$10.49
cost per conversion, against $37 under the previous agency
Betz & Baril is a law firm in Knoxville, Tennessee, and it needed a consistent stream of qualified people to represent. The obstacle was price. Cost per click in the legal category averages around $6.00, which makes cost effective lead generation genuinely hard, and without an optimized ad strategy or strong organic visibility the firm's spend was inefficient and the cases were going to whoever ranked first. The firm also wanted to be known as itself, an authentic local practice, to an audience that had never heard the name.
We ran paid and organic together rather than as separate budgets. On Google Ads we refined keyword targeting, bid strategy and ad creative so the ads reached high intent users at a lower cost. On SEO we did on page optimization, local SEO and site speed work to build organic visibility and credibility alongside the paid traffic. A single Facebook page likes campaign introduced the firm to the community with its own voice. Ongoing testing and monitoring kept the highest performing ads funded.
Source: BusySeed Client Success Stats deck, updated January 28, 2021.
78% lower
248% higher
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