Doswell Law Paid Search Case Study

Precision targeting, responsive search ads and an active effort to understand our client needs boosted quality leads by 700%

Client

Doswell Law is the personal project of Henry Doswell, a British employment lawyer with over 16 years of experience.

Having spent most of his career working for specialist employment law firms in the City, West End and Canary Wharf, in 2015 Henry decided to start his own law firm, drawing on his legal expertise and commercial awareness to protect and promote his clients’ interests.

Based in Ashford, Kent, Doswell Law is committed to providing a high standard of client care, offering personalised advice and support for individuals and businesses at every stage of the employment process.

Sniper Approach

With no room for budget waste, Stand Out Digital devised a precision targeting strategy, consisting of an effective geographic area surrounding Doswell Law’s office; a tight ad scheduling to push visibility during times where the target audience was more likely to perform a relevant search query; and a very selective set of keywords, which were tested over an initial six-months period of ‘trial & error’, alongside bespoke ad copy.

This granular approach had an immediate positive impact on the volume of conversions, generating in 2016 five times more leads than in 2015. And by 2019, leads were already 7 times higher versus 2015, whilst maintaining the same Cost-per-Lead despite an inevitable CPC inflation as PPC competition increased.

Account Expansion

Over time, Doswell Law has progressively expanded its services, incorporating new sections on its website to cater for additional areas of employment law. Through close collaboration to understand the different legal concepts and nuances, Stand Out Digital went on adding relevant keywords to cover Doswell Law’s comprehensive offering, ultimately doubling the original number of PPC campaigns.

Early in 2019, all ad copy was also adapted to the newly launched Responsive Search Ads, taking this opportunity to revamp and make ads even more compelling. Crucially, by letting Google’s algorithm determine the best combination of headlines and description lines we managed to improve click-through-rate by a solid 34% in just one year (from Q1 2019 to Q1 2020).

Results

Through precision targeting and active understanding of Doswell Law’s business needs and priorities, Stand Out Digital managed to improve CTR performance by 107% from 2015 to 2020, whilst scaling up PPC activity, and increase leads in quantity (x7 in 4 years) and quality. The latter being regularly assessed in monthly alignments where actions and next steps are discussed and agreed upon.