keyword Contextual Search Retargeting to target individuals who had searched for or interacted with online content tied to specific, client-supplied keyword lists. These lists included terms related to competitor law firms and general law-related topics. Users who were served the ads and then revisited Ankin Law’s website by either clicking directly on the ad itself or going to Ankin Law’s website later were counted as an online conversion.
Due to the success of Keyword Contextual Search Retargeting in their campaign, Ankin Law added additional keywords throughout the year to expand their reach to potential new clients. Ankin Law incorporated keywords surrounding local Chicago sports terms and their players, all of who are sponsored by Ankin Law.
Reaching Local Clients
Ankin Law also leveraged Simpli.fi’s Addressable Audience Curation tool to create a custom audience in real-time based on location data and by choosing from more than 3,000+ demographic variables. They narrowed down the audience by focusing on individuals with a specific household income within 300+ specific ZIP codes in the greater Chicago area. Simpli.fi’s Addressable Geo-Fencing solution automatically matched each address to the specific boundaries of the property plat lines and built target zones around each household. Ankin Law then served display and video ads across devices captured within each home.
Additionally, Ankin Law leveraged Simpli.fi’s First-Party CRM Targeting to target their first-party customer data at the household-level. Ankin Law leveraged its customer list by uploading client addresses into Simpli.fi’s UI for targeting and matched the property plat lines at each specific address using the Addressable Geo-Fencing tool. Simpli.fi then served Ankin Law’s ads across all devices within each household.
Connecting with a New Audience of Streamers
After years of advertising with broadcast television, Ankin Law wanted to reach clients who were cutting the cord and ditching their cable providers in order to expand their reach. They incorporated Simpli.fi’s ability to create custom allowlists to reach individuals viewing content across specific streaming providers. With the help of Simpli.fi, Ankin Law served their CTV creative across a curated list of specific Free Ad-Supported Television (FAST) providers. This custom allowlist included providers such as Pluto, Tubi, Samsung TV Plus, Roku, Plex, and more. Simpli.fi then served Ankin Law’s CTV ads to users viewing content through these providers via their streaming TVs in the greater Chicago area.
Retarget and Re-Engage
Ankin Law also tapped into Simpli.fi’s Sequential Messaging capability to follow up with prospective clients who had already been targeted with their CTV and online video creative. Simpli.fi created a retargeting audience and automatically added new devices to this inclusion list after they performed a designated action. Ankin Law then delivered follow-up display ads tailored to users previously exposed to Ankin Law’s creative. This enabled Ankin Law to reinforce messaging, encouraging these potential clients to make an appointment by calling, filling out Ankin Law’s online form, or interacting with their online chat box.
Additionally, Ankin Law deployed Site Retargeting by creating an audience of users who previously visited their website, serving them additional ads to drive return visits and track online conversions.
Measuring Success Year-Over-Year
Throughout the campaign, Simpli.fi consistently worked to optimize the campaign to ensure successful results by removing underperforming keywords, expanding the geographic targeting, shifting the budget to higher-performing tactics, and more. Furthermore, Ankin Law continuously updated its rotation of creatives to keep potential clients engaged with new messaging. Ankin Law highly values the power of creative in driving campaign success and audience engagement. With Simpli.fi’s real-time transparent insights, the team was able to optimize creative performance to ensure every ad resonated with the right audience.
By the end of 2024, Ankin Law delivered over 12 million impressions with Simpli.fi, reaching just over 1.2 million unique individuals. Simpli.fi drove 450 calls, 525 chat box messages, and 78 form fills for Ankin Law, leading to an overall Cost per Conversion Event of $162.61. Compared to their 2023 campaign with Simpli.fi, Ankin Law improved their Cost per Action (CPA) by over 26%, highlighting their year-over-year growth. Ankin Law continues to work with Simpli.fi throughout 2025, increasing their spending by 17.6% to reach new clients and grow their business.