Local Law Firm Increases OffIce Visits
Overview
Driving In-Office Legal Visits
A local Illinois law firm was looking to drive potential clients to their office and increase online video views. They partnered with Simpli.fi to utilize Geo-Fencing with Conversion Zone technology along with online targeting capabilities such as Keyword Search Retargeting, Site Retargeting, and the use of third-party injury segments. With a focus on achieving a low Cost Per Action (CPA) and a high Video Completion Rate (VCR) nearing 100%, Simpli.fi and the client worked together to create a comprehensive targeting plan to reach those in the market for legal assistance and maximize conversions to the client’s law office.
Precise Location-Based Targeting
The law firm provided Simpli.fi with a list of local medical facilities and emergency rooms in order to reach individuals who were being seen for recent injuries. With Simpli.fi’s Geo-Fencing solution, the team then built target fences around the exact shape and size of each location to capture users who visited the facilities. Through Simpli.fi’s cross- device matching capability, the campaign served the client’s display, audio, and CTV ads to the captured users across all their device types, including desktop, mobile, tablets, and connected televisions. Users were served ads for up to thirty days following their initial visit to a geo-fenced location. To track physical conversions, the team drew a custom-shaped Conversion Zone around the law firm’s office location. Simpli.fi reported the number of in-office visits from users who were previously shown the client’s ad and counted them as a conversion attributed to the campaign.
Searching For Online Legal Assistance
Aside from targeting potential clients based on their physical location, the local law firm utilized Simpli.fi’s online targeting capabilities to reach users based on their internet behavior. They leveraged Simpli.fi’s Keyword Search Retargeting solution to reach individuals who had searched or engaged with online content related to specific legal terms or phrases, indicating an interest in needing legal assistance. Simpli.fi implemented keywords such as accident law, legal injury, local attorneys, and more. Users who were served the client’s display, audio, and CTV ads and then converted back to the client’s website by either clicking directly on the ad itself or by going to the client’s website at a later time were counted as an online conversion.
Engaging with Clients Through Online Behaviors
The local law firm provided Simpli.fi with third-party audience segments composed of individuals that have likely had a recent personal injury and have shown online behavior indicating involvement in a serious accident that required medical care over the past year. Simpli.fi targeted these users with display, audio, and CTV ads in order to expand the campaign’s reach. Users exposed to the ad were tracked and monitored for conversions back to the client’s website.
Additionally, the advertiser leveraged Simpli.fi’s Site Retargeting capability by creating an audience of users who previously visited the client’s website. This audience was served the client’s ads to drive revisits and track online conversions.
Increased Legal Appointments
Throughout the campaign, Simpli.fi optimized the utilized tactics based on performance. They primarily focused on shifting budget towards the higher performing keywords and domains. Simpli.fi optimized at the individual keyword-level to increase user interactions and ultimately drive more potential clients to the law firm’s website. They delivered ads across websites that resulted in increased clicks and VCR, lowering the overall campaign CPA.
By the end of the campaign Simpli.fi drove 558 potential clients back to the law firm’s office location. Together, visits to both the client’s website and law firm led to an overall Cost Per In-Office Visit of $6.48, 35% below the client’s CPA goal. Additionally, the campaign saw a 0.39% CTR across all ads, 95% higher than the client’s CTR goal, and delivered a 98.29% VCR. The client remains working with Simpli.fi to continue reaching ideal clients in the market for legal assistance and drive office visits.