עברית
The challenge:
The challenge: a lawyer felt that his Google Ads lead campaign was not delivering value for the investment. It generated enquiries, but their relevance was low and the cost per lead was high. We found broad-match targeting that triggered ads for many queries unrelated to his specific legal services. The recorded starting point was an average cost of ILS 150 per lead, approximately 12 leads a month and around 20% relevant enquiries.
The approach:
We reviewed the previous campaign data to identify keywords generating conversions at lower cost. Following this analysis, we narrowed the campaign to 10 focused terms with stronger potential to attract relevant enquiries.
The results:
After introducing the refined keyword list, the case study recorded these changes over a short period:
- Lower cost per lead: Average cost per lead fell from ILS 150 to ILS 10 on average, a reduction of approximately 93.3%. The accompanying chart shows the recorded change over time.
- Improved lead relevance: The share of relevant leads increased from 20% to 65%.
- An increase inROI (return on investment): The case study attributes an increase in campaign ROI of approximately 400%.
Increasing the budget and volume of relevant leads: After the revised campaign showed relevant enquiries at lower cost, the budget was increased by 100%, in increments of up to 20% every 10 days. The case study records more relevant enquiries while maintaining a low cost per lead and a high conversion rate.
Conclusions:
This case study highlights the importance of reviewing keyword relevance in search campaigns. In this campaign, research and a more focused keyword list reduced costs and improved enquiry quality.
