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Legalese approached Ruby Digital with the primary goal of conversions: to generate high-quality leads through contact forms, email, phone calls, or chatbots through PPC advertising.
A secondary goal for the client was to appear for relevant search terms to improve brand awareness for Legalese. We started running ads in May 2022.
When Legalese approached us, we conducted an audit of their Google Ads account and identified that their current account structure had a high number of keywords per ad group and multiple ad groups with similar keywords, which resulted in weak ad relevance, low click-through rates, and poor overall performance.
There was also no conversion tracking data.
To overcome this challenge, we restructured their ad groups, creating smaller, more targeted ad groups for individual products and services to better manage budgets and match types. This allowed us to create more relevant ads and tailor them to specific search terms.
Shortly after implementing this new account structure, we began to see leads generated from our new account structure. However, to better understand the quality of the leads being generated, we implemented RubyLeads© after six months.
We implemented reporting for leads during the month to understand how many of the leads were making it to MQL (Marketing Qualified Lead), SQL (Sales Qualified Lead), Opportunity, and Customer based on Legalese’s lead scoring criteria and qualification.
We implemented the RubyLeads© CRM-Google Ads integration to feed MQL contact data back to Google Ads. This integration allowed Google Ads to use machine learning to generate more leads that meet the signals of a Legalese MQL, which improved the quality of leads generated.
Overall, the implementation of RubyLeads© and the CRM-Google Ads integration provided valuable insights into the quality of leads generated and allowed us to continuously improve lead conversions. This led to more effective Google Ads results and a better ROI for Legalese.
From 4 months with the RubyLeads© CRM-Google Ads integration compared to the 4 months without the RubyLeads© CRM-Google Ads integration, we saw:
74.65% increase in Contact Form submissions
154.55% increase in ChatBot Conversations Started
Cost/Conversion improved by 54.48%
CTR of search campaigns increased by 34.36%
Conversion rate increased by 46.03%
