As a skilled digital marketer with a focus on paid media and Google Ads, I’ve consistently demonstrated my ability to create high performing campaigns that deliver strong results. One recent example is a campaign I managed for a legal firm that achieved a conversion rate of 17.76%, which is more than 10% higher than the industry average in the legal sector according to Wordstream.
In an industry as competitive as law, achieving such a high conversion rate requires not only strategic ad creation but also precise targeting and data-driven optimizations. Below, I’ll walk you through the results of this campaign and explain how key metrics demonstrate my expertise in paid media and my ability to drive success for my clients.
The campaign results for this legal firm highlight my ability to generate quality leads while maximizing ad spend. The cost per conversion (ZAR 37.21) reflects the efficiency of the campaign in turning clicks into leads. This metric is crucial because it shows the actual cost of acquiring a customer or lead through the ad efforts, and in this case, it demonstrates that the ads are reaching the right audience at the best possible cost.
Meanwhile, the cost per click (ZAR 6.61) provides insight into the quality of the ads themselves. A lower cost per click (CPC) suggests that the ads are highly relevant to the audience, as they are getting significant attention without requiring an excessive spend. High ad quality and relevance result in more clicks for less money, which is key to maintaining a sustainable and successful campaign.
The fact that this campaign had a conversion rate of 17.76%, which is significantly above the legal industry standard, demonstrates that I’ve effectively hit the intended market. This shows that not only are the ads performing well, but the people clicking on them are the right people. They are landing on the site, engaging with the content, and taking action, leading to higher conversions.
Another crucial metric to consider is the “search lost IS (budget)” at 54.13%. This indicates how much potential business was lost due to budget constraints. While budgets are always limited, this metric is useful for identifying missed opportunities. If the client were looking to increase their workload or income, raising the budget would allow them to capture more business in the available search space. However, in this case, the client is satisfied with the current lead rate and chooses to maintain their budget as is. This kind of data-driven decision-making ensures that we’re not overspending unnecessarily while also understanding the potential for growth if the client desires it.
What makes me particularly effective in managing campaigns like this is my ability to interpret data and make informed decisions. Rather than simply increasing ad spend, I analyze whether it’s truly worth it based on factors like search lost due to budget and ad space share. In some cases, if a client already controls 80% of the ad space in their sector, increasing spend may not be the most efficient choice. In this specific instance, however, raising the budget could yield positive results, provided the law firm has the capacity for more work or wants to boost revenue.
This strong ability to interpret and apply data is what makes me successful in managing paid media campaigns. I’m able to optimise performance, ensure that businesses get the best return on their investment, and tailor strategies to meet their unique goals all while maintaining budget efficiency.