Michigan Auto Law, a personal injury firm, needed help optimizing its Google Ads account. Its team wanted to decrease cost per click (CPC) and increase conversions without stretching the budget.
The challenge: make data-first decisions
The personal injury PPC market is notoriously competitive. Michigan Auto Law had aggressive goals, and it wasn’t sure if its paid advertising campaigns were as cost-effective as they could be.
Before rushing into changes, our team focused on determining what was working. We started by auditing the law firm’s active campaigns to assess performance across keywords and ad groups.
Our analysis did uncover some overspending on keywords, which ate into Michigan Auto Law’s budget without providing value. Other campaigns weren’t fully optimized, and conversion tracking issues made analyzing performance difficult.
The goal: more leads at a lower price
In just one year, Michigan Auto Law’s campaigns showed remarkable improvement.
- 126% increase in conversions
- 46% decrease in CPC (cost per click)
- 55% decrease in CPA (cost per acquisition)
126%increase in conversionsyear over year
46%decrease in CPC (cost per click)year over year
How we did it
We tested, analyzed, and iterated based on data insights to create ads that generated the best results. Our changes aimed to reduce unnecessary spending while attracting qualified traffic that is more likely to convert. This included creating expanded text and responsive search ads that generated profound growth for Michigan Auto Law.
Few agencies inherit an account with so much existing data and historical performance. This empowered our team to make smart decisions guided by data rather than relying solely on industry assumptions. Over time, the compounding impact of hundreds of minor tweaks dramatically improved efficiency.