McKie Legal boost their lead generation activities via PPC

When a client gets too many quality leads to handle, then we know we must be doing something right.

McKie Legal is a firm of solicitors that specialise in all areas of personal injury, clinical negligence and housing disputes across the UK. They had never used PPC techniques before wanted to partner with a PPC agency who could help them to generate high quality leads for new high-value clients in some specialist areas of the firm.

OUR APPROACH WAS TO FOCUS INITIAL CAMPAIGNS ON THE NICHE AREA OF DENTAL NEGLIGENCE

This was a brand new account with no history of previous PPC campaigns. This meant we had no historical data to draw upon to help us predict how our work could improve the client’s lead generation activity. The client asked us to start with Dental Negligence.

We started with a deep dive into keywords surrounding terms and phrases used around dental negligence. We were aware that the phrase ‘dental negligence’ was the language of the the legal profession, not the language of the potential client. Individuals looking for legal advice following an unhappy dental experience would use phrases such as “dentist has ruined my teeth” or, “how do I claim from my dentist?” So we had ensure that the voice of the client was a key part of the campaigns.

AN AGGRESSIVE, CLICK FOCUSED BIDDING STRATEGY WAS THE KEY TO INCREASING THE VOLUME OF TOTAL TRAFFIC AND THE VOLUME OF LEADS

During that first month the campaign struggled to gain the traction we hoped for. We were following a tight Manual CPC bidding strategy to minimise costs while maximising reach. However, we over estimated the conversion rate from the available traffic and only saw a handful leads coming through. So we broadened our approach and amended the bidding to a more aggressive, click focused bidding strategy (Maximise Clicks) in order to increase the total traffic and subsequently the volume of leads.

WE HAD TO ENSURE THE VOLUME OF LEADS GENERATED WAS MANAGEABLE FOR THE CLIENT

Once we tweaked our strategy, we quickly saw the results we wanted. Generating leads for professional services are very different to generating volume sales from an e-commerce website. One of the most important differences is that the client must have the capacity to follow up the leads and take on new client work.

The campaign was generating leads consistently and so the next phase was to keep in contact with the client to keep a close eye on the flow flow and quantity of leads as well as continually optimising the account to keep the cost per lead at a manageable level.

MCKIE LEGAL REACHED THEIR FULL CAPACITY FOR NEW BUSINESS LEADS WITHIN 8 MONTHS

We worked on McKie’s lead generation for 8 months, during which time the campaign generated over 50 quality leads at a cost of just £58 per lead. (The average professional service cost per lead using other marketing methods is around £175 per lead. Source: Hubspot).

The firm reached its new client capacity and has put the campaign on hold until they have the capacity for more lead generation activity.