DM Injury Law Uses Data-Powered Legal Leads: Scaling Cases, Not Costs

The Challenge

In the intensely competitive world of personal injury law, especially within the car accident sector, advertising budgets can evaporate quickly without precision targeting and intelligent, data-driven strategy.  

With high cost-per-click rates often exceeding $200 for relevant keywords, every marketing dollar counts. DM Injury Law sought to significantly improve the return on ad spend (ROAS) by increasing signed cases without letting acquisition costs spiral out of control. 

The stakes were high. Misallocated marketing dollars could mean missing out on high-value clients. The firm needed a smarter way to identify, target, and convert the right leads while maintaining cost-efficiency in a volatile digital advertising landscape. 

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The Solution

We designed and executed an advanced lead generation strategy that combined Enhanced Conversions for Leads with Broad Match keyword targeting, using offline conversion data to power intelligent automation. Key elements of the solution included: 

• Enhanced Conversions for Leads. We securely uploaded offline conversation data, enabling Google’s advanced AI algorithms to correlate online interactions with real-world client acquisition.
• AI-Optimized Broad Match Strategy. We facilitated the identification of qualified leads at an optimized cost using Broad Match, which allowed for scalable lead generation without compromising budget constraints.  
• Value-Based Bidding. We empowered the algorithm to target prospects based on insight into customer lifetime value, prioritizing individuals who exhibited a high propensity for conversion. 

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The Results

This data-first approach demonstrated the impact of intelligent automation in optimizing advertising spend and driving exceptional business outcomes. 

• 41.85% Year-Over-Year Increase in Signed Cases: January performance far exceeded expectations, significantly surpassing the projected growth rate of 8%. 
• Dramatic Reduction in Cost Per Click: While a longer tail intent search might yield exorbitant Cost Per Clicks, often exceeding $200, the AI-driven system discerned the nuanced intent behind generic searches, resulting in a remarkable reduction to ~$5 per click. 
• Stable Acquisition Costs Amid Strategic Reinvestments: Despite a 47% increase in the reinvested marketing budget, the Cost Per Signed Case remained fairly steady with just a 3% incremental increase, proving that smart scaling can go hand-in-hand with budget control.