Dolman Law Group PPC Case Study - Attorney Marketing Network

Our client, Dolman Law Group, a personal injury law firm, wanted to grow their caseload by attracting more qualified leads through Google Ads. Facing steep competition from other firms, they struggled with campaigns that didn’t generate strong returns. Attorney Marketing Network stepped in as their dedicated PPC partner to turn these results around through daily management, continuous testing, and strategic improvements.

Challenges During Initial Campaign (First Two Months):

During the initial two months, the campaign encountered several performance challenges, such as:

High Cost Per Click (CPC): The firm’s CPC initially ranged from $190.75 to $269.41, quickly depleting the budget, and limiting ad visibility and reach. With CPC at these levels, achieving the necessary volume of quality leads was challenging.

High Cost Per Click (CPC)

Low Conversion Rate and Phone Calls: Although ads generated clicks, they weren’t converting into inquiries or calls. This low conversion rate indicated the campaign wasn’t connecting with users ready to engage with a personal injury attorney.

Limited Ad Visibility: The campaign had a low search impression share and suffered significant losses in impressions due to budget and rank constraints, meaning the ads weren’t reaching a large portion of potential clients.

Limited Ad Visibility

Solution: The Attorney Marketing Network’s Continuous Improvement Approach

AMN tackled these issues head-on, implementing a series of targeted strategies that evolved as we gained insights from the campaign’s performance:

Day-by-Day CPC Optimization: We monitored the campaign daily, continually adjusting bids to strategically lower CPC without sacrificing ad visibility. Over time, these optimizations led to a consistent, gradual decrease in CPC as we refined the campaign’s structure, keywords, and targeting. Through these ongoing adjustments, we were able to reduce the cost of each click, stretching the client’s budget further each month.
Refining Keyword Strategy for Better Engagement: Focusing on highly specific, high-intent keywords such as “personal injury attorney,” “accident lawyer,” and “workers’ compensation attorney,” we eliminated terms that didn’t convert effectively. This laser-focused approach helped capture a more qualified audience, ensuring that ad spending targeted users with a genuine intent to find personal injury legal services.
Compelling Ad Copy and Calls to Action: We crafted ad copy specifically for individuals looking for legal support after an injury, emphasizing the firm’s dedication to achieving fair outcomes for injury victims. These clear, persuasive messages resonated with potential clients, increasing ad engagement and helping drive down CPC.
Ongoing Bidding Adjustments: The Attorney Marketing Network closely tracked performance data to understand peak search times and adjusted bids accordingly. By focusing the budget on high-engagement days and times, we maximized visibility in competitive moments, further improving search impression share while gradually reducing CPC.
Conversion-Optimized Landing Page: Our team designed a streamlined, mobile-friendly landing page to enhance user experience and conversion rates. This landing page highlighted the firm’s experience with personal injury cases, making it easy for visitors to understand their services and quickly contact the firm.
Comprehensive Conversion Tracking with Google Analytics and CallRail: With conversion tracking in place, we measured both online form submissions and phone calls, providing clear insights into lead quality and ROAS. This data was key to refining our strategy and showcasing the client’s ROI.
Optimized PPC Landing Pages for Higher Conversions: Dolman Law Group, a personal injury law firm, approached us to redesign their landing page with a focus on increasing conversions for their PPC campaigns. The goal was to create a streamlined, user-friendly experience that not only highlighted the firm’s credibility and expertise but also made it easy for potential clients to initiate contact.

Key Elements of the New Design

Clear and Direct Headline: The headline, “Miami Car Accident Attorney,” immediately addresses the page visitor’s needs. This specific geographic and service-related title reassures users that they are in the right place if they need a car accident attorney in Miami.

Dolman Law Group Website Header with Clear and Direct Headline

Lead Capture Form Above the Fold: A prominent, user-friendly lead capture form is placed right at the top. The form encourages users to “Tell Us About Your Accident” with minimal required fields (name, phone, email, accident type, and description), making it quick and easy to complete. This design prioritizes user convenience, reducing friction in the lead generation process.

Tell Us About Your Accident Section

Trust Indicators and Social Proof: The page includes recognizable logos from reputable media outlets, such as Forbes, Inc., and Huffington Post, to build instant credibility. This is further supported by testimonials and client success stories, like a high-value settlement or verdict amounts, which highlight the firm’s proven track record.

Trust Indicators & Social Proof

Educational Content: There are informative sections addressing common client questions, such as filing deadlines for personal injury cases in Florida and unique differentiators of Dolman Law Group. This educational content builds trust by providing value and showcasing the firm’s expertise, positioning it as a knowledgeable authority.
Case Results and Case Studies: Showcasing significant results such as “$6,703,000 Verdict for wrongful death case” and other multi-million dollar outcomes underlines the firm’s ability to deliver substantial results for their clients. This serves as both a credibility booster and a motivator for potential clients seeking a successful law firm.

Case Results

Client Testimonials: A dedicated testimonial section includes reviews that focus on the firm’s customer service and successful outcomes, helping to create an emotional connection with visitors and reassure them of the firm’s reliability.
Meet the Attorneys Section: Featuring the lead attorneys with professional photos and titles provides a personal touch. Users get a sense of who they will be working with, which humanizes the brand and can help establish trust.

Meet Our Attorneys

Why Choose Us? – Value Propositions: A section titled “Why Are We So Successful?” lays out the firm’s core values, such as high-quality case handling, financial resources, and commitment to client care. Each value is backed by an icon for easy scanning, catering to users who quickly want to understand the firm’s strengths.
Secondary Call-to-Action and Contact Form: A secondary contact form is placed near the bottom, reiterating the initial call-to-action and providing another opportunity for users to get in touch. This section reinforces the ease of starting a conversation with the firm, while a prominent call-to-action button encourages visitors to “Book Your Free Consultation or Call Today.”

Secondary Call-to-Action Contact Form

How the Redesign is Increasing Conversions

Improved User Experience: The layout is intuitive and easy to navigate, ensuring that users can find key information quickly. The placement of the lead form and various trust-building elements is designed to minimize barriers to engagement, which encourages visitors to take action.
Enhanced Credibility Through Social Proof: Featuring logos of reputable media outlets, testimonials, and impressive case results fosters trust. For users who may be hesitant, this layer of credibility provides reassurance, helping them feel comfortable reaching out.
Focused Call-to-Actions: The redesigned page uses clear and compelling call-to-actions, such as “Book Your Free Consultation,” guiding visitors toward the primary goal of contacting the firm. The buttons are prominent, making them easy to locate and interact with.
Reduced Friction in Lead Capture: By simplifying the lead form and keeping it above the fold, the redesign removes friction that might prevent users from reaching out. The minimal fields make it quick for users to submit their information, increasing the likelihood of conversion.
Optimized for PPC Traffic: Each section is strategically placed to capture the attention of users arriving via PPC. The concise and relevant messaging, specific location targeting, and clear action points cater to users looking for immediate help, making the page an effective landing spot for paid campaigns.
Visual Appeal and Professional Aesthetic: The modern design, use of professional attorney photos, and consistent color scheme contribute to an aesthetically pleasing and trustworthy first impression. This professional look aligns with the high-stakes nature of personal injury law, which can encourage more visitors to engage.

Dolman Law Group PPC Landing Page Design

Client Testimonials

I began working with Attorney Marketing Network last year and since then my online presence has grown significantly. I chose them over several competitors because they are professional, knowledgeable and responsive to my requests. There are other SEO companies out there selling “snake oil” but I found that they do not possess the requisite skills and expertise to compete in the ultra-competitive legal market. I am a satisfied client and would recommend Attorney Marketing Network without hesitation.

Lloyd Lee

I hired AMN to handle the SEO marketing for our firm. The AMN representatives met with me personally to ascertain my goals and needs. Shortly after, and due to their efforts, the phone started to ring. Since then, any concerns we’ve had at the firm with respect to our site and its optimization have been efficiently and effectively handled.

Brian Bayati

The Attorney Marketing Network has been instrumental in driving traffic to my website and generating business for my practice. They closely monitor all website activity and are constantly looking for ways to improve marketing endeavors by providing well thought out suggestions. I value their level of professionalism – associates are both attentive and fast-moving on all matters, keeping my business at the forefront.

Howard Kornberg

If you want more clients coming through your door, hire Attorney Marketing Network!

Nadia VonMadenko

Attorney Marketing Network delivers results… and fast! They are by far the best internet marketing company we have interacted with. It is a pleasure working with their team –dedicated, responsive and incredibly knowledgeable. Nothing is too much trouble – they have successfully helped us with every aspect of our online presence from web design to getting us on page 1 of Google to social media and so much more. Combine this with a level of professionalism that all companies should aspire to. A special thank you to Anthony, Dave and Suzanne – we are so grateful for all of your hard work and continued dedication to seeing our company grow! Thank you, thank you!!

Jessica Anvar – Shainfeld & Anvar

Feel like a family. It’s as if everyone really cares about your success and its not nust about the money.

Charles A

I have been with Attorney Marketing Network for a number of years. They have worked very hard to make me more “findable” on the internet. They have done great by me and I’m very grateful for their efforts. Moreover, they never fail to be prompt and responsive to any concerns that might crop up. They are patient and have done a good job of educating me about the mysteries of the internet, search engine optimization, pay per click, and how they go about being so good at what they do. And they are really, really good at what they do!
Dave and Anthony are not only terrific professionals, they are also wonderful men. I like and respect them (and their entire team). I have come to see this outfit as partners in my business. I’ll be with them as long as I practice law. I recommend Attorney Marketing Network without reservation

Jon Friedman

Your team has given me the career that I always wanted. My website is functioning exactly like you said it would. Thank you.

Kyle P

The best SEO company I have ever worked with. I have had a website for over ten years and the last three Attorney Marketing Network has been in charge of it and it has produced the best ever.

Roy D

Results

Results after the Attorney Marketing Network’s optimization, with our continuous efforts and hands-on management, the personal injury law firm achieved substantial gains over time:

Progressive Drop in Avg. CPC: CPC gradually dropped by 65.69% as our strategic optimizations took effect, allowing the client to reach more prospects within budget. Our day-to-day adjustments meant that each dollar spent worked harder, increasing visibility and engagement while reducing ad costs.

Progressive Drop in Avg. CPC

Dramatic Increase in Clicks: With a steady focus on high-intent keywords and optimal bidding, clicks increased by 228.74%. This growth reflected our ability to reach a larger, more relevant audience, driving more traffic to the firm’s website.

Increase in Clicks

Conversion Rate Improvement Over Time: The conversion rate increased by 60.8%, a testament to the effectiveness of our targeted ad copy, optimized keywords, and user-friendly landing page. More of the ad traffic began converting into meaningful leads for the client, and the number of potential client inquiries rose month by month.
06% Increase in Phone Calls: With CallRail, we tracked and verified a significant increase in call volume—up by 46% over the campaign period—indicating a clear rise in interest from prospective clients and a more efficient ad spend.

Increase in Phone Calls

Improved Search Impression Share: In the initial two months, the campaign’s search impression share was 38.54%, with a high loss of impressions due to rank at 51.13%. Through AMN’s continuous optimizations, the search impression share steadily increased while impression losses from rank steadily decreased. This improvement enabled the firm to capture a larger share of relevant searchers, strengthening its visibility and presence in the competitive personal injury market.

Increase in Search Impression Share

Outcome

AMN’s dedicated efforts brought transformative results to Dolman Law Group’s personal injury law firm PPC campaign. By addressing high CPC, low conversion rates, and limited ad visibility from the start, AMN gradually optimized performance. Through a well-defined keyword strategy, precise bidding, and continuous campaign improvements, we reduced costs, expanded reach, and significantly increased conversions and phone calls.

Maximize Your Personal Injury Firm’s Growth with Targeted PPC Campaigns – Contact Us Today!

Attorney Marketing Network’s strategic PPC optimizations delivered outstanding results for Dolman Law Group, addressing challenges like high cost-per-click (CPC), low conversion rates, and limited ad visibility. Our data-driven approach led to a significant drop in CPC, a dramatic increase in clicks, and a 60.8% improvement in conversion rates. This case study demonstrates how our dedicated efforts, including keyword refinement, ad copy optimization, and a conversion-optimized landing page, helped Dolman Law Group thrive in a competitive market.

If you’re ready to transform your personal injury law firm’s PPC performance and capture more qualified leads, Attorney Marketing Network is here to help. Our comprehensive PPC management ensures that your marketing budget works harder, driving growth and increasing client inquiries.

Take the first step towards boosting your online presence. Contact us today to start seeing measurable results for your practice!

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