Google Display Remarketing Ads for Spousal Sponsorship Immigration Services
Goal: Generate high-quality leads for the law firm's spousal sponsorship practice by reaching individuals actively researching the process.
The primary objective of the Google Display Remarketing Ads campaign was to increase brand awareness, re-engage previous website visitors, and drive qualified leads for their immigration services. The goal was to target individuals who have shown interest in Spousal Sponsorship but may not have taken immediate action during their initial visit to the firm's website.
Challenge: The immigration legal space is competitive, and reaching the right audience with a targeted message can be difficult. The challenge in this project lies in rekindling the interest of potential clients who have previously visited the website but did not complete the desired action, such as submitting an inquiry form or contacting the firm. Convincing individuals to navigate the complexities of immigration law, particularly Spousal Sponsorship, requires a strategic and compelling approach to re-engage and convert these prospects.
Solution: I implemented a Google Display Remarketing campaign with the following strategies:
- Audience Targeting: I utilized website visitor remarketing lists to target individuals who had previously visited the law firm's website, specifically those who showed interest in spousal sponsorship pages.
- Creative Ad Design: We developed compelling display ads featuring clear messaging, highlighting the firm's expertise and success rate in handling spousal sponsorship cases.
- Landing Page Optimization: We ensured the landing page specifically addressed spousal sponsorship concerns, providing relevant information and a clear call to action (CTA) to schedule a consultation.
- Campaign Bidding Strategy: We employed an optimized bidding strategy focused on maximizing conversions while keeping the cost per click (CPC) competitive.
Results:
- CTR Exceeded Industry Average: The campaign achieved a click-through rate (CTR) significantly higher than the industry average for legal services, indicating strong ad relevance and audience targeting.
- Reduced CPC: We were able to maintain a cost per click (CPC) lower than the industry average for legal services, demonstrating efficient campaign management and budget optimization.
- Increased Leads: The campaign generated a significant increase in qualified leads for the law firm's spousal sponsorship practice, exceeding initial goals.
Additionally, the campaign's performance highlights the importance of:
- Understanding the target audience and their pain points.
- Developing compelling and relevant ad creatives.
- Optimizing landing pages for conversions.
- Implementing strategic bidding tactics.
By combining these elements, I was able to deliver a successful campaign that exceeded the client's expectations and helped them reach their business goals.
This successful campaign demonstrates the power of Google Display Remarketing for reaching a targeted audience, generating high-quality leads, and achieving cost-effective results in the competitive legal services industry.
Example:
Objective: Website Traffic
Campaign Type: Display Ads
CTR = 3.69%
CPC = $0.05
For Legal, the Google Search Ads industry benchmarks are the following:
- Average click-through rate (CTR) = 0.59%
- Average cost per click (CPC) = $0.72
