Slashing CPA Boosts Attorney's Local PPC Conversions 111%

Our digital agency bolstered Apolinsky & Associates LLC's paid search efforts on a small ad spend budget, implementing advanced targeting techniques to increase overall PPC campaign efficiencies.

Key Objectives

Drive Qualified Traffic Through Google Ads Campaigns

Beat Out Extremely Tough Competition for Click Share

Increase Overall Campaign Efficiencies to Drive Leads

Acquire New Personal Injury & Negligent Security Cases

The Project Background

Atlanta trial attorney Stephen D. Apolinsky tapped Captivate to help grow his online footprint, and to acquire qualified leads from potential clients who suffered a catastrophic injury.

His firm, Apolinsky & Associates LLC, handles personal injury, wrongful death, and negligent security claims in Georgia and Alabama. As such, he needed a cohesive digital marketing strategy to break through the competitive legal landscape — without breaking the bank advertising on a channel where relevant clicks can cost upwards of $400 each.

That spawned a longstanding relationship between Apolinsky & Associates and Captivate. We leveraged Google Ads PPC advertising amidst SEO, social media, and content marketing to push Apolinsky up the search rankings.

Captivate Project Background

The Project Challenge

When we launched Apolinsky’s PPC advertising program back in 2015, average cost per click presented a huge barrier to entry. In a legal environment — especially one involving high ticket personal injury and wrongful death cases — cost per click rises upwards of $20-30. Targeting a precise, long-tail keyword like “personal injury lawyer Atlanta” meant spending $41 per click on average. Add 3-4 neighboring competitors for even more expensive cost hurdles.

In short, that’s a hefty price tag for results.

Apolinsky’s initial monthly advertising budget of $500 complicated matters further. Although our PPC strategy targeted a hyper-local greater Atlanta market, a low advertising budget made it difficult to tap into different practice area themes. Car and trucking accidents, catastrophic injury cases, and wrongful death all proved expensive.

We had to get creative.

Key Issues

Expensive Keyword Bidding that can Quickly Exhaust Ad Budget

Highly Competitive Digital Marketing Landscape

Low Digital Ad Budget Compared to Larger Firms

Targeting Multiple Practice Areas with Limited Funds

The ROI Focused Solution

After a thorough PPC account audit the Apolinsky Google Ads campaigns were optimized using modified, broad bidding strategies as opposed to traditional best practices using focused methodologies like exact and phrase match.

Our broad match bidding strategy and hyper-targeted ad group structure allowed us to drive clicks at significantly less cost. The key to ensuring success with this strategy required regular PPC account management and exhaustive negative keyword research to prevent ads on unwanted queries.

To further stretch budget efficiency, Captivate launched a display ad campaign that accounted for 10% of the monthly ad budget. Our display campaigns targeted a few selected placements and keywords, utilizing over 13 display ad variations. Clicks from these display network ads cost a mere $0.37 on average, lowering our total cost per acquisition (CPA) of a lead to less than half the cost of search ads.

Captivate Project Bg
Captivate Project Bg
Captivate Project Bg

The Results

Over the span of four years, Captivate introduced new campaigns, ran experiments, and fine-tuned ad copy to overcome AA-Legal’s cost and competitive challenges. With those efforts we were able to achieve several year-over-year milestones.

111%

Increase

Total Conversions

Includes 139% increase in conversion rate account-wide.

14%

Increase

Average CTR

Generated more impressions in consolidated ad targeting.

52%

Decrease

Cost Per Acquisition

Account CPA average a mere $18 per conversion this year.

15%

Increase

Top Impression Share

Gave AA-Legal a competitive advantage to neighboring firms.

136%

Increase

Search Conversions

Provided the greatest individual category increase.

29%

Increase

Click Share

Efforts combined to increase total click share.

More Case Studies

Reputation-Focused PPC Campaign Grows Membership in the Face of Negativity

The Google SERP for NSHSS continually turned up negative results, so we created a PPC campaign to help mitigate naysayers, significantly increasing membership joins.

READ MORE

SEO Program Doubles Media Conversion Company’s Traffic 3 Consecutive Years

Captivate’s Search First® approach and Conversion Optimization efforts helped grow a local small business’ traffic and lead generation on a national scale.

READ MORE

Google Emergency Leads to Years of SEO Growth for Laser Surgery Center

Captivate’s organic SEO strategy leads to long-lasting gains for laser aesthetics practice, helping outrank the competition and boost lead generation.

READ MORE

Multi-Location SEO Strategy Boosts National Organic Traffic 40%

Captivate saved Park ’N Fly‘s website from an SEO disaster, helping the brand establish authority and influence in a highly competitive space.

READ MORE

PPC Account Optimization Grows Google Ad Grants Traffic by 44%

Goodwill of North Georgia needed to strategically spend its grant funds while remaining compliant with Google Ad Grants. We made it happen.

READ MORE

Website & SEO Breathes Life Into a New Eco-Friendly Flooring Brand

Captivate built LIFECORE’s new website from scratch, utilizing Search First® to create a beautifully designed experience with a strong SEO foundation.

READ MORE

New Search First® Website Grows Window Film Depot’s Organic Traffic by 51%

Captivate expands America’s #1 volume window film installation company’s national web presence with an award-winning website redesign and SEO strategy.

READ MORE

Social Media Strategy Bolsters Honor Society’s Online Reputation

Captivate helped foster a diverse social community for NSHSS, creating a social strategy focused on providing member value and boosting engagement.

READ MORE

Georgia’s 2nd Largest Hospital System Sees Social Media Engagement Soar 892%

That’s not a typo. Captivate masterminded Navicent’s employee-driven social media approach, delivering tremendous growth and efficiency.

READ MORE

Paid Social Campaigns See 440% Improvement in Efficient Spending

Captivate’s smart and effective strategies optimized Belgard’s paid search across markets, ensuring the paver manufacturer stands out in a competitive market.

READ MORE

PPC Campaign Optimization Grows Medical Practice’s Conversions 67%

We optimized a leading laser surgical practice’s scattered PPC campaigns, improving their spend efficiencies, while generating leads at a greatly reduced CPA.

READ MORE

Local SEO Program Delivers Nearly 2K Leads for Personal Injury Law Firm

Our digital agency harnessed the power of long-tail keywords to grow Apolinsky & Associate, LLC’s SEO traffic in the massively saturated personal injury attorney market.

READ MORE

National SEO Campaign Boosts Belgard’s Organic Search Traffic by 72%

Captivate’s SEO strategy increases Belgard’s rankings across organic and local Google search, helping the company successfully target and convert their ideal customer.

READ MORE

SEO Strategy Shifts Brand Reputation, Increases New Memberships by 124%

Our digital agency delivered a content-focused SEO strategy to enhance the online reputation and authority of NSHSS and provide more value to its membership base.

READ MORE

Paid Search Account Optimization Increases Unique Conversions By 113%

In a highly competitive market, Captivate helped Current Pixel optimize their PPC campaign, decreasing cost-per-click while kickstarting growth.

READ MORE