I helped a law firm in Auckland get a 5X increase in leads from their Google Ads without increasing their ad spend.
In this post, I’ll explain how I did it and the process behind it.
The Situation Before
Before I started working with them, they were running Google Ads to a very basic page on their website, which just listed out their services and a brief description of each.
There wasn’t even a form or a way to contact them through that page.
Needless to say, the conversion rate was very low, and they were getting next to no leads despite the fact that they were spending over $1000 per month in ad budget.
As you can see from the screenshot above, over the 6 months before I took over, they spend almost $7,000 and got only 46 leads. This meant they were paying $151 per lead.
The Results Of My Google Ads Optimisation
I took over the Law Firm Google Ads account, as well their website and completely restructured the entire campaign.
I remade the campaigns to be highly targeted to specific areas of law, going after high intent keywords that were likely to convert.
I also made landing pages for every area of law, ensuring that visitors would be very likely to convert once they landing on the site.
As a result, they saw a 6X increase in the amount of leads coming in, without increasing their budget:
You can see in this screenshot that since the beginning of 2024, we spent a little over $7,000 (roughly the same as the previous screenshot), but got 297 leads at an average cost of $24 per lead.
Keep in mind that previously they spent the same amount of money and got 46 leads.
This is the kind of result you can expect when your ad campaign is correctly targeted and optimised to target the right people with the right message and give them exactly what they are looking for.
How I Got This Law Firm Results With Google Ads
The very first thing I did was separate out the keywords into ad groups to target specific areas of law.
This allowed me to make ads specific to those keywords, which increase the CTR, because the ads are more relevant. This also helps to increase conversions further down the line.
From there, I made specific landing pages for each area of law that we were advertising.
For these landing pages I wrote out all new content to help “sell” their services to potential clients, explaining why they are better than their competitors.
I also added reviews and reviews from Google (through a feed), photos of the team, a map showing their location, and a contact form to every page.
These answer any questions potential clients may have and help to tip them over the line and “presell” them, as well as address any logistical concerns.
Once these landing pages were done, I made sure to link the relevant ads to the relevant landing pages.
This ensures that anyone searching gets ads and a landing page very specific to their query.
If they are looking for a family lawyer, they will see an ad for “family lawyers”, and get taken to a landing page for family lawyers.
This significantly increases the conversion rate and the chances this person will become a potential client.
As a result, they got a significant increase in leads (6X!) without having to spend a single cent extra on the ads.
Want Similar Results From Your Google Ads?
As a Google Ads Agency in Auckland, I can help you get the maximum ROI from your Google Ads by optimising your campaigns in a similar manner.
Get in contact with me today and I’ll see what I can do to help.
Here’s how I used SEO to help a concreting business go from less than 200 users per month and 7 leads in January 2024 to 889 users and 31 leads in August, just 8 months later.
Proof of Concreter SEO Results
Here is proof that these numbers actually happened.
Here are their numbers as of January 2024, you can see that they only had 189 organic search users, and 7 leads (key events):
Now here is the same graph but from August 2024, showing 1694 organic search users and 52 leads:
Here is the entire graph going all the way back to October 2023 until September 2024, the time of writing this blog post:
Here is the same data again from Google Search Console:
And here is the keyword graph from Semrush showing the total number of keywords they rank for:
The Process
Step 1: Identify Commercial Keywords
The first thing I did was identify all the commercial keywords they wanted to rank for which would drive high intent traffic to the site which would be likely to convert into leads.
These are keywords like “concreters”, “concrete contractors”, “concrete driveways” and more.
Step 2: Make the Money Pages
Then, I set about making “money pages” to target each of these keywords, and optimising all of these pages according to SEO best practice.
This allowed them to rank for all the their commercial-based keywords and get traffic that would convert into leads and jobs for their business.
Step 3: Citations Blast
Once the main pages were built, I did a “citations blast” to get them listed on all the local business directories in their area.
This helps the website to rank on Google local results, in the Map Pack, as well as for local keywords (keywords containing a location).
Ensuring the NAPW for their website is listed across these directories helps Google to identify that this is a real business and increase the chances of ranking in the local results.
Step 4: Building Topical Authority
Once the foundations had been set, I went about posting blogs every month for various related topics to the services they offer.
These include commonly searched questions and other searches such as “how think does driveway concrete need to be?”, “do I need to seal my concrete driveway?” and so on.
By doing this, the site got established as an “authority” on the topic of concrete, and as a result Google ranked the site higher for all keywords relating to that topic.
Are you trying to get more customers for your business with SEO?
As an Auckland SEO agency, we recently helped a plumber in Auckland to go from 0 to 850 organic website visitors per month through SEO and grow his business.
Here’s how we did it.
Proof Of SEO Results
Before I show you how I did it I want to show you some proof this actually happened.
Here are some screenshots from Google Analytics and Google Search Console showing the increase:
You can see that in April 2024, they had 878 users from organic search. All the graphs clearly show that in mid 2023 they were getting next to no traffic at all.
How I Did It: The SEO Process
Here is the plumber SEO process I used to get the website ranking and increase the organic traffic so much in such a short space of time.
Keyword Research
Keyword research is the absolutely critical first step of any SEO campaign.
I starting with identifying primary keywords we wanted to go after, like “Auckland plumber”, “drainage Auckland” and “hot water cylinders”.
I identified all the commercial intent keywords that we likely to get them jobs, and focused all the services pages to optimise for those.
I also identified all the subservices that needed to go under each section. For example, under Drainage, we have things like Stormwater Drainage and Subsoil Drainage.
While these may not be the main keywords, they’re still significant and we needed to make pages on them.
By creating separate pages for these subtopics, you stand a chance at ranking for those keywords, as well as increase your website’s topical relevance, which Google values.
Competitor Research
Through competitor research, you can pinpoint their strengths and weaknesses, turning this knowledge to your benefit.
You can also use your competitors to identify other keywords you may have overlooked, which is exactly what I did here. They are also a goldmine for content ideas, which we will go into later.
Start by identifying your primary competitors. Search for the keywords you plan to target to find the highest ranking rivals.
Then, dig deeper.
Go over their website, specifically their sitemap and their Services pages, and see what content they have.
This will give you an idea of the content and keywords you will need to have on your website also.
After collecting this data, analyse it thoroughly. Learn from your competitors’ successful strategies and consider how to adapt them for your site.
Also pay attention to what they don’t have.
You will find that only some sites have content about a certain subtopic, other sites have other subtopics, but rarely does one site have it all.
This is your opportunity to become that one site and dominate the niche.
Creating Money Pages
Once you’ve got your topics and keywords, and you know what your competitors are doing, the next important step in the SEO process is creating ‘money pages.’
These are the pages on your website that will generate revenue, either directly or indirectly. They’re typically product pages, service pages, or even informative articles that lead to a conversion.
In this case, they were all the services pages for the plumbing business.
Concentrate on developing valuable content for these pages which gets people to want to buy.
Explain the benefits of your service and what you offer, and why you are better than the competition.
Your content should be engaging, informative, and optimised for both search engines and users.
You also want to include as much social proof as possible, whether that’s testimonials, work you’ve done for clients, or other ways to show that people are happy with your services.
Make sure to include a clear call-to-action, prompting visitors to make a purchase or get in contact for more information.
Lastly, optimise your money pages for technical SEO by correctly implementing header tags, meta titles, and URLs that incorporate your target keywords.
Take your time with this stage. Your money pages are the core of your SEO strategy.
SEO Content Strategy
Once your money pages are complete, you want to start posting content about these topics.
This is where the keyword and competitor research will come in handy.
You should already have a large list of topics you can post about for each of your service areas.
This will help to not only drive more traffic to your site as you rank for long tail keywords, but will increase your topical authority and help your money pages rank.
You want to make sure to include internal links from these blogs to the main money pages (make sure they are relevant – so a plumbing blog will link to the plumbing page etc).
Remember to make the content engaging and answer the intent of the keyword you are optimising for.
Don’t just pump out a bunch of random AI content that doesn’t address the intent of the search. This is not a good long term strategy and they likely won’t rank at all, or even get deindexed.
Citations & Directories
Citations, which include your business name, address, and phone number mentioned across the web, are essential for improving local SEO.
Directories are online listings where your business details are categorised. They are sites like Finda, Hotfrog and Yelp.
Both of these will help to establish your brand across the internet and get Google to recognise you as a “real” business rather than just some random website.
This will, in turn, help to increase your rankings and get your Google Business Profile to show up in the local results also.
To harness the benefits of citations and directories, it’s crucial to ensure that your business information is accurate and consistent on all platforms.
Inconsistencies can confuse search engines and potential customers.
Additionally, focus on reputable and relevant directories. Specialised directories, in particular, can help you target your audience more efficiently. Don’t focus so much on volume, as making directory listings on spammy sites will not do you any favours.
Also, don’t overlook the impact of reviews, especially on Google!
Many directories allow customers to leave feedback, which can significantly influence your business’s reputation. Remember, effective SEO isn’t just about visibility; it also builds credibility.
Social Profiles
Your company’s social profiles can be valuable assets in your SEO strategy, driving traffic to your website and enhancing your online presence.
They provide additional platforms for potential customers to discover your offerings, learn more about your products or services, and ultimately navigate to your website.
More importantly, they spread your brand across the internet, further establishing you as a real business.
Including links to your website in your social profiles also aids your SEO. While they won’t directly help you rank, it can help drive traffic from these social platforms which does help.
Ideally, try to keep your social profiles active, as social signals are becoming more important for SEO.
Conclusion
This is the exact process I used to help this plumber rank and get more jobs.
If you want someone to do this for you and help you get more business, book a call with me today!
