Top of Funnel Engagement - Segelov Taylor's new services & specialty cases are complex. Therefore, people typically would do a lot of research before considering engaging with lawyers. With this in mind, we focused on offering people information kits, guides & checklists which are top-of-funnel 'lead magnet' offers with a lower level of commitment. We aligned these new offers to testimonials & services that Segelov Taylor offered. The top funnel offers were targeting higher intent keywords & audiences which resulted in a higher number of qualified leads engaging with Segelov Taylor.
Lead Quality Control - In order to increase the number of qualified leads & ensure that we didn’t get a high number of people downloading the top funnel offers who didn’t have the intention to take the next step, we reviewed Segelov Taylor's internal data against the Google Ads conversion data so that we could put a greater focus on the keywords, audiences, time of day, locations & ads which were generating a higher number of qualified leads.
Utilising Google’s Newest Features - We put an emphasis on testing Google’s newest features which were relevant to Segelov Taylor’s campaigns. We tested a range of audiences signals (groups of people who have high intent to buy) which allowed us to spend more efforts on the audiences & ads which were generating a higher of leads.
