Strategic spending counters rising ad costs.
Search engine marketing costs continue to rise as user behavior changes, search results get more crowded, and competition intensifies. Industry data even suggests that Google search ads see double-digit increases in cost per click every year.
Jeffrey Freedman Attorneys is an SSD firm that relies on paid search to bring in many of its qualified leads and cases, so combating rising ad costs was a must. By continuously optimizing Jeffrey Freedman’s campaigns over the year, Better Cases was able to help the firm avoid any increases in case acquisition costs.
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Managing rising CPC through data-led decision-making.
The average cost of a click (CPC) from paid search increased by 31% in just one year. Without adjusting strategy, this rise would have affected Jeffrey Freedman’s advertising efforts. However, we shifted our strategy to focus on higher-quality leads instead of pure lead volume. This change initially led to more expensive clicks, since these are likely to come from costlier search terms. Over time, cost per case actually decreased marginally.
Approach
Better Cases combined several digital marketing tactics to completely counter a 31% increase in cost per click, including:
- Responsible use of Google Ads’ AI tools paired with human oversight and expertise
- Decisions based on data gathered by lead tracking technology
- Strategic experiments testing landing page variations, audiences, and locations
- Budget allocation based on lead quality and cost per case instead of cost per lead