How we generate over 100 calls and appointments every month for a Chicago immigration law firm

The first step is always a strategy call, during which we get a deep understanding of the business that we advertise on behalf of. It is a crucial step since every single company has different needs, clients, local market, competitors and goals. This time, after a productive discussion, we agreed on using a free appointment funnel. We knew exactly how the ideal customer for our client looks like, what are the company goals and what should be the initial testing budget.

Next, we always do our own competitive research. Using big data research tools (like SimilarWeb, Semrush, among others), we statistically analyze local market and competition, getting access to the insights that very few people are aware of. This is exactly what we’ve done. It allowed us to set the initial KPIs (key performance indicators - i.e. how much do we want to pay for a click, call, appointment, etc.) and strategically engineer our campaigns.‍

Later, our team has carefully designed 14 campaigns (an unusually big number due to multilingual strategy) according to Google best practices and our extensive experience. It was followed by setting up a “waterproof” conversion tracking system. That part is crucial since Google needs very accurate data on which users clicked an ad and took a desired action on the website. 

Subsequently, our experts have designed a set of dedicated landing pages (a page when the user lands after clicking the ad). One of the biggest mistakes made by most advertisers is running ads to generic websites. Since the user can take literally hundreds of different actions, the most important action for us (user making a call or booking an appointment) is obscured. That can lead to a very low conversion rate (3-5% - meaning that only 3-5 people out of 100 who have clicked the ad will call us).

Conversely, if we use a properly designed landing page, we can see a conversion rate skyrocketing to 25-35% in certain industries. That is a gargantuan change that can lower the advertising cost by 3-5x. And that is, of course, what we always do for our clients.

Finally, after the launch, our team was carefully observing what was happening and analyzing incoming data. In our agency, we put a tremendous emphasis on data analysis and making educated decisions based on science. That is what we’ve done this time as well. Our fantastic team has been optimizing every single part of the campaigns on a weekly basis. Pausing underperforming keywords, expanding traffic coverage and optimizing landing pages using multiple tools (e.g. heatmaps).